2. Recap
Problem: There are limited food options available after late night
classes for college students and faculty
Needs Analysis: 77% of respondents to original market research
noted they had problems finding food after 9pm
Opportunity: Late night orders twice as common among college
students, and UT Dallas continues to grow in population 5%
every year
Potential competition:
Pizza Delivery (Papa Johns, Dominos)
Meal Delivery (Doordash, UberEats)
Grocery Delivery (Blue Apron)
A typical student after leaving a late night
class.
5. Conjoint Analysis
Following Attributes and Levels
are to be tested:
• Format – Late Night Restaurant
and Delivery (1), 24/7 Vending
Machine (0)
• Location – SU (1), JSOM (0)
• Food – Burgers (1), Sandwiches (0)
• Price – $6, $6.50, $7, $7.50, $8,
$8.50, $9, $9.50
• Ratings on a 0-100 scale
• 8 possible product combinations
Our Combinations:
7. Conjoint Analysis
● A positive value for Format indicates users prefer Late
Night Delivery + Restaurant
● A positive value for Location indicates users prefer SU
● A positive value for Food indicates users prefer
Hamburgers
● Price will fluctuate depending on how willing people
are to pay
Format Location Food
Late Night Restaurant
+ Delivery
1 SU 1 Hamburgers 1
Vending Machine 0 JSOM 0 Sandwiches 0
8. Conjoint Analysis
Based on our results, we can make the following generalizations:
14/20 respondents
preferred Late Night
Delivery +Restaurant
Location is exactly split
between locations, but those
who prefer JSOM have a
higher utility preference
toward it
12/20 respondents
preferred Sandwiches
• JSOM provides less competition than
the Student Union
• Building is host to late night classes,
activities, and study sessions
● Though sandwiches beat burgers, there
is still a lot of interest there
● Provides us a blueprint for future
expansion
9. Purchase Intentions
Average Market Share of Utility Probabilities at Different Prices
- Most popular choices with varied pricing
- No “outside” competition within our parameters
10. Sales Forecast
Sales Forecast Assumptions and Calculations
Total UTD Students after 7PM
11K
Market Share Utility
13% @ $7
(Conjoint Survey Findings)
Average Sales/Order
$8.5
5%, 10% and 15%
Pop Coverage Target at
JSOM
15% Students live On
Campus (from Survey)
15K Students on campus
after 7PM for classes
5% Growth Rate
Assumed (excluding
Summer Semester)
11. Sales Forecast - Viral
Sales Forecast
10% Pop Coverage: $173K
(Spring 2019)
5% Pop Coverage: $86K
(Spring 2019)
15% Pop Coverage: $259K
(Spring 2019)
12. Marketing Mix - Product
Burget
Burgers (expansion)Sandwich Chips/Soda
Add ons: Milkshake, Desserts, Fruit bowl, Yogurt etc.
13. Marketing Mix - Place
Place
Small KioskJSOM
1st Floor
Near Jason’s
Deli
Walk in
/Walkout
Reuse tables
Delivery on campus within 20 min.
14. Marketing Mix - 4 Ps - Promotions
Small sandwich with chips & drinks purchase
Loyalty Rewards
• Flyers
• Social Media (Facebook, UTD page etc.).
• Banners
Advertising
15. Price – Competitors (not direct) on Campus
Location
Student Union
Offerings
Customized
subs, drinks, and
chips
Pricing
Based on size,
type of meat
used, and extras
Combos?
Yes. Add a
drink and chips
Location
JSOM
Offerings
Varied
sandwiches and
drinks
Pricing
Based on
sandwich type
and added
drinks
Combos?
No, but free
add-ons
16. Sales Forecast
Competition:
Subway – Has similar pricing
Jason’s Deli – Premium pricing
(chips & pickle included)
From Conjoint Analysis:
For Increased Sales:
Sell Soda - $1 to $1.50
Chips - $0.99 to $1.29
Soda + Chips Combo - $1.75
to $2.50
Sandwich Price:
$5.99 to $6.99
(Depending on option chosen –
meat, veggie etc.)
Marketing Mix - 4 Ps - Price
17. Next Steps
We have our basic product, but now we need to dig into the nitty-gritty:
Begin Focus Testing
Specific Attributes
• Sandwich Ingredients (i.e. Types of
Bread, Meats, Veggies, Sauces, etc.)
• Narrow Down Days of Operation
Placing the Restaurant
• Take the steps to obtain a permit to
open restaurant in JSOM
• Prepare backup locations within JSOM
should current location fall through
