Background Andy’s Frozen Custard was founded by John and Carol Kuntz in 1986 in Osage Beach, MO. Franchised in 2004 to 5 different locations; one being Columbia, MO.
Objectives Problem: Is there enough demand to open a new Andy’s Frozen Custard store at the Shoppes at Stadium? Research Objective: Determine if there is a substantial demand for an additional Andy’s location at the Shoppes at Stadium.
Methods Used to Obtain Information Developed a questionnaire Thirteen questions on one page front and back. Broke questionnaire into 5 segments 1. Asked respondents how often they eat frozen custard and where they normally go. 2. Asked if they had heard of Andy’s and if so, how convenient the new location would be. 3. Asked what most important qualities when visiting a location for a frozen treat. 4. Asked participants who had heard of Andy’s what some of the barriers for not choosing Andy’s. 5. Asked about respondent demographics.
Methods Used to Obtain Information (continued) Focused on finding new customers Decided to survey at the Shoppes at Stadium Asked every 4 th passerby One question if they would like to participate in our survey One screener question Quota system: 65% females 35% males
Method Used to Obtain Information (continued) Obstacle: We were asked to stop surveying outside the Shoppes at Stadium. Went to other locations near Shoppes at Stadium including: Hobby Lobby Best Buy Wal-Mart Michaels Radio Shack Trade Home
Description of Obtained Sample Final sample obtained was 122 respondents. Response rate was 75.3% 3 demographics Age Sex Geographic location
Description of Obtained Sample (continued) 68.9% of participants surveyed were females.
Description of Obtained Sample (continued) The largest age group was young adults between 18-24, while the smallest age group was teens under 18.
Description of Sample Obtained (continued) Vast majority of participants lived near the University of Missouri campus with zip codes 65201, 65202,
How often are potential consumers near the mall?
How often are people living near the mall going out for a frozen treat?
Is there a current demand for frozen custard near the mall?
Where are customers going for frozen treats?
Are people living near the mall aware of the Andy’s Frozen Custard brand?
Is Andy’s losing out on sales because their current location is inconvenient?
What features attract consumers to a frozen treat shop? (Quality)
Importance of Price
Importance of Freshness
Importance of Location
Are light users or heavy users more likely to shop at the new location?
How likely are consumers to shop at the proposed location?
Limitations Time Constraints Group Inexperience Useless Information Poor Cooperation
Recommendation Consider opening a new location at the Shoppes at Stadium due to the number of respondents that would be likely to patronize this location. 57.8% of respondents said they would more likely to eat at Andy’s if there was a location at the Shoppes at Stadium. 53.3% of respondents indicated that location is a barrier in selecting where to go for frozen treats.