SANTA FE GRILL RESTAURANT SURVEY

INTRODUCTION

This market survey was done for Santa Fe Grill Restaurant which is a startup owned by two

entrepreneurs. Santa Fe grill focuses on Mexican Foods. Six months after the business had

resumed there have been loopholes. The business experienced low traffic and the sales went

down. This was because the two entrepreneurs did not understand more about their customers;

they only knew the basic information about their customers. Their competitor who is Jose’s

Southwestern café is also a big threat to them. Their competitor compels them to work harder so

as to penetrate the market and increase the sales (Abraham, 2013).

The above problem forms the base for the reference point for this market survey. Our interest is

to measure the level of customer satisfaction in this business. We want to know how are

customers satisfied with the quality of food provided by the Santa Fe Grill. We also want to

know the demographics. Therefore, we went deeper in analyzing the gender and age across other

parameters measured in the survey. The demographics will help us to recommend the target

market. We also want to know what factor are considered by customers when choosing to dine in

restaurants. The other major interest was to know how Santa is performing compared to the

competitor Jose’s.
RESEARCH DESIGN

The sampling design used here is simple random sampling. This means all the respondent in the

sampling frame have equal chances of being selected. In this survey, the sampling frame was all

the customers who had previously dined on the Santa and/or Jose’s. Therefore, if a respondent

was found not to have used the above two restaurants then the interview was dropped and

another respondent is located. This is to make sure that we only research on the two restaurants

as per objective of the client (Cox, 2012).

The data was entered, cleaned and analyzed using SPSS

FINDINGS
In this section we have discussed the outputs from SPSS. We used descriptive statistics and

ANOVA to analyze.
 X1 -- Try New and Different Things Total
2 3 4 Strongly

Agree
Mexican Restaurant Jose's Southwestern
0 7 21 139 167
Most Recently Eaten Café

At . . . Santa Fe Grill 7 113 50 113 283

Total 7 120 71 252 450

The cross tabulation of the restaurants and the measure of customer’s habits of trying out new

things shows that the most customers of Jose’s Southwestern and Santa strongly agreed that they

would like to try new things.

However as Compared to Jose’s southwestern café Santa Fe Grill had few customers who

strongly agreed to have liked trying new things.

The preference for liking to try new things was above average for the two Restaurants.

Cross tabulation of Mexican restaurant and Party person

X2 -- Party Person Total

2 3 4 5 6 Strongly Agree

Jose's 2 17 43 63 28 14 167
Santa

Fe 9 59 152 63 0 0 283

Grill
 11 76 195 126 28 14 450
Total

The above results generated showed that none of the customers in Santa Fe Grill were neutral on

liking parties with music and a lot of talks. This was the same case in Jose’s southwestern cafe

Cross tabulation of Mexican restaurant and Avoiding fried foods

X4 -- Avoid Fried Foods Total

2 3 4 5 6
Mexican Restaurant Jose's Southwestern
45 64 50 8 0 167
Most Recently Eaten Café

At . . . Santa Fe Grill 0 68 23 102 90 283

Total 45 132 73 110 90 450
As compared to Jose’s Southwestern Santa Fe Grill had most customers who strongly avoided

fried foods. None of the customer in Jose’s southwestern café strongly agreed not to have liked

fried foods. Again, most of the customers in Santa Fe Grill were not sure if they really like fried

foods.
Cross tabulation of Mexican restaurant and Likelihood of going out socially

X5 -- Likes to Go Out Socially Total

2 3 4 5 6 Strongly

Agree
Mexican Restaurant Jose's Southwestern
7 16 28 52 42 22 167
Most Recently Café

Eaten At . . . Santa Fe Grill 14 37 152 80 0 0 283

Total 21 53 180 132 42 22 450

No customer strongly agreed to have liked to go out socially. Most of them were neutral about

going out.

Cross tabulation of Mexican restaurant and Friends who come to get advice
 X6 -- Friends Come to Me Total

3 4 5 6 Strongly

Agree

Jose's Southwestern
Mexican Restaurant 0 29 86 36 16 167
Café
Most Recently Eaten

At . . . Santa Fe Grill 38 35 57 92 61 283

Total 38 64 143 128 77 450

Most customers in Santa Fe Grill agreed to have being consulted by friends on choice of

products and brands.

