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Alis Kachanyan

Alan Sanchez
Kevin Yu
Conan Zhou
Erins Challenge

GOAL: To understand customers and how Homeroom fit in their everyday life

Key Questions:

Who are our customers, when do they come, and why do they come?

How does Homeroom fit into a customers daily journey?

Knowing this, how can we adjust our long term strategy? (Out of scope)

Menu innovation
Marketing strategy
Expansion options
Project Hypothesis
WHO WHY

Families with Great, delicious mac


young children and cheese coupled
and middle-aged, with top service
working parents

Young adults A welcoming,


employed in enjoyable,
the immediate comfortable, and
vicinity (within friendly atmosphere for
10 miles) all
Both of these groups have the time and
To-Go, ChowNow, Caviar options for
disposable income to enjoy the Homeroom
customers who want convenience of delivery
experience
Proposed Solution

Method: Questions Asked:


Conduct field Gender
work/surveys to Race
interact one on one
Age
with customers.
Ask them specific Ways customers experience
questions to collect Homeroom
both qualitative and
Coming/Going
quantitative data.
Zipcodes
When do you eat Homeroom?
Compile information
and show results to What to change?
client. Why you come to Homeroom?
Resources Needed

At a rate of 10-15 surveys an Logistically, drafting,


hour, time was the most printing and preparing
important and most limited surveys was a weekly
resource our team faced. necessity.
Stakeholder Involvement

Floor Management:
Khephra, the head floor
manager, was important
for coordinating survey
delivery and collection
Executive Management: Erin
Waitstaff: The
(CEO), Michael (CFO), and
various waiters and
Emily (Ops Director)
waitresses helped us
spearheaded the effort to
keep an eye on
determine what data points
which customers to
were most important for
survey next
consideration
What will success look like?
From the clients perspective, Erin
Ultimate goal: Understand wishes to understand how her
holistically who a typical business fits geographically with
Homeroom customer is. Know customers as well as what
the characteristics that make demographics make up her
them different and valuable to customer base in order to think
Homeroom. Obtain information about future expansion locations.

from the customer's perspective


on how Homeroom can improve
its business.
A large majority of Homeroom customers
come from home/work, but most
customers are headed home

* Other includes: Court hearings, playgrounds, hotels, other cities, the zoo, hospitals, church, beaches, car
dealerships, bars, ice cream shops, gyms, and other miscellaneous places or activities
Where do Homeroom customers journey from?
High concentration in
Oakland/Berkeley/Ala
meda Area

Hubs in high
population, more
affluent areas (Walnut
Creek, San Francisco,
Hayward)

Fewer customers
journey from the
South Bay Area

*South Bay Area, Los Angeles, Washington, Arkansas, Arizona, Indiana responses not shown
Where do Homeroom customers journey to?
Greatest
concentration of
customers remain in
Oakland/Berkeley/Ala
meda area, most
likely where they live
(going home)

Homeroom is less of a
destination that
customers outside of
the immediate vicinity
will go out of their
way to travel to and
back

*South Bay Area, Los Angeles, Washington, Arkansas, Arizona, Indiana responses not shown
~71% of customers surveyed only experience
Homeroom through the physical restaurant
Most popular day-part is Weekend Dinner
~82% of customers have ordered 2 or fewer
times in the last 6 months

+
+
Other Demographics: Age, Gender, Race

+
+
Key Feedback from Customers
Why do customers come to Homeroom? What would customers change about Homeroom?

Amazing, delicious mac and Restaurant is crowded and cramped, and wait times can
cheese be long - more seating is needed

Creative and extensive menu Restaurant can be too loud


options
Portion sizes are too large for some people, and prices
Great, friendly service too high

Positive reviews and word of More alcohol choices


mouth from friends
Add Mac and cheese flights
Atmosphere and ambience
Open new locations in South Bay Area and Southern
California

Sometimes waitstaff cannot be discerned from customers


Lessons Learned
- Small business owners and management teams
can have highly varying views on essential
next-steps and key strategic focus areas - Creating a project scope and following a
project plan allows for easier management of
- As consultants, asking insightful expectations for both the client and ourselves
questions is our greatest tool when
trying to uncover more about the
client and the business

- Clear, concise communication as well as - The ability to work on-site and hands-on within
efficient response times between clients the business provides a much more valuable and
and consultants is key to building a insightful experience than remote research
strong relationship and being on the
same page throughout the project. - Not all ideas presented by the consulting team
will be received well by the client due to various
logistics or other issues that arise within
implementation
Next Steps:
Meet with management team to discuss results
and feedback received

Potentially look at new options: expansion,


menu innovation, location improvements

Assist in implementing survey system to


allow them to continue collecting data
Thank you!

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