Qualitative Research AND
Consumer Journey
Catherine Melvin, Cara Hays, Emily Ladig Crosby Barnhart, Grace Gabel, Samantha Huston
TABLE OF CONTENTS Brand Overview
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Primary Research
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Interviewee Profiles
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Recurring Themes
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Consumer Journey
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Target Audience
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Path of Consumer Journey
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Touchpoints
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Recommendation
53
Conclusion
61
Sources
63
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BRAND OVERVIEW
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“The mission of Ruth's Chris Steak House is to build a growing, profitable restaurant business in which the highest standards of quality, value and hospitality are expressed.� 4
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Over 40 years ago, Ruth Fertel took a risk and mortgaged her home for $22,000 in order to buy a small, failing restaurant in New Orleans, Louisiana named Chris Steak House. After a fire destroyed the original building, she renamed the restaurant “Ruth’s Chris Steak House.” Today, Ruth’s Chris Steak Houses are owned by Ruth’s Hospitality Group, Inc. and are located throughout the United States and globally. With over 140 locations in 20 countries, Ruth’s Chris Steak House triumphed through humble beginnings to become a leading name in the steakhouse fine- dining industry.
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COMPETITORS MCCORMICK & SCHMICK’S Known for offering great seafood and settings for social events or meetings, this fine dining restaurant also promotes healthy living.
FLEMINGS Proud to know everything about wine, they have an extensive colletion with over 100 bottles and even a WinePad.
DEL FRISCO’S Guests enjoy on-staff sommeliers and a complimentary rewards program.
THE CAPITAL GRILLE Considered the king of fine dining social media, they excel in this area and have an app.
PALM RESTARAUNT Has the largest family owned atmosphere and values corporate responsibility.
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SOCIAL MEDIA The voice of Ruth Fertel is carried throughout Ruth’s Chris social campaigns. They emphasize her tradition, the restaurant's history and the hard work and drive that got the restaurant where it is today. Their current social media focuses on photos of food and has minimal consumer interaction, with hints of the history of Fertel. There is little to no customer service on their social media platforms. The major platforms also lack a social voice and unity.
64.5K LIKES
2.9K FOLLOWERS
177 SUBSCRIBERS
14 VIDEOS
1.1 M CHECK INS
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NO ACCOUNT
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PRIMARY RESEARCH
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SCREENER Fall 2016 Management Screener
Q5 Approximately how many times did you eat at a fine dining restaurant in the last three months? • 1-2 times (1) • 3-5 times (2) • 6+ times (3) • I did not eat at at a fine dining restaurant in the past three months (4) If “1-2 times” is selected, then skip to end of survey If “I did not eat at at a fine ...” is selected, then skip to end of survey
Q1 Age: • Under 24 (1) • Between 25 and 35 (2) • Over 35 (3) If “Under 24” is selected, then skip to end of survey If “Over 35” is selected, then skip to end of survey Q2 Please select your level of employment: • Full-time (1) • Part-time (2) • Other (3) If “Part-time” is selected, then skip to end of survey If “Other” is selected, then skip to end of survey
Q6 Which of the following types of fine dining restaurants would you consider visiting in the future? (check all that apply) • Italian (1) • French (2) • Steakhouse/Seafood (3) • Classic American (4) If “Steakhouse/Seafood” is not selected, then skip to end of survey
Q3 Do you work in any of the following industries? (check all that apply) • Advertising (1) • Automotive (2) • Banking (3) • Restaurant (4) If “Advertising” is selected, then skip to end of survey If “Restaurant” is selected, then skip to end of survey
Q7 I would be willing to dine at the following restaurants in the future (check all that apply) • Capital Grille (1) • Morton's Steakhouse (2) • Ruth's Chris (3) If “Ruth's Chris” is not selected, then skip to end of survey
Q4 Please select your annual Household Income (HHI): • Less than $45,000 (1) • Between $45,000 and $75,000 (2) • Over $75,000 (3) If “Less than $45,000” is selected, then skip to end of survey
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Q8 I have dined at the following restaurants (check all that apply) • The Capital Grille (1) • Morton's Steakhouse (2) • Ruth's Chris (3) • Roy's (4) • McCormick & Schmick's (5)
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IN-DEPTH INTERVIEW Discussion Guide
