Case Study - Peanut Labsweb.peanutlabs.com/wp-content/uploads/2013/07/...Chick-fil-A within the...
Transcript of Case Study - Peanut Labsweb.peanutlabs.com/wp-content/uploads/2013/07/...Chick-fil-A within the...
Integrated Social Research
Case Study:
For a full dataset relating to this case study please email: [email protected]
What can social media data do for us?
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• The social media universe (Facebook, Twitter, Google+, Wordpress, Blogspot, etc.) can be thought of as an enormous, but unstructured, consumer focus group.
• Conversition’s “EvoListen” platform structures and codifies that data allowing consumer-noteworthy themes to emerge and drive powerful insight hypotheses.
• Complementary survey platforms – Crowdvi.be and SurveyTool – can then exploit the ubiquity and volume of social media-based respondents allowing direct measurement of these hypotheses with full behavioural and demographic targeting / segmentation.
The combination of social media-based listening and surveying allows you to conduct research and draw insights faster, and more cost-effectively, than any other modality
Social media listening, combined with social media-driven surveys, allows the rapid aggregation and quantification of consumer insights
Social Media
Derived
Insights
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The Integrated Social Research concept Social media listening, combined with social media-driven surveys, allows the rapid aggregation and quantification of consumer insights
Collects, cleans, structures, and
codifies social media content
allowing identification of themes
Instant confirmation of
major themes amongst
social media users
Same-day quantitative
measurement amongst
millions of social media
users
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Just what is Chick-fil-A doing so very right
and is there room for improvement?
One day of social media research...
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Mission: To “Be America’s Best Quick-Serve Restaurant”
2.00
3.22 3.58
4.05
Annual Sales ($Billions)
• 102% sales growth since 2006
• 7.0% like-for-like growth 2010 > 2011
• 1,600+ outlets (as of Feb 2012)
• Franchise business based on multiple outlet concepts including: Mall / In-line, stand alone, licensed, lunch counter, and drive thru only. Also manages the Dwarf House and Truett’s Grill brands.
• Highly profitable franchise concept with 15% of gross sales and 50% of net profits accruing to the brand and no equity transfer.
2006
Source: Chick-fil-A website and filings
Integrated Social Research Case Study: Chick-fil-A
2009 2010 2011
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Merry Christmas to me.
Went to chick-fil-a today
drive thru, cashier said I
had waited to long. Gave
me my order for free
@TimTebow should be the
spokesperson for Chik-fil-A. LOVE
that they offer church services for
employees. #JesusSaves
The customer service at Chick-fil-A in
Joplin is AWESOME!! They have an
employee standing outside the drive thru
window to hand your food to you do you
don't have to lean out. My Pleasure!! I
love it!
Pull up to the window at
Chick fil A , cashier said
car in front paid for your
order.
Chick-fil-A has the best
employees. It's so nice to
hear "my pleasure!" they
should make 10 an hour.
09:00
Listen to unsolicited customer comments, codify findings
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Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Dec 2011.
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Five strong themes emerge… 1. Waiving food payment: Notable instances of staff waiving the payment for food where
they consider a customer has been waiting too long.
2. Positive associations with Christianity: Chick-fil-A is an overtly Christian
organization (for example, it doesn’t open on a Sunday which is considered a day of rest) and this is noteworthy for a number of customers.
3. Service footprint extends beyond the 4 walls of the store: Noted examples
include employees taking orders outside the store, handing orders from the service window to the car window, and marshalling cars in busy car parks.
4. Exceptional politeness of the staff: Large number of mentions relating to the
politeness, cheerfulness and overall positive attitudes of the employees.
5. Paying it forward: Some mentions of a phenomenon of “paying it forward”; potentially
a social meme that is playing out in the Quick Serve Restaurant category.
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Dec 2011.
09:00
Listen to unsolicited customer comments, codify findings
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31
21
14
13
10
6
5
Friendliness of the staff
I don't know or have no opinion on Chick-fil-A restaurants
New menu options (for example, Banana Pudding Milkshake)
Promotions like free breakfast Thursday
The brand's strong association with Christianity
Service that extends beyond the restaurant (for example, car park attendants)
Other
Staff friendliness is the
most valued component of
the Chick-fil-A experience
Positive association with
Christianity may be a
sustainable source of
competitive advantage
09:00
Confirm and quantify themes with fast survey to inform subsequent study design
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Thinking about the Chick-fil-A chain of restaurants, what aspect of the customer
experience do you most value?
Source: Conversition survey using Crowdvi.be fielded March 3, 2012 (n=100). Response time = 7 mins.
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09:00
Write and script deeper dive survey with full targeting capability
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09:00
Field survey targeting n=1,000 past 3 month Chick-fil-A customers, prepare analytical
framework
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Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited Chick-fil-A within the previous 3 months (n=1,032).
35.2%
23.7%
13.0%
9.2%
6.7%
4.5%
Friendliness of the staff
Range of menu options
Associations with Christianity
Sales promotions (e.g. Free breakfast Thursday)
I don't know or have no opinion
Service that extends beyond the restaurant (for example, car park attendants)
Reconfirm the most valued attributes: Thinking about all of your experiences with
Chick-fil-A, what is it that you MOST VALUE about their restaurants?
Staff friendliness remains the
most valued component of the
Chick-fil-A experience
Both the range of menu
options and associations with
Christianity become more
significant
09:00
Drop data into analytical framework, analyze results
10:30 11:15 13:30 16:00 18:30
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Greet customers: “They greet customers, they remember me from visit to visit, they bring
refills to the table, they bring the food to the table if I have both kids with me and can't carry it myself, they are POLITE and genuinely seem to appreciate customers.”
