M ar k e ti n g R e s e ar c h R e p or t 3 A l ar m P i z z a D e p ar … · The purpose of this research project was to provide Robin and Patrick Martinez, owners of 3 Alarm, with

Marketing Research Report ———————————————————————————————————————

3 Alarm Pizza Department

Researcher Katie Genung

Presented to

Robin & Patrick Martinez

Advisor Les Harman

Date

December 4, 2017

Executive Summary ——————————————————————————————————————— Purpose The purpose of this research project was to provide Robin and Patrick Martinez, owners of 3 Alarm, with a specific and detailed analysis of customer preferences and satisfaction, as well as customer input on new product and service ideas. Primary Problems

● Some people are dissatisfied with the TV quality ● Recent change in ownership, so Yelp reviews have outdated, irrelevant complaints ● Unaware of customers’ preferences outside of customers who regularly visit ● No previous opportunities for gathering feedback from their customers

Primary Research Objectives

● Are customers satisfied with the speed of service at 3 Alarm? ● Are customers satisfied with the decor of 3 Alarm? ● How much of a role do the TVs play in getting customers to come to 3 Alarm? ● Who are the most valued customers? What is it that they care most about? ● Who do the most valuable customers come with? ● Would offering online ordering increase sales? ● Would offering student discounts/trivia nights bring in more local students?

Methodology Research was conducted in several phases over the course of 3 months. The research process began with gathering articles and websites about the restaurant industry and fast-casual dining and sandwich shop trends in the United States. After secondary research was gathered, 18 customers were interviewed and an on-site focus group with three 3 Alarm customers was conducted on October 16, 2017. After the initial research, a survey was distributed from November 3, 2017 to November 20, 2017. 93 surveys were received. It is important to note that this was not a random sample. Significant Findings

● The overall satisfaction of the customers is 8.25 out of 10 ● 80 out of the 92 respondents AGREE that they wish their seats were more comfortable ● Of the 27 respondents who VERY STRONGLY AGREE to wishing their seats were

more comfortable, their mean importance is 8.07 and mean satisfaction is 4.80. ● 55 out of the 91 respondents AGREE that they wish it didn’t get so hot and stuffy inside

● 66 out of the 91 respondents AGREE that if there were higher quality TVs, they’d watch more games at 3 Alarm

● 72 out of the 91 respondents AGREE that if 3 Alarm shared monthly deals on Instagram, they’d follow them

● 55 out of the 90 respondents AGREE that they’d like 3 Alarm to play classic rock music (unless there’s a big game on)

● 60 out of the 93 respondents ranked taste of food as the #1 most important aspect to them ● The difference in importance and satisfaction for those who rated their overall

satisfaction as a 6 or below in TV quality is 5.83 and 5.28 for seat comfortability Recommendations

● It is recommended that 3 Alarm discover ways to improve the comfortability of the seats. ● It is recommended that 3 Alarm find a way to cool the temperature more, perhaps by

adding some ceiling fans or lowering the A/C. ● It is recommended that 3 Alarm acknowledge customers’ desire for higher quality TVs

and invest in new ones. ● It is recommended that 3 Alarm use their Instagram account more consistently and post

monthly deals for customers to use. ● It is recommended that 3 Alarm play classic rock music (unless there’s a big game on).

Researcher’s Note Robin and Patrick, it has been so wonderful partnering with you guys throughout the research process! I respect the dedication you two put towards your business and to knowing your customers well — I hope you find this report helpful as you make future decisions.

Table of Contents ——————————————————————————————————————— I. Background ...........................................................................................................1 II. Discussion of Primary Problems ..........................................................................2 III. Research Objectives ............................................................................................3 IV. Methodology .......................................................................................................3

A. Secondary Research (Articles and Websites) ............................................4 B. In- Depth Interviews ..................................................................................6 C. Focus Groups .............................................................................................7 D. Survey Respondents ..................................................................................8 E. Data Collection Method .............................................................................9 F. Sampling Process......................................................................................10 G. Data Analysis ...........................................................................................11 H. Limitations ...............................................................................................13

V. Explanation of Survey Terms ............................................................................14 A. Customer Feedback Survey .....................................................................15 B. Data Entry Survey ....................................................................................17 C. Summary Text .........................................................................................21

VI. Major Findings and Conclusions ......................................................................38 A. Who filled out the survey? ......................................................................39 B. Who are the best customers? ...................................................................42 C. Are customers satisfied with 3 Alarm? ....................................................48 D. What are some potential marketing strategies? .......................................55 E. What do customers think of the speed of service? ...................................61 F. Are customers comfortable with 3 Alarm’s environment?.......................65 G. How do customers want to be entertained? .............................................70

VII. Summary of Recommendations.......................................................................75 VIII. Recommendations for Future Research..........................................................77

A. Updated Survey........................................................................................78

I. Background ——————————————————————————————————————— Purpose: The purpose of this market research report is to identify existing or potential problems that 3 Alarm has, as well as opportunities for growth. The report includes secondary research from websites and articles as well as primary research collected through customer interviews and a focus group. The majority of the research presented is based on the customer surveys that were handed out at 3 Alarm. Based on this research, the report provides findings, conclusions, and recommendations for 3 Alarm to help them better serve their customers. Store Background and History: 3 Alarm is a family-owned business that Robin and Patrick Martinez gained ownership of in April of 2017; however, the restaurant has been around for over 20 years. They exist as a local pizzeria that offers tasty pizza with a hometown feel. They strive to have meaningful relationships with their customers and provide the best possible service. Until this point, 3 Alarm has not had prior marketing research conducted. Store Location and Contact Information: 3 Alarm Pizza Department 11343 La Mirada Blvd, Whittier, CA 90604 Phone number: (562) 777-1114 Website: http://www.3alarmpizza.com/ Primary Contact: Robin Martinez Phone: (562) 453-6496

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II. Discussion of Primary Problems ——————————————————————————————————————— Purpose: Problems are the motivating force behind the research conducted. It is important to establish what is already known and what remains to be discovered before conducting interviews or administering a survey. This section describes problems identified before the research was conducted. Primary Problems: Some people are dissatisfied with the TV quality 3 Alarm gives off a sports bar feel by having many TVs constantly playing ESPN and all sporting events. NBA, NFL, NHL and MLB games are a big part of the restaurant’s atmosphere. However, the owners are aware that the TVs are old and pretty outdated, so they’re wondering what customers think about them and if impacts them significantly. Recent change in ownership, so Yelp reviews have outdated, irrelevant complaints Robin and Patrick bought 3 Alarm late last spring and many people had problems with the previous owner. He was rather rude and did not always serve his customers well. Yelp reflects this as there are complaints about him on there; however, the new owners want people to know 3 Alarm is under new ownership and they are devoted to treating their customers with the best service possible. Unaware of customers’ preferences outside of customers who regularly visit 3 Alarm Pizza has some insight of customer preferences from their most loyal customers and people whom the bartenders and staff have cultivated a relationship with. However, many people do not share their opinions with the bartenders or waiters, particularly if they have not yet established any sort of relationship with the staff. No previous opportunities for gathering feedback from their customers 3 Alarm has been able to build a credible profile on yelp as well as build a great network of word of mouth marketing opportunities; however, there have not been many opportunities for 3 Alarm to continually stay up to date on how their customers feel about their experience. The ownership desires to know if the customers have any feedback that would be helpful in moving forward with the running of 3 Alarm.

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III. Research Objectives ——————————————————————————————————————— Purpose: Research objectives are the specific questions that the project will seek to answer. They have changed over the course of this project as the researcher discovered new information. The objectives below include both the original objectives from September and the final objectives used to develop the survey. Initial Research Objectives:

● What is the best way to promote team parties/fundraisers? ● What are the main reasons people come to 3 Alarm? ● What is the best avenue of communication between 3 Alarm and their customers?

Final Research Objectives:

A. Are customers satisfied with the speed of service at 3 Alarm? B. Are customers satisfied with the decor of 3 Alarm? C. How much of a role do the TVs play in getting customers to come to 3 Alarm? D. Who are the most valued customers? What is it that they care most about? E. Who do the most valuable customers come with? F. Would offering online ordering increase sales? G. Would offering student discounts/trivia nights bring in more local students?

IV. Methodology ——————————————————————————————————————— Purpose: This section includes the methods used for the entire research process. These methods were used to obtain data from current customers at 3 Alarm. It includes data from secondary research (articles and websites) as well as feedback received from customers. Ultimately this information will be helpful for making recommendations to 3 Alarm.

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A. Secondary Research (Articles and Websites) Purpose of the Respective Section: It is essential that the researcher conduct secondary research from secondary sources before doing primary research at the client company itself. Not only does this ensure that the researcher understands the industry and is qualified to interview real customers of the industry and client, but it also keeps the researcher from taking valuable time of customers away through asking questions where the answers are available through secondary research. Specifically, research was conducted through discovery and studying of websites and articles about the industry. Articles Six articles and seven websites were identified and analyzed, but for the sake of space only the best four of the articles and the best website appear in this report. Article #1: Hynum. Pizza Magazine, “Pizza Power 2017 - A State of the Industry Report,” December 2016. This article is loaded with statistics on the current pizza industry and where the future leads, both within the United States and globally. It also provides tips on how to compete within this industry. Key Findings

● Pizza consumption in 2016 climbed to its highest level in the past four years. 41% percent of consumers polled say they now eat pizza once a week, a big jump from 26% just two years ago.

● Independent and small chains make up for 44.28% of the United State’s pizza industry sales.

