Restaurant Research

Harris Interactive’s Restaurant Research Practice provides clients with the knowledge they need to develop creative solutions to their business opportunities. We do this through our:

• Combined expertise in consumer decision making and consumer behavior
• Superior research designs, analysis, and consultative services
• Timely, cost-effective quality information
• Extensive knowledge of the restaurant industry (your customers and your competition)

Knowing the Restaurant Customer

We recognize that most consumers have a broad range of variables impacting their decision-making process:

• Their lives are hectic with many competing time priorities.
• They have an unlimited number of choices with which to meet their nutritional needs – from home cooking, to the grocery store deli, to every type of restaurant imaginable.
• The eating occasion varies broadly (from lunch-for-one in an automobile, to a formal celebration dinner).
• The limited number of eating occasions per person per day.

In addition, other entertainment opportunities compete with the restaurant dollar, and changing social dynamics can quickly impact consumer habits.

Competitive Edge in the Restaurant Industry

We have conducted studies on numerous facets of the restaurant industry including brand strategy, advertising and promotion effectiveness, awareness and usage, and customer loyalty. We do this through our:

• Internet-enabled tools which allow us to reach your customers and those who visit the competition in a cost-effective manner.
• Consultative approach to research which provides our clients with far more than “just the facts”; we share our knowledge of your industry and maximize the impact of your research dollars.
• Deep bench strength that enables us to design custom studies incorporating a wide range of analyses, including:
  • Attitude and Usage
  • Communications/Advertising
  • Market Segmentation
  • Brand Assessment
  • Brand Positioning/Re-positioning
  • Competitive Landscape
  • Screening Studies
  • Values-based Research

Largest Online Panel

Harris Interactive’s multimillion member online panel is among the largest in the industry representing the full range of U.S. consumers. In addition, we pre-screen panel members for recency and frequency of dining at a wide range of restaurant categories and specific restaurant brands, which allows us to efficiently and effectively target both your customers and your competitor’s customers.

Areas of Expertise

We recognize that most consumers have a broad range of variables impacting their decision-making process:

• Brand Profiling and Tracking
• Customer Satisfaction, Loyalty, and Retention Studies
• Market Share and Sizing
• Menu Concept and Promotion Concept Testing
• Strategic Market Analysis (Positioning, Brand Equity, Segmentation)

Contact Us