FINAL BRIX

BRIX

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A MARKETING RESEARCHREPORT

Presented by:

Baile Winslow

Breanna Destro

Kendall Ryan

Luis Carlos Manriquez

BRIX

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Table of Contents I. Executive Summary ..................................................................................................... 4

Highlights

II. Awareness ................................................................................................................... 5

Familiarity and Attendance

Breaking Down the Bar Graphs

III. Image and Perception*NEED APPENDIX* ............................................................. 7

Image and Perception Rating

Conclusion

IV. Market Segmentation .................................................................................................. 9

Age

Marital Status

Gender

Income

In conclusion

V. Atmosphere ............................................................................................................... 13

Music and Entertainment

Neighborhood and Environment

VI. Product Adjustments ................................................................................................. 14

VII. Price, Promotions, and Hours of Operation ............................................................. 15

VIII. Service and Staff ........................................................................................................ 16

IX. Food Sales ................................................................................................................. 17

X. A Few Last Words .................................................................................................... 18

XI. Appendix ................................................................................................................... 19

Figures 1

Figures 2

Figures 3

Figures 4

BRIX

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LETTER OF TRANSMITTAL

Dear BRIX, May 2, 2016

We are pleased to present the extensive Marketing Research report you have requested. From our

original meeting, we understood that the segment BRIX is trying to pursue are the young working

professionals throughout Weld County. We kept this segment in mind when conducting our

research. We are aware that the main purpose of BRIX is to satisfy this segment, generating

positive perceptions of the taphouse and brewery throughout the community and beyond.

This report outlines the key main points we discussed in the proposal.

• Awareness levels

• Image and Perception of tasting room

• Target Segments

• Changes and Adjustments

In the report, you will see extensive details about each of the sections above. We are pleased to

present you will an in-depth analysis of our research findings. We have also provided

recommendations that have the potential to enhance and promote your business, per your request.

We are most grateful for this opportunity; it has been a pleasure working with you!

Sincerely,

Bears United

BRIX

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Executive Summary In this Brewery Research Report, Bears United has created a comprehensive report of

where BRIX Taphouse & Brewery currently stands in the brewery market of Greeley, Colorado.

After conducting a survey of 563 residents, Bears United conducted an in-depth analysis of the

responses. Our analysis is specific to BRIX’s needs. We are confident that our findings and

suggestions will not only increase the awareness of BRIX, give you a better idea of the perception

of your brewery in the community and your current market segment, but will also grow your

customer base throughout Greeley and beyond.

Highlights

We will first begin this report by discussing the lack of awareness for BRIX Taphouse &

Brewery. It is important that you read this portion of our report. It may not seem important to

understand where the other breweries stand compared to BRIX, but we strongly believe that in

order for your business to act on your strengths and opportunities, you must understand your

weaknesses and threats. After looking at where each brewery stands, we will go over the current

image and perception of your brewery in the eyes of the community.

Bears United also addresses the four main demographics; Age, Marital Status, Gender, and

Income. These demographics are how we will segment the current market for BRIX. We found

that the customers of BRIX prefer Pop music over Rap, and we also mention how the

neighborhood of downtown could potentially affect whether or not customers are interested in

going to BRIX. Bears United will also inform you on when customers enjoy going out and how

they like to be entertained. We briefly discuss product adjustments and address some concerns on

the current staff at BRIX. Finally, we address how food sales, although important, are not the main

focus of customers.

Throughout the report, we will give recommendations as to how to address any issues that

have come up in our findings. We are hopeful that you will consider our recommendations and

will implement them immediately.

BRIX

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Awareness BRIX requested that we complete a full analysis of how aware consumers are of their taphouse and brewery throughout the Greeley community. Below is our in-depth analysis of where they stand in the eyes of the community. In the spring semester of 2017 Dr. James Reardon’s Market Research class conducted surveys with the residents of Greeley. These surveys were to help breweries and bars understand the awareness and likability of their breweries and bars. In the following text, you will have an explanation of how familiar locals are with BRIX compared to the competition of Greeley’s surrounding breweries and bars. Below we will discuss several numbers, all which are valuable to your knowledge of where BRIX stands in the brewery market.

Familiarity and Attendance

This graph shows that out of the 563 people surveyed only 108 were very familiar with or actually went to BRIX (right side of chart). Out of the 108 people, 34 of those people were very familiar with BRIX (top left of chart) and 74 of those people actually go to BRIX (bottom left of chart). Meaning, that only 19.1% of all of the people we surveyed are familiar or go to BRIX. The other 80.8% of people surveyed had an awareness level of familiar or less. 1

From the graphs and words on the next page, you will receive visual and textual explanations of what Bears United has concluded regarding familiarity from the data collected in April of 2016. We ran and analyzed two different types of data tests. This way you will see multiple different visual aids. The first will be multiple bar graphs showing the amount of people who fell under which category. The final six graphs will be pie charts that show the overall awareness compared to each bar or brewery.

1 Figure 1.0

19.10%

6%

13.10%

Familiarity Results

Familiarity and Attend Familiar Attend

BRIX

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Breaking Down the Bar Graphs

To start with your bar, BRIX, we can see that 231 (41%) people have not heard of your bar at all. This is alarming because, as you can see, it is the second highest unawareness compared to all the other bars. Continuing down the line with the bar graph, we see that 81 people have heard of BRIX. When looking at how many people are somewhat familiar with BRIX we find that 52 people are at least somewhat familiar with your bar, again this is something to consider, because it is the second lowest number when compared to the other breweries. Continuing to look at the data, we find that 80 people are familiar with BRIX. According to the surveys and statistics, 34 people are very familiar with BRIX. Finally, we can conclude that about 74 people (or 13.1% of total people surveyed) go to BRIX.

