The Competitive Landscape
Innovation and the ability to accommodate diverse wants and needs are two drivers of success in the restaurant industry. In this crowded, competitive landscape, differentiation is the key, whether it's menu variety, dining options or more.

Today's consumers are increasingly focusing on healthy yet tasty dishes. It is not uncommon to see your typical fast-food chain carrying salads, yogurts, fresh fruits, and promoting their efforts to increase the healthiness of their foods.

Not only are American's trying to fight obesity and eat healthier; their preferred tastes are changing rapidly. Restaurants that provide an array of cuisines on their menu stand to reap the benefits. The ethnic food market is a fast growing category in the food and beverage industry, full of potential and promise.

What strategies are you considering to keep ahead of the competition? At MRSI we can provide the actionable marketing research insight you need to make those decisions.

Your Image and Customer Loyalty
Is your current image relevant among your target market? Are you living up to what consumers want and/or expect of your brand? With the tough competition restaurants in the industry face daily it is crucial your brand is best positioned to compete in the marketplace to not only retain sales but also to facilitate expanding them.

With recent issues emerging concerning the healthiness of certain types of foods and cooking oils, and obesity-related consumer lawsuits attracting negative publicity, it is important to have your consumer's loyalty and trust.

As restaurants further their attempts to please the palate in a health-friendly way, those efforts need to be effectively communicated. Through customized marketing research, we can help to ensure that your brand image and positioning are on target with today's consumers.

Understanding your Consumer
Expenses add up fast. With soaring gas prices, high interest rates, and the declining value of the dollar, your target consumers may be eating at home more often than usual to save those extra dollars; affecting your bottom line. Everyone likely feels the impact, from fast-food to casual dining to high-end restaurants in the industry.

What's the solution? Do you need to reevaluate your menu items? Are your prices are in line with your consumer's price points? At MRSI we can help you understand your consumers, what they value, what their price points are, and most importantly; we can help you communicate with them in a way that grabs their attention!

A CASE STUDY:

THE ISSUE:
As a result of the changing dynamics in the restaurant industry as well as the evolving face of fast-food consumers, a major QSR chain was interested in expanding its annual tracking study to include ethnic groups.

THE SOLUTION:
MRSI has partnered with the client in this study for over ten years and during that time, the marketing research has evolved from simply evaluating the image of the chain's beloved mascot into a comprehensive study that drives decision making throughout the company.

MRSI developed a custom tracking program among general market consumers which provides the client with insights that drive advertising and promotion decisions, drive communication to consumers, identify hot button issues among customers, generate future product opportunities, and help the company to keep a pulse on competition. The study incorporated a larger number of surveys for targeted ethnic groups such as Hispanics and African Americans in order to track new trends in the marketplace.

BUSINESS IMPLICATION:
Not only will the research continue to drive decision making for the client's general market consumers, but now it will also enable the client to more specifically understand the needs and nuances of particular ethnic groups. This will allow the QSR chain to reach its customers more effectively and continue to grow its overall business.

Find out more today!
For more information on how our marketing research services can help your restaurant keep ahead of the competition, contact us at 513-579-1555 or use one of our online forms to quickly request additional information or to request a proposal.