Panos Anadiotis | Lauren Baxter | Victor A. Paredes | Priya Singhal | Esther Tranle

CUSTOMER INSIGHTS

PROBLEM SOLVING APPROACH

Background Business Problem Secondary Research Primary Research Findings | General and Test Recommendations

BUSINESS BACKROUND

•  Opened in October 2012

•  Located on University Place

•  Specialty is Yakitori

•  Wants to bring Yakitori to the US

•  Prospect of second location in Midtown

Is location an important factor for the unaware to eat at BT or for the aware to eat more frequently at BT?

Aside from location, what other factors such as eating habits or take out habits or cuisine preferences are important for unaware to eat at

BT or for the aware to eat more frequently at BT”?

BUSINESS PROBLEM

SECONDARY ANALYSIS ANALYSIS

PESTLE

PORTER’S 5 FORCES

SWOT

BCG

FRAMEWORK

Macro-environmental

Industry analysis and business strategy

Structure of planning

Business Unit Analysis

Competition is high and there is the possibility by relocating to dry up current resources but capitalising on social and environmental trends in al ignment to current strengths like food quality and superior service provide plenty of room for growth

PRIMARY RESEARCH

1. General Eating Habits 2. Yakitori 3. Bamboo Tori

1. Has Eaten at Bamboo Tori 2. Does not know about Bamboo Tori 3. Knows about Bamboo Tori but has not eaten there

Segments

Questions

DEMOGRAPHIC    PSYCHOGRAPHICS    

GEOGRAPHICS    

39.2  %  are  white  and  43.2%  are  Asian    

Males : 44.6% Females: 55.4% 89.2% of our respondents fall in the age group of 18-34 with 56.8% in 25-34 years

Findings: Respondent portfolio

•  Familiarity with Yakitori: 53.9%

•  Familiarity with Bamboo tori:42.1%

•  Eating Habits: 44.7% eat lunch out 3-5 times a week

42.1 % eat dinner out 1-3 times per week

Lunch is mostly Take- out

•  Influencing factors: online reviews, word of mouth and location.

•  ‘location’ factor for take-out? 81.6% would travel anywhere between 0-5 blocks for a take–out

•  Point of contact with Take-out places: In-Person

ACCORD MODEL PERCEPTIONS ACCORD Model Aware Unaware

Relative Advantage Current positioning: natural products with no hormones

not a factor for choosing bamboo tori

Are not interested in knowing how/ where ingredients are grown

Complexity Simple concept Vending machine at Midtown may elevate complexity

Compatibility Convenience compatibility Looking for online compatibility

Communication Miscommunication: Observed benefit is price vs. real benefit is cuisine in take –out

Not looking for Yakitori in specific

Risk No risk currently N/A

Divisibility positive correlation between visiting bamboo tori and recommending it to others.

Most significant factor in causing visits to any restaurant: Online reviews (WOM Campaigns, Yelp, Seamless)

RECOMMENDATIONS Ø  Educate population about Yakitori. Currently, only Asian and White populations

are the only ones consuming Yakitori at Bamboo Tori. Ø  Offer promotions for dinner time to increase number of dinner customers to

increase awareness. Ø  Increase awareness of Bamboo Tori through search engine optimization,

advertising and couponing and free samples in the NYU community and more importantly in the Union Square area.

Ø  Referral and loyalty program at the restaurant with a stamp card and online (Facebook, Twitter and Instagram)

Ø  Increase presence on Seamless Ø  Free delivery. Most of customers prefer buying online.

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FURTHER RESEARCH

Validity Questions around Price sensitivity to determine if price increase is an option for revenue maximization.

1 Reliability Increase reliability of the questionnaire in terms of revealing the factors that inhibit visits.

Conduct pre and post visits surveys to forecast demand and cash flow projections with average dollar transaction; and, improvement of product mix by performing a basket analysis.

2 Representativeness Respondents were either aware or unaware, however more aware but not visited Bamboo Tori respondents should be surveyed to enhance accuracy of responses. Carry out observation exercises as more accurate information can be interpreted when the consumer does not want to reveal the right answer.

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thank you