Problem Definition

Client Meeting
Sarah McManus, Garlic Press Owner
Cell: 309-531-0921
Office: 309-454-0921
Tuesday-Saturday
I. Problem Definition
A. Client Meeting
1. Nature of Current Problem

How does the client view the current situation?

The Garlic Press Owner, Sarah McManus view on the current situation is that her
labor is too high and the caf needs more business and revenue (it is currently
being supported by the retail side of the business). Mrs. McManus also feels there
are misconceptions related to her cafe including; lack of parking, expensive
prices, employees attitudes towards customers, and people who view The Garlic
Press as just a kitchen retail store.

What are the major opportunities (or problems) as seen from the clients viewpoint?
There are a few major opportunities seen from the clients viewpoint in order to
make the establishment more profitable. The first opportunity lies in acquiring a
younger demographic. Since The Garlic Press is stationed so close to the college
campus, Mrs. McManus feels that she is missing out on such a lucrative
opportunity and demographic. Another opportunity involves restrategizing the
unappealing layout of the current floorplan. Mrs. McManus stated that the layout
was dysfunctional and doesnt guide customers throughout the cafe. Finally, the
menu has way too many options and leaves customers confused and deterred. The
menu is also hand written in twelve different fonts, colors, and sizes. This adds to
the confusion of the menu.

From the clients viewpoint what is the primary market for the business?
The client tries to market men and women of all ages. Currently there is a large
customer base of older individuals. The client would like to attract younger
crowds, such as students from Illinois State University, which are also located in
the town of Normal. Taking into account the target market of college students, we
know firsthand, the sensitivity of price affecting purchasing decisions. The cafe
side of the business will be most effective in reaching the target audience and
related to the potential target market. Therefore, our research will be focused
primarily on the cafe side of The Garlic Press.

 What can this research study provide that will help them make better decisions and be more
competitive?
The research study will offer insight on the best ways to advertise to attract
college students. The study will also give The Garlic Press an opportunity to see
what competitors offer. Additionally, the study can provide information to see if
cutting back on the menu will actually increase sales. Finally, the research will see
if the layout is affecting how long customers stay and affect purchasing decisions.
Has the client stated any objectives for the research? If so, list them.
The client wants to stay competitive by simplifying the menu, obtaining a
younger demographic, creating a valuable floorplan, and eliminating customer
misconceptions.
2. Historical Background
Experience of the owners/managers?
There are three owners of The Garlic Press. Dorothy Bushnell was the first owner
of The Garlic Press and has been operating the business since 1976. Sarah
McManus is the second owner and grew up working in the family owned
business. Sarah McManus is Dorothys daughter and has been working with her
mother since the age of sixteen. Pam Locsin is the third owner of The Garlic Press
and is in charge of the retail side of the business. Jane Mahalick-Wilson has been
the caf manager all ten years the cafe has been in operation. Sarah McVickerWaters is the head chef and has prior chef experience.

How long in business?

The Garlic Press has been in business since 1974. In 2005, The Garlic Press
expanded by opening a Market Cafe in the adjoining building.

Type of business: franchise, partnership, independent, corporation?

The Garlic Press is a Limited Liability Company (LLC) corporation.
Location?

The retail store is located at 108 North St. Normal, IL 61761. The cafe is right
next door (106 North St.) and is connected internally.
Years at this location?
The Garlic Press has been at the current location since 1981.
Number of employees?
The Garlic Press has 20 employees.
Overall philosophy of business?
The Garlic Press tries to educate its customers throughout the entire venue about
fresh quality food that is grown locally. The Garlic Press is against prepackaged
and frozen foods.
Mission Statement?
The Garlic Press does not currently have an official mission statement.
Change of management?
McVicker-Waters joined The Garlic Press in 2012 and has brought an energy to
the environment leading to the increase of younger crowds. She has increased the
use of scratch foods. Mahalick-Wilson has been managing the cafe for all 10
years.
Business expansion or contraction?
Mrs. McManus sees the research as an opportunity to expand the business.

Have markets changed?

In the view of the owner, besides obvious technological improvements, the market
is leaning towards a vegan, vegetarian, and gluten free lifestyle. Also, when The
Garlic Press opened, kitchen stores were a hip fad. The idea of having the best
kitchen supplies still exists, but just not as common.

Basic focus of the business?

A basic focus of the business is to provide customers with well-prepared,

homemade local foods, that are guaranteed to be fresh.
Other similar stores-locations?
There are no similar store-locations at this time.
Number of managers?
There are two managers. Sarah McVicker-Waters is the kitchen/chef manager and
Jane Mahalick-Wilson is the staff and cafe manager.

3. Resources risked
How significant are the decisions to be made as a result of this research?
There may be one significant decision, which would be to see if a new layout
would allow customers to stay longer and increase profits.

Will decisions made as a result of this research possibly lead to significant investment of money,
time or resources?
The decisions made as a result of this research could extend to the purchase of
new tables, chairs, and possible shift of the deli counter. This would physically
enable The Garlic Press to be more capable of handling a larger amount of
customers. These decisions could also lead to new, more modern advertising
techniques, such as posting on social media websites like Facebook and Twitter.
New platforms of advertising could bring in a larger amount of customers, and in
turn, leads to an increase in revenues for The Garlic Press.

4. Consequences of an inadequate decision

What are the consequences if a bad decision is made for this decision or these decisions?
A consequence of a bad decision could be the overcompensation of attracting a
younger demographic resulting in the loss of the older demographic currently
held.

Would the company be able to salvage any resources risked?

4

The only resources that may be risked would be monetary transactions towards
the marketing research.

5. Client Knowledge
What does the client know about marketing?
Mrs. McManus has limited knowledge about marketing. She recently hired
Marketing in Motion, a consulting firm with research and sales experience, to
help with advertising the business.
Any formal coursework in marketing?
There has been no formal coursework in marketing done.
Any on the job experience in marketing?
In regards to marketing through job experience, The Garlic Press uses Yelp as a
tool to listen about the experiences of customers visits in order to constantly
improve. A newsletter is sent out to those subscribed to the email list. There has
been an effort to advertise in the local Pantagraph newspaper, radio, television,
and some social media. The Garlic Press is also involved with Uptown Normal
Business Partners, which allows for all local businesses to support one another.
Attended any workshops or seminars on marketing?
Management has not attended any workshops or seminars on marketing.

Any company training related to marketing?