Pre-Dining Attitudes (4 minutes) • For what occasions would you go to a fast casual restaurant (Chipotle) vs a fine dining restaurant? o LISTEN FOR: Special occasions, loyalty programs, need a good meal, social media, vacation, business dinner • How do you choose a fine dining restaurant? o LISTEN FOR: Personal recommendation, social media, price, tradition, experience/ambiance o PROBE: What role does happy hour play in your decision? o PROBE: Where do you get information about these restaurants? / What inspires you to go there? (social media? Word of mouth? Tradition? Etc.) o PROBE: Does it depend on who you are going with? • What are your expectations for when you visit a fine dining restaurant? o LOOK FOR: Service, experience, status, quality o PROBE: Describe to me what the restaurant looks like…
Purpose: We want to gain an understanding of 25-35 year old’s emotions, thoughts and behaviors during the consumer journey processes before, during and after dining at Ruth’s Chris Steakhouse. Introduction (1-2 minutes) Hi, my name is _______, and behind me to take notes is _______. We are students at the University of Missouri conducting research for one of our journalism courses. If you are willing, I would like to ask you some in-depth questions that should take no longer than 20 minutes. To clarify, fine dining caters to an upscale clientele and provides the highest quality of food. A fine dining restaurant has a formal atmosphere, is almost always a sit down restaurant, and has a fancier menu than most restaurants.
In-Dining Attitudes (5 minutes) • What do you typically order? o LISTEN FOR: Seafood, steak, cocktails, wine, full course, shareables o PROBE: Do you look for specials/seasonal offerings? • How important is price to you when choosing a menu item? o PROBE: Do you mind spending more than usual? • What stops you from going to a fine dining restaurant? o LISTEN FOR: Price, location, associations • What role does social media play in your night out? o PROBE: If they say it doesn’t: Would you post a photo on Facebook/Instagram/Snapchat?
Describe Yourself (2-3 minutes): • Tell me a little bit about yourself… o PROBE: Understand their happenings and who surrounds them daily • Walk me through your daily routine… o PROBE: How is it different on the weekends? • Would you consider yourself a foodie? o Do you follow food accounts on social media? o Do you enjoy cooking shows?
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IN-DEPTH INTERVIEW Discussion Guide
Post-Dining Attitudes (3 minutes) • How do you feel after visiting a fine dining restaurant? o PROBE: Was it worth the cost? o PROBE: Happy with your decision? o LOOK FOR: Listen for feelings-- anxiety from spending too much? Happy with your experience? • Do you typically recommend restaurants to friends/family? o PROBE: What would make you recommend a restaurant to a friend? o PROBE: How do you recommend a restaurant? (word of mouth, check-in on Facebook, post to Yelp, etc.) o PROBE: Do you like to visit the same restaurants over and over or do you like to try new things? o PROBE: How do you hear about new restaurants? Overall Attitudes and Opinons • Can you describe to us what your fine-dining experience looks like? Begin at the planning phase through post-dining experience. o LISTEN FOR: Touchpoints, recommendations, influences o Identify: Each individual step Emotions associated Motivation (internal/external) I Is this a weak point for the brand? • What are the first 4 fine-dining restaurants that come to your mind?
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Transition: The purpose of this interview is to gain insight on Ruth’s Chris Steak House, so going forward we have a few questions specific to the brand. • How does Ruth’s Chris compare to its competitors? • Would you be more likely to go to a fine-dining restaurant if it’s a chain or if it’s local? • On a scale of 1-10, how important is it to you that a restaurant is active in the community? o EXAMPLES: Donating money, sponsoring events, volunteering, etc. Activity - Word Association We’re going to give you 10 words. When we tell you the word, please tell us the first thing that comes to your mind. 1. Restaurant 2. Steak 3. Cocktails 4. Appetizers 5. Happy Hour 6. Reservations 7. Special Occasion 8. Fine dining 9. Seafood 10. Ruth’s Chris
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female 28 years old 2 kids accountant
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“I wake up at 5:20 a.m. everyday, go for a run and I’m in the office by 7:30 a.m. to try and make it home to my wife and kids by 5 p.m. My days are routine. If I’m not going to happy hour with my co-workers, I have dinner with my family. I’ve never heard of half the things my wife makes for dinner, but it’s always good. I’m not hard to please when it comes to food. But, when I’m at a nice restaurant, whether it’s for a date night with my wife or a happy hour with my co-workers, I appreciate excellent service and expect the food to be worth what I’m spending. Between my wife and co-workers, I’m at a nice restaurant at least once a week. If the food and service is consistent and above average, I’m suggesting that restaurant to my co-workers the next time we go out for happy hour.”
