Transcript Broulim’s Artisan Bread and Tortilla Survey Results

Broulim’s
Artisan Bread
and Tortilla
Survey Results
Caitlin Trani, Chantelle
Rowley, Kristi Keister, Kyle
Manning, Christian Holman
{Table of contents}
 Research
Objectives: 3
 Methodology: 4-5
 Limitations: 6
 Demographics: 7-11
 Perceptions of Bread & Bakery: 12-16
 Awareness & Purchase Habits: 17-26
 Willingness to Purchase: 27-35
 Tortillas: 35-50
{Research Objectives}
 Artisan




Bread
Awareness/Usage
Pricing
Expectations
Reasons would not
purchase
Broulim’s Bakery
Atmosphere
 Tortillas



Tortilla purchase
habits
Likelihood to buy
fresh tortillas made
in store
Pricing
expectation
{Methodology}
•
•
1,266 email invitations sent
Survey ran for 10 days
•
Reminders sent 5 days into survey to non-responders
•
433 people started survey, 412 finished.
24 screened out
Net sample 388
•
*All results are significant at a 95% confidence level
•
•
{Methodology}
Broulim’s Sample
 57 Finished
 62 Started
 92%
completion
Rate
 268 invited
 23% Response
Rate
Employee Sample
 106 Finished
 108 Started
 98%
completion
rate
 248 invited
Student Sample:
 249 Finished
 263 Started
 95%
completion
rate
 750 invited
 35% response
rate
{Limitations}
 Sampling
due to Broulim’s regular
customers
 Apathy of respondents
 The wording on some questions could be
confusing
 The arrangement of questions could be
misleading
{Gender}
Q25 - What is your gender?
60%
56%
50%
40%
44%
30%
20%
10%
0%
Male
Female
{Age}
Q26 - What is your age?
45%
40%
39%
35%
30%
25%
26%
20%
15%
10%
10%
5%
9%
11%
6%
0%
Under 21
21-25
26-30
31-40
41-50
51+
{Student}
Q27 - Are you a BYU-Idaho Student?
80%
70%
69%
60%
50%
40%
30%
31%
20%
10%
0%
Yes
No
{Household}
Q28 - Select the choice below that best describes your current household.
50%
45%
48%
40%
35%
30%
25%
27%
20%
23%
15%
10%
5%
0%
2%
Single, live alone
1%
Single, with
roommates
Single parent with Married, no children
children in
in household
household
Married, with
children in
household
{Region}
Q29 - Where are you originally from? Please select the closest region
45%
40%
42%
35%
30%
25%
20%
19%
15%
14%
10%
5%
0%
5%
3%
7%
6%
2%
3%
Perceptions of
Bread and
Bakery
{Perceptions of Artisan Bread}
Level of Agreement with each statement
5.00
4.50
4.24
4.40
4.00
3.62
3.50
3.08
3.00
2.69
2.50
2.00
1.50
1.00
0.50
0.00
Good flavor
Looks appetizing
Good value for the Went stale too fast
money
Crust is too hard
{Perceptions of Bakery}
4.00
3.70
3.50
3.03
3.00
2.99
2.92
2.90
1 - Strongly
Disagree
2 - Disagree
2.50
3 - Neither
Agree Nor
Disagree
2.00
1.50
4 - Agree
1.00
5 - Strongly
Agree
0.50
0.00
Has Appetizing
odors
Too cluttered/hard Needs more lighting
to navigate
lighting/too dark
Display units are
drab and
unappealing
Colors are drab
and unappealing
{Broulim’s Bakery Perceptions}
Interesting Find – Responses of “Not
sure/Can’t Remember”
 Needs
More lighting/too dark = 17%
 Too Cluttered/hard to navigate = 12%
 Colors are drab and unappealing = 13%
 Display Units are drab and unappealing =
12%
 Has Appetizing odors = 10%
{Recommendations}

There is an opportunity to create an
experience that leaves an impression on
customers


Remodel is an opportunity to innovate
Customers did seem to feel that the bakery
has an appetizing odor.

