Exe Executive Summary: Meet the Team AL ALLYSO SON BECKMAN AN BEN PIKE BE Allyson is a junior pursuing a major in public Ben is a junior pursuing majors in political relations with a minor in social and science and media & journalism economic justice. She focused on analyzing (concentration in advertising) with a consumer trends and secondary data. minor in history. He focused on the ethnographic insights at Carolina Coffee Shop. JAD JADA C A COLEMAN AN Jada is a junior majoring in public relations NA NATA TALIE IE RINE INEHA HARD and minoring in composition, rhetoric, and Natalie is sophomore pursuing a major in digital literacy. She focused in depth media and journalism with a interviews and customer insights. concentration in market research and a minor in cognitive science. She focused on the consumer experience through NICOLE MARTINE NIC TINEZ focus group research. Nicole is a junior pursuing a major in advertising. She helped conduct a focus group to better understand consumer habits.
Ex Execu cutiv ive Summary: Clie Client Ch Challe llenges and Res Resea earch Objec ectives ves Cu Customer La Late-ni night ht Ro Room for Growth Sa Satisfaction & Pe Perception
Et Ethnography Insig ights Po Possi ssible Concerns/ s/Challenges Po Posi sitive Obse servations ● Potential identity crisis: name & serving ● Many booths times ● Water served upon seating ● Rotating/no constant host ● Space to eat & work ● Coffee to-go door ● Positive & brief customer interactions ● Darkness of restaurant ● Unpredictable service La Late Nigh ght Ethnogr graphy Insigh ghts ● Older customer base ● Many stayed for a drink ● Television/entertainment ● Change in customer behavior compared to the daytime
Interview Ins Int Insight hts Mi Millenni nnial 2 U 2 UNC S Students Competitor Cu Co Customer ● Had been to CCS once ● “Coffee shop” is ● Starbucks ● Great experience ● misleading Appreciation for ● Unclear seating ● Not fast food restaurant app ● Guessed hours were 8-5 ● ● More expensive than Affinity for calming ● Not interested in it as a some places on Franklin, environment of coffee late night destination but less expensive than shop ● Factors that influence ● some of its more upscale Prices of CCS high for a him to try new places: word of mouth, competitors college student restaurant vibe, ● Can hang out or study Instagram, price
Focus Fo s Group Summary & Insi sights Mi Misleading ng Name Inf Influenti ntial Facto tors ● ● CCS’s focus not on coffee Word of mouth ● ● Believed CCS did not have a coffee Loyalty programs, such as Chick- menu Fil-A, and specials drive more ● Not a place to study; students students to restaurants ● spend the most when they are Whether someone likes coffee or studying for long periods of time at not is a factor, even though it coffee shops shouldn’t be one Br Breakf kfast/Br Brunch > Co Coffee at CCS CCS ● Full time students don’t usually have time to eat breakfast or brunch during the week ● Other food options are not as well known, but all participants displayed high interest in them
Se Seco condary y Research ch Findings Co Cons nsumer Trend nds ● Desire for new trendy foods, healthier alternatives, and visually appealing presentations ● Convenience, strategic pricing, entertainment options, and modernized menus Su Supplier Trends ● Fluctuating food prices due to the risks of droughts, heavy rains, and late freezes ● Major cost areas include labor and insurance; opening, closing, relocating, and remodeling; advertising, marketing, and promotion; and ingredients, utilities, and equipment Ge General Industry Trends ● Steady decline in lunch traffic ● Growing popularity of delivery services, food trucks, and healthier local options
Se Secondar ary Resear arch Findings Continued Co Competitor Ca Cases ● Growing popularity of breakfast and declining desire for lunch ● McDonald’s, Taco Bell, and Hardee’s have begun adopting a variety of breakfast items ● Dunkin’ Donuts has tried to broaden their menu to a variety of breakfast choices, ultimately changing their name to reflect doing so Ot Other Notable Trends ● Social media: “In addition to keeping a menu on trend, smart operators make sure their plates are photogenic (and social media friendly) and they even create events and décor that offer photo opportunities.” ● Eco friendly: Younger generations prefer restaurants with higher corporate social responsibility ● More vegetables: U.S. population is eating 26 percent less meat
