Primary Research Presentation December 2, 2015 Meghan Fennelly, Nicole Milstead, Toni Sichel, Catherine Troxell, Cara Vedral
Primary Research PresentationDecember 2, 2015
Meghan Fennelly, Nicole Milstead, Toni Sichel, Catherine Troxell, Cara Vedral
Today’s Presentation● Background● Primary research - methodology
○ Qualitative focus group findings○ Quantitative survey findings
● Research findings summary● Analysis and recommendations
Secondary Research Findings● Healthy food options● Menu Variety● Limited racial diversity in customers● Should expand online food services● Be more interactive on social media● Competitors serve as a threat
Reasons for Primary Research
● Dated information● Not specific enough
● What were we missing?
○ What people were truly looking for in Panera
○ What was important to people when dining
Objectives for Primary Research● Determine factors important to consumers
when dining out● Get indepth insight on consumer
thoughts/feelings on Panera Bread experiences
● Understand the reach of Panera’s current advertisements
Methodology
● To meet our research objectives, we conducted two types of primary research:○ Qualitative: Focus group
○ Quantitative: Survey
Method – Focus Group● Consisted of 9 people with the following
similar characteristics:○ Demographics: 18-24
○ Psychographic: College students
○ Product Usage: Have eaten Panera in the past 6 months
● Paley Library - 60 minutes
Method – Survey● Conducted online survey using Google
Forms● Gathered data from 25 random people
○ Who have eaten at Panera in the past six months
● Included demographic questions
Research Findings
● The five findings on the following slides were determined from our primary research using systematic analysis techniques
Respondents feel that Panera Bread is overpriced.
1
Supporting Data● More than half of survey participants responded that
in their opinion Panera is overpriced● Focus group respondents mentioned price as a
main factor
○ “It’s kind of expensive, you don’t get too much for the
price.”
○ “[I like the] creative options, [I dislike that it’s] too
expensive.”
Finding #1 – Data Support
Most of the respondents order full meals (rather than baked goods or snacks) when dining at Panera Bread 2
Supporting Data● The “Pick Two” was frequently brought up by
focus group respondents ● Most respondents bought full meals at their
last Panera experience.○ “[I got the] Pick Two, chicken noodle soup, [and]
chicken Caesar salad. [it was a] great experience”○ “...[I get the] Pick Two always”
Finding #2 – Data Support
Respondents are exposed to the most advertisements on social media or the Internet
3
Supporting Data● More than half of respondents were most
likely to see advertisements while browsing the Internet or while using social media
● “Where are you usually exposed to advertisements?”○ Twitter○ Pandora○ Spotify
Finding # 3 - Data Support
Respondents use online food delivery services
4
Supporting Data● 60% of participants stated that they use online
delivery 1-2 times a week
○ “[Ordering online is] a lot easier, I don’t like talking
on the phone”
○ “[Online delivery] allows a person to go run errands
and then swing by the place and pick up [their food]”
Finding #4 – data support
Respondents value atmosphere and enjoy Panera’s atmosphere. 5
Supporting Data● Participants stated that they enjoy Panera’s
environment● Atmosphere is largely taken into consideration when
choosing a place to dine○ “Atmosphere is super important. I have to feel comfortable in
their environment”○ “I had an interview there. All interviews in my town happened at
our local Panera.”
Finding #5 – Data Support● On average, survey respondents rated
“comfortable seating area” as the most important factor to them in choosing a fast-casual dining restaurant
● In comparison to the other options: ○ Receiving food in a timely fashion, quality of
food, menu variety and customer service.
Research Findings Summary● Overpriced● Most of the respondents order full meals● Respondents view most advertising on social
media/the Internet● Our respondents utilize online food delivery
services● Welcoming setting
Recommendations ● Based on the research, our agency
suggests the following:○ Promotional advertising
○ Social Media/Digital advertising
○ Advertise as a “third place”
Recommendation #1● Promotional advertising campaign● Free bakery item with purchase of full meal● Offering discounts● Half-price meals at certain
○ “Happy Hour”
● Expanding on popular pick-two options
Recommendation #2● Keep up the good work on social media
● Use promoted posts on social media sites
● Buy ad space for browsing the Internet
● Popular apps such as Spotify, Pandora, etc.
Recommendation #3● Marketing strategy - “third place”
● Place to go between home and work
● Creating a unique and relaxing experience and atmosphere
● Consumers strongly attracted to this
We hope you take our recommendations into consideration.
Thank you for your time!