Marketing+Research+Project+for+Les+Amis

Marketing Research Report
Les Amis Restaurant
Researcher
Riley Mailman
Presented To:
Jinan Montecristo
Advisor
Les Harman
Date
December 8, 2015
Biola University, Crowell School of Business

Executive Summary
Purpose: The purpose of this research project was to provide Jinan Montecristo, owner
of Les Amis Restaurant, with a specific and detailed analysis of customer preferences and
satisfaction, as well as customer input on new product and service ideas.
The primary problems discovered were:
• Low Awareness of the “Culture Special”
• Menu Clarity
• Lebanese Seafood Dishes
• Interested in knowing what builds Customer Loyalty
The primary research objectives were:
• What could be changed or done to the menu to help you understand it more?
• Do you order the “Culture Special” at Les Amis Restaurant? Why or why not?
• What do you see as a unique advantage when it comes to eating at Les Amis
Restaurant?
• How do you feel about the size of the dishes in relation to the prices of dishes?
• Do you order non-entrée items like coffee, tea, or dessert? Why or why not?
• What aspects of the Les Amis Restaurant experience can be strengthened?
Methodology: Research was conducted in several phases over the course of 3 months.
The research process began with exploratory research, which focused on conducting
research by gathering articles about the restaurant industry and Lebanese food trends in
the United States. After secondary research was gathered, 22 customers were
interviewed and an on-site focus group with 3 Les Amis Restaurant customers was
conducted on October 18, 2015. After the initial research, a survey was distributed from
November 4, 2015 to November 15, 2015. 87 surveys were received. It is important to
note that this was not a random sample.
Significant Findings:
• The mean of overall satisfaction was 9.14 (Figure 16).
• A mean of 8.96 indicates that Promptness of Service is the most important aspect of
the restaurant experience (Figure 6).
• 46 out of 81 respondents AGREE with the statement “I would like to see more
Lebanese seafood dishes on the menu” (Figure 29).
• 62 out of 84 respondents AGREE with the statement “Pictures of the food on the
menu would really help me order” (Figure 24).
• 65 out of 76 respondents AGREE with the statement “I am satisfied with the amount
of beer and wine at Les Amis Restaurant” (Figure 21).
• 38 out of 79 respondents DISAGREE with the statement “I know the sign outside
displays the ‘Culture Special’” (Figure 36).

• 65 out of 80 respondents AGREE with the statement “Knowing what kinds of dishes
were offered for breakfast would definitely make me come for breakfast” (Figure
42).
Conclusions:
• Research may suggest that an under $10 lunch special is not the best way to get Les
Amis Restaurant’s best customers to come to lunch (Figure 12).
• Research may suggest that customers who come more than three times per month
would like more Lebanese Seafood options (Figure 12).
• Research may suggest that younger customers are more likely than older customers to
think a variety of desserts are important (Figures 28).
Researcher’s Note: Jinan, it has been such a privilege to partner with you throughout the
research process. I appreciated learning about your passion for your business and am
thankful you let me work with you and get to know you better. I want to personally
thank you, Juan Carlos, Oliver, and all of the servers for your efforts to help make the
research process as valuable for Les Amis Restaurant as possible.

Table of Contents
I. Background.......................................................................................................1
II. Discussion of Primary Problems......................................................................2
III. Research Objectives........................................................................................3
IV. Methodology...................................................................................................4
A. Secondary Research (Articles and Websites).......................................4
B. In-Depth Interviews..............................................................................7
C. Focus Group.........................................................................................9
D. Survey Respondents...........................................................................10
E. Data Collection Method......................................................................11
F. Sampling Process................................................................................12
G. Data Analysis.....................................................................................13
H. Limitations.........................................................................................14
V. Explanation of Survey Terms........................................................................15
A. Customer Feedback Survey...............................................................16
B. Data Entry Survey.............................................................................18
C. Summary Text...................................................................................21
VI. Major Findings and Conclusions...........................................................39
VII. Summary of Recommendations.............................................................82
VIII. Recommendations for Future Research..................................................84

I. Background
Purpose:
The purpose of this market research report is to identify existing or potential problems that Les
Amis Restaurant has, as well as opportunities for growth. The report includes secondary
research from websites and articles as well as primary research collected through customer
interviews and a focus group. The majority of the research presented is based on the customer
surveys that were handed out at Les Amis Restaurant. Based on this research, the report
provides findings, conclusions, and recommendations for Les Amis Restaurant to help them
better serve their customers.
Store Location and Current Information:
Les Amis Restaurant
128 W Wilshire Ave
Fullerton, CA 92832
Phone: (714) 526-2100
Website: http://www.lesamisrestaurant.com/
Store Background and Relevant Information:
Les Amis Restaurant opened in 2010 in Downtown Fullerton by Jinan Montecristo, her husband
Juan Carlos, and her parents Joyce and Majed. Jinan based many of the dishes off of Lebanese
cuisines that her mother inspired, but has also created some Les Amis originals for the restaurant.
Les Amis Restaurant has become known for their authentic Lebanese food, vibrant flavors, and
healthy meal options as well as their relaxed, bohemian atmosphere. Recently, Les Amis
Restaurant has expanded to serve breakfast on the weekends in addition to lunch and dinner
every day. Les Amis Restaurant has continued to grow their business by providing quality food
that customers enjoy.
1

II. Discussion of Primary Problems
Purpose:
Problems are the motivating force behind the research conducted. It is important to establish
what is already known and what remains to be discovered before conducting interviews or
administering a survey. This section describes problems identified before the research was
conducted.
Primary Problems
Low Awareness of the “Culture Special”
While the Culture Special could be the most profitable item, the Culture Special has not been
ordered frequently in the past. The Culture Special changes daily and is usually a soup, but it
can vary. Les Amis Restaurant wants to know why customers do not order the Culture Special
and what they can do to promote the Culture Special.
Menu Clarity
Les Amis Restaurant uses ingredients and serves dishes that are not commonly used by non-
Lebanese customers. Therefore, the menu can be confusing and intimidating to first time
customers. Les Amis Restaurant needs to know how to make the menu easier to read for new
customers so that they can try different Lebanese items.
Lebanese Seafood Dishes
Lebanese seafood dishes are very popular and Jinan wants to know if customers would like
Lebanese seafood dishes. Jinan changes the menu periodically, but has never added seafood
dishes. Since it is a new kind of dish, Les Amis Restaurant should see if customers want to try
Lebanese seafood dishes.
Interested in knowing what builds Customer Loyalty
While customers enjoy eating at Les Amis Restaurant, Les Amis Restaurant wants to know what
specific parts of the Les Amis experience build customer loyalty. Les Amis Restaurant wants to
capitalize on those strengths to be able to build customer loyalty with various demographics,
whether they are vegetarians, vegans, Lebanese, or other demographics.
2

III. Research Objectives
Purpose:
Research objectives are the specific questions that the project will seek to answer. They have
changed over the course of this project as the researcher discovered new information. The
objectives below include both the original objectives from September and the final objectives
used to develop the survey.
Initial Research Objectives
• What aspects of Les Amis build customer loyalty?
• Would customers value and purchase Lebanese seafood items if they were added to the
menu?
• Does the “Cultural Special” attract customers? Once at the restaurant, are they interested in
the “Cultural Special?”
Final Research Objectives
a. What could be changed or done to the menu to help you understand it more?
b. Do you order the “Culture Special” at Les Amis Restaurant? Why or why not?
c. What do you see as a unique advantage when it comes to eating at Les Amis Restaurant?
d. How do you feel about the size of the dishes in relation to the prices of dishes?
e. Do you order non-entrée items like coffee, tea, or dessert? Why or why not?
f. What aspects of the Les Amis Restaurant experience can be strengthened?
3

IV. Methodology
Purpose:
This section includes the methods used for the entire research process. These methods were used
to obtain data from current customers at Les Amis Restaurant. It includes data from secondary
research (articles and websites) as well as feedback received from customers. Ultimately this
information will be helpful for making recommendations to Les Amis Restaurant.
A. Secondary Research (Articles and Websites)
The purpose of this research was to get a broad understanding on how customers were
responding to Middle Eastern food and what kinds of food they were seeking out. The first step
of the research process is to conduct “secondary research,” which involves examining articles
and websites that might be helpful for Les Amis Restaurant. This specific research included
articles on trends in Middle Eastern and Mediterranean Restaurants and past research that was
conducted. It also included trends in the restaurant industry as well as consumer trends in this
area.
Articles
Aritcle #1
Heidi Prescott (2012). A Growing Appetite. South Bend Tribune. Pg. C1. LexisNexis. Online.
This article argues that due to the demand for healthier options, a menu that caters to vegetarian
and vegan options, and a desire for good tastes, Mediterranean food will become more
commonplace in the coming years.
Relevant Findings
• A national restaurant poll concluded 6 in 10 Americans would order a menu item that was
Mediterranean.
• Mediterranean restaurants have seen growth in the last few years and Mediterranean cuisine
has come up on food trends to watch.
Article #2
Erika I. Ritchie (2010). A Dream in a Pita. Orange County Register. News pg. A. LexisNexis.
Online.
This article tells the story of Haitham Hammad and how he opened Pita Pita Mediterranean Grill
in Lake Forest, California.
Relevant Findings
• Customers who had Middle Eastern background chose to eat at Pita Pita Mediterranean Grill
because it reminded them of homecooked dishes.
• Customers judged the food based on how authentic it tasted.
4

