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Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
Paying attention
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Paying attention

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  • 1. Paying attention ThemeI have observed six different restaurants. Here are my observations and insights:Nello’sObservationsBefore I entered the store: • Does the restaurant draw you in? If so, how? o Not much the door and sign seemed a little old, but matches the restaurant theme. It’s marketing is driven by recommendations and not by visual appeal. • Is the door open or closed? o The door was closed • How does this make you feel? o Made me feel in doubt if the restaurant was opened. If a waiter hadn’t opened it right after I tried to open it, Ï would have left and gone somewhere else. I guess they do that for safety reasons, because I went there at night and the street is kind of isolated. • How big is the sign lettering and in what font? o It’s big enough to notice across the street. The font is like this: Nello’s • What does it tell you about the restaurant? o The sign seems to match the place, because the handwriting style makes it more personal, customized, home made, not industrialized.Environment: • What is the color scheme of the store? How does this affect you? o The predominant color is yellow, but there are lots of posters of ancient italian movies, an Italian flag, a flag of the Rome soccer team, sculptures, paintings, mirros, writings and drawings that reminds us of Italy. That’s because the restaurant was founded and is still owned by Nello, a famous Italian actor that came to Brazil to retire and opened a restaurant, with the purpose to sell italian food that seems home made.
  • 2. • How high is the ceiling? How does this feel? o The ceiling is higher than most places, but it doesn’t seem that way because the lights are very low. This increases the atmosphere of intimacy, which is great.• How brightly lit is the restaurant? How does this affect you? o It is poorly lighted, but this creates a climate of romance, which was good, because it was my fifth dating anniversary
  • 3. • How loud is the environment? o It was quite low, but probably because we went a little late at night and there where few customers. But we were able to listen to the other customers’ conversation.• What is causing the noise? o Mostly chating, but it wasn’t loud, as I’ve said• Is there music playing? If so, does it fit the environment? o No. This was good, because we were able to talk and listen each other properly• Is the store warm or cold? o The store was colder then the outside, which was great because it was a really hot night. The temperature was ideal.• Is the restaurant crowed with merchandise or is it sparse? o It’s crowed with Italian items, as I’ve said
  • 4. • Does the restaurant have a distinctive smell? o Not in particular. • Where is the cash register located o It’s located near the entrance, but the waiter brings the bill to the table, the customers don’t generaly interact with the cash register • How visible is the restaurant security? o Invisible • How long do you want to stay in this restaurant? o Two hours • Does the environment influence the perceived value of the merchandise? o Yes, the environment causes a great impressionPersonnel • How long does it take before a waiter initiates contact? o The waiter came imediately • Does the waiter have a script to follow with each customer? o Not in particular, but the speech doesn’t vary much, because the service have only a few possibilities of interaction (what would you like to order, do you want a beverage…)
  • 5. • Does the waiter treat different customers differently? o No, pretty much the same • What is the ratio of waiters to customers? o One waiter to 8 customers on average • What age and gender are the employees? o All male and middle aged (30-40 years) • Do the waiters have a uniform? o Yes, they have to use a white shirt, red tie and a black vest. Very Italian. • Do the waiters match the stores image? o Yes, totally, I feel a little in Italy, they give another touch of sofistication to the place, you feel well served, the waiters are very polite.Products • What is the first product you notice? o The dishes (were clean) • Is there a central display table with featured products? o No, you don’t see the food until It is brought to the table by the waiter.
