Final presentation

TEAM BIGGIE FRIES
Mike O’Toole
Tina Piotrowski
Patrick Smith
Mitch Heun

QUIZNOS
 A fast food submarine sandwich franchise
 Headquartered in Denver
 Located in 22 countries
 5,000 locations in the United States
 Food items include: sandwiches, soups,
and salads

FAST FOOD INDUSTRY
 Highly competitive market, especially in the
United States
 Submarine sandwich competitors for Quiznos
include: Subway, Potbellys, Jimmy Johns, Mr.
Submarine
 More chains are expanding into global markets

PERCEPTUAL MAPPING
 Used to determine how Quiznos compares to the
other companies in our research
 We are determining Quiznos’ position in relation
to other companies in the mind of the consumer
 Determining Quiznos’ image and reputation

CONJOINT ANALYSIS
 Determine the barriers of entry for Quiznos in
the fast food market
 Calculates Quiznos’ market share
 Determine which features of Quiznos the
consumers prefer and which they don’t

FAST FOOD CHAIN, WHAT
RESOURCES DO YOU USE TO
RESEARCH DIFFERENT
RESTAURANTS?

ARE THERE CERTAIN PEOPLE YOU
SEEK ADVICE FROM WHEN DECIDING
AT WHICH FAST FOOD CHAIN TO EAT?

FOR WHICH MEALS DO YOU VISIT
FAST FOOD RESTAURANTS?

COMMERCIALS OR ADVERTISING
CAMPAIGNS FACTOR INTO YOUR
DECISION IN CHOOSING A FAST FOOD
RESTAURANT?

PROMOTIONS, SUCH AS HAPPY MEALS,
FACTOR INTO YOUR DECISION WHEN
CHOOSING A FAST FOOD RESTAURANT?

HOW MANY FAST-FOOD CHAINS
HAVE YOU VISITED IN THE LAST
MONTH?

SPSS RESULTS
Total Variance Explained
Component Initial Eigenvalues Extraction
Sums of
Squared
Loadings
Rotation
Sums of
Squared
Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 7.024356623 50.17398 50.17398 7.024357 50.17398 50.17398 6.819121 48.70801 48.70801
2 3.998053201 3.998053 28.55752 78.7315 4.203289 30.02349 78.7315
3 2.405341891 17.18101 95.91251
4 0.363077975 2.593414 98.50593
5 0.085482319
6 0.058887069 0.420622 99.53714
7 0.042792857 0.305663 99.8428
8 0.019423903 0.138742 99.98154
9 0.002584162 0.018458 100
10 1.86329E-16 1.33E-15 100
11 8.38909E-17 5.99E-16 100
12 4.98653E-17 3.56E-16 100
13 -4.2246E-17 -3E-16 100
14 -1.7699E-16 -1.3E-15 100
Extraction Method:
Principal Component
Analysis.
This output
should
equal over
60%

BRANDS
1. Portillo’s
2. Subway
3. Jimmy John’s
4. McDonald’s
5. Quiznos
6. Wendy’s
7. Burger King
8. KFC
9. Arby’s
10. Popeye’s

PREFERENCE
 Greasy Food
 Nutritional Value
 Menu Variety
 Convenient Location
 Unique
 Quick Service
 Employee Friendliness
 Satisfying Food
 Restaurant Cleanliness
 Chain Successfulness
 Good Quality
 Good Advertising
 Family Oriented Preference

SubwayBurger King
Name the Axes

NAMING OF THE AXES
 It’s Everywhere
 The most convenient fast food chains
 The most successful chains
 Good, Clean, Fun
 The most family-friendly restaurants
 Highest nutritional values
 The Last Resort
 The least-popular chains
 Usually the greasiest food
 It Takes a While
 Service is not as fast as comparable chains
 Not as convenient as other chains