There is no current company training related to marketing.
6. Maximum commitment
Will the client spend time with you and cover the expenses of the research?
The client has agreed to spend adequate time with our research group and cover
relevant expenses of the research done.
B. Potential Benefits
Indicate why you think this research will be of benefit to this business organization?
5

Through casual conversation we discovered many college students have never

heard of The Garlic Press. After taking surveys and understanding where and why
college students eat where they eat, we will be able to identify which strategies
The Garlic Press must adopt if they want to capture a younger demographic. Also,
after reviewing many negative comments left on Yelp involving menu confusion,
it is clear simplifying the menu will provide satisfactory results and hopefully
profits.
C. Internal Data
What has been happening to sales?
Recently, the sales on the cafe side of The Garlic Press have been down.
What % of sales are the different categories of products or services?
Exact percentages of sales are unknown. Mrs. McManus did however share
information on categories that have been doing well; cheeses, sandwiches (on
homemade bread), and gift cards (usable in cafe and on retail side). Mrs.
McManus also stated that the coffee and espresso sales need to be increased.
What market share does the company have?
The owners cant provide this information.
What did you learn from other people you have talked with inside the company (beside the client
- partners, managers, employees, advertising agency, etc.)?
Employees seem to enjoy working at the store and take pride in the food they sell.
They want to see the cafe succeed. The employees we talked too dont know why
younger customers are not attracted to The Garlic Press. Employees do see a lot of
regulars coming in, so the people who are aware of the cafe do tend to come back
and do so often. Some customers can get upset when sides or baked goods that
they enjoy arent available on the day they come in.
Any previous research done? If so, what was found out? How was the research done and who
performed it? When was it performed?
No previous research has been done.

D. External Data
Articles about the industry:
*Full articles available in Appendix A
Green Planet water bottle is plant-based, not petroleum
Article Source: VidetteOnline.com
Date: March 30, 2010
A company called Green Planet Bottling released a new biodegradable water bottle on March 2,
2010. What makes this product even more unique is the fact that this water bottle is 100% plantbased. The Vidette reports and focuses on the new water bottles features and the companys
missions. Considering the recent spotlight on environmentally friendly products, this company
had the right idea. The article then begins to mention how The Garlic Press decided to purchase
this product from Green Planet Bottling and start selling the new bottles to customers. The coowner, Jackie Pope-Ganser, wanted to give her customers even more options, especially an
environmentally-friendly one. Even though some consumers feel that the bottle is too expensive,
Green Planet Bottling continues to push through with its innovative idea. The Garlic Press
decision to sell this water bottle, and The Videttes article written about them gained great
exposure for the company.
Local shops make veganism easy
Article Source: VidetteOnline.com
Date: March 28, 2013
The article begins explaining how difficult it is for vegans to buy groceries, considering their
extremely strict diet, let alone finding a restaurant that they can actually eat at. However,
Bloomington-Normal actually has many stores and restaurants that fits a vegan diet; a lot of them
are actually in Uptown Normal! The author chooses to mention The Garlic Press offers many
natural and vegan-friendly foods, while also labelling vegan and gluten-free options on the
menu. For any person who is vegan, vegetarian, or needs other accommodations, this article is
very helpful. The author continues to mention the two dining centers on ISUs campus, the
Common Ground Grocery store, and FlatTop Grill as accommodaters for vegans.

Here Comes the...Bridal Registry

Article Source: GourmetRetailer.com
7

Date: August 2011

Gourmet Retailer begins by differentiating bridal registries over the years. They continue to
become more electronic, offer many more options, and more popular. WeddingChannel.com
offers an option where brides can choose products from a plethora of different retailers, not just
one. For example, Target requires brides to solely register for Targets products. There are also
registries nowadays which allow users to create a centralized wish list for any occasion, not just
weddings. Some people choose to use one of these routes, while others become overwhelmed by
too many store and product options. The Garlic Press is unique in that brides receive one-on-one
service and assistance for anything they need. Another wonderful trait is that The Garlic Press is
willing to reserve a percentage of items about which the bride or groom feel strongly. Aspects
like these help the couple feel appreciated and special, not just like another registry in a list of
thousands.The author explained that people who generally register within specialty stores, such
as The Garlic Press, are more interested in expensive items.
Whats the secret to a successful coffee shop?
Article Source: Forbes.com
Date: December 20, 2012
This article starts off stating that there is no one secret to a successful coffee shop. The
author says that he has managed fifteen coffee shops and made a list of reasons that proved to be
the most successful for him. The Garlic Press can benefit from many of these suggestions. Here
is a synopsis of the authors reasons:
1.
Consistently Serve the Finest Espresso- Customers will surpass competitors to get the
best tasting cup of coffee.
2.
Ergonomics- Make sure the coffee workstation is efficient so that the worker does not
have to move far or make unnecessary steps when making a customer coffee. Ensure a clean and
organized look to the workstation and allow storage space to be out of the way of the workers
area yet close and easy to access when needed.
3.
Loyalty Card- If you choose to use these, then make sure they are durable and attractive
in your customers wallet as well as be able to last wear and tear. A simple buy _____ amount of
coffees, get one free will be good enough for a customer to keep returning and buying coffee.
The Garlic Press should think about offering a loyalty card to get students to come back.
4.
Promote Multiple Sales- Offer a variety of other products other than coffee and
strategically place them near the cash register. Combine promotions to give the customer a
chance to try something else in the caf.
5.
Limit the Assortment- A large assortment can overwhelm the customer. Do not forget that
when they walk in they are hungry and want it to be easy to order what they want. This
suggestion can be applied to the Garlic Presss floor layout. It can be simplified like Mrs.
McManus suggested.

