Anita’s Kitchen Restaurant Customer Survey
Anita’s Kitchen Restaurant was first established in Birmingham, UK in 2005. The restaurant serves foods of different ethnic origins, in particular Indian, Thai, Chinese and Italian foods. It is well located on Broad Street, the most popular street for dining, drinking and entertainment. Customer traffic is high but competition is intense.
The restaurant concept is based on the provision of a wide array of popular ethnic foods, cooked in an open kitchen
so customers can see and smell their food as it is made. Customers can eat as much as they like at a fixed price. The
interior emphasises the food’s exotic heritage by displaying maps, pictures and ingredients from the countries of
origin throughout the setting. It aims to offer a fun, festive atmosphere. It is brightly lit and bustling with activity.
Fast and friendly service is also part of the restaurant’s appeal. The target customers are mainly young professionals,
university students and families looking for an enjoyable meal at affordable prices.
Many new restaurants have opened. Aware that competition is intensifying, Anita is constantly looking to evaluate
and improve her restaurant’s offering to the customer. She needs information in order to better understand what
aspects of the restaurant drive customer satisfaction and where it can be improved. She has outlined a few
questions to be researched:
Are customers satisfied or not, and if not, why not?
• Are there any problems with the food, the atmosphere, or some other aspect of restaurant offering (e.g. employees or service?).
• What are the common characteristics of satisfied customers?
• Is the target market correctly defined or does it need to focus on a different niche?
• Are there sub-groups of customers that are more committed (loyal) to Anita’s Kitchen Restaurant?
• And if so, who are they?
Answering these, and other similar questions, will help Anita to focus the restaurant’s marketing efforts, and be in a
clearer position to consider expanding the restaurant concept from the UK to other cities in Europe. In developing a
five year plan, Anita is considering opening two additional locations in the UK based on the success of the
Birmingham location. She has identified Manchester and Edinburgh as potential locations.
Anita has recruited a local marketing research company to conduct a questionnaire survey on customers. Anita’s
Kitchen Restaurant customers, who dine out in any restaurant once a week or more, and who live in Birmingham are
the population for the study. The sample was a convenience sample. Questionnaires were given to one member of a
dining party. Questionnaires were collected each day over a 14 day period.
In total 427 questionnaires were completed and the data have been collected and put into an SPSS data matrix.
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