Article #3
Donna Talarico Weekender (2006). America’s New Melting Pot Continues; Chefs are Combing
through Global Dishes, Patrons Want Healthier Choices. Times Leader. Section FYE.
LexisNexis. Online.
This article discusses the growing demand for health foods and how restaurants have responded
to this demand.
Relevant Findings
• Customers are becoming more “global” in their different desires for food.
• Ingredients like nuts and healthy grains are becoming more common.
Article #4
National Restaurant Association: Hottest Restaurant Menu Trends in 2012 include Healthful
Kid’s Meals and Locally Sourced Ingredients, According to National Restaurant Association.
India Retail News. LexisNexis. Online.
Findings from a survey done on 1,800 chefs showed trends in healthy options for kids, locally
produced foods, and an interest from parents for healthy options for their kids.
Relevant Findings
• Parents want children’s options that are healthy and have whole grains involved in them.
• Customers care about where the ingredients were grown or produced.
Websites
Website #1
Mezzamg.com. Last Accessed on Septemeber 23, 2015.
This is the website for a Mediterranean grill in Cerritos. Mezza Mediterranean Grill does many
mediterraenean dishes as well as simple American dishes and pasta. Mezza Mediterranean Grill
also has fish and seafood options in its Mediterranean portion of the menu.
Relevant Findings
• Fish and seafood options are limited to their Mediterranean tacos, a fish kabob, shrimp
kabob, and salmon.
5

Website #2
Restaurantengine.com 7 Surprisingly Common Problems that Restaurants Face. Last Accessed
on September 23, 2015.
This website discusses several areas, such as the menu and a unique selling point, that make it
difficult for restaurants to succeed. While some of the problems cannot be addressed in this
project, other aspects like “customer service” and “a unique selling point” can be addressed.
Relevant Findings
• Grouping your most popular menu items together is suggested when designing a menu.
• Great food, strong customer service, and a unique selling point are the three main factors that
influence a customer’s feelings towards a restaurant.
Website #3
Knowledge.wharton.upenn.edu. Hungry for Growth, Arabic Foods Taste Success in Global
Markets. Last Accessed on September 23, 2015.
This website tracks the connection between the growth of Arabic food in the US and the rise in
health conscious consumers. This website also highlights different foods that have captured the
consumer’s interest as a result of seeing Arabic foods as a healthy option.
Relevant Findings
• The health benefits of Arabic food have caused a growing interest in customers.
• Customers are more willing to try different foods.
Website #4
Yelp.com Last Accessed on September 23, 2015.
Yelp is a site where customers can post reviews of their experience at a restaurant. The yelp
reviews for Les Amis show what makes Les Amis unique among other restaurants customers
visit.
Relevant Findings
• The fried cauliflower is a highly recommended dish.
• Customers appreciate the décor and layout of the restaurant.
6

B. In-Depth Interviews
The purpose of the interviews was to discover general customer expectations and attitudes
towards Les Amis Restaurant. The next phase of the research process includes face-to-face
interviews with current customers at Les Amis Restaurant. Twenty two in-depth interviews were
conducted between October 2, 2015 and October 16, 2015, and these were the top nine
interviews.
Customer Interview #1
Face-To-Face, October 2, 2015, Les Amis Restaurant. This customer was familiar with
Lebanese food growing up and comes often. This customer is also Middle Eastern.
Relevant Findings
• He feels very familiar with the menu items.
• He orders the culture special and usually likes it.
Face-To-Face, October 2, 2015, Les Amis Restaurant. This customer was with his wife at Les
Amis Restaurant. Him and his wife come regularly to Les Amis Restaurant.
Relevant Findings
• He first heard about the restaurant through the restaurant’s donation to a community event.
• They became familiar with the menu through asking questions and trying new things.
Face-To-Face, October 2, 2015, Les Amis Restaurant. This customer was the wife of Customer
#4 at Les Amis Restaurant. While she agreed with many of the things her husband said, she also
had unique input on the restaurant.
Relevant Findings
• She was at first confused and overwhelmed by the menu, but began to get more comfortable
with it.
• She orders appetizers and side dishes to take home because she enjoys the food so much.
Face-To-Face, October 2, 2015, Les Amis Restaurant. This was a customer for the first time. He
was only familiar with more well known items like shawerma and some of the wraps.
Relevant Findings
• The server explained the different items on the menu, which influenced what he purchased.
• He was looking for a healthy option and considered the salads the healthy options.
7

Face-To-Face, October 2, 2015, Les Amis Restaurant. This customer was a woman who
regularly comes to Les Amis with her husband. They both seem to represent the young, edgy,
Downtown Fullerton consumer.
Relevant Findings
• She always looks at the “culture special” board, but did not know the items on the board were
actually the items for the “culture special.”
Customer #6
Face-To-Face, October 8, 2015, Les Amis Restaurant. This customer had valuable insights into
the layout of the menu and the way he orders at Les Amis Restaurant.
Relevant Findings
• He orders what he is familiar with.
• He said pictures would help him understand the menu better.
Customer #7
Face-To-Face, October 8, 2015, Les Amis Restaurant. This customer was a young, Middle
Eastern girl who comes to Les Amis Restaurant about twice a month.
Relevant Findings
• She values the Middle Eastern food and thinks it is the best Middle Eastern food in the area.
• She wants more dessert options. Her facial expressions suggested she would buy dessert if
more desserts were offered.
Customer #8
Face-To-Face, October 16, 2015, Les Amis Restaurant. This customer eats out often and has a
knowledgeable background of Middle Eastern food, but is not Middle Eastern.
Relevant Findings
• He enjoyed the Mate Late and the uniqueness of it.
• He tried the Meza platter as a way to sample different kinds of food.
Customer #9
Face-To-Face, October 16, 2015, Les Amis Restaurant. This customer had many opinions on the
various drink options on the menu.
Relevant Findings
• This customer appreciated an expanding beer menu and was very pleased with the options.
• This customer likes Turkish and Arabic coffee and orders it at Les Amis Restaurant. She
seems to understand the difference between Turkish and Arabic coffee and an American cup
of coffee.
8

C. Focus Group
The next phase of the research process is conducting the focus group. It is similar to the
in-depth interviews where customers are asked various questions about their experiences
and current attitudes. However, the focus group allows customers to hear each other and
be able to talk to each other in a synergistic fashion.
A focus group was conducted Sunday October 10, 2015 at Les Amis Restaurant. The
participants Kody, Becca, and Patrick are relevant because they have all eaten at Les Amis
Restaurant and recommended it to other people.
Relevant Findings:
• Patrick and Becca agreed that a way to distinguish “fan favorites,” such as Fried Cauliflower
or chicken shawerma wraps, would be helpful when ordering.
• Kody felt that servers suggesting food would be very helpful in understanding the menu.
• Patrick would suggest that the servers recommend “staple” Lebanese items to people who are
not familiar with the menu.
• All three agreed that a server’s recommendation influences their order.
• Becca felt like the waters could have been refilled quicker.
• Kody felt like the food came out quicker than expected.
• Patrick was “pleasantly surprised” with how flavorful the wrap he got was, as it was a
vegetarian wrap.
• Patrick felt confused on the process of when getting menus and paying. He wasn’t sure if
you go inside for a menu or if they bring them out to the table.
9

D. Survey Respondents
The final step of the research process includes the development and distribution of a customer
satisfaction survey. This survey was formulated based on the previous research methods. Surveys
were placed near the register at Les Amis Restaurant and customers were encouraged to fill the
survey within the winery. They were also passed out when the researcher was at Les Amis
Restaurant.
A total of 87 surveys were collected over the course of three weeks. The surveys were given to
current customers at Les Amis Restaurant because this project seeks to uncover attitudes and
opinions of those customers. Also, the answers the survey respondents provided may aid in
developing strategies for customer satisfaction.
Who Filled Out The Survey:
• 41 out of 87 respondents live over 5 miles from Les Amis Restaurant (Figure 1).
• 50 out of 87 respondents are between the ages of 15-35 years old (Figure 2).
• 61 out of 83 respondents have recommended somebody to Les Amis Restaurant (Figure 3).
• 68 out of 75 respondents are non-Lebanese (Figure 4).
10

E. Data Collection Method
This section describes the way in which the researcher distributed and collected the 87 surveys.
The purpose of this collection method is to secure respondents’ answers so that they remain
uninfluenced and provide a genuine portrayal of customer opinions.
How many collected?
A total of 87 surveys from current customers were collected by the end of the collection period.
When?
The surveys were distributed from November 4, 2015 to November 15, 2013. The time frame
was brief so that the report could be compiled in a timely fashion.
Where?
All of the surveys were filled out at Les Amis Restaurant during their open hours.
How?
The surveys were collected through customers seeing the survey near the cash register and
through the researcher. Customers were asked to complete the survey after they ordered, after
they finished their meal, or while they were waiting for their takeout order.
Incentive?
No incentives were offered for customers to fill out the survey. However, there was a half sheet
explanation of the project along with a picture of the researcher that explained why Les Amis
Restaurant was asking customers to fill out a survey.
Why?
Data was collected in this manner in order to ensure the quality of the information received. The
half sheet explanation of the project was attached to surveys to explain that filling out a survey
helped a college student complete a project. The filled out surveys were either placed into a bin
so that answers remained anonymous and confidential or were collected by the researched upon
the customer’s completion. This allows for customers to provide honest responses, which will be
useful in understanding customer perceptions.
11

