Small Business Market Research Audit/Strategy Recommendations - DOGZ Bar and Grill, Belmont Shore,...

Presented To: Vince Zavala, Manager DOGZ Bar & Grill

From: Zachary Figueroa, Biola University

Les Harman III, Biola University Crowell School of Business December 6, 2011

Marketing Research Report

5300 E. Second Street Long Beach, California 90803 (562) 433 - 3907

Executive Summary DOGZ Bar and Grill is a privately owned, small sports bar and restaurant in the 2nd Street Belmont Shore neighborhood of Long Beach, California. Prior to this project, management had not conducted market research but has a increasing desire to learn more about the customers that they have and how to market DOGZ’s services to them. The business would like to explore how customers hear about DOGZ, what is their overall impression of the location, customer preferences in regard to the menu and food quality, and ways in which they can improve. Other issues discussed later in this report include customer perception and preferences in regard to how DOGZ could implement advertising and marketing practices to further increase customer traffic and new customer trial. Many of the expressed issues have been compiled into various research objectives that guided the initial study and helped in preparing the final customer feedback survey. The finalized research objectives are as follows: Final Research Objectives:

A. Address customer service discrepancies expressed by customers B. Explore new ways of marketing, advertising, and brand awareness C. Find out effective ways of bringing in customers during lunch hours D. Explore what specials/promotions are important to customers E. Find out what customer would like to experience when coming for the Saturday/Sunday

breakfast F. Identify areas of High Importance and Low Satisfaction in customer G. Improve overall customer experience and perceived value

The above research objectives were obtained through a process that began when a compilation of secondary research about the company, its history, location, and perceived customer perception. Beyond secondary research, the process entailed primary research of 14 current customer and employee interviews, as well as an onsite focus group that involved 5 customers. The research culminated in the administered customer feedback survey that garnered 113 used responses. These response were collected by employees of DOGZ over the course of a 2-‐week period. It is integral to disclaim that the respondents to the survey were not part of a random sample of individual but current customers that were onsite and moderately incentivized. Exploratory Research Prior to in person interviews, the focus group, or the final survey secondary research was conducted in order to gain further knowledge about the industry, local market, history of the business, current trends, and the customer base that necessarily affects DOGZ Bar and Grill. Customer interviews, a focus group, and the final survey were developed. The survey was then distributed, collected, and the final data was compiled in this report.

How the Survey Was Administered The employees and management of DOGZ Bar and Grill administered the customer feedback survey. Once each survey was completed and collected by the DOGZ staff they were placed in a provided box. At that time each respondents was able to take advantage of the offered incentive which included $2 off the order amount Significant Findings

Of the 113 respondents, 52 (46.0%) rated their overall satisfaction with DOGZ Bar and Grill a 10 out of 10 with a mean overall satisfaction of 9.11.

Out of 101 respondents, 85 (84.2%) Agree on some level that if DOGZ served beer pitchers during sporting events that they would definitely purchase them (Figure 9).

Of the 103 respondents, a total of 60 (58.3%) Agree on some level that DOGZ should offer more Hamburger options (Figure 21).

Of the 113 respondents, 83 (35+30+18) (73.5%) agree on some level that DOGZ needs to promote its Saturday and Sunday Breakfast brunch.

72 of respondents did not know that DOGZ posts its specials on it Facebook Page.

Major Recommendations

DOGZ should implement the sale of beer pitchers during sports games as a new drink promotion (Figure 9 and 10).

The results indicate that DOGZ may want to examine its food items and conduct a food quality audit in order to enhance customer perception (Figure 19).

DOGZ might want to consider the addition of more hamburger options to encourage purchase (Figure 21).

DOGZ might consider implementing a more consistent and active Social Media Marketing Campaign in order to interact with customer. This might also translate into an advertising campaign to include Facebook and Search Engine Optimization advertising in order to draw new customers to their Facebook Page. (Figure 36-‐37)

General Areas For Further Research:

It might be good to further research customer perception to DOGZ food portions, and additions to meal sides offerings, and exactly which type of hamburger addition would be valuable.

DOGZ could do an entire survey on its beer/spirits menu in order to grasp more comprehensively where changes could be made to enhance customer value.

It could be suggested that DOGZ need to conduct a separate customer feedback survey of its take out counter in order to comprehensively gather customer perceptions of that service.