When looking at the statistics for Crabtree we see that 120 people have not heard of this brewery at all, a substantially lower number than BRIX. We can draw the conclusion that WeldWerks has the highest awareness level in Greeley. 2 Wiley Roots and BRIX are most similar when compared to the other breweries. Wiley Roots has the largest amount of people who have not heard of their brewery at all. Moving on to how many people have at least heard of Wiley Roots was ranked the second highest out of all the surveys. Wiley Roots and BRIX tied with how many people were somewhat familiar with them. When looking at the data, BRIX has a higher awareness than Wiley Roots. 3 We see Broken Plow as a close competitor with BRIX, because most of its numbers are slightly higher than BRIX’s. We suggest that 16th Street Tavern not be seen as the threat to BRIX, because its familiarity percentages are much lower than BRIX’s. We also believe that with the rest of the information found in the body of this report, 16th Street Tavern is not a competitor with the current target market of BRIX.

2 Figure 1.2 3 Figure 1.3

231

81

52

80

34

74

120102

73

108

63

86

148

104

69

96

5976

238

113

5267

36 44

195

114

72 70

39

62

22

106

65 67

43 50

0

50

100

150

200

250

Not At All Heard of It Somewhat Familiar Familiar Very Familiar I Go to thisBrewery

Num

ber o

f Peo

ple

Familiarity of Breweries

Brix Crabtree WeldWerks Wiley Roots Broken Plow Column1

BRIX

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Image and Perception

After conducting and analyzing the surveys, we can now go into detail on what the relative image and perception of each brewery and tasting room we researched. On the survey each participate was asked to rank how they felt on a selection of topics important to them and compare that importance to other brewery’s and tasting rooms they are aware with. They ranked each topic from least important to most important. On Page 8, you will find the breakdown of the results.

Image and Perception Rating4

Crabtree

We found that people like to go to Crabtree for the knowledgeable staff and friendliness and welcoming staff. Our data shows that most people who go to Crabtree like it because of the people that work there.

WeldWerks

Our findings show that most people go to WeldWerks for the friendliness of other customers, the entertainment they provide, quality of beer and the comfortable atmosphere. People go to WeldWerks to meet new friends, they feel comfortable hanging out there and they know they are going to be getting a quality beer with good entertainment. The overall rating for WeldWerks was the highest among the other bars and tasting rooms.

Wiley Roots

The data shows that Wiley ranked low compared to the other bars and tasting room. People that go to Wiley are there because they a dedicated to it. People think that Wiley has an average price and is not very comfortable and the location is not convenient for them. People as think that Wiley’s has average entertainment and the staff is somewhat knowledgeable.

4 Figure 2.1

0 10 20 30 40 50 60

Brix

16th

Broken Plow

Wiley

Weld

Crabtree

Combined Chart Rankings

Comfortable Selection Quality Friendly Knowledge Entertaining Location Customers Price Rating

BRIX

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Broken Plow

We found that most people go to Broken Plow because of the convenient location to where they are at. People that go to Broken Plow might go because of the friendliness of the staff or the selection of beer, but they do not go for the Entertainment.

16Th Street Tavern

People that go to 16th Street go for a fun time, they go to meet friends because it is a convenient hangout spot and they can ask the staff for recommendations because the staff is knowledgeable. People know they can have a fun time at 16th because of the entertainment offered. People think that 16th street has the highest price relative to the other breweries and tasting rooms.

Conclusion

Overall, after analyzing and researching the bars we can conclude that BRIX has ranked third in image and perception among the other bars and tasting rooms located in Greeley. We can conclude that people think that BRIX is comfortable and has the best selection of beers around. They know that they will be in the right spot for a good quality beer and a lower cost. People that go to BRIX like to try new beers and they stay awhile.

We have many different recommendations on how you can increase your image and perception, including staff training and advertising the entertainment. If you have change the way the staff is being trained by educating them on the beer, making sure they are interacting and caring about the customers they will appear more knowledgeable and friendlier to the customers, this will be discussed later in the report when we talk about the service of BRIX. If you make sure to advertise the events or entertainment that will be happening, you can increase the amount of people that attend and people will want to come to BRIX to meet new people and tell their friends to come. Below is a combined graph of all of the image and perception data that was in the survey.

BRIX

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Market Segmentation When looking at where the target segments purchase and consume their beer, we decided to look at four factors: Age, Income, Marital Status, and Gender. When looking at age, we found some trends within each group that made them unique.

Age

The first age group of new legal drinkers seemed as if they were attracted more towards bars and breweries, because they consumed the majority of their beer from those areas. The second age segment, 29.5 years old5, seemed to be the group that did not purchase from locations not specializing in serving alcoholic beverages, such as not buying beer from grocery and convenience stores. The third age segment, 39.5 years old, were the middle-aged drinkers who showed that they had established6 locations from which they would purchase and enjoy their drinks since they seemed to favor bars and breweries more than other locations. The fourth age group, 49.5 years old, seemed to buy the majority of their beer from liquor stores. The final age group, 61.5 years old, was the group that avoided convenience stores (we see they rarely buy from convenience stores), and instead chooses to buy alcohol at traditional locations that sell beer and liquor.

