This document summarizes research into consumer behavior and segmentation of customers for fine dining food joints. A study examined factors affecting consumer decisions and customer segmentation. Interviews found most customers are young professionals who dine out weekly, often with friends or family. Social media reviews strongly influence choices. The document recommends joints focus on ambience, service, reviews and location to attract families, offer Italian and North Indian cuisine, and prepare fresh food at night to cater to customers who prefer dining out in the evenings.
Generating Solutions from the Chicago 2013 RetreatXXinHealth
XX in Health brings together outstanding women leaders in health to connect, share stories, and empower one another. These women meet for monthly dinners and an annual retreat. At XX in Health's October 2013 retreat, female leaders came up with solutions to some of today's pressing health issues to share with one another and with all women in health.
Celebrate Dining campaign has been inducted to Facebook Studio, a prestigious gallery which showcases the best of innovative and creative marketing initiatives from across the world on Facebook.
Digiqom conceived, created and managed this Facebook campaign for American Express India to increase community engagement for the brand.
Generating Solutions from the Chicago 2013 RetreatXXinHealth
XX in Health brings together outstanding women leaders in health to connect, share stories, and empower one another. These women meet for monthly dinners and an annual retreat. At XX in Health's October 2013 retreat, female leaders came up with solutions to some of today's pressing health issues to share with one another and with all women in health.
Celebrate Dining campaign has been inducted to Facebook Studio, a prestigious gallery which showcases the best of innovative and creative marketing initiatives from across the world on Facebook.
Digiqom conceived, created and managed this Facebook campaign for American Express India to increase community engagement for the brand.
This fictitious campaign was created by a group of students in the NC State/SKEMA Master of Global Luxury Management Fall 2015 Social Media class.
Lisa Jeffries
Dangqi Ji
Mathilde Marco
Bastien Monnier
Kaityln Paredes
Sarah Plaisted
Tips and tricks for getting the word out to supporters of your non-profit or school that they can earn donations to support your cause through the GoodDining program.
An integrated communications campaign to strengthen family bonds through meals
Topics covered: Campaign objectives, overview, tactics, finale event and value.
Marketing Plan for OrderFolks, an food-grocery delivering startupArnab Bose
The presentation includes the marketing plan of OrderFolks, an online food-grocery delivery platform. It includes various strategies such as its pricing and its competitive advantage.
MindShift Metrics, the Research arm of MindShift Interactive, interviewed and analyzed audiences to gain Insights into the Digital Habits of a Fine Dining Customer. This report would be beneficial for anyone in the Hospitality industry hoping to understand their customers and gain a better positioning in the market.
A majority of Restaurants are using digital to communicate and engage with their customers, but how many are actually reaping the benefits of digital to the fullest? How many are able to gain insights into customer wants and emotions?
We take you on a journey of the digital customer and their experience within Fine Dining to enable you to gain insights onto them and build up your establishment to cater to the ever-growing competition and the need for digital integration within your business.
This Report has now been made available for free after a "For Sale" Partnership with Social Samosa for 12 months.
Presentation on "Customer perception towards fast food chains in India - A study on Mcdonalds, Dominos and Subway.
This was undertaken to find out what is the perception of a consumer before he chooses to have Fast Food in the Fast food giants.
This fictitious campaign was created by a group of students in the NC State/SKEMA Master of Global Luxury Management Fall 2015 Social Media class.
Lisa Jeffries
Dangqi Ji
Mathilde Marco
Bastien Monnier
Kaityln Paredes
Sarah Plaisted
Tips and tricks for getting the word out to supporters of your non-profit or school that they can earn donations to support your cause through the GoodDining program.
An integrated communications campaign to strengthen family bonds through meals
Topics covered: Campaign objectives, overview, tactics, finale event and value.
Marketing Plan for OrderFolks, an food-grocery delivering startupArnab Bose
The presentation includes the marketing plan of OrderFolks, an online food-grocery delivery platform. It includes various strategies such as its pricing and its competitive advantage.
MindShift Metrics, the Research arm of MindShift Interactive, interviewed and analyzed audiences to gain Insights into the Digital Habits of a Fine Dining Customer. This report would be beneficial for anyone in the Hospitality industry hoping to understand their customers and gain a better positioning in the market.