CLUSTERS
 Burger Bonanza
-Burgers are the main item on the menu
-Very convenient, large number of stores
 Successful Sandwich
-Very successful sandwich chain
 Slow Specialty Shops
-Takes longer to prepare food
-More specialty stores, such as roast beef
 Fast and Friendly
-Very fast service, pride themselves on friendly
customer service
 Unique Burger Joint
-Unlike other chains, has a wide variety of items on
the menu

PREFERENCES
1. Portillo’s
2. Subway
3. Jimmy John’s
4. McDonald’s
5. Quiznos
6. Wendy’s
7. Burger King
8. KFC
9. Arby’s
10. Popeye’s

Quiznos
Jimmy Johns
Wendy’s
McDonalds
Popeye’s
Arby’s
Possible
Gaps &
Spaces

???
???
???
???
???
???
Repositioning

Employee
friendliness
Good
Quality
Restaurant
Cleanliness
Satisfying
Food
Nutritional
Value
Family
Oriented
Repositioning

RECOMMENDATIONS
 Quiznos needs to emphasize quicker service in
order to compete with other companies such as
Jimmy Johns and Portillos
 Improving restaurant cleanliness through
stricter sanitation guidelines will improve the
atmosphere in Quiznos’ restaurants
 Stressing friendly customer service will create a
more welcoming environment in the restaurants

CONJOINT ANALYSIS
THE PROBLEM!!
 How do I make meal combinations
from particular brands more
appealing?
 How do I make meal combinations
from certain brands more enjoyable?

Features and Levels of
Fast Food Meals
Price Type Fat Time Package Meal Service
$3.00 Burger 10 Grams 1 Min Paper Snack Drive
Thru
$7.00 Sandwich 20 Grams 2 Mins Carton Lunch Delivery
$9.00 Chicken 30 Grams 3 Mins Plastic Dinner Walk Up

UTILITIES GRAPH
REGRESSION ANALYSIS

RESCALE UTILITIES
Range: 4.18 – (-.588) = 4.768 Rescaled Values
Int= 1
Missing
X1 0.24– (-.588) / 4.768 = .17 X6 = 0.22 0- (-.588)/ 4.768= .12
X2 -0.005– (-.588) / 4.768 = .12 X5 = 0.20 X15= .12
X3 -0.53 – (-.588) / 4.768 = 0.01 X1 = 0.17 X16= .12
X4 -0.061 – (-.588) / 4.768 = 0.11 X7 = 0.15 X17= .12
X5 0.41– (-.588) / 4.768 = 0.20 X14 = 0.15 X18= .12
X6 0.50– (-.588) / 4.768 = 0.22 X2 = 0.12 X19= .12
X7 0.138– (-.588) / 4.768=0.15 X10 = 0.12 X20= .12
X8 -0.1 –(-.588) / 4.768=0.10 X4 = 0.11 X21= .12
X9 -0.26 – (-.588) / 4.768 = 0.06 X8 = 0.10
X10 -0.016 – (-.588) / 4.768 = 0.12 X13= 0.10
X11 -0.138 – (-.588) / 4.768 = 0.09 X11= 0.09
X12 -0.588 – (-.588) / 4.768 = 0 X9= 0.06
X13 -0.11– (-.588) / 4.768 = 0.10 X3= 0.01
X14 0.133 – (-.588) / 4.768 = 0.15 X12= 0

OUTPUT 1: BEST AND WORST
MEALS
Best Middle Worst
$3.00 $7.00 $9.00
Sandwich Chicken Burger
30 Grams 10 Grams 20 Grams
2 Mins 1 Min 3 Mins
Paper Carton Bag
Dinner Lunch Snack
Delivery Drive Thru Walk Up

