First ImpressionsRestaurant Study 2008Conducted by Ann Michaels & Associates, Ltd.
www.ishopforyou.com
Ann Michaels & Associates, Ltd.
Ann Michaels & Associates
Ann Michaels & Associates partners with companies to evaluate andAnn Michaels & Associates partners with companies to evaluate andanalyze customer touch points that are vital to exceptional serviceanalyze customer touch points that are vital to exceptional servicelevels, customer retention, and customer loyalty. Using a multilevels, customer retention, and customer loyalty. Using a multichannel model and an evaluator base of over 130,000, Ann Michaelschannel model and an evaluator base of over 130,000, Ann Michaels& Associates has assisted companies in pinpointing areas of strength& Associates has assisted companies in pinpointing areas of strengthand weakness, allowing for operational change and growth, improvedand weakness, allowing for operational change and growth, improvedservice standards, and increased brand positioningservice standards, and increased brand positioning. .
Ann Michaels & Associates, Ltd.
Study MethodologiesAnn Michaels hired mystery shoppers to conduct pre visit phonecalls to casual and fast casual restaurants in four major markets inthe US. These markets include Atlanta, Los Angeles, Chicago andNew York. Shoppers called the restaurants using two scenarios:
1. Calling for directions2. Calling for dietary menu concerns
Ann Michaels & Associates, Ltd.
2008 Restaurant Study
How important are first impressions?How important are first impressions?
You never get a second chance to make a You never get a second chance to make a first first impressionimpression
Ann Michaels & Associates, Ltd.
Overall Findings
Statistics across all markets
Ann Michaels & Associates, Ltd.
Which factors affected your impression of this restaurant/likelihood you would visit?
All Markets
Ann Michaels & Associates, Ltd.
Was the telephone answered in three rings?
All Markets
Ann Michaels & Associates, Ltd.
Did the employee answer the telephone by identifying both the restaurant and his/her name?
All Markets
Ann Michaels & Associates, Ltd.
If the employee placed you on hold, how long did you wait until the employee returned to the conversation
All Markets- Answer in Seconds
Ann Michaels & Associates, Ltd.
When providing directions, did the employee:
All Markets
Ann Michaels & Associates, Ltd.
Based on your knowledge of the area, how accurate were the directions provided?
All Markets
Ann Michaels & Associates, Ltd.
Was the employee knowledgeable about the menu?
All Markets
Ann Michaels & Associates, Ltd.
Was the employee able to answer your dietary/menu question without asking other staff and/or placing you on hold?
All Markets
Ann Michaels & Associates, Ltd.
Based on this telephone call only, please indicate your impression of this restaurant
All Markets
Ann Michaels & Associates, Ltd.
Generic Market Analysis
• New York scored highest in all categories– overall score New York scored highest in all categories– overall score 89%89%
• Chicago scored highest in the Greeting category - 94%Chicago scored highest in the Greeting category - 94%• New York scored highest in the Knowledge and New York scored highest in the Knowledge and
Professionalism category – 90%Professionalism category – 90%• Chicago scored best in the overall impressions Chicago scored best in the overall impressions
category- 91%category- 91%
Ann Michaels & Associates, Ltd.
Ann Michaels & Associates
3108 S. Route 59
Suite 124-255
Naperville, Illinois 60564
630-922-7804
www.annmichaelsltd.com