The Research of Mos Promotion Project—Double sharing meal

1. The Research of Mos Promotion Project—Double sharing meal Group members: 9543040 張閔涵, 9412060 陳思吟,9643029 吳嘉蓉 9543008 鄧詩瑩, 9643020 廖捷如,

2. Introduction • Cook to Order • MOS Burger • “M” stands for mountain--- dignified and noble; • “O” stands for ocean--- wide and vast; • “S” stands for sun--- vibrant and life-giving.

3. Introduction • Basic Meal • Total price: Hamburger price + combo price Source: www.mos.com.tw

4. Introduction • Double Sharing Meal • NT$299 for all food below Source: www.mos.com.tw

5. Introduction • Would the “Double Sharing Meal” increase sales? • Research Concept: • 4P: Product , Price, Place, Promotion • STP: Segmentation, Targeting, Positioning • Consumer Behavior

6. Literature Review 《為何速食店老推套餐?》作者馬渡晃（Mawatari Akira） 速食店為何老推套餐？答案是「因為以套餐方式銷售，可以降低變動 成本」。為什麼呢？把飲料、薯條和漢堡相比，前者的成本相對較 低。因此，若要達到相同金額的營收，只要控管薯條及飲料支出的變 動成本，比漢堡來得更低，邊際利益自然增加許多，便可輕鬆的達成 目標。 We got inspiration from

7. Translation<Why combo is always a good idea for fast food store?> Hamburger is the main product of fast food restaurant, but its cost is much higher than the fries and drinks. It’s difficult to make profit by primarily selling hamburgers. Therefore, the fast food restaurant brings in money by increasing the price of fries and drinks. Selling combo can stimulate sale numbers and promote the affiliated products because combo effectively lowers the variable cost. That’s the reason why combo is always a good idea for fast food store.

8. Hypothesis H1: Customers will choose the combo set for two people due to its food variety in spite of the higher price. H2: Customers will choose the combo set for two people because they can eat more food with less money.

9. H3: Customers will choose the combo set for two people because the advertisement is attractive. H4: The double sharing meal will better attract specific group of people who eat with friends. H5: People who have higher allowance for food will order the double-sharing meal.

10. Methodology First, we focus the correspondents on the campus of NCTU. Our target customer will be the students, the faculty of school, and some visitors in the campus. Second, we apply the method both in person questionnaires and online surveys to interview people’s opinion on the Moss Burger’s promotion projects. We give out the questionnaires in front of that store during lunch time and we collect about 50 samples from the customers. The main questions will be focused on the three different type meals with different discounts. In person questionnaires are designed in both close and open questions. Besides, there are online questionnaires is be post on the NCTU BBS board to collect opinions. After collecting all the data, we analyze the result to testify our hypothesis.

11. The Questionnaire Sample The questionnaire of Moss Burger Promotion Project This questionnaire is only for academic use, be free to answer these questions which we promise to keep them confidential. -Gender □male □ female Personal status : □ undergraduate □ graduate □ in-service program students □ others Average spending on diet per month □NT $0~3000 □NT $3000~6000 □NT $6000~9000 □ more than NT 9000 Do you often have meals with? □ alone □ 1 friend □ more than 2 friends The frequency of visiting Moss Burger in NCTU □ more than 3 times a week □ once or twice a week □ once a month □ two months or more for once Have you ever ordered the new 雙人分享餐 □yes(go to question7) □ no ( go to question 8)d Why do you want to order this 套餐? □ the meal is worthy of the price □ the kinds of food is various □ the ads is appealing □ friends recommendation

12. Survey results(Unit: people) The average diet spending/per month • 7 people forNT$0~3000 • 32 for NT $3000~6000 • 10 for NT $6000~9000 • 1 for above NT $9000

13. The habit of dining • 34 people often have meals “alone” • 8 people usually eat “with one friend” • 8 people are usually accompanied by “more than 2 friends”

14. Experience of ordering the new “double-sharing meal” • 15 answer “no” • 35 answer “yes”

15. The reasons why unwilling to order the combo • 11 people for “the meal is not worthy of the price” • 7 for “the contents are too much to eat” • 5 for “dislike specific food in that combo” • 16 for “there is no recommendation from friends” • 2 for “never heard of this combo” • 2 for “other” — the food is not delicious and he/she does not know about this new promotion activity as other reasons

16. Types of companion interviewees may dine with if order the double-sharing meal • 0 choose for “family” • 23 for “friends” • 18 for “boy/girl friend” • 2 for “co-worker” • 7 for “none of above”

17. Satisfaction of the promotion • 12 are “satisfied” • 31 are “not satisfied” • 7 does not show preference

18. Advices interviewees provide for the double-sharing meal • 10 vote for ”the price could be lower” • 26 vote for “the increase of the quantity of food” • 11 vote for “free choice of side treats” • 2 vote for “wanting coupons or presents” • 1 votes for “other suggestion” — improve the advertisement of the promotion

19. Conclusion • Food variety and attractive advertisements are indeed the main factors which motivate people to order the double-sharing meal. • However, in NCTU, most people have meal alone; therefore, people seldom order the meal since the combo set is mainly for two people. → too much to eat for one person!

20. Nevertheless, if go to MOS Burger with friends, customers’ motivation to order the meal will enhance. • People have more money on food allowance will order the meal. →not really! Reasons: Food quantity is too little, and they cannot choose the side treats they actually want.

21. Customers are not satisfied with the meal, thus cannot effectively increase the total sales of MOS Burger. Reasons: →the value of the meal does not worth that price, and the fixed dishes of it does not catch the really wants of customers. • The meal is not a good promotion in NCTU. Reason: → the single dining habit of interviewees reduce the motive.

22. Enhance the motivation of customers • Lowers the price of the double-sharing meal. • Increase the quantity and choices of food. • Then, there will be more people willing to order the combo. • Subsequently improves the possibility of sales increase.