● There’s a recent push for fresher, healthier, more “exotic” ingredients for customers. ● Millennials spend a lot of money on pizza as the industry continues to grow.

Article #2: Fox News. “Tech is killing off America’s independent pizzerias, says industry report,” March 4, 2016.

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This article discusses how technology is being integrated into pizza ordering and delivery, and how this is important to jump on board or else valuable customers may go elsewhere. Key Findings:

● Digital ordering (through mobile or computer) is taking over the pizza industry ● People Google search “local pizza shops,” so it is crucial to be discoverable online or else

big chains will eat up the local smaller businesses ● Significantly less orders are being made by phone and more online/through apps

Article #3: Mohammad. Pizza Marketplace, “Six strategies for more profitable pricing,” August 30, 2010. This article discusses practical ways to evaluate your business’ pricing model and offers suggestions on improving such methods. Key Findings

● Every business should have a value statement, explaining why they’re “the best of the best”

● Discounts may bring in new customers, but don’t keep giving them out unnecessarily, or else people may begin to undervalue your product

Article #4: Morin. Pizza Magazine , “Implement these five expert tips to create your own moneymaking customer loyalty program,” March 2014. This article gives expert advice on how to create a worthwhile customer loyalty program, specifically for pizza restaurants. Key Findings

● Loyalty programs are very helpful at getting customers coming back ● Make signing up easy and accessible for all — social media is a great platform for this ● Giving back to the community is a huge bonus for customers — they like seeing an

owner’s interest in their own community Websites Website #1: https://www.yelp.com/biz/3-alarm-pizza-department-whittier-2?sort_by=date_desc, last viewed September 22, 2017.

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https://www.yelp.com/biz/3-alarm-pizza-department-whittier-2?sort_by=date_desc

This is 3 Alarm Pizza Department’s Yelp page, and it is full of honest, insightful reviews and photos from customers. Key Findings

● Customers are generally satisfied with 3 Alarm Pizza Department — averaging 3 ½ stars out of 81 reviews.

● Customers seem to really enjoy the taste of all the food options, friendliness of the service (now that it’s under new management), family-friendly atmosphere, and ability to have organized team events.

● The most common complaint is that it takes too long to get the pizza in the customer’s hands and that ordering over the phone has had complications. Another complaint is the cleanliness/decór of the restaurant.

B. In-depth Customer Interviews The purpose of the interviews was to discover general customer expectations and attitudes towards 3 Alarm. The next phase of the research process includes face-to-face interviews with current 3 Alarm customers. Eighteen in-depth interviews were conducted between October 1, 2017 and October 9, 2017, and these were the best five interviews. Customer Interview #1 Face-to-face, 10/1/17 at 3 Alarm Pizza in Whittier, CA. Why Relevant: Football coach who always brings his team here after wins

- Likes prices, food, environment and customer service - Wants the A/C to be cranked a bit more because it gets hot - Not a local, but makes the drive to eat here because it’s worth it to him

Customer Interview #2 Face-to-face, 10/5/17 at 3 Alarm Pizza in Whittier, CA. Why Relevant: Father brings his family here 1-2x per week and they are loyal for 4 years

- Likes that it’s family-friendly and loves the owners - Wants more and nicer TVs with good audio to hear what’s going on - Eat out for pizza a lot and they also visit Gondola’s and Ambrose frequently - Comes here to watch the game and even leaves work early sometimes to make it to 3

Alarm to watch sports here

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Customer Interview #3 Face-to-face, 10/5/17 at 3 Alarm Pizza in Whittier, CA. Why Relevant: Has been coming here weekly for 20 years

- Always orders the same thing and they always get it right - Likes that they save a spot for her and her husband and that they never get kicked out - Been coming here since high school and it’s all about the atmosphere for them - Her grandkids like the arcade room

Customer Interview #4 Face-to-face, 10/9/17 at 3 Alarm Pizza in Whittier, CA. Why Relevant: Comes 1-2x per year with football team

- Only comes for football team events - Thinks decor is very outdated - “I get the fire department deal, but modernize it a bit” - Prefers Pizza Mania because he thinks they have better pizza and are more modern

Customer Interview #5 Face-to-face, 10/9/17 at 3 Alarm Pizza in Whittier, CA. Why Relevant: Loyal monthly customer for over 20 years

- Came in tonight because their delivery/call-in experience lately has been pretty bad - Been waiting for over an hour for food and was beginning to get slightly irritated - Loves the taste of the food, so it’s worth it for him to wait - Thinks online ordering would speed up the process

C. Focus Group The next phase of the research process is conducting the focus group. It is similar to the in-depth interviews where customers are asked various questions about their experiences and current attitudes. However, the focus group allows customers to hear each other and be able to talk to each other in a synergistic fashion. On Monday, October 16, 2017 a focus group was conducted for 3 Alarm Pizza. Brooke, Hannah and Anna have all dined at 3 Alarm two times and Brooke has ordered to-go once. They are all Biola students and have recommended 3 Alarm to others.

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Relevant Findings

- All three enjoy the old-fashioned charm of 3 Alarm Pizza and how it reminds them of being in the mountains somewhere in a small town

- Brooke likes how fresh the Chicken Fajita pizza is and all the vegetables that are on it - All the girls agree that the pricing at 3 Alarm Pizza is reasonable and Brooke thinks it is

an extremely good deal for how much quality pizza you get - Hannah enjoys the customizable aspect of Pieology, but she’d rather have a customized

pizza at 3 Alarm - Hannah really loves the crust at 3 Alarm - Anna would like to see what ingredients are going into her pizza; she says it tastes fresh,

but you don’t know where the ingredients are coming from - Brooke thinks college kids don’t know that 3 Alarm exists because no one has ever heard

of it that she recommends it to, so she thinks it would be helpful to have events like trivia night

- Hannah would like to see some sort of deal for college students - Brooke thinks the call-in order works really well because she didn’t have to share any of

her info besides her name and order - Hannah and Anna like the atmosphere with the noise of the music and sports playing on

TV - Hannah thinks they should have a sign lit up on the road because she has driven by it her

whole life, but never noticed it before - Anna thought it was closed one night because there was no light on, but it was indeed

open - Hannah would like to see some sprucing up inside in regard to washing and cleaning (for

example, the fire trucks on the shelves could be dusted) - Brooke feels confused about where she is supposed to put her dishes after she’s done, so

she thinks it would be helpful to have signage - Anna said that customer service could improve by welcoming her into the restaurant

instead of ignoring her

D. Survey Respondents Purpose: The final step of the research process includes the development and distribution of a customer satisfaction survey. This survey was formulated based on the previous research

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methods. Surveys were placed near the register at 3 Alarm and customers were encouraged to fill the survey within the restaurant. They were also passed out when the researcher was at 3 Alarm. A total of 93 surveys were collected between the dates of November 3, 2017 and November 20, 2017. The surveys were given to current customers at 3 Alarm because this project seeks to uncover attitudes and opinions of those customers. Also, the answers the survey respondents provided may aid in developing strategies for customer satisfaction. Who Filled Out the Survey:

● 47 out of 93 respondents are female ● 45 out of 90 respondents are ages 36-64 ● 67 out of 93 respondents have referred someone to 3 Alarm ● 46 out of 93 respondents typically come with a sports team ● 15 out of 93 respondents have eaten at 3 Alarm 8 or more times in the past two months ● 45 out of 91 respondents say 3 Alarm is their “go-to” pizza place

E. Data Collection Method Purpose This section explains exactly when, where, and how the surveys were collected, as well as the incentive used, while these particular methodologies were used, and how the surveys were collected, as well as the inventive used, while these particular methodologies were used, and how many surveys were collected. An explanation of the survey administration process is necessary to prove that the utmost measures were taken to insure that survey respondents gave as accurate of representations of their feelings and opinions as possible. How Many Collected A total of 93 surveys were collected during the allotted time period. When The surveys were distributed from November 3, 2017 to November 20, 2017. The time frame was brief so that the report could be compiled in a timely fashion. Where

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All of the surveys were filled out at 3 Alarm during their open hours. How 3 Alarm employees, owner, as well as the researcher handed out and collected surveys, during or after the customer paid for their purchases. The surveys were then handed back to the researched (if present) or placed in a clearly designated yellow envelope. Incentive Used The incentive offered for answering the survey was a coupon for $3 off their next purchase of $20 or more. The incentive was given so customers would be motivated to fill out the survey. Why Data was collected in this manner in order to ensure both willingness to fill out surveys, but also unbiased results. Surveys were handed out only at 3 Alarm because the in-shop experience best catered to the surveys being filled out accurately. The employees handed out surveys as part of their natural interactions with customers, as well as the manager in his regular conversation with customers. The researcher would also come in to hand out surveys. The incentive was offered to motivate hesitant customers to fill out a long survey they might not want to fill out without an incentive.

