Recent experience: the marketing study on the customers preferences regarding Mediterranean cuisine in Poland.

The case file:

The market research has been ordered by a very reputable, on the local market in Poland, restaurant. The management of this restaurants intended to open the new facility that would be specialised at Mediterranean cuisine.

The research subject:

Before the final decision had been held, our client wanted to exercise if the New restaurant with its format would achieve any popularity in the local market. The main subject of this market study were future potential customers taste preferences. First and foremost the task was to clarify what sort of Mediterranean meals are well known among the respondents from the local community. The second issue was to survey if they like the Mediterranean cuisine. The third approach was focused on whether the audience that like the Mediterranean cuisine, they likely order this type of meals when they eat outside (restaurant, lunch bar etc). The other approach was gathering the information from respondents about their expectations regarding the new facility appearance, way of service conduct, type of menu etc.

Our approach:

Due to the fact that our client appointed us for giving him very precise responds and outcomes, we had used the qualitative research methodology. We have conducted 50 in-depth-interviews with previously selected and recruited respondents. From the outcomes we had received very clarified picture showing the expectations of each age group of interviewed respondents. We were sucessfull not only in describing the level of expertise and knowledge of Mediterranean cuisine, but we separated the outcomes for the responds of preferences regarding particular dishes and spices (in the meaning what is more and what is less favourite). So finally not only we described the level of consciousness of the Mediterranean cuisine on the local market, but also we received the very precise feedback in the subject of what additional meals and specialties the menu of a new restaurant should include. The second part of approach was focused on the customer preferences regarding new restaurant design, atmosphere, way of service etc.

The benefits:

The client who use our outcomes and research recommendations, has opened the new restaurant in the city centre. After re-researching his business, the outcome has been even more positive than expected – thanks to our survey, the business is expanding and appear as the one of the most popular in the city. The main factor of success – according the next survey outcomes was the menu that meet the local market preferences as well as the atmosphere inside the new restaurant designed according recommendations from our survey. The success of our client affected us with a very long term cooperation with conducting of next surveys for him.