GUEST ACTION POINTSFast-casual growth. Declining restaurant traffic. The rise of off-premise occasions via 3rd-party delivery. We've all read the headlines. So what can a marketer do to prevent sales from slipping, regardless of share of traffic?
We start by talking to the most important guests we have: Those actively choosing to dine in your restaurant. In our research, these gold-mine guests tell us why they spend and why they don't. We'll organize our findings around the seven Guest Action Points, and when we perform the CheckUP with you, we'll apply this logic to your concept's merchandising strategy. Below are some of the questions we ask at four of the seven Guest Action Points. How would your organization answer them? How would your guests answer? |
ARRIVE
Do I feel welcome here? Do I feel part of something?
Am I excited about a familiar favorite, or the chance to try something new?
Am I excited about a familiar favorite, or the chance to try something new?
DECIDE
Are there surprises here? Are they good or bad?
What would make this experience better?
What would make it faster/easier?
What would make this experience better?
What would make it faster/easier?
ORDER
Is it easy to find what I want?
What goes well together?
What if I want to customize?
What goes well together?
What if I want to customize?
PAY
Is this what I expected to spend?
Did payment happen seamlessly?
What's in store for me next time?
Did payment happen seamlessly?
What's in store for me next time?