Client: Bamboo Tori Project: Customer Insights Analysis

1. CUSTOMER INSIGHTS
Panos Anadiotis | Lauren Baxter | Victor A. Paredes | Priya Singhal | Esther Tranle

2. PROBLEM SOLVING APPROACH
Background
Business Problem
Secondary Research
Primary Research
Findings | General and Test
Recommendations

3. BUSINESS BACKROUND
•
Opened in October 2012
•
Located on University Place
•
Specialty is Yakitori
•
Wants to bring Yakitori to the US
•
Prospect of second location in Midtown

4. BUSINESS PROBLEM
Is location an important factor for the unaware to eat at BT or for the
aware to eat more frequently at BT?
Aside from location, what other factors such as eating habits or take
out habits or cuisine preferences are important for unaware to eat at
BT or for the aware to eat more frequently at BT”?

5. SECONDARY ANALYSIS
ANALYSIS
PESTLE
FRAMEWORK
Macro-environmental
PORTER’S 5 FORCES
Industry analysis and business strategy
SWOT
Structure of planning
BCG
Business Unit Analysis
Competition is high and
there is the possibility by
relocating to dry up current
resources but capitalising on
social and environmental
trends in alignment to
current strengths like food
quality and superior service
provide plenty of room for
growth

6. PRIMARY RESEARCH
1. General Eating Habits
Questions
2. Yakitori
3. Bamboo Tori
1. Has Eaten at Bamboo Tori
Segments
2. Does not know about Bamboo Tori
3. Knows about Bamboo Tori but has not eaten there

7. DEMOGRAPHIC
Findings: Respondent portfolio
PSYCHOGRAPHICS
Males : 44.6%
Females: 55.4%
•
Familiarity with Yakitori: 53.9%
•
89.2% of our respondents fall in the age
group of 18-34 with 56.8% in 25-34
years
Familiarity with Bamboo tori:
42.1%
•
Eating Habits: 44.7% eat lunch out
3-5 times a week
42.1 % eat dinner out 1-3 times per
week
Lunch is mostly Take- out
•
Influencing factors: online
reviews, word of mouth and
location.
•
‘location’ factor for take-out?
81.6% would travel anywhere
between 0-5 blocks for a take–out
•
Point of contact with Take-out
places: In-Person
GEOGRAPHICS
39.2
%
are
white
and
43.2%
are
Asian

8. ACCORD MODEL PERCEPTIONS
ACCORD Model
Aware
Relative Advantage
Current positioning: natural
products with no hormones
not a factor for choosing bamboo tori
Are not interested in knowing how/
where ingredients are grown
Simple concept
Vending machine at Midtown may
elevate complexity
Convenience compatibility
Looking for online compatibility
Miscommunication: Observed benefit
is price vs. real benefit is cuisine in
take –out
Not looking for Yakitori in specific
No risk currently
N/A
positive correlation between visiting
bamboo tori and recommending it to
others.
Most significant factor in causing
visits to any restaurant: Online
reviews (WOM Campaigns, Yelp,
Seamless)
Complexity
Compatibility
Communication
Risk
Divisibility
Unaware

9. 1
RECOMMENDATIONS
Ø Educate population about Yakitori. Currently, only Asian and White populations
are the only ones consuming Yakitori at Bamboo Tori.
Ø Offer promotions for dinner time to increase number of dinner customers to
increase awareness.
Ø Increase awareness of Bamboo Tori through search engine optimization,
advertising and couponing and free samples in the NYU community and more
importantly in the Union Square area.
Ø Referral and loyalty program at the restaurant with a stamp card and online
(Facebook, Twitter and Instagram)
Ø Increase presence on Seamless
Ø Free delivery. Most of customers prefer buying online.

10. FURTHER RESEARCH
1
Validity
Questions around Price
sensitivity to determine if price
increase is an option for
revenue maximization.
2
3
Reliability
Representativeness
Increase reliability of the
questionnaire in terms of
revealing the factors that inhibit
visits.
Respondents were either aware or
unaware, however more aware but
not visited Bamboo Tori
respondents should be surveyed to
enhance accuracy of responses.
Conduct pre and post visits
surveys to forecast demand and
cash flow projections with
average dollar transaction; and,
improvement of product mix by
performing a basket analysis.
Carry out observation exercises as
more accurate information can be
interpreted when the consumer
does not want to reveal the right
answer.

11. thank you