F. Sampling Process
Due to time constraints and other difficulties, the ability to survey all of Les Amis Restaurant
customers was not a feasible option. Nevertheless, a small group, or sample, was surveyed and it
was assumed that they represent the entire population of Les Amis Restaurant customers. The
sample in the report is NOT random, since the research was exploratory and the extent of the
report limited. This report uses a non-probabilistic sampling method because, as previously
mentioned, the entire population of Les Amis Restaurant customers was not feasible. A
convenience sample was also used for exploratory purposes in order to retrieve valuable
information from existing customers.
Given the desired confidence level (z) and the allowable level of error (e), the following formula
is used to specify the optimal sample size for a random sample. Since a convenience sample was
used and the sample size has been specified, the formula will provide approximations for the
confidence level and the allowable level of error. The p value is assigned 0.5 because there is no
basis for its estimate available. Yet, this value does not have a significant effect on the final
score.
Sample Size Formula
n= Z2
[P (1-P)]
170 = E2
87= 1.652
[0.5 (1-0.5)]
0.082
Key
n= Sample Size (87)
Z= Confidence Level (1.65)
P= Population (0.5)
E= Allowable Level of Error (0.08)
Explanation
With a sample size of 87, one can say with 90% confidence that the numerical responses (means,
standard deviations, etc.) of this report will be within ±8% level of accuracy in representing the
entire customer population. This formula is created for the purposes of using a random sample;
the sample in this report was not a random sample and therefore the confidence level and
allowable level of error are approximations.
12

G. Data Analysis
In order to analyze the data, information was inputted into SurveyPro 4 after it was collected.
This section aims to describe this software as well as other statistical terms used in data analysis.
Software
SurveyPro4 is software that allows the researcher to design a survey, input survey responses, and
analyze the survey results. This program was used because of these features.
Statistical Terms
Summary Text: The summary text provides an abstract of all the statistical data gathered from
the surveys. Responses from all of the completed surveys are summarized within the summary
text. The number of replies, means, and standard deviations are also included as necessary.
Means: The mean within this report represents the average of respondents’ answers for a given
question. The mean is calculated by taking the sum of all the respondents’ answers to a specific
question and dividing it by the number of replies. It is important to consider the average because
it may reveal respondent inclinations.
Standard Deviations: The value of a standard deviation represents the variance of answers to a
specific question. In this report, the standard deviation reveals how close customer responses are
to the mean. This is a significant measure because it allows the researcher to gauge the accuracy
of the mean. For example, there may be a high mean for overall satisfaction. Yet, a high standard
deviation would signify there might be a group of customers who are dissatisfied, or a group that
fall well below the average.
Cross Tabulations: Cross tabulations allow the researcher to compare one question with another.
They are signified within the report with an “x” in the title, above the figure. The comparisons
are useful because they may indicate how certain demographics answered specific questions.
Cross tabulations are also useful in analyzing how different groups of customers rated overall
satisfaction.
Select Filters: A select filter highlights all of the data gathered from a particular chosen customer
group. After a cross tabulation is done and an interest is found, a select filter may be run in order
to find out more information about a certain customer group. For example, a select filter may be
run to show how customers in the age group 21-30 answered every question on the survey.
13

H. Limitations
The results found from this research report are not fully conclusive since the research was
primarily for exploratory purposes. The report rather aims to provide initial research to identify
further areas to study. This section recognizes the limitations of the research conducted for the
purposes of full disclosure.
NOT a random sample
Since a convenience sample was used, the sample cannot be viewed as a perfect representation of
all of Les Amis Restaurant’s customers.
Time Constraints
There was only a two-week time frame in which the surveys were distributed and collected.
There were also time constraints on the secondary research and the creation of the survey.
Experience
The researcher has little experience in the marketing research process.
Customer Bias
Customers may have chosen answers that were not an accurate representation of their views or
opinions.
Final Constraints
The budget was insufficient for a research project of this scale.
14

V. Explanation of Survey Terms
Purpose:
The following section provides copies of the surveys used to collect and input the data as well as
the data obtained. The original survey is included in order to display the exact survey the
customers filled out. The data entry survey is included so that question numbers may be easily
referenced for the Major Findings section. The summary text includes all of the answers that
respondents gave.
Distributed Survey
This is the original survey that was distributed to customers at Les Amis Restaurant. All the data
collected was directly retrieved from the answers that respondents gave on this survey.
Data Entry Survey
This is a copy of the survey that was used to input the data. The data was then used to breakdown
the answers and provide an analysis for Les Amis Restaurant. This survey is a slightly modified
version of the original survey. It is important to note that the content of the questions and
answers were not altered in any way. These small adjustments were made in order to provide an
efficient way to input the data and for easier analysis.
Summary Text
The summary text includes all of the responses that customers gave to every question on the
survey. It includes the statistical measurements of counts, percentages, no answers, means, and
standard deviations.
15

How close do you live to Les Amis
Restaurant?
1-2 miles 3-5 miles 5+ miles
Please specify your
age:
15-25
26-35
36-45
45+
I have recommended
somebody to Les
Amis:
Yes No
What is your
ethnic
background?
How many times do you come to Les
Amis per month?
Once
Twice
More than three
times
How much do you typically
spend per month at Les Amis
Restaurant?
$10-25
$26-50
$51-75
$76-100
$100+
I come to Les Amis
Restaurant for (check all
that apply):
Breakfast
Lunch
Dinner
I come to Les Amis Restaurant for
(check all that apply):
Vegetarian/Vegan/Gluten-Free Options
Traditional Lebanese Food
Health benefits
Trying something new
Atmosphere
Other:
I heard about Les Amis Restaurant from:
A friend who recommended it.
Walking through Downtown Fullerton.
A community event sponsored by Les Amis.
Online Presence (website, Facebook)
Yelp
Other:
Directions: Please fill out this part of the survey by ranking the level of IMPORTANCE AND SATISFACTION
when coming to Les Amis Restaurant.
Low
Importance
High
Importance
Low
Satisfaction
High
Satisfaction
Knowledge of Menu Items 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Clarity of Menu 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Allergy Friendly Menu 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Promptness of Service 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Variety of Teas 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Variety of Coffee 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Alcoholic Beverage Options 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Comfort of Outside Seating 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Comfort of Inside Seating 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Price of Meal 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Variety of Desserts 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Price of Dessert 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Appropriate Portion Sizes 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Kid Friendly Options 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Les Am is Restaurant is conducting a survey to learn how to better serve its
custom ers. This survey will be confidential and anonym ous. Please fill out
the survey com pletely and honestly, as this will help us best serve you in the
future.
Directions: Please rank from 1-5 in order of importance what makes you choose a menu item. (1 - most
important, 2 - second most important, and 5 - least important).
___Familiarity with Item ___Item Size ___Price of Item ___Health Benefits ___Authenticity of Food
Please turn the page over to continue the survey.
16

Very
Strongly
Disagree Disagree
Mildly
Disagree
Mildly
Agree Agree
Very
Strongly
Agree
"Pictures of the food on the menu would really help
me decide what to order."
"A star (*) near the most commonly ordered Les
Amis items would really help me decide what to
order."
"A $10 lunch special would make me come to
lunch at Les Amis more often."
"I would like to see more Lebanese seafood dishes
on the menu."
"I am satisfied with the amount of beer and wine
options at Les Amis Restaurant."
"Knowing what is unique about a Les Amis coffee
or tea would make me really want to try it."
"Knowing what is unique about a Les Amis
lemonade would make me really want to try it."
"Knowing what is unique about pizzas at Les Amis
would definitely make me consider ordering one."
"The 'petit' wrap was much smaller than I
expected."
"I like that there are two wrap sizes, 'petit' and
'grand', on the menu."
"I would like the server to explain the different
menu items ."
"The server asks if I want to look at a dessert
menu every time I eat at Les Amis Restaurant."
"The server tells me about the 'Culture Special'
every time I eat at Les Amis Restaurant."
"I am aware that the sign outside displays the
'Culture Special'."
"I experienced timely service from beginning to
end."
"Knowing what kinds of dishes were offered for
breakfast would definitely make me come for
breakfast."
Do you prefer to sit inside or outside? Why?
Les Amis Restaurant would attract more customers if:
What is your overall satisfaction with Les Amis Restaurant?
Low Satisfaction High Satisfaction1 2 3 4 5 6 7 8 9 10
Directions: Please read each statement and check the box that indicates your level of agreement or
disagreement.
Thank you for completing the survey! Please
place it in the tray near the cash register or hand it
to your server.
17

Q1. How close do you live to Les Amis
Restaurant?
1-2 miles 3-5 miles 5+ miles
Q2.Please specify
your age:
15-25
26-35
36-45
45+
Q3.I have
recommended
somebody to Les
Amis:
Yes No
Q4. What is your
ethnic
background?
Lebanese
Non-
Lebanese
Q5. How many times do you come to
Les Amis per month?
Once
Twice
More than three
times
Q6.How much do you typically
spend per month at Les Amis
Restaurant?
$10-25
$26-50
$51-75
$76-100
$100+
Q7. I come to Les Amis
Restaurant for (check all
that apply):
Breakfast
Lunch
Dinner
Q8. I come to Les Amis
Restaurant for (check all that
apply):
Vegetarian/Vegan/Gluten-Free
Options
Health Benefits
Trying Something New
Atmosphere
Other:
Q9. I heard about Les Amis Restaurant from:
A friend who
recommended it.
Walking through
Downtown Fullerton.
A community event
sponsored by Les
Amis.
Online Presence
(website, Facebook)
Yelp
Other:
Q10. IMP Menu Knowledge . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q11. SAT Menu Knowledge . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q12. IMP Menu Clarity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q13. SAT Menu Clarity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q14. IMP Allergy Menu . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q15. SAT Allergy Menu . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q16. IMP of Promptness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q17. SAT of Promptness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q18. IMP Variety Teas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q19. SAT Variety Teas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q20. IMP Variety Coffee . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q21. SAT Variety Coffee . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q22. IMP Alcohol Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q23. SAT Alcohol Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q24. IMP Outside Comfort . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q25. SAT Outside Comfort . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q26. IMP Inside Comfort . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q27. SAT Inside Comfort . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q28. IMP Meal Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q29. SAT Meal Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Les Am is Restaurant is conducting a survey to learn how to better serve its
custom ers. This survey will be confidential and anonym ous. Please fill out
the survey com pletely and honestly, as this will help us best serve you in the
future.
18

