Broulim’s Artisan Bread and Tortilla Survey Results Caitlin Trani, Chantelle Rowley, Kristi Keister, Kyle Manning, Christian Holman
Feb 14, 2016
Broulim’s Artisan Bread and Tortilla Survey ResultsCaitlin Trani, Chantelle Rowley, Kristi Keister, Kyle Manning, Christian Holman
{Table of contents} Research Objectives: 3 Methodology: 4-5 Limitations: 6 Demographics: 7-11 Perceptions of Bread & Bakery: 12-16 Awareness & Purchase Habits: 17-26 Willingness to Purchase: 27-35 Tortillas: 35-50
{Research Objectives} Artisan Bread
Awareness/Usage Pricing
Expectations Reasons would
not purchase Broulim’s Bakery
Atmosphere
Tortillas Tortilla purchase
habits Likelihood to buy
fresh tortillas made in store
Pricing expectation
{Methodology}• 1,266 email invitations sent• Survey ran for 10 days
• Reminders sent 5 days into survey to non-responders• 433 people started survey, 412 finished. • 24 screened out • Net sample 388
• *All results are significant at a 95% confidence level
{Methodology}Broulim’s Sample 57 Finished 62 Started 92%
completion Rate
268 invited 23% Response
Rate
Employee Sample 106 Finished 108 Started 98%
completion rate
248 invited
Student Sample: 249 Finished 263 Started 95%
completion rate
750 invited 35%
response rate
{Limitations} Sampling due to Broulim’s regular
customers Apathy of respondents The wording on some questions could
be confusing The arrangement of questions could be
misleading
{Gender}
Male Female0%
10%
20%
30%
40%
50%
60%
44%
56%
Q25 - What is your gender?
{Age}
Under 21 21-25 26-30 31-40 41-50 51+0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
26%
39%
6%10% 9%
11%
Q26 - What is your age?
{Student}
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
69%
31%
Q27 - Are you a BYU-Idaho Student?
{Household}
Single
, live
alone
Single
, with
room
mates
Single
paren
t with
child
ren in
househ
old
Married
, no ch
ildren
in ho
usehol
d
Married
, with
childr
en in
house
hold
0%10%20%30%40%50%
2%
48%
1%
23% 27%
Q28 - Select the choice below that best describes your current household.
{Region}
Northea
st/Mid
Atlanti
c
Southe
ast
Northw
est
Mounta
in West
West Coa
st
Midwest
Southw
est
Cana
da
Outside
US/Can
ada
0%5%
10%15%20%25%30%35%40%45%
5% 3%
19%
42%
14%
7% 6%2% 3%
Q29 - Where are you originally from? Please select the closest region
Perceptions of Bread and Bakery
{Perceptions of Artisan Bread}
Good flavor Looks appetizing Good value for the money
Went stale too fast
Crust is too hard0.000.501.001.502.002.503.003.504.004.505.00
4.24 4.40
3.623.08
2.69
Level of Agreement with each statement
{Perceptions of Bakery}
Has Appe
tizing
odors
Too clu
ttered
/hard
to nav
igate
Needs
more lig
hting
lighti
ng/to
o dark
Display
units
are d
rab an
d una
ppealin
g
Color
s are
drab a
nd una
ppealin
g0.000.501.001.502.002.503.003.504.00 3.70
3.03 2.99 2.92 2.901 - Strongly Disagree
2 - Disagree
3 - Neither Agree Nor Disagree
4 - Agree
5 - Strongly Agree
{Broulim’s Bakery Perceptions}Interesting Find – Responses of “Not sure/Can’t Remember”
Needs More lighting/too dark = 17% Too Cluttered/hard to navigate = 12% Colors are drab and unappealing = 13% Display Units are drab and unappealing =
12% Has Appetizing odors = 10%
{Recommendations} There is an opportunity to create an
experience that leaves an impression on customers Remodel is an opportunity to innovate
Customers did seem to feel that the bakery has an appetizing odor. Find a way to use this as an advantage
in creating an experience Create an experience
Packaging, interaction
Awareness & Purchase Habits
{Awareness of Display}
Yes No Maybe0%
10%
20%
30%
40%
50%
60%
70%
58%
32%
9%
Q16 - Do you know where the Artisan Bread display is in Broulim's?
{Age vs. Awareness of Display}
under 21 21-25 26-30 31-40 41-50 51 +0%
10%
20%
30%
40%
50%
60%
70%
80%
13%
5%9%
21%
3%8%
48%
29%23%
26% 29%
22%
39%
66% 68%
53%
68% 70%
MaybeNoYes
{Artisan Bread Purchases}
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
27%
73%
Q17 - Have you purchased Artisan Bread at Broulim's?
{Bread Display & Purchases}
Yes No Maybe0%
10%
20%
30%
40%
50%
60%
70%
58%
32%
9%
Q16 - Do you know where the Artisan Bread display is in Broulim's?
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
27%
73%
Q17 - Have you purchased Artisan Bread at Broulim's?
{Age vs. Artisan Bread Purchase}
under 21 21-25 26-30 31-40 41-50 51 +0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%92.9%
71.7%
57.1%64.0%
69.2%
45.2%
7.1%
28.3%
42.9%36.0%
30.8%
54.8%NoYes
{Age vs. Artisan Bread Purchase}
{Academic Status vs. Bread Purchase}
Non Student Student0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
57.6%
79.6%
42.4%
20.4%
NoYes
{Age vs. Purchase and Awareness of Display}
under 21 21-25 26-30 31-40 41-50 51 +0%
20%
40%
60%
80%
39%
66% 68%53%
68% 70%
Do you know where the display is?MaybeNoYesLinear (Yes)
under 21 21-25 26-30 31-40 41-50 51 +0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
7.1%
28.3%42.9% 36.0% 30.8%
54.8%
Have you purchased Artisan Bread?
