1. Kendal Duncan | Alex Gallinari | Hannah Lee | Michaela Ragaisis | Tali Sandel | Alua Tatisheva

2. OVERVIEW
Client’s Goals
• Introduce new products (hot dogs, ice cream)
• Expand into Boston suburbs (Chestnut Hill, Framingham)
• Identify new, untapped segments (Who is Roxy’s missing?)
• Expand into new college locations in Boston (NU, BC)
How can this project help: Using one-on-one interviews, ZMET
techniques, and surveys; we can predict which campus would be more
receptive to a Roxy’s Grilled Cheese store.

3. RESEARCH QUESTION
Which campus should Roxy’s Grilled Cheese
expand to:
Northeastern University or Boston College?
VS.

4. QUALITATIVE FINDINGS
Observation
Three groups eat at
Roxy’s:
 Young adults being
kids again
 Comfort cravers (food
to go)
 Experience seekers
One-on-One Interviews
 Childhood memories
 Quick and tasty snack
 No brand loyalty
 Café > food truck
ZMET
 Childhood
 Convenient
 Tomato Soup
 Comfort/relaxation

5. SURVEY

6. SURVEY FEEDBACK
 Qualtrics issues:
• Mandatory or not mandatory questions
• Pathways based on answer
 Introduction: need to know what kind of survey you’re taking
 Ambiguous wording
 Scale confusion
 Additional perspectives: added new eating out habits
The survey feedback allowed us to see errors from an
objective and unbiased perspective, through the eyes of a survey taker.

7. RESEARCH METHODS
Analysis Methods
 SPSS
• Cross Tabulation
• Cluster Analysis
• Factor Analysis
 Cross tabulation
• Already separated into clusters
naturally by BC or NU
• Cross tabs helped us find unique
characteristics for each school
Subject Pool
 Northeastern students
 Boston College students
Designed the survey to be distributed to:
All grades in college
All genders
On and off campus living
With and without dining plans

8. SURVEY FINDINGS
Are you interested in a Roxy’s on your campus?
Boston College: 79% (64% interested and 15% very interested)
Northeastern University: 83% (37% interested and 47% very interested)
Boston College
 42% eat out >3 times per week
 Say they want to try new
places but 64% go where they
know they’ll like the food
 BC selected “Very Willing” to
buy a $6 sandwich 26% more
of the time
 Other menu options such as
craft beer and vegan options
appealed more to BC
Shared Characteristics
 Characteristics: Price, location,
and healthy options are almost
equally important to both
 Neither care about friendly
staff or restaurant design
much
 Neutral on fries and negative
on hamburgers
Northeastern
 20% of students eat of >3
times per week
 Northeastern cares more
about menu variety
 Northeastern: more willing to
try a place at least once if it
seems appealing (50% of
respondents)

9. LIMITATIONS OF SURVEY
• Are you interested in Roxy’s: Yes or No
• Transferring questions from Qualtrics to SPSS
Limitation 1: Survey Set Up
• More responses → less room for error
• Conduct deeper qualitative research
Limitation 2: Time
•Class: Mostly senior respondents from BC
•On/ Off Campus: BC: 50/50, NU: 77% on (skews meal plan Q)
•Gender: NU heavily skewed female
Limitation 3: Demographics

10. OUR RECOMMENDATION
Why?
 Existing brand awareness
 Higher willingness to purchase grilled cheese at current price ($6)
 More receptive to other menu options (craft beer, vegan options)
 Fewer students on a meal plan → more likely to eat out
 Cheaper real estate

11.  Stay open late on campus locations: most survey respondents (BC and
NU) said lunch and late night are primary times they eat grilled cheese
 Focus on convenient location: 75% of BC students rated “convenience of
location” as very important (7 or higher)
FURTHER SUGGESTIONS

12. Thank you!