311-01E INSIGHT REPORT

PREPARED FOR

EPIC BURGER
Delivered by: TEAM BRAIN
Miranda Escutia, Mackenzie Greene, Dan Tausk, Caroline Crew, Scott Thomas
EXECUTIVE

SUMMARY Managerial Decision Opportunity: How do millennials

interact with delivery services in a fast casual industry?
RESEARCH OBJECTIVES
1.To determine millennial
delivery habits and
Step By Step Research Process
preferences.
1. Interview Spencer to assess his shortcomings for
2. To investigate to what
Epic Burger
extent social media affects
2. Develop MDOs and ROs according to interview
millennials’ food habits.
3. Created survey
3. To investigate how
4. Analyzed data
delivery services affects the
quality of Epic Burger’s food.
4. To investigate how Epic
Burger could attract a One notable insight or recommendation:
“younger generation”. If you implement delivery service we
5. To investigate recommend using Postmates and
competitors’ delivery conscious of quality
services.
BACKGROUND (RFI)

1 2 3 4
MDO Preparation:  How we decided on Explicit data from Explicit data from
literature search
Prior to the the Research
client secondary data and client-
interview we Objectives: It provided data:
meeting/informan
explored Epic was concluded that From the 2015 Fall
Burger's online their business t interview: consumer survey, 76% of
the consumers stated that
presence and problems were social Spencer stated
menu options was the
prepared relevant media and that “one of the most important factor in
questions. It delivery. Both social comparison to the dining
things Epic Burger
environment--motivating
was concluded that media and delivery wants is help with them to order delivery
their business MDOs were chosen According to Mintel, 67%
online
problems were because Epic Burger of millennials indicated
ordering” (Macken that they ordered from a
social media and could utilize social
delivery media to implement zie's Interview restaurant for delivery in
the last month 
deliver services. Data)
SOLUTION (RFP)

The observation guide and

Qualtrics survey are the proposed
data collection tools. It was
recognized that Epic Burger needed
insights regarding the vertical of
delivery service. Therefore, mixing
qualitative, exploratory design with
quantitative, descriptive design is
appropriate because by using both
data, it can holistically analyze
portrayal of itself and the
expectations of its customers.
SOLUTION (RFP)
How was the Qualtrics
survey developed?
With the MDO and ROs in mind,
questions were separated for
each RO--quality, delivery,
social media
Also followed the marketplace
best processes to avoid
combative overload and fatigue
for our survey participants
What natural settings
were observed?
Structured? Unstructured?
Each store is structured in the way that they all have
an industrial feel to their physical layout and they all
have the same food serving process at each location
(ex. order at the counter, sit down with number,
employee brings food)
The unstructured part of the observations consists
of how the customers interact with each other
and/or the environment. Behaviors varied between
very social behavior and also very reserved behavior
(individuals isolated with only their technological
devices).
Solution, Qualtrics Survey: What design traits were
untraditional?
NOIR Questions: Interactive Avoids Leading:
Nominal and Ordinal
Features: Avoided leading
questions were
implemented in order to Photos and gifs were through pretesting our
collect the most reliable used to keep survey. Edits were
results. Skip logic to kept participants madein order to
the data as accurate as
engaged throughout keep questions
possible and user
friendly.
the survey. objective.
Multiple
Exhaustive
Pretests:
Responses:
Two pretests
Participants were
provided with multiple, during class time were
exhaustive implemented.
options per question in Optimized time by
order to obtain their making edits to the
true feelings. survey after
pretesting.
 SAMPLING

What is the sampling frame? Does the Is it clear who is underrepresented by What ethical dilemmas happened or
frame fairly represent the population the research or not represented at all? If might happen? Did everyone have a
under study? so, what are those demographics? fair chance?

People may have

The sampling frame The older millennials started the survey then
included college (between 25 and 37) became uninterested
students, (aged 18- were halfway
22) which is the underrepresented in through and started
"younger our survey because filling out random
generation" that primarily college- answers just to
Epic Burger wishes aged millennials complete the survey.
to target. participated. Everyone had a fair
chance because of our
method of distribution.
Data Analysis Planning
No cleaning necessary
for survey data since
no questions at the top of the data
set.

For Analysis, planned the dates Transform -> Recode into the
and locations for in store Same Variables -> select the
observations. Then, reported
Variable -> click "Old and
findings to come to conclusions.
For the survey analysis, each New Values" -> select
RO was analyzed individually. "System-missing" under Old
From Qualtrics, Value -> Add the New Value
click Data & (i.e. 2=no) -> click Continue -
Analysis at the top > click OK
bar. Then on the right
there is an export and *Make sure to also include
import button. Click export data. codes for the Value via
Then it will export the data to SPSS (if your Variable View e.g. 1 = yes 2
computer has that feature) = no This coding can be
completed either before or
the Transform sequence
above.
Conclusion
RO 1: To determine millennial delivery habits and
preferences

Q6: How often do you currently use delivery? 61.1% (n=40) of participants who
Q7: What is most important when you order food for order food for delivery once in a
delivery? given month value price

Q8: What hinders you from ordering food for delivery? 72.5% of participants selected that
(select all that apply) ordering food for delivery was too
expensive

Q13: Would you be interested in ordering delivery 47.2% of participants said

online from Epic Burger? YES!
Conclusion
RO 2: To investigate the extent social media affects
millennials' food habits
92% (n=40) of
Q21: Which of the following participants who
social media apps do you reported that they
use? (A: Instagram) used Instagram also
& reported that a social
Q22: Has a post on social media post has
media influenced your influenced their
decision to visit a restaurant? decision to visit a
restaurant.
Conclusion
RO 3: To investigate how delivery services affects the
quality of Epic Burger’s food.