Q30. IMP Variety Desserts . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q31. SAT Variety Desserts . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q32. IMP Dessert Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q33. SAT Dessert Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q34. IMP Portions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q35. SAT Portions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q36. IMP Kid Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q37. SAT Kid Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q38. Did you rank familiarity with item as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
Q39. Did you rank item size as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
Q40. Did you rank price of item as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
Q41. Did you rank health benefits as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
Q42. Did you rank authenticity of food as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
Q43. Did you rank familiarity with item as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
Q44. Did you rank item size as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
Q45. Did you rank price of item as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
Q46. Did you rank health benefits as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
Q47. Did you rank authenticity of food as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No
19

Very
Strongly
Disagree Disagree
Mildly
Disagree
Mildly
Agree Agree
Very
Strongly
Agree
Q48. "Pictures of food would help me order."
Q49. "A star (*) would help me order."
Q50. "A $10 lunch special would make me come."
Q51. "I would like more Lebanese seafood
dishes."
Q52. "I am satisfied with beer/wine at Les Amis."
Q53. "Knowing unique coffee/tea make try it."
Q54. "Knowing what is unique lemonade make
try."
Q55. "Knowing what is unique about pizzas make
me order."
Q56. "The 'petit' wrap was smaller than I
expected."
Q57. "I like that there are two wrap sizes."
Q58. "I would like the server to explain the different
items."
Q59. "The server asks if I want a dessert menu."
Q60. "The server tells me about the 'Culture
Special'."
Q61. "I am aware that the sign displays the
'Culture Special'."
Q62. "I experienced timely service from beginning
to end."
Q63. "Knowing dishes for breakfast make me
come."
Q64. Do you prefer to sit inside or outside?
Outside - Nice Weather
Outside - Atmosphere
Outside - No reason
Inside - Decorations
Inside - because of weather
Inside - No reason
Both
Depends on Weather
Other:
Q65. Les Amis would attract more customers if:
there was a sign on Wilshire Ave.
understood quality of food
they had social events.
Quicker Service
reach out to college students
Culture Nights
More Specials
Comfortable Inside Seating
they had advertisements
Other:
Q66. What is your overall satisfaction with Les Amis
Restaurant? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Low High1 2 3 4 5 6 7 8 9 10
Q67. Additional Comments
20

Summary Text
The Summary Text provides the responses to each of the questions of the survey. The counts
and percentages are displayed in order to provide concise results and quick understandings of
the responses. The Summary Text also displays the standard deviation and the mean, which
will aid in the analysis. All of the information provided will be utilized in order to understand
what customers desire.
Q1: How close do you live to Les Amis Restaurant?
How close do you live to Les Amis Restaurant?
41; 47.1% 5+ miles 23; 26.4% 1-2 miles 23; 26.4% 3-5 miles 0; 0.0% No Answer
Replies 87
Q2: Please specify your age:
Please specify your age:
30; 34.5% 15-25 20; 23.0% 26-35 0; 0.0% No Answer
25; 28.7% 45+ 12; 13.8% 36-45
Replies 87
Q3: I have recommended somebody to Les Amis:
I have recommended somebody to Les Amis:
61; 70.1% Yes 22; 25.3% No 4; 4.6% No Answer
Replies 83; Mean 1.73; Std Dev 0.44
Q4: What is your ethnic background?
What is your ethnic background?
68; 78.2% Non-Lebanese 7; 8.0% Lebanese 12; 13.8% No Answer
Replies 75
21

Q5: How many times do you come to Les Amis per month?
How many times do you come to Les Amis per month?
55; 63.2% Once 12; 13.8% More than three times
15; 17.2% Twice 5; 5.7% No Answer
Replies 82
Q6: How much do you typically spend per month at Les
Amis Restaurant?
How much do you typically spend per month at Les Amis Restaurant?
32; 36.8% $26-50 6; 6.9% $51-75 2; 2.3% $76-100
29; 33.3% $10-25 6; 6.9% $100+ 12; 13.8% No Answer
Replies 75
Q7: I come to Les Amis Restaurant for (check all that apply):
I come to Les Amis Restaurant for (check all that apply):
63; 72.4% Dinner 39; 44.8% Lunch 5; 5.7% Breakfast 6; 6.9% No Answer
Replies 81
Q8: I come to Les Amis Restaurant for (check all that apply):
62; 71.3% Traditional Lebanese Food
32; 36.8% Atmosphere
30; 34.5% Vegetarian/Vegan/Gluten-Free Options
26; 29.9% Trying Something New
22; 25.3% Health Benefits
1; 1.1% A great place to be with family
1; 1.1% Delicious Food and Great Service!
1; 1.1% Delicousness
1; 1.1% Food is fresh, tases like you are eating from neighbor's kitchen, not mass produced,
1; 1.1% Good Food
1; 1.1% Hunger
1; 1.1% Owners are best
1; 1.1% Owners are great!
1; 1.1% Today, to check out for breakfast
2; 2.3% Other
2; 2.3% No Answer
22

Replies 85
Q9: I heard about Les Amis Restaurant from:
I heard about Les Amis Restaurant from:
36; 41.4% A friend who recommended it.
36; 41.4% Walking through Downtown Fullerton.
3; 3.4% Online Presence (website, Facebook)
3; 3.4% Yelp
2; 2.3% Crave and Crawl
1; 1.1% A community event sponsored by Les Amis.
1; 1.1% Chamber of Commerce
1; 1.1% Don't remember
1; 1.1% E-Foodie
1; 1.1% I work at twisted vine.
1; 1.1% Mom and Dad brought me
1; 1.1% My sister
1; 1.1% My son-in-law
1; 1.1% Oliver Montecristo
1; 1.1% Parents
0; 0.0% Other
2; 2.3% No Answer
Replies 85
Q10: IMP Menu Knowledge
IMP Menu Knowledge
4; 4.6% Rated 1 3; 3.4% Rated 4 6; 6.9% Rated 7 24; 27.6% Rated 10
0; 0.0% Rated 2 4; 4.6% Rated 5 14; 16.1% Rated 8 7; 8.0% No Answer
6; 6.9% Rated 3 5; 5.7% Rated 6 14; 16.1% Rated 9
Q11: SAT Menu Knowledge
SAT Menu Knowledge
23

Q12: IMP Menu Clarity
IMP Menu Clarity
Q13: SAT Menu Clarity
SAT Menu Clarity
Q14: IMP Allergy Menu
IMP Allergy Menu
Q15: SAT Allergy Menu
SAT Allergy Menu
24

Q16: IMP of Promptness
IMP of Promptness
Q17: SAT of Promptness
SAT of Promptness
Q18: IMP Variety Teas
IMP Variety Teas
Q19: SAT Variety Teas
SAT Variety Teas
25

Q20: IMP Variety Coffee
IMP Variety Coffee
Q21: SAT Variety Coffee
SAT Variety Coffee
Q22: IMP Alcohol Options
IMP Alcohol Options
Q23: SAT Alcohol Options
SAT Alcohol Options
26

Q24: IMP Outside Comfort
IMP Outside Comfort
Q25: SAT Outside Comfort
SAT Outside Comfort
Q26: IMP Inside Comfort
IMP Inside Comfort
Q27: SAT Inside Comfort
SAT Inside Comfort
27

Q28: IMP Meal Price
IMP Meal Price
Q29: SAT Meal Price
SAT Meal Price
Q30: IMP Variety Desserts
IMP Variety Desserts
Q31: SAT Variety Desserts
SAT Variety Desserts
28

Q32: IMP Dessert Price
IMP Dessert Price
Q33: SAT Dessert Price
SAT Dessert Price
Q34: IMP Portions
IMP Portions
Q35: SAT Portions
SAT Portions
29

Q36: IMP Kid Options
IMP Kid Options
Q37: SAT Kid Options
SAT Kid Options
Q38: Did you rank familiarity with item as #1?
Did you rank familiarity with item as #1?
47; 54.0% No 12; 13.8% Yes 28; 32.2% No Answer
Replies 59
Q39: Did you rank item size as #1?
Did you rank item size as #1?
56; 64.4% No 3; 3.4% Yes 28; 32.2% No Answer
Replies 59
Q40: Did you rank price of item as #1?
Did you rank price of item as #1?
50; 57.5% No 9; 10.3% Yes 28; 32.2% No Answer
Replies 59
30

Q41: Did you rank health benefits as #1?
Did you rank health benefits as #1?
52; 59.8% No 6; 6.9% Yes 29; 33.3% No Answer
Replies 58
Q42: Did you rank authenticity of food as #1?
Did you rank authenticity of food as #1?
30; 34.5% No 29; 33.3% Yes 28; 32.2% No Answer
Replies 59
Q43: Did you rank familiarity with item as #5?
Did you rank familiarity with item as #5?
35; 40.2% No 22; 25.3% Yes 30; 34.5% No Answer
Replies 57
Q44: Did you rank item size as #5?
Did you rank item size as #5?
49; 56.3% No 6; 6.9% Yes 32; 36.8% No Answer
Replies 55
Q45: Did you rank price of item as #5?
Did you rank price of item as #5?
45; 51.7% No 10; 11.5% Yes 32; 36.8% No Answer
Replies 55
31

Q46: Did you rank health benefits as #5?
Did you rank health benefits as #5?
42; 48.3% No 13; 14.9% Yes 32; 36.8% No Answer
Replies 55
Q47: Did you rank authenticity of food as #5?
Did you rank authenticity of food as #5?
49; 56.3% No 6; 6.9% Yes 32; 36.8% No Answer
Replies 55
Q48: "Pictures of food would help me order."
"Pictures of food would help me order."
6; 6.9% Very Strongly Disagree 18; 20.7% Agree
9; 10.3% Disagree 18; 20.7% Very Strongly Agree
7; 8.0% Mildly Disagree 3; 3.4% No Answer
26; 29.9% Mildly Agree
Q49: "A star (*) would help me order."
"A star (*) would help me order."
Q50: "A $10 lunch special would make me come."
"A $10 lunch special would make me come."
32