I. Background The purpose of this research project was to find solutions to potential and existing issues that were identified firstly through the secondary research and then primary research of the business. Furthermore, the goal of this research study was to identify current perception in regard to promotions and specials; finding ways that the business might improve and expand its advertising efforts. This was the first time since the business’ opening in March of 2011 that formal market research was conducted. Owned by Long Beach resident Norm Turley, DOGZ Bar and Grill is located at: 5300 E. Second Street Long Beach, California 90803 (562) 433 -‐ 3907 The specific location where DOGZ is located has been hindered by a history of past tenants that have failed to assimilate into the local community. DOGZ has sought to be to change the perception of the local community and rebuild the reputation of the location with the addition of a casual family/locals-‐oriented restaurant and bar. In competition with many other larger and long established bars in the historic 2nd Street District, DOGZ has done quite well in its integration into the community and establishing itself as a business with great potential. Although opening to mixed reviews, DOGZ has worked in its first months to improve menus, build its bar offerings, and rebuild past reputations. Primarily offering Hot Dogs, the business has sought to expand menu offerings and offer an array of unique promotions to further enhance customer experience. As DOGZ continues to establish itself the community it will increasingly have to convey value to customers, secure consistent quality, and promote their efforts. With an apparent loyal customer base, DOGZ has the opportunity to leverage feedback into helpful recommendations to improve overall satisfaction. This research will point out areas of improvement and satisfaction; along with helpful marketing ideas to increase DOGZ’s presence in the local market.

II. Discussion of the Primary Problems In any research effort it is integral to identify areas of weakness or inconsistency for the purposes of improvement upon such areas. Establishing primary problems allows the researcher to ask more applicable and direct questions in interviews and focus groups, finally applying such research into the final customer feedback survey. Furthermore, these exploratory problems work to establish the overall value and final recommendations for a client. Prior to research being conducted identification of these key problems helped influence the process: Management is currently unaware of definitive customer perception and overall satisfaction

Customers have agreed on an overall increase in customer service: wait time, greeting upon entering, attentiveness to need, and commitment to each party, speed of service. However, the client is relatively unaware of the overall perception and satisfaction of customers beyond the most loyal that convey this information and the relatively unreliable reviews on third party review websites like Yelp© and Urbanspoon™. In an effort create a sense of customer loyalty, the client must understand what exactly influences customers back into the location and more importantly what is deterring customers from coming back.

Management needs to identify customer perception in regard to current and potential promotion strategies

The study will work to explore areas of marketing strategy and promotions to encourage customers to come in. They have a loyal base of customers and would like to identify ways that they can leverage their current customers to further their brand growth. Also, their core services are not currently promoted consistently so that customers know exactly what is available. This notion is primarily in regard to their Saturday/Sunday Brunch and weekday lunch promotions. In regard to the addition of new promotion strategies, the survey will help to understand customer opinion on the integration of beer pitchers during sports games and a percentage discount to employees of local 2nd Street workers.

The business seemingly is failing to attract a consistent lunch and brunch customer base

As with many restaurant businesses it is difficult to attract customers consistent with all their open business hours. Increasingly successful with attracting their dinner and sports games crowd, DOGZ should take the opportunity to examine their offerings, where they

could be improved, and how better to promote them in order to encourage customers. Through survey question and resulting statistical data, it may be shown what ways DOGZ could do this based on direct customer suggestion.

Apparent from mixed some mixed review sources, management needs to confirm customer perception in regard to food quality and menu offerings; allowing for additions based on expressed customer feedback

Directive customer feedback is essential to the growth and strengthening of any business. Being newly opened, DOGZ has the opportunity to really assimilate into the local cultural and work to meet customer needs and wants. All suggestions, additions, and comments should be considered if DOGZ is to live up to its initial goals of rebranding the location’s perception. Understanding what customers do like and dislike will aid in the decision making process as DOGZ moves further. In an effort to remain relevant and win over new customers the business must be accepting and agile in their implementation of new strategies and progressive actions. The survey and the resulting report will be jumpstart information so that DOGZ can better understand its customers.

III. Research Objectives Research objectives are the specific areas of study that the final survey and this report purposes to address. Throughout the initial research process these have changed in order to accommodate for newfound information from customer, employee, and management interviews; along with the focus group findings. The following are the initial research objectives that were identified at the beginning of the research process in addition to the final objectives that were used in the development of the customer feedback survey. Initial Research Objectives These were the areas of study that were first identified. They have since been revised to reflect further research and development.

A. To address some expressed reservations in customer opinion B. Explore areas of failed marketing strategy and implement new effective marketing

strategies C. Examine product quality and increase perceived value D. Implement more focused branding and awareness strategies E. Address issues of complaint from customers and improve overall ratings

Final Research Objectives

After becoming more knowledgeable of the client, market, and customers the final objectives reflect a more targeted approach to the customers that already come into DOGZ and the ones they hope to garner in the near future. These guided the development of the final customer feedback survey. Furthermore, these will guide and translate into the major findings of the survey results later outlined in this report.