Output 2: Calculating Importance
Total Product Utility and Range
Best Product Worst Product Ranges
Price= 0.17 Price= 0.12 0.17-0.12= 0.05
Type=0.12 Type=0.01 0.12-0.01=0.11
Fat=0.22 Fat=0.12 0.22-0.12=0.1
Time=0.12 Time=0.10 0.12-0.10=0.02
Package=0.12 Package=0.06 0.12-0.06=0.06
Meal=0.12 Meal=0 0.12-0=0.12
Service=0.15 Service=0.10 0.15-0.10=0.05
TPU=1.02 TPU= 0.51 Sum of Ranges= 0.51

Overall Feature Percentages
Meal is the most importance feature that affects
Consumer’s decisions!!
Importance of Price 0.05/0.51 9.80%
Importance of Type 0.11/0.51 21.56%
Importance of Fat 0.1/0.51 19.60%
Importance of Time 0.02/0.51 3.92%
Importance of Package 0.06/0.51 11.76%
Importance of Meal 0.12/0.51 23.52%
Importance of Service 0.05/0.51 9.80%

Overall Feature Graph
Price 9.80%
Type 21.56%
Fat 19.60%
Time 3.92%
Package 11.76%
Meal 23.52%
Service 9.80%

RELATING TO PERCEPTUAL
MAPPING
 Both the Conjoint Analysis and Perceptual
Mapping can tell what is preferred in consumer’s
mind.
 When calculating the importance CA and PM can
figure out which brands and features positively
and negatively affect consumer decisions.
 When looking at the most preferred brand on the
perceptual map, the importance of features and
attributes on the Conjoint Analysis will help
determine which meal combination is the most
important in that particular restaurant.

Output 3: Market Share
McD BK Sub Arby Quiz Pop KFC Port Wen Jim
$3.00 $7.00 $9.00 $7.00 $9.00 $7.00 $9.00 $7.00 $3.00 $3.00
Burger Burger Sandwich Sandwich Sandwich Chicken Chicken Chicken Burger Sandwich
30 Grams 30 Grams 10 Grams 20 Grams 20 Grams 30 Grams 30 Grams 20 Grams 10 Grams 20 Grams
1 Min 1 Min 2 Mins 2 Mins 3 Mins 2 Mins 2 Mins 3 Mins 1 Min 1 Min
Carton Paper Paper Bag Paper Carton Carton Bag Paper Paper
Lunch Lunch Dinner Dinner Snack Lunch Dinner Dinner Snack Snack
Drive
thru
Drive
thru
Walk up Walkup Drive
thru
Delivery Walk up Walk up Drive
thru
Drive
thru

Output 3: Market Share
TPU
McD’s BK Sub Arby Quiz Pop KFC Port Wen TB
0.17 0.12 0.12 0.12 0.12 0.12 0.12 0.12 0.17 0.17
0.01 0.01 0.12 0.12 0.12 0.11 0.11 0.11 0.01 0.12
0.22 0.22 0.20 0.12 0.12 0.22 0.22 0.12 0.20 0.12
0.15 0.15 0.12 0.12 0.10 0.12 0.12 0.10 0.15 0.15
0.12 0.12 0.12 0.06 0.12 0.12 0.12 0.06 0.12 0.12
0.09 0.09 0.12 0.12 0 0.09 0.12 0.12 0 0
0.12 0.12 0.10 0.10 0.12 0.15 0.12 0.12 0.12 0.12
0.88 0.83 0.90 0.76 0.70 0.93 0.93 0.75 0.77 0.80

OUTPUT 3: MARKET SHARE
11%
11%
9.39%
McDonalds steals the Market Share because of
menu and grams of fat variety!!