“I have two kids under the age of two. They’re a lot to handle. Between their naps, bottles and tantrums, I barely have time to clean the house. The weekend brings SOME free time for my husband and me. If we aren’t attending a wedding and can manage to find a babysitter, we are going on a date night. We can finally relax. I am usually the one to make the reservations and pick the restaurant. I’m checking reviews on Yelp, Open Table and I also consider the places that my friends suggest to me. My husband and I prefer an intimate atmosphere in a trendy neighborhood. It’s always more fun that way. It’s nice to have a break from our stressful lives and enjoy a cocktail with each other to unwind.”
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male 30 years old 2 kids financial advisor
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male 25 years old dating highschool sweetheart financial analyst
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“To be honest, when I think of dinner I picture Steak ‘n Shake. I don’t have to go inside, I don’t have to share my food, and it’s simple and predictable. Surprisingly, my girlfriend doesn’t feel the same way. She loves dressing up, chatting non-stop, and romantic dinner dates. Being the great guy that I am, I try to plan a nice night out whenever we have a free weekend with nothing else going on. In the end, I love a steak and I especially love her smile.”
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female 28 years old married data analyst
“During the week, it’s all about my routine. I wake up, make breakfast and login to my computer to start the day of work. I love being able to work from home because it’s convenient and I can take a break for lunch and a quick jog on the treadmill. My weeknights are also pretty predictable- I make dinner and normally watch a show on Netflix with Hubby. Weekends however, are for our adventures. Boston is a big place and we love to explore. We love hiking and nights out around town. It’s always a treat to try new restaurants and dive into a great meal paired with red wine.“
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female 29 years old married high school math teacher
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“With my life as a full-time high school math teacher and cheerleading coach, weeknights can be pretty hectic. But as busy as I am, teachers live the best life and are off work at 3 p.m. everyday. Can you say happy hour!? The weekend is when I save time for my husband and me. When we have a free weekend night and somehow aren’t in the middle of wedding season or going to a game night with friends, we always make a point to go to a sit-down restaurant. When I’m just with my husband and we can actually dine and enjoy our food, I am so happy. That being said, the service better be good.”
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female 32 years old married prosecuting attorney
“Living in a college town pretty much limits my husband and me from going to restaurants outside of the ones we’ve already tried. That’s why if we have an excuse to drive to St. Louis, we always use it as an opportunity to go somewhere new. Although it’s fun, eating out can be expensive. Trust me, if we could afford it, we would choose to eat out all the time. At least once a year though, we will let ourselves splurge on a place where we know the tab will be over $100. It’s expensive, so if the food doesn’t live up to the price, then in my mind it is a waste.”
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RECURRING THEMES There were many recurring themes throughout our interviews. We have condensed our findings into 7 succinct insights.
The “Foodie” Trend To all of the “Foodies” seeking trendy and hipster hole-in-the-walls, a meal surrounding a fantastic photo op, and a reason to eat something new, you aren’t our target audience. Our target loves classic food, sophisticated atmosphere and excellent service. They aren’t here for the food alone, they’re here for the whole fine-dining experience.
Quality Location
Drink Recommendations
City, Neighborhood, Street. Location makes a big difference for this target audience. Feeling like they’re in a trendy area makes a date night feel even more special. Many participants said that location could determine if they would return to a restaurant. In addition, we learned that Ruth’s Chris does not always have consistent locations. While some are snuggled up next to swanky hotels, others are attached to strip malls with less than ideal highway buzz in the background.