A majority of Restaurants are using digital to communicate and engage with their customers, but how many are actually reaping the benefits of digital to the fullest? How many are able to gain insights into customer wants and emotions?
We take you on a journey of the digital customer and their experience within Fine Dining to enable you to gain insights onto them and build up your establishment to cater to the ever-growing competition and the need for digital integration within your business.
This Report has now been made available for free after a "For Sale" Partnership with Social Samosa for 12 months.
Presentation on "Customer perception towards fast food chains in India - A study on Mcdonalds, Dominos and Subway.
This was undertaken to find out what is the perception of a consumer before he chooses to have Fast Food in the Fast food giants.
Managing the change in Aged Care from a catering mindset to a hospitality exp...Change Factory
Learn how to create strategic opportunity in aged care through food services. Identify operational opportunities to create lasting impressions on your customers and engage your staff to implement change. This presentation also explains how to use Moments of Truth mapping to help set operational standards.
Experience and guidelines for participatory varietal selection (PVS): Integra...CGIAR
This poster was presented as part of the 'gender in breeding session' of the Capacity Development Workshop hosted by the CGIAR Collaborative Platform for Gender Research. The event took place on 7-8 December 2017 in Amsterdam, the Netherlands, where the Platform is hosted (by KIT Royal Tropical Institute).
Read more: http://gender.cgiar.org/gender_events/annual-scientific-conference-capacity-development-workshop-cgiar-collaborative-platform-gender-research/
Experience and guidelines for participatory varietal selection (PVS): Integra...IFPRI-PIM
This poster was presented as part of the 'gender in breeding session' of the Capacity Development Workshop hosted by the CGIAR Collaborative Platform for Gender Research. The event took place on 7-8 December 2017 in Amsterdam, the Netherlands, where the Platform is hosted (by KIT Royal Tropical Institute).
Read more: http://gender.cgiar.org/gender_events/annual-scientific-conference-capacity-development-workshop-cgiar-collaborative-platform-gender-research/
Presentation used by Amanda Behrens, Project Manager at the John Hopkins Center for a Livable Future during the workshop titled "Knowing you Make a Difference: Community Food Security Assessment and Evaluation"
▪ Performed focused customer segmentation using regressions to analyze data on which segment of diners pick Denny’s over IHOP.
▪ Filtered and transformed the data from categorical to numeric variables in statistical software using python, R studio and Excel.
▪ Interpreted comparisons for each segmentation using strategic metrics suggesting business recommendations.
Nutrition Education DESIGN Procedure: Pam Koch, Tisch Center for Food, Educa...Teaching the Hudson Valley
From a workshop at "Farms & Food: Teaching the Hudson Valley from the Ground Up," July 2014, Hyde Park, NY, for more information, www.TeachingtheHudsonValley.org
"Empowered Eaters: Making Connections through Food & Nutrition Education." Let’s think broadly about food and nutrition education for the next generation. Explore ways to inspire youth to care about how choices influence their health, that of the planet, and the lives of everyone working with food from farm to plate. We’ll also review how to empower students to create practical action plans to successfully make real changes in their day-to-day food choices. Pam Koch, professor of nutrition education and executive director, Laurie M. Tisch Center for Food, Education & Policy, Teachers College, Columbia University
Roti Bank Hyderabad: A Beacon of Hope and NourishmentRoti Bank
One of the top cities of India, Hyderabad is the capital of Telangana and home to some of the biggest companies. But the other aspect of the city is a huge chunk of population that is even deprived of the food and shelter. There are many people in Hyderabad that are not having access to
Ang Chong Yi Navigating Singaporean Flavors: A Journey from Cultural Heritage...Ang Chong Yi
In the heart of Singapore, where tradition meets modernity, He embarks on a culinary adventure that transcends borders. His mission? Ang Chong Yi Exploring the Cultural Heritage and Identity in Singaporean Cuisine. To explore the rich tapestry of flavours that define Singaporean cuisine while embracing innovative plant-based approaches. Join us as we follow his footsteps through bustling markets, hidden hawker stalls, and vibrant street corners.
