Restaurants
and Food Services
Full service
restaurants and fast-food establishments are faced with managing tight
margins in a highly competitive environment.
Pioneer Marketing Research has been a leader in the introduction
of innovative, cost effective techniques for gauging the experience of customers and in the selection of new menu items.
Customer
Satisfaction
The key measure of
customer satisfaction is the customers’ willingness to repeat the
dining experience and recommend restaurants or food items to others.
In customer studies, we strive to measure and improve the
customer experience. At
every point of customer contact we have attributes of satisfaction to
measure and compare, including the initial impression, ambiance,
attention and responsiveness of staff, quality of food, wine lists (if
appropriate), accommodating special requests, and perceived value.
Using response
cards, personal interviews, and CTI methods, we collect the information
and analyze the findings to improve the likelihood that customers will
return, repurchase, or repeat the experience.
Restaurant
recommendations are often suggested on our
www.vacationswithkids.com
website.
Alternative
Choices
It is relatively
easy to determine which menu items have the greatest following by
counting the number of times the items are selected.
It is more difficult to determine the ethnographic makeup of the
customer sample within the context of the menu, or to use the menu to
change the customer demographics and improve traffic patterns and sales.
Using mall
intercepts, focus groups, and usability laboratories, we collect the
data to determine customer decision or buying patterns. We
determine what influenced the customer's decision with respect to
selection, and we uncover patterns and trends based on demographics.
With conjoint
analysis we help clients determine which menu items are likely to have
the greatest attraction with selected customer subsets or the population
in general. In specialty
restaurants, national or fast food restaurant chains, we help determine
which menu items are likely to have the greatest following, at what
price they can be offered without cannibalizing the sales of primary
items for which the eating establishment is known.
Packaging
For many carry-out restaurants and fast food establishments, sales are in large measure
dependent on the packaging and pricing of the alternatives.
For providers of food products to national or selected markets we
help determine the appropriate packaging and/or pricing for prepackaged
goods and the extent to which packaging plays a role in the consumers’
decision to purchase the food items.
A
Partial List of Clients
AFC Enterprises
Perdue
