FINDING TIME FOR EVIL CZECHEvil Czech Brewery & Pub Market Research Project

MR Mavericks

MEET THE TEAMMR Mavericks

Established in 2015 by founder James WilkieOffices in 15 cities, 13 countries Bringing together 85 years’ worth of experience

Previous JW Chen’sClients Vandelay Industries

Enron

Patrick Bartoli Samuel ChanKevin SalatNicole StarkNathan Troscinski

CLIENT BACKGROUNDTwo locations

● Culver● Mishawaka

Corn Dance affiliateCraft Beer, sold in-house and canned Unique Specials

MANAGEMENT PROBLEMS1. College-aged students are not coming to ECB. Specifically, ECB

does not know how to promote within college campuses, specifically Notre Dame.

2. ECB is primarily a brewery, but they want to ensure that all guests, regardless of age, are comfortable coming to ECB to dine.

3. ECB wants to stay ahead of the curve through a new mobile app. However, they are not sure what attributes make up a successful app and what promotion will get customers to download in the first place.

RESEARCH PROBLEMSHow can ECB:

1. Attract a younger crowd (ages 21-24)? This includes how to connect with college campuses (e.g. Notre Dame).

2. Ensure that all age groups feel comfortable coming in to eat? This includes families with children and mixed groups (parties that have both under- and over-21).

3. Maximize the success of its new mobile app? How can it encourage people to download and use the app?

HYPOTHESIS

ECB’s challenges are due to lack of brand recognition. Students will show interest in ECB if exposed to promotion (in which the new app can play a critical role).

SECONDARY RESEARCHExploring ECB Customers & Industry

Notre Dame PopulationMedian Age 20.5

Beer Consumers29% of 25-34 yr olds drink craft beer37% of 22-24 yr olds drink non-craft beerBoth seek familiarity when trying new products

SOURCE: NIELSEN PRIZM®

SOCIAL MEDIA POLL

Score n

Facebook 4.4 / 5 350

Yelp 3.5 / 5 99

TripAdvisor 4.5 / 5 60

Majority of reviews from non-Notre Dame community

SECONDARY RESEARCH

ECB as Full-Service Restaurant Industry

Farm-to-Fork philosophyShifting consumer preferences

Microbrewery & BrewPub IndustryAnnualized revenue growth of 19.0%Projected growth of 7.4% to 2019

Consumers have gravitated toward the industry’s attention to detail, range of styles, quality of ingredients, high degree of expertise, and overall freshness.SOURCE: IBISWORLD

KEYS TO SUCCESS

1. Establish brand name and visual identity (logo, labeling, advertising)

2. Control distribution networks

3. Innovative and offbeat marketing, branding, and packaging to differentiate craft beer from corporate brands

4. Effective quality control, as quality and taste are key competitive factors

MORE QUESTIONSQualitative Research Needed

1. Does ECB effectively market their qualities as a craft brewery?

2. What preconceptions do people have of ECB?3. Does ECB have a good brand and creative packaging?4. Which app features/promotions would encourage

people to use the app?

QUALITATIVE RESEARCHFocus Group

Rationale: age diversity, more representative of student body

Composed of: 9 students fr/so/jr/sr/grad

QUALITATIVE RESEARCH

Key Findings:

Evil Czech Brewery name biases Car access not much of a deterrent Less health conscious when eating out If it ain’t broke, don’t fix itApp usage patterns (one-time use)

MORE QUESTIONSQuantitative Research Needed

1. Is the “under 21” demographic worth pursuing?2. What are the associations with “Evil Czech Brewery”?3. Is ECB out of college student’s price range?4. Which characteristics of ECB do people most like?

QUANTITATIVE RESEARCHOnline Survey

1. Is it worthwhile to market on campus?2. How is it best to market to students?3. Is current marketing effective? Do

impressions change after visiting ECB?

SURVEY SUMMARY

NUMBER OF QUESTIONS: 57

PARTICIPANTS: 86

GENDER n % Male 34 39.5 Female 51 59.3 Other 1 1.2 RESIDENCE n % On campus 67 77.9 Off campus 21 22.1

AGE n % 21 & over 27 31.4 Under 21 59 68.6

QUANTITATIVE RESEARCH

Is it worthwhile to market on campus?

Students with cars are more willing to eat out and order craft beer

Willingness to spend at a bar: $10-12Willingness to spend at sit-down: $17ECB spend range: $11-30

Probably not a worthwhile market to pursue

Special promotions during large events with alumni, parents, faculty & staff

SOURCE: QUALTRICS, YELP

QUESTIONHow much are you willing to spend at different types of restaurants?

TESTOne sample t-testTest Value: $20.50 (ECB average)

RESULTS

Mean Sig.Bar 11.78 0.000Sit-down 16.34 0.000

Meals at ECB are too expensive

QUANTITATIVE RESEARCH

How is it best to market to students?

What words do respondents favor most?(1) Quality (2) Handcrafted (3) Value

Is there a gender or age difference?Males are willing to order craft beer and drink alcoholic beverages more often

Perception of breweries are more positive for respondents aged 21 and up

SOURCE: QUALTRICS

QUESTIONDo different genders prefer particular words more than others?

TEST Independent samples t-testGrouping Variable: Gender

RESULTS

Mean (M) Mean (F) Sig.Brewery 4.15 3.67 0.033 Farm-to-Fork 3.62 3.75 0.598 Handcrafted 3.91 4.16 0.187 … … … … Patton pilsner 3.44 2.96 0.016

CONCLUSIONSStatistically significant differences in: spending at fast food, willingness to order craft beer, frequency of drinking and impressions of the following terms: value, brewery, beer, poutine, schnitzel, patton pilsner

Men like “Beer”

QUANTITATIVE RESEARCH

Is current marketing effective?

Respondents who have visited ECB like menu item names, promotions, and ECB phrases more than those who have not.

What is most important for customers?

QUESTIONDoes going to ECB affect respondent opinions of ECB related phrases and menu items?

TEST Independent samples t-testGrouping Variable: Gone to ECB (Y/N)

RESULTS

Mean (Y) Mean (N) Sig.Taco Tuesday 4.15 3.67 0.033 Hangover Brunch 4.21 3.04 0.000 … … … … Lucky Dog Ale 4.26 3.61 0.021

CONCLUSIONSRespondents who had gone to ECB had statistically significant higher values in multiple categories and lower values in frequency going to bars.

Customers get ECB’s quirkiness

(1) High Quality(2) Creative Menu(3) Value(4) Convenience(5) Atmosphere

SOURCE: QUALTRICS

EVIL CZECH BREWERY NAME ASSOCIATIONS

Respondents who have gone to ECB

Respondents who have not gone to ECB

EVIL CZECH BREWERY NAME ASSOCIATIONS

CONTINUING RESEARCHThe Mobile Question

MANAGERIAL IMPLICATIONSRecommendations for Evil Czech Brewery

College students are ‘cheap’“More tacos, fewer drunk geeks”“Gimme stars”If it ain’t broke, don’t fix it

QUESTIONS?Thank you.

MR Mavericks