A night out is not complete without a unique cocktail or a special wine pairing. Our target has equal expectations for both their beverage and meal. Waiters are expected to have exceptional knowledge of which wines to recommend.
Gender Preferences
Source of Recommendations
Paying a pretty price tag means customers have high expectations. When it comes to fine dining, women expect variety. They are interested in sharable plates and fun appetizers. On the other hand, men expect a single, large portion. To men, the more you pay, the more you should recieve.
We found that Yelp reviews and suggestions from friends and family were primary factors when deciding which fine-dining restaurant to choose. Yelp is used to check price points, examine potenital service, and find that gem of an up-andcoming fashionable restaurant. The opinions of friends and family are highly valued because they are trusted and respected by consumers.
Inconsistencies
Social Media
According to our respondents experiences, inconsistency was the number one complaint about Ruth’s Chris. They clarified that these inconsistencies come from varying locations due to Ruth’s Chris being a chain restaurant. They expressed concerns that the managerial staff’s priority was not the customer.
Our participants are not heavy social media users. Although they constantly recieve content through apps and websites, they normally aren’t the ones creating it. Facebook, Instagram and Snapchat are used periodically, but making posts is not a central part of their night out.
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CONSUMER JOURNEY
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ROMANTIC RENDEZVOUS DUO This couple has been together for several years, but they’re still passionately in love. They’re busy with their own endeavors but are in search for a reason to get away for an evening together. Their weekends are glittered with weddings, galas and dinner parties but the couple is happiest when they can embark on a new and romantic rendezvous together. A dinner for two is the perfect chance for this couple to get away from their bustling lives to share an intimate night with the person they love.
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JUST A PEEK To better understand our target market, take a look into something very personal to them: their purse and wallet.
Taking a glance into Mrs. Romantic Rendezvous’ purse, you will see how lovable she is and the busy life she leads. Stocked with invitations, to-do lists and the cutest portable calender, her life is in her purse. Similar to her husband, she holds their relationship close to her heart. She carries a cherished letter he wrote her while she studied abroad in college. On a romantic date night, she makes sure to pack her favorite lipstick and perfume sample, because dressing up for him gives her the warmest romantic feelings.
With a peek inside Mr. Romantic Rendezvous’ wallet, you can find business cards, foreign coins and a four-leaf clover. This charismatic man never leaves home without a few business cards because he is constantly making connections while out and about. His wallet jingles with foreign coins from his last business trip as he makes his way from meeting to meeting throughout the day. Although his wallet is full of items representing his success and travels, his favorite talisman is the four-leaf clover. Pressed between old cards, this four-leaf clover has lived in his wallet for seven years after the couple found it on their second date. During date nights, he shuts off his phone to give all his attention to his partner.
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A REASON TO CELEBRATE In our primary research, we found that fine-dining restaurants are not just for special occasions anymore. Our target market believes that their relationship is reason enough to celebrate a nice meal together. The Romantic Rendezvous Duo is busy on most weekdays and weekends with work, friends and family. However, early in the week, when the couple notices their calendar is empty for that weekend, they know it means one thing: date night. They call for a table on Monday or Tuesday to ensure that when Friday or Saturday arrives, they have the chance to step out of their roles as parents, siblings, best friends or co-workers, and just relax with the person they love. With this personal insight, we believe Ruth’s Chris has a unique opportunity to meet the needs and desires of our target audience. It’s time to redefine the typical meaning of a special occasion. To the Romantic Rendezvous Duo, a special occasion is more than a birthday, promotion or engagement. Due to their busy lives, getting together with each other for an intimate night out is a special occasion and a reason to celebrate.
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PLANNING
DECISION MAKING
In order to begin the consumer journey, the diner must be motivated to visit a fine-dining restaurant. We found that there are three different reasons why guests begin their journey to Ruth’s Chris: an open weekend, a special occasion or a reason to celebrate.
Next, the diner must choose a restaurant. They take recommendations from friends, look at OpenTable and other review sites such as Yelp. In particular, they are seeking information on price, location and service. At this point, the diner has either previously been to Ruth’s Chris, or they have not. If not, they are excited to try something new, or they are uninterested and their journey will end. Following these choices in the decision making process, a reservation will be made. When it comes to fine dining, having a reservation provides a faster and more efficient experience and the diner knows this.
