research project for uncle yammy's
DESCRIPTION
Figured out Management IssuesDiscovered ObjectivesDid back round researchAnalyzed DataCame up with RecommendationsTRANSCRIPT
BY: MICHAEL BAILEYJUSTIN RAYMONDJONATHAN EPLER
Table of Contents
1. Background Information2. Management Issue’s3. Research Objectives4. Data Collection5. Demographics6. Basic Analysis7. Importance of Restaurant Char.8. Familiarity9. Preference10. Sources11. Recommendations12. Questions?
Background Information
Founded by Steve Johnson in February 17th 2009
Specializes in Eastern North Carolina style pulled pork barbeque and RIBS
There are currently 5 different sauces that are being sold in over 2000 grocery stores.
Recently expanded to Goldsboro, NC
MANAGEMENT ISSUE’S(GOLDSBORO)
• Unclear of what market to target for the Goldsboro Restaurant.
• Need to know what is the most effective media outlet to use.
• Customers are not choosing Uncle Yammy’s as their first choice in barbeque.
RESEARCH OBJECTIVES
•Discover the current target market for Uncle Yammy’s in the Goldsboro Location.
•Identify the most effective media outlets for Uncle Yammy’s.
•Determine ways to expand brand recognition in order to increase customer awareness.
METHOD FOR COLLECTING DATA
•Delivery: Handed out questionnaires.
•Time: Distributed surveys on Saturday (9/25), Wednesday (9/29), Friday (10/15)
• Locations: Wayne Community College Fairview Park East Gate Shopping Center
•Respondents: 44
DEMOGRAPHICS
Gender
26
18
Male
Age
18-24 25-34 35-49 50-65 65+0
2
4
6
8
10
12
14 13 1312
5
1
Race
Asian Black or African
American
Hispanic White Other0
2
4
6
8
10
12
14
16
18
4
15
2
18
5
Income
10,000-24,999
25,000-39,999
40,000-54,999
55,000-69,999
70,000-84,999
85,000-99,999
100,000+
0
2
4
6
8
10
12
14
16
4
16
10
5
7
1 1
Household Size and Education
High
Scho
ol o
r Les
s
Assoc
iate
s Deg
ree
Bache
lor's
Deg
ree
Mas
ters
Deg
ree
0
5
10
15
20
2524
5
13
2
Education Level
1 2 3 4 5 +0
2
4
6
8
10
12
14
16
6
1415
8
1
Size of Household
Basic Analysis
How often do you dine out?
Never 1-3 Times a month
Once a Week
2-3 Times a
week
4-5 Times a
week
More than 5
Times a week
0
2
4
6
8
10
12
14
16
0
7
1615
6
0
Have you ever head of Uncle Yammy’s Rib Shack?
32
12
YesNo
Please rate your familiarity with the Uncle Yammy’s Rib Shack
Uncle Yammys
Location Menu Prices Hours1
1.5
2
2.5
3
3.5
4
4.5
5
2.9 3.1
2.6 2.52.2
1. Completely UnFamiliar
5. Completely Familiar
How often would you prefer eating barbeque?
Once a Week
Once a Month
2-3 Times a month
Once a Year
2-3 Times a year
Never0
2
4
6
8
10
12
14
16
18
20
8
11
19
3
12
What is your favorite beverage with barbeque?
02468
1012141618
18
2
12
5 6
1
How much on average do you spend per person when eating at a
casual restaurant
$5 or less $5-$10 $10-$15 $15-$20 $20 or more
0
5
10
15
20
25
1
21
13
7
2
How important are the following characteristics in determining
your restaurant choice
Clean
lines
s
Conve
nien
ceCos
t
Tast
e of
Foo
d
Varie
ty
Serv
ice
11.5
22.5
33.5
44.5
5 4.5
3.6
4.4 4.6
3.7
4.7
How often do you eat out at the following types of cuisine
Southern
Italian Asian Mexican Other1
1.5
2
2.5
3
3.5
4
4.5
5
3.93
3.45
3.022.86
3.3
How often do you go to the following restaurants?
Uncle Y
amm
ys
Wilb
ers
Andy
s
McC
alls
Outba
ck
Ruby Tu
esda
ys
11.5
22.5
33.5
44.5
55.5
6
2.02 1.91 1.77 1.66 1.89 1.82
1. Never
2. Couple Times per Year
3. Few times per month
4. Once a week
5. 2-3 times per week
6. More than 3 times per week
How likely are you to choose the following cuisine when dining out?
Southern Italian Asian Mexican Other1
1.5
2
2.5
3
3.5
4
4.5
5
4.02
3.59
2.93 2.91
3.35
What type of barbeque do you prefer?
Pulled Pork Vinegar Based
Lexington Pig Picking1
1.5
2
2.5
3
3.5
4
4.5
5
3.48
2.8
1.16
1.86
When looking for new places to eat, what sources do you use?
