This document discusses customer segments for fast food. It identifies key jobs customers are trying to accomplish when buying fast food, including getting cheap, healthy, and fast food with good customer service. It notes which job factors are most crucial versus trivial. It also examines customer pains like high costs, poor taste, and slow service. Potential gains that would satisfy customers are identified as lower costs, better taste, faster service and more convenience. Questions are provided to gain customer insights around expectations, priorities, and pain points when purchasing food.

1. Business Practice and
Entrepreneurship BUSI 2010
Presentation 4

2. Customer Segments Jobs
What is the customer segment trying to get done?
 Cheap/reasonably priced food
 Healthy
 Fast Service
 Good Customer service
 Clean and reputable place
 Value for his/her money
 Hunger satisfied

3. How is the Customer Segment Jobs
Ranked
Job Crucial or Trivial Frequency it occurs When is the job done
Cheap/resonably priced food Crucial Everyday Buying Fast food
Healthy Crucial Everyday Buying Fast food
Fast Service Trivial Everyday Buying
Good Customer service Trivial Everyday Buying
Clean Crucial Everyday Buying
Reputable place Trivial Everyday Buying
Value for his/her money Crucial Everyday Buying
Hunger satisfied Crucial Everyday Buying Fast food

4. Customer Segments Pain
• What do your customers find too costly?
Cost to much
Takes a lot of time
Requires Substantial Efforts
• How are current solutions underperforming?
Lack of variety
Taste
• What are the customers main difficulties and challenges?
Slow service
Little value
Cost
• What’s keeping your customer awake at night?
Health Issues in the future

5. Customer Segments Pain
• What barriers are keeping customers from adopting?
Scared of trying new things.
• What makes your customers feel bad?
Waiting in long lines
Unsatisfied with taste
High cost
• What risks do customers fear?
Customers risk spending money for something they’re
not satisfied with

6. Customer Segment Gain
• Which savings would make your customer happy?
Faster Time
Lower Cost
Less Effort
• What outcomes do they expect and what would go beyond their expectations?
Fast Service
Cheaper Prices
Wider Variety
Larger Portions
Ordering via smartphone etc
• How do current solutions delight your customer?
Different Locations
• What would make your customer’s job or life easier?
Faster Service
Lower Cost
Ordering via smartphone etc

7. Customer Segment Gain
• What positive social consequences do they desire?
Buying from a reputable place
• What are customers looking for?
Price
Taste
• How does your customer measure success and failure?
Taste
Cost
• What would increase the likelihood of adopting a solution?
Lower Cost
Better Taste
Faster Service
Convenience to order/purchase

8. Customer Workflow

9. Customer Archetype
SEGMENT 1 SEGMENT 2 SEGMENT 3
Demographics • Customers 23 – 37
years
• Average income
earner
• Works far from
home
• Customers 23 – 37
years
• Higher than average
income earner
• Works far from home
• Customers 23 - 37 years
• Unemployed
Need/Wants Wants healthy fast
food at low cost
Wants affordable tasty
and healthy fast food
Wants cheap fast food
Behaviors/
Other
characteristics
• Buys food based
on convenience
and cost
• Spends 50 – 75 %
of budget towards
buying food
• Looks for
cleanliness, cost
and taste
• Buys food twice a
week
• Buys food based on
convenience and cost
• Spends 80 – 100% of
budget towards
buying food
• Looks for healthy,
taste, cleanliness
• Buys food 2-3 times a
week
• Buys food based on cost
• Spends less than 50%
of budget towards
buying food
• Looks for cost, taste,
cleanliness
• Buys food once a week

10. How do they solve these problems
today?
Only two options - have no other healthy choice
Go to unhealthy food store

11. Does your value proposition solve it?
How?
• Customer Pains Provide Gains
• Taste Great Taste
• High Cost Reasonably Priced
• Health Issues Fresh/Local Produce
• Slow Service Fast Service
• Poor Customer Service Great Customer Serv
• Lack of variety More local variety
• Little Quantity Larger Portions
• Long Lines Convenience to order
via Smartphone

12. Does your value proposition solve it?
How?
• Jobs and Pains are resolved by our Product
• Issues that customers face are crucial
• High Income interested in affordable, healthy
food
• Buy food based on convenience 2-3 times a week
MVP
Products
& Services