NoYesLinear (Yes)
{Recommendation} The data shows that there is a large
market to capture with students and those up to the age of 25. Starving Student Cards, Rexburg Savings Update Website
Use social media - Facebook
Willingness to Purchase
{Frequency of visits at grocery stores}
Albertson's Broulim's Walmart Sam's Club Winco0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
31.2%33.8% 34.0%
66.5%
37.4%
Never
< Once a month
About once a month
2-3 times a month
About once a week
More than once a week
{Willingness to Buy}
Very Unlikely (1)
Unlikely (2) Somewhat Unlikely (3)
Undecided (4)
Somewhat Likely (5)
Likely (6) Very Likely (7)
0%
5%
10%
15%
20%
25%
30%
35%
40%
3%6% 8% 10%
35%
22%
16%
Q13 - If the breads you preferred in the previous question were available at a grocery store in Rexburg for $2.99 each, how likely would you be to buy
them in the future?
Price
Not sur
e whe
re to
find th
em
Rest
of hou
sehold
migh
t not
like t
hem
Might g
o stal
e befo
re we c
an ea
t them
Not sur
e wha
t to us
e it fo
r
Other, p
lease
specif
y ____
______
_0%
10%20%30%40%50%
47%
2% 5%15% 14% 16%
Q14 - Why would you be unlikely to purchase the Ar-tisan Breads in which you previously showed inter-
est? (check all that apply)
{Customers Not Likely to Buy}
{Have you ever tried Artisan Bread?}
No Not Sure Yes0%
10%
20%
30%
40%
50%
60%
70%
80%
18%
10%
72%
{Previous Purchases vs. Willingness to Buy}
No Yes4.24.44.64.85.05.25.45.65.8
4.8
5.5
Willingness to Purchase Artisan Bread at $2.99 if you've already purchased it be-
fore
{Expected Price to Pay vs. Willingness to Buy at $2.99}
$1-$2 3 4 5 6 $6 +4.0
4.2
4.4
4.6
4.8
5.0
5.2
5.4
5.6
5.8
4.2
5.05.0 5.1
5.6
5.4
{Recommendations} Promote the great price
Tortillas
{Tortilla Consumption}
Never Less than once a month
Once a month
2-3 times a month
Once a week 2-3 times a week
Daily0%
5%
10%
15%
20%
25%
30%
35%
2%
14%11%
29%
20%22%
2%
{Types of Tortillas}
Flour Wheat Spinach Sun Dry Tomato
Corn Other0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
42%
21%
7% 7%
23%
1%
{Flour Tortilla Preference vs. Region}
Cana
da
Midwest
Mounta
in West
Northea
st/Mid
Atlanti
c
Northw
est
Outside
US/Can
ada
Southe
ast
Southw
est
West Coa
st0.0%
10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
85.7% 81.5%88.9% 89.5%
77.8%
61.5%50.0%
90.9%
77.4%
{Flour Tortilla Preferred by Mountain West vs. Everywhere Else}
Everywhere Else Mountain WestMountain West vs. Everywhere Else
72%
74%
76%
78%
80%
82%
84%
86%
88%
90%
78%
89%
{Tortilla type & Gender}
Female MaleGender
0%
2%
4%
6%
8%
10%
12%
14%
16%15%
10%
Spinach
Female MaleGender
0%2%4%6%8%
10%12%14%16%18%
16%
10%
Sun Dry Tomato
{Spinach & Time of Day}
Earlier than 2 PM 2 PM or LaterTime of Day
0%
5%
10%
15%
20%
25%
21%
12%
{Recommendation} Flour Tortillas
Flavored tortillas should be targeted toward women
Flavor varieties in the morning for earlier shoppers
{Price}
Would not pay extra
50 cents more 75 cents more $1.00 more $1.25 more $1.50 more0%
5%
10%
15%
20%
25%
30%
35%
24%
31%
15%
22%
3%6%
Q24 - How much extra would you be willing to pay for a package of 10 fresh tortillas versus 10 pre-packaged tortillas?
{Gender & Willingness to Pay}
Female MaleGender
0%
10%
20%
30%
40%
50%
60%
70%
80%71%
59%
29%
41% Willing to Pay Less than $1.00Willing to Pay More than $1.00
{Importance factors – Tortillas}
Taste Ingredients Thickness Atmosphere of store0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
6.12
5.06 4.99
3.78
{Importance Factors – Taste & Ingredients}
{Importance Factors – Taste & Ingredients}
{Importance Factors – Atmosphere}
{Likelihood to buy}
Very Unlikely (1)
Unlikely (2) Somewhat Unlikely (3)
Undecided (4)
Somewhat Likely (5)
Likely (6) Very Likely (7)
0%
5%
10%
15%
20%
25%
30%
35%
2%6% 6%
18%
29%
21%18%
Q23 - If a supermarket in the Rexburg, Idaho area made fresh tortillas right in front of you in the store, how likely would you be to buy them?
{Recommendations} Pricing – 60 cents more than a
comparable 10 pack tortilla Target women – higher favorable
preferences for atmosphere, ingredients and taste Get a good recipe – make sure it’s tested
and comparable to other fresh tortillas