F. Sampling Process Sampling Techniques and Sampling Methods Utilized Due to time constraints and other difficulties, the ability to survey all of 3 Alarm customers was not a feasible option. Nevertheless, a small group, or sample, was surveyed and it was assumed that they represent the entire population of 3 Alarm customers. The sample in the report is NOT random, since the research was exploratory and the extent of the report limited. This report uses a non-probabilistic sampling method because, as previously mentioned, the entire population of 3 Alarm customers was not feasible. A convenience sample was also used for exploratory purposes in order to retrieve valuable information from existing customers. Given the desired confidence level (z) and the allowable level of error (e), the following formula is used to specify the optimal sample size for a random sample. Since a convenience sample was

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used and the sample size has been specified, the formula will provide approximations for the confidence level and the allowable level of error. The p value is assigned 0.5 because there is no basis for its estimate available. Yet, this value does not have a significant effect on the final score. Sample Size Formula

Z^2 * [(.5) * (1-.5)]

N = ———————— E^2

1.65^2 * [(.5) * (1-.5)]

93 = ———————— 0.0855^2 Key n= Sample Size (93) Z= Confidence Level (1.65) P= Population (0.5) E= Allowable Level of Error (.0855 or 8.55%) Explanation With a sample size of 93, one can say with 90% confidence that the numerical responses (means, standard deviations, etc.) of this report will be within ±8.55% level of error in representing the entire customer population. This formula is created for the purposes of using a random sample; the sample in this report was not a random sample and therefore the confidence level and allowable level of error are approximations.

G. Data Analysis Purpose of the Respective Section It is essential to understand how the data collected from the surveys was analyzed in order to be assured that results are as accurate as possible. This includes an explanation of the software and

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terminology used for the purposes of the project. Software Used The software used for this exploratory research project was SurveyPro4. This program has many functions, including survey creation, data entry, data calculations, and table creation. Because SurveyPro4 has so many features included it was used for this project. Explanation of Statistical Analysis Certain terms and tables are used throughout the report and having an understanding of what they mean is essential to best understanding the report as whole. Statistical Tools and Key Terms Summary Text The summary text provides an abstract of all the statistical data gathered from the surveys. Responses from all of the completed surveys are summarized within the summary text. The number of replies, means, and standard deviations are also included as necessary. Means The mean within this report represents the average of respondents’ answers for a given question. The mean is calculated by taking the sum of all the respondents’ answers to a specific question and dividing it by the number of replies. It is important to consider the average because it may reveal respondent inclinations. Standard Deviations The value of a standard deviation represents the variance of answers to a specific question. In this report, the standard deviation reveals how close customer responses are to the mean. This is a significant measure because it allows the researcher to gauge the accuracy of the mean. For example, there may be a high mean for overall satisfaction. Yet, a high standard deviation would signify there might be a group of customers who are dissatisfied, or a group that fall well below the average. Cross Tabulations Cross tabulations allow the researcher to compare one question with another. They are signified within the report with an “x” in the title, above the figure. The comparisons are useful because they may indicate how certain demographics answered specific questions. Cross tabulations are also useful in analyzing how different groups of customers rated overall satisfaction.

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Select Filters A select filter highlights all of the data gathered from a particular chosen customer group. After a cross tabulation is done and an interest is found, a select filter may be run in order to find out more information about a certain customer group. For example, a select filter may be run to show how customers in the age group 21-30 answered every question on the survey.

H. Limitations The results found from this research report are not fully conclusive since the research was primarily for purposes. The report rather aims to provide initial research to identify further areas to study. This section recognizes the limitations of the research conducted for the purposes of full disclosure. NOT a Random Sample Since a convenience sample was used, the sample cannot be viewed as a perfect representation of all 3 Alarm customers. Time Constraints There was only a two-week time frame in which the surveys were distributed and collected. There were also time constraints on the secondary research and the creation of the survey. Experience The researcher has little experience in the marketing research process. Customer Bias Customers may have chosen answers that were not an accurate representation of their views or opinions. Final Constraints The budget was insufficient for a research project of this scale.

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V. Explanation of Survey Terms ——————————————————————————————————————— Purpose The following section provides copies of the surveys used to collect and input the data as well as the data obtained. The original survey is included in order to display the exact survey the customers filled out. The data entry survey is included so that question numbers may be easily referenced for the Major Findings section. The summary text includes all of the answers that respondents gave.

A. Distributed Survey This is the original survey that was distributed to customers at 3 Alarm. All the data collected was directly retrieved from the answers that respondents gave on this survey. B. Data Entry Survey This is a copy of the survey that was used to input the data. The data was then used to breakdown the answers and provide an analysis for Les Amis Restaurant. This survey is a slightly modified version of the original survey. It is important to note that the content of the questions and answers were not altered in any way. These small adjustments were made in order to provide an efficient way to input the data and for easier analysis. C. Summary Text The summary text includes all of the responses that customers gave to every question on the survey. It includes the statistical measurements of counts, percentages, no answers, means, and standard deviations.

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Gender:

FemaleMale

Age:

Under 2121-3536-6465+

Have you everreferred someoneto 3 Alarm?

Yes No

How long have you been cominghere?

Less than oneyear1-2 years

3-5 years6-10 years10+ years

Are you acollegestudent?

Yes No

Who do you typically come to 3Alarm with? Select all that apply.

FamilySports team

School groupFriends

Other:

How do you most often orderfood from 3 Alarm?

Dine inTo go/Pick upDelivery

How did you first hear about 3 Alarm?

Friend/familySports teamDrove by

YelpSchoolfundraiser

Other:

How many times have you been to 3Alarm in the past two months?

1 2-3 4-7 8+

How much have you spent at 3 Alarm inthe past two months?

Less than $25$25-75

$75-150$150+

3 Alarm is my "go-topizza place"

Yes No

DIRECTIONS: Please circle the number that best represents how IMPORTANT AND how SATISFIED you arewith the respective item.

Importance Satisfaction

Low High Low High

Taste of pizza 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Pizza affordability 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Pizza topping variation 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Friendliness of staff 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Cleanliness of dining area 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Cleanliness of bathrooms 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Beer selection (on tap) 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Beer selection (bottled/canned) 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Comfortability of seats 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Size of TVs 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

TV picture quality 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Fire department decor 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Speed of service/wait time 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

A/C Temperature 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

DIRECTIONS: Please rank from 1-5 in order of importance (1 being most important, 2 being second most importantand 5 being least important)

______Speed of Service______Friendliness of Staff______Taste of Food______Restaurant Decor______TV Quality

Customer Feedback Survey: This is an anonymous survey 3 Alarm Pizza isconducting to learn how to better serve their customers. Please fill out all thequestions completely. Thank you!

Please Turn Over15

VeryStrongly

DISAGREE DisagreeSlightly

DisagreeSlightlyAgree Agree

VeryStronglyAGREE

3 Alarm would attract more customers iftheir signs outside lit up

If 3 Alarm shared monthly deals oninstagram, I'd definitely follow them

I wish the seats were more comfortable

If there was a separate register at the bar,I'd order more drinks

If there were newer, bigger TVs, I'ddefinitely watch more games here

I wish it didn't get so hot and stuffy in here

I've driven by this place for years, but neverknew it existed until someone pointed it outto me

If 3 Alarm Pizza had online ordering, I'ddefinitely order more often

I didn't know what to do with my dirty dishesthe first time I came here

If 3 Alarm was open earlier than 3pm M-Th,I would definitely eat lunch here

I'd like 3 Alarm to play classic rock music(unless there's a big game on)

If 3 Alarm offered trivia nights, I'd definitelyparticipate

I wish I knew where my food order was incomparison to others

I like the fire department theme, but thedecor is too outdated

If 3 Alarm gave a 10% student discount, Iwould definitely come more often

It takes too long to get my food to me

Would you ever consider hosting an event/fundraiser at 3 Alarm? Why or why not?

Yes No

What is one thing 3 Alarm Pizza can improve on?

What is your overall satisfaction with 3 Alarm Pizza? Low 1 2 3 4 5 6 7 8 9 10 High

DIRECTIONS: Please read each statement and check the box that corresponds to your level of AGREEMENTor DISAGREEMENT.

Thank you for filling out this survey!Please retun your completed survey to the order window. 16

Q1:Gender:

FemaleMale

Q2: Age:

Under 2121-3536-6465+

Q3: Have youever referredsomeone to 3Alarm?

Yes No

Q4: How long have you been cominghere?



Q5: Are you acollegestudent?

Yes No

Q6: Who do you typically cometo 3 Alarm with? Select all thatapply.

FamilySports team

School groupFriends

Other:

Q7: How do you most oftenorder food from 3 Alarm?

Dine inTo go/Pick upDelivery

Q8: How did you first hear about 3Alarm?

Friend/familySports teamDrove by

YelpSchoolfundraiser

Other:

Q9: How many times have you been to3 Alarm in the past two months?

1 2-3 4-7 8+

Q10: How much have you spent at 3Alarm in the past two months?

