restaurant top of mind research

Essential for restaurant groups, franchisee restaurant owners, and ad agencies with restaurant clients. The Restaurant Top Of Mind Video Research report is vital for those in the restaurant industry to understand the vital local AAU (awareness, attitude, and usage) market. Every month or so (9 times yearly), this randomly selected sample from all around Atlanta --aged 16-64, with important demographics balanced -- reveals in their own words - what's going on in Atlanta's Competitive Restaurant Market.

The top of mind interviewing method will elicit in addition to unaided top of mind awareness, the respondents favorite restaurant, favorite fast food restaurant and most recent restaurant experience.

Users of a restaurant will be probed to find out what was not only liked and disliked about their eating experience - but will also include that customers ideas of the service, price perceptions, convenience issues, tastes, which restaurants they are using more, or less, and other perceptions of the competitive marketplace for every food dollar. Other important issues will be touched upon such as advertising in the market related to the restaurant category and other reasons to use a particular restaurant. 

This Market Top of Mind Service is offered to the market in a non exclusive basis. Reduced cost multi month subscriptions are available.

specific restaurant brand research

For the larger restaurant chains in Atlanta, periodically, specific video research will become available on a first refusal basis to the chain the research the information is about. Usually nearly an hour in length, the tape will specifically identify (via a number of days/weeks/years count) the type of user of your restaurant that the respondent is. The perceptual differences between Heavy Users, Common Users, and what can only be called aware non triers or trier rejectors. Understanding these differences is vital to marketing strategies and understanding the restaurant brand for opportunities. Literally, a qualitative video `tracking' of your brand thru the year.

alternative to mystery shops

Amazingly, this research can even serve as a reasonable substitute for Mystery Shops -- as the questions and methodology, for recent users of a brand, will elicit many of the same types of qualitative perceptions still fresh in the customers mind -- AND EVERY EFFORT will be made to identify the actual location used (via customers/respondents in the research being asked the address or location via nearest intersection). Owners, District Managers, Operation and Service Managers and especially store managers and employees can directly benefit from these video's and actually seeing and hearing the customer perceptions (try that with mystery shopping). As is well known, great operations drives great restaurant sales -- this is a service that helps directly to that end.

availability

This type and level of service is offered first on a subscriber basis to the trageted brand which would then have exclusive use of the video information. However, if the brand refuses/does not subscribe - the video research will be available and priced for the competitive market.

It's expected that this reseach will be available to the largest chains every 60 days or so. Occasionally, research will be available with several restaurants combined.