Qu Quantitative Rese searc rch Survey De Demogra raphics
Qu Quantitative ve Research ch Insight #1 ● Majority of survey respondents went for bre breakfa fast or bru brunch ● Respondents, on average, were willing to spend $4 $40.47 more re of a $150 CCS gift card on on breakfast than the next highest meal time amount ● Strong breakfast support ● Raises concerns for late night support
Quantitative Qu ve Research ch Insight #2 ● Nearly 70 70% respondents indicated booth would be their that sitting at a bo fi first choice ● 30 and especially under Those un under 3 23 are significantly mo more likely to want to sit at a bo wa booth ● Most common order for seating preference was booth, table inside, table outside, bar top
Qu Quantitative ve Research ch Insight #3 ● half of respondents cited the Al Almost h mo most imp mportant nt consideration for choosing a late night spot is wh where th their friends are going ● Average rank for where friends are going was about 2 ranks ahead of the next most popular rank ● ptive to the idea of Customers are re recept lat late nig ight food at the places where they go out ● Preferences do not change significantly across age groups ● or very likely to visit CCS if 62% slightly or 62 it was a “ni “night ghttime me bar dest stina nation,” n,” 23% slightly or very unlikely
Qu Quantitative ve Research ch Insight #4 ● 0 0 respondents indicated they first he heard ab about CCS on social cial media ia ● 20 20% said an in increas ased social ial media ia presence would make them mo more likely to to visit ● Mo Mode dera rate po positive corre rrelation (.466) between # of times CCS CCS logo was shown in a post and # of likes received. ● Sl Slight positive corre rrelation (.286) between wo women sh shown in the foreground of the photo and # # of f likes received
Qu Quantitative ve Research ch Insight #5 ● The mo most commo mmon n reason n people have not visited Carolina Coffee Shop is because they do don’t dri drink/like coffe ffee ● The to top two two facto tors that would increase the likelihood of going are me meal and nd drink nk sp specials
Qu Quantitative ve Research ch Insight #6 ● Most terms associated with neutral or po CCS are ne positive , but there are some terms that show ro room for r im improvement to consumers
Qu Quantitative ve Research ch Insight #7 ● What respondents would like to change organized by ea easies est to change , requires mo more cons nsideration n to ch chan ange , and requires mo most co considerat ation to ch chan ange ● All age groups equally likely to recommend (66% yes, 31% maybe, 2% no) ● Satisfaction with overall experience, service, cleanliness, and layout have a significant impact on willingness to recommend
Mar Marke ket R Resear arch R Recom ommendat ation ons So Social Me Media ● Targeted ads on Facebook & Instagram ● Use of social media to inform about special events ● Focus on CCS as a place that is a restaurant NOT just a coffee shop ● Instagram promotion: mention Carolina Coffee Shop on your Instagram story and get a 10% your next purchase La Late-ni night ht ● Offer food/drink specials to entice younger audience ● Offer special deals/promotions to breakfast and/or brunch goers for late night drinks/activities ● Come in and get your second drink free (After 5 pm)
Mar Marke ket R Resear arch R Recom ommendat ation ons Des Design & Over eral all Exp xper erien ence ● Brighten the space for a better Instagram aesthetic ● Incorporate Carolina Coffee Shop logos onto napkins so that pictures taken by guests are more likely to feature a logo ● Continue to work on service to increase customer satisfaction ● Include survey on receipt for customer feedback on experience and environment Su Success ● Consistent service (6 months from now) ● More customer-appealing layout (6 months from now) ● 5% increase in people coming in after 5 p.m. (6 months from now) ● Established late-night spot (1 year from now) ● Increased social media presence, especially Instagram, at least 800 followers (1 year from now)
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