Market Research and Diagnostic for a Quick Service Restaurant Chain
Key Objectives
- Collect primary research information on own and competing stores
- Understand key strengths and weaknesses vis-à-vis competition around product, pricing, store location and formats etc.
Our Approach
- Prepare a sample of 36 stores (12 own and 24 of the two most similar competing chains)
- Develop a questionnaire / guide for the customer interview around their profile, coffee/ snack buying habits and perception of the respective store / chain around pricing, product, quality, experience, store location
- Develop a site visit evaluation form focusing on operational matters
- Collect feedback through 722 interviews
- Analyze findings – whether local or chain-wide – and identify key trends and themes
- Identify key improvement opportunities
Impact for our Client
- Establish an objective, well-substantiated, and universal understanding of customer perception
- Identify key sources of competitive advantage and areas providing opportunity for improvement
