Primary Research Report

Philly's Best

NoseBleeds
Zak Beas
Matthew Hanrahan
Edwin Lee
Jaiye Madourie
Andrew Mclean
Stephen Meinke
Lucas Peterson

Nosebleeds 1

QUANTITATIVE RESEARCH STUDY

Executive Summary
Background: This report summarizes the focus group findings conducted by the
group Nosebleeds. The focus group was conducted on behalf of Phillys Best with the
goal of creating a new advertising campaign to attract more costumers in their
target audience, as well as gain an accurate perception of Phillys Best through the
eyes of their target audience. The current target audience are males and females
between the ages 21-36. Phillys Best is interested in attracting new costumers, but
before starting a public relations or advertising campaign, Phillys Best will first
need to understand how to better reach their target audience through social media.
Also find the most plausible way to get new costumers to gain interest through
social media.
Method: To begin the data analysis process 8 individual (six males, two females)
met at a neutral location and agreed to participate in a focus group held by The
Nosebleeds. During the focus group all 8 individuals were asked the same questions
in an open response forum in order to gain information on how the target audience
used the internet, what social media sites they used, the purpose for which they
used social media, and what would be the best way to connect with the target
audience in southern California through social media. Based on the finding of the
focus group The Nosebleed then put together a survey to analyze the specific
interest, social media use, and the preference of restaurant based incentives
amongst a greater number of the target audience.
Results: Qualitative data analysis of the survey revealed the four main social media
sites that were used by those in the focus group as well as the way they utilized each
social media site. The survey also revealed what is the best way to reach they target
audience, also whether guest would be open to participating in reward based
activities through social media, or in person.

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Methodology
Background: This study is commissioned Phillys Best to help create a new
campaign to attract more customers by studying their target audience in order to
help them understand the public perception of their restaurant. Phillys Best is
interested in attracting local residents, but before they start a public relations or
advertising campaign, they first need to better understand how to reach their social
media audience. Phillys Best currently has a target audience that eats at the
restaurant, males ages 21-36, so they are looking to further their social media
presence.
Management Objectives:
1. Grow Facebook fan base to 20,000 by December 2014.
2. Grow presence on social media platforms including Instagram, Twitter,
Vine, etc. You tell us which platform, or combination of platforms make the
most sense for the brand to utilize.
3. Take Phillys Best to the next level in terms of social media presence and
consumer perception, especially compared to competing restaurants in the
quick service space, such as Jersey Mikes.
Research objectives/questions:
To understand and communicate social media culture behaviors of males
ages 21-36.
To learn which social media platform has the most interactive celebrity fan
base among males 21-36.
Do social media competitions work among males 21-36.
Overview: We conducted a qualitative research study with goals to understand
social media culture trends and behaviors of males/females ages 21-36 in relations
to restaurants.

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Participants/Subjects/Respondents: Each group member was required to recruit

two focus group participants. Each will be screened to insure that
(1) They have eaten 1 out of the three restaurants; Togos, Phillys Best, Jersey
Mikes.
(2) They are from the ages of 21-36.
(3) They are currently using 2/3 online social media tools (facebook, twitter,
instagram, etc).
The focus group had 8 participants for the study.
Procedures: Participant recruitment was done through college campus recruitment
and email invitation. The focus group was held in the living room of a group
partners home around 5pm before dinner. The focus group was audio recorded
and each participant was given a $10 gift card to Phillys Best.
Materials: We used 3 different pictures of sandwiches from Phillys Best and asked
which one you would like or repost on your social media platform.

Instagram:

Twitter:

Phillys Best website:

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Results & Conclusions

Summary of Responses by Focus Group
Descriptive Information:
The Focus group contained 8 participants; 6 males 2 females. Of the males 3 were
Asian (M3, M5, M6), 2 Hispanic (M1 & M4), and 1 African America (M2); all were
over 21 years old. Both Females were Asian (F1, F2) and over 21 years old. M1, M2,
M4 were all athletic/fit while M3 was slender and M5, M6 were a little overweight.
All were still in college.
Social Media sites:
According to those who participated in the focus group, all 8 participants
were active members of Facebook. 6 of the 8 participants were active
members of Instagram, 3 of the 8 participants were active members of
Twitter, while none of the participants were Vine users.
Facebook Use:
The reason of use from Facebook varied depending on the individual.
Reasons for Facebook use included, to keep in contact with friends, because
theyre accustom to it after being a member for so long, to receive funding,
and for work. M3 said he uses facebook the most because, its most
integrated in my social life already since I had it for the past seven years.
Instagram Use:
Reasons for Instagram use included, to connect with girls, to be kept updated
with musicians and concerts, to follow meal prep sites, to keep up with
sports teams and to see what goes on in celebrities everyday lives. When
asked about why M1 likes to use Instagram the most he said ,I guess in
Instagram you can integrate twitter and facebook all in one click so I use
Instagram. I post a picture for work ill just connect it with facebook and
twitter. So I press send and it goes to all three platforms.
Twitter use:
Twitter was also used to keep up with entertainers and celebrities as well as
sports teams. M2 said, I use Twitter a lot, I mean I don't use Twitter but I
follow more entertainers on it because it's easier because they post more
stuff on it because every entertainer has it just to keep fans updated but on
Facebook I feel that a lot of entertainers have someone else run that site so
its just useless. While M1 agreed with this saying its easiest place to see
celebrities troll other people.
Social Media advertising:

