welshrabbit_roughdraft_nh

R y a n n e l s o n

H a n n a H e R l s t e n

a n d R e a l e w i s

M a R k e t i n g 3 6 4R e a l P R o j e c t

D e s i g n B r i e f - P a g e 3

e t h n o g r a P h i c i n t e r v i e w g u i D e - P a g e 5

i n t e r v i e w s - P a g e 6

D e s i g n c r i t e r i a - P a g e 1 4

n a P k i n P i t c h s - P a g e 1 5

k e y a s s u m P t i o n s - P a g e 2 2

L e a r n i n g L a u n c h - P a g e 2 3

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t a b l e o f c o n t e n t s

P r o j e c t D e s c r i P t i o n

The Welsh Rabbit (W.R.) has been unable to sustain a lunch hour at its Bistro due to long sit in times and only offering a dinner appealing product line. We are looking at ways to reinvent the Welsh Rabbit name to increase the lunch crowd with an adapted product offering and business friendly services.

s c o P e

The initial intent for the project is to explore the current perception of the W.R., whether or not the consumers would be interested in partaking in lunch at the W.R. Bistro, and implement a lunch hour with a marketing plan to reach the desired target consumer and possibly introduce a service that allows ease of access for business consumers.

Opportunities for the Welsh Rabbit may include: • New client base• Possible new product line• Increased revenue

c o n s t r a i n t s

• Time- needs to fit within a 20-35 min. lunch block • Needs to adapt product offering to be able to fulfill the need for a pick up and go lunch crowd• Atmosphere appeals to the office crowd • Reinventing consumers idea of the Welsh Rabbit Bistro• Price- needs to compete with other local lunch hot spots• Staff- current staff levels does not currently accommodate a busier lunch hour

t a r g e t U s e r s

Busy men and women around the ages of 25-55, working in an office in Northern Fort Collins looking for a quick lunch spot with a business friendly atmosphere and product offering. With Welsh Rabbit’s key location in downtown Fort Collins and promising dinner reviews, being able to offer a business friendly lunch hour has potential to create strong relationships within the community catering to the largest lunch consumer market in Northern Fort Collins.

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d e s i g n b R i e f

e x P l o r a t i o n Q U e s t i o n s

• Can the Welsh Rabbit actually capitalize on the lunch crowd in northern Fort Collins?• Can the Welsh Rabbit still utilize local, fresh, high quality ingredients and still compete with pricing?• Will the space within the Bistro appeal to both business crowds during lunch and the current dinner crowds with a more private

atmosphere?• Will the Welsh Rabbit staff be able to accommodate to the changing business practices?• Will the Welsh Rabbit product offering be able to adapt to a lunch product line?• Is the target market looking for an order or delivery service for lunch?

e x P e c t e D o U t c o m e s

• Ensure business consumers have a quick spot to eat lunch within their break time of 20-35 mins.• Ensure the W.R. Bistro’s lunch hour appeals to a business crowd • Ensure timely delivery and fresh product when businesses want to order lunch in office• Establish W.R.’s presence as a hot lunch spot downtown Fort Collins

s U c c e s s m e t r i c s

• If within the ethnographic research we find that consumers would be interested in a lunch offering at the W.R. Bistro. • Is the W.R. Bistro able to attract a full house during the lunch hour?• Did the W.R. Bistro increases its consumer base?• Are consumers/businesses coming back after good experiences with the W.R. Bistro lunch hour?• Is the new W.R. service making the lunch experience for businesses and working consumers more convenient?• A substantial increase in the weekly lunch profit. Currently sales between Monday - Friday only account for 10% of sales.

P r o j e c t P l a n n i n g

A three person team of innovation design class students will conduct research and possible product/service solution to the lunch opportunity within the W.R.

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d e s i g n b R i e f c o n t i n u e d

r e s e a r c h F o c U s

Attitudes, Beliefs, and Behaviors towards eating lunch during the work week.

P a r t i c i P a n t i n F o r m a t i o n

Name?Gender?Age?Occupation/Education?

i n t e r v i e w Q U e s t i o n s

Tell me about yourself?Tell me about some of your most memorable lunch experiences?

• Growing up or more recently? Tell me about some of your worst lunch experiences?Describe what you do for lunch when you are working at the office?

• How much time do you usually take for lunch?• Do you specifically look for places in old town or where do you go?

• What kinds of food do you usually gravitate towards?• How much does that usually cost you?

• How do you travel to go to lunch and how far?• Do you and your coworkers ever have beverages during the lunch ‘hour’

and what kind?Describe the level of socializing you include or look for during your lunch ‘hour’?

• Do you usually go with a group, one other person, by yourself, with different people every time, etc.?

Describe the vibe and atmosphere you are looking for when going on your lunch break?Describe your favorite experiences when your office initiates an office wide lunch meeting either in office or at a restaurant?

• Have you had any bad experiences for a work lunch?How would you feel about delivery or online ordering services for lunch or what turns you away from these services?

• What types of food would you order?• Do you only use these services when your boss is ordering for the office?