6.
Merchandise Your Margins- Lower some of your prices in order to be appealing and then
offset them by making other addictive and cant resist products higher than normal to regain
the loss.
7.
Get Your Beachhead Strategies Right- Learn how to attract customers and keep them in
such a wide market.
8.
Counter Service- It is the most efficient and cheapest form of service. Make sure your
service has an easy method.
9.
Pre-make As Much As Possible- Custom orders are costly and inefficient. The customer
sees you as the expert so if items are pre-assembled, then the decision to buy them will be easier.
10. Understand What You Are Really Selling- You are selling more than just coffee and caf
goods to your customers. People escape stress and get coffee or come to relax and sit in a
comfortable area with quiet music playing in the background. Make your caf environment a
welcoming and inviting place to come in order to build these relationships with these customers.
11. Target Takeaways- Limit the costs you take on making your caf like a lounge. Focus on
other areas of your business you would rather spend money on because people walking in and
drinking one cup of coffee while using your free Wi-Fi, will not be beneficial.
12. Serve on the Front Line-Make sure your owner is on the front line making the transactions
and connecting with the customer. You will develop a personal relationship with your customers.
The Garlic Press already does this with Mrs. McManus behind the counter constantly.
Three concepts proposed for future uptown growth
Article Source: Pantagraph.com
Date: February 04, 2015
In this article, three potential future development plans were proposed by Farr Associates
for Uptown Normal. In each of the three plans, there was a grocery store, space for Normal
Public Library, space for housing and retail options, a park, and turning Mulberry Street and
College Avenue into two-way streets. The possibility of a small grocery store could add to more
competition for The Garlic Press, especially is the grocery store has a bakery or fresh deli.
According to Farr Associates, Uptown could support 71,000 square feet of more retail. There is
also potential for 1,000 housing options. New housing options opens up new potential customers
that could be close to The Garlic Press. The article does not mention more parking though. The
article mentions the plan of a possible iconic crossing across the tracks. There is a possibility
of putting in a pool of water that would turn into an ice rink in the winter time and a childrens
play area. The last option that Farr Associates proposed was to put in an underpass fourteen feet
below the tracks for pedestrians, bicyclists, and Amtrak riders to use.
Bakery Caf Chain Industry Booms, Making Future of Small Outfits Uncertain
Article Source: Huffingtonpost.com
Date: July 7, 2013

This article starts off by stating that local bakeries and cafes are having a hard time
competing with large, franchised restaurants because they do not have a large spending budget,
numerous locations, or lower product prices. Some of the leading bakery and caf chains are
Panera, Einstein Brothers Bagels, Au Bon Pain, Corner Bakery Caf, and Brueggers Bagels.
Panera is possibly the leading competitor compared to The Garlic Press. Panera is very wellknown and college kids are likely to eat there because of its popularity. Fast pace bakeries are
overtaking the traditional bakeries because they are quick and cheap. Neighborhood bakeries and
cafes are still making an impression within their own communities though. For example,
Magnolia Bakery in New York City is credited for the cupcake craze. There are always people
within a community who appreciate the local business owners and the quality they are providing.
The Garlic Press needs to prove to the community this quality and make lasting connections with
customers. At the end of the article, the author stated that Panera was the biggest threat to cafes
and bakeries because of the number of outlets they have and the popularity of it.

Exploratory research with a small sample of customers or members of the target market:
The following survey was distributed to 10 ISU students:
1. What is your gender? (Circle one)
Male or Female
2. Approximately where do you live? (open-ended)
3. Have you ever heard of The Garlic Press before today? (Circle one)
Yes or No
4. Have you ever visited The Garlic Press? (Circle one)
Yes or No
5. If yes, what did you buy or order? (open-ended)
6. If yes, how satisfied are you with the products offered by The Garlic Press? (Choose one)
Very Satisfied Satisfied Neutral Dissatisfied Very Dissatisfied
7. Do you have a car on campus with you? (Circle one)
Yes or No
The results were:
*Complete survey information available in Appendix B
1. What is your gender?
10

Male: 60%

Female: 40%

2, Approximately where do you live?

Near Uptown: 30% South Side of Campus: 40% Near the Bone Center: 30%
3. Have you ever heard of The Garlic Press before today?
Yes: 60%
No: 40%
4. Have you ever visited The Garlic Press?
Yes: 10%
No: 90%
5. If yes, what did you buy or order?
Blo-No Cubano/ soup: 10% N/A: 90%
6. If yes, how satisfied are you with the products offered by The Garlic Press?
Very Satisfied: 10% N/A: 90%
7. Do you have a car on campus with you?
Yes: 100%

Conversation with knowledgeable people outside of the company about the industry or the
market:
Mike Gunnison, a restaurant manager at Burger King, spoke about how difficult the food
industry is: The competition is insane. You constantly have to worry about consumers wanting
to eat somewhere else. If you dont keep up on [the companys] advertising, the company is
bound to lose customers. When asked about getting more business from teenagers and young
adults, he stated that offering cheap food and/ or discounts really brings them in. Most young
people dont have a steady income, so they rely on discounts, he said. Lastly, we asked him how
social media ties into his company. Social media is a great way to gain publicity for promotions
and discounts. People love when they feel like they are getting a deal.

11

 Government data or demographics: city, state, university:

*Complete results available in Appendix C
**Bloomington and Normal demographics are from the United States Census Bureau
ISU demographics are from the official Illinois State website
Bloomington

Normal

Illinois State University

Students

Population

78,902

52,497

20,271

Male %

48.7%

47.1%

44.4%

Female %

51.3%

52.9%

55.6%

White

77.5%

85.1%

77.8%

Black or African American

10.1%

8.1%

7.1%

American Indian and Alaskan

Native

0.3%

0.2%

0.1%

Asian

7.0%

3.2%

2.1%

Native Hawaiian and other Pacific

Islander

---

---

0.1%

Two or More Races

2.9%

2.3%

2.4%

Hispanic or Latino

5.6%

4.1%

7.9%

Other/Not reported

---

---

2.6%

Illinois State University Departmental Demographics:

Applied Science and Technology

4,049

Arts & Sciences

5,618

Business

3,182

Education

2,562

Fine Arts

1,057

Mennonite College of Nursing

623

Miscellaneous Illinois State University Demographics:

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Total Enrollment

20,615

On Campus Enrollment

20,271

Percent of Students Living in Residence Halls

28.8%

Percent of Students Involved in Greek Life

14%

13

E. Situation Analysis
1. Economic
How does the economy affect this type of business?
The economy has a major effect on this type of business. The Garlic Press is a
high price establishment that offers quality food as well as educational food
classes. These qualities can be considered luxuries and appear to be elastic. This
meaning, if the economy downshifts even for a moment, The Garlic Press is sure
to have a reduction in sales.
Does inflation have an impact?
Based upon previous CPI index measures, Inflation definitely has an impact on
The Garlic Press and their processes. As inflation rises, the cost of food will
proceed to rise with it. When the cost of food rises, businesses like The Garlic
Press will be forced to charge even higher prices to turn a profit.
Would changes in the economy affect this business customer base?
Changes in the economy would definitely affect the business customer base. Due
to the high prices that already exist, The Garlic Press has little room to adjust
based on price sensitivity. As the economy shifts, The Garlic Press would see and
have to make some major changes to maintain a healthy customer base.
Would the type of products offered by this business be impacted by the economy?
The economy could dictate which products The Garlic Press would be able to
offer. Delicacies like high priced wedges of cheese would most likely be cut with
harsh economic conditions.
How would you evaluate the local economy and its impact on the business?
Upon entering The Garlic Press, one would most likely see an older demographic
inhabiting the business. The local economy, like most of America, has been
subpar. Previously, restaurants in Bloomington including: Redbird Pizza, Kmart,
Gumbys Pizza, Primetime Pizza, Country Kitchen, Rivers Grill, Wings etc.,
Chill out, and Giovannis Pizza have closed their doors due to the 2008 recession.
After talking to Mrs. McManus, the aftermath is still being felt by local business
owners which she expressed by discussing the drop in sales since the recession.
Due to this issue, many do not have much disposable income at hand. This has