A. Address customer service discrepancies expressed by customers B. Explore new ways of marketing, advertising, and brand awareness C. Find out effective ways of bringing in customers during lunch hours D. Explore what specials/promotions are important to customers E. Find out what customer would like to experience when coming for the Saturday/Sunday

breakfast F. Identify areas of High Importance and Low Satisfaction in customer G. Improve overall customer experience and perceived value

IV. Research Methodology This portion of the report necessarily documents the resources and process utilized in gathering secondary and primary research for the final customer feedback survey in an effort to establish credibility of the research objectives and survey content. This initial research guided the subsequent findings, conclusions, and recommendations of the report.

A. Secondary Research Prior to in person interviews, the focus group, or the final survey secondary research was conducted in order to gain further knowledge about the industry, local market, history of the business, current trends, and the customer base that necessarily affects DOGZ Bar and Grill. Articles Reviewed Article #1: “EVO Out, DOGZ In” Darcy Richardson, Editor. The Long Beach Gazette February 7, 2011. Viewed 9/20/11. The Article outlined the demise of the previous occupants (EVO Lounge) of the location and examined the process by which DOGZ Bar and Grill came to open. It focuses on the city’s increasing involvement in the business launching process and the regulations that have been levied on not only DOGZ but also other restaurants throughout the city. Article #2: “Despite Denials, DeLong Pushing ABC to Restrict 2nd Street Bars” Dave Wielenga. Greater Long Beach June 27, 2011. Viewed 9/21/2011. The article examines the increasing tension between city officials, local business owners, and residents. City Councilman, Gary DeLong’s comments on the state of the bar/entertainment segment of Long Beach’s restaurant industry. The article reveals DeLong’s agenda to “clean up” the local bars and implement more restrictions on noise, disruption, alcohol distribution, and new businesses. It explores the heated debate mounting in the seemingly small historic district of Belmont Shore. Article #3: “DOGZ Gets its Day on Second Street” Ashleigh Odland. The Long Beach Gazette April 20, 2011. Viewed 9/20/2011. The article provides an initial community response to the opening of DOGZ Bar and Grill and gives an overview of the location and its offerings. It provides quotations form owners Norm Turley and Rod Forntino. Article #4: “Fight Spurs DOGZ to Adopt New Dress Code” Nancy Wride, Editor. Long Beach Report August 8, 2011. Viewed 9/20/2011

The article reports on an incident that recently occurred at the location on August 7, 2011. The incident was regarding a bar fight that broke out due to dress code of patrons. The report outlines some key issues, which bars and local restaurants must deal with in regard to their patrons. This report shows that the incident has led DOGZ to implement a dress code for patrons in order to eliminate potential issues. Article #5: “Yelp vs. OpenTable -‐ where should restaurants spend their marketing dollars?” Tomer Molovinsky. FoBoh – The Restaurant Network August 3, 2009. http://fohboh.com/forum/topics/1411008:Topic:317455 Viewed 9/21/2011. The Article draws attention to key elements of the ratings system for Yelp and then popular OpenTable. Recently, amends to the article show that OpenTable has decreased substantially. Yelp; however, has flourished into one of the premier restaurant rating websites. Article #6: “Thinking About “Review” Sites” Kathy E. Gill. The WiredPen September 20, 2010. http://wiredpen.com/2010/09/20/thinking-‐about-‐review-‐sites/ Viewed 9/22/2011. The Article attests to the advantages of review sites. It documents web traffic reports and how restaurants can especially benefit form customer feedback that is freely offered. Also, the shear numbers in regard to traffic to the top review sites show that they are something restaurant owners must take seriously. Websites Reviewed Website #1: http://www.DOGZbarandgrill.com/ Main business website documenting location, history, menus, contact information, and photo gallery. Website includes links to social media (Facebook page) and documents key differentiations of their business Website #2: Facebok. http://www.facebook.com/DOGZbarandgrill Facebook fan page documenting their social media marketing efforts. Currently, the page has 626 “likes” and has links to main the main website as well as their Twitter page. Somewhat consistent content but lacks clearly defined social media marketing strategy. Website #3: Wikipedia. “Chicago-‐style hot dog” http://en.wikipedia.org/wiki/Chicago-‐style_hot_dog The online encyclopedia entry documents key aspects of a “traditional” Chicago-‐style hot dog. As the expressed product of DOGZ Bar and Grill, understanding of the Chicago Dog is integral to product development and quality assurance.

