Blue Ribbon Diner
Survey Analysis
November 2014
Goals and Objectives
Blue Ribbon Diner is a local restaurant with locations in both Burlington and
Mebane. Blue Ribbon Diner serves American style food in a classic fifties diner
atmosphere. The Burlington location faces competition from both local and chain
restaurants in the surrounding area. The Burlington location has been open for 25
years and has expressed a need to modernize the restaurant’s brand in order to
keep Burlington residents coming back as well as appeal to a younger demographic.
Our objective was to research current customers’ attitudes and perceptions of Blue
Ribbon Diner in order to identify the changes that should be made to increase
customer satisfaction with the brand. We also aimed to discover Blue Ribbon Diner’s
strengths and weaknesses, and determine whether our findings from the focus
group can be generalized to a larger population of Burlington residents. The
following research questions were used to guide our study:
RQ1: What are current customers’ thoughts, attitudes and perceptions of Blue
Ribbon Diner?
RQ2: What do customers believe are Blue Ribbon Diner’s strengths and
weaknesses?
RQ3: What characteristics do Burlington residents look for in choosing a restaurant?
Methodology
The population for the survey was Blue Ribbon Diner customers. The survey was
distributed at the restaurant (Burlington and Mebane locations), and an online
version was posted on Blue Ribbon Diner’s Facebook pages and emailed through the
bestfoodintown e-mail list. This survey report only included data from the online
survey and did not analyze the surveys distributed in the restaurants. The sample
frame included diners who ate at the restaurant on the week of November 9,
customers who subscribed to Blue Ribbon Diner’s email list, and customers who
have liked Blue Ribbon Diner on Facebook. This was a non-probability sample.
Furthermore, certain characteristics of survey respondents should be considered in
order to accurately understand the survey results. A total of 223 responses were
collected through our online survey. We found that 184 respondents (82.1%) were
female while 39 respondents (17.49%) were male. This female majority will likely
skew the survey results.
Figure 1 illustrates the number of respondents from each age range that completed
the survey. All age ranges were represented with the least number of respondents
in the 18-21 age range (6 respondents) and the 71 and older range (14
respondents). The 46-60 age range was most represented with 72 responses.
Survey
RQ 1: Are you male or female?
a. Male
b. Female
RQ2: What is your age?
18-21
22-25
26-35
36-45
46-60
61-70
71 or older
RQ 3: How often do you visit Blue Ribbon Diner?
a. Weekly
b. Once or twice a month
c. Three to four times a year
d. Once or twice a year
e. Less than once a year
RQ 4:When was your last visit to Blue Ribbon Diner?
a. Within the last week
b. Within the last month
c. Within the last 6 months
d. Within the last year
e. I can’t remember
RQ 5: How do you enjoy your meal at Blue Ribbon Diner?
a. I typically order takeout
b. I’m just looking for a quick meal
c. I’m in no rush to finish
RQ 6: How likely are you to pay slightly more for a meal that features local
ingredients (ex. cheese, tomatoes, lettuce, meat)?
Very likely
Somewhat likely
Not likely
RQ 7: How important is it to you that Blue Ribbon Diner adds locally-sourced foods
to the menu?
Not important
Somewhat important
Very important
RQ 8: How important is it to you that Blue Ribbon Diner adds healthier options to
the menu?
Not important
Somewhat important
Very important
RQ 9: How important is it to you that Blue Ribbon Diner adds smaller portion sizes
to the menu?
Not important
Somewhat important
Very important
RQ 10: How important is it to you that Blue Ribbon Diner adds more vegetarian
options to the menu?
