First Impressions Restaurant Study 2008 Conducted by Ann Michaels & Associates, Ltd. www.ishopforyou.com

Ann Michaels & Associates Ann Michaels & Associates partners with companies to evaluate and analyze customer touch points that are vital to exceptional service levels, customer retention, and customer loyalty. Using a multi channel model and an evaluator base of over 130,000, Ann Michaels & Associates has assisted companies in pinpointing areas of strength and weakness, allowing for operational change and growth, improved service standards, and increased brand positioning .

Ann Michaels & Associates partners with companies to evaluate and

analyze customer touch points that are vital to exceptional service

levels, customer retention, and customer loyalty. Using a multi

channel model and an evaluator base of over 130,000, Ann Michaels

& Associates has assisted companies in pinpointing areas of strength

and weakness, allowing for operational change and growth, improved

service standards, and increased brand positioning .

Study Methodologies Ann Michaels hired mystery shoppers to conduct pre visit phone calls to casual and fast casual restaurants in four major markets in the US. These markets include Atlanta, Los Angeles, Chicago and New York. Shoppers called the restaurants using two scenarios: Calling for directions Calling for dietary menu concerns

Ann Michaels hired mystery shoppers to conduct pre visit phone

calls to casual and fast casual restaurants in four major markets in

the US. These markets include Atlanta, Los Angeles, Chicago and

New York. Shoppers called the restaurants using two scenarios:

Calling for directions

Calling for dietary menu concerns

2008 Restaurant Study How important are first impressions? You never get a second chance to make a first impression

How important are first impressions?

You never get a second chance to make a first impression

Overall Findings Statistics across all markets

Statistics across all markets

Which factors affected your impression of this restaurant/likelihood you would visit? All Markets

Was the telephone answered in three rings? All Markets

Did the employee answer the telephone by identifying both the restaurant and his/her name? All Markets

If the employee placed you on hold, how long did you wait until the employee returned to the conversation All Markets- Answer in Seconds

When providing directions, did the employee: All Markets

Based on your knowledge of the area, how accurate were the directions provided? All Markets

Was the employee knowledgeable about the menu? All Markets

Was the employee able to answer your dietary/menu question without asking other staff and/or placing you on hold? All Markets

Based on this telephone call only, please indicate your impression of this restaurant All Markets

Generic Market Analysis New York scored highest in all categories– overall score 89% Chicago scored highest in the Greeting category - 94% New York scored highest in the Knowledge and Professionalism category – 90% Chicago scored best in the overall impressions category- 91%

New York scored highest in all categories– overall score 89%

Chicago scored highest in the Greeting category - 94%

New York scored highest in the Knowledge and Professionalism category – 90%

Chicago scored best in the overall impressions category- 91%

Ann Michaels & Associates 3108 S. Route 59 Suite 124-255 Naperville, Illinois 60564 630-922-7804 www.annmichaelsltd.com