Smile at them: “I appreciate the genuine smiles.”
Talk to them: “they are very talkative and sweet..” “it's much more enjoyable to order a meal
from someone who seems happy and I enjoy a bit of conversation and getting to know a bit about anyone even while ordering lunch”
Know the regulars: “They is one lady that works at our location and always remembers my
children, and their sports.” “They great me call me by my name.” “how they say identify you by name”
Get a catchphrase: “They say things like, "It was my pleasure." Not something you hear very
often at a fast food chain.”
Get out from behind the counter: “The location I go to has the best staff. The people who
take orders will offer to help bring my tray to my table when they see I have my hands full with my children.”
Give the occasional surprise: “they gave me free food once”
Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents most valued “Friendliness of the staff” (n=363).
09:00
Drop data into analytical framework, analyze results
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So what is the anatomy of “friendliness”?
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Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited Chick-fil-A within the previous 3 months (n=1,031). Net Promoter Score is calculated as % of promoters (scoring 9 or 10) minus % of detractors (scoring 0 to 6).
60%
52%
9%
-17%
-30%
-35%
Chick-fil-A (Christian Respondents)
Chick-fil-A (All Respondents)
Subway
Wendy’s
McDonalds
Burger King
Chick-fil-A has category-
leading NPS scores with a
significant uplift amongst
Christian respondents.
Chick-fil-A leads the pack in Net Promoter: How likely is it that you would
recommend [Brand] to a friend or colleague?
09:00
Drop data into analytical framework, analyze results
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1.3%
2.4%
6.9%
-1.4%
-5.3%
-4.0%
More than once a week
Once a week
A few times a month
Once a month
Once every three months
Less often
Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited Chick-fil-A within the previous 3 months (n=1,020).
Amongst Christians (the largest
faith group in the USA), Chick-
fil-A’s faith association confers it
a significant strategic advantage
for visitation frequency amongst
that group.
Is the overt Christian nature of Chick-fil-A a source of strategic advantage?:
Effect of visitation frequency for Christians over non-Christians
09:00
Drop data into analytical framework, analyze results
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“Paying it forward” is a meaningful phenomenon and worthy of further investigation...
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14% had experienced someone else “paying it forward” to them
22% had “paid it forward” to someone else
...are Chick-fil-A customers more charitable than other category users?
09:00
Drop data into analytical framework, analyze results
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Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited Chick-fil-A within the previous 3 months (n=1,020).
Wait times, location, and
price perceptions are areas
of concern for the brand:
Satisfaction is relatively low
for these important category
attributes
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Hi
Lo Hi
Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited Chick-fil-A within the previous 3 months (n=1,020).
Range of menu items
Cleanliness of restaurant
Friendliness of employees
Availability of parking
Location
Opening hours
Time spent in line
Price
Table service Imp
ort
ance
(Q
SR c
ateg
ory
)
Satisfaction (Chick-fil-A)
So is Chick-fil-A doing EVERYTHING right?:
Category attribute stated importance versus Chick-fil-A satisfaction
09:00
Drop data into analytical framework, analyze results
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DANG IT!!!!!! Chick-fil-a prices went up!!!!! The world is ending.
Chick fil A has went up on there prices!!! Smh!!!! Just tries this whole Chick-
fil-a "thing." While good, the hype left it Very
underwhelming. And exuberantly overpriced..
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09:00
Drop data into analytical framework, analyze results
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Chick-Fil-A is overpriced garbage.
super slow, super expensive.. But there's
nothing like chick fil a in the morning
I dont like Chick-Fil-A cause their small ass portions of food dont feel you up and the
PRICES TOO DAMN HIGH
When did Chick-Fil-A get so expensive? A 12 piece
chicken nugget meal was almost $8!
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Jan 2012.
Recent 2012 price increase has not been well received...
...is pricing out of kilter with both their category and the economic reality faced by customers?
Long wait . Worst I have ever seen it.
I stood inline for 30 minutes before
ordering, then had to wait another 15 to get
food.
the one morning I get up early enough to get
chickfila they are busy af and I don't have time to
wait for the food #ofcourse
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09:00
Drop data into analytical framework, analyze results
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i had to wait exactly 27 mins for a 12 pc at
chickfila. i was soooooo mad
Chick-fil-A hates me!!! I wait in line for 10
minutes and finally get to the front!!
There needs to be a #ChikFilA at every corner
of every street cuz me waiting in a line for
20min at every Chik Fil A
Chick fil a is so fucking crowded been waiting 5 mins to get outta the parking lot!!!
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Jan 2012.
And while busy restaurants are the lifeblood of the industry...
...excess demand is taking its toll on brand perceptions.
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Chick-fil-A enjoys market-beating goodwill with a loyal customer base, but wait times are
becoming noteworthy…
React to demand on a case-by-case basis and gain local depth / category share with new
restaurant openings
…and the prices are beginning to bite… Trial menu items that address customers who
want lower priced options
…though “bonus” events such as free meals create goodwill and fit into an emerging trend
of “paying it forward”…
(If not done so already) issue guidance to restaurants on trigger occasions for free food
orders
…and the range of menu items, friendliness of staff, and cleanliness of restaurants continue to
be major satisfaction drivers…
Continue with menu development program, reward service scores, and ensure restaurant
upgrades remain a priority
09:00
Summarize and make recommendations
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Integrated Social Research
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