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When asked about current advertising on social media and if they

participated in it, nearly all of the focus participants portrayed negative
experiences or were not in favor of it. Some opinions expressed were that
they understand why businesses were advertising through social media but
were not in favor of it, that they see advertising but more almost always
scroll past them. One member of the focus group expressed his dislike for
social media advertising for the reason that advertising agencies were buying
your internet interest in order to make specific advertisements appear on
your social media page. He explained that it seemed like a invasion of
privacy. One participant did express that he would like to see more realistic
food portrayal in advertising.

Conclusion:
The information attained during the focus group shows that Phillys Best target
audience are active on social media. Site such as Facebook, Instagram, and Twitter
are all forums of receiving information, being up to date with society, and
connecting with friends. Though many of the responses in our focus group where
negative in regards to social media advertising, the advertising are still being seen. A
type of social media advertising that could return positive responses is more
realistic foods in ads.

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Appendix A:
MEASUREMENT INSTRUMENT
Script
We want to let you all know we are very interested in what you have to say
and there are no wrong answers. All of our questions are to find out what your
opinions are.
Now before we start, the focus group will be audio recorded so be sure to
speak a little louder and one at a time.
The first thing I would like to do is to pass out these consent forms and have
you carefully read what you will be required to do today. Once you have read the
consent form, please sign one copy of the form for yourself and then sign the second
copy of the form and pass it back to me. If you have any questions, please dont
hesitate to ask.
Introduction:
Hi everyone thanks for coming my name is _____ lets have everyone introduce
themselves, their age and say one thing they like to do. (Start at one end of the
room, end at the other)
Social Media
-By show of hands I am going to read out a social media platform and you tell me if
you use it. (Read Facebook, Twitter, Instagram, Vine and repeat the number of
people out loud after each one)
Which ones do you use the most during the day and why?
-What kind of people do you follow on these social media platform?
(Artist, actors, athletes, musicians, comedians? Count which one has the most)
(If they mention food restaurants ask which ones and why?
(If no food places are mentioned bring up if any follow food restaurants
or blogs)
-Im sure we all follow friends that constantly post pictures of food, does that change
your perception of where they dinned?
Has seeing said pictures ever inclined you to eat at the place where they
posted the picture.
-Has anyone ever heard of food porn (hashtag food porn)?
(What are your opinions on that? Who posts foodporn? Friends and
family, celebrities?)

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-What are some of the deciding factors that leads you to dine at a place youve never
tried before? (Be specific?)
- In your opinion what social media site do you believe is best for advertising?
Tumblr, Facebook, Twitter, Instagram?
- Whats your honest opinion on social media advertising? Are you in favor of it?
Against it? Or does it depend on how the advertisement is put together? Be specific.
-Show them pictures from the Phillys Best Website, Instagram, and Twitter asking
which one do they like best and why?
(Do they like professional vs. personal? Is it because you see what you
get? Does it look more or less appealing through social media?)
-Have you ever seen a celebrity post his or her favorite new restaurant/fast food
and went to try the food yourself?
(If so who posted? What was the restaurant? What social media
platform?)
(If not, why didnt you go try? Too far? Too expensive? Too much effort?)
-If you saw your favorite celebrity you follow post a picture of their lunch would you
be inclined to: Look up or follow the restaurant via (social media platform)
Why or why not?
Social Media Competitions
-As a young consumer, have you ever participated in a social media competition
before?
[If Yes] Which competition was it? And why did it stick out to you?
[If No] Why didnt this competition interest you?
- If a restaurant were offering free meals in return for reposts, reblogs or civilian
advertising would you participate?
- Has a restaurant that you previously havent heard of ever caught your eye through
social media? (What restaurant? How did they advertise? What initially caught
your eye?
What is the biggest incentive to get you to participate in these social media
competitions?
Examples: Free food? Money? Concert tickets? Backstage passes? Celebrity meet
& greets?
- Do social media competitions need to be engaging with the consumer or quick and
to the point?
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[Answer: Engaging] What sort of content engages you?