  • 6. • How are the products arranged? o The meat is placed in a single plate and there are other auxiliar recipients for sald and rice. The presentation of the food was very pleasant, the salad seemed fresch, colorful and well organized. • Are there free samples or demonstrations? o No • What products are at eye level? o None • What items in the store are in the least accessible locations? o Alchoolic drinks • Where are the most and least expensive products located? o Least expensive: bottle of water o Most expensive: imported drinks • Are the impulse items near the cash register? o No, because it’s the kind of restaurant that the waiter brings the bill to the tableCustomers • Are most customers alone or with someone else? What is the relationship? o With someone else, mostly relatives, friends or dates • What is the average age and gender of the customers? o 30-50 – male and female, equally • When a customer enters the restaurant, do they tend to walk in the same path or direction? o The waiter leads the customers to the most appropriate table considering the number of people • How long do customers stay in the restaurant, on average? o Two hours
  • 7. • What do customers purchase in the restaurant (meals, desserts, beverage)? o Generally an entrance, main dish, beverage and dessertINSIGHTS • The story of the place is written in the menu, and the whole environment have elements that are referenced in the story and the Italian roots of the founder, which made this restaurant very special and unique.DesfruttiObservationsBefore I entered the restaurant: • Does the store draw you in? If so, how? o Yes, the entrance is very beautiful (see the picture) and there is a banner and a nice menu in the sidewalk to atract the customers
  • 8. • Is the door open or closed? o The door is always opened• How does this make you feel? o Welcome• How big is the sign lettering and in what font? o It’s not very big (see picture)• What does it tell you about the restaurant? o I tells me that it is directed to women and probably offer healthy and natural food. But the weird thing is that the public is very diverse (a lot of guys also go there)
  • 9. Environment: • What is the color scheme of the store? How does this affect you? o The walls are yellow but the place is very colorful because of photographs of fruits and juices. The area where the natural juices are made is visible by the customers, so you can see the fruits and colorful juices too. It’s very plesant, makes us feel happier and more energetic to face the rest of the day.
  • 10. • How high is the ceiling? How does this feel? o The ceiling is high, this makes me feel that the place is very big and comfortable, with enough space to all customers.• How brightly lit is the store? How does this affect you? o It’s very very bright, because it uses natural lighting. Makes me feel upbeat, optimistic.• How loud is the environment? o It’s very loud• What is causing the noise? o Chating – the accustics of the place weren’t the best…• Is there music playing? If so, does it fit the environment? o No• Is the restaurant warm or cold? o It’s cool, because of the air conditioning (it was a very hot day, the temperature was great)• Is the restaurant crowed with merchandise or is it sparse? o The visual elements are sparse, pleasant to the eyes• Does the restaurant have a distinctive smell? o Fresh fruit
  • 11. • Where is the cash register located o Next to the place where they make the juices, away from the entrance • How visible is the restaurant security? o invisible • How long do you want to stay in this restaurant? o 45 minutes • Does the environment influence the perceived value of the merchandise? o Influences tremendously, the place seems refined, clean, bright, “spaceful”, healthyPersonnel • How long does it take before a waiter initiates contact? o It takes too long, sometimes more than ten minutes. The service is the place’s weakest point. • Does the waiter have a script to follow with each customer? o Not in particular, but the speech doesn’t vary much, because the service have only a few possibilities of interaction (what would you like to order, do you want a beverage…) • Does the waiter treat different customers differently? o No • What is the ratio of waiters to customers? o One waiter to 10 customers I guess • What age and gender are the employees? o It’s 50%-50% between males and females, ages from 20 to 30 • Do the waiters have a uniform? o yes • Do the waiters match the stores image? o Yes, clean, young, with colorful clothesProducts • What is the first product you notice? o The wraps, because of the banner in the entrance • Is there a central display table with featured products? o No, but the fruits are strategicaly displayed for the customers to see • How are the products arranged? o The food is beautifully arranged on the plate, with some herbs decorating it, very nice and clean, the food always seem fresh and delicious • Are there free samples or demonstrations? o no • What products are at eye level? o Juices (are prepared and then placed on the counter, so that customers can see them) • What items in the store are in the least accessible locations?
  • 12. o N/A • Where are the most and least expensive products located? o Least expensive: bottle of water o Most expensive: dishes with grilled noble beef • Are the impulse items near the cash register? o No, Desfrutti doesn’t sell junk food or soda, because of it’s purpose to serve only healthy food and encourage a healthy and balanced nutrition. That’s why they don’t sell chocolate or candy near the register.Customers • Are most customers alone or with someone else? What is the relationship? o Generally with someone else, mostly co-workers (it’s near lots of commercial buildings) • What is the average age and gender of the customers? o 25-40 years old, 50-50 male and female • When a customer enters the store, do they tend to walk in the same path or direction? o Yes, normally go straight ahead and a hostess show the way to the most proper table • How long do customers stay in the restaurant, on average? o 1 hour • What do customers purchase in the restaurant (meals, desserts, beverage)? o Normally a dish with wraps, crepes, natural sandwiches or grilled meat with salad and a juice. The place is very famous because of its differenct juices, including therapeutic ones, with surprising mixtures between several Brazilian fruits, honey, coconut water, and other stuff (their names references the part of the body or disease the juice helps to treat -> anti-flu, anti-stress, anti-depression, skin, etc)
  • 13. Insights • The place could be perfect: great environment, great food, great lighting and temperature. But it’s not, mostly because of the bad operations management of the service: o It takes too long to be attended o The employees are not well devided by zones - even though you tend sit in the same place, you are rarely served by the same waiter. If it was the same waiter, probably he would remember the pattern of your orders, and execute the service more efficiently and with less mistakes o The functions are not very clear. Some employers wear black clothes and others orange clothes, but the function of each one is not clear to the customer (you don’t know exactly who is supposed to take the orders, who only takes the plates of, or who is just a hostess. You see a whole lot of employees, but you are not sure who you are supposed to call) o The process has a useless repetition: the waiter takes the order in paper and then has to enter a code in a terminal with an information system (there are only two terminals in the entire restaurant) and place the order there. Why not use palm tops and do the process just once? o Because the waiter has to register the same information twice, many times he tries to remember the order by heart to translate to the system. But by the time I stood there 3 orders where wrong, and they had to replace them, probably there are many mistakes in this process because the memory of the waiter is not very good, and there are a lot of simultaneous orders. o As we can see the juice production and delivery system, I noticed that there is no policy of First in First Out, some juices that were made after others, were delivered first.