At Taste Of Middle East, we believe that food is not just about satisfying hunger, it's about experiencing different cultures and traditions. Our restaurant concept is based on selecting famous dishes from Iran, Turkey, Afghanistan, and other Arabic countries to give our customers an authentic taste of the Middle East
2. Introduction
A two phase study was undertaken with following objectives:
Objective 1 – Factors affecting consumer behaviour and decision making process
Objective 2 – Analysing customer segmentation process by food joints
Mode of Study :
Discussions with food joints staff members
Personal Interviews with food joints owners
Conducting surveys among customers and consumers
3. Research Methodology
Identifying all variables which affects consumer behavior and preference
Major variables are Frequency, Company, Influencers, Price, Time, Cuisine, gravity of restaurant
Data Collection methods
Preliminary discussions to collect secondary data related to variables affecting consumer behavior
Analysis of secondary data and identified variables defined the strategy for collecting primary data
Sampling process and sample size
Stratified Sampling method is used decide sample population and sample of 43 consumers were
interviewed
Set of different people were interviewed based on age and occupation
4. Mapping questionnaire to outcomes
• Search and alternative evaluationHow frequently do you dine
out?
• Alternative evaluation and outlet
selection
Your influence behind
choosing a restaurant?
• Customer preferences and outlet
selection
I crave for(cuisine varieties)?
• Peak visiting hours of customers
and evaluating options
I dine out for(breakfast/lunch
etc.)
• Customer preferences and
searching an outlet
Choose the restaurant on
basis of?
5. Consumer Demographics
• 51% Consumers are young individuals with 68% males
• 44 % of the population dining out are in jobs
• 88% population dines out at least once every week
• Young working individuals have the decision power to select the food joint
0%
10%
20%
30%
40%
50%
60%
15-20 21-30 31-40 41-50 51-60
12%
51%
29%
5%
2%
Age
68%
32%
Gender
Male Female
44%
29%
17%
2%
7%
Occupation
Job Business Student Retired Homemaker
35%
33%
23%
7%
2%
Frequency
2-3 times a week once a week 1-2 times a month more than 5 times a month Special occasions
6. Decision making process and factors
• 91% people are accompanied by
friends/family or colleagues to
food joints
• 51% selection is based on social
media reviews
• Other parameters like Ambience,
location, budget affects decision
• People prefer Italian over Chinese
and South Indian
37%
26%
28%
9%
Accompany with
Friends Family Colleagues Girlfriend/boyfriend
37%
51%
7% 5%
Influencers
Friends/Familiy Social Media/ TV Ads
randomly select food joints Do not experiment
0%
5%
10%
15%
20%
25%
30%
24%
16% 15%
28%
6% 6%
5%
Crave For
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Ambience Cuisine Location Reviews Budget Offers Word of
Mouth
Depends on
campany
14%
16%
14%
16%
14%
4%
10%
11%
Other factors
7. Segmentation Strategy
Demographic factors – Age, gender and Income to understand the customers better
Geographic factors – Location of the food joints to make the pricing strategy
Psychographic factors – Interests, repeat purchase, lifestyle to prepare the number of items on
the menu card
Usage factors – few dishes are prepared in high quantity as there sale is more for the consumers.
Size of family also differentiated between customers and consumers which further used to
provide discounts and combos
8. Strategy to influence processes
Search
•By collaborating with online food partners like Zomato, Food panda
•Distributing leaflets and POP in markets with higher footfall to spread awareness
Alternative Evaluation
• Providing combos to the consumers
• Differentiating based on taste, ambience, multiple cuisines and attractive menu cards
• Providing discounts, schemes and communicating the same to loyal customers by targeted mails
Outlet Selection
• By delivering the quality food in time
• By taking feedbacks through questionnaire and responding towards them by suitable actions
• Maximum visibility on internet and digital media by promoting good reviews and rankings
9. Recommendations & Conclusion
Joints should focus on other factors like ambience, service and reviews suitable for families as
65% customers are dining out with them
24% prefer to dine out only for Italian food. Hence, Italian along with North Indian and Chinese is
a menu to gain maximum eyeballs
Location has to be nearby to the customers as only 5% people would want to travel for same
food and ambience
51% customers are affected by review on social media and 70% are price conscious. Therefore, 1
bad review will result in huge loss of sales
93% customers prefer to go out for dinners. Hence, food joints should make sure that they
prepare fresh gravies during nights and reduce the initial preparation during days