steak house final report.ppt
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FINAL REPORT – DECEMBER 2011
STEAK HOUSE
Project TeamProject TeamSamantha Brand
Jason La SalaPhillip Tarantini
Math 110Brought to life with Addressable Minds
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Our Business Issue
• An increased number of new Steak Houses are opening these days
• But….there are even more Steak Houses closing
• The Restaurateurs who are opening these Steak Houses are unsure of what the consumer of 21st century wants when it comes to a dining experience.
• What can we do to change this?
As whole our survey produced these results…
*Most people enjoy a child free section after 9pm
*Customers want variety when they go to a steak house…not just steak!
*Customers also want top notch ingredients to be used
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But people are different so we broke our results up into 3 segmentsDifferent Customers– Different Approach
Messaging for one isn’t necessary going toappeal to the other…and could actually hurt
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Ambiance41%
Socialites
19%Food Enthusiasts
40%
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Socialites
These customers want to :•Enjoy a drink •Have lots of options in what they drink •Listen to live music and mingle with others
They are not interested in •The ambiance of the restaurant •Portion sizes
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Food Enthusiasts
• They enjoy food that have won awards and recognition.
• The food must be made with fresh material.• Big portion sizes are preferable.
What’s important
What’s not important•A large selection of alcohol
•The location does not matter
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Ambiance Seekers/ Couples
These customers enjoy:•Lightly colored rooms
•Floral arrangements on tables
•Candles are a must too
Not interested in:•Live entertainment•Watching sports while enjoying their meal
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To Conclude……..
• Not every Steak House will please every potential customer
• A new Restaurateur needs to find out what kind of Steak house
consumers they want to come to their restaurant
• He or She should do all that they can to please a certain group to
achieve success
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