broulim’s artisan bread and tortilla survey results caitlin trani, chantelle rowley, kristi...
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Broulim’s Artisan Bread and Tortilla Survey ResultsCaitlin Trani, Chantelle Rowley, Kristi Keister, Kyle Manning, Christian Holman
{Table of contents} Research Objectives: 3 Methodology: 4-5 Limitations: 6 Demographics: 7-11 Perceptions of Bread & Bakery: 12-16 Awareness & Purchase Habits: 17-26 Willingness to Purchase: 27-35 Tortillas: 35-50
{Research Objectives} Artisan Bread
Awareness/Usage Pricing
Expectations Reasons would
not purchase Broulim’s Bakery
Atmosphere
Tortillas Tortilla purchase
habits Likelihood to buy
fresh tortillas made in store
Pricing expectation
{Methodology}• 1,266 email invitations sent• Survey ran for 10 days
• Reminders sent 5 days into survey to non-responders• 433 people started survey, 412 finished. • 24 screened out • Net sample 388
• *All results are significant at a 95% confidence level
{Methodology}Broulim’s Sample 57 Finished 62 Started 92%
completion Rate
268 invited 23% Response
Rate
Employee Sample 106 Finished 108 Started 98%
completion rate
248 invited
Student Sample: 249 Finished 263 Started 95%
completion rate
750 invited 35%
response rate
{Limitations} Sampling due to Broulim’s regular
customers Apathy of respondents The wording on some questions could
be confusing The arrangement of questions could be
misleading
{Gender}
Male Female0%
10%
20%
30%
40%
50%
60%
44%
56%
Q25 - What is your gender?
{Age}
Under 21 21-25 26-30 31-40 41-50 51+0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
26%
39%
6%
10% 9%11%
Q26 - What is your age?
{Student}
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
69%
31%
Q27 - Are you a BYU-Idaho Student?
{Household}
Sing
le, l
ive
alon
e
Sing
le, w
ith ro
omm
ates
Sing
le p
aren
t with
child
ren
in h
ouse
hold
Marrie
d, n
o ch
ildre
n in
hou
seho
ld
Marrie
d, w
ith ch
ildre
n in
hou
seho
ld0%
10%
20%
30%
40%
50%
2%
48%
1%
23%27%
Q28 - Select the choice below that best describes your current household.
{Region}
North
east
/Mid
Atla
ntic
Sout
heas
t
North
west
Mount
ain
Wes
t
Wes
t Coa
st
Midwes
t
Sout
hwes
t
Canad
a
Outsid
e US/
Canad
a0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
5%3%
19%
42%
14%
7% 6%2% 3%
Q29 - Where are you originally from? Please select the closest region
Perceptions of Bread and Bakery
{Perceptions of Artisan Bread}
Good flavor Looks appetizing Good value for the money
Went stale too fast
Crust is too hard0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
4.244.40
3.62
3.08
2.69
Level of Agreement with each statement
{Perceptions of Bakery}
Has A
ppet
izing
odo
rs
Too
clutte
red/
hard
to n
avig
ate
Needs
mor
e lig
htin
g lig
htin
g/to
o da
rk
Displa
y un
its a
re d
rab
and
unap
peal
ing
Color
s ar
e dr
ab a
nd u
napp
ealin
g0.000.501.001.502.002.503.003.504.00 3.70
3.03 2.99 2.92 2.90
1 - Strongly Disagree
2 - Disagree
3 - Neither Agree Nor Disagree
4 - Agree
5 - Strongly Agree
{Broulim’s Bakery Perceptions}Interesting Find – Responses of “Not sure/Can’t Remember”
Needs More lighting/too dark = 17% Too Cluttered/hard to navigate = 12% Colors are drab and unappealing = 13% Display Units are drab and unappealing =
12% Has Appetizing odors = 10%
{Recommendations} There is an opportunity to create an
experience that leaves an impression on customers Remodel is an opportunity to innovate
Customers did seem to feel that the bakery has an appetizing odor. Find a way to use this as an advantage
in creating an experience Create an experience
Packaging, interaction
Awareness & Purchase Habits
{Awareness of Display}
Yes No Maybe0%
10%
20%
30%
40%
50%
60%
70%
58%
32%
9%
Q16 - Do you know where the Artisan Bread display is in Broulim's?
{Age vs. Awareness of Display}
under 21 21-25 26-30 31-40 41-50 51 +0%
10%
20%
30%
40%
50%
60%
70%
80%
13%
5%9%
21%
3%
8%
48%
29%
23%26%
29%
22%
39%
66%68%
53%
68%70%
MaybeNoYes
{Artisan Bread Purchases}
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
27%
73%
Q17 - Have you purchased Artisan Bread at Broulim's?
{Bread Display & Purchases}
Yes No Maybe0%
10%
20%
30%
40%
50%
60%
70%
58%
32%
9%
Q16 - Do you know where the Artisan Bread display is in Broulim's?
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
27%
73%
Q17 - Have you purchased Artisan Bread at Broulim's?
{Age vs. Artisan Bread Purchase}
under 21 21-25 26-30 31-40 41-50 51 +0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%92.9%
71.7%
57.1%
64.0%69.2%
45.2%
7.1%
28.3%
42.9%
36.0%30.8%
54.8%
NoYes
{Age vs. Artisan Bread Purchase}
{Academic Status vs. Bread Purchase}
Non Student Student0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
57.6%
79.6%
42.4%
20.4%
NoYes
{Age vs. Purchase and Awareness of Display}
under 21 21-25 26-30 31-40 41-50 51 +0%
20%
40%
60%
80%
39%
66% 68%
53%
68% 70%
Do you know where the display is?
