Kori Sandberg Fast Food Research

Marketing 300

Introduction

There are many elements that affect the success and stability of the future of our
developing restaurant in this industry. These key factors can lay the strong foundation for
a flourishing and prosperous business. Pertaining to the specific demographic we are
targeting, there are many ways to pinpoint these areas and help adjust our layers of
marketing accordingly.

Many of these elements can alter the range of customers we are looking to attract.
Asking the right questions and gathering relevant data can help shine light on some of
these ideas more directly.

Development Questions

The majority of customers who utilize the fast food restaurant industry regularly
have product they prefer over others. Often customers seek promotional items,
combinations and products they have coupons for.
Some questions to be answered are:

To what extent are we going to need to produce these desired items?

What time of day can we expect the highest volume of customers?
What age ranges of people are the most common to fast food restaurants?
How can we attract the people we are targeting?
What makes the customer keep coming back?

Research Methods

Methods used to generalize answers to these questions are numerous; I have

chosen to use observational analysis and administer a written survey to obtain data from a
random sample of individuals I know that may or may not dine in these franchise
establishments. Hopefully finding a scope of customers to target can help strengthen the
overall success as a fast food restaurant. Any and all research information obtained will
be used and analyzed to better understand the customer we are targeting and develop
more efficient marketing strategies.

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 Observational Research

The first study conducted was an observation at a fast food restaurant, more
specifically, dining in at Del Taco during the times of 2:20-3:20 PM on a Friday
afternoon. The only reason I chose this fast food restaurant over alternatives honestly was
because it had a play area for children.

The purpose of this type of research was to gain a general idea about the
tendencies of customers who choose to come in to the fast food restaurant. There being
several different things I observed from each group of people, the findings were
interesting.

Questions

During the observation, there were several questions that needed to be answered:

What group sizes do people usually go out in to this fast food restaurant?
If they come into the restaurant, do they actually dine in? Or take their food to go?
Did they use a coupon to purchase their meal?
Where there specialty/dessert/promotional items ordered?
Did those who had children allow them to play in the play area?

How do these questions help to develop a strategy for attracting and appealing to
our desired customer? All of the answers revolved around whether or not the customer
would choose our restaurant over others.

The Observation

Approximately 75 percent of the people who came in to the restaurant to order

actually dined inside1. This seemed odd considering this fast food restaurant also had a
drive through window. Through observation I discovered about 53 percent of the people
in the groups were female2, and only 25 percent of total people ordered specialty items
like milkshakes or the promotional fried shrimp tacos3.

Challenges

The only problem I faced was trying to watch what people ordered while they
were purchasing, instead I would focus more on their behaviors, or maybe the amount of
time it took to get their food after they ordered it. My observation would have included
timing the to-go window, had the line of cars influenced the customers decision to come
inside to order and take their food to go.

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 Research Survey

The second form of research that was conducted was a simple survey
administered to 15 people who I knew ate at fast food places regularly or often. The
survey consisting of 12 close-ended questions and handed out to people I knew.

The purpose of this survey was to use the information obtained to develop a
strategy to appeal to each person although their desires and experiences vary. Analysis of
this data will help target the specific customer we are trying to attract, and help designate
what areas we need to focus on and make goals to work towards improving those areas.

Findings

After developing a data sheet and analyzing the answers on the survey, I was able
to come up with some percentages of the overall group. In this analysis I found
approximately 40 percent of people surveyed were between the ages of 36-504 and 53
percent were males. I intentionally tried to survey equal numbers of females and males to
get the broadest sample from both genders. Exactly 80 percent of people expressed they
ate out at fast food restaurants between 0-5 times per month5. I found that close to 47
percent of people eat fast food most frequently for dinner6, and 73 percent dined in
groups of 2-4 people7.

In my research I found that about 40 percent of people went to a fast food

restaurant for a promotional item8, and 60 percent of people went to for a particular
product they prefer over others9.

The data showed approximately 93 percent of people thought their last meal at a
fast food restaurant was good or average10 and more than half said they would
recommend that most recent fast food restaurant to a friend11. This is good news for our
business.