14

guided only those with a healthy amount of disposable income, many of whom
which are older, to inhabit the business.
2. Political/Legal
Are there political or legal issues that affect this business?
No current political or legal issues affect the business. The Garlic Press has a
business license and is up to standards with sanitation, fire, and safety regulations.
Are there city ordinances that have to be followed?
The Garlic Press has an outdoor cafe ordinance/permit that allows them to have
tables and chairs on the sidewalk in front of the store.
Are there legal liabilities that the business has to be concerned about?
The business is required to have a variety of insurance policies to conduct
business. The Garlic Press does not serve alcohol, which reduces liability risks.
3. Social/Demographic
Are there social trends that will impact or are impacting the business?
There are a couple of social trends impacting The Garlic Press. The first trend is
the buy organic movement which has been heavily introduced upon todays
society. The next, which appears to be a social trend, is the need for almost any
product to be gluten-free. The Garlic Press has incorporated both of these trends
into the food variety it offers. Vegetarian and vegan options are also offered in the
form of soups and dishes.

Are there demographic changes that are affecting or may affect the business?
Demographic changes that are affecting the business involve the baby boomer
generation. As this generation continues to become older with increasing retirees,

15

many will have time and money to spare. This should increase the flow of
business. The ISU student population mostly stays the same from year to year, but
in most recent years has grown by a couple thousand. There is evidence of this
from the dorms being overflowed from the excessive amount of new incoming
freshman and can be verified by the demographics on the Illinois State University
website.
4. Competitive
Who are the main competitors?
The main competitors are Panera Bread, Jasons Deli, Stave Wine Bar and Market
(cheeses only), Jimmy Johns, and The Coffee Hound. Also, bakery competition
includes: Thats So Sweet (cheesecakes), Kellys Bakery, Sugar Mama Bakery,
and Insomnia Cookies. All of these businesses lay within the same low-tomoderate price range, making them all affordable, and further intensifying
competition.
How many competitors does the business have?
Since The Garlic Press is involved with the retail side of business and the food
side of business, there are copious amounts of competitors. However, there are a
few primary competitors for each aspect of the company (listed above).

16

 How does the competition compare on product offerings, pricing, promotion, and distribution? A
detailed analysis is encouraged here.
Garlic
Press

Jimmy
Johns

Panera
Bread

Jasons
Deli

Staves
Wine Bar
& Market

Einstein
Bros.
Bagels

Location

108 W. North
St.
Normal, IL

207 W. North
St.
Normal, IL

208 Greenbriar
Dr
Normal, IL

321 S.
Veterans
Parkway
Normal, IL

111 W. North
Street
Normal, IL

ISU Bone
Student
Center:
200 N.
University
Street
Normal, IL

Hours

Monday Saturday
10 AM - 7
PM
Sunday
11 AM - 4
PM

Monday Sunday
10:30 AM - 2
AM

Monday Saturday
6 AM - 9 PM
Sunday
7 AM - 8 PM

Monday Sunday
10 AM - 10
PM

Monday Thursday
1 PM - 9 PM
Friday Saturday
1 PM - 10 PM

Monday Thursday
7 AM - 10:45
PM
Friday
7 AM - 6 PM
Saturday
8 AM - 5 PM
Sunday
10 AM - 10
PM

Vegan/
Gluten
Free
Menu

Yes - no
specific
menu, gluten
free items

Yes - gluten
free

Yes - gluten
free soups and
salads

Yes vegetarian
and gluten
free

Yes - most
products are
gluten free

Yes - some
menu items
are naturally
gluten free

No personal
wifi, says
Coffee Hound
wifi is
available

Yes

No

Yes

Yes

Street
parking, or
free parking
lot a few
blocks away,
parking
garage ($1/hr)

Private parking
lot, adequate
space

Private
parking lot,
adequate
space

Street parking,
or free parking
lot a few
blocks away,
parking garage
($1/hr)

Yes, the
student center
has a private
parking lot
($1/hr), free
after 9 PM

Free Wifi Yes

Parking

Street
parking, or
free parking
lot a few
blocks away,
parking
garage

17

($1/hr)

Products

Seasonal
menu
featuring
organic
vegetables,
soups, salads,
sandwiches,
meats and
cheese,
desserts,
coffee, tea,
espresso; gift
shop selling
kitchen
items, cards,
chocolate,
and jewelry,
offers
cooking
classes

Specialty
subs, gluten
free unwich
lettuce wrap,
chips and
cookies,
offers
delivery or
pick up with
online
ordering

Soups, salads,
sandwiches,
pastries,
bagels, offers
online ordering
for pick up in
store

Soups,
salads,
sandwiches,
muffalettas,
pasta, baked
potatoes,
vegetarian
and gluten
free options,
desserts,
offers online
ordering for
delivery and
pick up

Specialty wine
(by glass or
flight), craft
beers, cheese
and meat
products

Soups, salads,
sandwiches,
bagels,
muffins,
pastries,
coffee,
specialty hot
and frozen
coffee drinks

Website

Yes acceptable,
plain

Yes excellent,
online
ordering
available

Yes - excellent,
online ordering
available

Yes excellent,
online
ordering
available

No - was not
able to locate,
main webpage
was on
facebook

Yes, excellent,
online catering
ordering
available

Garlic
Press

Coffee
Hound

Thats So
Sweet

Sugar Mama

Kellys Bakery

Location

108 W. North
Street
Normal, IL

205 W. North
Street
Normal, IL

102 W. North
Street
Normal, IL

116 W. North
Street
Normal, IL

113 N. Center
Street
Bloomington, IL

Hours

Monday Saturday
10 AM - 7 PM
Sunday
11 AM - 4 PM

Monday Saturday
6:30 AM - 6 PM
Sunday
8 AM - 5 PM

Monday Wednesday
10 AM - 6 PM
Thursday - Friday
10 AM - 6 PM
Saturday
10 AM - 6 PM

