Focus Group Session Schedule
[1] Introductory comments
-
Thank those for coming
Offer participants an opportunity to introduce themselves (name, home town)
Provide an overview of the session (topic is restaurants), including a time line (about
an 1 hour)
o RQ: What makes you loyal to a restaurant?
o RQ: Why would you pay more to eat at a restaurant compared to another
restaurant with comparable menu offerings?
o RQ: If a restaurant fails, what can they do to get you to dine there again?
 (RQs not be disclosed to participants)
[2] Warm-up: Why do you think people dine out?
-Criteria
[3] What do you look for in menu offerings?
-Traditional vs. Unique offerings
-Description of dishes (ingredients)
-Menu design (pictures of dishes)
-Price
-Specials (food and drink)
-Which would you say is most (and least) important to you?
-For most important, would it lead you to pay more for the dinner?
[4] What do you look for regarding restaurant ambience?
-Cleanliness
-Design
-Music
-Scent
-Color
-Atmosphere
-Which would you say is most (and least) important to you?
-For most important, would it lead you to pay more for the dinner?
[5] What do you expect regarding customer service?
-Scripted vs. Genuine communication
-Timeliness
-Number of visits during dining experience
-Smile (positive vibe)
-Energy (glad to be at work, glad to serve you)
[7] What causes you to switch restaurants?
-Poor food vs. Poor customer service
-Dirty restaurant
-Dirty bathroom
-High price
-Competition
[8] Best and worst aspects associated with your favorite restaurant.
-How often do you eat there?
-If they were to increase their prices by 5%, 10%, 20%, would you continue to eat
their regularly (as noted in their previous response)?