Less than $25$25-75

$75-150$150+

Q11: 3 Alarm is my"go-to pizza place"

Yes No


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Low High

Q12: IMP Taste of pizza 1 2 3 4 5 6 7 8 9 10

Q13: SAT Taste of Pizza 1 2 3 4 5 6 7 8 9 10

Q14: IMP Pizza Affordability 1 2 3 4 5 6 7 8 9 10

Q15: SAT Pizza Affordability 1 2 3 4 5 6 7 8 9 10

Q16: IMP Topping Variation 1 2 3 4 5 6 7 8 9 10

Q17: SAT Topping Variation 1 2 3 4 5 6 7 8 9 10

Q18: IMP Friendliness of Staff 1 2 3 4 5 6 7 8 9 10

Q19: SAT Friendliness of Staff 1 2 3 4 5 6 7 8 9 10

Q20: IMP Dining Area Cleanliness 1 2 3 4 5 6 7 8 9 10

Q21: SAT Dining Area Cleanliness 1 2 3 4 5 6 7 8 9 10

Q22: IMP Bathroom Cleanliness 1 2 3 4 5 6 7 8 9 10

Q23: SAT Bathroom Cleanliness 1 2 3 4 5 6 7 8 9 10

Q24: IMP Beer on Tap 1 2 3 4 5 6 7 8 9 10

Q25: SAT Beer on Tap 1 2 3 4 5 6 7 8 9 10

Q26: IMP Canned Beer 1 2 3 4 5 6 7 8 9 10

Q27:SAT Canned Beer 1 2 3 4 5 6 7 8 9 10

Q28: IMP Seat Comfortability 1 2 3 4 5 6 7 8 9 10

Q29: SAT Seat Comfortability 1 2 3 4 5 6 7 8 9 10

Q30: IMP TV Size 1 2 3 4 5 6 7 8 9 10

Q31: SAT TV Size 1 2 3 4 5 6 7 8 9 10

Q32: IMP TV Quality 1 2 3 4 5 6 7 8 9 10

Q33: SAT TV Quality 1 2 3 4 5 6 7 8 9 10

Q34:IMP Fire Department Decor 1 2 3 4 5 6 7 8 9 10

Q35: SAT Fire Department Decor 1 2 3 4 5 6 7 8 9 10

Q36: IMP Speed of Service 1 2 3 4 5 6 7 8 9 10

Q37: SAT Speed of Service 1 2 3 4 5 6 7 8 9 10

Q38: IMP Temperature 1 2 3 4 5 6 7 8 9 10

Q39: SAT Temperature 1 2 3 4 5 6 7 8 9 10

18

Q40: Did you rank Speed of Service as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

Q41: Did you rank Friendliness of Staff as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

Q42: Did you rank Taste of Food as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

Q43: Did you rank Restaurant Decor as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

Q44: Did you rank TV Quality as #1? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

Q45: Did you rank Speed of Service as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

Q46: Did you rank Friendliness of Staff as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

Q47: Did you rank Taste of Food as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

Q48: Did you rank Restaurant Decor as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

Q49: Did you rank TV Quality as #5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yes No

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VeryStrongly



VeryStronglyAGREE

Q50: 3 Alarm would attract more customersif their outside signs lit up

Q51: If 3 Alarm shared monthly deals oninstagram, I'd follow them

Q52: I wish the seats were morecomfortable

Q53: Separate register at the bar, I'd ordermore drinks

Q54: Better TVs, I'd watch more gameshere

Q55: I wish it didn't get so hot and stuffy inhere

Q56: Never knew it existed until pointed itout to me

Q57: If had online ordering, I'd order moreoften

Q58: I didn't know what to do with my dirtydishes

Q59: If open earlier than 3pm M-Th, I wouldeat lunch here

Q60: I'd like classic rock music (unlessthere's a big game on)

Q61: If 3 Alarm offered trivia nights, I'ddefinitely participate

Q62: I wish I knew where my food orderwas

Q63: I like the fire department theme, butthe decor is outdated

Q64: If a 10% student discount, I'd comemore often

Q65: It takes too long to get my food to me

Q66: Would you ever consider hosting an event/fundraiser at 3 Alarm? Why or why not?

Yes No

Q67: What is one thing 3 Alarm Pizza can improve on?

Q68: What is your overall satisfaction with 3 Alarm Pizza? Low 1 2 3 4 5 6 7 8 9 10 High

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Summary Text

This summary text provides a breakdown of the answers to each question on the survey. Byproviding the counts and percentages that pertain to each question, the Summary Text providesthe mean and standard deviation. The information is valuable to analyze and determine thedesires of the customers.

Q1: Gender:

Gender:

47; 50.5% Female 46; 49.5% Male 0; 0.0% No Answer

Replies 93

Q2: Age:

Age:

45; 48.4% 36-64 16; 17.2% Under 21 3; 3.2% No Answer27; 29.0% 21-35 2; 2.2% 65+

Replies 90

Q3: Referred someone to 3 Alarm?

Referred someone to 3 Alarm?

67; 72.0% Yes 26; 28.0% No 0; 0.0% No Answer

Replies 93

Q4: How long coming here?

How long coming here?

32; 34.4% Less than one year 16; 17.2% 1-2 years 10; 10.8% 10+ years22; 23.7% 3-5 years 13; 14.0% 6-10 years 0; 0.0% No Answer

Replies 93

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Q5: Are you a college student?

Are you a college student?

77; 82.8% No 15; 16.1% Yes 1; 1.1% No Answer

Replies 92

Q6: Who do you come with?

Who do you come with?

51; 54.8% Family 34; 36.6% Friends 2; 2.2% Other46; 49.5% Sports team 2; 2.2% School group 0; 0.0% No Answer

Replies 93

Q7: How do you most often order?

How do you most often order?

85; 91.4% Dine in 0; 0.0% Delivery0; 0.0% To go/Pick up 8; 8.6% No Answer

Replies 85

Q8: How did you first hear about 3 Alarm?

How did you first hear about 3 Alarm?

37; 39.8% Friend/family 1; 1.1% Yelp 1; 1.1% prime time band31; 33.3% Sports team 1; 1.1% School fundraiser 2; 2.2% Other14; 15.1% Drove by 1; 1.1% 4 5; 5.4% No Answer

Replies 88

Q9: Times eaten here in the past two months?

Times eaten here in the past two months?

33; 35.5% 1 17; 18.3% 4-7 0; 0.0% No Answer28; 30.1% 2-3 15; 16.1% 8+

Replies 93

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Q10: Money spent in the past two months?

Money spent in the past two months?

45; 48.4% $25-75 15; 16.1% Less than $25 2; 2.2% No Answer21; 22.6% $75-150 10; 10.8% $150+

Replies 91

Q11: 3 Alarm is my "go-to pizza place"

3 Alarm is my "go-to pizza place"

46; 49.5% No 45; 48.4% Yes 2; 2.2% No Answer

Replies 91

Q12: IMP Taste of pizza

IMP Taste of pizza

3; 3.2% Rated 1 1; 1.1% Rated 4 2; 2.2% Rated 7 62; 66.7% Rated 100; 0.0% Rated 2 2; 2.2% Rated 5 8; 8.6% Rated 8 1; 1.1% No Answer0; 0.0% Rated 3 1; 1.1% Rated 6 13; 14.0% Rated 9

Replies 92; Mean 9.11; Std Dev 1.92

Q13: SAT Taste of Pizza

SAT Taste of Pizza



Q14: IMP Pizza Affordability

IMP Pizza Affordability



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Q15: SAT Pizza Affordability

SAT Pizza Affordability



Q16: IMP Topping Variation

IMP Topping Variation



Q17: SAT Topping Variation

SAT Topping Variation



Q18: IMP Friendliness of Staff

IMP Friendliness of Staff



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Q19: SAT Friendliness of Staff

SAT Friendliness of Staff



Q20: IMP Dining Area Cleanliness

IMP Dining Area Cleanliness



Q21: SAT Dining Area Cleanliness

SAT Dining Area Cleanliness



Q22: IMP Bathroom Cleanliness

IMP Bathroom Cleanliness



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Q23: SAT Bathroom Cleanliness

SAT Bathroom Cleanliness



Q24: IMP Beer on Tap

IMP Beer on Tap



Q25: SAT Beer on Tap

SAT Beer on Tap



Q26: IMP Canned Beer

IMP Canned Beer



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Q27: SAT Canned Beer

SAT Canned Beer



Q28: IMP Seat Comfortability

IMP Seat Comfortability



Q29: SAT Seat Comfortability

SAT Seat Comfortability



Q30: IMP TV Size

IMP TV Size



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Q31: SAT TV Size

SAT TV Size



Q32: IMP TV Quality

IMP TV Quality



Q33: SAT TV Quality

SAT TV Quality



Q34: IMP Fire Decor

IMP Fire Decor



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Q35: SAT Fire Decor

SAT Fire Decor



Q36: IMP Speed of Service

IMP Speed of Service



Q37: SAT Speed of Service

SAT Speed of Service



Q38: IMP Temperature

IMP Temperature



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Q39: SAT Temperature

SAT Temperature



Q40: Did you rank Speed of Service as #1?

Did you rank Speed of Service as #1?

85; 91.4% No 8; 8.6% Yes 0; 0.0% No Answer

Replies 93

Q41: Did you rank Friendliness of Staff as #1?

Did you rank Friendliness of Staff as #1?

88; 94.6% No 5; 5.4% Yes 0; 0.0% No Answer

Replies 93

Q42: Did you rank Taste of Food as #1?

Did you rank Taste of Food as #1?

60; 64.5% Yes 33; 35.5% No 0; 0.0% No Answer

Replies 93

Q43: Did you rank Restaurant Decor as #1?

Did you rank Restaurant Decor as #1?

91; 97.8% No 2; 2.2% Yes 0; 0.0% No Answer

Replies 93

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Q44: Did you rank TV Quality as #1?

Did you rank TV Quality as #1?

93; 100.0% No 0; 0.0% Yes 0; 0.0% No Answer

Replies 93



92; 98.9% No 1; 1.1% Yes 0; 0.0% No Answer

Replies 93

Q46: Did you rank Friendliness of Staff as #5?

Did you rank Friendliness of Staff as #5?

93; 100.0% No 0; 0.0% Yes 0; 0.0% No Answer

Replies 93



91; 97.8% No 2; 2.2% Yes 0; 0.0% No Answer

Replies 93

Q48: Did you rank Restaurant Decor as #5?

Did you rank Restaurant Decor as #5?

57; 61.3% No 36; 38.7% Yes 0; 0.0% No Answer

Replies 93

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Q49: Did you rank TV Quality as #5?

Did you rank TV Quality as #5?