Website #4: Yelp. http://www.yelp.com/biz/DOGZ-‐bar-‐and-‐grill-‐long-‐beach Yelp.com documents customer reviews of the location, atmosphere, staff, product, and price. The site provides a rating report for overall likeability of the establishment and also provides basics information regarding the establishment’s location, offerings, price, etc. Website #5: Urbanspoon. http://www.urbanspoon.com/c/20/Orange-‐County-‐restaurants.html Urbanspoon is one of the fastest growing premier restaurant rating websites that caters to the more quality inspired restaurant customer. It seeks to promote gourmet and trend setting locations. The website documents customer reviews and overall opinion and compiles results in a simple rating on a 0-‐100% scale. Without a listing on Urbanspoon, DOGZ could potentially missing out on a more astute customer demographic that values unique and innovative restaurant concepts.

B. Interviews This section shows both negative and positive customer feedback gathered from in person interviews with employees, management, and current customers of DOGZ Bar and Grill. These seek to identify key problems from tangible sources and first hand accounts about DOGZ perceived value. Based on these in person interviews respondents were able to offer personal feedback, suggestions, and comments for improvement or praise. Professional Interview #1: Face-‐to-‐Face Interview. This person is relevant because he is the General Manager of DOGZ and the primary contact for this research report. Relevant Findings:

DOGZ has not done any real aggressive advertising or marketing since opening in March Wants to find out what customers think about DOGZ Find out what people think of the Saturday/Sunday Brunch Wants to find out how people feel about the customer service Use this as a way to begin implementing more strategized employee processes.

Professional Interview #2: Face-‐to-‐Face interview. This person is relevant because he is a server/bartender at DOGZ: 10/7/2011 Relevant Findings:

Not all the servers pull their weight when working. Customers need to know about specials

Professional Interview #3: Face-‐to-‐Face interview. This person is relevant, because she has been an employee since DOGZ has opened and is rated on the best among customers: 10/7/11 Relevant Findings:

Thinks that the employee discounts for 2nd Street workers needs to be publicized. Wants better marketing for the Saturday and Sunday morning brunch times. Need to tell customers about the take-‐out options.

Professional Interview #4 Face-‐to-‐Face Interview. This person is relevant because she is an employee of DOGZ. Relevant Findings

Didn't know that there was previously discounts for 2nd Street employees, but there should be one that is consistent and advertised

Loves working for DOGZ Thinks the food, atmosphere, and business is getting better with time Other servers need to be trained/tested more on drinks, promotions, and menu

offerings.

Customer Interview #1: Face-‐to-‐Face interview. This person is relevant because it was his first time into DOGZ and had come in because of a friend’s recommendation and the lunch special: 10/7/2011 Relevant Findings:

Would like to have beer pitchers, Tecate Beer, and more promotion about the lunch specials.

Better buns on the Hot Dogs Customer Interview #2: Face-‐to-‐Face Interview. This person was relevant because he come into DOGZ to watch sports games and have beer/food with his friends: 10/7/2011 Relevant Findings:

The customer would like to see more unique burger options. Wants better information on the website about the sports schedules/events. DOGZ needs better ways of communicating promotions and specials to customers

Customer Interview #3: Face-‐to-‐Face Interview: This person is relevant because they came in because of their friend’s recommendation: 10/14/2011 Relevant Findings:

Better seating for families Better customer service Didn’t know about take-‐out

Customer Interview #4: Face-‐to-‐Face interview. This customer is relevant because she comes in with her kids for lunch and initially came because she saw it from the street: 10/6/2011 Relevant Findings:

Needs family specials on hotdogs Better way of marketing the take-‐out options Would like to see offerings for party-‐type offerings for kid’s sports teams.

Customer Interview #5: Face-‐to-‐Face interview: This customer is extremely relevant because interviewed after the focus group; he is a local Belmont Shore resident that comes in every day: 10/14/2011 Relevant Findings:

They need a clear marketing strategy Better seating arrangement Employee commitment; a structured employee code of conduct and defined, consistent

customer service. Customer Interview #6: Face-‐to-‐Face Interview. This person is relevant because he is President of the Long Beach City Council that presided over the council that approved the license for DOGZ: 10/14/2011

Relevant Findings: Really likes the integration of DOGZ into the community Wants more participation in city activities to market the location and promote it Thinks the interior should be a little better organized, more quality to reflect the

commitment Customer Interview #7: Face-‐to-‐Face Interview. This person is relevant because he is a friend of the General Manager of DOGZ and came in because of the recommendation: 10/13/2011 Relevant Findings:

DOGZ needs better customer service More attention from waitresses/bartenders Employee commitment/dedication

