"How to Conduct Effective Market Research. Information supplied by Guy Holmes at The Restaurant Ingredient."
Conduct a survey. People will be dubious about stopping to talk to anyone with a clipboard as they usually assume you're after their cash. Put a sign on the clipboard saying restaurant survey, and use an A board to persuade people to stop.
Use open ended questions. You want to discover how to get people to visit your establishment more frequently, so ask questions such as: What changes to the menu would you like to see? How could we improve our service? How would you improve the dιcor?
About 50 responses should give you an idea of how your restaurant is viewed by people that live and work in the area.
Use friendly staff to conduct the survey. A big smile will encourage more people to stop and answer the questions, and give a positive impression of your business.
Evaluate the competition. It's a good idea to regularly visit other restaurants and bars. Look out for promotions, what's on their menu, and prices.
How to Conduct Effective Market Research
The Caterer
May 2005
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