“How can research give you more profit?“

OUR PERSPECTIVE

Many companies spend money on research rather as a drunk man uses a lamp post – more for support than illumination!
My aim is to use research to illuminate the scene and provide solutions on the way ahead.

MY BACKGROUND

I studied market research as an undergraduate and applied it to my jobs in fast moving consumer goods marketing with brands like Ski yoghurt and McVitie’s biscuits.
During my time as Marketing Director at Berni, with 400 steakhouses, we received the Catey Award for the top group marketing campaign, largely underpinned by research undertaken by my team.
I am a member of the Market Research Society and a Fellow of the Chartered Institute of Marketing.
This foundation in research was the bedrock of the consultancy service I offered my retail and hospitality clients at Business Blueprints.

THE DIFFERENCE?

The major factor which separates us from “pure” research agencies is the experience of turning research findings into practical solutions for hospitality businesses, that work.

TECHNIQUES

Before recommending any research activity our focus is on working with our client, to define the problem we seek to solve. This often means conducting an analysis of performance data like average spend, occupancy and margins to help identify areas for improvement.
This exercise in itself, which we call “GUEST JOURNEY 360” can often generate outcomes which lead to immediate action.
If further investigation is required we then turn to one of the techniques below.

Again our unique selling proposition is that we are able to benchmark results against those from previous clients in hospitality and provide practical recommendations, based upon experience.

GUEST   SURVEYS

Purpose: These are structured questionnaires usually conducted during the visit to capture representative feedback on satisfaction, expectations and behaviours. Our well designed surveys  help identify what attracts different customer segments, which channels they prefer for booking or communication and which services they value the most. 
By quantifying preferences and pain points surveys allow us to “spot the gaps” between what guests expect and what they experience.
As former operators, we focus on questions that drive actionable outcomes rather than vanity metrics.

Typical cost: £2000 – £3000 dependent on sample size

FOCUS GROUPS

purpose: These bring together 8 to 10 customers (or potential customers) together – either in person or online to discuss their experiences, perceptions and expectations in depth. They provide rich, qualitative insight so you understand the “why” behind behaviours. In-person groups allow easy discussion, capture non-verbal cues and support immediate follow-up questions.
Focus groups are particularly powerful for restaurants because dining is so experience driven. Results can help refine concept and decor, choose the right target audience,  test menu items and get feedback on marketing and social media.
Again, our background in operations  help findings become actionable outcomes.

Typical cost: £4000 for two focus groups, including incentives to respondents and venue hire if appropriate.

MYSTERY VISITS

purpose: A mystery visit involves a trained evaluator posing as a regular customer to experience the entire service journey.
They use a structured checklist and narrative notes to assess service, product and compliance against your brand standards.
This checklist is always client approved.
By identifying strengths and weaknesses, businesses can raise standards, boost guest satisfaction, increase repeat business and build a positive reputation.
We were responsible for the creation and operation of the mystery visit programme for all of JD Wetherspoons 800 pubs and can provide valuable benchmarks against your results from other restaurant groups. 

Typical costs: £120 per visit, excluding meal.
(The meal is normally specified by the client.)

SESAME SEGMENTATION

Purpose: this is the route to “open the door“ to understanding your customers, the messages you need to send them and the medium most appropriate for those messages.
Based on the survey results, this unique analysis identifies guest segments based on behaviour, demographics and value modes from Maslow’s hierarchy of needs.
This provides a very clear picture of the steps to take to drive loyalty, repeat visits and profitability.

Typical cost: £1200 in addition to survey.

GUEST JOURNEY 360

This is an analysis of your business based on desk research. We look at key performance indicators such as average spend, menu profile segmented into stars, dogs, puzzles and anchors, restaurant occupancy, prime costs and operating margins.
On the basis of past experience we would be able to provide an early indication of areas for further analysis and even remedial action.

Typical cost: £1000 – reimbursed if further research is agreed.

CONCEPT DEVELOPMENT

For clients who have an idea to open a new restaurant concept, we can provide all the tools and techniques necessary to take the idea from the imaginary state to a fully specified operating restaurant.
From branding, menu development, interior decor, kitchen planning, staff selection and training and acting as understudies in the post opening period, we have all the bases covered using the experience of the many concepts we have already developed and operated.

Typical cost: each project is different and would be costed individually.

Business blueprints – Insights leading to profit – Guaranteed!