Customer Interview #9: Face-‐to-‐Face interview. This customer is relevant because they live locally and bring their dog after going to the dog beach: 10/14/2011 Relevant Findings:

Need to promote that dogs can go on the porch at DOGZ Promote so DOGZ can become part of the dog community in Belmont Shore

Customer Interview #10: Face-‐to-‐Face interview. This customer is relevant because she is a server/bartender at DOGZ: 10/7/2011 Relevant Findings:

Less specials so that the servers can keep track of them Belmont Shore worker discount

Customer Interview #11: Face-‐to-‐Face interview. This customer is relevant because he has come in at lunch at during sports games: 10/7/2011 Relevant Findings:

Customers need to know about table speakers to hear games and about the juke box Music needs to be lower the focus needs to be on sports No greeting when they walked in

Customer Interview #12: Face-‐to-‐Face interview. This person was relevant because the frequent DOGZ on Saturday nights: 10/15/2011 Relevant Findings:

They need to get rid of the clutter and fix some broken areas They need to reorganize their bar it looks like a mess Each bartender needs to make consistent drinks – know the menu

Customer Interview #13: Face-‐to-‐Face interview. This person is relevant because they brought their friends after work: 10/14/2011 Relevant Findings:

Customer service was very slow Need to know about specials Like that its inexpensive beer/drinks

C. Focus Group The focus group seeks to provide an open environment where customers of DOGZ Bar and Grill can freely respond to questions and freely account their experiences at DOGZ. The format allows participating customers the ability to provide valuable feed in the group setting that can be more comfortable and less intrusive. While each could be interviewed individually the focus group process makes for an environment that encourages participants to be honest and feed off one another’s answers. The focus group was conducted on Friday, October 14th, 2011 at the DOGZ Bar and Grill location in Belmont Shore. A table was set for participants in the back dining area of DOGZ. Lunch was provided for each of the participants and after the lunch portion the focus group was conducted. There were a total of 5 participants. Relevant Findings

Customers unanimously agree on an overall increase in customer service: wait time, greeting upon entering, attentiveness to need, and commitment to each party, speed of service.

All participants approved the quality of the food and found no significant lack in the menu variety.

Would like to see more burger options The seating was ominous and needed to be configured for bigger parties The flip menus need to be taken down Servers need to know the specials and promotions Dedicated Sports nights were of interest – Kings Hockey Night, Angels Baseball Night,

Ducks Hockey Night, Lakers Night, etc. More promotions, advertising, and marketing.

The focus group revealed that the overall food quality is rather acceptable and rated above some of the websites that allow anonymous comments. The process did show that there was a lacking in consistent customer service. Furthermore, the location does need a better approach of notifying the local community and its customers. Its take-‐out area and Saturday/Sunday Brunch offerings are seriously lacking in their awareness.

D. Survey Respondents This sections purposes to identify exactly who filled out the final customer feedback survey. Based on the relevant findings listed above from the secondary research, customer interviews, and the focus group the final customer feedback survey was created and administered to customers of DOGZ Bar and Grill. Current customers at the DOGZ location were asked to participate in this survey in order to gather feedback because DOGZ can further establish its business through continual encouragement of its loyal customer base to participate and feel valued. This process also contributes to DOGZ effort to gather information about new customers in order to insure customer service and invest in its brand management and marketing.

E. Data Collection Method This section identifies when, where, and how the customer feedback survey was administered and why. When The customer feedback survey was administered and collected between November 4th, 2011 and November 14th, 2011. This time allowed for the survey to circulate over the course of two weekend periods, which are typically the busiest times for DOGZ. Also, this allowed for proper preparation of the survey throughout the months of September and October but also leaving time for the data analysis and the finalization of this report. Proactive in their approach, DOGZ was able to receive surveys during many of their already established promotions including their popular Monday Night Football and Jägermeister® events. Where Surveys were gathered only at the DOGZ Bar and Grill location in Belmont Shore. Customers seated either at the Bar, Patio, or Dining area were asked to fill out a response survey at some point during their visit. How The employees and management of DOGZ Bar and Grill administered the customer feedback survey. Once each survey was completed and collected by the DOGZ staff they were placed in a provided box. At that time each respondents was able to take advantage of the offered incentive which included $2 off the order amount and on some nights a free shot of Jägermeister®. Why The researcher did not participate in the survey collection due to time and distance issues; however, the techniques and process implemented allowed for an acceptably large sample size. The processes and incentives allowed for complete anonymity in the survey completion and data collection.

