presented by david madsen hutch harper bill wright jamie keig
TRANSCRIPT
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Presented ByPresented ByDavid MadsenDavid MadsenHutch HarperHutch Harper
Bill Wright Bill Wright Jamie KeigJamie Keig
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Brick Oven HistoryBrick Oven History In 1956 a small café was converted into a pizza parlorIn 1956 a small café was converted into a pizza parlor This was one of Utah Counties first Pizza ParlorsThis was one of Utah Counties first Pizza Parlors A local contested was conducted and it was named “Heaps A local contested was conducted and it was named “Heaps
of Pizza”of Pizza” Word spread about the great food among locals and BYU Word spread about the great food among locals and BYU
students and the business took offstudents and the business took off Due to a growing community and increased popularity the Due to a growing community and increased popularity the
business grewbusiness grew The small pizza parlor later became Brick Oven RestaurantThe small pizza parlor later became Brick Oven Restaurant Brick Oven continues to serves great pizza and much moreBrick Oven continues to serves great pizza and much more Popular menu items include Pizza, Pasta and Salad Bar, Popular menu items include Pizza, Pasta and Salad Bar,
Italian Dishes and of course there famous Root beerItalian Dishes and of course there famous Root beer
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Brick Ovens Current StatusBrick Ovens Current Status
Brick Oven is a Provo Landmark and Brick Oven is a Provo Landmark and a thriving businessa thriving business
The majority of clientele is made up The majority of clientele is made up of Families, BYU Faculty and Alumniof Families, BYU Faculty and Alumni
Students account for approximately Students account for approximately 20% of Brick Ovens business20% of Brick Ovens business
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Research ObjectivesResearch Objectives What are the basic demographics of Brick Oven guests What are the basic demographics of Brick Oven guests
including sex, age, marital status, and student status?including sex, age, marital status, and student status? General dining preferences including favorite sit down and General dining preferences including favorite sit down and
fast food restaurants, atmosphere, and layout?fast food restaurants, atmosphere, and layout? What do Brick Oven guests desire in their dining What do Brick Oven guests desire in their dining
experience?experience? What types of food do Brick Oven guests seek when visiting What types of food do Brick Oven guests seek when visiting
Brick Oven?Brick Oven? Would a fast casual Brick Oven restaurant be desired and Would a fast casual Brick Oven restaurant be desired and
frequented by college students?frequented by college students? What do Brick Oven guests feel about meal pricing at a fast What do Brick Oven guests feel about meal pricing at a fast
casual restaurant?casual restaurant? What types of people are expected to be seen at Brick What types of people are expected to be seen at Brick
Oven?Oven?
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Means of ResearchMeans of Research
Focus Groups- Focus Groups- Focus Groups as Focus Groups as well as Glee Zumbrennen’s input well as Glee Zumbrennen’s input were used to develop appropriate were used to develop appropriate survey questions to gather meaning survey questions to gather meaning datadata
Primary research— Primary research— We conducted We conducted surveys of college students at surveys of college students at Brigham Young University and over Brigham Young University and over the phonethe phone
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Sample SizeSample Size
Initially we used a variance of 1.25, Initially we used a variance of 1.25, Acceptable Error of .2 and a Z-Score Acceptable Error of .2 and a Z-Score of 1.645 of 1.645
Estimated Sample Size was 85Estimated Sample Size was 85 In the end the actual Variance of our In the end the actual Variance of our
most important question was 1.56most important question was 1.56 Estimating the sample size to be 106Estimating the sample size to be 106 In the end we survey 150 people and In the end we survey 150 people and
used 119 of those surveysused 119 of those surveys
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DemographicsDemographics
GenderGender AgeAge School StatusSchool Status Marital StatusMarital Status
