Restaurant Trade Area Research

And, this first review is not too positive with grades from C+ to F for each of the first standard sandwich offerings. Seems the reviewer had very salt sensitive buds (as it seems anyone ready to write a negative food impression has to have) and hated the mouth favorite, a `Steak-Um’s’ similar choice. Interestingly, the reviewer tried NONE of the sandwiches custom made - (strange as wouldn’t nearly all of those that walk in custom make these?). http://www.slashfood.com/2010/04/05/subway-breakfast-sandwiches-reviewed/?

Seems Burgerville is having strong success with various online strategies - worth a browse here - http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=124407

Here’s a pretty deep thought and science experiment as to what happens when folks view a Fast Food Sign - Simply the logo. Seems it makes them read faster, seeks ways to save time and other effects. Really shows how deep our impressions can be and affect behaviour. http://www.parentcentral.ca/parent/healthzone/mindmood/article/786836–how-a-fast-food-sign-changes-your-day

In this era of the new normal - where your restaurant brand in staking out a price point or points — comes this NEW level of price positioning - Denny’s has gone to promoting FOUR price value points http://restaurantnews.com/dennys-redefines-the-value-menu/ - see the full offerings at 2,4,6,and 8 dollars here.

KFC is about to introduce a new SUPER sandwich sure to raise the eyebrows of many - great picture of this TWO patty sandwich with NO bun. http://www.cnbc.com/id/36191290 I wonder what the demos on this sandwich would be? (Who Eats What menu research is always very interesting - something that YOU can do at your restaurant too via my services as part of the MarketView.)

Find out more about the MarketView here - www.squidoo.com/tradeareasurveys — I also have some current restaurant links at that site too.

When I do my `MarketView’ within markets, at multiple units simultaneously, one of the more interesting `facts’ that emerges from the research is the `party size of the transaction’. Frequently at one restaurant you might find a `low’ figure such as 1.61 customers per transaction and for others you might find that the figure might be 1.9 or even 2.1 customers per transaction.

Obviously, this shows the potential for `focused marketing’ at the unit with fewer customers. THOSE are the restaurants that the special `two sandwich coupons’ (two sandwiches/two fries for a bargain price) should be distributed to the customer base — preferably ONLY to folks that are coming by themselves. This is the idea of targeted marketing dollars.

Those are the customers we want to have bringing in their co-worker next time — or buying for them at the drive-thru. And, it is this type of information that becomes available when one does total full market research at every unit. It is also one of the easiest ways to increase store sales - and NOT to waste marketing efforts at stores with less potential to increase party size.

Want to know more about my MarketView? — then please go to my Trade Area Website at www.squidoo.com/tradeareasurveys.

Today’s Restaurant Links

“McDonald’s Could Sniff Out New Ground With Yappy Meals”

http://adage.com/columns/article?article_id=130402  Yes, the article is referring to having `pet meals’ and the possible market niche. And, as a person who has literally seen folks ONLY reason for stopping was to get rover a bite (at a drive-thru) the idea is not stupid at all and could influence some purchases.  Are you creating goodwill? Three minute fun article.

`VALUES Meal’

http://www.newsreview.com/chico/Content?oid=746582 More and more articles are talking of gaining customers by GOING LOCAL with suppliers of products and understanding that some folks KNOW the value of `going green’. Interesting article about how these chains gain advantage by doing so.

“It’s Still NOT ok To Idle”

http://telegraphjournal.canadaeast.com/magazine/article/395758 Evidently, Canada has pulled the idea of turning off engines on idles over 10 seconds and the fast food industry may be the culprit. Interesting read.

“In Car Microwave”

http://www.geek.com/in-car-microwave-lets-you-create-hot-meals-on-the-road-20080813/    The next competitor? Naw.

“Burger King Worker Cleans Up In Kitchen Sink”

http://blogs.usatoday.com/ondeadline/2008/08/burger-king-fir.html And the video made the internet. Yes, he was fired. You have to see this picture.

“Togo’s Cut’s Building Costs”

http://www.nrn.com/breakingNews.aspx?id=357868 By 30% — Find out how.