Recommendation from friend
Open Weekend
Looks at OpenTable or other review site
Special Occasion
Makes Reservation Has been to Ruth’s Cris
Reason to Celebrate
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Has never been to Ruth’s Chris
Bad review, dislikes chains: try new spot
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FIRST IMPRESSIONS The diner has arrived at Ruth’s Chris. Immediately after entering the restaurant, first impressions are made. These opinions are determined by how long their wait is and what options they have before being seated. Other impressions depend upon the space itself, the ambience, host friendliness, and cleanliness. Wait time is particularly important for these guests. If the diner must wait over 15 minutes, they experience frustration. This is a low point in their journey. Those seated immediately experience continued excitement and satisfaction. A short wait time in chairs or at the bar is marked by neutral feelings.
Long Wait
Goes to bar
Arrive
Short Wait Seated
Seated Immediately
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MAIN MEAL The guests have now been seated and they are more than ready to start their experience at the table. Every diner has their own mental checklist. This includes things such as interactions with the waiter, time it takes to get food, drink options and recommendations. These can vary depending on the diner. The majority state that aside from quality food, the extent of drink pairings and recommendations is the second most important aspect of their ordering experience. If satisfied with their waiter’s knowledge and recommendations, diners experience a high point. If diners feel misled or on their own, this creates negative feelings.
Greeted with menu and recommendations
Order drinks
Wait time
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Complete meal
Recieve food
Order food
First bite
Order dessert
Plates taken away
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THE RECAP Now it’s time to pay the bill and conclude the experience. But once the diners leave the restaurant, the journey doesn’t end there. During the recap period, the diners in-restaurant experience concludes with the bill, who paid, the car ride home, how they physically feel, and if they’re going to recommend Ruth’s Chris further. In the end, Ruth’s Chris wants guests to feel that their food was worth the bill. If it was not, diners will leave feeling dissatisfied and they will not return or recommend Ruth’s Chris to friends and family. If they feel satisfied with their night and their food, our 25 to 35 year old’s will make sure to tell others all about it.
Does not pay bill
Bill
Car ride home
Recommend to a friend?
Pays bill No rush
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TOUCHPOIN T
S
“I am mo
FAMILY AND F
RIENDS
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ONLINE
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TOUCHPOINTS
RESTAURANT “Location is important to me. I would rather go somewhere that feels unique, instead of a chain.” When going to a fine dining restaurant, our target wants an intimate and personal meal. They want to feel like they are having a unique dining experience. For them, a local feel is more special and personal. This coincides with the feelings they have for the person they are dining with. If a restaurant feels like a chain, it can seem unappealing and rehearsed. Diners are concerned that chain restaurants cut costs in order to produce the most efficient and profitable results. Chains must take an extra step to make sure their customers have a personal and unique experience.
DURING MEAL “I want quality service and recommendations when it comes to my entire meal.” In terms of actually arriving at the restaurant, having a knowledgeable wait staff is a definite must to these consumers.They believe that if they are paying high prices, they should be treated exceptionally and encounter polite and knowledgeable servers. Staff should be able to recommend wine and steak. They should be helpful and attentive without being too persistent. This is an important step in the middle of the consumer journey.
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RECOMMEN
DATIONS
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SOCIAL MEDIA
ADVERTISING
Through our in-depth interviews, we found that although fine-dining consumers aren’t creating content on social media, they are are receiving it. Facebook, Instagram and Snapchat are used regularly, even if they aren’t a central part of the Romantic Rendezvous duo’s night out. In order to stay relevant and consistent, we believe Ruth’s Chris should create a social playbook to have fresh content and a uniform voice across all platforms. This would also allow customer interaction, and give Ruth’s Chris a chance to engage with customers.