  • 14. Coffee BreakObservationsBefore I entered the restaurant: • Does the restaurant draw you in? If so, how? o Yes, they decorate the restaurant according to the closest holliday and put their marvelous cakes for everyone to see from the street. • Is the door open or closed? o Open • How does this make you feel? o The whole place feels like a home, not a restaurant, specially because it actually was a residential house before it turned into a restaurant, but also because of other factors that I’ll comment later.
  • 15. • How big is the sign lettering and in what font? o The sign is medium, the font above • What does it tell you about the restaurant? o It tells me that it’s not a fancy place, but it’s cozy, friendly and simpleEnvironment: • What is the color scheme of the restaurant? How does this affect you? o The color of the walls are yellow (now I realize that practically all the restaurants I went to have the same predominant color!) and there are colorful pieces of decoration (such as those flowers in the picture below). These things all sugest that the main target is female!
  • 16. • How high is the ceiling? How does this feel? o It’s low, just like at your house. Feels like home!• How brightly lit is the store? How does this affect you? o It’s as bright as a home• How loud is the environment? o It’s very loud• What is causing the noise? o Chating: lots of women!• Is there music playing? If so, does it fit the environment? o Yes, popular Brazilian music, the ones that middle aged women enjoy a lot! That’s why it fits the environment. There is also a TV always tuned in a news channel (in other places where the target is male, normally they leave it in the sports channel , that basically talks about soccer, the greatest passion of our country!).• Is the store warm or cold? o Normally warm, but they have air conditioning system• Is the restaurant crowed with merchandise or is it sparse? o No, just some folders made with a home printer advertising diferent sorts of juices and desserts
  • 17. • Does the restaurant have a distinctive smell? o Yes, smells like your mama’s home when you arrive on lunch time! Home made food! • Where is the cash register located o Near the entrance • How visible is the restaurant security? o The place doesn’t seem to be very worried about it • How long do you want to stay in this restaurant? o 45 minutes-1 hour • Does the environment influence the perceived value of the merchandise? o Yes! As I’ve said, feels like home. They determine the target very well and satisfies them even though they don’t have much space available!Personnel • How long does it take before a waiter initiates contact? o 2-3 minutes, at most • Does the waiter have a script to follow with each customer?
  • 18. o Normally people tend to go more than once a week there, because it’s near the office, and also they tend to sit in the same areas. The waitresses always serve the same zones. So you are likely to not even have to order, because the waitress knows the pattern of your orders. She just confirms with you. • Does the waiter treat different customers differently? o Yes, because of the reason above, the service seems very personalized • What is the ratio of waiters to customers? o One waiter to 12 customers • What age and gender are the employees? o Almost all female, 20-30 • Do the waiters have a uniform? o Yes, they have: orange T-shirts and an apron • Do the waiters match the restaurant image? o Yes, very muchProducts • What is the first product you notice?
