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Marketing Research Articles Related to the Restaurants and Food Service Industry

Marketing Research Articles Related to the Restaurants and Food Service Industry

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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.

Research steers nightclub's respositioning

Published
June 1989
Author
Quirk's Staff
Abstract
Horsefeathers nightclub conducted computer-assisted surveys and focus groups with customers and employees, performed a market analysis, and reviewed club operations in its efforts to reposition itself in the marketplace and subsequently increase its popularity with and sales to evening customers.

Food for thought

Published
July 1989
Author
Quirk's Staff
Abstract
Marie Callender’s uses a tracking study to keep in touch with Los Angeles/Orange County-area customers. Study results allow the restaurant chain to follow shifts and changes of its own scores as well as those of its competitors, which enable the company to identify potential trouble spots in advance.

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.

Evaluating customer service over the telephone

Published
November 1992
Author
Illona Guzman
Abstract
Shopper studies usually involve in-person visits. However, when a prospective customer is looking for a new bank, or an auto parts store at which to buy an accessory, or even a restaurant at which to dine that evening, the decision is often made from the telephone conversation. This article explores potential applications of telephone shopper studies to provide information about this aspect of service.

Trade Talk: Syndicated study looks at healthy eating habits

Published
June 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
One study takes a comprehensive look at the behavior of people who say they eat healthy, showing that while indulgences still exist, healthy eating is still a major part of American culture.

Dining customers use scannable forms to tell ARAMARK how it can improve

Published
May 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
Aramark uses scannable surveys yearly to measure performance in three categories (food, service and dining environment) the results of which are used to create performance improvement plans.

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.

Trade Talk: Tickling the taste buds

Published
March 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A Mintel report shows that the American palate is growing more accepting of spices and other strong flavorings.

Out-of-home ads work for Starbucks

Published
April 2004
Authors
Ann L. Breese and Don Bruzzone
Abstract
Through a tracking study, Starbucks found that its out-of-home media (billboards, kiosk ads, vehicle wraps) was as efficient as its other traditional media.

Surefire ways to cultivate the brightest mystery shoppers

Published
January 2006
Author
David McAleese
Abstract
In addition to solid communication skills, mystery shoppers should also be passionate and thorough. The author offers these and other guidelines for selecting, deploying and retaining mystery shoppers.

The best mystery shopping programs have both operational and strategic value

Published
January 2008
Author
Michael J. Britten
Abstract
The various groups within a company that will be using a mystery shopping program must agree on many things at the outset, such as what the program will measure, how the information will be used and how the program will be organized. Only then can all parties benefit from the process and get the most from what can be an expensive and labor-intensive exercise.

Dallas agency tests concepts for Dave & Buster’s TV spots online and in traditional focus groups

Published
April 2008
Author
Owen Hannay
Abstract
The ad agency for restaurant/entertainment firm Dave & Buster's tested ad concepts online and in focus groups and found that the online testing uncovered some possible synergies between the type of sites upon which the ads were placed and consumers' responses to the ads.

Data Use: Knowing the score

Published
May 2008
Author
Michael Lieberman
Abstract
The article introduces the concept of the performance score, which is created by a weighted measure of attributes as they relate to a key attribute and is designed to give marketers an at-a-glance way to understand research results. Examples involving retail salespeople, magazine cover choices and restaurant satisfaction are cited.

Will fewer of us scream for ice cream?

Published
July 2008
Author
Quirk's Staff

Data Use: Design performance: the Kano model

Published
October 2008
Author
Michael Lieberman
Abstract
Using a hypothetical example of a steakhouse restaurant, the author explores an application of the Kano method of gauging customer satisfaction.

Feedback portals can engender customer goodwill, satisfaction

Published
January 2009
Author
Vivek Bhaskaran
Abstract
If you make your most-engaged customers feel as though they are part of the very fabric of your business they will quickly become one of your most important strategic assets. Building and establishing an online feedback portal, which is explained here, can help create an ongoing dialog with these customers.

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.

Restaurants can weather the storm by creating loyal customers

Published
March 2009
Authors
Joe Cardador and Mark Hunter
Abstract
Employees and the service standards they uphold and deliver upon are key to attracting and keeping loyal patrons, the authors argue. Using results from research conducted for a number of quick-service restaurants, they show the value of little things like greeting customers, suggesting menu items and thanking diners for their business.

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.