Not important
Somewhat important
Very important
RQ 11: The diner theme is an important aspect of my dining experience at BRD.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
RQ 12: Rank in terms of importance to your dining experience at BRD: (1-6)
A quick meal
A community atmosphere
Interactions with other customers and staff
A place to eat and relax
Affordable price
Location/convenience
RQ 13: Rate BRD’s customer service in terms of:
Accuracy of service (scale of 1-5)
Timeliness of service (scale of 1-5)
Friendliness/personal connection (scale of 1-5)
Welcoming atmosphere (scale of 1-5)
Cleanliness (scale of 1-5)
RQ 14: I prefer to eat at local establishments rather than chain restaurants in the
area.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
I choose to eat at Blue Ribbon Diner as opposed to other restaurants because…
I chose to eat somewhere else (other than Blue Ribbon Diner) because…
Data Analysis/Detailed Findings
Customers often visit Blue Ribbon on a monthly basis
In our third survey question, we asked respondents how often they dined at Blue
Ribbon Diner. The options were weekly, once or twice a month, three to four times a
year, once or twice a year, and less than once a year. Survey respondents included
36 respondents who visit Blue Ribbon Diner weekly and 129 respondents who visit
once or twice per month. A total of thirteen respondents dine at Blue Ribbon Diner
once or twice per year or less. This finding indicates an opportunity for Blue Ribbon
Diner to establish a more consistent customer base, with customers visiting more
often. Blue Ribbon should consider tactics to create more customer loyalty. Figure 1
illustrates how frequently survey respondents dine at Blue Ribbon Diner.
Figure 1. Frequency of customer visits at Blue Ribbon Diner
Most respondents have recently visited Blue Ribbon Diner
To gain a better understanding of when our respondents’ previous dining
experience at Blue Ribbon was, we asked them to answer when they had most
recently visited Blue Ribbon Diner. The majority of responses (48%) had been to
Blue Ribbon Diner within the past month, and 32% of our survey respondents had
been to Blue Ribbon Diner within the past week of taking the survey. These results
validate that most survey participants have a current and relevant perspective of
their dining experience at Blue Ribbon Diner compared to those who had not eaten
at Blue Ribbon Diner within the past 6 months to a year.
Figure 2. Distribution of respondents’ most recent visit to Blue Ribbon Diner
Customers desire relaxed dining experience- no rush to leave
In order to gain a better perspective of how Blue Ribbon Diner customers enjoy
their meal, we researched their preferences of the timeliness of their dining
experience. More specifically, we asked if customers generally order takeout, are in
search of a quick meal, or are in no hurry to finish their meal at Blue Ribbon Diner.
The majority of our survey participants (63%) reported that they are in no rush to
finish their meal at Blue Ribbon Diner. Building upon the data that we collected
earlier in the survey, customers are enjoying their time spent dining at Blue Ribbon
enough to visit more than once a month with no hurry to get in and out of the
restaurant.
While our data reveals that a significant amount of our respondents enjoy spending
time dining in at Blue Ribbon Diner, 32 of our respondents (14%) shared that they
typically order takeout. Figure 3 further illustrates how customers enjoy their meal
at Blue Ribbon. These findings indicate customer desire for a relaxed dining
experience that may be about more than just the food. Blue Ribbon Diner can
consider capitalizing on the friendly, welcoming feel of a classic diner by
emphasizing an overall dining experience rather than simply existing as a place to
eat.
Figure 3. Customer experience at Blue Ribbon Diner
analysis of this chart is missing
Figure 4. Importance of local ingredients considering added cost
Customers are split concerning importance of local ingredients
In light of the current industry trend of featuring locally sourced ingredients, we
wanted to understand how important local ingredients were to Blue Ribbon Diner
customers. We asked customers how likely they would be to pay extra for
ingredients that came from Burlington or other nearby areas. Our results indicate
that local food is an aspect of the dining experience that some people find much
more important than others, and the results reflected these different opinions. The
majority of responses (57%) were “somewhat likely” to pay extra for local
ingredients, which demonstrates a moderate level of the significance and important
of local ingredients to customers. Furthermore, 21% of respondents were very
likely to pay extra for locally sourced ingredients, while 20% of respondents were
not likely to pay extra.
Results concerning the importance of local ingredients are fairly moderate, which
may imply that the success of more expensive, local ingredients incorporated into
the Blue Ribbon Diner menu will depend on the relative price point and the quality
of the local ingredients, along with individual customers beliefs and perceptions.