From this data, we believe that the best group to target would be the new legal drinkers, because they tend to go most to liquor stores and bars compared to breweries, indicating that they go enjoy alcohol in traditional locations for their age segment. BRIX should find a way to attract

5 Figure 3.1 6 When Bears United refers to locations as “traditional” or “established” we are referring to bars and breweries or liquor stores.

0

1

2

3

4

5

22.5 29.5 39.5 49.5 61.5

Popu

larit

y Ra

ting

Age

Age Group

Grocery Store Bar Brewery Convenience Store Liquor Store

BRIX

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them away from these locations, because as a group, they go to liquor stores and bars more than any other location when compared to other groups, meaning there is potential for growth here. However, we do recognize that BRIX would like to target young urban professionals, and therefore, we continue to recommend they target this group in addition to new alcohol drinkers. The 22.5-year-old segment will soon become working professionals. This group will continue to patronize BRIX while they enter into their professional career.

Marital Status7

The second factor that we focused on was marital status. Single people almost avoid grocery and convenience stores altogether, while spending a vast amount of time at bars and breweries, revealing that they did not just purchase alcohol and take it home, but instead enjoyed it at locations that are more traditional. We found that those who were married tended to purchase the majority of their alcohol from liquor stores while also going to breweries often. Those who were separated seem to be well-balanced people who consume alcohol from all locations, indicating that they had no preference as to where consumption takes place. Divorced people however had the tendency to spend more time at breweries and buy from liquor stores, while almost completely avoiding bars. Widowed people pretty much avoided all forms of alcohol consumption, but when they did consume it they would go to bars more than any other location. The most common trend among all people was that regardless of their marital status, excluding

7 Figure 3.2

0

1

3

4

5

6

Single Married Separated Divorced Widowed

Popu

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Marital Status

Marital Status Group


BRIX

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divorced people, bars were the most popular places to be at when consuming alcohol while convenience stores where the last place anybody chooses to purchase alcohol at.

Gender8

Another factor Bears United focused on was gender. What we saw from these two groups was what we had already seen before. Out of the two large groups within this segment, it was apparent that women tended to buy more of their alcohol from liquor stores than any other place, while men consumed their alcohol from various locations, but just like women, bought the most of their alcohol from liquor stores. Another thing noticed was that men purchased and consumed more alcohol than women in all five locations where alcohol is served and sold. Despite there being more men surveyed, the data indicates that men and women have the same preferences from where they buy their alcohol with the exact order of popularity being: Liquor stores, bars, breweries, grocery stores and finally convenience stores. They placed in the same order showing that regardless of gender, there is a common preference of where people consume and purchase their alcohol since the data suggests that every location is perceived the same regardless of gender.

8 Figure 3.3

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3

4

5

Female Male

Popu

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Gender

Gender Group


BRIX

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Income9

Income was the third factor that Bears United found that was important to understanding your segments. When looking at overall income, we found that liquor stores were the most popular places to shop at for alcohol. Convenience stores and grocery stores were never the first locations considered when searching for locations to buy and enjoy alcohol. What we discovered was that income did not seem to influence one specific group towards anyone location. Unfortunately, this does not help the management at BRIX, trying to target the working professional segment you desire to have. However, it could be good news, because we see that regardless of income, the places people buy alcohol from does not change. This is good because BRIX can target each income segment, gaining more customers than you originally intended. Finding a way to attract customers who go more to bars than breweries, as well as moving BRIX from the awareness set of the consumer into the evoked set of the consumer. Since breweries were never once categorized as the most popular location to enjoy alcohol, this opens the door to a new opportunity for BRIX. Instead of seeing this information as a threat, BRIX can establish a competitive advantage over the other breweries in Greeley. By targeting all income segments and providing an entertaining experience, this will generate consumers to enjoy drinking at BRIX more than any other category. The next portion of the report will discuss many ways BRIX can grow this opportunity further.

In conclusion After having analyzed the segment market, we saw some very interesting and common

trends that reveal where to improve and grow and where to continue targeting. What was revealed was that everybody prefers to purchase alcohol from liquor stores instead of buying from

9 Figure 3.4

0

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2

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Under 20K 40K 80K 110K 140K Over 150K

Popu

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Income

Income Group


BRIX

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convenient and grocery stores, while occasionally going to bars and breweries. BRIX has to make sure that its brand and location are something that its target market is more aware of, as well as helping new and existing customers form a more positive perception of what a brewery is, and the benefits and experiences it offers. It also has to make sure that its target market knows how a brewery is different from a bar, and specifically how BRIX is different from other breweries. It can begin by utilizing its advantage of having a bar license while also making its own beer, something that only one other brewery in Greeley offers. Doing this, after having seen what segments shop where, can help BRIX begin targeting groups whom would be very beneficial to bring in as soon as possible.

Atmosphere Because Kendra expressed her concern with the current atmosphere in BRIX, Bears United believes that there are several points to make about the opinion customers have about atmosphere. We asked respondents to compare the breweries as to which had the most comfortable atmosphere. This was done on a five-point scale, 1 being the lowest, 5 being the highest. We added the percentages from respondents who answered either 4 or 5 on the scale. Below are how the six breweries were ranked on comfortability of the atmosphere.

