Project
COLORADO STATE UNIVERSITY Blue Spruce Deli Consumer Research
COMPLETED
May, 2022
Team
LaRae Richards
Blue Spruce Deli is interested in learning the effects of menu calorie labeling (vs. no labeling) on consumers’ perceptions of restaurant’s concern with its customers, attitudes toward the restaurant, and repatronage intentions. The Colorado deli is also interested in learning more about the businesses’ customer demographics, food-value orientation, and post-meal satisfaction levels in relation to various elements of patron’s dining experience.
Objectives
This research was conducted using experimental design. Participants were and randomly assigned between a control (no calorie labeling) and a treatment group (calorie labeling) and incentivized with a $3.00 coupon to use during his or her next visit. Attitudes and stratification attributes were measured during and after the participant’s dining experience.
Methodology
Results and Conclusion
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Blue Spruce Deli Consumer Research Report
Among Blue Spruce Deli's customers, calorie labeling had an overall favorable impact on dinner's perceptions of the restaurant's concern with its customers, attitudes toward the restaurant, and repatronage intentions. Based on the data from this analysis, introducing calorie labeling for all locations would be in Blue Spruce Deli's best interest as the research suggests these leads to favorable outcomes among the restaurant's dinners.
The demographics that best describe this restaurant's dinners consist of men, 47 to 48 years of age, who visit the Blue Spruce Deli 2 to 3 times a month while accompanied by one other person. These individuals, on average, are well educated and affluent, having a 4-year college degree, with income ranging between $80,000-$89,999. These dinners also typically do not live close to the location they dine at, as they typically live an average of 26 to 27 miles away from the Blue Spruce Deli location at which they dine. These findings may imply that these dinners work, rather than live, near a location and enjoy visiting the Blue Spruce Diner with their coworkers to grab a bite to eat.
Overall, Blue Spruce Deli's customers indicate high satisfaction across all dining experience levels, including friendliness, price, amount of food, promptness, healthfulness, taste, and menu selection. Friendliness and taste attributes were observed to have the highest impact on post-meal satisfaction scores, indicating that the restaurant should continue to focus on these two attributes to ensure patrons are satisfied with their dining experience. Meanwhile, Selection had the lowest score among all the post-meal satisfaction dining experience variables. Based on this data, the Blue Spruce Deli may want to consider expanding their menu to increase dinner satisfaction.