F. Sampling Process Despite the relatively large sample size of 113 used customer feedback surveys of DOGZ Bar and Grill, it can shown that this is only a small representative of the entire customer base (population) that comes into the place of business. Because of the exploratory nature of this research analysis it is of the utmost importance to understand that this was not a random sample, with limitations in its statistical reliability. Since a random sample was not utilized, a non-‐probabilistic (does not use random listing) method of surveying was implemented meaning that any customer of DOGZ Bar and Grill who was present and willing was given the opportunity to complete the survey. The following formula can be used to determine the optimal of customers to be randomly surveyed given the desired confidence level (z) and allowable level of error (E). Being that a convenience sample was gathered of willing respondents that totals 113, this formula necessarily allows for the calculation of the resulting level of confidence and allowable error the survey data contains. Once again this was not a random sample, these calculations are not inerrant and are only to represent approximations for the purpose of process documentation. Sample Size Formula: N = Sample Size Z = Confidence Level P = Population E = Allowable Error

N = Z2 P 1 -‐ P

E2

Formula with Known Variables N = 113 Z = 90% or 1.65 P = 50% or .50 E = 0.0776 or 7.76%

113 = 1.652 0.5 1 – 0.5

E2

Formula Explanation Given the sample size of 113 respondents, it can be said with 90% confidence (z) that the numerical responses (means, standard deviations, percentages) will be within +/-‐ 7.76% of allowable error. Again this is only an approximation

G. Data Analysis SurveyPro 4 was used in the creation, data collection, analysis, and report compilation for the entire research process. This research program allows the user to design the survey, input completed survey data, view statistics, and compile graphs making the final report concise, easy to read, and relevant to the final recommendations. Statistical Tools and key Terms Summary Text: The summary text is the compilation of statistical results and data collected through the survey answer entry. It provides means, counts, standard deviations, and percentages for every question in the numbered data entry survey. It is a comprehensive numerical presentation of the survey data that will be further discussed in the Major Findings. Means: Mean are the statistical equivalent to averages. As such means are present throughout this project and are the average answers of the survey questions from the respondents. Means are found in the summary text as well as the charts and graphs in the Major Findings section. Standard Deviation: Standard deviation is used throughout the statistical analysis in an effort to show the diversity and variety of the respondents’ answers to a given question. It reveals how closely actual answers that were given by customers are to the mean, which is helpful because it allows researchers to know how reliable and accurate the mean is, even if the mean was not directly effective in highlighting high/low results. For example, if 5 customers rated overall satisfaction a “10” and 5 others rated it a “9” the standard deviation would be very low because respondents were relatively similar in their answers. However, in this same scenario if 5 of the respondents rated overall satisfaction a “3” and then the others “10” the standard deviation would be rather large, thus reflecting that respondents were not consistently similar. Cross Tabulation: Cross tabulations allow the researcher to take one question and compare how respondents of that question answered another question. For example, questions in the Major Findings that are cross tabulations look similar to something like this: “If DOGZ served beer pitchers during sports games I would definitely purchase them…” X “How many times You Came into DOGZ in the Past 3 months”. In essence, this question is cross tabbing those who responded to first question but sorting the results based on their similar answers to the second question. Select Filter: Select Filters allow the researcher to take a specific customer group and view their isolated answers of the entire survey. For example, a cross filter could be run n only customers who answered that they are male, and through this the researcher can view how all male respondents answered each individual question. This allows the researcher to discover

particular areas of high/low satisfaction for specific segments of the population. Select filters can be identified in the Major Findings as section with the word “ONLY in the heading title.

H. Limitations. This marketing research report is only intended for exploratory research. Because of particular limitations, the data collected and presented in this report cannot be substantiated with 100% accuracy. Every measure has been taken to insure that the resulting data and collection process was relevant and accurate. However, it is important to document the expressed limitations that hinder this data from perfect accuracy. Again stated, this is not a random sample. And instead the sampling technique utilized was based on convenience thereby affirming that the resulting data cannot be taken as 100% accurate. The previously mentioned confidence and allowable error calculations speak to measures taken and the reality that is the inaccuracy that this report’s data has. Despite the rather acceptable sample size it is integral to note that this sample size was collected only over a period of 10 days. This was in light of various time constraints and proper allot for all aspects of the project. This sample size does not accurately reflect the entire population of customers that would or do come into DOGZ Bar and Grill. Furthermore, it is necessary to document that this was the first formal research project and report conducted by the researcher. With little field experience in the collection and preparation of data this report might again contain error and should only be referenced for exploratory purposes.