Ranking Brewery Percentage Answered 4 or 5 1. BRIX 57.7% 2. 16th Street 55.1% 3. WeldWerks 32.1% 4. Crabtree 31.5% 5. Broken Plow 22.6% 6. Wiley Roots 14.1%

Music and Entertainment One point we feel that it is necessary to make is the importance of music to customers at

BRIX. We researched customers who are very familiar with BRIX and go to your brewery often; we found that they enjoy listening to country, rock, alternative, and pop music. We think that because of this finding, BRIX should incorporate all four types of music into their atmosphere. We would highly recommend BRIX avoid playing rap, classical and jazz music. Surveyors expressed their strong dislike for these categories.

Other findings include the moderate importance of sports to the environment of BRIX. Customers expressed their desire to be able to be entertained by sports on TV while at BRIX. In our survey, about sixty percent of total respondents ranked going to a bar or brewery to watch TV as moderately likely to very likely.

Neighborhood and Environment Unfortunately, we were not able to include anything about the downtown on our survey

like the owners had wanted, but we were able to find out if the surrounding neighborhood had an impact on whether or not people were likely or unlikely to go to a bar. We found that a just over fifty percent of people were more likely to go to a brewery because of the surrounding neighborhood. This percentage includes responses ranging from being moderately likely to very likely to go to a bar or brewery for the surrounding neighborhood. Bears United believes that this could be understood as; the pleasant atmosphere of downtown could influence the customer’s likelihood of going to BRIX. Thus, we believe that creating a positive, friendly, and fun atmosphere downtown could generate more customers.

BRIX

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Bears United finds it very important to note that most people would like to go to a bar or brewery because of patio and outdoor seating. We think that this finding gives BRIX a great competitive advantage, because the taphouse & breweries already making good use of their outdoor space. Continuing to cultivate and improve the outdoor patio would create greater satisfaction in the eyes of the customers.

Product Adjustments Customers who frequent BRIX tend to prefer seasonal beers the most, followed by lagers,

and stouts. Below we have created a chart based on some of the types of beer that were listed on the survey and the way respondents answered.

Type of Beer in BRIX Number of Types Number of Respondents who Prefer

IPA 9 40.7% Stout 2 35.3% Porter 3 24% Lager 2 48.8%

Sour/Fruit 1 sour, 4 fruit 16%

Although not listed on the chart above, we would like to note that 53% of respondents said they enjoyed seasonal beers above all other types of beer. Our recommendation to BRIX would be to include more seasonal flavors in their selection. When the respondents were done answering which beers they preferred, they were allowed to write in other types of beers, these write ins included: Wheats, Ciders, and Ambers. The selection of BRIX is seen as the best amongst all customers.

Similar to how we ranked the breweries for atmosphere, below shows the rankings of the breweries for selection. On a five-point scale, 1 being the lowest, 5 being the highest; respondents were asked to rank the selection of beer at each of the breweries. We added the percentages of respondents who answered either 4 or 5 on the scale. 10

Ranking Name Percentage Answered 4 or 5 1. (tie) BRIX and Crabtree 27.9%

2. WeldWerks 26.5% 3. Broken Plow 17.8% 4. Wiley Roots 14.2% 5. 16th Street Tavern 13%

10 Figure 4.4

BRIX

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Another point we wanted to look at was how the quality of beer at BRIX was perceived in comparison to the other breweries. Below are the rankings of the closest competitors to BRIX. Crabtree was seen as the highest quality by five percent over BRIX. Broken Plow was a little over five percent below BRIX. With this information, BRIX should remember that their quality (although is ranked second overall) is threatened by the pursuit of Broken Plow. BRIX also has an opportunity to increase its rankings over Crabtree when looking at quality. We would recommend BRIX serve both Crabtree and Broken Plow beers on tap.

Price, Promotions, and Hours of Operation To address any concerns on pricing, we found in the research that BRIX actually has a

lower perceived price than we had expected when we originally talked with Kendra. Going forward, we feel it is not necessary to address this concern further, given this information. Instead, we would like to look at other promotional concerns.

Bears United saw that it was necessary to address hours of operation and promotions simultaneously. We believe in doing so, BRIX will have a greater knowledge base on what their customers (and all respondents) desires are when going to a brewery.

On Wednesdays, BRIX usually has live music. We wanted to look at people who said that they were familiar with BRIX and enjoyed going out to listen to live music. We found that these respondents would most likely go to BRIX between the hours of 5-11 pm. The days they were most likely to go were Thursday, Friday, and Saturday. We then looked at respondents who were familiar with all of the breweries (not just BRIX) and who were interested in going to a brewery for live music. Below the table shows what times, they would be interested in going

How likely are they to go to the Brewery? Time Sometimes 2:00pm

Often 5:00pm Most 8:00pm

Sometimes 11:00pm

The Best days for all respondents to go out with the intention of music were the same as only BRIX customers, Thursday, Friday, and Saturday. To conclude our recommendations about live music at BRIX, we would continue to recommend that live music be played at 8:00pm on the evenings of Thursday-Saturday, in order to reach customers who enjoy this type of environment. If BRIX is using live music as a way to lure customers in on Wednesdays, then we highly recommend better advertising of this information. Bears United looked online under the weekly promotions tab of the BRIX website, and was unable to find all of the weekly promotions listed. We then looked at the Facebook page and noticed it had been removed. Unfortunately, respondents either look online or on Facebook when finding out information about breweries, therefore BRIX needs to increase online advertisements for weekly promotions.

BRIX

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Other Promotional Elements

Because Trivia only seemed only moderately important to all respondents, we thought we would look at how important it was to students. Thinking that it would have great importance on students’ motivations to go out, we found that it was only moderately important to them, too. The most important reasons why students would go to a bar or brewery is for Happy Hour or for the food. If BRIX is looking to target students, then the taphouse & brewery should continue doing trivia, but also increase food and Happy Hour promotions. Maybe even including Happy Hour to food items would be helpful in further reaching this market segment.