MaybeNoYesLinear (Yes)
under 21 21-25 26-30 31-40 41-50 51 +0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
7.1%
28.3%
42.9%36.0% 30.8%
54.8%
Have you purchased Artisan Bread?
NoYesLinear (Yes)
{Recommendation} The data shows that there is a large
market to capture with students and those up to the age of 25. Starving Student Cards, Rexburg Savings Update Website
Use social media - Facebook
Willingness to Purchase
{Frequency of visits at grocery stores}
Albertson's Broulim's Walmart Sam's Club Winco0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
31.2%33.8% 34.0%
66.5%
37.4%
Never
< Once a month
About once a month
2-3 times a month
About once a week
More than once a week
{Willingness to Buy}
Very Unlikely (1)
Unlikely (2) Somewhat Unlikely (3)
Undecided (4)
Somewhat Likely (5)
Likely (6) Very Likely (7)
0%
5%
10%
15%
20%
25%
30%
35%
40%
3%
6%8%
10%
35%
22%
16%
Q13 - If the breads you preferred in the previous question were available at a grocery store in Rexburg for $2.99 each, how likely would you be to buy
them in the future?
Price
Not su
re w
here
to fi
nd th
em
Rest o
f hou
seho
ld m
ight
not
like
them
Might
go
stal
e be
fore
we
can
eat t
hem
Not su
re w
hat t
o us
e it
for
Other
, ple
ase
spec
ify ___
____
____
0%
10%
20%
30%
40%
50%47%
2% 5%
15% 14% 16%
Q14 - Why would you be unlikely to purchase the Ar-tisan Breads in which you previously showed inter-
est? (check all that apply)
{Customers Not Likely to Buy}
{Have you ever tried Artisan Bread?}
No Not Sure Yes0%
10%
20%
30%
40%
50%
60%
70%
80%
18%
10%
72%
{Previous Purchases vs. Willingness to Buy}
No Yes4.2
4.4
4.6
4.8
5.0
5.2
5.4
5.6
5.8
4.8
5.5
Willingness to Purchase Artisan Bread at $2.99 if you've already purchased it be-
fore
{Expected Price to Pay vs. Willingness to Buy at $2.99}
$1-$2 3 4 5 6 $6 +4.0
4.2
4.4
4.6
4.8
5.0
5.2
5.4
5.6
5.8
4.2
5.05.0
5.1
5.6
5.4
{Recommendations} Promote the great price
Tortillas
{Tortilla Consumption}
Never Less than once a month
Once a month
2-3 times a month
Once a week 2-3 times a week
Daily0%
5%
10%
15%
20%
25%
30%
35%
2%
14%
11%
29%
20%22%
2%
{Types of Tortillas}
Flour Wheat Spinach Sun Dry Tomato
Corn Other0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
42%
21%
7% 7%
23%
1%
{Flour Tortilla Preference vs. Region}
Canad
a
Midwes
t
Mount
ain
Wes
t
North
east
/Mid
Atla
ntic
North
west
Outsid
e US/
Canad
a
Sout
heas
t
Sout
hwes
t
Wes
t Coa
st0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
85.7%81.5%
88.9% 89.5%
77.8%
61.5%
50.0%
90.9%
77.4%
{Flour Tortilla Preferred by Mountain West vs. Everywhere Else}
Everywhere Else Mountain WestMountain West vs. Everywhere Else
72%
74%
76%
78%
80%
82%
84%
86%
88%
90%
78%
89%
{Tortilla type & Gender}
Female MaleGender
0%
2%
4%
6%
8%
10%
12%
14%
16%
15%
10%
Spinach
Female MaleGender
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%16%
10%
Sun Dry Tomato
{Spinach & Time of Day}
Earlier than 2 PM 2 PM or LaterTime of Day
0%
5%
10%
15%
20%
25%
21%
12%
{Recommendation} Flour Tortillas
Flavored tortillas should be targeted toward women
Flavor varieties in the morning for earlier shoppers
{Price}
Would not pay extra
50 cents more 75 cents more $1.00 more $1.25 more $1.50 more0%
5%
10%
15%
20%
25%
30%
35%
24%
31%
15%
22%
3%6%
Q24 - How much extra would you be willing to pay for a package of 10 fresh tortillas versus 10 pre-packaged tortillas?
{Gender & Willingness to Pay}
Female MaleGender
0%
10%
20%
30%
40%
50%
60%
70%
80%
71%
59%
29%
41% Willing to Pay Less than $1.00Willing to Pay More than $1.00
{Importance factors – Tortillas}
Taste Ingredients Thickness Atmosphere of store0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
6.12
5.06 4.99
3.78
{Importance Factors – Taste & Ingredients}
{Importance Factors – Taste & Ingredients}
{Importance Factors – Atmosphere}
{Likelihood to buy}
Very Unlikely (1)
Unlikely (2) Somewhat Unlikely (3)
Undecided (4)
Somewhat Likely (5)
Likely (6) Very Likely (7)
0%
5%
10%
15%
20%
25%
30%
35%
2%
6% 6%
18%
29%
21%
18%
Q23 - If a supermarket in the Rexburg, Idaho area made fresh tortillas right in front of you in the store, how likely would you be to buy them?
{Recommendations} Pricing – 60 cents more than a
comparable 10 pack tortilla Target women – higher favorable
preferences for atmosphere, ingredients and taste Get a good recipe – make sure it’s tested
and comparable to other fresh tortillas