59; 63.4% No 34; 36.6% Yes 0; 0.0% No Answer

Replies 93

Q50: Attract more customers if signs lit up

Attract more customers if signs lit up

2; 2.2% Very Strongly DISAGREE 48; 51.6% Agree4; 4.3% Disagree 17; 18.3% Very Strongly AGREE3; 3.2% Slightly Disagree 2; 2.2% No Answer

17; 18.3% Slightly Agree


Q51: Monthly deals on instagram, I'd follow them

Monthly deals on instagram, I'd follow them




Q52: I wish the seats were more comfortable





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Q53: Separate register at the bar, I'd order more drinks

Separate register at the bar, I'd order more drinks

7; 7.5% Very Strongly DISAGREE 18; 19.4% Agree16; 17.2% Disagree 12; 12.9% Very Strongly AGREE

9; 9.7% Slightly Disagree 9; 9.7% No Answer22; 23.7% Slightly Agree


Q54: Better TVs, I'd watch more games here

Better TVs, I'd watch more games here

3; 3.2% Very Strongly DISAGREE 25; 26.9% Agree10; 10.8% Disagree 14; 15.1% Very Strongly AGREE12; 12.9% Slightly Disagree 2; 2.2% No Answer27; 29.0% Slightly Agree


Q55: I wish it didn't get so hot and stuffy in here




Q56: Never knew it existed until pointed it out to me

Never knew it existed until pointed it out to me




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Q57: If had online ordering, I'd order more often

If had online ordering, I'd order more often



Q58: I didn't know what to do with my dirty dishes

I didn't know what to do with my dirty dishes



Q59: If open earlier than 3pm M-Th, I would eat lunch here

If open earlier than 3pm M-Th, I would eat lunch here



Q60: I'd like classic rock music (unless there's a big gameon)

I'd like classic rock music (unless there's a big game on)



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Q61: If 3 Alarm offered trivia nights, I'd definitely participate

If 3 Alarm offered trivia nights, I'd definitely participate



Q62: I wish I knew where my food order was

I wish I knew where my food order was



Q63: I like the fire department theme, but the decor isoutdated

I like the fire department theme, but the decor is outdated



Q64: If a 10% student discount, I'd come more often

If a 10% student discount, I'd come more often



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Q66: Would you ever consider hosting an event/fundraiser at3 Alarm? Why or why not?


74; 79.6% Yes 3; 3.2% Yes, affordable18; 19.4% No 2; 2.2% No, service is slow

7; 7.5% Yes, good space 1; 1.1% No Answer3; 3.2% Yes, good for kids parties

Replies 92

Q67: One thing to improve on?

One thing to improve on?

13; 14.0% Speed of service 1; 1.1% Price12; 12.9% Seating 1; 1.1% Party room11; 11.8% Decor 1; 1.1% another register10; 10.8% A/C 1; 1.1% better games for the kids

6; 6.5% TV 1; 1.1% cleanliness3; 3.2% Parking 1; 1.1% coupons2; 2.2% Salads 15; 16.1% Other2; 2.2% Employee Friendliness 28; 30.1% No Answer2; 2.2% Music

Replies 65

toilet seats in bathroomlighting and overall ambiancetopping varietylove the decor, but think the place needs to be cleaned upmore tomato sauce on their pizzamake the bar more attractive so we can sit therehours opendimmer lighting would soften the atmosphere

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Q68: What is your overall satisfaction?

What is your overall satisfaction?



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VI. Major Findings and Conclusions ——————————————————————————————————————— Purpose: The purpose of this section is to categorically display all of the major findings from the data analysis. Conclusions are then derived from the major findings and listed under their respective findings.

Breakdown of Survey Respondents

Major Finding A: Who filled out the survey?

Major Finding B: Who are the best customers?

Major Finding C: Are customers satisfied with 3 Alarm?

Major Finding D: What are some potential marketing strategies?

Major Finding E: What do customers think of the speed of service?

Major Finding F: Are customers comfortable with 3 Alarm’s environment?

Major Finding G: How do customers want to be entertained?

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Major Findings AWho filled out the survey?

Q1: What is your gender

Figure 1:

Findings: 47 of the 93 survey respondents are female.

Gender:

Female47

Male46

Q2: How old are you?

Figure 2:

Findings: 45 of the 90 survey respondents are 36-64 years old.

0.0 10.0 20.0 30.0 40.0 50.0

Frequency (%)

Age:

Under 21

21-35

36-64

65+

16

27

45

2

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Q3: Have you ever referred someone to 3 Alarm?

Figure 3:

Findings: 67 of the 93 survey respondents have referred someone to 3 Alarm.

Referred someone to 3 Alarm?

Yes67

No26

Q4: How long have you been coming to 3 Alarm?

Figure 4:

Findings: 23 (13 + 10) of the 93 survey respondents have been coming to 3 Alarm for 6 ormore years.

0.0 10.0 20.0 30.0 40.0

Frequency (%)


Less than one year

1-2 years

3-5 years

6-10 years

10+ years

32

16

22

13

10

40

Q6: Who do you most typically come to 3 Alarm with?(Select all that apply)

* Note: Multiple answer percentage-count totals not meaningful.

Figure 5:

Finding 1: 51 of the 93 survey respondents typically come with family.Finding 2: 46 of the 93 survey respondents typically come with a sports team.

0.0 10.0 20.0 30.0 40.0 50.0 60.0

Frequency (%)

Who do you come with?

Family

Sports team

School group

Friends

51

46

2

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Q11: Is 3 Alarm your "go-to" pizza place?

Figure 6:

Findings: 45 of the 91 survey respondents say 3 Alarm is their "go-to" pizza place.

3 Alarm is my "go-to pizza place"

Yes45

No46

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Major Findings BWho are the best customers?

Q10: How much money have you spent at 3 Alarm in the pasttwo months?

Figure 7:

Findings: 10 of the 91 survey respondents have spent $150 or more in the past two monthsat 3 Alarm.

0.0 10.0 20.0 30.0 40.0 50.0

Frequency (%)

Money spent in the past two months?

Less than $25

$25-75

$75-150

$150+

15

45

21

10

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Entire Survey of ONLY the 10 respondents who havespent $150 or more in the past two months.

Figure 8: A select filter was run on ONLY customers who have spent $150 or more in the pasttwo months. A total of 10 out of the 93 survey respondents selected this answer. Thisinformation is helpful in understanding the characteristics of those who spend the most amountof money at 3 Alarm.

Demographic - Who are they?

10 of the 10 respondents have referred someone to 3 Alarm.

8 of the 10 respondents have been coming to 3 Alarm for 3 or more years.

6 of the 10 respondents have eaten here 8 or more times in the past two months.

Importance and Satisfaction

9 of the 10 respondents rated their satisfaction with taste of food as a 9 or above out of10.

New Marketing Strategies

4 of the 10 respondents AGREE that they would come for lunch if 3 Alarm was openearlier on weekdays.

7 of the 10 respondents AGREE that they would like classic rock music playing (when there'snot a big game on).

5 of the 10 respondents AGREE that they would come to trivia nights if 3 Alarm hosted them.

Conclusion

Figures 7 and 8 may suggest that customers who spend $150 or more within a two monthperiod are highly satisfied with 3 Alarm Pizza, especially the taste of the food. However, theymay like 3 Alarm to have weekday lunch hours, classic rock playing and trivia nights.

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Q9: How many times have you eaten at 3 Alarm in the pasttwo months?

Figure 9:

Findings: 15 of the 93 survey respondents have eaten at 3 Alarm 8 or more times in the pasttwo months.

0.0 10.0 20.0 30.0 40.0

Frequency (%)

Times eaten here in the past two months?

1

2-3

4-7

8+

33

28

17

15

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Entire Survey of ONLY the 15 respondents who haveeaten at 3 Alarm 8 or more times in the past two

months.

Figure 10: A select filter was run on ONLY customers who have eaten at 3 Alarm 8 or moretimes in the past two months. A total of 15 out of the 93 survey respondents selected thisanswer. This information is helpful in understanding the characteristics of those who frequent 3Alarm the most.


The mean overall satisfaction of these 15 customers is 9.27

15 out of 15 respondents have referred someone to 3 Alarm.

5 of the 15 respondents have been coming to 3 Alarm for 10+ years.

6 of the 15 respondents have spent $150 or more in the past two months.


14 of the 15 respondents rated the taste of food satisfaction as a 9 or above out of 10.

13 of the 15 respondents rated their satisfaction of on tap beer as a 9 or above out of 10.

The mean satisfaction of the 15 respondents for seat comfortability was 6.79 out of 10.


10 of the 15 respondents AGREE that they wish the seats were more comfortable.

7 of the 14 respondents AGREE that they would watch more games here if the TVs werebetter quality.

11 of the 15 AGREE that they wish it didn't get so hot and stuffy inside.

Conclusion

Figures 9 and 10 may suggest that these 15 customers who come to 3 Alarm most frequentlyare very satisfied, particulary with taste of food and beer selection. However, they may like tosee the seats made more comfortable. Also, they may like higher quality TVs and improved A/C.

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Q4: How long have you been coming to 3 Alarm?

Figure 11:

Findings: 23 (13+10) survey respondents have been coming to 3 Alarm for 6 or more years.

0.0 10.0 20.0 30.0 40.0

Frequency (%)


Less than one year

1-2 years

3-5 years

6-10 years

10+ years

32

16

22

13

10

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Entire Survey of ONLY the 23 respondents who havebeen coming to 3 Alarm for 6 or more years.