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GenderGender
Gender
59.66
40.34
M
F
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AgeAge
Age
30.00
27.00
26.00
25.00
24.00
23.00
22.00
21.00
20.00
19.00
18.00
Num
ber
of S
tudents
30
20
10
0
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School StatusSchool StatusYear in School
13.4%
48.7%
6.7%
15.1%
3.4%
12.6%Sophomore
Senior
Not a Student
Junior
Grad Student
Freshman
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Marital StatusMarital StatusMarital Status
28.6%
71.4%
Yes
No
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Dining BehaviorDining Behavior
Dining FrequencyDining Frequency Dining TimesDining Times Favorite Fast Casual RestaurantsFavorite Fast Casual Restaurants Fast Casual Pricing PreferencesFast Casual Pricing Preferences
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Dining Frequency (Per Dining Frequency (Per Week)Week)
Dining Frequency Per Week Sitdown
3210
Pe
rce
nt
60
50
40
30
20
10
0
Dining Frequency Fast Food
4+3210
Pe
rce
nt
50
40
30
20
10
0
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Dining TimesDining TimesTimes Students Eat Out
.8%
16.0%
11.8%
60.5%
10.9%
Morning
Mid-Afternoon
Late Evening
Evening
Afternoon
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Favorite Fast Casual Favorite Fast Casual RestaurantsRestaurants
The Top 3 Choices for Favorite Fast Casual Restaurants
78.2%
42.9%
32.8%
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
Café Rio Panda Express Fuddrucker's
Top 3 restaurants
% o
f re
spo
nd
ents
list
ing
res
tau
ran
t
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Pricing PreferencesPricing Preferences
Fast Casual Pricing
$7-$8$5-$6$3-$4
Pe
rce
nt
80
70
60
50
40
30
20
10
0
18
67
15
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Frequency of Past Brick Oven Frequency of Past Brick Oven Visits in the Last YearVisits in the Last Year
Brick Oven Patronage
7.6
61.3
31.1
6-10 Times
1-5 Times
Not at All
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Brick Oven Fast Casual Specific Brick Oven Fast Casual Specific QuestionsQuestions
Brick Oven Fast Casual AppealBrick Oven Fast Casual Appeal Potential Menu ItemsPotential Menu Items Seating PreferencesSeating Preferences Design/Atmosphere PreferencesDesign/Atmosphere Preferences Potential PatronagePotential Patronage Expected Brick Oven ClienteleExpected Brick Oven Clientele
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Brick Oven Fast Casual Brick Oven Fast Casual AppealAppeal
Brick Oven Fast Casual Appeal
Greatly Appealing
More Appealing
Appealing
Less Unappealing
Not Appealing
Pe
rce
nt
50
40
30
20
10
0
12
26
39
18
5
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Potential Menu Items AppealPotential Menu Items AppealBrick Oven Fast Casual Menu Item Interest Ratings
3
3
4
4
4
4
4
5
0 1 2 3 4 5 6
Specialty Drinks
Desserts
Bread
Rootbeer
Subs
Salad Bar
Pasta Bar
Pizza
Me
nu
Ite
ms
Rating (5=Greatly Appealing) Based on Median Results
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Seating PreferencesSeating PreferencesSeating Preferences
4.2%
7.6%
11.8%
23.5%
52.9%
Bean Bag Chairs
Couches
Counters/Stools
Tables/Chairs
Booths
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Design/Atmosphere Design/Atmosphere PreferencesPreferences
Fast Casual Atmosphere Preferences
57.1%
20.2%
29.4%
37.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Sports Bar Dimly Lit Well Lit Open Floor
Atmosphere
Pe
rce
nta
ge
of
Re
sp
on
de
nts
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Potential Fast Casual Potential Fast Casual PatronagePatronage
Potential Patronage of Brick Oven Fast Casual Restaurant
15.1%
18.5%
31.9%
26.9%
7.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Once a Week Every other week Once a Month Every six months Not at all
Frequency of Visits
Per
cen
tag
e o
f R
esp
on
den
ts
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Statistically Statistically Significant DataSignificant Data
Fast Casual AppealFast Casual Appeal
Increased Visits Brick OvenIncreased Visits Brick Oven
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AppealAppeal
# of Expected Visits to Brick Oven # of Expected Visits to Brick Oven Fast Casual - 95% LevelFast Casual - 95% Level
# of Past Visits to Brick Oven - 99% # of Past Visits to Brick Oven - 99% LevelLevel
Increased Visits to Brick Oven - 99% Increased Visits to Brick Oven - 99% LevelLevel
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Increased Visits to Brick Increased Visits to Brick Oven Oven