Cross tabulation of Mexican restaurant and Carefulness

 X10 -- Careful about What I Eat Total

3 4 5 6 Strongly 73

2 Agree

Mexican Jose's

Restaurant Most Southwestern 6 52 50 52 7 0 0 167

Recently Eaten Cafe

At . . . Santa Fe Grill 6 22 107 74 60 13 1 283

Total 12 74 157 126 67 13 1 450

Most of the customers in Santa Fe Grill were neutral on choice of the foods they take.

However, compared to those who disagreed, most of them agreed that they care on what

they eat.
 Cross tabulation of Mexican restaurant and Friendly employees

X12 -- Friendly Employees Total

Strongly 2 3 4 5

Disagree
0 0 7 21 139 167
7 113 50 113 0 283
7 113 57 134 139 450

The number of customers in Santa Fe Grill slightly agreed that Santa has friendly

employees tend to tally with the those who didn’t agree that they encountered friendly

employees in Santa.

Cross tabulation of Mexican restaurant and Fun places to eat

X13 -- Fun Place to Eat Total

2 3 4 5 6 Strongly

Agree
Jose's
Mexican
Southwestern 6 29 73 31 28 0 167
Restaurant Most
Cafe
Recently Eaten At
Santa Fe Grill 0 7 74 161 39 2 283
...
Total 6 36 147 192 67 2 450
Most of the customer in Santa Fe Grill slightly agreed that Santa in a fun place to eat while

majority of customers in Jose’s agreed that indeed it is a fun place to eat.

Cross tabulation of Mexican restaurant and Large portion sizes

X14 -- Large Size Portions Tota

2 3 4 5 6
l
Mexican Restaurant Jose's Southwestern
0 39 71 37 20 167
Most Recently Eaten Café

At . . . Santa Fe Grill 38 34 34 50 127 283

Total 38 73 105 87 147 450

Most customers in Santa Fe Grill strongly agreed that the restaurant offered large size portions to

them while most customers in Jose’s Southwestern café were neutral on the size of portions

provided by the restaurant.

Cross tabulation of Mexican restaurant and Fresh foods

X15 -- Fresh Food Total

 4 5 6 Strongly

Agree
Mexican Restaurant Jose's Southwestern
0 7 48 112 167
Most Recently Eaten At Café

... Santa Fe Grill 98 98 19 68 283

Total 98 105 67 180 450

Majority of the customers in Santa Fe Grill were neutral on whether the Restaurant provided

fresh foods while majority of customers in Jose’s Southwestern café strongly agreed that the

foods offered in the restaurants were fresh.

Cross tabulation of Mexican restaurant and Reasonable prices

X16 -- Reasonable Prices Total

2 3 4 5 6
Mexican Restaurant Jose's Southwestern
0 39 89 19 20 167
Most Recently Eaten Café

At . . . Santa Fe Grill 38 34 50 77 84 283

Total 38 73 139 96 104 450

Most customer in Santa Fe Grill agreed that the prices in the restaurant are reasonable while most

of Jose’s customer were not sure if they were provided with reasonable prices.

Perception measures
Most customers in Santa slightly agreed that the interior was attractive which was the same case

experienced in Jose’s
Majority of customers in Santa Fe Grill slightly agreed that the food provided was of excellent

taste while majority of customers in Jose’s café strongly agreed that the food provided was of

excellent taste.
Majority of customers in Santa Fe Grill are neutral about whether the employees were

knowledgeable on the services they are offering. Majority of respondents on Jose’s café slightly

agreed that the employees were knowledgeable on the services they are providing.
Majority of respondents in Santa Fe Grill slightly agreed that the restaurant had proper

temperatures in its food while those in Jose’s agreed that the food had proper temperature
Majority of customers in Santa Fe Grill strongly agreed that the speed of service at the restaurant

is high. This was the same respond at Jose’s

Relationship measures

A high number of customers in Santa are neutral on whether they were satisfied on the being

served in Santa while majority of respondents were slightly agreeing on whether the level of

satisfaction was good.

A high number of Santa’s customers were not sure of the likelihood of coming back to be served

again by the restaurant while a large number of customers in Jose’s slightly agreed that they

would return for the services.

