restaurant market research study - ann michaels & associates

First ImpressionsRestaurant Study 2008Conducted by Ann Michaels & Associates, Ltd.

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Ann Michaels & Associates, Ltd.

Ann Michaels & Associates

Ann Michaels & Associates partners with companies to evaluate andAnn Michaels & Associates partners with companies to evaluate andanalyze customer touch points that are vital to exceptional serviceanalyze customer touch points that are vital to exceptional servicelevels, customer retention, and customer loyalty. Using a multilevels, customer retention, and customer loyalty. Using a multichannel model and an evaluator base of over 130,000, Ann Michaelschannel model and an evaluator base of over 130,000, Ann Michaels& Associates has assisted companies in pinpointing areas of strength& Associates has assisted companies in pinpointing areas of strengthand weakness, allowing for operational change and growth, improvedand weakness, allowing for operational change and growth, improvedservice standards, and increased brand positioningservice standards, and increased brand positioning. .


Study MethodologiesAnn Michaels hired mystery shoppers to conduct pre visit phonecalls to casual and fast casual restaurants in four major markets inthe US. These markets include Atlanta, Los Angeles, Chicago andNew York. Shoppers called the restaurants using two scenarios:

1. Calling for directions2. Calling for dietary menu concerns


2008 Restaurant Study

How important are first impressions?How important are first impressions?

You never get a second chance to make a You never get a second chance to make a first first impressionimpression


Overall Findings

Statistics across all markets


Which factors affected your impression of this restaurant/likelihood you would visit?

All Markets


Was the telephone answered in three rings?

All Markets


Did the employee answer the telephone by identifying both the restaurant and his/her name?

All Markets


If the employee placed you on hold, how long did you wait until the employee returned to the conversation

All Markets- Answer in Seconds


When providing directions, did the employee:

All Markets


Based on your knowledge of the area, how accurate were the directions provided?

All Markets


Was the employee knowledgeable about the menu?

All Markets


Was the employee able to answer your dietary/menu question without asking other staff and/or placing you on hold?

All Markets


Based on this telephone call only, please indicate your impression of this restaurant

All Markets


Generic Market Analysis

• New York scored highest in all categories– overall score New York scored highest in all categories– overall score 89%89%

• Chicago scored highest in the Greeting category - 94%Chicago scored highest in the Greeting category - 94%• New York scored highest in the Knowledge and New York scored highest in the Knowledge and

Professionalism category – 90%Professionalism category – 90%• Chicago scored best in the overall impressions Chicago scored best in the overall impressions

category- 91%category- 91%


Ann Michaels & Associates

3108 S. Route 59

Suite 124-255

Naperville, Illinois 60564

630-922-7804

www.annmichaelsltd.com

restaurant market research study - ann michaels & associates

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