Tuesday Saturday
10 AM - 6 PM

Monday Wednesday
7 AM - 6 PM
Thursday
7 AM - 7 PM
Friday
7 AM - 6 PM
Saturday
7 AM - 2 PM

Vegan/
Gluten
Free

Yes - no
specific menu,
gluten free
items

Yes - paleo and

gluten free
products

Yes - customers
can call ahead to
order

Vegan cupcakes,
gluten free
cupcakes and
edible cookie
dough

Yes - no specific
menu, gluten free
items (salads,
soups)

18

Wifi

Yes

Yes

Yes

Yes

Yes

Parking

Street parking,
or free parking
lot a few
blocks away,
parking garage
($1/hr)

Street parking,
or free parking
lot a few blocks
away, parking
garage ($1/hr)

Street parking, or
free parking lot a
few blocks away,
parking garage
($1/hr)

Street parking, or
free parking lot a
few blocks away,
parking garage
($1/hr)

Parking lot

Products

Seasonal menu
featuring
organic
vegetables,
soups, salads,
sandwiches,
meats and
cheese,
desserts,
coffee, tea,
espresso; gift
shop selling
kitchen items,
cards,
chocolate, and
jewelry, offers
cooking classes

Freshly brewed
coffee,
packaged
coffee, donuts,
cookies, pastries

Bite-sized
cheesecakes,
different variety of
flavors everyday,
offers advanced
ordering for pick
up

Specializes in
cupcakes,
different flavors
every week,
cakes, pies, other
baked goods,
offers advanced
ordering for pick
up

Breakfast, lunch,
dinner, with
famous
cinnamon rolls.
Focus on fresh,
high-quality
ingredients, dorm
room cookie
service, delivers
cookies to dorms,
catering, offers
advanced ordering
for pickup (or
delivery of large
orders)

Website

Yes acceptable,
plain

Yes - acceptable

No - was not able

to locate, main
webpage was on
facebook

Yes - excellent

Yes - excellent

How has each competitor positioned itself in the marketplace?

We feel that Jimmy Johns holds the highest position in the marketplace of all the
competitors. Jimmy Johns is open late, and delivers late, so it is the perfect place
for college kids to eat. They also have affordable sandwiches, which further
attracts college students. Jimmy Johns also has an advantage because they are a
big restaurant chain, making them further known across campus.
Panera comes in a close second in the marketplace, also being a familiar large
restaurant chain. Offering products for breakfast, lunch, and dinner is also an
advantage to Panera. Although they are located further away from campus, many
students are familiar with Panera, and they offer affordable prices.

19

Jasons Deli also has the upper-hand in the marketplace. Jasons is not as big of a
restaurant chain as Jimmy Johns and Panera, but they are continuing to expand,
and are relatively familiar to college students. Jasons offers a variety of foods,
but mainly lunch and dinner. With a storefront on Veterans Parkway, Jasons is
located in one of the busiest areas of Normal, which helps to attract customers.
However, Jasons Deli is new, so it is still catching on in Normal.
Coffee Hound has a bigger share of the marketplace as far as bakeries and cafes.
With two locations in the Bloomington-Normal area, Coffee Hound has a broader
customer spectrum. However, Coffee Hound is more locally known than it is
known to college students.
Insomnia Cookies has an advantage since they are a chain. Insomnia has
locations on University of Illinois campus, Illinois State Universitys campus,
and Depaul Universitys campus, specifically targeting college students. They
deliver cookies until 3 AM, which is especially an advantage over the weekends.
Insomnia also provides fundraising opportunities for clubs on ISUs campus,
which further advertises its brand.
Like Insomnia Cookies, Kellys Bakery offers a dorm room cookie service, which
opens up the market to parents who want to send their students a special treat
while theyre away at school. Kellys also offers breakfast, lunch, and dinner, and
longer hours opens the door to more customers and greater sales. By providing
fresh, high-quality ingredients, Kellys is keeping up with the eating healthy
trend that is catching on.
The Garlic Press is seated right under Kellys Bakery. Since the store has been at
this location for so long, it is well-known to locals, but is still slow to catch on to
college students. Like many stores in the area, the parking situation can be a
disadvantage to The Garlic Press.
Thats So Sweet is new to Normal, and being a specialty cheesecake store makes
them unique, but could also be a disadvantage because they do not have a wider
range of products. However, the company has seen success with their other
location in Lexington, so they know how to take advantage of the market.
Similar to Thats So Sweet, Sugar Mama focuses specifically on one item,
cupcakes. The bakery does still offer other sweets, such as cakes, pies, and
cookies. They are new to Normal, and still have potential growth opportunities in
the near future. Sugar Mama does offer fundraising opportunities, which helps
advertise their brand and play a unique role in the community.

20

Staves Wine Bar is new to the marketplace, and has a lot of opportunities for
growth. The pricing is relatively expensive, which makes it more difficult to
appeal to college students. However, there are not many wineries in the area, so
this could appeal to couples who are looking for a nice date night. Since the legal
age to consume alcohol is 21, Staves has a smaller range of college kids it could
appeal to, because many students on campus are not yet 21.
How do the competitors Web sites differ?
*Screenshots of each competitors website available in Appendix C
Most websites include menus and are easy to navigate. Two companies, Thats So
Sweet and Staves Wine Bar, do not have personal websites that were found, but,
they do include a lot of company information on their Facebook page. More and
more companies are turning to Facebook to advertise their businesses because
they can communicate to a wider range of potential customers. The biggest
difference in websites was the layout and colors. For example, Sugar Mamas
website is relatively plain, with a few pictures and not many colors. Coffee
Hound is also plain, but these websites are easy to navigate. Insomnia Cookies
website is very colorful, with many drop down menus and a lot of pictures on
their webpage. Seeing pictures of all of their cookies can make potential
customers crave them, leading to more business and higher sales. Panera, Jimmy
Johns, and Jasons Deli offer online ordering, which is very convenient and a big
advantage, especially to companies that want to place large orders.
5. Technology
Are there technological factors that the business needs to be concerned with?
The Garlic Press has a sufficient website, but lacks in comparison to top
competitors. The business needs to be concerned with the expanding app market
that includes discounts, special offers, and a variety of useful information that
customers (specifically younger demographic) can sift through. However, they do
keep up with a well-run Facebook page, where they post updates sometimes more
than once per day.

