FINAL REPORT – DECEMBER 2011

STEAK HOUSE

Project TeamProject TeamSamantha Brand

Jason La SalaPhillip Tarantini

Math 110Brought to life with Addressable Minds

2

3

Our Business Issue

• An increased number of new Steak Houses are opening these days

• But….there are even more Steak Houses closing

• The Restaurateurs who are opening these Steak Houses are unsure of what the consumer of 21st century wants when it comes to a dining experience.

• What can we do to change this?

As whole our survey produced these results…

*Most people enjoy a child free section after 9pm

*Customers want variety when they go to a steak house…not just steak!

*Customers also want top notch ingredients to be used

4

But people are different so we broke our results up into 3 segmentsDifferent Customers– Different Approach

Messaging for one isn’t necessary going toappeal to the other…and could actually hurt

5

Ambiance41%

Socialites

19%Food Enthusiasts

40%

6

Socialites

These customers want to :•Enjoy a drink •Have lots of options in what they drink •Listen to live music and mingle with others

They are not interested in •The ambiance of the restaurant •Portion sizes

7

Food Enthusiasts

• They enjoy food that have won awards and recognition.

• The food must be made with fresh material.• Big portion sizes are preferable.

What’s important

What’s not important•A large selection of alcohol

•The location does not matter

8

Ambiance Seekers/ Couples

These customers enjoy:•Lightly colored rooms

•Floral arrangements on tables

•Candles are a must too

Not interested in:•Live entertainment•Watching sports while enjoying their meal

9

To Conclude……..

• Not every Steak House will please every potential customer

• A new Restaurateur needs to find out what kind of Steak house

consumers they want to come to their restaurant

• He or She should do all that they can to please a certain group to

achieve success

10