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| "We're losing customers. Traffic is down at some units, up at others. We need to know why." |
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| Situation |
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An MR&C restaurant client was feeling the pinch of declining traffic at some of their units. As a result certain markets were not meeting plan. The client had conducted internal surveys that had pointed out some problems, but were not detailed enough to really pinpoint how to reverse the declines. |
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MR&C designed a program of in-depth research among various customer types, as well as an extensive, cost-effective at-unit buyer reaction study. The qualitative research fed into the quantitative to enhance the richness of learning at that level. |
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| Result |
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The Client was able to determine the reasons for diminished traffic, and explore new operational and product methods to recapture the traffic. MR&C's recommendations covered executional, pricing, product and service issues.
The client's traffic in the "down" stores increased and within three months was on a par with the rest of the system. |
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