Q51: "I would like more Lebanese seafood dishes."
"I would like more Lebanese seafood dishes."
Q52: "I am satisfied with beer/wine at Les Amis."
"I am satisfied with beer/wine at Les Amis."
Q53: "Knowing unique coffee/tea make try it."
"Knowing unique coffee/tea make try it."
Q54: "Knowing what is unique lemonade make try."
"Knowing what is unique lemonade make try."
33

Q55: "Knowing what is unique about pizzas make me order."
"Knowing what is unique about pizzas make me order."
Q56: "The 'petit' wrap was smaller than I expected."
"The 'petit' wrap was smaller than I expected."
Q57: "I like that there are two wrap sizes."
"I like that there are two wrap sizes."
Q58: "I would like the server to explain the different items."
"I would like the server to explain the different items."
34

Q59: "The server asks if I want a dessert menu."
"The server asks if I want a dessert menu."
Q60: "The server tells me about the 'Culture Special'."
"The server tells me about the 'Culture Special'."
Q61: "I am aware that the sign displays the 'Culture
Special'."
"I am aware that the sign displays the 'Culture Special'."
Q62: "I experienced timely service from beginning to end."
"I experienced timely service from beginning to end."
35

Q63: "Knowing dishes for breakfast make me come."
"Knowing dishes for breakfast make me come."
Q64: Do you prefer to sit inside or outside?
Do you prefer to sit inside or outside?
25; 28.7% Outside - Atmosphere 2; 2.3% Outside - Bring my dog
16; 18.4% Inside - because of weather 1; 1.1% Both are good.
11; 12.6% Outside - Nice Weather 1; 1.1% Depends on my mood and weather
9; 10.3% Both 1; 1.1% Inside - air conditioning
8; 9.2% Depends on Weather 1; 1.1% Inside - I don't enjoy outside
7; 8.0% Outside - No reason 1; 1.1% Inside for TV programs and music
4; 4.6% Inside - Decorations 4; 4.6% Other
2; 2.3% Inside - No reason 5; 5.7% No Answer
2; 2.3% Inside - too cold outside
Replies 82
Takeout Mostly
No preference
Outside - Kids
Outside, however there are too many flies
Q65: Les Amis would attract more customers if:
Les Amis would attract more customers if:
11; 12.6% they had advertisements
5; 5.7% there was a sign on Wilshire Ave.
4; 4.6% More Specials
3; 3.4% understood quality of food
2; 2.3% they had social events.
2; 2.3% Quicker Service
2; 2.3% reach out to college students
2; 2.3% A sign on Amerige Ave. mentioning the kind of food.
2; 2.3% It was in a more noticeable location
2; 2.3% Lower prices
2; 2.3% more comfortable seats
1; 1.1% Culture Nights
1; 1.1% Advertise on Groupon
1; 1.1% advertise to offices
1; 1.1% better inside seating
22; 25.3% Other
34; 39.1% No Answer
36

Replies 53
They gave away samples outfront.
more advertising
Food was more consistent
more food options
The food could come quicker.
Free wine and beer
Social media, live music outside, maybe dancers/entertainment
Completely change Alcohol options
People knew about it.
Service was consistent and there was reserved parking
More hummus and pita for free
It was known better.
Social Media
Word of Mouth
Certain items could be presented more nicely: it doesn't bother me specifically, but food presentation does
have a psychological effect.
It's a bit hidden. Secluded.
More mid range items (price).
more visible
If they offered hookah
They knew about breakfast
If they had bigger tables inside.
inside seating was more comfortable and if it had an efficient setting.
Q66: What is your overall satisfaction with Les Amis
Restaurant?
What is your overall satisfaction with Les Amis Restaurant?
Q67: Additional Comments
Additional Comments
2; 2.3% (58) Doesn't want unsolicited explanations of menu items.
2; 2.3% (64) The patio is nice
1; 1.1% (22) Alcohol options are bad, we bring our own. (65) Food is fantastic!
1; 1.1% (36 & 37) Answer is in reference to breakfast. (64) Inside feels gloomy (65) The current sign is fairly
ineffective.
1; 1.1% (5) first time coming
1; 1.1% (52) I don't care. (64) Outside is a nice, spatious patio. (65) They sent out coupons in
advertisement or email
1; 1.1% (54) and (55) I love them was written next to both questions
1; 1.1% (58) When I ask the server
1; 1.1% (64) Both have peaceful atmospheres
1; 1.1% (64) Depends on weather
1; 1.1% (64) Inside and outside have a lovely ambience
37

1; 1.1% (64) Inside is small and tight, (65) Likes that it is not super busy.
1; 1.1% (64) Table inside are too small.
1; 1.1% (64) Will sit outside on a nice day.
1; 1.1% (65) First time, so didn't feel like he/she could answer. Thought Les Amis looked interesting.
7; 8.0% Other
63; 72.4% No Answer
Replies 24
(65). Events like speed dating, getting in contact with career agencies to network, wine tasting night
I love the friendly service.
(65) The servers are always friendly and efficient!
(65) Word of mouth is what got us here!
(65) This place is cute and perfect.
(65) I am very satisfied.
I enjoyed the ambience and music.
Q68:
Figure Undefined
Sort or show biggest problem
38

VI. Major Findings and Conclusions
Purpose:
The purpose of this section is to categorically display all of the major findings from the data
analysis. Conclusions are then derived from the major findings and listed under their
respective findings. Note: for clarity, all of the percentages listed in the findings have been
rounded to the nearest whole number.
Breakdown of Survey Respondents
Major Findings A: Who Filled Out The Survey
Major Findings B: Exploring Best Customers
Major Findings C: Food
Major Findings D: Menu
Major Findings E: Exploring Best Customers
Major Findings F: Potential Marketing Strategies

39

Major Finding A
Who Filled Out The Survey
Q1: How close do you live to Les Amis Restaurant?
Figure 1:
Finding 1: 41 of 87 respondents live over 5 miles from Les Amis Restaurant.
0.0 10.0 20.0 30.0 40.0 50.0
Frequency (%)
How close do you live to Les Amis Restaurant?
1-2 miles
3-5 miles
5+ miles
23
23
41
40

Q2: Please specify your age.
Figure 2:
Finding 1: 50(30+20) out of 87 respondents are between the ages of 15-35 years old.
0.0 10.0 20.0 30.0 40.0
Frequency (%)
15-25
26-35
36-45
45+
30
20
12
25
41

Q3: I have recommended somebody to Les Amis.
Figure 3:
Finding 1: 61 out of 83 respondents have recommended somebody to Les Amis.
I have recommended somebody to Les Amis:
Yes
61
No
22
42

Q4: What is your ethnic background?
Figure 4:
Finding 1: 68 out of 75 respondents are non-Lebanese.
What is your ethnic background?
Lebanese
7
Non-Lebanese
68
43

Q7: I come to Les Amis Restaurant for (check all that apply).
* Note: Multiple answer percentage-count totals not meaningful.
Figure 5:
Finding 1:Out of 107 answers, 63 responses indicated they come for dinner.
Note: For this question, the number or responses is not the same as number of
respondents. This is because a respondent could check multiple boxes.
0.0 20.0 40.0 60.0 80.0
Frequency (%)
Breakfast
Lunch
Dinner
5
39
63
44

Ranking of Q10-36 IMP From Most Important to Least
Important
Figure 6:
Finding 1: A mean of 8.96 indicates that Promptness of Service is the most important aspect of
the restaurant experience and a mean of 8.76 indicates that Clarity of Menu is the second most
important aspect of the restaurant experience.
Finding 2: A mean of 4.08 indicates that Importance of Variety of teas is the least important
aspect of their restaurant experience.
IMP of Promptness
Mean
IMP Menu Clarity
Mean
IMP Meal Price
Mean
IMP Portions
Mean
IMP Inside Comfort
Mean
IMP Outside Comfort
Mean
IMP Menu Knowledge
Mean
IMP Allergy Menu
Mean
IMP Alcohol Options
Mean
IMP Dessert Price
Mean
Mean
IMP Variety Coffee
Mean
IMP Kid Options
Mean
IMP Variety Teas
Mean
8.96
8.76
8.51
8.42
8.05
7.97
7.55
5.90
5.31
5.17
5.06
4.29
4.27
4.08
45

Ranking of Q11-37 From Most Satisfied to Least Satisfied
Figure 7:
Finding 1: A mean of 8.98 indicates customers were most satisfied with Appropriate Portion
Sizes.
Finding 2: A mean of 7.34 and 7.33 indicates customers were least satisfied with the Price of
Dessert and Variety of Dessert.
SAT Portions
Mean
SAT Menu Clarity
Mean
SAT of Promptness
Mean
SAT Allergy Menu
Mean
SAT Menu Knowledge
Mean
SAT Outside Comfort
Mean
SAT Meal Price
Mean
SAT Inside Comfort
Mean
SAT Alcohol Options
Mean
SAT Kid Options
Mean
SAT Variety Teas
Mean
SAT Variety Coffee
Mean
SAT Variety Desserts
Mean
SAT Dessert Price
Mean
8.98
8.91
8.81
8.67
8.63
8.58
8.49
8.39
7.71
7.69
7.50
7.43
7.34
7.33
46

Major Findings B
Exploring Best Customers
Q5: How many times do you come to Les Amis per month?
Figure 8:
Finding 1: 12 out of 82 respondents come more than three times per month.
0.0 20.0 40.0 60.0 80.0
Frequency (%)
How many times do you come to Les Amis per month?
Once
Twice
More than three times
55
15
12
47