Find a way to use this as an advantage
in creating an experience

Create an experience

Packaging, interaction
Awareness &
Purchase
Habits
{Awareness of Display}
Q16 - Do you know where the Artisan Bread display is in Broulim's?
70%
60%
58%
50%
40%
30%
32%
20%
10%
9%
0%
Yes
No
Maybe
{Age vs. Awareness of Display}
80%
70%
60%
50%
68%
66%
70%
68%
48%
53%
Maybe
40%
39%
30%
20%
No
29%
23%
26%
29%
Yes
22%
21%
13%
10%
5%
9%
8%
3%
0%
under 21
21-25
26-30
31-40
41-50
51 +
{Artisan Bread Purchases}
Q17 - Have you purchased Artisan Bread at Broulim's?
80%
70%
73%
60%
50%
40%
30%
20%
27%
10%
0%
Yes
No
{Bread Display & Purchases}
Q16 - Do you know where the Artisan
Bread display is in Broulim's?
Q17 - Have you purchased Artisan Bread
at Broulim's?
70%
80%
60%
70%
58%
73%
60%
50%
50%
40%
40%
30%
32%
30%
20%
20%
10%
9%
0%
27%
10%
0%
Yes
No
Maybe
Yes
No
{Age vs. Artisan Bread
Purchase}
100.0%
92.9%
90.0%
80.0%
71.7%
69.2%
70.0%
64.0%
57.1%
60.0%
50.0%
54.8%
45.2%
42.9%
Yes
36.0%
40.0%
30.8%
28.3%
30.0%
20.0%
10.0%
7.1%
0.0%
under 21
21-25
26-30
31-40
No
41-50
51 +
{Age vs. Artisan Bread
Purchase}
{Academic Status vs. Bread
Purchase}
90.0%
79.6%
80.0%
70.0%
60.0%
50.0%
57.6%
42.4%
No
40.0%
Yes
30.0%
20.4%
20.0%
10.0%
0.0%
Non Student
Student
{Age vs. Purchase and
Awareness of Display}
Have you purchased Artisan Bread?
100.0%
80.0%
60.0%
No
54.8%
40.0%
20.0%
0.0%
42.9%
7.1%
under 21
28.3%
21-25
26-30
36.0%
31-40
Linear (Yes)
30.8%
41-50
Yes
51 +
Do you know where the display is?
80%
60%
66%
68%
70%
53%
40%
20%
68%
Maybe
No
39%
Yes
Linear (Yes)
0%
under 21
21-25
26-30
31-40
41-50
51 +
{Recommendation}
 The
data shows that there is a large
market to capture with students and
those up to the age of 25.