Another promotion we looked at was Happy Hour. Because BRIX currently has happy hour from 2-5pm every day, we looked at the weakest day respondents said they would be interested in going to the Brewery were Mondays and Tuesdays. Bears United would like to recommend a broader Happy Hour promotion these days in order to try to get more customers in the door. Maybe moving it to later in the day would help, or taking $2.00 off instead of $1.00 could help. Even though BRIX does have an extended Happy Hour on Tuesdays with $2.00 before 5:00pm, we would recommend this same promotion happening on Mondays before Painting and Pints begins at 7:00pm.

At the end of the survey, respondents were able to write in any comments/suggestions they had for the breweries. Below are some of the suggestions that Bears United believes would benefit the success of BRIX.

• Gluten Free options • Games-shuffle board/lawn games • More College Discounts • Open Mic, Stand Up Comedy, and Dancing

Service and Staff One of Kendra’s concerns was whether customers at BRIX were happy with mostly being

served at the bar. She was worried that some customers may come in and be sitting around for a while before they are waited on. She also was concerned if customers were offended if she went to work on the computer instead of consistently waiting on them. BRIX currently does most of their service at the bar and customers are expected to walk up to the bar to order. In our research, we found that out of all people surveyed about half of the people preferred service at the bar and the other half of people preferred a waiter. For respondents that were familiar with BRIX, the majority preferred service at the bar. This should address Kendra’s concern about customers who may not

89.10%77.80%84.60% 79.40%

62%46.90%

0.00%

50.00%

100.00%

Students All Respondents

Promotions

Happy Hour Food Trivia

BRIX

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know they will not be waited on like a typical restaurant. Our recommendation would be to make it more clearly to customers that service will mostly take place at the bar.

We were also able to look at the quality of the service BRIX provides to customers in our survey. One concern we have about BRIX is the lack of friendliness/welcoming of the staff. Crabtree and WeldWerks were ranked well above BRIX on this scale. Crabtree and Weldwerks were ranked the highest among respondents when asked about the knowledge of staff. At the end of each survey, respondents were given an opportunity to write about what they do not like about current breweries. Below we have listed the responses that were written about BRIX’s service.

• “Bad service at BRIX and Wiley” • “BRIX servers are not nice” • “Customer Service”

Based off these results we would emphasize the importance of reminding the staff at BRIX that the experience of the customer is of the upmost importance, and creating an enjoyable customer experience will generate a positive word of mouth about BRIX in the community. As discussed previously, BRIX should also increase the knowledge of the staff by providing information to them about the beers they currently serve and especially when new beers are being served.

Food Sales Bears United would like to briefly touch on the importance of food that is provided by BRIX.

11

From this graph, we see that BRIX customers do not see that food is as important as the responses from all of the survey respondents. What we can conclude from this graph is that food is

11 See Figure 4.5

5.60% 4.60%

17.60%

21.30%

25%

17.60%

7.40%5.20%

2.80%

9.40%

21.80%

30.20%

19.90%

10.50%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Not Important LeastImportant

Less Important SomewhatImportant

Important MoreImportant

MostImportant

Food Importance

Brix All Respondents

BRIX

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important to customers, and it needs to be present at the brewery. If BRIX would like to target consumers outside of its current market, mentioning food sales would be something to consider when trying gaining new customers. However, it is not the most important selling item. BRIX needs to focus on food as being a supplement to the overall experience, but not as the focal point. One respondent suggested that the brewery do a food+beer pairing, similar to how wines and cheeses are paired, but in brewery fashion.

A Few Last Words In conclusion, Bears United would like to remind you that BRIX is the most unique taphouse and brewery in Greeley. With over 60 rotating craft beers from Colorado’s finest breweries, along with BRIX’s own in-house brews, we would like to remind management of that there are many great strengths about this taphouse and brewery. Although many people in the Greeley community are unaware of this bar, we believe that with the recommendations we have made, BRIX will be well known to all residents. By breaking down your market segments into four demographics: age, marital status, gender, and income, Bears United is confident that through targeting these segments, you will generate more customers than before. Finally, by looking at the atmosphere, product adjustments, promotions, service, and food sales, this information will be valuable when positioning your entertaining and enjoyable experience to customers.