Q51: I would like more Lebanese seafood dishes x How
many times do you come per month?
Figure 9:
Finding 1: 8 (5+1+2) out of 12 respondents who come more than three times per month
AGREED with the statement "I would like to see more Lebanese seafood dishes on the menu."
Conclusion: This may suggest that customers who come more than three times per month
would like more Lebanese seafood options.
"I would like more Lebanese
seafood dishes."
Very Strongly Disagree
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
Totals
Mean
More than
three times
per month
0
0
4
5
1
2
12
2.92
48

Q8: I come to Les Amist Restaurant for x Q5: ONLY
respondents who come more than three times/month.
Figure 10:
Finding 1: 11 responses from people who come more than three times per month indicated
that Traditional Lebanese food is why they come to Les Amis Restaurant.
I come to Les Amis Restaurant
for (check all that apply):
Options
Health Benefits
Atmosphere
Other
Totals
Three times
per month
3
11
4
5
4
*
Q42: Did you rank authenticity of food as #1? x Q5: ONLY
respondents who come three times per month.
Figure 11:
Finding 1: 7 out of the 10 customers who come more than three times per month indicated that
authenticity of food was the most important factor when ordering a dish.
Conclusion: In regards to Firgues 10 and 11, this may suggest that respondents who come
more than three times per month come to Les Amis Restaurant for Traditional Lebanese Food
and order items that seem the most authentic to them.
Did you rank authenticity of food
as #1?
Yes
No
Totals
More Than
Three Times
7
3
10
49

Entire Survey of ONLY respondents who come more than
three times per month.
Figure 12:
Test Text
A select filter was run on ONLY customers who come to Les Amis Restaurant more than
three times per month. A total of 12 out of 82 respondents selected this answer. This
information is helpful because these customers are the most valuable and meeting their
needs is important.
Finding 1: 6 out of 11 respondents ranked IMP of Alcohol options as 9 or above.
Finding 2: 7 out of 12 respondents who come more than three times per month
DISAGREED with the statement "A $10 lunch special would make me come to lunch at
Les Amis more often."
Finding 3: 8 out of 11 respondents AGREED with the statement "I am satisfied with the
amount of beer and wine at Les Amis Restaurant."
Finding 4: 5 out of 12 respondents who come more than three times per month
DISAGREED with the statement "I am aware that the sign outside displays the 'Culture
Special'."
Finding 5: 11 out of 12 respondents AGREED with the statement "Knowing what is unique
about a Les Amis coffee or tea would make me really want to try it."
Finding 6: 11 out of 12 respondents AGREED with the statement "Knowing what is uniqe
about Les Amis Lemonade would make me really want to try it."
Conclusion: This may suggest that respondents who come more than three times per month
do not know what makes Les Amis beverages unique, but do think beverage options at Les
Amis are valuable. This may also suggest that the "Culture Special" sign is not located in an
easily noticeable spot.
50

Q12-36 IMP Highest to Lowest for ONLY respondents who
come more than three times per month.
Figure 13:
Finding 1: A mean of 9.5 indicates that Menu Clarity was the most important thing to customer
who come more than three times per month.
Finding 1: A mean of 4.90 indicates that customers do not think Kid Friendly Options are
important.
Conclusion: This may suggest that the most important things to Les Amis customers who
come more than three times per month are clarity of menu, promptness of service, comfort of
outside seating, and approrpriate portion sizes.
IMP Menu Clarity
Mean
IMP of Promptness
Mean
IMP Outside Comfort
Mean
IMP Portions
Mean
IMP Menu Knowledge
Mean
IMP Inside Comfort
Mean
IMP Meal Price
Mean
IMP Alcohol Options
Mean
IMP Allergy Menu
Mean
Mean
IMP Variety Coffee
Mean
IMP Dessert Price
Mean
IMP Variety Teas
Mean
IMP Kid Options
Mean
More than
three times
per month
9.50
9.33
9.33
9.00
8.67
8.64
8.50
7.18
5.91
5.73
5.64
5.36
5.27
4.90
51

SAT for ONLY respondents who come more than three times
per month.
Figure 14:
Finding 1: A mean of above 8 for satisfaction was given to the top four most important aspects
of Les Amis Restaurant to customers who come more than three times per month.
Conclusion: In regards to Figures 13 and 14, this may suggest that customers who come
more than three times per month feel satisfied with the aspects of a restaurant they think are
most important.
SAT Portions
Mean
SAT Outside Comfort
Mean
SAT Menu Clarity
Mean
SAT of Promptness
Mean
More than
three times
per month
9.44
9.00
8.80
8.30
52

Q66: What is your overall satisfaction with Les Amis
Restaurant?
Figure 15:
Finding 1: 39 out of 84 respondents ranked overall satisfaction as a 10.
Finding 2: The mean of overall satisfaction at Les Amis Restaurant was 9.14
What is your overall satisfaction
with Les Amis Restaurant?
Rated 1
Rated 2
Rated 3
Rated 4
Rated 5
Rated 6
Rated 7
Rated 8
Rated 9
Rated 10
Totals
Mean
0
0
0
0
1
1
2
16
25
39
84
9.14
53

Entire Survey of ONLY respondents who ranked overall
satisfaction at a 10.
Figure 16:
A select filter was run on ONLY customers who rated overall satisfaction as a 10. A total of 39
out of 84 respondents selected this answer. This information is helpful in understanding the
different aspects of the Les Amis Restaurant Experience that led to selecting a 10 for overall
satisfaction.
Finding 1: 24 respondents live within 5 miles of Les Amis Restaurant
Finding 2: 21 respondents are 15-35 years old.
Finding 3: 24 out of 32 respondents put Satisfaction of Portion Sizes as a 9 or above.
Finding 4: 17 respondents ranked authenticity of food as the number one reason for ordering a
dish.
Finding 5: 25 responses indicated that those who ranked overall satisfaction as a 10
come for dinner.
Finding 6: 22 out of 37 respondents ranked 9 or above for Importance of Comfort of Outside
Seating.
Finding 7: 21 out of 30 respondents ranked 9 or above for Satisfaction of Comfort of Outisde
Seating.
Conclusion: This may suggest that these respondents put 10 because they are satisfied with
the portion sizes and with the two different wrap sizes. This may also suggest that customers
are satisfied with the authenticity of food and with the comfort of outside seating.
54

Major Findings C
Exploring Customers' Attitude Towards Beverages
Q54: Knowing what is unique about a Les Amis lemonade
would make me really want to try it.
Figure 17:
Finding 1: 65 (14+33+18) out of 81 respondents AGREED with the statement "Knowing what
is unique about a Les Amis lemonade would make me really want to try it."
Conclusion: This may suggest that the menu does not clearly articulate what make a Les Amis
Lemonade unique, and if they did know, they would be more willing to purchase Les Amis
Lemonade.
0.0 10.0 20.0 30.0 40.0 50.0
Frequency (%)
"Knowing what is unique lemonade make try."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
1
6
9
14
33
18
55

Q53: Knowing what is unique about a Les Amis coffee or tea
would make me really want to try it.
Figure 18:
is unique about a Les Amis coffee or tea would make me really want to try it."
Conclusion: This may suggest that the menu does not clearly explain the uniqueness of Les
Amis coffees and teas and if it did, more customers may order them.
0.0 10.0 20.0 30.0 40.0
Frequency (%)
"Knowing unique coffee/tea make try it."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
1
4
10
16
32
18
56

Q53: Knowing uniqueness of coffea/tea would make me try x
Q5: How many times do you come per month?
Figure 19:
Finding 1: 11 (3+6+2) out of the 12 respondents who come more than three times per month
respondents AGREED with the statement "Knowing what is unique about a Les Amis coffee/tea
would make really want to try it."
"Knowing unique coffee/tea
make try it."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
Totals
Mean
Once
How many times do you come to Les
Amis per month?
1
4
6
11
19
10
51
2.57
Twice
0
0
3
2
5
5
15
2.20
More than
three times
0
0
1
3
6
2
12
2.25
57

Q18: IMP Variety of Teas ONLY 9 or Above x Q5: How many
times do you come to Les Amis per month?
Figure 20:
Finding 1: 5 (2+3) out of 7 respondents who come to Les Amis Restaurant two or more times
per month ranked Importance of Variety of Teas as 9 or above.
Conclusion: This may suggest Les Amis's best customers do think a variety of teas are
important.
How many times do you come to
Les Amis per month?
Once
Twice
More than three times
Totals
Greater/Equal to 9
2
2
3
7
58

Q52: I am satisfied with the amount of beer and wine at Les
Amis Restaurant.
Figure 21:
Finding 1: 65 (20+37+8) out of 76 respondents AGREED with the statement "I am satisfied
with the amount of beer and wine at Les Amis Restaurant."
0.0 10.0 20.0 30.0 40.0 50.0
Frequency (%)
"I am satisfied with beer/wine at Les Amis."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
2
3
6
20
37
8
59

Q22: Importance of Alcohol Options x Q2: Please specify
your age.
Figure 22:
Finding 1: 6 (1+5) out of 28 respondents who are 15-25 ranked importance of alcohol options
as a 9 or above.
Finding 2: 11 (6+2+1+1+1) out of 21 respondents who are 45+ ranked importance of alcohol
options a 6 or less.
Conclusion: This may suggest that alcohol options are more important to younger customers
than older customers.
IMP Alcohol Options
Rated 1
Rated 2
Rated 3
Rated 4
Rated 5
Rated 6
Rated 7
Rated 8
Rated 9
Rated 10
Totals
Mean
15-
25
9
1
0
2
3
0
1
6
1
5
28
5.29
45+
6
2
1
1
1
0
2
4
0
4
21
5.14
26-
35
3
1
1
0
1
2
1
1
3
2
15
5.80
36-
45
3
1
0
2
1
0
0
1
1
2
11
5.00
60