OUTPUT 4: SIMULATING THE
MARKET
Wendys
$7.00
Chicken
10 Grams
1 Min
Paper
Snack
Drive
Thru
We raise the
price from $3.00
to $7.00
Has a wide
variety of
choices on
menu, we
change from
Burger to
Chicken
Subway
$9.00
Sandwich
20 Grams
2 Mins
Paper
Lunch
Walk up
Subway has numerous
items on the menu that
are off different calories
Also a great
lunch choice

MARKET
$3.00 $7.00 $9.00 $7.00 $9.00 $7.00 $9.00 $7.00 $7.00 $3.00
Burger Burger Sandwich Sandwich Sandwich Chicken Chicken Chicken Chicken Sandwich
30
Grams
30
Grams
20
Grams
20
Grams
20
Grams
30
Grams
30
Grams
20
Grams
10
Grams
20
Grams
Lunch Lunch Lunch Dinner Snack Lunch Dinner Dinner Snack Snack
Drive
thru
Drive
thru
thru
thru
Drive
thru

MARKET
10%
9.40%
9%
11%
11%
9.30%
9.49%
10%

MARKET
McDonalds
7.00
Burger
10 Grams
1 Min
Carton
Lunch
Walk Up
Quiznos
$9.00
Chicken
20 Grams
2 Mins
Paper
Lunch
Drive
Thru
Jimmy
Johns
7.00
Sandwich
30 Grams
1 Min
Paper
Dinner
Drive Thru
Price
change from
$3.00 to
$7.00
Offers healthy
foods at lower
calories
Also serves
as an eat in
restaurant
Known for their
tasty chicken
Offers food that
can be prepared
quicker
Popular
food choice
More
expensive
choices
Higher
calorie
foods
Food choices
can satisfy
dinner

MARKET
$7.00 $7.00 $9.00 $7.00 $9.00 $7.00 $9.00 $7.00 $7.00 $7.00
Burger Burger Sandwich Sandwich Chicken Chicken Chicken Chicken Chicken Sandwich
10
Grams
30
Grams
20
Grams
20
Grams
20
Grams
30
Grams
30
Grams
20
Grams
10
Grams
30
Grams
Lunch Lunch Lunch Dinner Lunch Lunch Dinner Dinner Snack Dinner
Walk
Up
Drive
thru
thru
thru
Drive
thru

MARKET
10.7%
10.8%
12.3%
13.3%
10.6%
10.5%
12.2%
KFC stole the market share after simulation because
of features and levels that have high rescale values.

OUTPUT 5: INTERPRET THE
INTERCEPT
 The re-scaled intercept suggests a market entry
barrier as perceived by the target market.
 Our Intercept is very large therefore it would be
harder to enter the market
 Any product’s TPU must be greater than the
intercept
 Poor survey results caused the intercept to be
very high which had a significant effect on
rescaling.
 Therefore, none of the TPU’s were higher than
the intercept.

RECOMMENDATIONS
 Because of poor results in the market share and
simulation, it would be in the best interests of
Quiznos to create innovation to increase their
brand awareness.
 While competing with similar restaurants such
as Subway, Quiznos can offer features and levels
that will introduce differentiation.
 In today’s economy, Quiznos can also start
offering less expensive meals to compete with
other restaurants.
(Subway’s “5 dollar foot long sandwiches”)

RECOMMENDATIONS
 Introduce delivery services like other competitors
(i.e. Jimmy Johns).
 Administer surveys accurately to eliminate any
intercept or rescaling issues.
 Expansion of meal variety since burgers aren’t
included.

FINAL CONCLUSIONS AND
RECOMMENDATIONS

 Quiznos should continue to introduce menu
differentiation to increase market awareness
 Measure sales, cost, and margin performance to
maintain future plans and increase preference
 Customer service needs to be of central
importance as improvements in customer service
will positively impact the environment in the
store and strengthen customer-employee
relationships
 Consistent implementation of health-conscience
foods to appeal to a larger audience

LEARNING MEMO
 When doing the surveys, we should of told people
to take these surveys seriously.
 Having more detailed questions, to insure more
precise results.
 Having a wider target market that was not
limited to DePaul students.
 Doing more surveys then 30 so we have a wider
range and more viable data to use.

Final presentation

Recomendados

Recomendados

Más contenido relacionado

Similar a Final presentation

Similar a Final presentation (20)

Último

Último (20)

Final presentation