V. Summary of Survey Results This section contains the raw data obtained after the collection of 113 surveys was entered. The original survey allows the reader to view questions exactly as respondents saw them, while the data entry survey allows the reader to reference the questions in context when reading the Major Findings Section. The following summary text reveals all the raw data that respondents gave. This section provides three major documents: Distributed Survey – This is the original survey that was originally distributed to DOGZ customers. This shows the reader questions exactly as respondents saw them, the incentive that was offered, and the directions that influenced responses from customers. All data compiled in the data entry was taken directly from the collected surveys. Data Entry Survey – This is a copy of the survey that was used to enter in the answers from the original distributed survey. The data was entered in SurveyPro4 where it was later analyzed and broken down to provide relevant findings for the ownership of DOGZ Bar and Grill. Some minor modifications were made to the survey to reflect the data in a more manageable way. It is important to note that no answers or question were intentionally changed in order to influence or modify the data results. Furthermore, every question on the survey is assigned a number, which can be helpful in referencing the question in relation to the major findings section. Summary Text – This portion of the research report documents all the collected survey results into statistically raw data results divided by their respective question. The following statistical measurements are used throughout the report in order to highlight relevant data:

Counts: the number of respondents that chose the answer to the particular question Percents: the percentage of respondents that chose to answer that particular question No Answers: the number of respondents that declined to answer the particular

question Replies: the number who gave some type of answer to the particular question. Means: the average of the numerical responses of all the respondents to the particular

question. Standard Deviation: the variance from the mean of respondents’ answers

VI. Summary of Recommendations This section of the research report provides management of DOGZ Bar and Grill with the researcher’s recommendations and conclusions as found in the major findings. These specific recommendations to DOGZ are suggested for the purposes of accommodating expressed customer needs/wants, enhancing customer service perception, and overall success for the business.

Major Finding 1: “If DOGZ served beer pitchers during sports games would customer purchase

them”

DOGZ should implement the sale of beer pitchers during sports games as a new drink promotion (Figure 9 and 10).

As a promotion it may be suggested that DOGZ only offer these new beer pitchers during sports games.

Major Finding 2: Customer Feedback on Food Quality and Additions to the Menu

The results indicate that DOGZ may want to examine its food items and conduct a food

quality audit in order to enhance customer perception (Figure 19). DOGZ should work to explore further additions and investment to the appetizer

selection (Figure 20). DOGZ might want to consider the addition of more hamburger options to encourage

purchase (Figure 21). DOGZ might consider implementing a more comprehensive promotion strategy for

its lunch specials in order to encourage trial and increase customer knowledge (Figure 23).

DOGZ might consider the addition of other Alcohol and Food offering based on customer feedback in the written in responses (Figure 24, 25).

Major Finding 3: DOGZ Should Work to Promote to It's Walk-‐in Customers

DOGZ could implement ways of educating new, walk-‐in customer in DOGZ's promotions

and directing them to channels that regularly post DOGZ promotions (ex. -‐ Facebook Page).

DOGZ could promote or sponsor the Local Belmont Shore/Long Beach Dog Park in order to draw in those of the local community that as of now do not know about bringing their dog into the location.

Major Finding 4: DOGZ has the Opportunity to Market It's Core Services More

Figures 27 and 28 suggest that DOGZ might possibly consider implementing a full-‐scale

promotion to notify and encourage trial of their Weekend Brunch. The promotion should focus on those who live in Belmont Shore (Figure 44) DOGZ might possibly consider implementing a better promotion of their "Bring Your

Dog" offering to residents and its local customer base. DOGZ should implement a more comprehensive program for its servers to promote and

educate the Take out counter to customers, because even regular customers do not all know of the service. (Figure 32-‐33).

DOGZ might consider if implementing a consistent percentage discount to local might draw in more customers, especially during the lunch hours when most people are at their place of work (Figure 35).

DOGZ might consider implementing a more consistent and active Social Media Marketing Campaign in order to interact with customer. This might also translate into an advertising campaign to include Facebook and Search Engine Optimization advertising in order to draw new customers to their Facebook Page. (Figure 36-‐37)

Major Finding 5:

Areas of High Satisfaction in Respondents That May be Used in Future Reference

DOGZ may want to explore ways of increasing initial customer satisfaction so as to not lose first time visitors; this would be in better greeting upon entry, consistent service, product knowledge form servers, and overall customer service mind set.