Save this question for last. Have you had any experiences at the Welsh Rabbit Bistro and how were they?• Atmosphere?• Service?• Product Offering?• Why that specific time of day?• How did you hear about the Welsh Rabbit or decide to go there?• Would you go there for lunch, why or why not?

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e t H n o g R a P H i c i n t e R v i e w g u i d e


Tell me about yourself? 47, Happily Single, Love to Laugh, Dance, Hike. Technical Writer at Spirae, Works with great people, Female, Gluten Free.

Tell me about some of your most memorable lunch experiences? 3 of us girls went out for a birthday to tasty harmony. Had a great desert. / Austins - the atmosphere allowes is to be goofy and tell jokes.

Growing up or more recently? Field trip to San Francisco, had a kiwi and it flew out of my hands. The kiwi flew away.. / 2 years old in Hawaii, uncle was a chef at a nice restaraunt. Remeber sitting in a nice atrium with beautiful flowers everywhere and rod iron table sets.

Tell me about some of your worst lunch experiences? Ordered a squash bowl and they put aton of wheat flakes on top. I told them I was gluten free. I don’t go there anymore.

Describe what you do for lunch when you are working at the office? Usually bring food. Sometimes I go out, but their is so many options. Price is never really too much of a concern, unless its outrageous. Sometimes we will do small lunch meetings, but most of the time we order in for meetings. Austins is the go to for most of our lunch meetings. Used BoJo bucks to go eat once, because someone gave them to me. When we bring in food it is usually sandwhiches or pizza. Goes to Spoons and La Luz a lot because of the close proximity.

How much time do you usually take for lunch? Austins - 1 Hour, Tech Lunches (In-House) - 1/2 Hour, When I’m solo it’s usually fast (Spoons), but i usually try to find someone else in the office to grab lunch with.

Do you specifically look for places in old town or where do you go? Never go outside of old town, well I guess we took a bus once to that new inidan restaraunt by Black Bottle Brewery. It took way to long, we’ll never do that again.

What kinds of food do you usually gravitate towards? Male coworkers gravitate towards burgers or wings. A lot of female coworkers go to Tasty Harmony, or we try something new.

How do you travel to go to lunch and how far? Don’t leave, because of parking. When we leave and come back there is never a parking spot.

Do you and your coworkers ever have alcoholic beverages during the lunch ‘hour’ and what kind? Don’t typically drink at lunch.

Describe the level of socializing you include or look for during your lunch ‘hour’? Always try to make it social, but if i’m solo it’s grab and go.

Have you had any bad experiences for a work lunch? Sandwhiches were brought in, and there was no chicken, had to get roast beef.

How would you feel about delivery or online ordering services for lunch or what turns you away from these services? Delivery, Not Pickup, Easy grab and go like Spoons.

• What types of food would you order? Gluten Free and Non-Breaded.

• Do you only use these services when your boss is ordering for the office? Some people order in on their own, but people like to get away from their desk. Boss orders in for meetings.

Have you had any experiences at the Welsh Rabbit Bistro and how were they? Have not gone yet, very interested, but don’t plan on sticking around after work.

• Product Offering? Would go if there was a lunch offering, gluten free, salad, sandwhich.


Name? Michelle D.Gender? FemaleAge? 47Occupation? Technical WriterCompany? Spirae

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Tell me about yourself? 28, From Georgia, beard, into running, water sports, pretty much all outdoors.

Tell me about some of your most memorable lunch experiences? • Growing up or more recently? Birthday 2012, In Atlanta. Got huge slices of pizza.

So full. My birthday is on a leap year, so we only celebrate once every four years. I got a dozen cupcakes for my leap year birthday.

Describe what you do for lunch when you are working at the office? Usually eats in, use to eat out more often, but now i’m into a routine. Peanut Butter and Bread is my go to lunch. If I go out, it is most often Burritos or Pizza. Convenience

How much time do you usually take for lunch? 1/2 hour if I go out, or I typically work and eat through lunch.

What kinds of food do you usually gravitate towards? Burritos, bought some frozen burritos for work to use as treats.

Do you and your coworkers ever have alcoholic beverages during the lunch ‘hour’ and what kind? Happy Hour drinks, but not lunch.

Describe the level of socializing you include or look for during your lunch ‘hour’? None, looking for an escape from the office.

Do you usually go with a group, one other person, by yourself, with different people every time, etc.? When i’m at the denver office, I usually try to go with coworkers to a deli or burrito place (Chipolte) that’s close bye. Needs to be easy.

Describe the vibe and atmosphere you are looking for when going on your lunch break? No Carpet

How would you feel about delivery or online ordering services for lunch or what turns you away from these services? Likes walking too much to use a pickup or delivery servce.

• Do you only use these services when your boss is ordering for the office? Boss will order in food once in a blue moon. Recently went to Uncles pizza to celebrate, 12 people, called in and reserved ahead.

Have you had any experiences at the Welsh Rabbit Bistro and how were they? Never been. Had some cheese at The Forge Pub once. Fancy Cheese Plates.

• Product Offering? Lunch food with large portions


Name? Zach T.Gender? MaleAge? 28Occupation? Engineer IICompany? Brendle Group

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i n t e R v i e w t w o


Tell me about yourself? Engaged, two dogs, lives east of Fort Collins, wants to live in the countryside, loves wine and the outdoors.

