ANDY’S FROZEN CUSTARDBobbie Hafford, Lance Pierce, George Schultz, Rachel Snyder

Background

Andy’s Frozen Custard was founded by John and Carol Kuntz in 1986 in Osage Beach, MO.

Franchised in 2004 to 5 different locations; one being Columbia, MO.

Objectives

Problem: Is there enough demand to open a new Andy’s Frozen Custard store at the Shoppes at Stadium?

Research Objective: Determine if there is a substantial demand for an additional Andy’s location at the Shoppes at Stadium.

Methods Used to Obtain Information Developed a questionnaire Thirteen questions on one page front and back. Broke questionnaire into 5 segments

1. Asked respondents how often they eat frozen custard and where they normally go.

2. Asked if they had heard of Andy’s and if so, how convenient the new location would be.

3. Asked what most important qualities when visiting a location for a frozen treat.

4. Asked participants who had heard of Andy’s what some of the barriers for not choosing Andy’s.

5. Asked about respondent demographics.

Methods Used to Obtain Information (continued)

Focused on finding new customers Decided to survey at the Shoppes at

Stadium Asked every 4th passerby One question if they would like to

participate in our survey One screener question Quota system: 65% females

35% males

Method Used to Obtain Information (continued)

Obstacle: We were asked to stop surveying outside the Shoppes at Stadium.

Went to other locations near Shoppes at Stadium including: Hobby Lobby Best Buy Wal-Mart Michaels Radio Shack Trade Home

Description of Obtained Sample Final sample obtained was 122

respondents. Response rate was 75.3% 3 demographics

Age Sex Geographic location

Description of Obtained Sample (continued)

68.9% of participants surveyed were females.

Male Female0%

10%20%30%40%50%60%70%80%

31.10%

68.90%

Sex of Respondent

Sex

Rep

on

se r

ate

(%

)

Description of Obtained Sample (continued)

The largest age group was young adults between 18-24, while the smallest age group was teens under 18.

Under 18 18-24 25+0%

10%20%30%40%50%60%

8.20%

52.50%39.30%

Age of Respondent

Age

Resp

on

se R

ate

(%

)

Description of Sample Obtained (continued)

Vast majority of participants lived near the University of Missouri campus with zip codes 65201, 65202, 65203.

0%

10%

20%

30%

40%

50%42.6%

20.5%23.8%

0.8%2.5%

2.5%1.6%

0.8%0.8%

1.6%0.8%

0.8%0.8%

Geographic Location

Zip Code

Resp

on

se R

ate

(%

)

How often are potential consumers near the mall?

Daily 2-3 times a week

Once a week Once a month

0%

5%

10%

15%

20%

25%

30%

35%

25%

18%

27%30%

How often consumers are near the mall

Frequency

Resp

on

se R

ate

(%

)

How often are people living near the mall going out for a frozen treat?

< one a month

about once/month

2-3 times/month

once/week or more

0%

10%

20%

30%

40%

50%

60%

25%

8%

46%

21%10.30% 10.30%

48.20%

31.00%

Frozen Treat Consumption in the Summer

6520265203

Frequency of Consumption

Resp

on

se R

ate

(%

)

Is there a current demand for frozen custard near the mall?

Yes No0%

10%

20%

30%

40%

50%

60%

70%57.80%

42.20%

Potential Consumers Liklihood of Visiting New Location

Responses

Resp

on

se R

ate

(%

)

Where are customers going for frozen treats?

Dairy

Que

en

Andy's Fr

ozen

Cus

tard

Colds

tone

Cre

amer

y

Shak

e's Fr

ozen

Cus

tard

Spar

ky's

McD

onal

d's

Randy

's Fr

ozen

Cus

tard

Culve

r's

Jaso

n's Fr

ozen

Cus

tard

Soni

c

Other

0%10%20%30%40%34.70%

17.80%11.00%8.50%

5.90%4.20%

3.40%2.50%

2.50%2.50%

6.80%

Frozen Treat Destinations

Ice Cream Destinations

Resp

on

se R

ate

(%

)

Are people living near the mall aware of the Andy’s Frozen Custard brand?

65202 652030%

10%20%30%40%50%60%70%80%90%

100% 84.00% 86.20%

16.00%13.80%

Awareness of Andy's Brand Near the Mall

YesNo

Zipcode

Resp

on

se R

ate

(%

)

Is Andy’s losing out on sales because their current location is inconvenient? 

Yes No0%

10%

20%

30%

40%

50%

60%53.30%

46.70%

Location Barrier

Responses

Resp

on

se R

ate

(%

)

What features attract consumers to a frozen treat shop? (Quality) 

Very

Impo

rtan

t

Som

ewha

t Im

portan

t

Neutral

Som

ewha

t Uni

mpo

rtan

t

Relat

ivel

y Uni

mpo

rtan

t0%

20%

40%

60%62.30%

27.90%

4.90% 1.60% 3.30%

Importance of Quality

Responses

Resp

on

se R

ate

(%

)

Importance of Price

Very

Impo

rtan

t

Som

ewha

t Im

portan

t

Neutral

Som

ewha

t Uni

mpo

rtan

t

Relat

ivel

y Uni

mpo

rtan

t0.00%

15.00%

30.00%

45.00%43.40%

19.70% 21.30% 13.10%2.50%

Importance of Price

Responses

Resp

on

se R

ate

(%

)

Importance of Freshness

Very

Impo

rtan

t

Som

ewha

t Im

portan

t

Neutral

Som

ewha

t Uni

mpo

rtan

t

Relat

ivel

y Uni

mpo

rtan

t0%

20%

40%

60% 50.00%28.70%

12.30%3.30% 5.70%

Importance of Freshness

Responses

Resp

on

se R

ate

(%

)

Importance of Location

Very

Impo

rtan

t

Som

ewha

t Im

portan

t

Neutral

Som

ewha

t Uni

mpo

rtan

t

Relat

ivel

y Uni

mpo

rtan

t0%

10%20%30%40% 32.00% 36%

19.70%6.60% 5.70%

Importance of Location

Responses

Resp

on

se R

ate

(%

)

Are light users or heavy users more likely to shop at the new location?

yes no0

5

10

15

20

25

30

35

40

45

50

13 12

46

30

Heavy Users vs. Light Users in the Summer

light users

More likely to shop at new location

Nu

mb

er

of

Resp

on

den

ts

How likely are consumers to shop at the proposed location?

Yes No0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

57.80%

42.20%

Consumers Likely to Shop at New Location

Responses

Resp

on

se R

ate

(%

)

Limitations

Time Constraints Group Inexperience Useless Information Poor Cooperation

Recommendation

Consider opening a new location at the Shoppes at Stadium due to the number of respondents that would be likely to patronize this location.

57.8% of respondents said they would more likely to eat at Andy’s if there was a location at the Shoppes at Stadium.

53.3% of respondents indicated that location is a barrier in selecting where to go for frozen treats.