Dunkin’ Donuts – Using Research for Renaming and Image Enhancement

Situation:

Over the years with the health craze, donuts have been falling out of favor with consumers.  Dunkin Donuts realized they needed to evolve and reposition their brand.  Dunkin Donuts engaged Alexander Babbage to test new breakfast products they were launching.  They wanted to be a breakfast destination, not just a donut location; but with Donuts in their name it was a challenge to break outside their box. 

Analysis:

Product and advertising/logo testing took place in multiple markets.  Alexander Babbage was able to show Dunkin Donuts which consumer the advertising resonated with, which ads supported the new focus, which sandwiches were popular and which ones the consumers did not like.

Result:

Dunkin Donuts launched their new logo, ad campaign and breakfast sandwiches with huge success.  The new tagline “America Runs on Dunkin” as well as the “DD” logo de-emphasize the donuts and position the brand from a limited scope to a broader scope.

Moe’s – Retail Network Optimization

Situation:

Moe’s Southwest Grill, a fast-casual restaurant was competing to be a competitor in a crowded space with publicly-owned competitors including Chipotle and Qdoba.  Their site selection strategy was resulting in restaurant sales ranging from $275K to $3.1M with Average Unit Volume (AUV) of $1.2M but they were unable to explain why.

Analysis:

Through extensive market and statistical analysis Alexander Babbage identified the driving factors behind individual store revenue performance.

Result:

Moe’s used Alexander Babbage research to revise their site selection and growth strategy and were able to add over 300 restaurants in less than 7 years – while increasing AUV.  This resulted in a successful sale to Focus Brands – and now over 500 restaurants.

Moe’s – Who, What, Where?

Situation:

Moe’s had never conducted consumer research and they selected Alexander Babbage to do so.  They wanted to know who their customers were and why they came to Moe’s.

Analysis:

Through intercept surveys conducted in the stores, Alexander Babbage provided them the demographic profile of their customers segmented by their dollar-value.  By comparing this information to the trade area, Moe’s was able to see which demographics were the strongest and where they had little traction.

Result:

Research helped fine-tune their marketing positioning, advertising strategy, site selections and expansion plans and grew into a long-term research relationship as the brand exploded from a single company-owned store to over 350 franchised stores prior to being sold to Focus Brands.

KRYSTAL HAMBURGERS

Situation:

An 80-year old fast food restaurant chain needed to increase sales.

Analysis:

Alexander Babbage segmented their customer base and identified that 84% of their sales came from 41% of the population and determined what was most important to this core customer.  With this knowledge, Krystal re-focused product development and marketing on the core customer and increased patronage, loyalty, recency and frequency.

Result:

Five years of transaction declines were reversed and the brand is growing again among a core, loyal customer base.

SusieCakes – Where Do We Grow From Here?

Situation:

SusieCakes has eight locations in California offering home-style dessert favorites baked entirely from scratch.  As part of its growth plans, SusieCakes wanted to know where to build new stores and how to get more business out of their current locations.

Analysis:

SusieCakes’ email database was an incredible asset that allowed Alexander Babbage to map where the customers came from for each store.  In order to understand who the customers are and how valuable they are, in-store intercepts of customers and POS transactional data were analyzed.

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Result:

Alexander Babbage’s research was able to identify multiple locations where SusieCakes should expand, as well as determine which locations performed better than others and why.  By determining who their customers are, they can now segment their marketing by targeting the different audience groups.

Another Broken Egg Cafe – Who are We and What do We Stand For?

Situation:

Another Broken Egg Café was uncertain of what their brand stood for, who their guest was and what elements of the dining experience were strengths or areas to fix.

Analysis:

Alexander Babbage conducted in-depth, one-on-one interviews with diners and conducted a study among members of Another Broken Egg’s database. The analysis focused on defining the brand’s strength, key drivers of the guest experience and differences by geography in terms of guest profile and experience.

Result:

Another Broken Egg received a deep profile of who is visiting its stores, why they are coming and what their experience is. The research helped identify specific geographies where the guest experience could be improved by focusing on improving service and wait times. Further, Another Broken Egg now has a clear understanding of what its brand identity is and which elements of that identity should be leveraged going forward. They also were able to leverage the research into communications for potential franchisees.

Flip Burger Boutique – Defining the Customer and Drivers of Loyalty

Situation:

FLIP Burger Boutique, under the tutelage of creative director and winner of Bravo’s Top Chef, Richard Blais, is a pioneer in the “better burger” category providing its diners a “unique culinary experience on a bun.”   FLIP had two stores and needed to understand what was driving success at each location.  The locations differed greatly in guest profiles and liquor purchasing contribution.

Analysis:

Alexander Babbage studied sales data, surveyed the FLIP loyalty club members online and conducted guest intercept surveys.  The market research identified revenue concentration by customer type and the drivers of loyalty.

Result:

The market research allowed FLIP to quantify what changes to make at each restaurant to drive sales, focus on the largest revenue clusters to increase profitability, and identify the make-up of the guest to help pinpoint areas for new locations to open.  FLIP is now operating in three markets and growing nationally.

Elevation Burger – How do we Elevate our Brand and Guest Experience?

Situation:

Elevation Burger, a burger restaurant focused on offering authentic and sustainably prepared food that’s better for you and the environment, needed to determine how well its brand was positioned and whether its core promise was resonating among guests.

Analysis:

Alexander Babbage conducted focus groups among Elevation Burger customers and non-customers, in-store intercept interviews among diners, and a market study within Elevation Burger’s trade areas. The focus groups allowed for articulation of Elevation Burger’s brand promise, while the intercept interviews profiled the guest and measured their experience, and the market study quantified Elevation Burger’s position in its markets.

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Result:

Elevation Burger has been able to prioritize on building awareness of its brand in specific markets, as well as now understanding which core brand attributes to grow. Further, it has been able to understand which guests it should focus on moving forward in order to gain the most leverage from its unique brand.

Westside Provisions District – Quantifying the Unique Appeal

Situation:

Jamestown wanted to more deeply understand who was shopping and dining at Westside Provisions District – not only their demographic profile, but also their likes, dislikes and preferences.  In understanding who is on property – and why they are there – the Jamestown team can make quantified go-forward decisions on key leasing, marketing, operations and development initiatives.

Analysis:

The shopper intercept study conducted in May 2015 yielded a strong set of talking points enabling the leasing team to quantify the property’s strength as a preferred dining destination that is strongly augmented by a unique atmosphere and strong women’s apparel offerings.  The study also revealed an opportunity to add additional local brands at somewhat higher points to the current mix – but results also underscored the need for Westside Provisions District to focus on unique retail choices in a broad range of price points.

Result:

Leasing and marketing have core metrics for targeting retailers and shoppers.  Since the study, custom leasing presentations have been prepared to support an upcoming meeting with Sur la Table.

Westchester’s Ridge Hill

Providing Clarity on the Consumer and their Spending Habits

Situation:

Westchester’s Ridge Hill shopping center in Yonkers, NY outside of New York City wanted to understand who was their shopper and how they competed for trade area shoppers relative to their competitors.

Analysis:

Alexander Babbage provided an analysis of the Westchester’s Ridge Hill area to define and segment the spending habits of the consumers.  Through analysis of the population, Alexander Babbage segmented high-potential consumers to target – those households with both the ability and propensity to spend.

Result:

The SpendR analysis of Westchester County residents provided Westchester’s Ridge Hill with an in-depth understanding of the consumer habits within a 7-mile radius and a 10-minute drive time of the center.  These results granted Westchester’s Ridge Hill the opportunity to focus on the most productive shoppers in their trade area

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