Client: Saloniki Greek Class: Market Research Role: Creative Assets, Strategy, Primary and Secondary Research Tools: Multi-Attribute Model, ZMET, Excel Regression Analysis This market research project examines the performance of Saloniki Greek, a fast-casual restaurant based in Boston. Through consumer and industry analysis, the research team identifies opportunities and threats and formulates marketing strategies that will drive sales, awareness, and overall perception of the restaurant.

1. MK 447 Team 6: Vanessa Chien Lai, Anh Nguyen, Tali Zighelboim
A Marketing Challenge: Part II

2. What is
Saloniki Greek?
- Greek fast casual with a twist,
founded by acclaimed
award-winning chef, Jody Adams
- Locations in Cambridge and
Fenway, Sept: Harvard Square
- First opened March 2016, with a
Cambridge location opening in
December 2016

3. The Problem: Brand
Identity & Uniqueness
- Popularity seems to be plateauing after
initial launch. No loyalty for brand
- Consumers unaware of Saloniki
scratch-kitchen concept
- CAVA, a mediterranean competitor, has
opened across the street
- Struggle to find cohesive brand image
across marketing channels

4. Our Research Process
Step 1 Step 2 Step 3
Identify
research
objectives
Create &
implement
data
collection
Interpret
results &
draw insight

5. Our Research Process
Step 1 Step 2 Step 3
Identify
research
objectives
Create &
implement
data
collection
Interpret
results &
draw insight

6. Step 1. Research Objectives and Goals
Understand the
psychographic of the
typical Saloniki customer
Identify consumer
habits and patterns
Identify attributes that
customers like & dislike

7. Step 1. Research Objectives and Goals
Ultimate Goal: To provide Saloniki
Greek with recommended plans of
action that are feasible,
cost-friendly, and measurable.

8. Our Research Process
Step 1 Step 2 Step 3
Identify
research
objectives
Create &
implement
data
collection
Interpret
results &
draw insight

9. Step 2. Implement Data Collection
Preliminary Insight:
All in all, Saloniki is seen as convenient, nutritious, healthy, and
comfortable, but it lacks personality, uniqueness, and is really
just a “Greek Chipotle”
● ZMETs
● One-on-one interviews
● Social media research
● Google Trends
● Manager Interview
● Customer observations

10. Step 2. Implement Data Collection
● ZMETs
● One-on-one interviews
● Social media research
We set out to design a survey that would capture
customer sentiments towards Saloniki and figure
out how to better communicate value to the
consumer
● Google Trends
● Manager Interview
● Customer observations

11. Our Initial Survey
● Basic demographics (find wanted/unwanted market)
● Psychographic questions to understand values
● Likert scale to measure purchase intent
● Likert scale to measure current satisfaction
● Ranking to evaluate attribute importance
● Checklist to identify habits/patterns

12. ● Eliminate personal Q’s
● Eliminate forced responses
● Simplify eating times
● Added neutral option for Likert Scales
● Expanded demographic questions
Survey Feedback Session

13. Our Research Process
Step 1 Step 2 Step 3
Identify
research
objectives
Create &
implement
data
collection
Interpret
results &
draw insight

14. 76% do not own a car
Average Importance of
Location: 4.28
(5 being the highest)
Our Respondents at a Glance
Students and young
professionals <24
65% Female
35% Male
98% Single
Visit fast casual restaurants
3-4 times a week

15. Our Respondents at a Glance
76% do not own a car
Average Importance of
Location: 4.28
(5 being the highest)

16. Multi-attribute Model
Organic Ingredients 3.09 3.50 10.82
Variety of Food 3.80 3.83 14.55
Beverage Selection 2.78 3.50 9.73
Ambience 3.48 3.67 12.77
Taste 4.70 4.06 19.08
Novelty of Food 3.64 3.67 13.36
Nutritional Value 3.77 3.61 13.61
Location 4.30 3.89 16.73
Locally Sourced Ingredients 2.89 3.61 10.43
Customer Service 4.16 4.11 17.09
ScoreImportance x Rating =
1 - not important at all /
strongly disagree
5 - extremely important /
strongly agree

17. Importance Scales (1 - 5)
When making a decision eat at a fast casual restaurant, how important are the
following attributes to you?
Beverage
Selection
Locally
Sourced
Ingredients

18. Importance Scales (1 - 5)
When making a decision eat at a fast casual restaurant, how important are the
following attributes to you?
Customer
Service
Taste

19. Excel Multiple Regression
Adjusted R-Squared: 0.48
Independent Variable: Purchase intent increase due to scratch kitchen initiative
Dependent Variable: When making a decision eat at a fast casual restaurant, how
important are the following attributes to you?

20. To what extent to do you agree with the following?

21. Sociable, likes to eat with friends
Uncovering the Saloniki Consumer
Prefers a sit-down experience over to-go
Tends to play it safe and pick familiar restaurants
Cares about the environment but not that much

22. ● Target sample vs. actual sample
○ Target sample: students, young professionals, diverse
backgrounds.
○ Actual sample: students, mostly in BU, around 50%
Asians, little to no awareness of Saloniki
● Not enough responses collected to create definite
conclusions
● Unable to track preferences/nuances over time
● Limited amount of questions
● Respondents skipped the questions
Problems and Limitations

23. Pre-Survey Recommendations
1. In-store advertising to better communicate scratch-kitchen concept.
2. Branded packaging and consistent image across channels
3. Take advantages of the trends to attract more young customers
- Create “buzz” on social media
4. Expand seasonal menu selection, especially beverage category

24. Our Recommendations
Low-Cost Marketing Strategy: advertise Scratch
Kitchen initiative using owned media (Instagram,
Facebook, Website)
Make Saloniki a Social Experience: center promotions
on the experience of eating with friends: “Buy 1 get 1
half off” promotions, referrals, etc.
Cultivate Customer Relationships: expand existing
rewards/loyalty program by tracking consumer
preferences!

25. MK 447 Team 6: Vanessa Chien Lai, Anh Nguyen, Tali Zighelboim
Thank you!