formatted snappy sushi
TRANSCRIPT
Survey Analysis and Recommendation
• Snappy’s Main Objectives• Quantitative Research Findings• Improvements from Survey Workshop• Who We Are Targeting • Survey Analysis and Research Summary• Final Recommendation • Limitations of Research and Possibilities
Snappy’s Main Objective• Increase Dine-in sales during the
fall/winter season to minimize seasonal fluctuation
• Re-introduce Snappy Sushi• Increase College Student Customer
base
• Determine whether adding delivery option is a good investment
• Who should we target?• Segmentation (factor analysis)• Crosstab with demographics
• What should Snappy improve?• Restaurant attributes (Conjoint
Analysis)• Adding new items (Conjoint
Analysis) • Online Research sites (Frequency
Charts)• Interested in Delivery
(Frequency Charts)
Quantitative Research Findings • What kind of service/ ambience is the customer seeking?
• Service quality and speed• Interpretation of the menu• Dine-in VS takeout VS delivery
• What are the attributes that are important to the customers?
• Adding new menu options• Overall restaurant attributes (ex: location, price, taste)
• What is the research process when customers are trying to find new restaurants?
• Social media platforms or word of mouth
Quantitative Research Findings
• Overall • Focus on taste, freshness and quality • Prefer to sit-in and enjoy the ambience and overall experience
Tourist CollegeStudents
Business/Residents
• Like it when the waiter makes recommendation.
• Many have been to snappy sushi but won’t go back.
• Use online review sites to do their research
Improvements from survey workshop• Make changes based on the suggestions received
in class• Wording (Double Barrel)• Formatting (Disagree→ Agree)• More Options (Who doesn’t eat sushi; demographic:
age gender, household income questions)• Frequency (More specific intervals, limited memories)
• Ask more people to review before actual release
Frequency Charts
The answers from the seven lifestyle questions are Normally Distributed
Factor AnalysisFactor 1: Living in the present
Factor 2: Visually Stimulated
VAR66: I would rather spend my money for enjoyment now than save it for laterVAR67: Over the weekend I would rather spend time going out than staying homeVAR68:I can resist temptationVAR69: Life is too short to not try new thingsVAR70: Weather is a factor that affects my decisions when making plansVAR71: I prefer to finish all my work first before taking a breakVAR72: I consider myself to be more of a visual learner
Cluster Analysis
Cluster 1: Experience-Seeking
College Student
Cluster 2: Visually Impulsive
Cluster 3: Homebodies
Who Should we Target?
• Both genders • Age: 18 to 22• Single• White/Asian/Pacific Islander• Student• Reside in the greater Boston Area• Online Research: Use Yelp Review, GrubHub, Word of Mouth and Pass by the
Restaurant • Most Important: ◼1st- Taste ◼2nd- Price/Variety of Menu◼3rd- Convenient location/Quality of Service
• Prefer to Order Delivery through restaurant’s website rather than delivery services
CLUSTER 1: Experience Seeking College Students
Improvements with Ambience Observation
Recommendation
• Customers prefer to Google the menu items on their own • This means that they rely or utilize their phones during
the experience at the restaurant
• QR Code interactions• Promotions that will prompt a re-visit (add a like to
redeem a coupon or discount etc)
Expanding the Menu Observation
Recommendation
• Lunch Box and Vegetarian options have high coefficients when regressed with the likeliness of increasing Dine-in
• Add new menu items to lunch box menu since there is a limited selection
• Include existing menu options on lunch box menu
SPSS Coefficients
Dine-in Takeout
Delivery● Lunch Box Option has the highest influence ● Vegetarian Option has the 2nd highest influence● People who want to order delivery prefer to have more
vegetarian options
Competition • Have not been to Snappy• Been to Snappy
Why do people who haven’t gone to Snappy’s favor Fin’s?
What is something that Fin’s is doing that Snappy isn’t? What can Snappy do to differentiate itself from the rest?
Promote Healthy Eating Observation
Recommendation ◼Emphasize health
benefits of brown rice◼Creative vegetarian
options◼Provide nutritional
information on meals
• Those in Cluster 1 were negative for resisting temptation and are thus more likely to be healthy eaters
• During qualitative research, several noted that they liked Snappy’s vegetarian options
• Fins does not emphasize healthy eating
Final Remarks
Increase Dine-in sales during the fall/winter season to minimize
seasonal fluctuation
•Target experience seeking college students
• Add creative healthy options to make Snappy an ultimate destination
•Add lunch box items to make Snappy an ultimate destination
Re-introduce/Differentiate Snappy
Sushi
•Focus on healthier ingredients
•Expand lunch box menu•Add more vegetarian options
• Implement QR Interactions
Increase College Student Customer base
•Based on the crosstabs we have better knowledge of the characteristics the specific segment of college student we should target.
•Have workers hand out Snappy flyers on campuses
Determine whether adding delivery option is
a good investment
•Delivery is not a good investment since most of the customers prefer to dine-in
Limitations of Research
Although we interviewed many
tourists, we were not able to interview
enough
The results were mostly from college students, therefore
some of the observations made on the regressions may be biased
Limited number of lifestyle questions which we can use as guidelines to
understand a particular segment