Tell me about some of your most memorable lunch experiences? “With my mentors” from previous jobs. Become really long lunches, good to catch up, get out of the office. Occasionally some margaritas because usually go to the RIO.

Tell me about some of your worst lunch experiences? “Eating through lunch.” in the office, on a client call, shoving food in my face on mute while the client talks.

Describe what you do for lunch when you are working at the office? 30 mins usually allotted for “lunch and B.S”, either go get lunch and bring back or bring lunch to the office and sit in co worker’s office and chat. Go to LA Luz all the time. Look for tacos and sandwiches and a “filling lunch” around $15.

How much time do you usually take for lunch? 30-45 on a reg. Basis

How much does that usually cost you? around $40 a week

Do you specifically look for places in old town or where do you go? Yes, need it to be quick but close enough to still get out of the office and walk around and get food.

What kinds of food do you usually gravitate towards? Tacos, sandwhiches, something fast enough I can still sit down and eat at the restaurant but better quality than fast food.

How do you travel to go to lunch and how far? Within walking distance, old town. Plenty to choose from and I don’t need to go further.

Do you and your coworkers ever have alcoholic beverages during the lunch ‘hour’ and what kind? No, it’s seen as unprofessional and I still have work to do when back at the office. Only drink if the office is going for a late lunch like (2-3) that turns into drinking and not going back to the office like fridays.

Describe the level of socializing you include or look for during your lunch ‘hour’? Like socializing because gets away from the clients and phone calls.

Do you usually go with a group, one other person, by yourself, with different people every time, etc.? by myself or with one woman and man from my office usually.

Describe the vibe and atmosphere you are looking for when going on your lunch break? Energetic, fast-casual, clean

Describe your favorite experiences when your office initiates an office wide lunch meeting either in office or at a restaurant? Love late lunch, where the office eats out then decides to take the rest of the day off and drink and socialize. Usually fridays.

How would you feel about delivery or online ordering services for lunch or what turns you away from these services? Don’t like them at all, can’t get out of the office, feels like leftovers.

Have you had any experiences at the Welsh Rabbit Bistro and how were they? Yes, also with coworkers and their spouses, but at night for dinner and loved it, but it takes forever, like the date night feel.

• Service? Really takes a long time.• Product Offering? Limited, but good, enjoy the plates and wine.• How did you hear about the Welsh Rabbit or decide to go there? Near the office.• Would you go there for lunch, why or why not? They do lunch? They should have

a menu in the window saying their lunch menu. Is it just the cheese plates? Don’t want cheese plates for lunch, Would take to long, Too expensive, Not for drinking at lunch, Seems too date like, Not sure it’s the right vibe, Need new products/ lunch menu?, Advertising.


Name? Corinna P.Gender? FemaleAge? 24Occupation? Product DeveloperCompany? Presence of IT

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Tell me about yourself? 27, Director of Personnel for CSU Football Team in Fort Collins. Lives on the Southeast side of Fort Collins. Lives with 2 other people, is a home body, loves sports.

Tell me about some of your most memorable lunch experiences? In the springtime when his hours aren’t as bad, him and a group of his guy friends will take a 2.5 hour lunch and go to the breweries and drink beer, eat at the food trucks, and play cornhole. Also when he worked in Utah, they had a tricked out golf cart that costed $25,000 so he would take his interns and they would drive to lunch in the golf cart.

Growing up or more recently? Field trip to San Francisco, had a kiwi and it flew out of my hands. The kiwi flew away.. / 2 years old in Hawaii, uncle was a chef at a nice restaraunt. Remeber sitting in a nice atrium with beautiful flowers everywhere and rod iron table sets.

Tell me about some of your worst lunch experiences? They had a player on a visit and went to The Boot, the waitress spilled water on his boss and then the food took hours. In the end, they didn’t sign that player.

Describe what you do for lunch when you are working at the office? Eats out 5 days a week unless his girlfriend makes him meals that week for lunch and almost always takes it back to the office. A lot of times will order ahead and bring it back to the office. He usually gets food from Tokyo Joes, Mod Pizza, Chipotle, or Pickle Barrel. He doesn’t pick these places because of cost, but because they are fast, easy, and hassle free. He will buy his intern lunch and spend around $20-$30, but not usually more than $15 on himself. He looks for things easy to take to go and always drives to be faster. If he sits

down somewhere, he will by himself, with his gf, or with friends but usually still wants something quick. He doesn’t usually drink at lunch time on a regular basis, but if he did it would probably be a beer or cocktail (doesn’t like wine).

How much time do you usually take for lunch? When eating at the office, he eats while working and takes no more than 20 mins to go get food. When going to sit down, 1 hr. Depends how busy he is.

Do you specifically look for places in old town or where do you go? Prefers to drive, so he will go anywhere. If it is nice and it’s convenient, he won’t go far unless it is something he really wants.

What kinds of food do you usually gravitate towards? Prefers to drive, so he will go anywhere. It is nice if it is convenience, he won’t go far unless it is something he really wants.