Q15: Is quality important 66.7% of participants

when ordering online for (n=40) who reported that
delivery? quality is very important
& when ordering online for
Q19: What would be possible delivery also said that
reasons you would not order they would not order a
a burger for online delivery? burger online for delivery
(select all that apply – because it gets soggy
selected choice: gets soggy)
Conclusion
RO 4: To investigate how Epic Burger could attract a
“younger generation”

Of the 57.5% of participants (n=

Q28: When you go out to eat, what is
your preferred kind of restaurant?
Q30: How would your favorite brand be
(30.4%). Of the same 57.5%, they
as a person?
Q31: What trait makes you like a brand
the most?
40) who chose Fast Casual as
their preferred kind of restaurant,
the most preferred brand
personalities were chill/laidback
(39.1%) and fun/energetic
also preferred the taste (34.8%)
and the atmosphere/attitude
(39.1%) as the top trait of the
brand.
Conclusion RO 5: To investigate competitor’s
delivery services

If you were only

allowed to order one
type of food for
75% (n=40) of participants who
delivery, which reported that ordering American
would you pick? food is their favorite delivery also
&
Which delivery
said they use Postmates the most
services do you use frequent.
MOST when ordering
food for delivery?
Conclusion
In-Store Observations
Time of day matters: lunch is meant for a quick meal
while after 3 is more social
Students eat alone with headphones in or on their
laptops
Not a very social environment in general
Groups of students come after class ends for the day
Atmosphere of Epic Burger was the same: industrial,
healthy living signage, and red coloring
CONCLUSION, INSIGHTS

Cross-Tab of Questions:
Which delivery services do you use
MOST when ordering food for
delivery
&
If you were allowed only allowed to
order one type of food for delivery,
which would
you pick?
CONCLUSION, INSIGHTS

Recommendation

75% of survey participants that love

American food said they use
Postmates the MOST.

If Epic Burger decides to start offering delivery services, the

data recommends that Epic Burger uses Postmates. This is because
Epic Burger falls within American style food and our American food
lover participants mostly use Postmates.
CONCLUSION, INSIGHTS

Results showed 66.7% of participants who reported

that quality is very important when ordering online for
delivery also said that they would not order a burger Recommendations
online for delivery because it gets soggy.

If Epic Burger implements delivery services, the data recommends

pretesting delivery quality before offering delivery to certain
distances. Delivering to different ranges and observing quality is
recommended.
CONCLUSION, INSIGHTS

92% of participants who reported that they used

Recommendations Instagram also did report that a social media post
has influenced their decision to visit a restaurant.

This data recommends high involvement in Instagram

post because posts influence customer decisions.
Furthermore, Instagram can be used as a vehicle to
inform customers about potential delivery service
offerings. This has the potential is influence delivery
habits
Conclusion, Limitations

Limitations: RO's Focused on

Multiple Aspects
The data may have been limited since the MDO chosen focused
solely on delivery, while the RO's encompassed social media as
well. This could affect the data by having multiple sectors
(delivery AND social media) get in the way of simply answering
the MDO chosen--since the entire project did not focus on solely
delivery.
Works Cited
Garcia, Krista. “Ordering a Dinner Delivery? Not an Everyday Activity.” EMarketer Retail, 17 Apr.
2018, retail.emarketer.com/article/ordering-dinner-delivery-not-everyday-
activity/5ad765ebebd4000b78fe14fe?ecid=NL1014.

Mintel. “Fast Casual Restaurants—US” Feb. 2017. Mintel. Loyola University Chicago, Chicago,
IL. 1 May. 2018.

Mintel. “Social Media in Foodservice—US” Aug. 2017. Mintel. Loyola University Chicago,
Chicago, IL. 1 May. 2018.

Mintel. “Restaurant Decision Making Process—US” Dec. 2017. Mintel. Loyola University
Chicago, Chicago, IL. 1 May 2018.

Patton, Brooke, and Lisa Whetstone. “5 Pitfalls in Quantitative Research and How to Avoid
Them.” GutCheck, 14 June 2017, www.gutcheckit.com/blog/5-pitfalls-quantitative-research-
avoid/?utm_content=link.
LinkedIn

Caroline Crew: : linkedin.com/in/caroline-

crew-27894a12a
Miranda Escutia:
linkedin.com/in/mirandaescutia
Mackenzie Greene:
https://www.linkedin.com/in/mackenzie--
greene/
Scott Thomas:
linkedin.com/in/thomasscott12
Dan Tausk: linkedin.com/in/daniel-tausk-
703380119

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Appendix Checklist

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