Fast Casual Restaurant Logo Research

Transcription

1 Fst Csul Resturnt Logo Reserch 2004 Prepred by 1650 West 82 nd St, Suite 1000 Minnepol, MN Tel Fx

2 Methodology About Study About Study Strtegic Nme Development conducted th reserch Online, selecting Strtegic Nme Development conducted th reserch Online, selecting respondents rndomly from mong n SSI ntionl consumer pnel over respondents rndomly from mong n SSI ntionl consumer pnel over 1,200,000 prticipnts. smple ws blnced geogrphiclly, by gender, 1,200,000 prticipnts. smple ws blnced geogrphiclly, by gender, ge nd income. survey ws conducted in lte Jnury Logos ge nd income. survey ws conducted in lte Jnury Logos selected for study were chosen represent brod cross-section selected for study were chosen represent brod cross-section growing fst csul me resturnts nd were judged on concept criteri growing fst csul me resturnts nd were judged on concept criteri : mels purchsed t counter, food mde--order, verge ring $6 : mels purchsed t counter, food mde--order, verge ring $6 $9, more unique nd sophticted thn fst food.. $9, more unique nd sophticted thn fst food.. About Author About Author Willim Lozi founder nd president Strtegic Nme Development Willim Lozi founder nd president Strtegic Nme Development brnd nme consultncy specilizing in brnd nme development nd testing. He hs food brnd nme consultncy specilizing in brnd nme development nd testing. He hs food industry mrketing experience with Pizz Hut, Generl Foods nd Pillsbury. He my industry mrketing experience with Pizz Hut, Generl Foods nd Pillsbury. He my reched t bill@nmedevelopment.com, or reched t bill@nmedevelopment.com, or Pge 2

3 Methodology All s tested were rotted void position b Number loctions Number sttes Sles $249 million $7 million $136 million $84 million n/ Pge 3

4 Methodology following following description description Fst Fst Csul Csul resturnts resturnts ws ws used used All All five five s s you you re re reviewing reviewing re re for for Fst Fst Csul Csul resturnts. resturnts. Fst Fst Csul Csul resturnts resturnts re re usully usully defined defined s s Mels Mels re re purchsed purchsed t t counter counter Food Food mde--order mde--order verge verge tl tl mel mel price price rnges rnges from from $6 $6 $9 $9 Food Food unique unique nd nd more more sophticted sophticted thn thn Fst Fst Food Food Pge 4

5 Objective To To gin gin consumer consumer feedbck feedbck nd nd insight insight on on five five Fst Fst Csul Csul resturnt resturnt s s in in terms terms Idel Idel chrctertics chrctertics prile prile Fst Fst Csul Csul Logo Logo ttribute ttribute ssocition ssocition Logo Logo motivting motivting consumer consumer wnt wnt et et t t tht tht resturnt resturnt Pge 5

6 Findings - Intrinsic / Ltent Associtions When sked wht first cme mind, fter viewing Fst Csul s, Fst Csul cusmers undersod Bkery resturnt, but y were completely unsure bout Brizz nd Cosi resturnts Mexicn food, fresh Mexicn food Fresh ingredients, emphs on fresh Slds, lettuce, sld br Cliforni, food from Cliforni Vegetbles nd produce Jmicn food Itlin, Itlin resturnt Red letters Hrd red Upscle, forml, stuffy Jzz music Adult contemporry tmosphere Undtinguhble bckground Pizz resturnt Fresh Breds, bgels nd cfee Bker - ft nd big, cute Fttening plce et Smell fresh bked bred Sndwiches Rel chefs nd bkers Unsure wht it ws for Would not hve known it ws resturnt unless ld so Ethnic - Mexicn, Itlin, Ntive Americn nd Spnh Sun nd moon Cosi Museum, Cosi Science Center Simple, modern trendy Expensive Sourn Cliforni Br or pub Drinking, Beer bellies Pigs Old-fshioned food, comfort food Lrge portions, lots food Big sndwiches Fttening food, will get potbelly from eting re Potbelly sves Pge 6

7 Findings - Idel Logo Chrctertics Prile Bj Bj Fresh Fresh hd hd highest highest scores scores on on two two chrctertics chrctertics Esiest Esiest red red Simple Simple design design However, However, Bj Bj Fresh Fresh not not very very dtinctive dtinctive Bkery Bkery,, when when considering considering ll ll chrctertics, chrctertics, edged edged out out or or s s Cosi Cosi ws ws very very good good performer performer It It ws ws comprble comprble Bkery Bkery,, but but lower lower on on fit fit concept concept It It ws ws lso lso reltively reltively Esy Esy red red Simple in design Simple in design Pge 7