Our research indicates that our target audience uses reservation and review sites when deciding which restaurant to choose. We highly suggest the following sites for these platforms: Groupon, Yelp, YouTube, OpenTable and Facebook. More specifically, using native advertising on Groupon, Yelp and OpenTable will serve as a reminder for our target to consider Ruth’s Chris when searching for inspiration. Facebook is a great platform for paid search marketing because our target has a developed and trusted relationship with Facebook. YouTube serves as an advertising staple to our target because the majority of single search users are aged 25-34. We recommend making extremely short pre-roll vidWe also recommend implementing a content marketing campaign to focus on Ruth’s Chris’ happy hour. This is an effective and natural way to attract our target market. The content marketing material would consist of DIY drink videos, tips on planning the perfect night out with co-workers and happy hour conversation starters.
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LOCALIZATION
RESTAURANT AUDIT
Another major finding was that our target appreciates local fine dining restaurants because they feel more intimate and special. Ruth’s Chris can make a few easy changes to localize their franchises. We recommend that Ruth’s Chris buy art from local artists, hang pictures of the city they are located in and offer drinks and plates named after famous people in the area. For example, the St. Louis franchise could have a Berra Bloody Mary.
Our target market is looking for fine dining restaurants that are consistent, intimate and genuine. Our research shows that people think Ruth’s Chris is inconsistent based on the franchise and sometimes feels like a chain. By performing a world-wide restaurant audit, Ruth’s Chris can re-evaluate the status of quality of each restaurant to most appropriately move forward with improvements on a store to store basis. Staff, food, location, atmosphere, community involvement and more should be similar at every Ruth’s Chris. For example, Chick-fil-A, a popular fast casual restaurant, is best known for its consistent, top of the line service across the country. If Chick-fil-A can do it, Ruth’s Chris should
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CUSTOMER DATABASE
COMMUNITY EVENTS
Another way to make the Ruth’s Chris experience more personal and genuine is to implement a consumer database. When a customer finishes their meal, or goes to make a reservation, they will have the option to join the Ruth’s Chris Network. This will be an online, completely voluntary database that gives customers the option to view past purchase history, see what server assisted them and what beverages they drank. It will allow them to go on Ruth’s Chris website to edit or make notes of how their experience went, providing further feedback to the individual restaurant.
Another way for Ruth’s Chris to be involved in the community is to offer seasonal wine tasting events. These events will be offered by reservation and host a small party interested in learning how to pair wines with different foods. The tasting will localize Ruth’s Chris within the community and offer quality wine recommendations. Tastings would be offered for occasions such as bridal showers, Mother’s Day and Thanksgiving. Ruth’s Chris can have this as a way to offer additional experiences other than just lunch, happy hour or evening meals.
This database will also come with the option of an app. The app is not required if a customer joins the database; it is simply an extension of the network to further simplify the process for the user. The app will allow for reservations, customer requests and even looking back at their past meals, experiences and memories. This system gives Ruth’s Chris new opportunities like putting customers with waiters they have had before, allowing the consumers to develop personal relationships with their servers. We also found that the ride home is crucial for determining if they will recommend the restaurant to their friends. With the information in the consumer database, Ruth’s Chris can send out a thank you text or tweet to the consumers, ensuring that they will leave feeling appreciated.
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CONCLUSIO N
After con du research cting primary an ,d d secon dary and crea efining the targe t audien ting touc ce hpoints; lieves th Team 3 at Ruth’s b eCh redefine the typic ris should strive a to l meanin occasion g of a sp . To the ecial Ro Duo, a s pecial oc mantic Rendezv ou ca birthday , promoti sion is more tha s n o n or eng tween th agemen a eb t. Beting toge usy lives of this couple, ther with ge their love an intima d one to tte night h o av ut is a sp sion and ecial occ e a aChris ca reason to celebr ate. Ruth n reach their targ ’s understa e t audien nding th ce by is human truth.
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THE STEAKS ARE HIGH
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BUT WE ARE RARE
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SOURCES http://www.ruthschris.com https://en.wikipedia.org/wiki/The_Palm_(restaurant) https://en.wikipedia.org/wiki/Ruth%27s_Chris_Steak_House https://www.flemingssteakhouse.com http://www.thecapitalgrille.com/home https://www.facebook.com/RuthsChrisSteakHouseNational/ https://twitter.com/ruthschris?lang=en https://en.wikipedia.org/wiki/Ruth_Fertel http://mccormickandschmicks.com/ http://www.mortons.com/ http://thepalm.com/
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