Q22 Importance of Alcohol Options x Q7: I come to Les Amis
Restaurant for:
Figure 23:
Finding 1: 17 (5+12) responses that indicated a person comes to dinner ranked Importance of
Alcohol Options as a 9 or above.
Conclusion: This may suggest that alcohol options are the most important to dinner guests.
IMP Alcohol Options
Rated 1
Rated 2
Rated 3
Rated 4
Rated 5
Rated 6
Rated 7
Rated 8
Rated 9
Rated 10
Totals
Mean
Dinner
10
3
1
4
5
1
4
11
5
12
56
6.20
Lunch
10
3
1
3
2
2
2
6
2
3
34
4.79
Breakfast
0
1
0
0
0
1
0
1
0
0
3
5.33
61

Major Findings D
Connections Between Food Items and the Menu
Q48: Pictures of the food on the menu would really help me
decide what to order.
Figure 24:
Finding 1: 62 (26+18+18) out of 84 respondents AGREED with the statement "Pictures of the
food would really help me decide what to order."
0.0 10.0 20.0 30.0 40.0
Frequency (%)
"Pictures of food would help me order."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
6
9
7
26
18
18
62

Q57: I like that there are two wrap sizes, "petit" and "grand,"
on the menu.
Figure 25:
Finding 1: 70 (17+23+30) out of 76 respondents AGREED that they like there are two wrap
sizes.
Conclusion: This may suggest that Les Amis Restaurant should continue to have two wrap
sizes on the menu.
0.0 10.0 20.0 30.0 40.0
Frequency (%)
"I like that there are two wrap sizes."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
1
0
5
17
23
30
63

Q55: Knowing what is unique about pizzas at Les Amis
would definitely make me consider ordering one.
Figure 26:
is unique about pizzas at Les Amis would definitely make me consider ordering one."
Conclusion: This may suggest that the menu does not clearly explain the uniqueness of Les
Amis pizzas and if it did, more customers may order them.
0.0 10.0 20.0 30.0 40.0 50.0
Frequency (%)
"Knowing what is unique about pizzas make me order."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
0
5
8
19
34
16
64

Q30: Importance of Variety of Desserts
Figure 27:
Finding 1: 13 out of 77 respondents ranked Importance of Variety of Desserts as 9 or above.
Rated 1
Rated 2
Rated 3
Rated 4
Rated 5
Rated 6
Rated 7
Rated 8
Rated 9
Rated 10
Totals
Mean
19
2
4
7
14
3
7
8
4
9
77
5.06
65

Entire Survey of ONLY Respondents who put Importance of
Variety of Desserts as a 9 or above.
Figure 28:
test text
A select filter was run on ONLY customers who rated importance of variety of desserts
as a 9 or above. A total of 13 out of 77 respondents selected this answer. This
information is helpful in understanding who the customers are that think a variety of
desserts are very important.
Finding 1: 6 out of the 13 respondents are 15-25 years old.
Finding 2: 7 out of 12 respondents come two or more times per month to Les Amis Restaurant.
Finding 3: 7 out of 11 respondents spend $26 or more per month at Les Amis Restaurant.
Finding 4: 10 responses indicated that they come for Traditional Lebanese Food.
Finding 5: 9 out of 10 respondents are satisfied with the Variety of Desserts.
Finding 6: 11 out fo 13 respondents ranked Importance of Dessert Price as 9 or above.
Finding 7: 7 out of 10 respondents ranked Satisfaction with Dessert Price as 9 or above.
Conclusion: This may suggest that a variety of desserts are most important to younger
customers. This may also suggest that some of Les Amis' best customers value a variety of
desserts, and are satisfied with the variety and price of desserts.
66

Q51: I would like to see more Lebanese seafood dishes on
the menu.
Figure 29:
Finding 1: 46 (27+12+7) out of 81 respondents AGREED with the statement that "I would like
to see more Lebanese seafood dishes on the menu.
0.0 10.0 20.0 30.0 40.0
Frequency (%)
"I would like more Lebanese seafood dishes."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
9
8
18
27
12
7
67

Entire Survey of ONLY Respondents who AGREED with
statement about Lebanese seafood dishes.
Figure 30:
Test Txt
A select filter was run on ONLY customers who AGREED with the statement "I would like to
see more Lebanese seafood dishes on the menu." 46 out of 81 respondents agreed with the
above statement. This information is helpful in seeing which customers want more Lebanese
seafood dishes.
Finding 1: 34 out of 44 respondents have recommended somebody to Les Amis Restaurant.
Finding 2: 36 responses indicated that they come for dinner.
Finding 3: 37 respondents were non-Lebanese.
Finding 4: 35 responses indicated that they come to Les Amis for Traditional Lebanese Food.
Finding 5: 27 out of 44 respondents come to Les Amis once per month.
Finding 6: 35 responses indicated that they come to Les Amis Restaurant for Traditional
Lebanese Food.
Finding 7: 20 out of 43 respondents rated Importance of Menu Knowledge as a 9 or above.
Finding 8: 29 out of 43 respondents rated Importance of Menu Clarity as a 9 or above.
Finding 9: 24 out of 37 respondents rated Satisfaction of Menu Clarity as a 9 or above.
Conclusion: This may suggest that customers who come to Les Amis to experience
Traditional Lebanese Food and order the dishes they think are authentic want Lebanese
Seafood Dishes. This also may suggest that the people want Lebanese Seafood Dishes are
customers who really like Les Amis Restaurant, as 36 respondents have recommended
somebody to eat at Les Amis Restaurant. Finally, this may suggest that these customers care
about how the menu explains the items and are satisfied with how Les Amis Restaurant
explains the items.
68

Major Findings E
How Can the Menu Be More Clear?
Q49: A star (*) near the most commonly ordered Les Amis
items would help me decide what to order.
Figure 31:
Finding 1: 59 (27+18+14) out of 85 respondents AGREED with the statement "A star (*) near
the most commonly ordered Les Amis items would really help me decide what to order."
0.0 10.0 20.0 30.0 40.0
Frequency (%)
"A star (*) would help me order."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
3
11
12
27
18
14
69

Entire Survey of ONLY Respondents who AGREED that "A
star (*) near items would help them order."
Figure 32:
A select filter was run on customer who AGREED with the statement "A star (*) near commonly
ordered Les Amis items would help me decide what to order." 59 out of 85 respondents
AGREED with this statement. This information is helpful in knowing what customers agreed
with this statement to see if putting stars on the menu would be beneficial.
Finding 1: 45 out of 57 respondents are non-Lebanese.
Finding 2: 40 out of 57 respondents come once a month or have only come once to Les Amis
Restaurant.
Finding 3: 42 responses indicated that they come to Les Amis Restaurant for Traditional
Lebanese Food.
Finding 4: 32 out of 55 respondents ranked Importance of Menu Knowledge as an 8 or above.
Finding 5: 45 out of 56 respondents ranked importance of Menu Clarity as an 8 or above.
Finding 6: 11 out of 41 respondents ranked familiarity with item as the number one reason for
choosing an item.
Finding 7: 17 out of 41 respondents ranked authenticity of food as the number one reason for
choosing an item.
Conclusion: This may suggest that customers who want a star (*) near commonly ordered Les
Amis menu items care about the clarity of the menu. This may also suggest that they want to
order authentic Lebanese items and that a star near those items or other popular Les Amis
items would help them do so.
70

Q12: Importance of Menu Clarity
Figure 33:
Finding 1: 51 (22+29) out of 82 respondents ranked Importance of Menu Clarity as a 9 or
above.
IMP Menu Clarity
Rated 1
Rated 2
Rated 3
Rated 4
Rated 5
Rated 6
Rated 7
Rated 8
Rated 9
Rated 10
Totals
Mean
0
0
0
0
3
1
7
20
22
29
82
8.76
71

Q15: Satisfaction of Allergy Friendly Menu
Figure 34:
Finding 1: 9 (2+3+4) out of 60 respondents ranked Satisfaction of Allergy Friendly Menu as 6
or below.
SAT Allergy Menu
Rated 1
Rated 2
Rated 3
Rated 4
Rated 5
Rated 6
Rated 7
Rated 8
Rated 9
Rated 10
Totals
Mean
2
0
0
0
4
3
3
7
7
34
60
8.67
72

Q15 Entire survey of ONLY respondents who rated
Satisfaction of Allergy Friendly Menu 6 or less.
Figure 35: Test tex
t
A select filter was run on ONLY customers who rated satisfaction of allergy friendly
menu as a 6 or less. A total of 9 out of 60 respondents selected this answer. This
information is helpful in understanding who the customers are that are least satisfied
with the menu in terms of it being allergy friendly.
Finding 1: 9 out of 9 respondents put 6 or less for importance of an allergy friendly
menu.
Finding 2: 9 out of 9 respondents come to Les Amis Restaurant once per month.
Finding 3: 7 out of 9 respondents come to Les Amis Restaurant for traditional lebanese
food.
Finding 4: 6 out of 9 respondents spend $10-25 per month at Les Amis Restaurant.
Finding 5: 9 out of 9 respondents rated overall satisfaction with Les Amis Restaurant as 9 or
10.
Conclusion: Since these respondents ranked Importance of An Allergy Friendly menu as a 6
or less, ranked overall satisfaction as 9 or 10, and mostly come once per month, this may
suggest that an allergy friendly menu is not important to customers at Les Amis Restaurant.
73

Major Findings F
Potential Marketing Strategies
Q61: I know the sign outside displays the 'Cultural Special'."
Figure 36:
Finding 1: 38 (8+16+14) out of 79 customers disagreed with the statement saying they knew
that the sign outside was the Cultural Special.
"I am aware that the sign
displays the 'Culture Special'."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
Totals
Mean
14
16
8
9
20
12
79
3.48
74