  • 19. o The marvelous cakes and confectionery they display by the entrance • Is there a central display table with featured products? o There is a display for the cakes and snacks • How are the products arranged? o Side by side, behind a glass • Are there free samples or demonstrations? o No, unfortunately – that would be a good idea, because the cakes are delicious. If people were more attracted to them with free samples the sales would surely go up. And these sorts of products have extremely high margins, much bigger than regular meals. • What products are at eye level? o Candy and junk food! Oh my God, my diet… • What items in the store are in the least accessible locations? o Popsicle! There is a problem in this restaurant: you have to order the popsicle to the cash register lady, she asks an employee to go get the flavor you want and then you get access to this impulse product. They don’t have much space, that’s their weakest point. • Where are the most and least expensive products located? o Most expensive are a la carte meals with noble meat, and least expensive are candies by the cash register • Are the impulse items near the cash register? o Yes! Lots! They are good at this, women love to have a sweet taste in the mouth after lunch!Customers • Are most customers alone or with someone else? What is the relationship? o With someone else – mostly co-workers • What is the average age and gender of the customers? o Women, from 25-45 years • When a customer enters the store, do they tend to walk in the same path or direction? o Yes, there are two floors, people tend to create habits and go to the same floor • How long do customers stay in the restaurant, on average? o 1 hour • What do customers purchase in the restaurant (meals, desserts, beverage)? o Meals of the day, juices, mostly, and coffee. Sometimes the marvelous cakes and desserts.
  • 20. InsightsAlthough they have several phisical space constraints, the owners of the restaurant manages to deliver ahigh quality service. Because of the waitress system, you feel individualized and well served. The food isalways hot and tastes like your mom’s food, which will always be the best one in the world. Theelaborated decoration of the holliday shows that they care about the place. In comparison with theprevious restaurant, which is much more resourceful, this place does a far better job in serving theclients. The payment system, for instance is much simpler, with paper based commands, and they rarelymake mistakes.MondegoBefore I entered the restaurant: • Does the restaurant draw you in? If so, how? o Not so much, they try to advertise the food and low prices in a black board, but it’s not very appealing. • Is the door open or closed? o Wide open • How does this make you feel?
  • 21. o That the access was easy, everyone can go there • How big is the sign lettering and in what font? o It was big, but it’s not very visible because there were obstacles preventing you to see it entirely. The font was like the photo below: • What does it tell you about the restaurant? o It tells me that the brand is not the most important part of the business in this caseEnvironment: • What is the color scheme of the store? How does this affect you? o The place is yellow, as the previous examples. I wonder why is that? Does it make people hungry? This place is more monochromatic than the other ones. Seems simple, and less expensive. • How high is the ceiling? How does this feel? o It’s very high, because it’s a two-floor house adapted to became a bakery-restaurant • How brightly lit is the store? How does this affect you?
  • 22. o It’s very bright, mostly with artificial lighting. But it doesn’t feel so clean and upbeat as the previous places.• How loud is the environment? o Reasonably loud.• What is causing the noise? o The majority is male, they don’t tend to talk as much as women. The main source of noise are the TVs, normally tuned in the sports channel. But I think they should adopt closed caption, because you can’t always listen to the TV.• Is there music playing? If so, does it fit the environment? o No, so that we can hear soccer news more clear• Is the store warm or cold? o Normally too hot, specially on the second floor. They have a ceiling that absorbs too much heat, the place feels like a greenhouse• Is the restaurant crowed with merchandise or is it sparse? o Just for popsicle, the question is not applicable• Does the restaurant have a distinctive smell? o Sometimes it smells like cleaning products, which is not very pleasant• Where is the cash register located o By the entrance
  • 23. • How visible is the restaurant security?` o Not visible • How long do you want to stay in this restaurant? o 30 minutes, tops • Does the environment influence the perceived value of the merchandise? o Well seems to be a much simpler place than the previous ones, focused on men searching for lots of food and really low prices. In that sense the environment is adequate.Personnel • How long does it take before a waiter initiates contact? o 2-5 minutes • Does the waiter have a script to follow with each customer? o Yes • Does the waiter treat different customers differently? o Generally no • What is the ratio of waiters to customers? o One to 10 customers