Challenges

It was challenging to come up with appropriate questions for this survey even
though it seems a simple enough task. The goal was to get a new piece of information
involving each person from every question the survey asked, and try to avoid
redundancies.

Next time I find it necessary to write and distribute a survey I may try a more
random sample of people. I also may include an open ended question or two on the
survey to get a better understanding of the customers standpoint. What can we do to
change the average or ordinary to extraordinary for the customer?

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 Conclusion

After conducting this research, analyzing the data becomes extremely helpful in
trying to find out who to target from the specific customers we are trying to appeal to.
The findings are relevant to our business in that we can improve and expand our
knowledge about customer preferences, and consumer behavior.

Comparison of Research Methods

Using the different methods of research I chose had their strengths and
weaknesses. I honestly found that writing the survey was harder than I expected, although
the information I got from the data I retrieved from the survey I administered was more
helpful and relevant to the overall questions I needed answering.

The observational survey was easy, sitting and people watching is something I
actually enjoy doing. However, it seemed the information I got from just watching
individuals was minimal. There was only so much I could observe, without being
invasive.

Summary

Overall the data shows that most of the people in the sample I surveyed preferred
to go to fast food restaurants for dinner, and nearly two thirds of them in groups of 2-4
people. Most people think their experience in the fast food restaurants they dined in was
good or average, and more than half of those people would recommend the restaurant to a
friend. These I feel are the most important points I discovered using the research
methodologies I chose because they categorize

Recommendations

Have full staff during the anticipated busy hours so we can run the
restaurant and operate it at maximum capacity.
Offer a variety of menu items and run promotions.
Provide exceptional customer service.
Give the customer prompt attention.
Employ friendly and professional employees

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 Appendices

1
This information was obtained from the 12 groups I observed there were 9 who
ate inside the fast food restaurant where they ordered their food.

2
There were 34 people I observed at the Del Taco, 18 of them were female, this
accounts for the 53%.

3
The 12 groups of people observed all ordered food, of that food only 3 groups
purchased a specialty item, one group purchased cookies, one group ordered
milkshakes, and one group ordered the promotional item they were serving at that
time.
4
Derived from data gathered from survey, 6 of 15 people were between the ages
of 36-50.

5
This is a combination of data, where 40% of those surveyed expressed they
dined at fast food restaurants between 0-2 times and 3-5 times each month.

6
7 of 15 of those surveyed specified they ate at fast food places most often for
dinner.

7
11 of 15 answered they dined in groups of 2-4 people

8
6 of the 15 people marked that they went to a fast food restaurant for a
promotional item.

9
9 of the 15 people surveyed expressed they went to the fast food restaurant for a
specific menu item, not necessarily a promotional one.

10
This is a combination of data, 14 out of 15 people surveyed expressed their last
meal at a fast food restaurant was good or average, leaving 7 percent that said
their experience was below average.

11
Approximately 8 of 15 people stated they would recommend the last food
restaurant they ate at to a friend.

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 Fast Food Survey MKTG 300

1.) How old are you?

18 or younger 19-35 36-50 50 or older

2.) Are you male or female?

Male Female

3.) How often do you go to fast food restaurants?

Twice a month or less 3-5 times a month 6 or more times each month

4.) What meal do you eat out most?

Breakfast Lunch Dinner 4 th meal (late night)

5.) What group size do you usually dine in?

I go by myself groups of 2-4 groups of 5 or more

6.) How often do you have children in your party?

Never Rarely Often Almost Always

7.) How much is your average bill at a fast food restaurant for yourself?
$4 or less $4-6 $6-8 $8-10 more than $10

8.) How would you rate your last meal in a fast food restaurant?
Excellent Good Average below Average Poor

9.) Do you go to a fast food restaurant for a particular item?

Yes No

10.) Did you use a coupon to purchase your last meal at a fast food restaurant?
Yes No

11.) Did you go to a fast food restaurant for a promotional item?

Yes No

12.) Would you recommend that fast food restaurant to a friend?

Yes No

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Kori Sandberg Marketing 300 Observation Form

Group Number Genders Quantity Finish? Specials? Coupons?

number of people

10

11

7
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