How much does that usually cost you? Doesn’t want to spend more than $15 normally.

How do you travel to go to lunch and how far? Drive, depends on what he is driving for.

Do you and your coworkers ever have alcoholic beverages during the lunch ‘hour’ and what kind? Not usually. Beer.

Describe the level of socializing you include or look for during your lunch ‘hour’? Doesn’t matter, likes going with people, but doesn’t mind being alone.

Do you usually go with a group, one other person, by yourself, with different people every time, etc.? Usually by himself or one other person, occasionally a group.

Describe the vibe and atmosphere you are looking for when going on your lunch break? If by himself, he prefers it to be more quiet, if he is with people he doesn’t really care.


Name? Geoff M.Gender? MaleAge? 27Occupation? Director of Personnel for CSU Football TeamCompany? Colorado State University

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Describe your favorite experiences when your office initiates an office wide lunch meeting either in office or at a restaurant? Prefers to eat with his friends, himself, or gf, so doesn’t love work lunches. But when they have visits they will go to better restaurants and he can decide what he orders. Don’t go to super out there places though because they are usually taking an inner city high school kid who isn’t into that, so usually a low key atmosphere with a variety friendly menu.

Have you had any bad experiences for a work lunch? Mentioned above. Also, the office will cater in lunch when it is during their super busy times, but it is usually nothing that good so he hates it. It is usually unhealthy, but he has no choice but to eat whatever they bring in, they strictly order what is financially feasible (so super cheap).

How would you feel about delivery or online ordering services for lunch or what turns you away from these services? Would/Does use them when SUPER busy, he orders ahead for pick up all the time. The main reason he doesn’t, is because it is nice to get out of the office for a little bit.

Have you had any experiences at the Welsh Rabbit Bistro and how were they? Yes, went with his girlfriend and loved it because he loves charcuterie and cheese plates, but it does take a long time so more ideal for dates, dinner, etc.

• Service? Good, sat at the bar, nothing extraordinary.

• Product Offering? Definitely different and limited, not a ton that sounded super appealing, picking own cheese plate is a little threatening if you don’t know what pairs well, etc. Not lunch friendly at all.

• How did you hear about the Welsh Rabbit or decide to go there? Yelp, his girlfriend.

• Would you go there for lunch, why or why not? He would consider going for lunch if he knew it would be quick. He loves the W.R. for the cheese plates but would need a faster option. If they offered similar options to other lunch places it would have to be really good and within the same price range to go. He goes to backcountry deli all the time, so maybe compete with those prices around $9.50-$11. Would be likely to order if super easy and convenient for a good price. Needs a to go option that is quick, if sitting down, NO more than an hour. Wouldn’t drink wine, not enough beer options to drink beer.

i n t e R v i e w f o u R c o n t i n u e d

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Tell me about yourself? 23, Product Developer. Lives with her boyfriend.

Tell me about some of your most memorable lunch experiences? Most memorable lunch experience was the day of her high school graduation when she went to a local diner with a group of her closest friends. They were super hungover and had burgers, french fries, and milkshakes. It was memorable because it was in celebration and it is a last true memory with all of those friends and it was really fun.

Tell me about some of your worst lunch experiences? She was visiting a friend in Omaha and was hungover and went to brunch. She was starving because she hadn’t eaten yet and it took 1.5 hours to get a table and then another hour before they got their food. The worst part, was the food wasn’t even worth it, it didn’t make up for it.

Describe what you do for lunch when you are working at the office? Usually she brings her lunch, home cooked leftovers. If she goes out she usually goes to Whole Foods because it is healthier, pre-made, fast, convenient, and she can easily bring it back to the office which is where she almost always eats. (She would prefer to go out to dinner instead of lunch).

How much time do you usually take for lunch? She works while she eats usually at the office which is usually 30 mins, but if she went out would not take longer than an hour.

Do you specifically look for places in old town or where do you go? Prefers for it to be in walking distance unless it is a special work lunch, but still prefers to walk.

What kinds of food do you usually gravitate towards? Gravitates towards anything

convenient and healthy, likes the hot bar at whole foods because she can go look and see what she is feeling, lots of different options.

How much does that usually cost you? Spends between $8 and $13

How do you travel to go to lunch and how far? Walks, a couple of blocks.

Do you and your coworkers ever have beverages during the lunch ‘hour’ and what kind? Not usually. She would totally have a beer or cocktail if she went to a sit down place with coworkers. Loves wine, just not at lunch.

Describe the level of socializing you include or look for during your lunch ‘hour’? Definitely likes to socialize during lunch, but it depends on the person. If she eats in the office, it doesn’t matter.

Do you usually go with a group, one other person, by yourself, with different people every time, etc.? Wouldn’t eat out at a restaurant alone unless she really needed to get away, she would go more if she had someone to go with. Depends on the person.

Describe the vibe and atmosphere you are looking for when going on your lunch break? Doesn’t like going to chain restaurants or fast food if going to sit down since she doesn’t typically go out, wants something fun, casual, and social, not formal.