Customers are split about changing menu, but hint toward healthier options
In order to see if Blue Ribbon Diner’s current menu could be improved, we asked
our respondents about the importance of smaller portions, healthier options, and
vegetarian options. The aspect of the menu that our survey participants found most
important to add to the menu was healthier options, with 36% of respondents
finding it very important to add healthier options to compliment the classic diner
cuisine of burgers and milkshakes. From the next question, we can see that
customers value the classic diner cuisine; it could benefit both the customers and
the diner to introduce healthier versions of the diner classics.
Essentially same paragraph was included twice ^^^^
Figure 5. Response distribution for new menu offerings
not important–
–
–
locallysourced
food
–
healthier
options
–
smaller
portion
sizes
–
more
vegetarian
options
somewhat important –
very important –
Total–
Average
Rating–
19.55%
43
61.36%
135
19.09%
42
220
2.00
11.56%
26
51.56%
116
36.89%
83
225
2.25
47.98%
107
31.39%
70
20.63%
46
223
1.73
60.71%
136
24.11%
54
15.18%
34
224
1.54
Analysis of this chart is missing
Figure 6. Customer response to importance of diner theme at Blue Ribbon Diner
Diner theme is important to most customers
In order to gain a better insight on how much customers value the classic American
diner atmosphere that Blue Ribbon Diner offers, we asked our respondents to rank
how important the diner theme is to their dining experience. More than 60% of
respondents indicated that they either agree or strongly agree that the diner theme
is an important aspect of their experience at Blue Ribbon.
Therefore, further steps could be taken to enhance the diner atmosphere such as
implementing 1950s style uniforms and emphasizing diner imagery through photos
used on social media. However, 30% of respondents were impartial about the diner
theme. The chart below illustrates the full range of responses from our participants
Figure 7. Response distribution for customer’s expectations
Customers seek affordably priced food and relaxed dining experience
With this question, we sought to find out what customers valued most in coming to
Blue Ribbon Diner between a quick meal, the community atmosphere, interactions
with others, a place to eat and relax, affordable price, and convenience. The highest
average ranking in importance was affordable price followed by a place to eat and
relax. These results imply that our respondents that price is very important to Blue
Ribbon customers along with the atmosphere and convenience. Figure 7 below
further shows the responses ranked by importance. (on a scale of 1-6 from not
important to very important). The column on the right illustrates the average
ranking for each choice.
Figure 8. Feedback on aspects of Blue Ribbon Diner’s customer service
Customers recognize Blue Ribbon Diner for excellent customer service
Our next survey question asked our respondents to rank Blue Ribbon Diner’s
customer service in terms of timeliness, accuracy, friendliness and the welcoming
atmosphere. The results of this question were overwhelmingly positive with all four
aspects of the rating averaging more than 4.5 out of 5. There were less than 15
individual responses that were below a 3 out of 5, which most likely represent
isolated incidents in which customers received less than satisfactory service. Figure
8 shows the average rating for each aspect of Blue Ribbon Diner’s service. Customer
service is a strong component of Blue Ribbon Diner’s business and can be used to
set them apart from other restaurants, especially chain restaurants in the area.
Figure 9. Preference of local vs. chain restaurants in the Burlington area
Burlington area residents prefer local restaurants over chain restaurants
Our next question gauged respondents’ preference of local restaurants versus chain
restaurants in the Burlington area. Eighty percent of respondents either strongly
agreed or agreed that they would prefer to eat at a local restaurant rather than a
chain restaurant, and only 1% prefer to eat at a chain restaurant over a local
restaurant. This finding reveals an opportunity for Blue Ribbon Diner to distinguish
themselves as a restaurant connected with the local community in order to stand
out from other chains in the area. Figure 9 below shows the responses to this
question.
At the end of the survey, an open-ended comment box stated “I choose to eat at Blue
Ribbon Diner as opposed to other restaurants because...” Many respondents had
similar responses. They said factors that drew them to Blue Ribbon Diner included
the fact that the diner is “affordable, ” “consistent” and “good quality.” Additionally,
many respondents voiced the opinions that they enjoyed the “varied menu.” In
addition to the comments about the food, menu, and service, a number of
respondents said they eat at Blue Ribbon Diner because it is not a chain and is
locally owned, which is highly appealing to them.
