2. • 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
3. 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)
4. 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
5. Quantitative Research Findings
• Overall
• Focus on taste, freshness and quality
• Prefer to sit-in and enjoy the ambience and overall experience
Tourist
College
Students
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
6. 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
8. Factor Analysis
Factor 1: Living in the present
Factor 2: Visually Stimulated
VAR66: I would rather spend my
money for enjoyment now than save it
for later
VAR67: Over the weekend I would
rather spend time going out than
staying home
VAR68:I can resist temptation
VAR69: Life is too short to not try new
things
VAR70: Weather is a factor that affects
my decisions when making plans
VAR71: I prefer to finish all my work
first before taking a break
VAR72: I consider myself to be more of
a visual learner
10. 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
11. 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)
12. 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
13. 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
14. 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?
15. 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
16. 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
17. 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