BRIX

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Appendix

Figures 1 Figure 1.0

FamBRIX

Frequency Percent Valid Percent

Cumulative

Percent

Valid 4.00 34 31.5 31.5 31.5

5.00 74 68.5 68.5 100.0

Total 108 100.0 100.0 Figure 1.1

FamCrab * FamBRIX Crosstabulation

Count

FamBRIX

Total .00 1.00 2.00 3.00 4.00 5.00

FamCrab .00 91 8 4 10 3 4 120

1.00 35 35 16 11 2 3 102

2.00 31 8 12 11 6 5 73

3.00 40 12 9 28 4 15 108

4.00 13 8 4 12 13 13 63

5.00 21 10 7 8 6 34 86

Total 231 81 52 80 34 74 552

One-Sample Test

Test Value = 0

t df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

FamBRIX 21.819 553 .000 1.68773 1.5358 1.8397

FamCrab 30.904 558 .000 2.27907 2.1342 2.4239

Figure 1.2

FamWeld * FamBRIX Crosstabulation

Count

FamBRIX

Total .00 1.00 2.00 3.00 4.00 5.00

FamWeld .00 108 11 13 10 4 2 148

BRIX

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1.00 42 32 8 13 2 7 104

2.00 27 14 13 7 3 5 69

3.00 29 12 9 30 8 8 96

4.00 16 6 4 9 16 8 59

5.00 9 6 5 11 1 44 76

Total 231 81 52 80 34 74 552

One-Sample Test

Test Value = 0



Difference

Lower Upper

FamBRIX 21.819 553 .000 1.68773 1.5358 1.8397

FamWeld 27.963 556 .000 2.08797 1.9413 2.2346

Figure 1.3

FamWiley * FamBRIX Crosstabulation

Count

FamBRIX

Total .00 1.00 2.00 3.00 4.00 5.00

FamWiley .00 158 19 23 19 8 11 238

1.00 34 40 12 12 6 9 113

2.00 10 8 8 14 3 9 52

3.00 20 4 6 24 6 7 67

4.00 5 3 2 7 9 10 36

5.00 4 5 1 4 2 28 44

Total 231 79 52 80 34 74 550

One-Sample Test

Test Value = 0



Difference

Lower Upper

FamBRIX 21.819 553 .000 1.68773 1.5358 1.8397

FamWiley 20.386 552 .000 1.42676 1.2893 1.5642

Figure 1.4

FamPlow * FamBRIX Crosstabulation

Count

BRIX

21 | P A G E

FamBRIX

Total .00 1.00 2.00 3.00 4.00 5.00

FamPlow .00 123 15 19 23 6 9 195

1.00 42 25 12 16 6 13 114

2.00 26 20 5 12 4 5 72

3.00 17 10 11 17 3 12 70

4.00 14 1 2 7 11 4 39

5.00 9 10 3 5 4 31 62

Total 231 81 52 80 34 74 552

One-Sample Test

Test Value = 0



Difference

Lower Upper

FamBRIX 21.819 553 .000 1.68773 1.5358 1.8397

FamPlow 23.335 557 .000 1.70072 1.5576 1.8439

Figure 1.5

Fam16th * FamBRIX Crosstabulation

Count

FamBRIX

Total .00 1.00 2.00 3.00 4.00 5.00

Fam16th .00 129 27 13 18 10 25 222

1.00 41 27 12 17 4 5 106

2.00 12 12 16 10 4 11 65

3.00 29 5 4 22 3 4 67

4.00 13 6 5 5 9 5 43

5.00 7 4 4 7 4 24 50

Total 231 81 54 79 34 74 553

One-Sample Test

Test Value = 0



Difference

Lower Upper

BRIX

22 | P A G E

FamBRIX 21.819 553 .000 1.68773 1.5358 1.8397

Fam16th 21.691 556 .000 1.55117 1.4107 1.6916

Figures 2 Figure 2.1

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

PSelBRIX PSel16th PSelPlow PSelWiley PSelWeld PSelCrab

Wide Selection of Beers

3.3

3.4

3.5

3.6

3.7

3.8

3.9

4

PQuaBRIX PQua16th PQuaPlow PQuaWile PQuaWeld PQuaCrab

High Quality of Beers

BRIX

23 | P A G E

3.45

3.5

3.55

3.6

3.65

3.7

3.75

3.8

3.85

3.9

PFriBRIX PFri16th PFriPlow PFriWile PFriWeld PFriCrab

Friendliness/Welcoming of Staff

3.5

3.55

3.6

3.65

3.7

3.75

3.8

3.85

3.9

3.95

4

PKnoBRIX PKno16th PKnoPlow PKnoWile PKnoWeld PKnoCrab

Knowledge of Staff

2.9

3

3.1

3.2

3.3

3.4

3.5

PEntBRIX PEnt16th PEntPlow PEntWile PEntWeld PEntCrab

Entertaining

BRIX

24 | P A G E

0

0.5

1

1.5

2

2.5

3

3.5

4

PLocBRIX PLoc16th PLocPlow PLocWile PLocWeld PLocCrab

Convenient Location

3.1

3.15

3.2

3.25

3.3

3.35

3.4

3.45

3.5

3.55

3.6

PCusBrix PCus16th PCusPlow PCusWile PCusWeld PCusCrab

Other Customers There

3.05

3.1

3.15

3.2

3.25

3.3

3.35

3.4

3.45

3.5

PPriBRIX PPri16th PPriPlow PPriWile PPriWeld PPriCrab

Price

BRIX

25 | P A G E

Here is some of the data we used to find the overall image/Perception of each bar/tasting room. N Minimum Maximum Mean Std. Deviation Atmostphere PAtmBRIX 229 1 5 3.5284 1.06595 PAtm16th 196 1 5 3.5255 1.06908 PAtmPlow 231 1 5 3.4719 1.09459 PAtmWiley 173 1 5 3.3584 1.17577 PAtmWeld 265 1 5 3.8679 1.04877 PAtmCrab 294 1 6 3.6837 1.11701 Selection PSelBRIX 224 1 5 3.9509 1.10535 PSel16th 195 1 5 3.1897 1.01529 PSelPlow 222 1 5 3.3288 0.97246 PSelWiley 172 1 5 3.3721 1.02651 PSelWeld 262 1 5 3.6107 1.04366