Starving Student Cards, Rexburg Savings
Update Website
 Use
social media - Facebook
Willingness to
Purchase
{Frequency of visits at grocery
stores}
70.0%
66.5%
Never
60.0%
< Once a
month
50.0%
40.0%
About once a
month
37.4%
31.2%
33.8%
34.0%
30.0%
2-3 times a
month
20.0%
About once a
week
10.0%
More than
once a week
0.0%
Albertson's
Broulim's
Walmart
Sam's Club
Winco
{Willingness to Buy}
Q13 - If the breads you preferred in the previous question were available at a grocery
store in Rexburg for $2.99 each, how likely would you be to buy them in the future?
40%
35%
35%
30%
25%
20%
22%
15%
16%
10%
5%
0%
3%
Very Unlikely
(1)
6%
Unlikely (2)
8%
Somewhat
Unlikely (3)
10%
Undecided
(4)
Somewhat
Likely (5)
Likely (6)
Very Likely (7)
{Customers Not Likely to Buy}
Q14 - Why would you be unlikely to purchase the Artisan
Breads in which you previously showed interest? (check all that
apply)
50%
45%
47%
40%
35%
30%
25%
20%
15%
15%
10%
5%
2%
0%
Price
14%
16%
5%
Not sure
Rest of
Might go
Not sure
Other,
where to household stale before what to use please
find them might not we can eat
it for
specify
like them
them
___________
{Have you ever tried Artisan Bread?}
80%
72%
70%
60%
50%
40%
30%
20%
18%
10%
10%
0%
No
Not Sure
Yes
{Previous Purchases vs.
Willingness to Buy}
Willingness to Purchase Artisan Bread at $2.99 if
you've already purchased it before
5.5
5.6
5.4
5.2
5.0
4.8
4.8
4.6
4.4
4.2
No
Yes
{Expected Price to Pay vs.
Willingness to Buy at $2.99}
5.8
5.6
5.6
5.4
5.4
5.2
5.0
5.0
5.0
5.1
4.8
4.6
4.4
4.2
4.2
4.0
$1-$2
3
4
5
6
$6 +
{Recommendations}
 Promote
the great price
Tortillas
{Tortilla Consumption}
35%
30%
29%
25%
22%
20%
20%
15%
14%
10%
11%
5%
0%
2%
Never
2%
Less than
once a month
Once a
month
2-3 times a
month
Once a week
2-3 times a
week
Daily
{Types of Tortillas}
45%
40%
42%
35%
30%
25%
20%
23%
21%
15%
10%
5%
7%
7%
1%
0%
Flour
Wheat
Spinach
Sun Dry Tomato
Corn
Other
{Flour Tortilla Preference vs.
Region}
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
85.7%
88.9%
81.5%
90.9%
89.5%
77.8%
77.4%
61.5%
50.0%
{Flour Tortilla Preferred by Mountain
West vs. Everywhere Else}
90%
89%
88%
86%
84%
82%
80%
78%
78%
76%
74%
72%
Everywhere Else
Mountain West
Mountain West vs. Everywhere Else
{Tortilla type & Gender}
Spinach
Sun Dry Tomato
16%
14%
18%
16%
15%
16%
14%
12%
12%
10%
10%
8%
10%
10%
8%
6%
6%
4%
4%
2%
2%
0%
0%
Female
Male
Gender
Female
Male
Gender
{Spinach & Time of Day}
25%
21%
20%
15%
12%
10%
5%
0%
Earlier than 2 PM
2 PM or Later
Time of Day
{Recommendation}
 Flour


Tortillas
Flavored tortillas should be targeted toward
women
Flavor varieties in the morning for earlier
shoppers
{Price}
Q24 - How much extra would you be willing to pay for a package of 10 fresh tortillas
versus 10 pre-packaged tortillas?
35%
30%
31%
25%
20%
24%
22%
15%
15%
10%
5%
3%
0%
Would not pay
extra
50 cents more
75 cents more
$1.00 more
$1.25 more
6%
$1.50 more
{Gender & Willingness to Pay}
80%
70%
71%
59%
60%
50%
40%
41%
Willing to Pay Less than $1.00
Willing to Pay More than $1.00
30%
29%
20%
10%
0%
Female
Male
Gender
{Importance factors – Tortillas}
7.00
6.12
6.00
5.06
5.00
4.99
3.78
4.00
3.00
2.00
1.00
0.00
Taste
Ingredients
Thickness
Atmosphere of store
{Importance Factors – Taste &
Ingredients}
{Importance Factors – Taste &
Ingredients}
{Importance Factors –
Atmosphere}
{Likelihood to buy}
Q23 - If a supermarket in the Rexburg, Idaho area made fresh tortillas right in front of
you in the store, how likely would you be to buy them?
35%
30%
29%
25%
20%
21%
18%
15%
18%
10%
5%
0%
2%
Very Unlikely
(1)
6%
6%
Unlikely (2)
Somewhat
Unlikely (3)
Undecided
(4)
Somewhat
Likely (5)
Likely (6)
Very Likely (7)
{Recommendations}
 Pricing
– 60 cents more than a
comparable 10 pack tortilla
 Target women – higher favorable
preferences for atmosphere, ingredients
and taste

Get a good recipe – make sure it’s tested
and comparable to other fresh tortillas