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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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A call for satisfaction

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.

* All chatter's not good chatter - tips for monitoring negative online media

Published
November 2012
Author
V. Kanchana
Abstract
Awareness of what media, investors, customers and competitors are saying about your brand online is critical in a new media age. Consistent media monitoring gives insight into how your organization, product, service and competition are performing and perceived by the public.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

Bilingual, bicultural and more

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.

Can't we all just get along?

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.

* Consumers are like Google: Brand-building and the search for meaning

Published
December 2011
Author
Charles Young
Abstract
For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

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.

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.

Does your concept have what it takes to hit its target?

Published
May 2010
Author
George Ciardi
Abstract
Innovation may seem like a daunting undertaking, with few signposts to guide the trailblazers of new ideas. However, there is a roadmap that can assist innovators along an effective concept development path and improve the odds of success.

Domino's delivers

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.

Don't call us, we'll call you

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.

Ethnography tracks the migration of technology into the American kitchen

Published
May 2010
Author
Maren Elwood
Abstract
For many Americans, a kitchen is no longer just a place for making meals. The author’s ongoing study has seen it morph into a HIVE, a highly interactive virtual environment that incorporates food preparation along with checking e-mail, surfing the Web and a host of other tech-related activities.

Getting lite right

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.

Going for the gold

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.

Health-conscious consumers trust Subway's five-dollar foot-long

Published
February 2010
Author
Quirk's Staff
Abstract
True-life tales in marketing research.

How images work to brand a quick-service restaurant

Published
March 2009
Author
Charles Young
Abstract
Quick-service restaurants must communicate three important ideas with their marketing and advertising, showing that they offer good-tasting food, good value and an enjoyable place to eat. This article explores the role of "place" in a restaurant and shows examples of 2008 TV spots that communicated "place," good-tasting food and good value.

How important is the respondent’s perception of survey length?

Published
November 2009
Authors
Alice Butler, Steve Davis and Jennifer Drolet
Abstract
Can you improve respondents’ feelings about the survey experience by using more interactive question types? This and other related topics were investigated by three market research firms and they report their findings here along with offering questionnaire design tips.

How marketing research can help the restaurant industry get through the recession

Published
March 2009
Authors
Joseph Rydholm, Quirk's Editor and Emily Goon, Quirk's Content Editor
Abstract
Three researchers specializing in the restaurant field offer their thoughts on how food purveyors can use research to keep customers coming through their doors. Their advice: focus on value, appeal to consumers' emotions and make sure your staff is upholding your brand's promise. Mystery shopping can help with the latter effort, while other forms of research can help determine how target market segments define value and how to trigger emotional responses to dining out.

In Case You Missed It... April 2009

Published
April 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: perception of taste linked to job and hobbies; Fox tries shorter commercials; Twitter

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