[Answer: Quick & to the point] Whats the quickest way to grab your
attention?
What have been some social media competitions in the past that have caught
your attention?
-Personally, what social media do you use most often?
Why?

Suggestions
Do you think there is anything Phillys Best could do to interest more people in
coming to the mountains? What could they do?
Is there anything they could do to improve Phillys Best?
If they wanted to let people know about what Phillys Best has to offer, what should
they do? How could they let you know? Are there places they should leave
information? Key people they should tell?
Why do you think more people dont go to Phillys Best? (Prompts - Are they just not
interested? Dont know about it? Dont like something about the Phillys Best?
If you worked for Phillys Best and you wanted to interest more (potential) new
customers coming in what would you do?

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Appendix B:
Transcript
Moderator: My name is Lucas and I'm going to be your moderator today I just want
to say that I appreciate you all coming here today giving us your efforts in time.
Whatever you guys say there's going to be no wrong answer just let you know I will
be audio recording this whole focus group so we will have the exact words of what
you say we don't have consent forms but all in favor in participating say Aye
Group: Aye
Moderator So then with that my name is Lucas as I told you that but I would like you
all to introduce yourself starting from my left.

M1: Bryant
M2: Trent
M3: Jake
F1: Julie
M4: Paul
M5: CJ
F2: Stephanie
M6: David

Moderator: Okay so for my first question by show of hands Im going to read out
some social media platforms and you are going to tell me if you use it okay.

Facebook: 8
Twitter: 3
Instagram: 6
Vine: 0

Moderator: Which one of these do you guys use most during the day and why?
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M1: I use Instagram and Facebook for work

Moderator: Okay, what kind of work are you in?

M1: I work at a nightclub and have to keep people updated on events.

M2: I would say Instagram because it's easy and its already on your phone so easy
to look at it when you have nothing else to do.

M3: Facebook because its most integrated in my social life already since I had it for
the past seven years.

M4: I use facebook to keep up with people outside of states since I move around a
lot

F1: I recently deactivated facebook but activated it again because Im doing funding
so I can go out and travel.

Moderator: So on the social media platforms who do you guys follow? I mean I know
you got friends but are there other artists who do you guys follow give me a list of 2
or 3 people?

M5: On Instagram I follow people that work out for inspiration or sports fans pages.

Moderator: What do you mean fan page like sports teams or?
M5: Ya sports pages.
M1: Hot girls, very pretty girls models to keep up to date.

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M2: Musicians to keep up with shows and concerts in.

Moderator: What kind of music are you following?

M2: Hip-Hop R&B that's basically it.

Moderator: Of which social media platform do you follow more people/celebrities

on?

M1: Twitter more because it's more real time like you know musicians and artists
post so much on Twitter that it's easier to check what they're doing and see who the
trolling and talking about.

M2: I use Twitter a lot, I mean I don't use Twitter but I follow more entertainers on
it because it's easier because they post more stuff on it because every entertainer
has it just to keep fans updated but on Facebook I feel that a lot of entertainers have
someone else run that site so its just useless.

Moderator: So are you guys agree that Facebook is more for friends socially but if
you want to know more about people that you like you use a things like Twitter and
Instagram?

Group: yeah its more personal.

Moderator: Do you guys ever follow food restaurants at all? Ever see your favorite
restaurant food, burger, sandwich, fries on social media?

M1: On Facebook if you like something you see its because it's integrated to your
Facebook.

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F1: Not just that but also but I work in a lot of restaurant industry and when you put
in where you work it automatically follows for facebook.

Moderator: So 6 of you use Instagram do you follow any restaurants?

Follow any food blogs on that? You look at pretty ladies but you don't look at any
food?

M6: I do actually, Im following food blog my friend runs so I follow that.

Moderator: So is it homemade food or restaurant food?
M6: Little bit of both.
M1: I guess healthy eating advice for working out, meal preps.

M3: Like all the physique competitors I follow fake post meal preps and stuff like
that.

Moderator: I'm sure youve all had friends that posted a picture of their food with
hashtags food porn or something like that. Maybe something like Umami burger,
and you think ohh what is that? Have you ever thought about trying that?

M5: Sometimes. When I see them do that I think maybe I can make that at home.

Moderator: What are your opinions on people that post pictures?

F1: Hipsters.

M3: Put down the camera and start eating.

M2: It's weird why don't you just eat it.

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M5: Actually I've seen some people do it just did it 20 minutes ago when some
people do it, to use it as that was what they were eating because they have a shortterm memory and forget what they were eating today. I do it to show people what
I'm eating. So many new places to try.

Moderator: What are the deciding factors that lead you to dine in a place that you've
never been there?

M1: Yelp.