A second open-ended comment box stated, “I choose to eat somewhere else (other
than Blue Ribbon Diner) because...” Many respondents agreed that they choose to
eat at other locations because Blue Ribbon can be a bit costly for a larger family.
Other shared comments included the desire for different types of cuisine, healthier
and fresher menu items, a more upscale meal, and a general desire for more variety.
Implications/Knowledge Gained
We concluded the following implications for Blue Ribbon Diner based on the survey
results:
RQ 1, 2
Most of our respondents were female. This may be attributed to that fact that more
females are on the email list or like the Facebook page, but it may also indicate that
a larger portion of customers at Blue Ribbon Diner are female. If female customers
took the time to take this survey, it indicates that, as a demographic, they are
generally more invested in the restaurant.
Our data also indicates that the primary demographic for diners is ages 36-70. The
fact that customers are in the middle to upper age range is important to note when
making decisions in regards to menu options, hours, marketing, and more. Every
future decision in terms of Blue Ribbon Diner should be executive with this fact in
mind.
RQ: 3, 4
A positive implication that arose out of this study was that the Blue Ribbon Diner
customer base is a loyal one. The current state of affairs at the restaurant has built a
strong community of happy diners; they are returning customers who dine often.
Now that we know this, we can look at the best way to increase and sustain that
number of returning customers.
RQ: 5, 11, 12, 13
It is apparent that diners appreciate the atmosphere of the restaurant. It is what sets
Blue Ribbon Diner apart from other establishments. They enjoy eating in and do not
want to feel rushed through a meal, but rather linger and enjoy the company and
atmosphere. With this knowledge, Blue Ribbon diner may focus on heightening this
comfortable dining experience. A significant portion of respondents stated they
typically order takeout which indicates that this option should not be forgotten
when considering future marketing efforts; the more people who become aware of
the take out option at Blue Ribbon Diner, the more impact it will have on the
restaurant.
RQ: 6, 7, 8, 9, 10
As discussed in our State of the Industry report, locally sourced food is a popular
menu trend of 2014-2015. Our survey produced promising statistics to support this
trend. Customers appeared willing to try locally sourced dishes even if it meant
paying a slightly higher price. A good portion of respondents felt that it is important
to offer this. This support could allow Blue Ribbon Diner to expand their existing
menu and still profit. However a significant amount of customers felt that local
ingredients were not important. About a fifth of respondents stated that they are not
likely to pay extra for locally sourced ingredients and that locally sourced food is not
important. This will be an important demographic to consider when making choices
concerning the menu. Interestingly enough, over half of respondents did not feel
vegetarian options were important. On the whole it appears that diners are split as
to whether or not they care for menu updates. These statistics should be kept in
mind when evaluating and possibly updating Blue Ribbon Diner’s menu. A majority
of respondents felt that affordability is the most valued aspect of a dining
experience, followed by a comfortable atmosphere. In our focus group, the
consensus among diners was that Blue Ribbon Diner’s menu was indeed affordable.
These survey results support the idea that the affordability of the restaurant’s menu
is one of the factors that brings diners back. The additional fact that the majority of
respondents are very satisfied with all aspects of service is a good indicator of why
diners return to the restaurant. 80% of respondents prefer local restaurants to
chain restaurants and the above-mentioned factors must all play into this sentiment.
Shortcomings/Future Research
Our online survey garnered about 250 responses. Though that is a relatively large
number of respondents, the actual number of Blue Ribbon Diner customers is
considerably larger. Each respondent also had an internal motivation that caused
him or her to participate in the survey, motivation that cannot be quantified.
Because respondents volunteered to complete the survey, this was a nonprobability sample and the perspectives of customers who did not volunteer to take
the survey were not included.
For future research, the surveys distributed in the restaurants should be analyzed to
see if their results differ from the online survey results. Also, future research could
involve cross tabulations of some of our survey questions to see if responses vary by
gender, age, frequency of visits, etc.