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

4

PAtmBRIX PAtm16th PAtmPlow PAtmWiley PAtmWeld PAtmCrab

Mea

n

Bars

Comfortable Atmostphere

3.35

3.4

3.45

3.5

3.55

3.6

3.65

3.7

3.75

3.8

3.85

POvrBrix POvr16th POvrPlow POvrWile POvrWeld POvrCrab

Overall Quality

BRIX

26 | P A G E

PSelCrab 295 1 5 3.5661 1.04077 Quality PQuaBRIX 220 1 5 3.8455 0.99942 PQua16th 198 1 5 3.4949 1.04589 PQuaPlow 219 1 5 3.621 1.10367 PQuaWile 172 1 5 3.6919 1.13082 PQuaWeld 263 1 5 3.8745 1.03167 PQuaCrab 291 1 5 3.7766 1.08672 Friendly Staff PFriBRIX 218 1 5 3.6193 1.11007 PFri16th 198 1 5 3.7828 1.11214 PFriPlow 225 1 5 3.6933 1.01295 PFriWile 168 1 5 3.6726 1.06943 PFriWeld 263 1 5 3.8631 1.04675 PFriCrab 295 1 5 3.8746 1.07911 Knowledge of Staff PKnoBRIX 216 1 5 3.6713 1.13642 PKno16th 192 1 5 3.7135 1.12386 PKnoPlow 220 1 5 3.6909 1.05333 PKnoWile 164 1 5 3.7073 1.11859 PKnoWeld 254 1 5 3.874 1.03299 PKnoCrab 282 1 5 3.9468 1.05406 Entertainment PEntBRIX 211 1 5 3.2417 1.0016 PEnt16th 192 1 5 3.276 0.97177 PEntPlow 217 1 5 3.1014 1.10506 PEntWile 161 1 5 3.2671 1.05923 PEntWeld 256 1 5 3.4531 1.06906 PEntCrab 285 1 5 3.1684 1.11317 Location PLocBRIX 221 1 5 3.181 1.31902 PLoc16th 204 1 5 3.4559 1.36927 PLocPlow 225 1 5 3.5022 1.33003 PLocWile 167 1 5 2.8144 1.21051 PLocWeld 259 1 5 3.278 1.24823 PLocCrab 294 1 5 3.4422 1.24549 Friendliness of Customers PCusBrix 222 1 5 3.2973 1.11424 PCus16th 195 1 5 3.4462 1.094 PCusPlow 218 1 5 3.3211 1.0978 PCusWile 165 1 5 3.2667 1.12148 PCusWeld 258 1 5 3.531 1.05538 PCusCrab 286 1 5 3.4476 1.10931 Price PPriBRIX 209 1 5 3.3014 0.9952 PPri16th 190 1 5 3.2 0.98776

BRIX

27 | P A G E

PPriPlow 216 1 5 3.2824 0.99714 PPriWile 160 1 5 3.2438 0.97611 PPriWeld 251 1 5 3.4343 0.99532 PPriCrab 284 1 5 3.4718 0.98894 Overall Rating POvrBrix 219 1 5 3.7215 0.95305 POvr16th 192 1 5 3.599 1.00813 POvrPlow 224 1 5 3.5536 1.08673 POvrWile 170 1 5 3.5118 1.08915 POvrWeld 265 1 5 3.7962 1.03169 POvrCrab 292 1 5 3.6781 1.0805 Valid N (listwise) 57