M3: Reviews.

F2: Word of mouth.

Moderator: Do you mean it has to be that way or when people take pictures is that
sort of the word of mouth? Tagging a location showing the food

F2: I fink more like when someone says I try this place recently it's pretty good.
When someone tells me that, more than pictures.

M4: I like to visuals if I see something good.

Moderator: What do you mean good?

M4: Well I mean if its something I like. I like bacon burgers if for some reason
Umami burger had a bacon burger and I have never been there but I would go try it
out.

Moderator: Would anyone deny that? If you saw a good picture of food that you
liked would you go check it?

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M1: Yeah I dont see why not.

Moderator: any other deciding factors on how you choose new food?

F1: Im always up for an adventure. If Im driving around and I see a place that looks
interesting ill go and try it. Its curiosity, you have to try it you cant judge.

M3: You have to look at their menu, if its not extensive then, like lots of places are
known for one thing but if its that then they arent extensive its kind of useless. Like
a lot of places have good drinks but not enough good food.

Moderator: So with these menus do you check them in person or online?

M3: I usually go online unless Im walking around.

Moderator: So walking around, does that mean you only want to eat at places fairly
close to you? Like 5 miles?

M3: Well if Im hungry in an area ill walk around that area to see, I mean Im not
going to drive all they way back to somewhere I know to get some food.
Moderator: Whats the farthest youve traveled to try new food?

M1: Like high?

Moderator: For anything specifically to get food not just traveling.

M4: 45 min

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Moderator: Is that new food or a craving for what you already had?

M4: Both

Moderator: In your opinion what social media site do you believe is the best for
advertising? (tumblr, twitter, facebook, Instagram)

M1: I guess in Instagram you can integrate twitter and facebook all in one click so I
use Instagram. I post a picture for work ill just connect it with facebook and twitter.
So I press send and it goes to all three platforms.

M3: I think thats because its the newest so its retrofitted for them.

M2: I have to saw twitter because its personal and you can update then and there so
its easier.

M4: For me it depends on the message because on twitter if its a long message I just
skip it but for long messages it on facebook but twitter is good for smaller messages.

Moderator: What is your honest opinion on social media advertising? In favor of it,
against it or does it depend on how the advertising is put together?

M3: Overall the rate that you see the advertisements go up they start to specialize to
your likes and needs and I dont like that because its selling personal information,
your hobbies and interest to advertising agency which I dont like but on a business
aspect I see why you want it. I mean even if its annoying pop up but it might be
something you need.

Moderator: so you saying annoying but essential?

M3: yeah but Im in the middle on this

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M4: you could say Im in favor of advertising instagram universal like combining
facebook twitter. It gets the word out.

Moderator: Anyone else have hones opinions?

M2:I mean it all depends, I dont like it all the time but you gotta get your product
out there so I understand.

Moderator: So on all these social media platforms which ones have you clicked on to
go to that page to click on instead of disregard it.

M5: For me its always suggested posts, its kind of a lot of small businesses or
something funny, like my last name is win so there was an advertisement for shirts
that said Im a Winner. But its stuff like that and I scrolled past it.

M3: I ignore all advertisement.

M1: On facebook there is a lot of advertisement for apps for food and random things
to do.

Moderator: Is that on your mobile phone or just online?

M1: Its on the browser so you but I dont download phones. They also have games
and like movies, one time I wanted to watch a movie and there was a download for
showtime app to see movies times. Its like they were reading my mind.

Moderator: Im going to show you three pictures and I want you to take a mental
note and after I have shown all three tell me which on you like best and why.

Walks around showing all the pictures.

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Moderator: Now they are all different sandwiches but which one appeals to you the
most first, second or third?

Group: All agree on the second one.

Moderator: what is it about the second one thats so appealing compared to the
others?

M3: the first one was off kinda looked grey, second one had orange tones and was
warm and brings out the tastiness.

F1: The composition was great compared to the others the sandwich was positioned
right unlike the first and last one.

M4: First one didnt show as many details as the second one.

Moderator: so you like more detail and clear even with the filter as long as its done
right?
M3: Third one looked bland.

Do you prefer seeing pictures done professionally or hands on by a person, so it

looks like something youre going to eat or something on an advertisement?

M6: Something your going to eat because I mean if its professionally done like
McDonalds its bullshit.

F1: But it kind of makes you wanna eat it because its so perfect so, like McDonalds
and burger king commercials make it look so fluffy and so good.

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M3: Yeah because if you put what they actually looked like people wouldnt be
inclined to go there, like seeing a deflated burger.