Figure 12: A select filter was run on ONLY customers who have been coming to 3 Alarm for 6or more years. A total of 23 out of the 93 survey respondents selected this answer. Thisinformation is helpful in understanding the characteristics of those who have been the most loyalto 3 Alarm throughout the years .


15 of the 22 respondents said 3 Alarm is their "go-to" pizza place.

The mean overall satisfaction of these customers was 8.60.



20 of the 23 espondents AGREE that they wish the seats were more comfortable.

23 of the 23 respondents AGREE that they would follow 3 Alarm on Instagram if monthlydears were shared.

23 of the 23 AGREE that brighter lights outside would attract more customers.

Conclusion

Figures 11 and 12 may suggest that these 23 survey respondents are faithful to 3 Alarm and aregenerally satisfied. However, they may like for 3 Alarm to share deals on their Instagram page,have brighter lights outside and have more comfortable seats.

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Major Findings CAre customers satisfied with 3 Alarm?

Q68: What is your overall satisfaction?

Figure 13:

Finding 1: The overall satisfaction of the 85 respondents is 8.25.

Finding 2: 41 of the 85 respondents rated their overall satisfaction as a 9 or 10.

Finding 3: 7 of the 85 respondents rated their overall satisfaction as a 6 or below.

What is your overall satisfaction?Rated 1

Rated 2

Rated 3

Rated 4

Rated 5

Rated 6

Rated 7

Rated 8

Rated 9

Rated 10

No Answer

Totals

Mean

0

0

1

2

1

3

14

23

25

16

8

93

8.25

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Entire Survey of ONLY the 16 respondents who ratedtheir overall satisfaction as a 10

Figure 14: A select filter was run on ONLY customers who rated their overall satisfaction with a10. A total of 16 out of the 93 survey respondents selected this answer. This information ishelpful in understanding the characteristics of those who are the most satisfied with 3 Alarm.


15 of the 16 respondents have referred someone to 3 Alarm.

10 of the 16 respondents have been coming here for 3 or more years.

15 of the 16 respondents typically come with their family.

6 of the 16 respondents have eaten at 3 Alarm 8 or more times in the past two months.

15 of the 16 respondents say that 3 Alarm is their "go-to" pizza place.

12 of the 16 respondents have spent $75 or more in the past two months at 3 Alarm.


Their overall mean satisfaction in taste of pizza is 9.94 out of 10.

Their overall mean satisfaction in speed of service is 10 out of 10.

7 of the 16 respondents ranked "Taste of Food" as their #1 most important to them.


12 of the 16 agree that if 3 Alarm offered monthly deals on Instagram they would follow them.

4 of the 16 stated that one thing 3 Alarm could imrove on is air conditioning.

Conclusion

Figures 13 and 14 may suggest that these 16 respondents have really enjoyed their experienceat 3 Alarm and because of this, they tend to come frequently. Also, they are likely really satisfiedwith the taste of the food and speed of service, and would like to see 3 Alarm more present onInstagram.

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Entire Survey of ONLY the 7 respondents who ratedtheir overall satisfaction as a 6 or below

Q12-Q38: Importance by Mean

Figure 15:

IMP TV QualityMean

IMP Seat ComfortabilityMean

IMP TV SizeMean

IMP Bathroom CleanlinessMean

IMP Dining Area CleanlinessMean

IMP TemperatureMean

IMP Speed of ServiceMean

IMP Taste of pizzaMean

IMP Pizza AffordabilityMean

IMP Beer on TapMean

IMP Canned BeerMean

IMP Friendliness of StaffMean

IMP Topping VariationMean

IMP Fire DecorMean

Importancex 6 or below

9.50

8.57

9.00

9.00

8.86

9.57

8.57

9.29

8.14

7.71

7.86

9.43

8.43

7.29

Q13-Q39: Satisfactionby Mean

Figure 16:

SAT TV QualityMean

SAT Seat ComfortabilityMean

SAT TV SizeMean

SAT Bathroom CleanlinessMean

SAT Dining Area CleanlinessMean

SAT TemperatureMean

SAT Speed of ServiceMean

SAT Taste of PizzaMean

SAT Pizza AffordabilityMean

SAT Beer on TapMean

SAT Canned BeerMean

SAT Friendliness of StaffMean

SAT Topping VariationMean

SAT Fire DecorMean

Satisfactionx 6 or below

3.67

3.29

4.00

4.67

5.14

5.86

5.14

6.14

6.14

5.86

6.14

7.71

6.86

7.00

DIfference(IMP-SAT)

5.83

5.28

5.00

4.33

3.72

3.71

3.43

3.15

2.00

1.85

1.72

1.72

1.57

0.29

Findings: The areas of greatest difference in Importance and Satisfaction for those who ratedtheir Overall Satisfaction as a 6 or below are TV Quality (5.83), Seat Comfortability (5.28), TVSize (5.00) and Bathroom Cleanliness (4.33).

Conclusion: Figures 13, 15 and 16 may suggest that those who rated their overall satisfactionas a 6 or below are highly dissatisfied in the above areas of TV Quality, Seat Comfortability andBathroom Cleanliness. Perhaps exploring options to improve in the above areas will increaseoverall satisfaction.

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Q12-Q38: Importance: High to Low by Mean

Figure 17:

Finding 1: The two highest rated areas of importance for customers are friendliness of staffwith a mean of 9.15 and taste of pizza with a mean of 9.11.

Finding 2: The two lowest rated areas of importance to customers are TV size with a mean of7.37 and fire department decor with a mean of 6.69.

IMP Friendliness of StaffMean

IMP Taste of pizzaMean

IMP Dining Area CleanlinessMean

IMP Bathroom CleanlinessMean

IMP Speed of ServiceMean

IMP Pizza AffordabilityMean

IMP Topping VariationMean

IMP TemperatureMean

IMP Beer on TapMean

IMP TV QualityMean

IMP Seat ComfortabilityMean

IMP Canned BeerMean

IMP TV QualityMean

IMP Fire DecorMean

9.15

9.11

9.08

9.01

8.77

8.56

8.52

8.46

7.93

7.67

7.66

7.50

7.67

6.69

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Q13-Q39: Satisfaction: High to Low by Mean

Figure 18:

Finding 1: The two highest rated areas of satisfaction for customers are friendliness of staffwith a mean of 8.84 and topping variation with a mean of 8.77.

Finding 2: The two lowest rated areas of satisfaction for customers are TV quality with a meanof 7.00 and seat comfortability with a mean of 6.63.

Conclusion: Figures 17 and 18 may suggest that customers' desire for friendly staff membersis being met. This also may suggest customers value pizza affordability and are satisfied withtopping variation.

SAT Friendliness of StaffMean

SAT Topping VariationMean

SAT Taste of PizzaMean

SAT Pizza AffordabilityMean

SAT Beer on TapMean

SAT Dining Area CleanlinessMean

SAT Canned BeerMean

SAT Fire DecorMean

SAT Bathroom CleanlinessMean

SAT TemperatureMean

SAT Speed of ServiceMean

SAT TV SizeMean

SAT TV QualityMean

SAT Seat ComfortabilityMean

8.84

8.77

8.74

8.45

8.32

8.23

8.21

7.99

7.85

7.72

7.54

7.23

7.00

6.63

52


Figure 19:

Finding: 60 of 93 respondents ranked taste of food as the #1 most important aspect to them.


Yes60

No33

53

Q13: SAT Taste of Pizza xQ42: Did you rank Taste of Food as #1?

Figure 20:

Finding 1: 35 of the 60 respondents who ranked taste of food as #1 also rated their satisfactionwith taste as a 9 or 10.

Finding 2: 3 of the 60 respondents who ranked taste of food as the #1 rated their satisfactionwith taste as a 6 or below.

Conclusion: Figures 19 and 20 may suggest that the majority of customers who care a lotabout the taste of pizza are satisfied. However, there are a number of customers who may liketo see taste improved.

SAT Taste of PizzaRated 1

Rated 2

Rated 3

Rated 4

Rated 5

Rated 6

Rated 7

Rated 8

Rated 9

Rated 10

No Answer

Totals

Mean

60Yes

Did yourank Tasteof Food as#1?

0

0

0

0

2

1

4

17

9

25

2

60

8.81

33No

1

0

0

2

1

1

1

4

2

19

2

33

8.61

54

Major Findings DWhat are some potential marketing strategies?

Q50: 3 Alarm would attract more customers if their signsoutside lit up

Figure 21:

Findings: 82 (17+48+17) of the 91 respondents AGREE that 3 Alarm would attract morecustomers if their signs outside lit up.

Conclusion: Figure 21 may suggest that if all outdoor signs lit up then more customers wouldnotice 3 Alarm and potentially become customers.

0.0 10.0 20.0 30.0 40.0 50.0 60.0

Frequency (%)

Attract more customers if signs lit up

Very Strongly DISAGREE

Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

2

4

3

17

48

17

55

Q51: If 3 Alarm shared monthly deals on their Instagram, I'ddefinitely follow them

Figure 22:

Findings: 72 (22+34+16) of the 91 survey respondents AGREE that if 3 Alarm shared monthlydeals on Instagram they would follow them.

Conclusion: Figure 22 may suggest that if 3 Alarm posted more regularly on Instagram withcoupons, the number of followers would increase.

