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Slide 1 - Marriott School

VIEWS: 2 PAGES: 28

									  SNOWBIRD DINING
     FACILITIES
A MARKET RESEARCH PROJECT CONDUCTED BY

            Jeremy Killpack
              Cris Garthe
              Matt Barlow
                  Objectives
• What are the basic demographics of snowbird
  destination guests including sex, age, and household
  income?

• What do Snowbird destination guests desire in their
  dining experience?

• What types of food do Snowbird destination guests seek
  when visiting Snowbird?

• What do Snowbird destination guests feel about current
  meal pricing at Snowbird?
Demographics
    Gender

Female
 28%
         Male
         72%
                                         Age
 over 65        4%



 50 - 65                    13%



 35 - 50                                                    59%



 25 - 35                          16%



 18 - 25         5%



under 18        3%


           0%         10%          20%   30%   40%   50%   60%    70%
                                                Income
   above $100,000                                                        59%



$80,000 - $100,000                        13%



 $60,000 - $80,000                  8%



 $40,000 - $60,000                        12%



 $20,000 - $40,000        1%



    under $20,000              5%


                     0%             10%         20%   30%   40%   50%   60%    70%
Is there an association between
    gourmet eating habits and
   demographical segments?
Eating Habits
 When Respondents Last Dined at
          Snowbird
                             When did you last eat at Snowbird?


                 N/A               9%




        > 2 years ago        2%




        1-2 years ago             7%




     6-12 months ago              8%




      2-6 months ago                    12%




less than 1 month ago                                                   58%



                        0%        10%         20%   30%   40%     50%   60%   70%
  Frequency of Meals Eaten Out by
         Snowbird Guests
                     Frequency of meals eaten out by Snowbird guests




                                                                       73.0%
  Dinner




                                                                                85.8%
   Lunch




                                               45.1%
Breakfast




            0   10   20       30      40       50      60       70      80     90
                                           %
   Where Guests Eat While Visiting
            Snowbird
                    Other              10%


                Park City         4%


                Salt Lake                          22%


            Room Service           7%


               Fast Food                 15%


Snowbird Dining Facilities                                                               86%


           Cook your own                            24%


                             0%    10%       20%     30%   40%   50%   60%   70%   80%   90%   100%
Guest Awareness of Snowbird Dining
            Facilities
                           Guest Awareness of Snowbird Dining Facilities


   Room Service                                   34%

 Superior Snacks                         25%

       Grits Deli                                        39%

        Keyhole                                                             54%

        Mid-Gad                                                                    59%

         Forklift                                                                                   73%

       Steak Pit                                                                              68%

      Wildflower                                          41%

    Lodge Bistro                                    36%

          Atrium                                                      50%

     Aerie Sushi                                                      49%

    Aerie Lounge                                               44%

           Aerie                                                                        62%

                    0%   10%      20%      30%          40%          50%          60%         70%         80%
      Advertising Effectiveness
        In ro o m TV channels       6.7%
               B ird M agazine          11.1%
  Walking aro und/experience                14.8%
       Emplo yee Suggestio n                 16.3%
    Guest services Directo ry                        25.9%
Other, o n-premise advertising                        28.1%
      Friends/wo rd-o f-mo uth                               34.1%
                             0.0%   10.0%    20.0%   30.0%    40.0%
Eating Preferences
Vacation Food Preferences
                                       Vacation Food Preferences

                           meat             4.6%
                       mexican                     6.5%
            fine dining/gourmet                           9.3%
               Japanese/Sushi                                10.2%
                   fish/seafood                                   12.0%
                        burgers                                   12.0%
              italian/pasta/pizza                                         14.8%
                         variety                                                  17.6%
healthy (veggies, salads, fruits)                                                            23.1%
                           steak                                                             23.1%

                                0.0%       5.0%           10.0%       15.0%          20.0%     25.0%
Breakdown of Guests Meat Preferences
          Breakdown of Guests Meat Preferences
                          chicken
                            2% wild game
                   grilled
             any    2%            2%     veal
             8%                          2%



       burgers                              steak
        22%                                 41%

                      fish/seafood
                          21%
     Restaurant Mean Scores
                               Mean Restaurant Rating



 Room Service                                               4.0

Superior Snacks                                       3.7


      Grits Deli                                                  4.4

       Keyhole                                                    4.3

       Mid-Gad                                  3.5

        Forklift                                                                    5.1

      Steak Pit                                                                     5.0

     Wildflower                                                     4.5

   Lodge Bistro                                                                           5.2

        Atrium                                              4.0

    Aerie Sushi                                                                      5.2


  Aerie Lounge                                                            4.6

          Aerie                                                                             5.4


                   0   1   2             3              4                       5                 6   7
            Restaurant Mean Ratings vs
              Restaurant Preferences
                         Comparison of Mean Ratings and Restaurant Preferences

30.00




25.00




20.00




15.00




10.00




 5.00




 0.00
        Aerie    Aerie   Aerie Sushi   Atrium   Lodge Bistro Wildflower   Steak Pit   Forklift   Mid-Gad   Keyhole   Grits Deli   Superior   Room
                Lounge                                                                                                            Snacks     Service


                                                   % Favorite             Mean          % Least Favorite
Is Price an Issue?
What Would Entice Guests to Dine Out

                  more fish/seafood
                                           2.9%

                                           2.9%
                          good pizza

                                           2.9%
   asian/oriental restaurant/chinese


  dinner entertainment such as live         3.7%
                music

                                                   6.6%
                         Italian place


         more healthy food                          7.4%
 (produce/vegetables, fruits, salads)

                                                                  12.5%
                             satisfied

                                                                          15.4%
                     alcohol variety

                                                                              17.6%
     add more selection and variety

                                                                                                      30.9%
       better value (price vs quality)



                                    0.0%    5.0%          10.0%     15.0%         20.0%   25.0%   30.0%       35.0%
                          Conclusions
•   The higher a guest’s annual household income, the higher they generally rate
    themselves on the gourmet eater scale.

•   The majority of Snowbird’s destination guests prefer gourmet dining.

•   The Forklift, the Steak Pit, the Lodge Bistro, and the Aerie restaurants are the
    more popular dining facilities at snowbird.

•   Mid-Gad and Superior snacks are not up to the Snowbird standard, and Mid-
    Gad is the least preferred facility at Snowbird

•   Keyhole Junction is preferred by many guests, but a number of others think it is
    sub-par.

•   Guests prefer both steaks and healthy foods while also looking for a variety.

•   Snowbird guests want more value out of Snowbird dining facilities. The majority
    of guests are willing to pay higher prices as long as the quality of food is
    congruent with those prices.
          Recommendations
• Snowbird should increase the number of gourmet
  dining facilities at the resort.
• Snowbird should increase the number of gourmet
  entrees on the menus throughout the resort.
• Snowbird should discover and fix the problems with
  the Mid-Gad and Superior Snacks.
• Snowbird should examine their distribution of steak
  and healthy foods in dining facilities and add these
  types of items to as many menus as possible.
• Snowbird should add more variety and selection to
  their menus
• Increase the quality of the food served at the resort

								
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