Moderator: Have you ever seen your favorite celebrity post his or her favorite
restaurant or fast food and actually tried it yourself.
M4: Yes, I actually watch food network so if im in the area I think ill go check what
all the hub bub is about. Like a few years ago I was in Reno and diners drivers and
dives did a show there so I thought why not try that I guess. Food places too ive seen
places in texas on Instagram and saw they sell a 3 lb. cinnamon roll so I thought why
not diabetes here I come.

Moderator: Quick question do you travel a lot or keep within 30 miles of your
house? Each person please answer this. In the range of where you live.

M3: I try to travel outside and find new things Outside my comfort zone.

M4: Same here.

M2: I just stay in my location.

F2: within 20-30 miles

M5: Id say its easy access so 30-40 mile range of where we live at?

Moderator: Just to follow up the celebrity question of if they really liked an posted it,
would you be inclined to try it? If so why not?

F1: When I think of celebrity I think of high class, so I can afford it like the difference
in price range. It all depends on if its a cute caf here but if its a dinner entre
course I cant.

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Moderator: So if its more in your price range youll be inclined to check it out.

F1: It could be if I like the food, so yeah

M3: If they are eating stuff I like, but if they are eating stuff like caviar then thats
rich people food, but if they go out for boba and they say its the best. I am originally
from the hub where that started so I would go there to check out if they know their
shit.

Moderator: Ok so disregard high-level price range, if you saw a celebrity post

something that was down to earth and they said this is pretty good, you would be
more inclined to try that?

Group: Yeah

Moderator: As a young consumer has you ever participated in a social media

competition?

M3: No
F1: No
M2: No

M4: When I hear that what I think is if you share this post or like this picture we will
enter to put you into a drawing?

M3/F1: oh yeah yeah

Moderator: Yeah thats a social media competition.

M4: Even if my chances are infinitesimal I have nothing to lose.

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Moderator: So you guys have all participated in that?

Group nods and says yeah

Moderator: Have you guys ever participated in a larger one? Like voting on a
favorite song, clothing, politics. So anything that involves using a social media
platform to cast your vote to help?

Group: Yeah.

Moderator: On a regular basis or whenever it picks your fancy?

M3: Only when its something we care about.

Moderator: Does the seasons, Christmas, summer spring have anything to do with
your participation? (wasnt clear)

M3: No last time I did one was for a K-Pop competition.

M4: for me the current one is the lays chips, choose your own flavor. That ones
pretty interesting, I did it because it was out of the norm, you rarely see Siracha
flavored chips or chicken and waffle chips.

M1: That was mine bro I got mad likes for the Siracha.

M4: It has to be out of the norm or interesting to get me to participate. The other one
that had me interested was the Arnold Schwarzenegger where you get to spend a
day with him and crush things with a tank.

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M1: Thats badass

M4: I mean you did have to donate money to get an entry in.

Moderator: By show of hands who has heard of the Doritos commercial

competition?

Group: no one raised their hands

Moderator: Would you be more inclined to enter a social media competition if you
could meet or hang out with a celebrity you liked? A greater reward instead of
having a gift card? All it takes is one click.

Group: all say yes

Moderator: If a restaurant was offering free food for like, shares, reblogs, posts or
civilian advertising would you participate?

Group: Yes.

Moderator: So everyone likes free food?

Group: Yes

Moderator: Has a restaurant that you never heard of caught your eye in social
media?

M4: There was this caf called Gamehouse where you could drink coffee and play
online games. I saw my friend post about it on facebook so I thought why not go
there and give it a shot.

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M1: I heard about this cafe in Westminster where there are girls in bikins that serve
you coffee. Isnt that crazy?

M5: They still do that.

M1: They are all asain girl just coffee and they try to make you buy more coffee.

M3: Are you sure thats not a strip club?

Moderator: So beautiful woman and food go together making you more inclined?

M3: I think its just beautiful people .

M5: Like the Carls Jr. commercial.

Moderator: What is the biggest incentive to get you to participate in a social media
competition? You can answer anyway you want.

M1: A meet and greet, if it doesnt take money and click this or post a picture of that
to meet my favorite artist.

M3: Gear for your favorite hobbies like starcraft shirt or cd albums from my favorite
artist.

Moderator: CD or giftcard to Itunes

M3: CD autographed merchandise.

Moderator: Concert tickets?

Nosebleeds 23

M3: Hell yeah!

Moderator: do social media competitions needs to be engaging to consumer or quick

to the point?

M1: Quick to the point.

M3: I think it should be engaging because if you can get the consumer to be engaged
theyll click on it instead of being quick they might glance over it.

M1: My train of thought is 5 seconds, so when I swipe it needs to be right there all at
once.

Moderator: What content engages you guys?

M3: Whose the hottest in three pictures?

F1: When you can see the reward, your like ok this is what ill get.

M3: Yeah but when I see reward all I think is scam.