Q60: The server tells me about the "Culture Special" every
time I eat at Les Amis Restaurant.
Figure 37:
Finding 1: 32 (7+11+14) out of 72 respondents DISAGREED with the statment "The server
tells me about the 'Culture Special' every time I eat at Les Amis Restaurant."
Conclusion: In regards to Figures 41 and 42, this may suggest that the sign is not placed in
the ideal location and that a portion of customers are not told about the "Culture Special" by the
server.
"The server tells me about the
'Culture Special'."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
Totals
Mean
7
11
14
15
16
9
72
3.32
75

Q8: I come to Les Amis Restaurant for:
Figure 38:
Finding 1: 26 responses indicated that they come to Les Amis Restaurant to "Try Something
New."
Options
Health Benefits
Trying Something New
Atmosphere
Other
Totals
30
62
22
26
32
11
*
76

Q8 Entire Survey of ONLY respondents who come to Les
Amis Restaurant to "Try Something New."
Figure 39: Test Text
A select filter was run on ONLY customers who selected "Trying Something New" for
why the come to Les Amis Restaurant. A total of 26 respondents selected this answer.
This information will show how customers who desire unique items perceive aspects of
the menu.
Finding 1: 22 out of 26 respondents are not Lebanese.
Finding 2: 23 out of 26 respondents come once a month to Les Amis Restaurant.
Finding 3: 21 out of 26 respondents are 15-35 years old.
Finding 3: 21 out of 26 respondents AGREED with the statement "Pictures of the food on the
menu would really help me decide what to order."
about a Les Amis coffee or tea would make me really want to try it."
about a Les Amis lemonade would make me really want to try it."
about pizzas at Les Amis would definitely make me consider ordering one."
Finding 7: 21 out of 26 respondents AGREED with the statement "I like that there are two wrap
sizes, 'petit' and 'grand', on the menu."
Finding 8: 18 out of 26 respondents AGREED with the statement "I would like the server to
explain the different menu items."
Conclusion: This may suggest that customers who want to try something new are non-
Lebanese customers who come to Les Amis Restaurant once a month or who were there for
their first time. This may also suggest that the menu does not display the uniqueness of the
coffee, tea, lemonade, or pizzas, since customers who are looking to try something new did not
perceive that these items were unique.
77

Q58: I would like the server to explain the different menu
items.
Figure 40:
Finding 1: 59 (17+23+9) out of 79 customers AGREED with the statement "I would like the
server to explain the different menu items."
0.0 10.0 20.0 30.0 40.0
Frequency (%)
"I would like the server to explain the different items."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
2
11
7
27
23
9
78

Entire Survey of ONLY respondents who AGREED that "I
would like the server to explain menu items."
Figure 41:
Text Text
A select filter was run on ONLY respondents who AGREED with the statement "I would like the
server to explain the different menu items." A total of 59 out of 79 respondents selected this
answer. This information is helpful in seeing what customers desire explanations from servers.
Finding 1: 20 out of 59 respondents are 15-25 years old.
Finding 2: 20 out of 59 respondents are 45+ years old.
Finding 3: 50 responses indicated that they are non-Lebanese.
Finding 4: 45 responses indicated that they came to Les Amis Restaurant for Traditional
Lebanese food.
Finding 5: 36 out of 57 respondents gave 8 or above for Importance of Menu Knowledge.
Conclusion: This may suggest that younger and older customers would like parts of the menu
described to them. This also may suggest that customers who want the server to explain menu
items come for Traditonal Lebanese food, but are not Lebanese and may not be familiar with
Lebanese food. This may also suggest that these customers care about understanding the
menu.
79

Q63: Knowing kinds of dishes for breakfast would make me
come for breakfast.
Figure 42:
kinds of dishes were offered for breakfast would definitley make me come for breakfast."
0.0 10.0 20.0 30.0 40.0
Frequency (%)
"Knowing dishes for breakfast make me come."
Disagree
Mildly Disagree
Mildly Agree
Agree
Very Strongly Agree
1
5
9
19
28
18
80

Q65: Les Amis would attract more customers if:
Figure 43:
Finding 1: 7 responses indicated that customers think signs on different streets in Downtown
Fullerton would help Les Amis attract more customers.
Les Amis would attract more
customers if:
there was a sign on Wilshire
Ave.
understood quality of food
they had social events.
Quicker Service
reach out to college students
More Specials
they had advertisements
A sign on Amerige Ave.
mentioning the kind of food.
It was in a more noticeable
location
Lower prices
more comfortable seats
Other
Totals
5
3
2
2
2
4
11
2
2
2
2
26
*
81

VII. Summary of Recommendations
Purpose:
The purpose of this section is to summarize all of the recommendations that have been
formulated based on the findings and conclusions in the previous section. This section includes a
reminder of the report’s limitations, recommendations, and recommendations for future research.
Reminder of Limitations:
The results found from this research report are not fully conclusive since the research was
primarily for exploratory purposes. Since a convenience sample was used, the sample cannot be
viewed as a perfect representation of all of Les Amis Restaurant customers. There was only a
two-week time frame in which the surveys were distributed and collected. The researcher has
little experience in the marketing research process. Customers may have chosen answers that
were not an accurate representation of their views or opinions. Lastly, the budget was insufficient
for a research project of this scale.
Recommendations:
Major Findings B
Exploring Best Customers
• It is recommended that Les Amis Restaurant continue to emphasize the authenticity of their
food, as these are the reasons frequent Les Amis customers gave for coming to Les Amis
Restaurant (Figures 10, 11).
• It is recommended that Les Amis Restaurant not do an under $10 lunch special as a way to
attract more customers to lunch, as this would not cause Les Amis’s best customers to come
to lunch (Figure 12).
• It is recommended that Les Amis Restaurant not focus on creating more kid friendly options,
as this is the least important things to customers who come more than three times per month
(Figure 13).
Major Findings C
Exploring Customer’s Attitude Towards Beverages
• It is recommended that Les Amis Restaurant add a description of the lemonade to the menu
to help the customer understand the uniqueness of the lemonade (Figure 17).
• It is recommended that Les Amis Restaurant add descriptions of the coffee and tea to the
menu to help the customer understand the uniqueness of the coffee and tea (Figures 18, 19,
20).
• It is recommended that Les Amis teas should be marketed to customers who come at least
twice a month to Les Amis Restaurant (Figures 19, 20).
• It is recommended that alcohol options should be marketed to customers age 21-25 (Figure
22).
• It is recommended that alcohol options should be marketed to dinner guests (Figure 23).
82

Major Findings D
Connections Between Food Items and The Menu
• It is recommended that Les Amis add photos of certain dishes to the menu (Figure 24).
• It is recommended that Les Amis leave the two wrap sizes on the menu (Figure 25).
• It is recommended that Les Amis add a description of the pizza to the menu to help the
customer understand the uniqueness of the pizza (Figure 26).
• It is recommended that Les Amis market their desserts to customers who are 15-25 years old
(Figure 28).
• It is recommended that Les Amis add Lebanese seafood dishes to the menu (Figures 29, 30).
Major Findings E
How Can The Menu Be More Clear?
• It is recommended that Les Amis Restaurant consider adding a star (*) near popular Les
Amis items to help direct new customers to dishes they may want to order (Figures 31, 32).
• It is recommended that Les Amis Restaurant focus on other aspects of the menu before trying
to make the menu more allergy friendly (Figures 34, 35).
Major Findings F
Potential Marketing Strategies
• It is recommended that Les Amis Restaurant put the “Culture Special” sign in a location that
is more visible to customers (Figure 36).
• It is recommended that servers consistently tell customers about the “Culture Special” as a
way to let customers know about the “Culture Special” option on the menu (Figure 37).
• It is recommended that servers ask customers if it is their first time at Les Amis and if they
have any questions about the menu, as this may help new, non-Lebanese customers better
understand the menu (Figures 40, 41).
• It is recommended that Les Amis Restaurant find ways to educate customers on the different
breakfast dishes Les Amis offers (Figure 42).
83

VIII. Recommendations for Future Research
• It is recommended that Les Amis Restaurant conduct further research on the preferences of
customers who come for breakfast and lunch.
• It is recommended that Les Amis Restaurant conduct further research on the preferences of
Lebanese customers.
• It is recommended that Les Amis Restaurant conduct further research on effectiveness of
social media advertising.
• It is recommended that Les Amis Restaurant conduct further research on effectiveness of
donating food to community events as a way to attract new customers.
• It is recommended that Les Amis Restaurant conduct further research on how to raise
awareness of their location so people walking through Downtown Fullerton hear about the
restaurant.
• It is recommended Les Amis Restaurant conduct further research on customers who order
takeout and customers who order delivery.
• It is recommended Les Amis Restaurant conduct further research on preferences of
customers who order catering.
• It is recommended Les Amis Restaurant conduct further research on price sensitivity of their
best customers.
• It is recommended Les Amis Restaurant conduct further research on customers’ feelings
towards store hours.
• It is recommended Les Amis Restaurant conduct further research on ways to improve inside
seating.
• It is recommended that Les Amis Restaurant add the question “I like to order specials when I
go to a restaurant” to see how many customers like specials and whether or not they know
Les Amis Restaurant offers the “Culture Special.”
• It is recommended that Les Amis Restaurant add a question “I know Les Amis Restaurant
does takeout and delivery” to see if customers eating at the restaurant know that Les Amis
Restaurant does takeout and delivery.
• It is recommended that Les Amis Restaurant add a question “I know Les Amis caters parties
and events” as a way to see if customers at the restaurant know they can have Les Amis
Restaurant cater their party or event.

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