First Impressions Restaurant Study 2008 Conducted by Ann Michaels & Associates, Ltd.

Ann Michaels & Associates, Ltd. Ann Michaels & Associates Ann Michaels & Associates partners with companies to evaluate and analyze customer touch points that are vital to exceptional service levels, customer retention, and customer loyalty. Using a multi channel model and an evaluator base of over 120,000, Ann Michaels & Associates has assisted companies in pinpointing areas of strength and weakness, allowing for operational change and growth, improved service standards, and increased brand positioning.

Ann Michaels & Associates, Ltd. Study Methodologies Ann Michaels hired mystery shoppers to conduct pre visit phone calls to casual and fast casual restaurants in four major markets in the US. These markets include Atlanta, Los Angeles, Chicago and New York. Shoppers called the restaurants using two scenarios: 1. 1.Calling for directions 2. 2.Calling for dietary menu concerns

Ann Michaels & Associates, Ltd Restaurant Study How important are first impressions? You never get a second chance to make a first impression

Ann Michaels & Associates, Ltd. Overall Findings Statistics across all markets

Ann Michaels & Associates, Ltd. Which factors affected your impression of this restaurant/likelihood you would visit? All Markets

Ann Michaels & Associates, Ltd. Was the telephone answered in three rings? All Markets

Ann Michaels & Associates, Ltd. Did the employee answer the telephone by identifying both the restaurant and his/her name? All Markets

Ann Michaels & Associates, Ltd. If the employee placed you on hold, how long did you wait until the employee returned to the conversation All Markets- Answer in Seconds

Ann Michaels & Associates, Ltd. When providing directions, did the employee: All Markets

Ann Michaels & Associates, Ltd. Based on your knowledge of the area, how accurate were the directions provided? All Markets

Ann Michaels & Associates, Ltd. Was the employee knowledgeable about the menu? All Markets

Ann Michaels & Associates, Ltd. Was the employee able to answer your dietary/menu question without asking other staff and/or placing you on hold? All Markets

Ann Michaels & Associates, Ltd. Based on this telephone call only, please indicate your impression of this restaurant All Markets

Ann Michaels & Associates, Ltd. Generic Market Analysis New York scored highest in all categories– overall score 89%New York scored highest in all categories– overall score 89% Chicago scored highest in the Greeting category - 94%Chicago scored highest in the Greeting category - 94% New York scored highest in the Knowledge and Professionalism category – 90%New York scored highest in the Knowledge and Professionalism category – 90% Chicago scored best in the overall impressions category- 91%Chicago scored best in the overall impressions category- 91%