  • 24. • What age and gender are the employees? o Varies very much: middle aged women, young and middle aged men • Do the waiters have a uniform? o Yes, a red one with an apron • Do the waiters match the restaurant image? o Yés, in the sense they are not sofisticately dressed, enhancing the feeling of cost-benefit of the mealProducts • What is the first product you notice? o Normally I notice the popsicle freezer • Is there a central display table with featured products? o Yes. This kind of restaurant is what we call self service. They are very popular in Brazil, they display a wide variety of food, ranging from salad to carbs and meats, to attend all possible tastes. The customer serves himself with the amount of food wanted and pays according to the weight of the plate. • How are the products arranged? o It’s like the meals in school: each item in a division, side by side. It seems a little gross, in fact, that’s why I don’t normally go to such restaurants! • Are there free samples or demonstrations? o No • What products are at eye level? o Bakery stuff: cakes, cookies, bread, snacks, candy • What items in the store are in the least accessible locations? o Nothing in particular • Where are the most and least expensive products located? o N/A • Are the impulse items near the cash register? o yesCustomers • Are most customers alone or with someone else? What is the relationship? o With someone else – coworkers. People tend to eat almost every day with the same people • What is the average age and gender of the customers? o Male, 25-35 years old • When a customer enters the store, do they tend to walk in the same path or direction? o Yes, towards the food of the self service system • How long do customers stay in the restaurant, on average? o 30-45 minutes
  • 25. • What do customers purchase in the restaurant (meals, desserts, beverage)? o Normally self service and some beverage. And impulse products by the cash register.InsightsIt would be a good idea to change the material of the ceiling of the second floor, for the place to becolder and more comfortable. Or more powerful air conditioning system.Tempero SuaveBefore I entered the store: • Does the store draw you in? If so, how? o Yes, they have recently reformed the front and it’s beautiful, with wooden details and bushes that leave the impression of higher quality
  • 26. • Is the door open or closed? o Always open • How does this make you feel? o That I can easely access the place, and I’m welcome • How big is the sign lettering and in what font? o Not very big, but it’s writen in a glass, enhancing the sense of sofistication • What does it tell you about the restaurant? o From the outside, it seems like a fancier restaurant than the previous onesEnvironment: • What is the color scheme of the store? How does this affect you? o Guess what: yellow walls! • How high is the ceiling? How does this feel? o Higher than a house, makes me feel • How brightly lit is the store? How does this affect you? o It’s bright because of the natural lighting from the street and the food area is also well lighted. Makes me feel safe about the products, because I can see them clearly.
  • 27. • How loud is the environment? o Not very loud, the high ceiling improves the accoustics of the place • What is causing the noise? o Chatting and TVs • Is there music playing? If so, does it fit the environment? o No, but they turn on the TV on the sports channel. An interesting thing is that all restaurants tune in the same soccer TV show (Jogo Aberto). That’s a nice competitive advantage of the TV show, that creates barriers to entries, because now if the restaurant tune in other channels, they may lose customers. • Is the store warm or cold? o Not particularly warm or cold. There is also conditioning system. • Is the restaurant crowed with merchandise or is it sparse? o It’s crowed with people! • Does the restaurant have a distinctive smell? o Yes, smell of the food they serve • Where is the cash register located o Near the door • How visible is the restaurant security? o Not visible • How long do you want to stay in this restaurant? o 30-45 minutes • Does the environment influence the perceived value of the merchandise? o Yes, you tend to think they can delivery food with much more quality than they actually serve…Personnel • How long does it take before a waiter initiates contact? o It takes 2-5 minutes for the waiter to notice you. As the restaurant is also in the self service system, the only interaction with waiters is to get beverage • Does the waiter have a script to follow with each customer? o No • Does the waiter treat different customers differently? o No • What is the ratio of waiters to customers? o 1 to 20 • What age and gender are the employees? o Male 25-30 years • Do the waiters have a uniform? o Yes • Do the waiters match the stores image? o yes
  • 28. Products • What is the first product you notice? o Salad: a whole variety of salad, very colorful and fresh • Is there a central display table with featured products? o Yes, as the image below • How are the products arranged? o In plates, each one with one type of food for you to serve yourself. It feels less like you are in a refectory compared to the previous restaurant analysed. • Are there free samples or demonstrations? o no • What products are at eye level? o All the available food • What items in the store are in the least accessible locations? o Pospicles: they are there in the back, behind the cupboard in the photo above • Where are the most and least expensive products located?
