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Marketing Research Articles Related to the Fast-Food Industry

Marketing Research Articles Related to the Fast-Food Industry

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Wendy's research serves up The Big Classic

Published
February 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
For the Wendy's fast-food chain to compete with McDonalds or Burger King, executives realized that some serious market research was needed. After analyzing taste tests in six different cities, The Big Classic burger was born.

Databases help companies with target marketing efforts

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Market research suppliers, like National Decision Systems of California, are helping businesses keep up on customer demographics quickly and easily. Aetna Life and Dunkin' Donuts are among the NDS success stories.

Restaurant chain uses mall intercepts to test products

Published
October 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Carousel Snack Bars of Minnesota Inc. needed to figure out a way to sell typically a male-consumed product - hot dogs - in a primarily female-populated location - shopping malls. The company turned to mall intercepts and focus groups to determine exactly how to do it.

Powerful PCs help the Domino's Pizza research staff give its internal customers speedy service

Published
February 1990
Author
Quirk's Staff
Abstract
Domino’s Pizza uses quantitative data from its stores, market research data and data from syndicated sources on the restaurant industry. To analyze the data, the company uses its PC network and Systat software.

Arby's and MIS use research in development of new customer order entry system

Published
June 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Arby's, its franchisees, and Management Information Support Inc. surveyed customers to determine their level of acceptance and perception of a new automated ordering system compared to having a cashier take their orders. As changes were made to the system, time studies were performed to determine which screen layouts were the easiest for people as first-time users and also as repeat users.

Chick-fil-A uses research to fine-tune its spring promotion

Published
June 1991
Author
David Robertson
Abstract
To develop its spring promotion, Chick-fil-A relied upon research using a range of techniques. These include convening a panel of operators from across the country to talk about what customers are looking for in terms of product and special offers; interviewing customers during test marketing of the promotion; and conducting focus groups to test a revised version of the promotion.

Taco Bell gets fresh responses for its satisfaction research with "moment-of-truth" surveys

Published
October 1993
Author
Julia Nufer
Abstract
For low-involvement purchases such as fast-food, it is important to capture customer opinions and reactions as soon as possible, as memories of the quality of the food, the service or the restaurant environment may quickly fade. Taco Bell uses professional interviewers to distribute and collect self-administered surveys to customers in order to keep the responses as fresh and relevant as possible.

Long John Silver’s uses in-bound surveys to get reactions from a key customer segment

Published
October 1995
Author
Joseph Rydholm, Quirk's Editor
Abstract
Long John Silver used in-bound surveys of drive-through and carry-out patrons to better understand customers and to measure customer satisfaction.

Bringing researchers and ad agency folks together

Published
June 1996
Author
Denise Lee Yohn
Abstract
Market researchers find working with ad agency staff challenging. This article discusses the origins of the struggle inherent in the relationship and shows by example of Jack in the Box restaurants how the two parties can learn to work together in a more productive, enjoyable relationship.

Mystery shopping drives employee incentive program

Published
January 1999
Author
Joseph Rydholm, Quirk's Editor
Abstract
Sonic Drive-in uses the Sonic Games, an annual incentive program that uses mystery shopping, to motivate frontline employees.

Long John Silver's relies on IVR to measure customer opinions

Published
October 2001
Authors
Gene Stefaniak, Z.R. Silk Tasby and Bruce Westcott
Abstract
Long John Silver’s Restaurants Inc. used interactive voice response to measure customer satisfaction, the results of which have been an escalation in customer service performance and manager involvement.

Customer satisfaction and mystery shopping team up to size up the fast-food industry

Published
January 2002
Author
Rachael Narsh
Abstract
Maritz Research used a phone interview questionnaire and mystery shopping together to measure customer satisfaction in the quick-service (fast-food) restaurant industry.

Mystery shopping isn't customer research

Published
January 2003
Author
Tracey Conners
Abstract
Mystery shopping can play a key role in the assessment of customer satisfaction levels in an organization. This article discusses mystery shopping, including what it can do for an organization and the mystery shopper’s perspective.

Is your brand keeping its promise? Use mystery shopping to find out

Published
January 2003
Author
Andrew Gemmell
Abstract
As a qualitative market research tool, mystery shopping gives retail organizations an objective snapshot of their organization at any given moment. This article discusses mystery shopping, including lack of understanding of the tool, if it really works, involving and informing employees, who mystery shoppers are and improving equity.

Study shows Boomers still feel ignored by marketers

Published
February 2004
Author
Leslie M. Harris
Abstract
Based on a wide-ranging study of Boomers, the authors look at several product and service categories - from housing to fast-food - and explore Boomer reactions to the categories and how marketers within those categories have attempted to communicate and market to them.

A look at customer relationships

Published
April 2005
Authors
Jeff Hess and John Story
Abstract
Brands miss a big opportunity when they view customer relationships from a purely functional perspective. Customers enjoy being in relationships with brands and good relationships often will lead them to be willing to pay more for a brand’s products and forgive minor failures by the brand.

A primer on Hispanic teens

Published
June 2005
Author
Mary Baroutakis
Abstract
The author profiles Hispanic teens, based on her experience researching them, and offers their outlooks on food, language, media and technology.

Data Use: Using key driver analysis to guide employee satisfaction research

Published
October 2006
Authors
Dave Leonard and Michael Lieberman
Abstract
Employee turnover is a large expense for mass retailers and fast-food firms. By surveying employees, companies can identify and address the factors that drive turnover.

Trade Talk: Survey investigates office worker retail spending

Published
February 1989
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
This article discusses a recent survey by International Council of Shopping Centers that investigated office worker retail spending in downtown and suburban areas.

Mystery shopping for the food-service industry

Published
January 2009
Author
David Agius
Abstract
Data from an ongoing mystery shopping program offers all aspects of the restaurant industry, from franchisors/area developers to local or national chains, information and insights to support the work of operations, marketing, customer satisfaction and policy compliance.