8 Findings - Idel Logo Chrctertics Prile Dtinctive Esy Red Simple Fits ( concept) Completely Percent respondents greeing = 0% - 25% = 26% - 50% = 51% - 75% = 76% - 100% Pge 8

9 Findings - Idel Logo Chrctertics Prile Brizz Brizz nd nd Cosi Cosi s s my my convey convey o o much much clss clss for for Fst Fst Csul Csul mrket mrket Both Both re re seen seen s s expensive expensive nd nd sophticted sophticted Additionlly, Additionlly, neir neir conveys conveys comfortble comfortble plce plce et et Respondents Respondents reported reported feeling feeling most most comfortble comfortble when when viewing viewing Bkery s Bkery s,, which which constent constent with with Fst Fst Csul Csul resturnt resturnt Pge 9

10 Findings - Idel Logo Chrctertics Prile Expensive Sophticted Contemporry Comfortble Msculine Percent respondents greeing = 0% - 25% = 26% - 50% = 51% - 75% = 76% - 100% Pge 10

11 Findings - Fst Csul Resturnt Attributes Eight Eight ttributes, ttributes, in in prt, prt, help help define define consumers consumers perception perception Fst Fst Csul Csul resturnt resturnt Bkery Bkery does does best best nd nd most most constent constent job job perceived perceived delivery delivery se se ttributes ttributes Consumers Consumers re re confident confident tking tking ir ir fmily fmily or or dining dining with with co-worker co-worker t t Bkery Bkery Bkery Bkery evokes evokes good good feelings feelings Fst Fst Csul Csul resturnt resturnt ptrons ptrons cn cn trust trust Bkery Bkery provide provide good good food food Finlly, Finlly, big big plus, plus, resturnt resturnt seen seen s s locl locl with with nme nme most most likely likely reinforcing reinforcing th th perception perception In In ddition, ddition, significntly significntly more more respondents respondents reported reported tht tht Bkery Bkery did did best best job job enticing enticing m m dine dine re re Pge 11

12 Findings - Fst Csul Resturnt Attributes Bj Bj Fresh Fresh does does next next best best job job creting creting perception perception desirble desirble Fst Fst Csul Csul resturnt resturnt It It prticulrly prticulrly strong strong on on conveying conveying helthy helthy food food - n - n exmple exmple interreltionship interreltionship between between resturnt resturnt nme nme nd nd Bj Bj Fresh Fresh conveys conveys plce plce go go with with coworker, coworker, rr rr thn thn fmily fmily lso lso conveys conveys good good tsting tsting food, food, gin gin nme nme likely likely key key fcr fcr in in th th perception perception remining remining Fst Fst Csul Csul s s hve hve ttribute ttribute perceptions perceptions somewht somewht similr similr ech ech or, or, but but less less constent constent thn thn Bkery Bkery nd nd Bj Bj Fresh Fresh Pge 12

13 Findings - Fst Csul Resturnt Attributes I would like go th resturnt with my fmily 46% 31% 65% 32% 58% I would like go th resturnt with my co-worker I get good feeling thinking bout th resturnt Th resturnt I cn trust I hve strong interest in lerning more bout th resturnt Th resturnt fers helthy food 55% 31% 66% 39% 49% 43% 21% 75% 25% 47% 46% 21% 69% 24% 39% 34% 37% 57% 44% 53% 82% 21% 30% 29% 14% Th resturnt hs good tsting food I feel like th locl resturnt 55% 32% 72% 32% 55% 22% 19% 71% 21% 46% Pge 13

14 Findings - Logo Mkes You Wnt Et t Resturnt Plese rnk following s 1 through 5, in order tht mkes you most wnt et t resturnt, where 1 = resturnt you would most likely et t, nd 5 = resturnt tht you re lest likely et t. - Percent Rnking First - 35% 33% 30% 25% 20% 18% 19% 21% 15% 10% 9% 5% 0% Potbelly Cosi Bj Fresh Brizz Bkery = Significntly higher thn ll or percentges Pge 14

15 Findings - Mel Occsion In generl, consumers knew which mel occsion ech Fst Csul resturnts cters Bkery where mjority (86%) would go for brekfst; but mny (78%) would lso return for lunch Both Potbelly nd Bj Fresh hve cptured lunch crowd with over 85% sying y would purchse ir mid-dy mel re Cosi nd Brizz, both fer n upscle tble service in evening, nd were pegged s plces hve dinner Four out five resturnts tested fer similr menus sndwiches, soups nd slds, but Less thn hlf felt tht y would purchse lunch t Cosi or Brizz Only third respondents indicted tht Bkery would serve s n dequte dinner venue Pge 15