DOGZ has the opportunity to increase its overall satisfaction with various streamlining processes that will work to invest in customer perception on s customer's first visit (ex. -‐ brand education of the specials and offerings, Social Media interaction, and overall investment in consistent customer Service). (Figure 41)

DOGZ need to continue to invest in building customer perception and making changes that enhance customer service. (Figure 44)

Major Finding 6: Belmont Shore Community Integration

It may be suggested again that DOGZ work on the promotion strategies for the

Weekend Brunch. DOGZ should implement marketing efforts to draw in local residents through

community events, sponsorships, and promotion of its core services. (Figure 45)

Major Finding 7: Areas of Dissatisfaction/Improvement

DOGZ might want to consider implementing healthier food options to its menu. (Figure

47). DOGZ might consider implementing larger food portions for its food items in order to

enhance customer value. DOGZ might consider at some point the addition of a second location in Huntington

Beach. General Areas For Further Research: This portion of the report is dedicated to documenting areas in which DOGZ could further research customer feedback in order to gather a more comprehensive sample size that reflects better the perceptions of more DOGZ customers.

It might be good to further research customer perception to DOGZ food portions, and additions to meal sides offerings, and exactly which type of hamburger addition would be valuable.

It could be suggested that DOGZ need to conduct a separate customer feedback survey of its take out counter in order to comprehensively gather customer perceptions of that service.

It may be suggested that DOGZ might ask customers how they would feel about the addition of a hostess dedicated to greeting customers.

DOGZ may want to more accurately ask if the jukebox music offering is valuable to customers or if should be removed.

DOGZ could do an entire survey on its beer/spirits menu in order to grasp more comprehensively where changes could be made to enhance customer value.

Customer Feedback Survey$3 OFF Your Order With the Completion

Of This Survey (Per Group)

What is Your Gender?

Male Female

What is Your Age?

15 ‐ 20 21 ‐ 25 26 ‐ 35 36 ‐ 55 56 +

Where do you typically sit at DOGZ?

Bar Dining Area Patio

When do you typically come in to DOGZ?

Lunch Dinner Both

How many times have you visited DOGZ in the last 5 months?

First time visitor 2 ‐ 4 5 ‐ 7 8 ‐ 10 10 +

How did you first Hear about DOGZ?

Family/Friend ReferralWalk‐inWebsite

FacebookReview SiteNewspaper

Other:

What items do you normally order when youcome into DOGZ? (Check all that apply)

Hot DogAppetizersBurgers/SandwichesMexican

BeerWine/SpiritsLunch SpecialsSalads

Do you live in Belmont Shore ?

Yes No

Do you work in Belmont Shore

Yes No

Do you got CSULB?

Yes No

Please rate the following items on the scale in terms of both their Importance to you AND your Satisfaction with DOGZ in each area.

LowImportance

HighImportance

LowSatisfaction

HighSatisfaction

Food Quality 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Appetizer Selection 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Alcohol/Drink Menu 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Friendliness Service 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Speed of Service 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Efficiency of Service 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Television Visibility 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Sports Selection 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Music Selection 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Interior Layout 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Menu Selection 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Directions: Please mark the answers that you feel best describes your opinionsabout DOGZ Bar and Grill. We encourage you to be completely honest, as youranswers will help us to improve your experience. We promise the results of

this survey are both ANONYMOUS and CONFIDENTIAL.

Thank you for coming to DOGZ, we appreciate your business!

Please Turn Over Survey...

Please Rank in order of importance: 1 being the most important to 5 being the least important Food Quality Sports Game Selection Menu Selection Food/Drink Promotions Customer Service Speed/Efficiency

Please check the box that best indicates your opinion of the given statement

StronglyDisagree Disagree

MildlyDisagree

MildlyAgree Agree

StronglyAgree

If DOGZ served beer pitchers during sports games Iwould definitely purchase them

The customer service at DOGZ needs to be improved

If DOGZ had better seating for families I would bringmy family in more often

"I had no idea there was a Take‐Out counter..."

If Dogz posted their specials online better I wouldcome in more often

"DOGZ needs to promote its Saturday and SundayBreakfast Brunch"

"I would be interested in receivingupdates/promotions via e‐mail from DOGZ"

If DOGZ offered a discount to Belmont Shore/2ndStreet workers I would definitely come here

DOGZ should offer more hamburger options

"I had no idea I could bring my dog with me to DOGZ"

"DOGZ servers need to greet guests faster when theywalk‐in"

Would you refer someone to DOGZ Bar and Grill?

Yes No

Why or Why Not?

What Beer/Alcohol would you add to the drink menu? What food woud you add to the menu?

Did you know DOGZ posts specials on itsFacebook Fan Page?

Yes No

If No, will you "Like" DOGZ on Facebook toreceive promotion updates?

Yes No

What is one thing that DOGZ Bar and Grill could do differently?

What is your overall satisfaction with DOGZ Bar and Grill?

Low Satisfaction High Satisfaction1 2 3 4 5 6 7 8 9 10

Small Business Market Research Audit/Strategy Recommendations - DOGZ Bar and Grill, Belmont Shore,...

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