TV Radio Newspaper Mail Friends and Family
Internet Other0
5
10
15
20
25
30
35
40
45
36
23
15
7
42
23
2
How likely do these sources influence your decision when choosing to dine out
TV
Radio
Newsp
aper
Mai
l
Frie
nds an
d Fa
mily
Inte
rnet
Other
1
1.5
2
2.5
3
3.5
4
4.5
54.36
3.523.23
2.93
4.73
3.77
2.88
Importance of Restaurant
Characteristics
Hypotheses(5)
• Cost is more important than convenience and
menu variety
Impo
ratn
ce o
f Cle
anlin
ess
Impo
rtanc
e of
Con
veni
ence
Impo
rtanc
e of
Cos
t
Impo
rtanc
e of
Foo
d Ta
ste
Impo
rtanc
e of
Men
u Var
iety
Impo
rtanc
e of
Ser
vice
Qua
lity
1
1.5
2
2.5
3
3.5
4
4.5
5
Importance of Restaurant Characteristics(Average)
Mean
Hypothesis(13)
• Cleanliness is more important to females than males
Impo
ratn
ce o
f Cle
anlin
ess
Impo
rtanc
e of
Con
veni
ence
Impo
rtanc
e of
Cos
t
Impo
rtanc
e of
Foo
d Ta
ste
Impo
rtanc
e of
Men
u Var
iety
Impo
rtanc
e of
Ser
vice
Qua
lity
1
1.5
2
2.5
3
3.5
4
4.5
5
Importance of Restaurant Characteristicsby Gender (Average)
MaleFemales
Me
an
s
Hypothesis(14)
•The older you are the more important service quality is viewed
Impo
ratn
ce o
f Cle
anlin
ess
Impo
rtanc
e of
Con
veni
ence
Impo
rtanc
e of
Cos
t
Impo
rtanc
e of
Foo
d Ta
ste
Impo
rtanc
e of
Men
u Var
iety
Impo
rtanc
e of
Ser
vice
Qua
lity
1
1.5
2
2.5
3
3.5
4
4.5
5
Importance of Restaurant Character-istics by Age
(Average)
18-3435-65+
Me
an
s
FAMILIARITY
Hypothesis(1)
•Males are more familiar with Uncle Yammy’s than females
Fam
iliarit
y of
Unc
le Y
amm
y's
Fam
iliarit
y Lo
catio
n
Fam
iliarit
y Men
u
Fam
iliarit
y Pr
ices
Fam
iliarit
y Hou
rs1
1.5
2
2.5
3
3.5
4
4.5
5
Familiarity by Gender(Average)
MaleFemale
Hypothesis(16)
•Older people are more familiar with Uncle Yammy’s than younger people.
1
1.5
2
2.5
3
3.5
4
4.5
5
Familiarity by Age(Average)
18-3435-65+
Hypothesis(15)
•People are more familiar with Uncle Yammy’s location than their hours.
Familiarity of Uncle Yammy's
Familiarity Location
Familiarity Menu
Familiarity Price
Familiarity Hours
1
1.5
2
2.5
3
3.5
4
4.5
5
Familiarity of Uncle Yammy's(Average)
Mean
Preference
Hypothesis(3)
•Households with two or more people have a greater preference for pulled pork barbeque than smaller households.
Pulled Pork Vinegar LexingtonPig Picking1
1.5
2
2.5
3
3.5
4
4.5
5
Preference of BBQ(Household Size)
1-3 People4-5 + People
Hypothesis(12)
•Lower income households will prefer pulled pork barbeque more than other barbeque types.
Pulle
d Po
rk
Vine
gar
Lexing
ton
Pig
Pick
ing
1
2
3
4
5
6
7
Preference of Barbeque(Income)
54,999 or Less55,000 +
SOURCES
Hypothesis(18)
• Younger people are more influenced by the internet when choosing to dine out
TV
Radio
Newsp
aper
Mai
l
Frie
nds an
d Fa
mily
Inte
rnet
1
1.5
2
2.5
3
3.5
4
4.5
5
Source Influence
18-3435-65+
Me
an
s
Hypothesis(20)
•Higher educated people are more influenced by the newspaper when choosing to dine out.
TV
Radio
Newsp
aper
Friend
s an
d Fa
mily
Inte
rnet
1
1.5
2
2.5
3
3.5
4
4.5
5
Source Influence Based on Education
H.S./Assoc/BachelorMasters/Doctorate
Hypothesis(7 & 8)
• Television is more likely to influence a persons decision when choosing to dine out than radio, newspaper, mail or internet
• Friends and family are more likely to influence a persons decision when choosing to dine out than television.
Tv
Radio
Newsp
aper
Mai
l
Frie
nds an
d Fa
mily
Inte
rnet
1
1.5
2
2.5
3
3.5
4
4.5
5
5.5
6
Media Influence
Mean
Recommendations
Increase female awareness Target more Caucasians and African
American’s Target people with larger households Target local community college to
increase awareness
Recommendations for Target Market
Recommendations for Media Outlets and Brand Recognition Increase concessions at college sporting
events Improve experience of Facebook Fan
page Put ads in Goldsboro News-Argus Expand product distribution(other than
sauces/spices) Little Yammy Toys
Recommendations for Media Outlets and Brand Recognition Rib eating contest at Agricultural fair Delivery service Military Community Fix Google Search Create TV Commercials
Questions?