0.0 10.0 20.0 30.0 40.0

Frequency (%)

Monthly deals on instagram, I'd follow them


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

5

6

8

22

34

16

56

Q53: If there was a separate register at the bar, I'd ordermore drinks

Figure 23:

Findings: 52 (22+18+12) of the 84 respondents AGREE that if there was a separate register atthe bar, they'd order more drinks

Conclusion: Figure 23 may suggest that if there was another register, customers would buymore drinks and sales would increase

0.0 5.0 10.0 15.0 20.0 25.0 30.0

Frequency (%)

Separate register at the bar, I'd order more drinks


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

7

16

9

22

18

12

57

Q58: I didn't know what to do with my dirty dishes the firsttime I came here

Figure 24:

Findings: 42 (17+19+6) of the 90 respondents AGREE that they didn't know what to do withtheir dirty dishes the first time they ate at 3 Alarm.

Conclusion: Figure 24 may suggest that having clearer communication to let customers knowif they should leave their dirty plates or throw them away would decrease customer confusion.

0.0 5.0 10.0 15.0 20.0 25.0 30.0

Frequency (%)

I didn't know what to do with my dirty dishes


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

7

26

15

17

19

6

58

Q64: If 3 Alarm gave a 10% student discount, I woulddefinitely come more often

Figure 25:

Findings: 51 (14+19+18) of the 90 respondents AGREE that if there was a 10% studentdiscount, then they would come more often.

Conclusion: Figure 25 may suggest that having a student discount (and making that known tostudents) would increase how often customers come to 3 Alarm.

0.0 5.0 10.0 15.0 20.0 25.0

Frequency (%)

If a 10% student discount, I'd come more often


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

9

17

13

14

19

18

59

Q59: If 3 Alarm was open earlier than 3-4pm M-F, then Iwould definitely eat lunch here

Figure 26:

Findings: 45 (20+19+6) of the 90 respondents AGREE that they would eat lunch here if 3Alarm was open earlier on weekdays

Conclusion: Figure 26 may suggest that if 3 Alarm was open for lunch on weekdays thencustomers would come.

0.0 5.0 10.0 15.0 20.0 25.0

Frequency (%)

If open earlier than 3pm M-Th, I would eat lunch here


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

3

22

20

20

19

6

60

Major Findings EWhat do customers think of the speed of service?


Figure 27:

Findings: 41 (21+12+8) of 93 survey respondents AGREE that it takes too long to receive theirfood.

0.0 10.0 20.0 30.0 40.0

Frequency (%)



Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

4

31

17

21

12

8

61

Entire Survey of ONLY the 41 respondents whoAGREE that it takes too long to receive their food

Q36: Importance of Speedof Service

Figure 28:

IMP Speed of ServiceRated 1

Rated 2

Rated 3

Rated 4

Rated 5

Rated 6

Rated 7

Rated 8

Rated 9

Rated 10

No Answer

Totals

Mean

-

2

0

1

1

1

3

2

4

7

18

2

41

8.23

Q37: Satisfaction of Speedof Service

Figure 29:

SAT Speed of ServiceRated 1

Rated 2

Rated 3

Rated 4

Rated 5

Rated 6

Rated 7

Rated 8

Rated 9

Rated 10

No Answer

Totals

Mean

-

3

1

1

5

5

5

7

4

3

4

3

41

6.08

Finding 1: The mean importance rating of speed of service for 39 survey respondents is 8.23.

Finding 2: The mean satisfaction rating of speed of service or 38 survey respondents is 6.08.

Conclusion: Figures 28 and 29 may suggest that customers are unsatisfied with the speed ofservice at 3 Alarm compared to how important it is to them. Looking into ways to improve waittimes may improve customer satisfaction.

62


Figure 30:

Findings: 8 respondents ranked speed of service as the most important aspect to them.


Yes8

No85

Q40: Did you rank Speed of Service as #1? x Q65: It takes too long to get my food to me

Figure 31:

Findings: 6 of 8 "yes" respondents AGREE that it takes too long to receive their food

Conclusion: Figures 30 and 31 may suggest that the majority of those who rank speed ofservice as the most important thing are dissatisfied with the current speed of service. Exploringways to decrease wait time may be beneficial to imrroving customer satisfaction.

8 85 93

1 3 4

0 31 31

1 16 17

2 19 21

2 10 12

2 6 8

Overall

It takes too long to get my food tome


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

Yes

Did you rank Speedof Service as #1?

No Totals

63

Q62: I wish I knew where my food order was in comparisonto others

Figure 32:

Findings: 54 (28+19+7) of the 92 respondents AGREE that they wish they knew where theirfood order was in comparison to others

Conclusion: Figure 32 may suggest that if customers were aware of how many orders wereahead of them then they would enjoy their dining experience more.

0.0 10.0 20.0 30.0 40.0

Frequency (%)

I wish I knew where my food order was


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

2

17

19

28

19

7

64

Major Findings FAre customers comfortable with 3 Alarm's environment?

Q52: I wish the seats were more comfortable

Figure 33:

Finding1: 80 (20+33+27) of 92 survey respondents AGREE that they wish their seats weremore comfortable.

Finding 2: 27 of 92 survey respondents very strongly AGREE that they wish seats were morecomfortable.

0.0 10.0 20.0 30.0 40.0

Frequency (%)



Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

2

3

7

20

33

27

65

Entire Survey of ONLY the 27 respondents who VERYSTRONGLY AGREED to wishing the seats were more

comfortable

Q28: Importance of SeatComfortability

Figure 34:

IMP Seat ComfortabilityRated 1

Rated 2

Rated 3

Rated 4

Rated 5

Rated 6

Rated 7

Rated 8

Rated 9

Rated 10

No Answer

Totals

Mean

.

1

0

1

1

2

2

1

3

3

13

0

27

8.07

Q29: Satisfaction of SeatComfortability

Figure 35:

SAT Seat ComfortabilityRated 1

Rated 2

Rated 3

Rated 4

Rated 5

Rated 6

Rated 7

Rated 8

Rated 9

Rated 10

No Answer

Totals

Mean

.

3

3

1

3

5

4

2

3

1

0

2

27

4.80

Finding 1: The mean rating of 27 respondents of importance of seat comfortability is 8.07.

Finding 2: The mean rating of 25 respondents of satisfaction of seat comfortability is 4.80.

Conclusion: Figures 34 and 35 may suggest that customers are dissatisfied with thecomfortability of the seating at 3 Alarm. Investigating ways to improve the customer's seatingexperience may result in increased satisfaction.

66

Q55: I wish it didn't get so hot and stuffy in here

Figure 36:

Findings: 16 of 91 survey respondents very strong AGREE that they wish it didn't get so hotand stuffy in the restaurant.

0.0 5.0 10.0 15.0 20.0 25.0

Frequency (%)



Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

1

15

20

18

21

16

67

Entire Survey of ONLY the 16 respondents who VERYSTRONGLY AGREED to wishing it didn't get so hot

and stuffy

Q38: Importance ofTemperature

Figure 37:

IMP TemperatureRated 1

Rated 2

Rated 3

Rated 4

Rated 5

Rated 6

Rated 7

Rated 8

Rated 9

Rated 10

Totals

Mean

VeryStronglyAGREE

1

0

0

2

0

0

0

1

1

11

16

8.50

Q39: Satisfaction ofTemperature

Figure 38:

SAT TemperatureRated 1

Rated 2

Rated 3

Rated 4

Rated 5

Rated 6

Rated 7

Rated 8

Rated 9

Rated 10

Totals

Mean

VeryStronglyAGREE

1

0

1

1

1

3

3

0

1

5

16

6.94

Finding 1: The mean rating of 16 respondents of importance of temperature is 8.50.

Finding 2: The mean rating of 16 respondents of satisfaction of temperature is 6.94.

Conclusion: Figures 37 and 38 may suggest that customers are dissatisfied with thetemperature at 3 Alarm. Investigating ways to improve the customer's comfortability, like morefans or stronger air conditioning may improve overall satisfaction.

68

Q63: I like the fire department theme, but the decor isoutdated

Figure 39:

Findings: 51 (19+19+13) of the 92 respondents AGREE that although they enjoy 3 Alarm's firedepartment theme, they think that the decor itself is outdated.

0.0 5.0 10.0 15.0 20.0 25.0

Frequency (%)

I like the fire department theme, but the decor is outdated


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

7

19

15

19

19

13

69

Major Findings EHow do customers want to be entertained?

Q54: If there were newer, bigger TVs, I'd definitely watchmore games here

Figure 40:

Findings: 66 (27+25+14) of the 91 survey respondents AGREE that they'd watch more gameshere if the TVs were higher quality.

0.0 5.0 10.0 15.0 20.0 25.0 30.0

Frequency (%)

Better TVs, I'd watch more games here


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

3

10

12

27

25

14

70

Entire Survey of ONLY the 66 respondents whoAGREED to "If there were newer, bigger TVs, I'd

definitely watch more games here."

Figure 41: A select filter was run on ONLY customers who agreed that they'd watch moregames at 3 Alarm if there were better TVs. A total of 66 out of the 93 survey respondentsselected this answer. This information is helpful in understanding the characteristics of thosewho would like to see higher quality TVs.


35 of the 66 respondents said they typically come with a sports team.

The mean overall satisfaction of these customers was 8.15 out of 10.

55 of the 65 respondents said they would consider hosting an event at 3 Alarm.

21 of the 66 respondents have been to 3 Alarm 4 or more times in the past two months.



6.84 out of 10 was the mean satisfaction for TV size of the 66 respondents.

6.66 out of 10 was the mean satisfaction for TV picture quality of the 66 respondents.


48 of the 64 respondents agreed that they'd order more if online ordering was an option

Conclusion

Figures 40 and 41 may suggest that these 66 survey respondents would consider hosting anevent at 3 Alarm, perhaps with their sports team. However, if TV quality and size improved thentheir satisfaction would likely increase.