Is the business keeping up with technology?

The Garlic Press is sitting at a position that lies on the bubble. They are not
behind on technology, but without incorporating many evolving techniques, the

21

business cant propel to the top. The Garlic Press should engage in the app
market, a platform for direct customer feedback, and a variety of different social
media platforms. From a day to day business perspective, The Garlic Press is
behind on technology. The business doesnt have a P.O.S system yet, which Mrs.
McManus expressed interest in pursuing and acquiring. Every item is hand tagged
in the cafe and the gift shop.
Could more use of technology make the business more competitive?
If The Garlic Press were to incorporate a stronger presence with technology, the
business would be much more competitive.
F. Planning
1. Target Market Identification
Has the business identified all relevant target markets?
The business has not identified all relevant target markets.
What are the possible target markets?
The possible target markets are young college students, ISU faculty and staff
members, local residents, and local businesspeople.
2. Target Market Selection
Has the business selected the right target markets to pursue?
The current demographic of older, female women was a solid target market to
pursue, but as kitchen supplies fades out of style, it would be worth pursuing other
markets.
The Garlic Press would tap into a lucrative market, if they can attain the younger,
college student demographic. The concern lies with the students being able and
willing to pay the high prices.

Which markets are worth the effort of pursuing?

The college market is worth pursuing. About 20,000 students live less than a mile
from The Garlic Press. If The Garlic Press can attract and retain one percent of
this market, there would be two-hundred loyal customers with word of mouth
referencing. This would provide opportunities for unlimited growth.

22

 Has the business missed important target markets?

In addition to college students, the Garlic Press should look for mid-aged, middle
to upper class customers. These customers just so happen to fit the criteria of
college students parents. When parents visit, most of the time they are looking to
treat their children to a quality meal. Faculty and staff of Illinois State University
are also included in the target market, due to the convenient location of The Garlic
Press. Being so close to campus makes it easy for staff members to run to for a
quick lunch on their breaks. By gearing ads, coupons, and information towards
this market, The Garlic Press could increase their market share.
3. Product Planning
What is the product mix? Give some detail.
The Garlic Press offers a variety of hot and cold sandwiches, soup (changes
daily), quiche, salads, deli meats and cheeses, various side dishes (including
vegetarian, vegan, and gluten free dishes), and a bakery case full of different types
of cookies, brownies, pies, bars, and cakes. Drinks are also available; bottled soft
drinks, teas, hot chocolate, coffee of the day, and espresso drinks (lattes,
cappuccinos, mochas, and macchiato). Although the research is focused on the
cafe side of the business, The Garlic Press offers a retail shop that offers kitchen
supplies, jewelry, bridal needs, cooking classes, handmade cards, and flax
clothing.
How would you judge the product mix offered by the business?
The product mix is very diverse. It gives customers many choices from soups and
sandwiches to wedges of cheese. The product mix may be a bit too extensive
which causes customers to feel overwhelmed.
Should they add or delete product offerings?
Mrs. McManus had brought up the idea of simplifying the menu, the research
team agrees and feels it may be too overwhelming with so many choices.
Where has the business positioned itself relative to the competition?
The Garlic Press offers a unique and original style of food that is not matched by
competitors. The food offered is fresh, locally grown, and prepared to a high
standard. The quality of food helps the cafe stand out against competitors.

23

 How does its product mix compare with the competition? Anything unique or anything the
business is noted for?
The product mix is unique due to its size and diversity. The business gets most of
its uniqueness from the fact that half of the store is retail selling a variety of
products ranging from kitchenware to bridal registry items , and the other half is a
cafe. Unfortunately, the business does not have a signature item yet, although they
pride themselves on their homemade sandwiches and soups. This does set them
aside from competitors, like Burger King, who serves the Whopper.
How would you judge the quality of the products? Is this appropriate for its markets?
The quality is very high, head chef Sarah Mcvicker-Waters takes a lot of pride in
her cooking and does not tolerate sub par work.
Does seasonality come into play in its product offerings?
Seasonality comes into play mostly in what is offered in the bakery case. When a
major holiday is coming up, it is represented by the baked goods.
Is the product offering in step with fashion and/or trends?
A trend that The Garlic Press excels at is offering organic, vegetarian, vegan, and
gluten-free options. Mrs. McManus did not intend on being known for these traits
but is pleased by the response.
Is there a childrens product offering?
Smaller portions are offered but there isnt specific childrens product offering.

4. Distribution Planning
How is the location?
The Garlic Press is located in Uptown Normal. Not many students go to Uptown,
especially in the cold, winter months because many of the restaurants from that
area deliver. On the other hand, Pub II holds an event called Pub Wednesday
every week, with deals that bring students consistently to Uptown. Along with
Pub II, DP Dough and Insomnia Cookies create student traffic late at night and on
weekends. The Garlic Press is not open during the majority of the student traffic
hours.
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Site access is limited. This is not a problem for students because they can easily
take public transportation, walk, or drive to the site. Parking is limited though due
to the minimal spots available on the street. Uptown consists of many stores: all
located in one vicinity. However, maps of Uptown are available online and in
print to locate some of the stores, icluding The Garlic Press. Once in Uptown
however, there is a clearly marked storefront with door access directly into the
cafe area.
Does the business provide delivery?
They do not deliver.
Are the hours of operation sufficient and at the right time?
The Garlic Press hours are Monday through Saturday 10 AM to 7 PM and
Sunday 11 AM to 4 PM. We feel that if they were open one to two hours later
every day of the week, they could cater to students and businesspeople who tend
to eat meals later in the day.
What is the parking situation?
Uptown Normal has always had limited parking because of the plethora of
businesses. There is street parking available, but most of the time, there are not
any spots. If customers are willing to walk further to their destination, there is
a free parking lot a few blocks away or a parking garage, where one would
expect to pay $1 per hour.
Does the business provide carry out?
The business does not offer carry out, but you can order and take your food to-go.
Does the business provide mail order?
No, The Garlic Press does not provide mail order.
How is the available seating?
The business can fit approximately 20-25 people with their seating.
How long does someone have to wait to get served? Evaluate Customer Service.
25