Regarding both restaurants, the customer chances of recommending were very small. Majority of

customers slightly disagreed on whether to recommend a friend to the restaurant. Majority of

customers in Jose’s were neutral on recommending a friend.

Majority of customers in the Santa were somehow frequent at eating at the restaurant while a

high percentage of customers in Jose’s occasionally ate there (Gentle, 2012).

Selection factors

Majority of customers in Santa considered the prices as least important where preferring the

restaurant for eating while majority of customers in the Jose’s considered price as the most

important factor in selection (Abraham, 2013).

High number both from Santa and Jose’s considered food quality as an important factor during

selection.

A high percentage of customers in Santa felt that the atmosphere was not that important in

selection. A high number in Jose’s café felt that the atmosphere was the least important as a

selection factor.

The service was important when selecting for Santa customers. For the Jose’s customers service,

the least important (Kennedy,2015).

Demographics of the customers

Most of the customers in Santa drove for more than 5 miles to reach the restaurant which was the

same case in Jose’s café.

A very high percentage of the customer in Santa remember the ads done for the restaurant while

a very small percentage of the customers in Jose’s café remember the ads.

In both restaurants the number of males is more than the number of females.
The number of children at home for the customers in the Santa Fe Grill restaurant was high

compared to the number of children at home for customers in Jose’s café

In both the restaurant the customers’ age bracket of most customer was 35-49

Test of hypothesis on whether the income of customers in Santa Fe Grill and Jose’s

Southwestern café are the same

Ho: The income in two groups are the same

Ha: The income in two groups are not the same

ANOVA
X35 – Income
Sum of df Mean Square F Sig.

Squares
Between 75139457570 75139457570
1 9.063 .003
Groups .136 .136
 37144336535 8291146548.
Within Groups 448
40.975 083
37895731111
Total 449
11.111
The significance level is very small implying the we reject the null hypothesis and conclude that

indeed the income for the two groups is different.

CONCLUSION

In this part, we provide the conclusion of the study.

Santa has competitive advantage over when it comes to the numbers. They have high number of

customer coming to their place despise the fact that the traffic has reduced.

Santa’s customers are likely to try new products that will be introduced in the restaurants. They

tend to avoid fried foods but are neutral on the kinds of food they eat. They were neutral on

whether the foods were fresh or not.

Customers in Santa did not like going out to social places. Friends would often come for advice

for products and brands from the Santa’s customers. They agreed that Santa is a fun place to eat.

Most of the customers in Santa were not sure on whether the employees had good knowledge.

They were not sure on the quality of service generally and not sure of coming back even though

they agreed the service rate was high in this restaurant.

Customers in Santa drove for long before getting to the restaurant. This may affect the traffic of

customers coming at the restaurant They remember the ads that have been done by the company.

This may be used as an advantage since most people hear their existence. Customers in Santa

who had children were more than the competitor.

The annual income of customers in Santa and Jose significantly. This means that one of the

restaurants has customer who earn higher than others.

RECOMMENDATIONS

The restaurant should use the advantage of number they have to come up with more food choices

on their menu. This is possible since their customer are willing to try new products. Therefore,

there are chances that the customer will respond positively to the new products.

The restaurant should try to avoid fried foods in the restaurant. Therefore, in their concept they

should introduce healthier foods to attract more customers and maintain the current customers.

They management can use the current customer to advertise. The analysis show that their friends

are likely to get advice from them about products and brands. They introduce foods that are liked

by children since most of these customers have children. This will help to increase the sales that

they have been having problems.

The management should introduce new branches in different place since the customers drove for

long before reaching the place. Another solution would be to introduce the online selling where

customers order the food and it is delivered to the door.

The restaurant should focus more on satisfying their customers since there are loopholes in the

company. The adverts should be pulling the customers closer to the restaurants by showing the

new foods that have been introduced and how healthier they are now.
REFERENCES

Abraham, B. and J. Ledolter (2013), Statistical methods for forecasting, John Wiley & Sons,

New York, USA.

Cox, D.R. and Brearley, A. (2012), An Outline of Statistical Methods for Use in the Textile

Industry, Leeds: Wool Industries Research Association.

Gentle JE (2012). Eelements of Computational Statistics. Springer-Verlag.

Kennedy WJ, Gentle JE (2015). Statistical Computing. Marcel Dekker.