Professional Documents
Culture Documents
Agenda
Overview
Overview of Results Research Purpose Research Methods Reliability and Validity Secondary Findings Primary Findings Conclusions and Recommendations Limitations
Methods
Findings
Conclusions
Results
Further research
How to market to men
Purpose
Deepen understanding of the typical Georgetown SweetGreen customer
Methods
Research databases Company website
Observation
IDIs Focus group
Secondary Research
Questionnaire
Survey Mistake
Glitch in first survey left off half the survey questions Second survey limited to 50 respondents Second data set are representative of the first
Focus on Georgetown students Relevant to SweetGreen on M St Georgetown students are fairly representative of other SweetGreen customers Similar values and interests
Location
0.07
Industry Analysis
Restaurant industry performance and forecast
High health consciousness and expectations of high food quality DC is 2nd healthiest city in the US 2.5% increase in quick service restaurant 4.0% increase in snack and beverage segment Organic food industry growth rate of 12% expected to diminish over time
Restaurant strategy trends Consumers want easy price points with simple menu options Use of discounts and loyalty programs incorporating social media/technology Focus on healthy menu offerings Convenience stores and supermarkets capturing market share of take-home prepared foods Growth of vegetarianism/veganism
Company Background
win, win, win
make an impact
Core Values
think sustainably
keep it real
Analytical Model
IDI Findings
Price
Sweetflow
Delivery
Distance- main deterrent of purchase
Looking to increase purchases of current customer base To market to men requires additional research
Fro-Yo
Pinkberry SweetFlow
Extensive product offerings Lack of awareness
$2-2.99
$3-3.99
$4-4.99
$5-5.99
0%
10%
20%
40%
50%
60%
Recommendations
Delivery Product Options Combo Options SweetFlow Changes Additional Research
Recommendations: Delivery
Rebrand SweetFlow
Change name to suggest frozen yogurt
SweetFlow toppings
SweetFlow rebranding
Limitations
Confusion about SweetFlow Survey issues
Time constraints
Georgetown bubble
Questions?