The wait is not long at all. The customer service is always excellent.
Does the business provide transportation to or from its business?
No, The Garlic Press does not provide any form of transportation.
Is there public transportation available to transport patrons to the business?
There are a few bus companies, including Connect Transit and Bloomington
Transit.
How does its distribution compare with the competition?
The distribution is similar to competitors. However, the primary difference is that
some of the competitors, such as Jimmy Johns and Insomnia Cookies, deliver.
Students often live busy lives and do not have time to order-in or carry-out.
5. Promotional Planning
What do you think of the promotional mix used by the company? What are they doing or what
have they done in these areas: advertising, personal selling, sales promotion, public relations,
publicity?
The promotional mix is large, The Garlic Press has advertised in the Pantagraph
newspaper, on radio, through television commercials (started January, 2015), on
The Garlic Press website, and Facebook. They also have a mailing list that
customers sign up to receive a newsletter about recent activities including cooking
classes offered by the cafe. Resources have been spread out across many
advertising paths, finding out the most successful path would help to zero in on a
few that produce the most business and keep costs at a minimum.
The Garlic Press does not do much personal selling. From time to time The Garlic
Press does attend trade shows and this is where personal selling comes into play.
The sales promotion is somewhat limited as well. Those subscribed to the email
list of The Garlic Press are updated on the weekly newsletter, which keeps
customers up to date on the specials. The main promotion is the half a sandwich
and a bowl of soup special, which is the most popular attraction.
Public relations of The Garlic Press are adequate. The Garlic Press is involved
with many schools, fundraisers, and sponsorships in the local area. The Facebook
campaigns also keep up with the most up-to-date events happening with The
26

Garlic Press. Facebook is one of the main platforms The Garlic Press uses for
publicity. As well as Facebook, Mrs. McManus has reached out to the local
newspaper as a tool to gain publicity.
Have they used any special promotions?
No major promotions have been used by The Garlic Press, other than daily
specials.
What message is being conveyed to its target markets?
The message conveyed to its target markets is that The Garlic Press offers local,
organic food that is well prepared and sure to satisfy customers that is
communicated through their Facebook page and website.
Has the message changed from past promotions?
The message has stayed the same over previous promotions.

What media are being used in promotion and should it be changed?

Facebook is a big media being utilized and this should not be changed. Another
social media presence that can provide more awareness would be Instagram.
Instagram is a app on mobile phones that is growing in popularity. The Garlic
Press offers attractive looking foods; posting pictures and descriptions of the food
can help bring in a younger crowd that uses the app.
Is frequency of promotions adequate?
They have daily specials, which promote different menu items that they offer.
This strategy persuades customers to come back, so it is adequate. The Garlic
Press has recently become more involved on social media but they could have a stronger, more
engaging online presence. They have also recently started running commercials on TV, which are
only run on occasion. Creating stronger branding on social media and running more commercials
could help bring more customers into the store.
How does the business promotional mix compare to the competitions promotional mix?
Advertising- The Garlic Press does a limited amount of advertising

27

compared to the competition. Their Facebook page is kept up really

well, but they should consider incorporating other forms of social
media as well, such as Snapchat, Twitter, and Instagram.
Sales Promotion- The business does not offer many sales
promotions. They have daily specials, but the competition offers
deals and sales very frequently.
Personal Selling- They have excellent personal selling skills at The
Garlic Press. Every employee is pleasant and helpful.
They offer a bridal registry system, where a store associate
goes around the store with brides and/or couples and suggests items
which would fit their lifestyle. Most of the competitors do not have
any sort of personal selling strategies.
Public Relations- Their levels of public relations are average compared to
the competitors. Once again, their Facebook page really assists their
efforts in connecting with the public. Also, Mrs. McManus stated they do
support local organizations and activities, because it is hard to say, no,
when approached. However, she would potentially like to reduce the
amount of money and/or products they give out by selecting only a few
groups to donate to each year.
Direct Marketing- The Garlic Press does not use any form of direct marketing; however, their
newsletter email might qualify. Some of the competitors, like Panera, have a reward
program where they contact you through email for free birthday treats, etc.

How is the promotional message different than the competitors?

The Garlic Press has a promotional message that is all about fresh food. This is
built upon homemade foods and quality service. This platform differs from
competition that use lowest prices and fastest service.
Is the business making maximum use of its Website?
The Garlic Press has a website that is sufficient. One critique of the website would
be to involve the customers by adding a comment or suggestion box. For instance,
Jimmy Johns, The Garlic Press most established competitor, thrives by meeting
the needs of customers through a comment section on the website.
Is the Website being promoted?
The Website is being promoted, but could be promoted more effectively.
6. Price Planning

28

 How does the business prices compare with the competition? [Specific comparisons]
Focusing on the cafe portion of the business, The Garlic Press has a variety of
items, but there are certain aspects of the menu that are higher priced and lower
priced than the competition. For lattes, The Garlic Press is cheaper than other
coffee competitors. Example: Coffee Hound small latte $3.50, Panera Bread
$3.29, and The Garlic Press small latte $2.99.
For Espressos, The Garlic Press is the most expensive. For example: The Garlic
Press $1.75; Panera $1.69; Coffee Hound $1.55.
For sandwiches, The Garlic Press falls in the middle of its competitors. For
example: A turkey club sandwich at The Garlic Press is $4.50 for a half/ $7.99 for
a whole; Panera Bread $5.59 half/ $7.69 for a whole; Kellys Bakery $7.39; and
Jimmy Johns $3.79 for an 8 inch.
For soups, The Garlic Press is in the middle to lower end for price. For example: a
cup of soup at Panera Bread is $4.29 while a bowl is $5.19; Kellys Bakery
$3.49/$4.99; The Garlic Press $3.25/ $4.99; and Jasons Deli $2.99/$3.99.
In regards to desserts, The Garlic Press finds themselves in the middle. For
example: Insomnia Cookies sells a brownie for $2.75, The Garlic Press $2.25; and
Jasons Deli $1.29.
How would you judge the price/value offered by the business?
Evident in the price comparisons above, the Garlic Press price/value falls in the
middle of their competitors. The Garlic Press ranges from being the most
expensive, mid-priced, and least expensive compared to their competitors,
depending on the item. The value of the items sold at The Garlic Press are of
higher quality because the food is fresh and homemade.
Does the business use price discounting?
Yes, at certain times, the Garlic Press uses price discounting on various items.
How much price variety is there in the business product offerings?
There is a moderate amount of price variety in the Garlic Press product offerings.
Items such as coffee are available for under two dollars, and sandwiches can cost
upwards of nine dollars.
G. Areas of Potential Concern

29

The Garlic Press does not attract enough college students.