Describe your favorite experiences when your office initiates an office wide lunch meeting either in office or at a restaurant? If she is going to get work done out somewhere, she prefer it to be over coffee, otherwise she will bring something back to the office to work through lunch. She likes going out with the office because it is good team building and lightens the mood.

How would you feel about delivery or online ordering services for lunch or what turns you away from these services? Has used them on SUPER busy and chaotic days (photoshoots) although they usually just bring in a bunch of food, but it is a nice option on crazy days. She just doesn’t like waiting for the food, would rather take the chance to get out of the office to pick up food. Doesn’t care about the delivery expense, it is cheap enough. There isn’t any food she wouldn’t order delivery.


Name? Kelly A.Gender? FemaleAge? 23Occupation? Product Developer Solutions Analyst/ConsultantCompany? Self-Employed

i n t e R v i e w f i v e

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Have you had any experiences at the Welsh Rabbit Bistro and how were they? She has only been to the actual cheese shop and enjoyed her experience.

• Service? Good.

• Product Offering? Just thinks of cheese, didn’t really understand what the bistro would offer other than cheese plates.

• How did you hear about the Welsh Rabbit or decide to go there? Would you go there for lunch, why or why not? She would totally consider going there for lunch if they had typical lunch offerings like sandwiches, soups, and salads. She would get it to go if they offered it and if it was affordable ($8-$13) she would go regularly. Doesn’t really strike her as an affordable place and wouldn’t want a long sit it time if she ate there. Wants variety and healthy options.

i n t e R v i e w f i v e c o n t i n u e d

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Tell me about yourself? 25, lives in Frederick, Works in FOCO. married, no kids sales operations/marketing for a consulting firm in north old town. Really active, likes to be outside.

Tell me about some of your most memorable lunch experiences? Lunch with coworker cyndi, went to steakout, loved it. 1st time to eat, only have drank before, food was up to expectations. Close by the office = reasoning. Food always looked good. Drink their= expectations met.

Tell me about some of your worst lunch experiences? Not specific experience but hate slow service or when the waiter doesn’t come up, or check doesn’t come out right away.

Describe what you do for lunch when you are working at the office? Usually pack lunch, leftovers- salad, sandwiches, 10 mins? Usually eat while working in office. 1 hr out of office.

What kinds of food do you usually gravitate towards? Close by, healthy, new, plenty of restaurants in foco

How much does that usually cost you? $10-15

How do you travel to go to lunch and how far? 10-15 mins walk from city of foco office.

Do you and your coworkers ever have beverages during the lunch ‘hour’ and what kind? no

Describe the level of socializing you include or look for during your lunch ‘hour’? like to go with whole office, 6-7 people. like to see what every one in the office is working on.

Describe the vibe and atmosphere you are looking for when going on your lunch break? Casual and fast.

Describe your favorite experiences when your office initiates an office wide lunch meeting either in office or at a restaurant? Pizza party, easy to share, quick delivery, easy to have leftovers.

Have you had any bad experiences for a work lunch? Had to wait 50 mins for our check one time during a team lunch and was not happy.

How would you feel about delivery or online ordering services for lunch or what turns you away from these services? Like jimmy john’s the app is easy, fast, when I don’t want to leave = good. Ramen master.

Have you had any experiences at the Welsh Rabbit Bistro and how were they? Never been. Some people in office have been for dinner but i’ve heard it takes a long time.

• Atmosphere? Sounds tight. Like not very good for more than two people.

• Service? Sounds good and custom.

• Product Offering? Small, cheese plates? Cheese and wine? fancy.

• How did you hear about the Welsh Rabbit or decide to go there? Close by the office.

• Would you go there for lunch, why or why not? They have a lunch? It depends on time and if they had food I liked.


Name? Laura S.Gender? FemaleAge? 25Occupation? Sales/MarketingCompany? Presence of IT

i n t e R v i e w s i x

D e s i g n g o a l

We will create a new business strategy for the lunch hour fulfilling the following customer needs: • Easy grab and go- or under 30 mins. • Variety of product offerings (sandwiches, soups, salads, pizza, dietary options). • Affordability (competitive lunch prices around $15).• Meet the need for a quick “escape from the office”.

U s e r P e r c e P t i o n s

• Not much product variety, (cheese and wine).• Slow, “date night”, environment.• Great quality food but at high pricing.• Only dinner offerings (don’t know lunch exists at the W.R. and never think to go to there).• “Fancy” and unique.

P h y s i c a l a t t r i b U t e s

• Displays menus/ specials on windows.• Focus on a more energetic atmosphere (more light, fun music, potential patio space or open air concept).• Comfortable casual layout for parties of 2-4.• Product offering including more lunch friendly options to take on the go including sandwiches, quick cheese plate apps, soups,

salads, pizza, etc.

F U n c t i o n a l a t t r i b U t e s

• The new product offering should have the ability to be transported back to the office.• Portion size needs to be flexible (offer half orders).• Fresh, healthy, and filling ingredients.• Ability to easily order ahead.• Casual-fast environment.• Advertising around lunch, promotions (advertise they HAVE lunch).• Still want to maintain “higher end” food quality even with a new product offering at lunch.

c o n s t r a i n t s

• Current Layout of restaurant could restrict easy grab and go, line buildups, order ahead could be a better option than in house cooler for grab and go.