  • 29. o N/a • Are the impulse items near the cash register? o Yes, but with less variety of junk food than I expectedCustomers • Are most customers alone or with someone else? What is the relationship? o Someone else, coworkers • What is the average age and gender of the customers? o Women – 25-40 years old • When a customer enters the store, do they tend to walk in the same path or direction? o Yes, towards the food in the self service system • How long do customers stay in the restaurant, on average? o 45 min • What do customers purchase in the restaurant (meals, desserts, beverage)? o Just meals, beverage and impulse items
  • 30. InsightsThe appearances mislead you… that’s a commom proverb in Brazil. Although the restaurant looks verynice, the food and service are not quite good. They could invest more in improving the quality andflavors of the food service.The system to buy beverage also needs improvements: people get the food on the table behind andthen registers the command in the table in front, where they also order beverage. But you don’t get thebeverage right away. Customers have to take a colored tag and then wait for someone to bring you theright beverage. I really don’t understand how the information is processed and passed to the waiters,but the system probably is not efficient, because normally you eat the entire meal before the beveragecomes. One solution may be to include beverage in the top part of the cupboard on the left and adopttrays, so that the customers may get the beverage along with the food and synchronize theconsumption.Café CulturaBefore I entered the store: • Does the store draw you in? If so, how?
  • 31. o Yes, it’s located in the building where I work and the presentation of it’s front is very good: • Is the door open or closed? o The door to come in is partially open (just one of the two glass doors) and the door to go out is closed • How does this make you feel? o Makes me feel that the place is more exclusive, restricted to business people • How big is the sign lettering and in what font? o Not so big, but very visible. It’s a nice font, with a different design (the fume from the coffee cup forms the “f” letter, which is fun and fancy) • What does it tell you about the restaurant? o Tells me that it’s not for everyoneEnvironment: • What is the color scheme of the store? How does this affect you? o The color scheme is much darker than the other restaurants (the main color is brown). This makes me feel that the place is more sofisticated.
  • 32. • How high is the ceiling? How does this feel? o The ceiling is very high, the place seems bigger and more sofisticated as well.• How brightly lit is the store? How does this affect you? o It’s very bright because all the walls are actually huge windows: all made with glass• How loud is the environment? o A little loud• What is causing the noise? o Chating• Is there music playing? If so, does it fit the environment? o No music, just TV, normally in a news channel. You can see if the place is more directed to business people or women just observing the channel! No soccer in this place…• Is the store warm or cold? o Cooler than the outside, normally, which is good. Always a good temperature• Is the restaurant crowed with merchandise or is it sparse? o No merchandise• Does the restaurant have a distinctive smell? o Not in particular• Where is the cash register located
  • 33. o Near the exit door, which is different from the entry door. That’s nice, because you don’t get in a crowded place • How long do you want to stay in this restaurant? o 45-1 hour or 15 minutes if you are in a hurry to deliver something at work and have gone to the closest place to eat • Does the environment influence the perceived value of the merchandise? o Yes, the whole environment reinforces the sofistication required by business peoplePersonnel • How long does it take before a waiter initiates contact? o Less than one minute • Does the waiter have a script to follow with each customer? o yes • Does the waiter treat different customers differently? o no • What is the ratio of waiters to customers? o 1 to 10 customers • What age and gender are the employees? o 50-50 men and women, 25-35 years old • Do the waiters have a uniform? o Yes, a black one • Do the waiters match the stores image? o Yes, the dark colors match the more sofisticated environment. Attention: I’m talking about sofistication in the context of restaurant workers go to, and in comparison with the other restaurants described! It’s not a fancy place to eat dinner on a special date.Products • What is the first product you notice? o Salad, a wide variety of fresh salad • Is there a central display table with featured products? o Yes, the self service table • How are the products arranged? o In plates, side by side • Are there free samples or demonstrations? o no • What products are at eye level? o All food • What items in the store are in the least accessible locations? o Impulse items!!! • Where are the most and least expensive products located?
  • 34. o You order the expensive items and the least ones are in the impulsive items section • Are the impulse items near the cash register? o Yes, but can’t be reached by the customer directly, only by the cash register employeeCustomers • Are most customers alone or with someone else? What is the relationship? o Alone (when in a hurry to deliver something at work), or with someone else, either co- workers or other parties (clients, suppliers, consultants) for business lunch meetings • What is the average age and gender of the customers? o On that day women at their 30’s • When a customer enters the store, do they tend to walk in the same path or direction? o Yes, the plate and food for you to serve yourself is right in front of the entrance door • How long do customers stay in the restaurant, on average? o 40 hour • What do customers purchase in the restaurant (meals, desserts, beverage)? o Meals and beverage. They also serve snacks (that are good If you are in a hurry)
  • 35. InsightsThe impulse items are too far away from the customers! They are behind those ladies by the cashregister, in a way that you have to ask them to get the item for you. In this rational process of asking forsomeone to get a candy or junk food for you end up giving up the act. They could sell a lot more ifcustomers could reach any items with their own hands, without having to feel embaraced.

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