F1: yeah but yeah

Moderator: Whats the quickest thing that grabs your attention? Like picture or?

M5: When something is bold like on facebook page.

M1: When something has a shitload of likes on like a picture then ill read it.

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Moderator: What is a shitload of likes for you?

M1: A K, 1000.

M3: If 50 of my friends like it then ill check it.

F1: I dont know I dont care about likes.

Moderator: is there anything that would encourage you to come to restaurants

more?

M3: Restaurant festivals like dine LA where they lower the prices for one meal a set
course. Or restaurant competitions where they say come to all our restaurants, you
get a discount if you join and rank them.
M4: I agree with him.

F1: Lately Ive been getting into the point system like stamp cards.

M3: Also scan cards.

Moderator: Can you explain that?

F1: You get a free meal after a certain amount of times.

M4: Some of the bigger companies have spot on that connects you to more.

Moderator: Do you have to be a member and sign in with them or just have the card
itself.
Nosebleeds 25

M3: Some people just have your number instead.

Moderator: how do you feel about signing up for something?

M3: Im less inclined to sign up for things like here some paperwork sign up for our
club

Moderator: So more reward less information.

Nosebleeds 26

QUALITATIVE RESEARCH STUDY

Executive Summary

Introduction
This summary provides the results of a survey conducted on behalf of the
communications group Nosebleeds at California State University,
Fullerton. The group conducted a survey using SurveyMonkey.com
between April and May 2014. The data collected from the surveys were
received electronically as well as physically where group members then
inserted the results to gain accurate perception of which social media sites
are currently the strongest, as well as which sites are more influential on
ones dining experience. The data collected was used by the group to
support their strategy of how Phillys Best could expand their range of
consumers through the likes of social media.

Method: To curate the survey process 17 questions (14 multiple choice, 3

written answers) were prepared on Surveymonkey.com by The
Nosebleeds. Each member of the group assisted in programming the Web
survey, developing questions, and managing the data collection process,
finally conducting a data analysis. The Questionnaire used in the survey is
provided in Appendix A.
The group then printed out multiple copies of the surveys where they
handed them out amongst CSUF students, Orange County and Los
Angeles County residents. The survey was created to accumulate 200
completed surveys so the group could analyze the specific interest, social
media use, and the preference of restaurant-based incentives amongst a
greater number of the target audience.

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Survey respondents were academic students who attend a variety of

schools including Cal State Fullerton, Cal State Long Beach, UC Irvine etc.
Majority of the respondents are either part time or fully employed within
Orange County and Los Angeles County. On April 28, 2014, Nosebleeds
sent an e-mail, text message, and Facebook message via a link from
Surveymonkey.com to friends, family, and Coworkers to invite them to
participate in the survey. The message contained an embedded link to the
survey with a message, notifying respondents they could begin the survey
by clicking the link. Afterward a reminder message was sent via e-mail,
text, and Facebook message on April 30, 2014 and May 1, 2014 to inform
those who may have not participated prior that the survey was still active.

The sections below include tables that supply a summary report of the
responses acquired from all 200 respondents. Keep in mind the total
number answering a certain question may be lower than the 200
respondents to the survey as some chose not to answer the question.
Open-ended answers are also provided.

Results: Qualitative data analysis of the survey revealed the four main
social media sites that were used by those participating as well as the
amount of time they utilized each social media site. The survey also
revealed what is the best way to reach they target audience, also whether
guest would be open to participating in reward based activities through
social media, or in person.

Methodology
Background
Phillys Best has been interested in growing their customer base of the Millennial
Generation as well as expanding their presence and activity on various platforms
of social media. Past research has shown that social media is used for countless
activities including advertisement and product feedback as well as normal social
applications. We would like to find out which platforms are the most utilized and how
affective they are at evoking customer interaction and displaying the product.

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Management Objective:
To gain a larger audience on social media platforms
To find out which social media platform is most effective.
To make Phillys Bests presence known on social media

Marketing Research Objectives:

Understand what audience is looking for in a dining experience
Identify previous and preferred sources for information on social media
Determine if any differences exist for people of different cultures, demographics
and interests.

Overview
A mail survey was conducted to study the impact of social media on dining
experiences related to restaurant incentive advertisements and competitions.
According to McDaniel and Gates in their text Marketing Research Essentials
(2013), surveys are useful for researchers who need to know who their target
audiences are from a demographic or lifestyle prospective. (p.102).

Subjects
The population surveyed in this study was Orange County Residents, CSUF
Students, and Facebook friends. Each of the group members shared the survey
with their friends on facebook, bringing approx. 25-30 replies per group member
were attained. A printed out survey was also handed out to various friends that did
not have internet access and then were manually inputed. The open invite
survey on facebook gives us a very wide range of respondents while we make sure
we hit our target demographic our printed surveys.