71

Q60: I'd like 3 Alarm to play classic rock music (unlessthere's a big game on)

Figure 42:

Findings: 55 (18+29+8) of 90 respondents AGREE that they'd like 3 Alarm to play classic rockmusic.

0.0 10.0 20.0 30.0 40.0

Frequency (%)

I'd like classic rock music (unless there's a big game on)


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

4

15

16

18

29

8

72

Q61: If 3 Alarm offered trivia nights, I'd definitely participate

Figure 43:

Findings: 35 (16+11+8) of 89 respondents AGREE that they'd participate in trivia nights

0.0 5.0 10.0 15.0 20.0 25.0 30.0

Frequency (%)

If 3 Alarm offered trivia nights, I'd definitely participate


Disagree

Slightly Disagree

Slightly Agree

Agree

Very Strongly AGREE

12

25

19

16

11

8

73

Q66: Would you ever consider hosting an event/fundraiser at3 Alarm?

Figure 44:

Findings: 74 of 92 respondents AGREE that they would consider hosting an event at 3 Alarm


No18

Yes74

74

VII. Summary of Recommendations ——————————————————————————————————————— Purpose This section provides the researcher’s recommendations for 3 Alarm Pizza based on the compilation of findings and conclusions found in the major findings sections. These are specific recommendations that could enhance the customer experience and potential business opportunities for profitability at 3 Alarm. Reminder of Limitations The data found is not fully conclusive because the research conducted was primary exploratory research. The respondents who took the survey cannot be viewed as a random sample because each customer did not have an equal chance of being selected to complete the survey. Instead a convenience sample was collected and utilized for the purposes of this study. Other limitations include: the researcher’s lack of professional experience in marketing research, time constraints, financial constraints, and potential customer bias when completing the surveys.

Recommendations: Major Finding B Who are the best customers?

● It is recommended that 3 Alarm Pizza understand who their most valuable customers are — those who spend the most and come frequently.

● It is recommended that 3 Alarm Pizza focus their attention on the taste of their food because the most loyal customers find that to be the most important.

● It is recommended that 3 Alarm Pizza improve the cleanliness of the bathrooms because customers are dissatisfied with how it currently is.

Major Finding C Are customers satisfied with 3 Alarm?

● It is recommended that 3 Alarm Pizza focus on having kind and intentional interactions with customers because this is highly important to customers.

● It is recommended that 3 Alarm Pizza to focus on consistency of taste of food because that is very important to customers and they are also currently very satisfied.

● It is recommended that 3 Alarm Pizza focus heavily on the largest areas of customer dissatisfaction: TV picture quality, seat comfortability, TV size,and overall cleanliness.

75

Major Finding D What are some potential marketing strategies?

● It is recommended that 3 Alarm Pizza use all their illuminated signs outside in order to attract more customers and aware customers that they are indeed open.

● It is recommended that 3 Alarm Pizza be more present on Instagram and share monthly deals for customers to use to bring more people in.

● It is recommended that 3 Alarm Pizza open another register at the bar during busy times so that multiple people can order at a time, particularly for drinks.

● It is recommended that 3 Alarm Pizza make it clear to customers what they should do with their dirty dishes after they are done eating.

● It is recommended that 3 Alarm Pizza offer a 10% student discount so that students would come in more often because they will think eating there is more affordable.

● It is recommended that 3 Alarm Pizza be open for weekday lunch because they may be reaching an entirely new customer group and bringing in more business.

Major Finding E What do customers think of the speed of service?

● It is recommended that 3 Alarm Pizza discover ways to increase their speed of service by having a more efficient system of ordering and making the pizzas.

● It is recommended that 3 Alarm Pizza let customers know where their food order is in comparison to others so that they better understand how long of a wait it will be.

● It is recommended that 3 Alarm Pizza lessen wait time by having more people on shift during times of high traffic, perhaps weekends and big game days.

Major Finding F Are customers comfortable with 3 Alarm’s environment?

● It is recommended that 3 Alarm Pizza improve the comfortability of their seats because customers find that to be an important issue and they want their needs met.

● It is recommended that 3 Alarm Pizza discover how to lower the temperature in the restaurant because many customers complain about it being too hot and stuffy, particularly in the game room.

● It is recommended that 3 Alarm Pizza update the decor and tidy up the fire trucks and signs because customers like the theme, but want to see some updates.

76

Major Finding G How do customers want to be entertained?

● It is recommended that 3 Alarm Pizza improve their TVs by investing in higher quality, bigger TVs.

● It is recommended that 3 Alarm Pizza play classic rock music (unless there’s a big game on) because customers desire this.

● It is recommended that 3 Alarm Pizza offer trivia nights for customers to participate in to draw in larger and perhaps newer and younger crowds.

● It is recommended that 3 Alarm Pizza continue to promote the hosting of events and parties because many customers are interested in using their services.

VIII. Recommendations for Further Research ———————————————————————————————————————

● It is recommended that 3 Alarm Pizza surveys a larger, random sample size in the future in order to gain more accurate data.

● It is recommended that for future research, 3 Alarm Pizza extend the amount of time allowed for customers to fill out surveys so that a larger sample size can be gathered.

● It is recommended that 3 Alarm Pizza ask their customers why they do or do not refer people to the restaurant.

● It is recommended that 3 Alarm Pizza conduct research on how to best promote hosting events like team dinners, birthday parties and local business/community meetings.

● It is recommended that 3 Alarm Pizza discover the level of interest in a loyalty program. ● It is recommended that 3 Alarm Pizza do further research on what kind of seating

customers would prefer the most. ● It is recommended that 3 Alarm Pizza discover what arcade games kids enjoy in order to

know which ones to keep and which ones to invest in. ● It is recommended that 3 Alarm Pizza discover which sporting events customers want to

see on the TVs most. ● It is recommended that 3 Alarm Pizza conduct further research on what offering online

ordering could look like. ● It is recommended that 3 Alarm Pizza conduct further research on what creating a new

website could do to affect the customer’s experience. ● It is recommended that 3 Alarm Pizza conduct further research on which local

competitors their customers are going to and why. ● It is recommended that 3 Alarm Pizza conduct further research on the influence of Yelp

in the customer’s decision making process. ● It is recommended that 3 Alarm Pizza include a separate question for first time

customers.

77

Gender:

FemaleMale

Age:

Under 2121-3536-6465+

Have you everreferred someoneto 3 Alarm?

Yes No

How long have you been cominghere?



Are you astudent?

Yes No

Who do you typically come to 3Alarm with? Select all that apply.

FamilySports team

School groupFriends

Other:

Have you evercalled in anorder?

Yes No

Did you read Yelpreviews on 3 Alarmbefore coming?

Yes NoOther:

Is this your first timehere?

Yes No

How many times have you been to 3Alarm in the past two months?

1 2-3 4-7 8+

How much have you spent at 3 Alarm inthe past two months?

Less than $25$25-75

$75-150$150+

3 Alarm is my "go-topizza place"

Yes No

DIRECTIONS: Please circle the number that best represents how IMPORTANT AND how SATISFIED you arewith the respective item.

Importance Satisfaction

Low High Low High

Taste of pizza 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Pizza affordability 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Pizza topping variation 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Friendliness of staff 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Cleanliness of dining area 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Cleanliness of bathrooms 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Beer selection (on tap) 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Beer selection (bottled/canned) 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Comfortability of seats 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Size of TVs 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

TV picture quality 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Fire department decor 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Speed of service/wait time 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

A/C Temperature 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

DIRECTIONS: Please rank from 1-5 in order of importance (1 being most important, 2 being second most importantand 5 being least important) using each number only once.

______Speed of Service______Friendliness of Staff______Taste of Food______Restaurant Decor______TV Quality


Please Turn Over78

VeryStrongly



VeryStronglyAGREE

3 Alarm would attract more customers iftheir signs outside lit up

If 3 Alarm shared monthly deals oninstagram, I'd definitely follow them


If there was a separate register at the bar,I'd order more drinks

If there were newer, bigger TVs, I'ddefinitely watch more games here


I've driven by this place for years, but neverknew it existed until someone pointed it outto me

If 3 Alarm Pizza had online ordering, I'ddefinitely order more often

I didn't know what to do with my dirty dishesthe first time I came here

If 3 Alarm was open earlier than 3pm M-Th,I would definitely eat lunch here

I'd like 3 Alarm to play classic rock music(unless there's a big game on)

If 3 Alarm offered trivia nights, I'd definitelyparticipate

I wish I knew where my food order was incomparison to others

I like the fire department theme, but thedecor is too outdated

If 3 Alarm gave a 10% student discount, Iwould definitely come more often


If 3 Alarm offered a customer loyaltyprogram, I'd definitely participate

If there were lesser, but newer arcadegames, kids would be more satisfied

If 3 Alarm had an updated website withonline ordering, my dining experiencewould be improved

DIRECTIONS: Please read each statement and check the box that corresponds to your level of AGREEMENTor DISAGREEMENT.

79


Yes No

What is one thing 3 Alarm Pizza can improve on?

What is your overall satisfaction with 3 Alarm Pizza? Low 1 2 3 4 5 6 7 8 9 10 High

Thank you for filling out this survey!Please retun your completed survey to the order window.

80

Documents

M ar k e ti n g R e s e ar c h R e p or t 3 A l ar m P i z z a D e p ar … · The purpose of this research project was to provide Robin and Patrick Martinez, owners of 3 Alarm, with