16 Findings - Mel Occsion Select which mels you would be most likely purchse from ech following resturnts (Select ll tht pply) 100% 90% 89% 86% 86% 80% 78% 70% 69% 60% 61% 63% 50% 53% 47% Brekfst Lunch Dinner 40% 37% 30% 31% 20% 10% 11% 11% 13% 0% 1% Pge 16

17 Findings - Expected Menu Offerings Both design nd nme influenced respondents opinions on wht ech Fst Csul resturnt would feture on its menu More thn hlf respondents ssumed tht Bj Fresh nd two coined nmes, Brizz nd Cosi, fered ethnic foods In mny cses respondents felt tht s nd/or nmes did not reflect ctul menu fering Consumers didn t think tht eir Cosi or Brizz fered sndwiches When it comes hot entrees or slds, re dconnect between consumers expecttions nd, wht Bkery s delivers Respondents did not presume tht Bkery s menu extended beyond usul soups, sndwiches nd bked goods Pge 17

18 Findings - Expected Menu Offerings Select which types food you think would be fered t ech resturnt (Select ll tht pply) Bkery Goods Desserts Ethnic Foods Hot Entrees Slds Sndwiches Soups 0% - 25% 26% - 50% 51% - 75% 76% - 100% Pge 18

19 Conclusions Fst Fst Csul Csul resturnt resturnt s s should should be be Esy Esy red red Simply Simply designed designed more more stylized stylized,, in in conjunction conjunction with with neologm neologm (coined) (coined) nme, nme, less less Fst Fst Csul Csul cusmer cusmer understnds understnds bout bout resturnt resturnt Yet Yet esy esy red red nd nd simply simply designed designed s s should should not not come come t t expense expense Being Being dtinctive dtinctive Conveying Conveying essence essence Fst Fst Csul Csul concept concept Pge 19

20 Conclusions Bkery Bkery nd nd nme nme does does best best nd nd most most constent constent job job delivering delivering on on most most importnt importnt Fst Fst Csul Csul ttributes ttributes Evokes Evokes good good feelings feelings A A trusted trusted plce plce for for good good food food Consumers Consumers re re confident confident tking tking ir ir fmily fmily or or dining dining with with co-worker co-worker t t Bkery Bkery Finlly, Finlly, big big plus, plus, it s it s perceived perceived s s locl locl And And Bkery Bkery nd nd nme nme best best t t motivting motivting cusmers cusmers wnt wnt dine dine re re Pge 20

21 Conclusions A A resturnt resturnt nme nme foundtion foundtion for for its its.. design design should should enhnce enhnce nd nd reinforce reinforce nme nme min min dvntge dvntge neologm neologm (coined) (coined) resturnt resturnt nme, nme, tht tht its its mening mening cn cn be be defined defined over over time time - As - As resturnt resturnt menu menu expnds expnds nd nd evolves, evolves, originl originl nme nme still still works works min min ddvntge ddvntge neologm neologm (coined) (coined) resturnt resturnt nme, nme, tht tht it it tkes tkes more more money money nd nd time time estblh estblh min min dvntge dvntge descriptive descriptive resturnt resturnt nme, nme, tht tht it it more more quickly quickly conveys conveys resturnt resturnt fering fering min min ddvntge ddvntge descriptive descriptive resturnt resturnt nme, nme, tht tht it it my my no no longer longer fit fit s s resturnt resturnt evolves evolves nd nd weker weker trdemrk trdemrk Pge 21

22 Appendix Pge 22

23 Demogrphics Which ctegory best describes your ge? 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Bse: % 17% 15% 14% 13% 12% 11% Pge 23

24 Demogrphics Which se best describes you? Bse: % 40% 39% 35% 30% 28% 25% 20% 15% 10% 5% 0% 2% Single with children over 18 6% Mrried with children over 18 10% Single with children under 18 14% Mrried with no children under 18 Single with no children under 18 Mrried with children under 18 1% Prefer not nswer Pge 24

25 Demogrphics Wht lst level school you hve hd opportunity complete? 50% 40% 39% 43% Bse: % 20% 10% 6% 11% 0% 1% Some High School High School Grdute Some College College Grdute Post Grdute Pge 25

26 Demogrphics Which following groups best describes your ethnic bckground? White/Cucsin 80% Hpnic/Ltino 7% Or 5% Bse: 150 Africn Americn 4% Prefer Not To Answer 3% Asin 1% 0% 20% 40% 60% 80% 100% Pge 26