• How many people can they actually hire? Lunch staff need to be adequate to deal with a “lunch crowd”. • Ensuring consistent service. • Poor current product variety (high end, too expensive, too slow, too cheese and wine focused).• No social media and marketing strategy presence (lacking in this area).

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d e s i g n c R i t e R i a

n a P k i n P i t c H -s a M e “ s P e c i a l t y s e R v i c e ” , c H a n g e o f l u n c H P R o d u c t o f f e R i n g

a P P r o a c h

Currently the Welsh Rabbit Bistro offers their regular dinner menu during its lunch service. Although the hours are displayed, there is nothing promoting the business’s lunch offering or the menu in the restaurant and the current lunch offering has little appeal to the target market. The Welsh Rabbit Bistro wants to capture the office lunch market, but this market enjoys eating sandwiches, burgers, burritos, soups, salads, etc. between the hours of 11 and 2 while getting out of the office for this lunch for around 20-35 minutes. Therefore, we propose the W.R to keep their “specialty” offerings, but cater more to the target market with specialty sandwiches, salads, soups and possibly desserts utilizing their cheese offerings and quirky, unique and high quality ingredients. An extension of the lunch ‘hour’ will be necessary in gaining market share. This would also require extensive marketing and promoting of its new menu to the target market and area.

e x e c U t i o n

First the Welsh Rabbit Bistro would need to implement a specialty lunch offering. Currently, the Bistro offers the same menu at lunch as it does at dinner, which does not appeal to the office working lunch crowd. With the focus on time- consuming cheese plates and extravagant small plates, consumers consider this a ‘date night’ go-to place. By offering a different menu for lunch, including fresh unique sandwiches, salads with specialty cheeses, soups and possibly desserts, it already grabs the attention of potential consumers, and the Bistro has a better chance competing/ outshining/ standing out from the typical “hot spots” during lunch. Along with the menu change, the Welsh Rabbit would need to update its website by showcasing their lunch menu separate from the dinner menu and offering an online pickup ordering system as they do for reservations. This will cater to people who still want to get out of the office, but need to head right back and/or work through lunch. These consumers wouldn’t have to wait in lines or wait for their food to be prepared, so it will appeal to those needing that convenience. The Welsh Rabbit will also have to consider a lunch time extension to meet the needs of their target market as well as an extensive marketing plan and execution to get awareness about the Welsh Rabbit and it’s lunch to the target market in northern FOCO.

n e e D s

What stakeholder wants this? Working business class ages 25-55 working in Northern Fort Collins, who are looking to get out of the office and have lunch in under 35 minutes. They want a simple option that is affordable and tasty, and has the ability to be taken on the go.Unmet needs: Easy, fast and healthy lunch option that can be consumed in under 30 minutes. Possibly the “specialty” and more unique lunch offering that the Welsh Rabbit could give to the northern FOCO community. Consumer’s want affordability without sacrificing flavor, ingredients and time.Stakeholder will benefit: The consumer is still getting a fresh, tasty lunch at an affordable price that can be enjoyed in a nice establishment or at work in under 35 minutes. A specialty lunch offering will be one of a kind in the northern FOCO lunch area and give the stakeholder options to try out the Welsh Rabbits options and flavors without the time commitment of dinner and the stigma of a “date” restaurant.

b U s i n e s s r a t i o n a l e / c o m P e t i t i o n

Since the Welsh Rabbit only makes 10 percent of its profits during its current lunch hour, a new marketing strategy with added services, extension of lunch hours and a menu change is a must. During lunch, these business people/ the target market for the bistro are going to Backcountry Deli for sandwiches, Illegal Pete’s for burritos, Spoons for soups and salads, Whole Foods for healthy salads, soups, and quick meals as well as surrounding go-to offerings by La Luz, Austin’s, and quick options such as Slyce and Jimmy Johns. The Welsh Rabbit needs to compete with these product offerings as well as lunch marketing, and separate its lunch and dinner options. With a more specialized lunch product offering of sandwiches, soups, salads and quick desserts or treats utilizing the W.R’s high quality cheeses and ingredients they can exceed the competition and stand out as a better option if the timing, pricing and product offering is right for the target market. The target market also needs services catering to their busy work week, and although they may want to take a stroll and get out of the office, they realize they can knock things out as they eat lunch so they like being able to pick up something quick. With services appealing to this busy working class and a marketing strategy so people are aware of the Welsh Rabbit Bistro during lunch, this business can increase its profits and compete with the hot lunch spots around Fort Collins. 15

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a P P r o a c h

• Implement a new lunch menu, that provides catering services to business and consumers.

• Catering would create the opportunity for additional profit, without having to change the store layout and bistro hours.

• This also allows more time for preparation of the meals, since the catering orders will be placed ahead of time.

• Make it memorable - Let the customer order cheese as an appetizer, or collaborate with another local business to serve as your desert/side (like Jimmy Johns has cookies). Nuance Chocolate, Mary’s Mountain Cookies, or Buttercream Cupcakes are just a few that immediately come to mind.

