Presented By David Madsen Hutch Harper Bill Wright Jamie Keig

1. Presented By David Madsen Hutch Harper Bill Wright Jamie Keig

2. Brick Oven History • In 1956 a small café was converted into a pizza parlor • This was one of Utah Counties first Pizza Parlors • A local contested was conducted and it was named “Heaps of Pizza” • Word spread about the great food among locals and BYU students and the business took off • Due to a growing community and increased popularity the business grew • The small pizza parlor later became Brick Oven Restaurant • Brick Oven continues to serves great pizza and much more • Popular menu items include Pizza, Pasta and Salad Bar, Italian Dishes and of course there famous Root beer

3. Brick Ovens Current Status • Brick Oven is a Provo Landmark and a thriving business • The majority of clientele is made up of Families, BYU Faculty and Alumni • Students account for approximately 20% of Brick Ovens business

4. Research Objectives • What are the basic demographics of Brick Oven guests including sex, age, marital status, and student status? • General dining preferences including favorite sit down and fast food restaurants, atmosphere, and layout? • What do Brick Oven guests desire in their dining experience? • What types of food do Brick Oven guests seek when visiting Brick Oven? • Would a fast casual Brick Oven restaurant be desired and frequented by college students? • What do Brick Oven guests feel about meal pricing at a fast casual restaurant? • What types of people are expected to be seen at Brick Oven?

5. Means of Research • Focus Groups- Focus Groups as well as Glee Zumbrennen’s input were used to develop appropriate survey questions to gather meaning data • Primary research— We conducted surveys of college students at Brigham Young University and over the phone

6. Sample Size • Initially we used a variance of 1.25, Acceptable Error of .2 and a Z-Score of 1.645 • Estimated Sample Size was 85 • In the end the actual Variance of our most important question was 1.56 • Estimating the sample size to be 106 • In the end we survey 150 people and used 119 of those surveys

7. Demographics • Gender • Age • School Status • Marital Status

8. Gender

9. Age

10. School Status

11. Marital Status

12. Dining Behavior • Dining Frequency • Dining Times • Favorite Fast Casual Restaurants • Fast Casual Pricing Preferences

13. Dining Frequency (Per Week)

14. Dining Times

15. Favorite Fast Casual Restaurants

16. Pricing Preferences

17. Frequency of Past Brick Oven Visits in the Last Year

18. Brick Oven Fast Casual Specific Questions • Brick Oven Fast Casual Appeal • Potential Menu Items • Seating Preferences • Design/Atmosphere Preferences • Potential Patronage • Expected Brick Oven Clientele

19. Brick Oven Fast Casual Appeal

20. Potential Menu Items Appeal

21. Seating Preferences

22. Design/Atmosphere Preferences

23. Potential Fast Casual Patronage

24. Statistically Significant Data Fast Casual Appeal Increased Visits Brick Oven

25. Crosstab Count Appeal • # of Expected Visits to Brick Oven Fast Casual - 95% Level • # of Past Visits to Brick Oven - 99% Level • Increased Visits to Brick Oven - 99% Level

26. Increased Visits to Brick Oven • Appeal of Fast Casual Idea – 99% Level • Past Visits were NOT correlated to increased future visits

27. Other Interesting/Significant Data • Married people are more likely to have eaten at Brick Oven in the last 6 months – 90% Level • Potential Menu Items • Females far more likely to prefer Salads and Desserts • Age correlated with Desserts is a significant statistic (The younger the respondent, the more they prefer it)

28. Continued • School Status is associated with Bread preference– 90% Level • Single Students and specialty drink preference are associated – 90% Level

29. Errors and Limitations • Sampling Error- reduced by determining sample size ~106 • Non-response Error- 119 of 150 surveys deemed usable, 31 not correctly completed • Response Error- The 31 surveys containing invalid responses

30. Conclusions • Demographic Data • Dining Preferences • Brick Oven Specific Information • Statistical Signifcance

31. Demographics • A greater percentage of regular Brick Oven guests were married. Data indicated that married students were more likely to dine at Brick Oven • Respondents that more-frequently patronized sit down restaurants ate at Brick Oven more often

32. Dining Preferences • Respondents were aware of fast casual dining, and were patronizing such establishments • A strong possibility exists for Brick Oven to offer a fast casual service • Respondents indicate a willingness to try a new fast casual service at Brick Oven

33. Brick Oven • Pizza was the most appealing menu item, with root beer also being very popular • The expected price of a fast casual meal is five to six dollars • Promotional ideas were well received by respondents

34. Statistical Significance • Those who indicated that a fast casual service would appeal to them also responded that they would visit Brick Oven more often.

35. Recommendations • Brick Oven SHOULD pursue the fast casual opportunity. • A Brick Oven fast casual service should have a sports bar feel • A Brick Oven fast casual service layout should include booth type seating • Promotions and advertising should be used • Pricing per meal should be in the five to six dollar range