The prices of items are too high for college students.
The hours of operation may not attract college students.
The Garlic Press does not offer enough deals/specials.
The Garlic Press does not effectively promote its brand.
College students are not aware of The Garlic Press existence.
College students are not aware of what The Garlic Press has to offer.
The Garlic Press does not do advertising that targets college students.
The Garlic Press menu is too complicated for customers to read.
The Garlic Press offers too many items for customers to be able to choose from.
The floorplan of the store is unappealing to customers.
Employees are sometimes considered rude by customers.
The lack of parking in area deters customers from coming to the store.
The hours of operation may not be adequate for attracting students.

H. Problem Scope
College students are not aware of The Garlic Press existence is a very important concern. Since
the Garlic Press is so close to campus the student demographic is very important to the Garlic
Press success. The more aware students are of The Garlic Press, the more likely they are to go to
the store. This problem is researchable.
Whether or not the prices at The Garlic Press are too high for college students is another very
important area of concern. This concern is important because no matter how well a customer
knows a business or how much they like their products, if the prices are too high then the
customer will not be willing pay for them. This problem is researchable.
The Garlic Press does not effectively advertise towards college students, is another important
problem. Efforts to reach a certain demographic are wasteful if that demographic does not even
see the advertisements. The Garlic Press needs to find out how college students consume
advertisements and focus their efforts there. Finding out where and how college students
consume advertisements is researchable.
The effect of The Garlic Press menu on customers is of moderate importance. This problem is
important because having too many options, which The Garlic Press may have, creates a problem
known as the paradox of choice. The paradox of choice occurs when there are too many options
for a customer and they develop anxiety over choosing what to order. If a customer has an
anxiety filled experience at The Garlic Press they are less likely to return. This problem is
researchable.
The floorplan of The Garlic Press and whether or not customers find it unappealing is a problem
with some importance. This problem is important because if customers find anything
unappealing about an establishment they are less likely to return. This problem is researchable.

30

 Whether or not customers find employees rude is a problem with some importance. Once again,
if a customer finds an aspect of an establishment unappealing they are less likely to return. This
problem is researchable.
Determining whether or not the lack of parking in the area The Garlic Press is located deters
potential customers is of moderate importance. Due to the location of The Garlic Press parking
spots are scarce which makes it difficult for potential customers that are driving to find their way
to the store. But the location is also close to campus and residential areas of town. It needs to be
determined whether or not parking availability is actually a factor when choosing to go to The
Garlic Press. This problem is researchable.
One area of concern we will not be researching is whether or not The Garlic Press attracts
enough college students. We will not be researching this area of concern because Mrs. McManus
told us that this is a major concern she has with The Garlic Press and is one of her biggest goals
for the project. We trust Mrs. McManus experience and expertise on the subject and feel that
research is not needed.
I. Questions to be answered
I.
II.
III.
IV.
V.
VI.
VII.

What is the awareness of The Garlic Press within the college population?
Do college students think the current Garlic Press prices are too high and what do college
students look for when deciding to eat out?
What is the best way to advertise to college students?
How does the current menu set-up affect customer experience?
How does the current store organization affect customer experience?
Do employees actions affect the customer? If so, to what extent?
Does lack of parking deter potential college-aged customers?

31

II. Statement of Research Objectives

Primary
1.
Identify awareness of The Garlic Press within the college population.
Hypothesis: The current awareness of The Garlic Press within the college population is low.
Variables: The Garlic Press exposure to college students, The Garlic Press exposure to potential
customers
2.
Determine whether college students think The Garlic Press prices are too high.
Hypothesis: College students think The Garlic Press prices are not affordable based on their
budgets.
Variables: Competitor prices, Customers budgets, Customers perception of quality.
3.
Explore the best way to advertise to college students.
Hypothesis: We think the best way to attract college students is by advertising on Facebook,
Twitter, Instagram, Snapchat, the Vidette, as well as hanging up posters around campus.
Variables: Where college students spend most of their time online, what social media websites
are college students on, The Garlic Press presence on social media, The Garlic Press perceived
brand on social media
Secondary
4.
Find out what college students look for when deciding to eat out.
Hypothesis: The Garlic Press does not currently attract the student market segment.
Variables: Atmosphere, wait time, prices, cleanliness, available parking, hours of operation
5.
Does the current store organization affect the customer experience?
Hypothesis: The customer will not be negatively affected by the current store organization.
Variables: Customers interest in items from store section of The Garlic Press, whether customer
is eating there or ordering to go
6.
Determine whether employees actions affect the customer.
Hypothesis: Negative employees attitudes will make customers less likely to return.
Variables: Customers expectation on quality of service
7.
Identify whether lack of parking deters potential college student customers.
Hypothesis: For college students, lack of parking does not affect whether or not they go to The
Garlic Press.
Variables: Proximity to campus, proximity to student housing, do college students have cars, do
college students prefer to walk rather than drive

32

III. Research methodology

A. Research design
For The Garlic Press research, we will be using both exploratory and descriptive
research. Exploratory research provides insight to the researcher when there is a small amount of
information available. It can include methods like interviews, trial studies, or group discussion in
order to get more data on a subject. The exploratory research will be used to help understand
more about what the college population knows and thinks about The Garlic Press. Descriptive
research uses observations, case studies and surveys to determine characteristics of a certain
population. This will help us figure out whom the current population is and what can be done to
get the college population more interested in The Garlic Press. Our reason for research is to
determine what the college population thinks about The Garlic Press and how we can increase
the presence of the college population.
B. Secondary data
Our research team will not be using secondary data for this research project.
C. Primary data collection
1.Population
We will be looking at the population of ISU students. We will be looking at this
population because the owner of The Garlic Press is looking to get more of the college
population into the store.
2. Sampling Plan
For this research, we will be using non-probability sampling. We will be using this
sampling because we will not be using a completely random sample and will be asking peers that
we know in order to gather valuable information. With this information, we will determine what
the college student population thinks about The Garlic Press and from there we will look at what
we feel can be done to increase awareness and therefore increase the number of college students
visiting the store.
3. Sampling Frame
Our research group will be using information that collected from different main areas that
are around the college campus. some of the locations that we used were; near uptown, near
Chipotle, near the bone and other apartment complexes around campus.

4. Data collection device

33

Our research team will be using Self-administered questionnaires delivered door to door
to gather information for The Garlic Press. We will be using this method so we are more likely to
receive information in a timely manner. This form makes it easy for us to gain insight into what
college students at ISU think about The Garlic Press, so we can assess what we believe can be
done about the lack of college students in the store.

34