Survey Analysis and Recommendation

• Snappy’s Main Objectives• Quantitative Research Findings• Improvements from Survey Workshop• Who We Are Targeting • Survey Analysis and Research Summary• Final Recommendation • Limitations of Research and Possibilities

Snappy’s Main Objective• Increase Dine-in sales during the

fall/winter season to minimize seasonal fluctuation

• Re-introduce Snappy Sushi• Increase College Student Customer

base

• Determine whether adding delivery option is a good investment

• Who should we target?• Segmentation (factor analysis)• Crosstab with demographics

• What should Snappy improve?• Restaurant attributes (Conjoint

Analysis)• Adding new items (Conjoint

Analysis) • Online Research sites (Frequency

Charts)• Interested in Delivery

(Frequency Charts)

Quantitative Research Findings • What kind of service/ ambience is the customer seeking?

• Service quality and speed• Interpretation of the menu• Dine-in VS takeout VS delivery

• What are the attributes that are important to the customers?

• Adding new menu options• Overall restaurant attributes (ex: location, price, taste)

• What is the research process when customers are trying to find new restaurants?

• Social media platforms or word of mouth

Quantitative Research Findings

• Overall • Focus on taste, freshness and quality • Prefer to sit-in and enjoy the ambience and overall experience

Tourist CollegeStudents

Business/Residents

• Like it when the waiter makes recommendation.

• Many have been to snappy sushi but won’t go back.

• Use online review sites to do their research

Improvements from survey workshop• Make changes based on the suggestions received

in class• Wording (Double Barrel)• Formatting (Disagree→ Agree)• More Options (Who doesn’t eat sushi; demographic:

age gender, household income questions)• Frequency (More specific intervals, limited memories)

• Ask more people to review before actual release

Frequency Charts

The answers from the seven lifestyle questions are Normally Distributed

Factor AnalysisFactor 1: Living in the present

Factor 2: Visually Stimulated

VAR66: I would rather spend my money for enjoyment now than save it for laterVAR67: Over the weekend I would rather spend time going out than staying homeVAR68:I can resist temptationVAR69: Life is too short to not try new thingsVAR70: Weather is a factor that affects my decisions when making plansVAR71: I prefer to finish all my work first before taking a breakVAR72: I consider myself to be more of a visual learner

Cluster Analysis

Cluster 1: Experience-Seeking

College Student

Cluster 2: Visually Impulsive

Cluster 3: Homebodies

Who Should we Target?

• Both genders • Age: 18 to 22• Single• White/Asian/Pacific Islander• Student• Reside in the greater Boston Area• Online Research: Use Yelp Review, GrubHub, Word of Mouth and Pass by the

Restaurant • Most Important: ◼1st- Taste ◼2nd- Price/Variety of Menu◼3rd- Convenient location/Quality of Service

• Prefer to Order Delivery through restaurant’s website rather than delivery services

CLUSTER 1: Experience Seeking College Students

Improvements with Ambience Observation

Recommendation

• Customers prefer to Google the menu items on their own • This means that they rely or utilize their phones during

the experience at the restaurant

• QR Code interactions• Promotions that will prompt a re-visit (add a like to

redeem a coupon or discount etc)

Expanding the Menu Observation

Recommendation

• Lunch Box and Vegetarian options have high coefficients when regressed with the likeliness of increasing Dine-in

• Add new menu items to lunch box menu since there is a limited selection

• Include existing menu options on lunch box menu

SPSS Coefficients

Dine-in Takeout

Delivery● Lunch Box Option has the highest influence ● Vegetarian Option has the 2nd highest influence● People who want to order delivery prefer to have more

vegetarian options

Competition • Have not been to Snappy• Been to Snappy

Why do people who haven’t gone to Snappy’s favor Fin’s?

What is something that Fin’s is doing that Snappy isn’t? What can Snappy do to differentiate itself from the rest?

Promote Healthy Eating Observation

Recommendation ◼Emphasize health

benefits of brown rice◼Creative vegetarian

options◼Provide nutritional

information on meals

• Those in Cluster 1 were negative for resisting temptation and are thus more likely to be healthy eaters

• During qualitative research, several noted that they liked Snappy’s vegetarian options

• Fins does not emphasize healthy eating

Final Remarks

Increase Dine-in sales during the fall/winter season to minimize

seasonal fluctuation

•Target experience seeking college students

• Add creative healthy options to make Snappy an ultimate destination

•Add lunch box items to make Snappy an ultimate destination

Re-introduce/Differentiate Snappy

Sushi

•Focus on healthier ingredients

•Expand lunch box menu•Add more vegetarian options

• Implement QR Interactions

Increase College Student Customer base

•Based on the crosstabs we have better knowledge of the characteristics the specific segment of college student we should target.

•Have workers hand out Snappy flyers on campuses

Determine whether adding delivery option is

a good investment

•Delivery is not a good investment since most of the customers prefer to dine-in

Limitations of Research

Although we interviewed many

tourists, we were not able to interview

enough

The results were mostly from college students, therefore

some of the observations made on the regressions may be biased

Limited number of lifestyle questions which we can use as guidelines to

understand a particular segment