Figures 3

Figures 3.1

Figure 3.2

BRIX

28 | P A G E

Figure 3.3

Figure 3.4

BRIX

29 | P A G E

Figures 4 Figures 4.1

MusRap


Cumulative

Percent

Valid -1.00 26 24.1 24.1 24.1

.00 44 40.7 40.7 64.8

1.00 38 35.2 35.2 100.0

Total 108 100.0 100.0

MusRock

BRIX

30 | P A G E


Cumulative

Percent

Valid -1.00 4 3.7 3.7 3.7

.00 30 27.8 27.8 31.5

1.00 74 68.5 68.5 100.0

Total 108 100.0 100.0

MusAlter


Cumulative

Percent

Valid -1.00 11 10.2 10.2 10.2

.00 41 38.0 38.0 48.1

1.00 56 51.9 51.9 100.0

Total 108 100.0 100.0

MusPop


Cumulative

Percent

Valid -1.00 6 5.6 5.6 5.6

.00 41 38.0 38.0 43.5

1.00 61 56.5 56.5 100.0

Total 108 100.0 100.0

MusClass


Cumulative

Percent

Valid -1.00 27 25.0 25.0 25.0

.00 59 54.6 54.6 79.6

1.00 22 20.4 20.4 100.0

Total 108 100.0 100.0

BRIX

31 | P A G E

MusJazz


Cumulative

Percent

Valid -1.00 22 20.4 20.4 20.4

.00 47 43.5 43.5 63.9

1.00 39 36.1 36.1 100.0

Total 108 100.0 100.0

Figure 4.2

GoOutsid


Cumulative

Percent

Valid 1.00 50 8.9 9.0 9.0

2.00 29 5.2 5.2 14.3

3.00 47 8.3 8.5 22.8

4.00 97 17.2 17.5 40.3

5.00 98 17.4 17.7 58.0

6.00 116 20.6 21.0 79.0

7.00 116 20.6 21.0 100.0

Total 553 98.2 100.0

Missing System 10 1.8

Total 563 100.0

Figure 4.3

PAtmBRIX


Cumulative

Percent

Valid 1.00 16 2.8 7.0 7.0

2.00 16 2.8 7.0 14.0

3.00 65 11.5 28.4 42.4

4.00 95 16.9 41.5 83.8

5.00 37 6.6 16.2 100.0

Total 229 40.7 100.0


Total 563 100.0

BRIX

32 | P A G E

PAtm16th


Cumulative

Percent

Valid 1.00 14 2.5 7.1 7.1

2.00 11 2.0 5.6 12.8

3.00 63 11.2 32.1 44.9

4.00 74 13.1 37.8 82.7

5.00 34 6.0 17.3 100.0

Total 196 34.8 100.0


Total 563 100.0

PAtmPlow


Cumulative

Percent

Valid 1.00 11 2.0 4.8 4.8

2.00 36 6.4 15.6 20.3

3.00 57 10.1 24.7 45.0

4.00 87 15.5 37.7 82.7

5.00 40 7.1 17.3 100.0

Total 231 41.0 100.0


Total 563 100.0

PAtmWiley


Cumulative

Percent

Valid 1.00 16 2.8 9.2 9.2

2.00 18 3.2 10.4 19.7

3.00 60 10.7 34.7 54.3

4.00 46 8.2 26.6 80.9

5.00 33 5.9 19.1 100.0

Total 173 30.7 100.0


Total 563 100.0

BRIX

33 | P A G E

PAtmWeld


Cumulative

Percent

Valid 1.00 11 2.0 4.2 4.2

2.00 13 2.3 4.9 9.1

3.00 60 10.7 22.6 31.7

4.00 97 17.2 36.6 68.3

5.00 84 14.9 31.7 100.0

Total 265 47.1 100.0


Total 563 100.0

PAtmCrab


Cumulative

Percent

Valid 1.00 13 2.3 4.4 4.4

2.00 31 5.5 10.5 15.0

3.00 72 12.8 24.5 39.5

4.00 99 17.6 33.7 73.1

5.00 78 13.9 26.5 99.7

6.00 1 .2 .3 100.0

Total 294 52.2 100.0


Total 563 100.0

Figures 4.4

PQuaCrab


Cumulative

Percent

BRIX

34 | P A G E

Valid 1.00 10 1.8 3.4 3.4

2.00 28 5.0 9.6 13.1

3.00 67 11.9 23.0 36.1

4.00 98 17.4 33.7 69.8

5.00 88 15.6 30.2 100.0

Total 291 51.7 100.0


Total 563 100.0

PQuaWeld


Cumulative

Percent

Valid 1.00 12 2.1 4.6 4.6

2.00 7 1.2 2.7 7.2

3.00 65 11.5 24.7 31.9

4.00 97 17.2 36.9 68.8

5.00 82 14.6 31.2 100.0

Total 263 46.7 100.0


Total 563 100.0

PQuaWile


Cumulative

Percent

Valid 1.00 10 1.8 5.8 5.8

2.00 13 2.3 7.6 13.4

3.00 45 8.0 26.2 39.5

4.00 56 9.9 32.6 72.1

5.00 48 8.5 27.9 100.0

Total 172 30.6 100.0


Total 563 100.0

PQuaPlow


Cumulative

Percent

Valid 1.00 10 1.8 4.6 4.6

BRIX

35 | P A G E

2.00 23 4.1 10.5 15.1

3.00 61 10.8 27.9 42.9

4.00 71 12.6 32.4 75.3

5.00 54 9.6 24.7 100.0

Total 219 38.9 100.0


Total 563 100.0

PQua16th


Cumulative

Percent

Valid 1.00 9 1.6 4.5 4.5

2.00 20 3.6 10.1 14.6

3.00 69 12.3 34.8 49.5

4.00 64 11.4 32.3 81.8

5.00 36 6.4 18.2 100.0

Total 198 35.2 100.0


Total 563 100.0

PQuaBRIX


Cumulative

Percent

Valid 1.00 11 2.0 5.0 5.0

2.00 6 1.1 2.7 7.7

3.00 45 8.0 20.5 28.2

4.00 102 18.1 46.4 74.5

5.00 56 9.9 25.5 100.0

Total 220 39.1 100.0


Total 563 100.0

BRIX

36 | P A G E

Figure 4

ImpFood


Cumulative

Percent

Valid 1.00 6 5.6 5.6 5.6

2.00 5 4.6 4.7 10.3

3.00 19 17.6 17.8 28.0

4.00 23 21.3 21.5 49.5

5.00 27 25.0 25.2 74.8

6.00 19 17.6 17.8 92.5

7.00 8 7.4 7.5 100.0

Total 107 99.1 100.0

Missing System 1 .9

Total 108 100.0

Multi-Attribute Model

Attributes Importance Brix 16th Broken

Plow Wiley Roots WeldWerks Crabtree Atmosphere 5.23 18.45 18.44 17.88 17.52 20.24 19.25 Selection 4.56 18.01 14.54 15.14 15.37 16.46 16.23 Quality 4.62 17.73 16.11 16.71 17.03 17.86 17.40 Friendliness 5.51 19.93 20.82 20.32 20.21 21.26 21.32 Knowledge 4.64 17.03 17.23 17.12 17.17 17.96 18.28 Entertainment 3.88 12.57 12.69 12.03 12.68 13.39 12.29 Location 4.63 14.73 15.98 16.22 13.02 15.15 15.94 Customer 4.45 14.64 15.30 14.77 14.53 15.70 15.30 Price 4.57 12.34 12.80 12.43 12.61 11.74 11.56 Totals 145.43 143.91 142.62 140.14 149.77 147.58

Rank 3 4 5 6 1 2

FINAL BRIX

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