Appeal of Fast Casual Idea – 99% Appeal of Fast Casual Idea – 99% LevelLevel
Past Visits were NOT correlated to Past Visits were NOT correlated to increased future visitsincreased future visits
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Other Interesting/Significant Other Interesting/Significant DataData
Married people are more likely to Married people are more likely to have eaten at Brick Oven in the last have eaten at Brick Oven in the last 6 months – 90% Level6 months – 90% Level
Potential Menu ItemsPotential Menu Items– Females far more likely to prefer Salads Females far more likely to prefer Salads
and Dessertsand Desserts– Age correlated with Desserts is a Age correlated with Desserts is a
significant statistic (The younger the significant statistic (The younger the respondent, the more they prefer it)respondent, the more they prefer it)
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ContinuedContinued
School Status is associated with School Status is associated with Bread preference– 90% LevelBread preference– 90% Level
Single Students and specialty drink Single Students and specialty drink preference are associated – 90% preference are associated – 90% LevelLevel
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Errors and LimitationsErrors and Limitations
Sampling Error- reduced by Sampling Error- reduced by determining sample size ~106determining sample size ~106
Non-response Error- 119 of 150 Non-response Error- 119 of 150 surveys deemed usable, 31 not surveys deemed usable, 31 not correctly completedcorrectly completed
Response Error- The 31 surveys Response Error- The 31 surveys containing invalid responsescontaining invalid responses
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ConclusionsConclusions
Demographic DataDemographic Data
Dining PreferencesDining Preferences
Brick Oven Specific InformationBrick Oven Specific Information
Statistical SignifcanceStatistical Signifcance
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DemographicsDemographics
A greater percentage of regular Brick A greater percentage of regular Brick Oven guests were married. Data Oven guests were married. Data indicated that married students were indicated that married students were more likely to dine at Brick Ovenmore likely to dine at Brick Oven
Respondents that more-frequently Respondents that more-frequently patronized sit down restaurants ate patronized sit down restaurants ate at Brick Oven more oftenat Brick Oven more often
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Dining PreferencesDining Preferences
Respondents were aware of fast Respondents were aware of fast casual dining, and were patronizing casual dining, and were patronizing such establishmentssuch establishments
A strong possibility exists for Brick A strong possibility exists for Brick Oven to offer a fast casual serviceOven to offer a fast casual service
Respondents indicate a willingness to Respondents indicate a willingness to try a new fast casual service at Brick try a new fast casual service at Brick Oven Oven
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Brick OvenBrick Oven
Pizza was the most appealing menu Pizza was the most appealing menu item, with root beer also being very item, with root beer also being very popularpopular
The expected price of a fast casual The expected price of a fast casual meal is five to six dollarsmeal is five to six dollars
Promotional ideas were well received Promotional ideas were well received by respondents by respondents
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Statistical SignificanceStatistical Significance
Those who indicated that a fast Those who indicated that a fast casual service would appeal to them casual service would appeal to them also responded that they would visit also responded that they would visit Brick Oven more often. Brick Oven more often.
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RecommendationsRecommendations
Brick Oven Brick Oven SHOULDSHOULD pursue the fast casual pursue the fast casual opportunity. opportunity.
A Brick Oven fast casual service should A Brick Oven fast casual service should have a sports bar feelhave a sports bar feel
A Brick Oven fast casual service layout A Brick Oven fast casual service layout should include booth type seating should include booth type seating
Promotions and advertising should be usedPromotions and advertising should be used Pricing per meal should be in the five to six Pricing per meal should be in the five to six
dollar rangedollar range