• The menu needs to be revised to better accommodate the lunch crowd. • The lunch menu should incorporate the cheese in some way, but it shouldn’t be

the primary focus of the meal.

e x e c U t i o n

• First the Welsh Rabbit Bistro would need to revamp the lunch offering. Currently, the Bistro offers the same menu at lunch as it does at dinner, which does not appeal to the office working lunch crowd. With the focus on time consuming cheese plates and extravagant small plates, consumers consider this a ‘date night’ go to place. By offering a different menu for lunch, it already grabs the attention of potential consumers, and by offering sandwiches, salads, etc. the Bistro has a better chance competing for business during lunch time.

• If the Welsh Rabbit cannot rearrange its current resources, then they’ll have to invest in some additional capital and personnel to support their new catering business.

• An ordering system would need to be implemented that allows the Welsh Bistro enough time to adequately prepare the meals.

• Advertising and Promotion will be required for gaining traction and creating awareness towards the Welsh Rabbits new catering service.

n e e D s

What stakeholder wants this? Local business looking for fast, affordable, and professional lunch caterings.

Unmet needs: Professional lunch catering service that still provides food/services at an affordable rate.

Stakeholder will benefit: Business will be able to offer their employees/visitors a unique, fresh, and tasty lunch experience.


Only 10% of the Welsh Rabbits profits can be attributed to their lunch. By adding Catering to their business, The Welsh Rabbit will be able to provide lunch to areas of town that are currently labeled inconvenient for people wanting lunch. It provides The Welsh Rabbit more time for preparation of meals, since the orders will be placed ahead of time. This plan promotes the restructuring of resources, rather than purchasing new ones. A menu change is going to be key in getting people to bite. By offering more diverse lunch options, it will make The Welsh Rabbit Bistro more of a contender in the lunch market. A Marketing plan would help with the expansion of the service. Catering would also allow the Welsh Rabbit to test run a lunch service, before expanding to their restaurant.

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a P P r o a c h

Currently the Welsh Rabbit Bistro’s website displays only its one menu and a service to make a reservation. Although the hours are displayed, there is nothing promoting the business’s lunch offering and the menu has little appeal to the target market. The Welsh Rabbit Bistro wants to capture the office lunch market, but this market is looking for a quick walk to grab lunch, often to take back to the office. If the Welsh Rabbit Bistro added a pickup ordering system on its website to appeal to those who want to pick up something quick and take it back to the office, this could help stimulate its lunch business. This would also require an update to its menu to quicker options including soups, sandwiches, prepared cheese platters, salads, etc. utilizing the fresh ingredients they love. Lastly, this would need to be advertised to local businesses and should be connected through Yelp in order to gain a customer base.

e x e c U t i o n

First the Welsh Rabbit Bistro would need to revamp the lunch offering and start lunch earlier. Currently, the Bistro offers the same menu at lunch as it does at dinner, which does not appeal to the office working lunch crowd. With the focus on time consuming cheese plates and extravagant small plates, consumers consider this a ‘date night’ go to place. By offering a different menu for lunch, it already grabs the attention of potential consumers, and by offering sandwiches, salads, etc. the Bistro has a better chance competing with the hot spots during lunch. This new menu change will then be promoted to local, nearby offices to trigger its lunch business.

n e e D s

What stakeholder wants this? Working business class ages 25-55 working in Northern Fort Collins, who are looking to get out of the office, but also have time constraints. They want a simple option that is affordable and easy to take to go and eat beside the computer at work, but is still fresh and tasty.

Unmet needs: Easy, fast and healthy lunch option that can be ordered ahead of time for the consumer who prefers to work during lunch.

Stakeholder will benefit: The consumer is getting a fresh, tasty lunch at an affordable price that they can order ahead of time so they don’t have to wait and waste time when trying to get back to the office.


Since the Welsh Rabbit only makes 10 percent profits during its lunch hour, a new marketing strategy and a menu change is a must. During lunch, these business people are going to Backcountry Deli for sandwiches, Illegal Pete’s for burritos, Spoons for soups and salads, Whole Foods for healthy salads, soups, and quick meals. The Welsh Rabbit needs to compete with this product offering, and separate its lunch and dinner options. People need an offering catering to their busy work week, but allows them an escape from the office. With a menu appealing to this busy working class and a marketing strategy so people are aware of the Welsh Rabbit Bistro during lunch, this business can increase its profits and compete with the hot lunch spots around Fort Collins.

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a P P r o a c h

Currently the Welsh Rabbit Bistro has small sitting room for around 45 guests that is not conducive to a large lunch crowd. Since the target market wants to get out during lunch, walk around old town to nearby restaurants and find food, the Welsh Rabbit needs to play to this while satisfying time requirements. A grab & go cooler to the right of the bar area in the Welsh Rabbit stocked with freshly made sandwiches, salads, and general lunch items (think artisan chips) will be a good approach for both parties.

e x e c U t i o n

We would need to reconfigure the inside of the Welsh Rabbit Bistro in order to allow for a open faced cooler stocked with freshly made grab and go lunch items. Currently the configuration doesn’t allow for this sort of option due to many different seating options. We would place the cooler close to the bar and have it close to the register at the bar in order to further speed up the in and out process. A new marketing plan and strategy will be key to differentiate the Welsh Rabbit Bistro from lunch competitors.

n e e D s

What stakeholder wants this? Working business class ages 25-55 working in Northern Fort Collins, old town vicinity, who want quick “lunch foods” including mainly sandwiches, salads and easy to eat meals while at the office during the week.

