Case Studies: Restaurant

Customer Journey Research & Mapping for a National Restaurant Chain

An international Restaurant Chain was looking to extend their leadership role with their customers and develop a deeper understanding of customer journeys in order to learn:

• What are the key “moments that matter” to customers?
• Where do they occur across, and which moments matter the most?
• Where are the friction points in the journey, and how can they be resolved, addresses or minimized?
• Who in the industry is doing this well that this client could learn from?
• Understand motivation/barriers to using digital in relevant parts of the journey.
• What is the business impact of delivering a friction-free, digitally-enabled journey?
• What untapped “10X” opportunities exist for small incremental changes that can significantly impact the business, and how can they be leveraged by this client?

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Testing New Concepts for Hooters

Carl Sweat, Chief Marketing Officer at HOA Brands, wanted to gather and evaluate customer feedback on the company’s new fast casual restaurant concept called “Hoot’s Righteous Wings”(HRW), including overall impressions, specific positives/likes/dislikes, frequency of visits, etc. as well as comparisons with specific competitors on key dimensions.

An international Restaurant Chain was looking to extend their leadership role with their customers and develop a deeper understanding of customer journeys in order to learn:

Another challenge that Carl faced was that he wanted to survey customers in multiple markets nationwide, and collect all insights quickly over a short weekend, so that he could have it in time for his important board presentation.

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Test New Menu Concepts for a Casual Dining Chain

A national restaurant chain sought out Gold Research to assist with testing new menu concepts.

Specifically, the restaurant chain wanted to:

1. Test new multiple new menu concepts nationwide among customers and non-customers
2. Identify which new concept would increase the customer base overall, while maintaining positive business care
3. Segment and profile customers by their preferences and habits
4. Evaluate interest in specific concept related features
5. Understand pricing options for each tested concept

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