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Procedures
Surveys were handed out though out the last two weeks. The survey included a
cover letter requesting their participation in a food survey sponsored by Phillys
Best. The letter stated that the survey was being conducted as part of an effort to
improve the marketing of PB. They were informed that their responses would
remain confidential and anonymous. A follow-up request including a direct link to
the online survey was send to participants inboxes. A thank you message was
sent to those that complete the survey online while personal thanks was given after
the handed out surveys were collected.

Measures
Demographics:
Of the 204 surveys filled out 107 were completed by male, and 96 by
females.
141 were completed by those between 18-24, 37 by those between 2529, 7 by those between 30-34, and 18 by those above the age of 35.
Social Media Use:
85.00% (170 participants) claimed to use social media between 5-7 days
a week.
Facebook was the most used social media site with 50% (101)
participants using it.
Instagram was a close second with 37.50% (75) users.
Followed by 10% (20) for Twitter, and 2.00% (4) for yelp.
Other Findings:
147 (72.77%) of the 204 respondents listed that the popularity of a
restaurants social media would make them more inclined to try their
food.
24.02% (49) participants claim to have previously reposted, reblogged,
or retweeted food advertisement for the chance to win something.
When asked what do you think gains a new food company credible
social media presence 54.19% (110) said word of mouth, 40.89%
(83) said the food, and 4.93% (10) said celebrity endorsements.
On average participants said they would travel between 25-40 miles to
try a new restaurants with one participant saying they would travel
over 100 miles.

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Interest in Use and Information Sources. Respondents were asked if

social media plays a role in purchasing behavior as well as what incentives
might stimulate participation. They were also asked how often they eat at
a quick service restaurant, 1 time a week, 2-5 times a week, 5-9 times a
week, or 10 times +
Summary of Responses by Survey
Social Media sites:
According to those who participated in the survey, 101 participants prefer
to use Facebook (50.50 %) in comparison to the other sites. 75
participants (37.50 %) preferred instagram, 10 % (20 people)
preferred twitter, and only four (2%) preferred yelp.
Facebook Use:
The reason of use from Facebook varied depending on the individual.
Reasons for Facebook use included, to keep in contact with friends,
because theyre accustom to it after being a member for so long, and
for work.
Instagram Use:
Reasons for Instagram
Beautiful pictures, Celebrities
less drama on Instagram.
Twitter use:
Twitter was also used to keep up with entertainers and celebrities and
news updates under a limited amount of characters (words)
Yelp Give Aways
When asked if you yelp give aways would make a consumer more
inclined to dine at a restaurant a large majority of respondents said
yes. When it came to which social media sites was the best format to
inform these sort of deals, Facebook and Instagram were the top two
answers.
Popularity of a Restaurants Page
147 respondents (72.77%) felt more inclined to dine at a restaurant
due to the popularity of its social media page.
Reblogging
75.98% of respondents said they have never reposted, reblogged, or
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retweeted an advertisement for a chance to win something in return.

Gains of Social Media Presence
110 (54.19%) respondents felt word of mouth gained a new food
company social media presence where as 83 (40.89%) believed the
food is what gains a huge following.

The Buzz
134 (67%) respondents hear about new restaurants through word of
mouth
31 (15.50%) are through yelp.
25 (12.50) through social media.
4% (8) is by being out driving and two people (1%) hear about
restaurants through celebrities.
Best Method
103 (51.50%) respondents believe word of mouth is the ultimate way
to gain a social media presence.
39.50% (79) believe the food is the best way to gain a credible
presence.
Sports Based Discounts
30% (60) participants were very interested in sports based discounts
from local teams,
89 (44.50%) were somewhat interested, and 25.50% did not care
about the discounts.
Benefits of Local Sporting Events
41.50% of respondents felt surely that local sporting events would
benefit the market of a nearby restaurant
50.50% believed it is possible that a sporting event could benefit a
nearby restaurant.
Demographics
Of the 203 respondents 107 (52.71%) were male as
47.29% (96) were female.
A staggering 69.46% of the respondents were between the age of
18-24
18.29% were between 25-29, 3.45% were in their early 30s

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 8.87% of the participants were above the age of 35.

Results & Conclusions
Demographics
Of the participants sampled in our survey 52.71% were male as
47.29% were female. 69.46% of participants were 18-24.

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Awareness
85.37% of all participants use social media over 5-7 days a week
How many days of the week do you use social media?

Usage
In addition to using social media over 5-7 days a week, this chart shows
that 32.37% use social media over 4 hours a day.
How many hours in a day do you use social media?