Unmet needs: Fresh, unique, and high quality ingredients that are fast, convenient, and affordable to eat for lunch in the Northern old town area.

Stakeholder will benefit: real ingredients, variety of artisan options such as freshly made sandwiches, salads, soups, “bistro” foods. Easy packaging/use, affordability, easy to walk from office for quality grab and go options- convenient, tailor able to diet restrictions.


Currently, the Welsh Rabbit only makes 10 percent of profits a week during lunch. This hardly constitutes staying open and staffing, because the Welsh Rabbit is close to so many lunch spots downtown Fort Collins. We believe that they can utilize this market better than they currently do with a grab and go cooler option. The Welsh Rabbit could offer a high end quality product that is easy for the consumer to get out of the office, walk to the Bistro, pick up and enjoy. Places like spoons, Illegal Petes, and La Luz do not have grab and go options similar to this concept so it will be a differentiator that would change the game. This type of business change would also allow for more morning prep, less additional staffing, and less stress for the chef during the actual lunch hour, and will widen its current customer base.

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Key Assumptions: TE 2D/3D 4D

Concept Name: Same “specialty” service, change of product offering

Value Test: Business people/target market in the area will go to the W.R for a “specialty” lunch XOfferings such as unique sandwiches, soups and salads utilizing W.R cheese for lunch will be viewed as positive by target market

X

New lunch will meet expectations of a fulfilling, quick and affordable option XExecution Test: W.R. can acquire the target market lunch crowd X

W.R. can hire more staff for peak lunch hours to offer a smoother, faster, guest ex-perience XW.R. can distinguish lunch and dinner offerings from each other XW.R. can create a trial lunch period 1-2mo XW.R. can be open during peak times which requires 1-2 hr hour extension X

Scale Test: W.R. can handle demand of a “quick” time constraint XW.R. can afford to offer a new lunch menu XW.R. can market effectively to reach target markets XMarket who wants “specialty lunch” is large enough to increase profits about 10% for W.R lunch

X

Defensibility Test: “Specialty lunch” doesn’t already exist XNew lunch menu will contin-ue to bring in business at all hours XCan continue to adapt offer-ing and services around consumer’s wants and needs to protect competi-tive advantage at lunch

X

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l e a r n i n g l a U n c h D e s i g nKey assumptions to test Big picture and why?

Currently the Welsh Rabbit Bistro’s lunchtime offering roughly accounts for 10% of its profit. With a vision to tap into the working lunch crowd whom demands quick and convenient quality offerings, creating a separate lunch menu utilizing the W.R specialty ingredients such as there cheese in new ways, such as salads soups and sandwiches, would better capture this market.

What design thinking principles play into this? Experimental, Iterative Process, User-Centric, redesigning a brand image to the public

Learning Launch Who: The working crowd of Northern Fort Collins ages 25-55Where: The Welsh RabbitHow: Measuring profit and traffic during the lunch hour and through the soft opening with participation and feedback. Cost: Promotional costs (around $5000?)Time: 4 Weeks (2 week soft opening, 2 weeks post grand opening) Other key factors: Positive feedback, repeat customers, larger profit generation in long term

What specific data can validate or disprove

your assumptions, hypotheses?

How will you obtain it?

What is your specific plan to generate the data you need?Due to the low percentage of profit made during the lunch hour, monitoring the change in profit during the lunch hour will indicate overall success for The Welsh Rabbit Bistro. Also by utilizing a live, in-market experiment through a soft opening the Welsh Rabbit Bistro can analyze the effectiveness of simple marketing via flyers and social media and gain direct feedback from customers. The Bistro will market its secret opening by first offering free lunch time slots for likes on facebook, email sign ups, etc over a two day period. In order to increase traffic before the grand opening of the new lunch menu after the two day opening there will be a two week soft trial opening of the lunch hour (open but not marketed or pushed). Customers will then be asked to fill out feedback cards or complete online surveys which will give the Bistro immediate feedback and an idea of its success or changes that need to be made. After this two day free trial and two week soft opening, a grand opening will be held to officially re-open the Welsh Rabbits new lunch hour to the public and have more success due to the pre-opening market research and feedback implementation.Success Metrics:• Cncrease lunch profits to 30% of its sales. • Gain at least 50 new social media followers and email participants.• Fill all lunch slots for first 2 days of trial opening before the soft opening period.• Getting 90% positive feedback about new product offerings through surveys and feedback cards. Disconfirming Data:• Profit increases only due to new marketing plan and not the new product offering.• Feedback about product offering is negative.• Profit does not increase at all after money is spent on new product offering and marketing plan. • Potential customers don’t see a need for the Welsh Rabbit’s lunch offering.

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