Customer Satisfaction Research Project

OBJECTIVES• Assess customer satisfaction of two Mexican food joints : Chipotle

and Qdoba

• Collect primary data through questionnaire, analyze data, and generate findings

• Provide recommendations and suggestions for Chipotle and qdoba

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Company backgroundChipotle Vs Qdoba

Founded 1993 1995

# of Owned Restaurants 2010 641

Franchised Restaurants ZERO Around 320

Sales in 2013/2014/2015 $3.2B/$4.1B/$4.5B $293.2M/$338.4M/$374.3M

Menu Burritos, Tacos, Salads and Bowls, Chips and Salsa

Burritos, Tacos, Salads and Bowls, Chips and dip, Soup

Timings 11AM-10PM 11AM-9PM(8PM on Saturday and Sunday)

Source: https://en.wikipedia.org/wiki/Chipotle_Mexican_Grillhttps://en.wikipedia.org/wiki/Qdoba_Mexican_Eats

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https://en.wikipedia.org/wiki/Chipotle_Mexican_Grill

https://en.wikipedia.org/wiki/Qdoba_Mexican_Eats

METHODOLOGY• Questionnaire design and pretest

• Design finalization and data collection

• Creation of dataset

• Descriptive and comparative analysis (Paired sample T test), Quadrant charts / Importance-performance charts

• Performance analysis

• Regression analysis

• Results and recommendation

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QUESTIONNAIRE DESIGN• The main objective of this survey is to assess the customer satisfaction

with Chipotle and Qdoba

• The questionnaire was to be handed out manually to the respondents for data collection

• Comprised of multiple choice and rating questions on a scale of 1-5

• Simple and straight forward terminology

• Screener question to eliminate “invalid” responses

• Survey was handed out to a few respondents as a pretest

• Using the feedback from the pretest, finalized the survey design

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SAMPLING PLAN• Who should participate in the research?

• How many people should participate in the research?

• Which sampling method to be used?

• We used one of the non-probability sampling methods- convenience sample

• Convenience sample is made up of people who are easy to reach

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SAMPLING PLAN• 38,000 total Mexican restaurants in the U.S.A

• New York Tri-State region has the highest number of Mexican food restaurants, of which, Chipotle and Qdoba cover 69%.

• Customers of age 18-34 yrs represent around 50% of this consumption.

• Our focus was towards this demographic of students and young professionals.

• Approximately, 20 responses per team member

Source: abcnews.go.com

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SURVEY ADMINISTRATION• For our research, we used the Paper-and-Pencil Survey method for

the survey administration

• The researcher was present during the administration.

• It is a cost-effective way of collecting data. (No computer/internet access required)

• The researcher’s presence acted as a motivating factor for the respondents to complete the survey and answer their questions, if any

• This quick response loop assured a higher response rate

• We surpassed our aim for the 80 responses and were able to collect 85 valid responses.

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OVERALL DISTRIBUTION OF DATA

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COMPARISON- OVERALL SATISFACTION RATING

05/01/23

There is a statistically significant difference between the Overall satisfaction rating of Chipotle

and Qdoba

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ATTRIBUTE COMPARISON

Attributes Chipotle QdobaSig.(2-tailed)

*indicates statistically significant

at 95%

Convenience of Location 3.82 3.15 0.000*

Hours of Operation 4.54 3.57 0.049*Price 3.75 3.49 0.042*Cleanliness 3.94 3.61 0.010*Customer Service 3.84 3.53 0.003*Time to Serve 4.07 3.64 0.000*Freshness of food 4.10 3.54 0.000*Taste 4.02 3.57 0.004*Availability of choices 3.70 3.50 0.123

Portion size 4.12 3.64 0.000* 12

CHIPOTLE PERFORMANCE ANALYSISAttributes Mean Correlation

Location 3.82 0.33

Price 3.75 0.41

Cleanliness 3.94 0.58

Customer service 3.84 0.42

Time to serve 4.07 0.42

Freshness of food 4.1 0.56

Taste 4.04 0.57

Availability of Choices 3.7 0.44

Portion Size 4.12 0.38

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QDOBA PERFORMANCE ANALYSIS

05/01/23 14

Attributes Mean Correlation

Location 3.15 0.482

Hours of Operation 3.57 0.431

Price 3.49 0.341





Taste 3.57 0.479



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JOINT PERFORMANCE ANALYSIS

05/01/23 15

Attributes Mean Correlation

Location 3.49 0.46


Price 3.62 0.39





Taste 3.80 0.55



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REGRESSION MODEL - CHIPOTLE

05/01/23 16

Stepwise regression

Regression results

(Chipotle)Alpha = 0.05

F(10,71) = 9.987,

p<0.001, R-Squared =

0.58***Model is significant

TasteFreshness of

foodMenu choices explain 58%

of variance in Chipotle

mean rating

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Overall Satisfaction(Chipotle) = 0.505 + (0.337 * Taste + 0.308 * Freshness of food + 0.222 * Availability of choices)

REGRESSION MODEL - QDOBA

Stepwise regression

***Model is significantTime to Serve

Freshness of food

Convenience of location

explain around 48% variance in mean rating of

Qdoba

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Overall Satisfaction(Qdoba) = 0.972 + (0.283 * Freshness of food + 0.276 * Time to serve + 0.193 * Convenience of location)

REGRESSION ANALYSIS – COMBINED DATA

Stepwise regression

Overall Satisfaction = 0.555 + (0.264 * Freshness of food + 0.210 * Taste + 0.239 * Time to serve + 0.134 * Availability of Choices)

KEY DRIVER ANALYSIS BY GENDER

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MEAN/CORRELATION MATRIX BY GENDER

Attributes Mean CorrelationLocation 3.43 0.501*

Hours of Operation 3.76 0.504*

Price 3.53 0.431*

Cleanliness 3.66 0.527*

Customer service 3.6 0.379*

Time to serve 3.83 0.586*

Food freshness 3.79 0.487*

Taste 3.76 0.462*

Choice 3.51 0.386*

Portion 3.85 0.506*

MALE

Attributes Mean CorrelationLocation 3.6 0.373*


Price 3.78 0.306*

Cleanliness 3.98 0.592*

Customer service 3.83 0.518*

Time to serve 3.9 0.407*

Food freshness 3.87 0.699*

Taste 3.88 0.699*

Choice 3.77 0.503*

Portion 3.93 0.290*

FEMALE

* Indicates statistically significant

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ATTRIBUTE COMPARISONS BY GENDERAttributes Male Female

Convenience of Location 3.43 3.6


Price 3.53 3.78

Cleanliness 3.66 3.98**

Customer Service 3.6 3.83

Time to Serve 3.83 3.9


Taste 3.76 3.88

Availability of choices 3.51 3.77

Portion size 3.85 3.93

* Indicates statistically significant differences

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Non-GMO & E-coli Scare

There is no evidence to suggest that respondents

care about Non-GMO ingredients and E-coli scare

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RECOMMENDATIONS - CHIPOTLE

• More competitive pricing

• Increase menu choices like Soups and Queso dip

• Increase cleanliness

• Increase awareness of Non-GMO ingredients

• Efforts to eliminate incidents similar to E-coli scare

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RECOMMENDATIONS - QDOBA

• Increase the number of franchises

• Increase freshness of ingredients by sourcing from local farms

• Provide options to customize food according to customer’s taste

• Improve services to provide better experience for customers

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Customer Satisfaction Research Project

Education

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