Over 49.27% of all respondents submitted that prefer to us Facebook and

37.56% prefer Instagram over other social media sites. Question six in the
survey provides submissions that claim Facebook is an easier way to
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connect with family and friends where as Instagram sparks inspiration and
the love of photography is evident.

Which social media site do you use the most?

Does the popularity of a restaurants page make you

more inclined to want to try their food?

72.46% of all survey participants find the popularity of a restaurants social

media page as more incentive to dine at the restaurant where as 27.54%
disagrees.

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Although the popularity of a restaurants page gives them more incentive

55.07% of survey respondents finds that word of mouth gives a new food
company more credibility on social media. 40.10% find the companys
food as a higher credibility on social media. Only 4.83% believe that
celebrity endorsements give the site more credibility.

What do you think gains a new food company a credible

social media presence?

Where do you hear about new restaurants to try?

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67.65% of respondents discovered new restaurants through word of mouth while

yelp users made up 15.20% of the survey finding the site to be an easier way of
discovering restaurants. 12.25% discovered restaurants on social media while
3.92% discover them through driving and .98% find out through celebrities.

Conclusion
After reviewing the 204 survey results that we have collected for Phillys
Best we have found out which social media platforms are the most
effective in promoting to which demographic. Just over 52.71% of our
participants were male, and 69.46% of those surveyed were between the
ages of 18 and 24. Surprisingly, 85.37% of our participants use social
media 5 to 7 days a week, for an average of 4 hours or more in a single
day. Facebook is the most popular form of social media (49.27%), followed
by Instagram (37.56%), leaving Twitter and yelp as almost non-factors.
According to the survey, Facebook is utilized the most because of its ease;
over 69.46% of the people would use the media site for promotions and
check-ins. Although we are focusing on social media platforms, our survey
results shows that the best way to spread credibility for a restaurant is
through word of mouth and over 55% of participants would not share/like a
post from social media posted y the establishment.
We have also concluded that promotion through a sporting team or game
is an extremely popular way to promote a page and build customers with

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over 55% of those questioned stated they would participate in a sporting

event with PB benefits.

Appendix A-Measurement Instrument

1. What is your gender? M / F
2. What is your age? (18-24) (25-29) (30-34) (35+)
3. How many days a week do you use social media? (None) (1-2) (3-4) (5-7)
4. How many hours in a day do you use social media? (1 or less) (2 hours) (3
hours) (4+)
5. Which social media site do you use the most? (Twitter) (Facebook) (Instagram)
(Yelp)
6. Why does that particular site appeal to you the most?
______________________________
7. Would random giveaways for Yelp check-ins and review make you more
inclined to dine at a restaurant? If, so what social media format would be best to
gain information on such giveaways?
____________________________________________________________
8. Does the popularity of a restaurants page make you more inclined to want to try
their food? Y/N
9.Have you ever reposted, reblogged, or retweeted food advertisement for the
chance to receive or win something in return? Y/N
10. What do you think gains a new food company a credible social media
presence?
(Word of mouth) (The Food) (Celebrity Endorsements)
11. Where do you hear about new restaurants to try? (social media) (word of
mouth) (celebrities) (yelp) (out driving)
12. What is the best method to gain a credible social media presence for a
restaurant?
13. Are the food pages you follow within a 20 mile vicinity? How far will you
travel to try a new restaurant? _____________________________
14. If a restaurant you follow on social media competition for restaurant based
incentives, how likely are you to share/like that post? (unlikely) (likely) (Very
likely)
15. How interested would you be in sporting based discounts for a nearby
restaurant (EX: If youre a fan of Phillys Best and your home team wins against a
Philadelphia based team, you would receive a discount)? (not interested)
(interested) (very interested)
16. How likely would you participate in restaurant-based incentives that are
awarded when you bring a new guest? (unlikely) (likely) (absolutely) (not at all)

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17. To what degree do you think participating in local sporting events would
benefit a nearby restaurant? (unlikely) (likely) (absolutely) (not at all)

Appendix B- Summary Statistics

1. Gender:
Males: 52.43%
Female: 47.57%

2. Age:
18-24: 69.90 %
25-29: 17.96%
30-34: 3.40%

3. Days of Usage

4. Hours of Usage Daily

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5. Most frequent media site

6.Influence of a restaurant pages popularity

7. Reblogging for prizes in return

8. Social Media Presence

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9. Best way of hearing about new restaurants

10. Methods to gain a social media presence

11. The likelihood of to share/like restaurant based incentive posts

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12. Interest in sporting based discounts

13. Percentage of participation in restaurant based incentives for bring

new guest

14. The degree of impact local sporting events would have on nearby
restaurants

*Note questions 6, 7, and 13 werent included due to their wide range in

open-end answers

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