13. The things that made customers
interested. Excited.
• Ordering via a mobile phone
• Cheaper Prices
• Better taste

14. Questions and Insights
• What do you expect to gain when you buy food?
Great Taste/Money’s worth/Properly Cooked &
Prepared
• Which is most important?
Money worth
• Which savings would make you most happy?
Time & Money
• What are you pleased with in the current Fast
food outlet (Boomers & Subway)
Taste, Choices, Fresh meals

15. • What would make your life or job easier?
Lower cost
• What would increase the likelihood for you to
purchase sandwiches from another company?
Offers better taste, prices, service

16. • What creates an issue when you purchase food?
Timeliness & Cost
• What are the difficulties you face in the food
industry?
Poor Service, Lack of tasty food, No halal
• What risks do you fear in the food industry?
Sanitation, Constant rise in food prices

17. Detailed Analysis
What do you expect to gain when
you buy food?
1 Quality & Quantity
2 Tasty Food, Value for Money, clean
3 Great Taste, money worth, (plenty)
4 A reasonable amt of food that is reasonably priced
Food that is properly cooked and prepared
Healthy and tasty
5 Good taste, quality of food
6 tasty, appealing in appearance
7 Money’s worth, healthy
8 Fresh, tasty, healthy food
9 Great value, properly cooked
10 Plenty for money

18. Which is most important?
1 Quality
2 Value for money
3 Money worth (plenty)
4 Food that is properly cooked and prepared
5 Quality of food
6 Tastes
7 Money worth
8 Tasty
9 Great values properly cooked
10 Plenty for money

19. Which savings would make you most
happy?
1 Money
2 Money
3 Time
4 Time
5 Money
6 Time
7 Time
8 Money
9 Money
10 Time

20. What are you pleased with in the
current Fast food outlet (Boomers &
Subway)?
1 Subway – quality & deals
2 Subway & boomers location and variety
3 Subway- value for money
Taste yes fast food
Service exceptional
Choices
Bommers- never tried
4 Healthy fresh meals
5 Subway fresh vege & tasty
6 Subway had managed to maintain their standard since coming to Trinidad
7 Subway – great taste
Boomers- tried once and didn’t enjoy it
8 Subway- clean and fast service
Boomers- different types of bread
9 Different choices to choose from
10 Both have variety of choice

21. What would make your life or job
easier?
1 Faster service
2 Faster service and lower cost
3 Lower cost
4 Lower Cost
5 faster services
6 Faster service & lower cost
7 Lower cost
8 Both
9 Lower cost
10 Faster services

22. What would increase the likelihood
for you to purchase sandwiches from
another company?
1 Difference in variety lower cost, better quality, difference in
dining or overall experience.
2 Lower cost and better taste
3 If the taste is not as you expected
If the other company offers more for money
If the other company offers complementary stuff
4 Choice of condiments is greater
5 Better quality and if the service is better
6 if it offers a better variety of sandwiches and a cheaper price
7 Once it offers more for your money
8 Better taste and price
9 Convenience, faster service
10 Better eating experience, friendly service

23. What creates an issue when you buy
food?
1 The time it takes to get food ordered it usually
creates an issue
2 Timeliness and Cost
3 The amount
4 Timeliness
5 Timeliness
6 Timeliness- there Is usually a long waiting period
7 Cost
8 Timeliness
9 Timeliness waiting for long to get food
10 Cost and timeliness

24. What are the difficulties and
challenges you currently face in the
food industry?
1 Poor service overall
2 Bad customer services
Little portions for large price
Waiting in long lines
3 Value for money
Service
Halal/yes. It must be ordained by an accredited body
4 Poor service lack of healthy tasty food
5 Poor service
Not getting what they tell you for your money
How long you have to wait in line for your stuff
6 Quality in the form of presentation
7 Taste or lack of taste in food
8 long waiting periods or lines when purchasing food
9 Food that is not halal
10 Having to wait long to order food

25. What risks do you fear in the food
industry?
1 Unsanitary condition, constant rise in food prices whilst
standards fail to match
2 Financial- prices always rising
3 Sanitation
4 Buying from an unclean place
5 Social
6 Financial, health risks
7 Unsanitary places
8 Increasing food prices all the time
9 Unhealthy food places
10 Uncooked or not properly cleaned

26. END