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Restaurant Marketing Research
Restaurant Marketing Research
"I heard…” “They say…” “Someone told me…”
Opinions are fine but when it comes to restaurant research, relying on the wrong ‘information’ can cost you money. That’s why your choice for your source of information regarding the restaurant industry is no small decision. Regardless of the company you choose consider the following criteria:
- Does the company constantly track current consumer and emerging restaurant trends?
- Can the company accurately gauge marketplace attitudes, behavior and preferences on a regional, national or international basis?
- Can the company accurately gauge internal guest and managerial company attitudes and perceptions?
- Can the company interpret and transform the insights into marketing power and competitive advantage?
QMG offers custom qualitative and quantitative techniques. In-depth one-on-one interviews and focus groups are qualitative techniques particularly useful in exploring complex issues of brand positioning, restaurant concept testing, etc. prior to validation via more rigorous survey techniques.
Quantitative surveys enable you to project results within defined ranges of statistical precision. For example, we are 95% confident 67% of consumers who live in work in Central London are extremely/very interested in healthier eating (with a margin of error of +- 3.5%). QMG’s MindLink™ Internet Survey Service utilizes international consumer panels of more than one million households in the U. S., Canada and Europe. Other methodologies that can be employed include Random Digit Dialing (RDD) telephone surveys and national mail panels.
In addition to market-based surveys, we feature a series of survey instruments that are particularly useful in developing brand strategy. Our suite of tools: Customer Attitude Profile (CAP), Internal Customer Survey (ICS), and in-depth Management Questionnaires, to help you achieve total confidence in otherwise qualitative performance issues. Real factual information on a unit or multiunit level, providing insights into overall customer satisfaction, attribute ratings such as service, value, ambiance, menu appeal, etc. along with customer demographics, visit frequency, spending habits-- more.
This restaurant research can give your business the edge in a variety of areas. Will consumers be receptive to your new restaurant concept? Do the new menu items you’re about to introduce reflect emerging consumer trends? Could it be that your customers would be willing-- even wanting-- to pay more for each of your menu items? With QMG’s restaurant research, you won’t have to guess; you’ll know. These restaurant research tools can even be used in franchise operations to provide corporate executives with performance metrics.
Contact: Dennis Marzella, VP Brand Strategy & Research at Dmarzella@quantifiedmarketing.com
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