Jimmy john's presentation
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Transcript of Jimmy john's presentation
Jimmy John’s:“Freaky Fast”
CampaignMorgan Denfeld, Nicole Kelly, Kayla Smith, Larissa Calhoun, Hunter FairchildDecember 5, 2013
Survey: Question
● Is the Jimmy Johns “Freaky Fast” campaign effectively increasing consumers’ purchase intent?
Primary Data Collection: Survey
● Goal: obtain the public’s ● delivery food habits● view of Jimmy John’s● reaction to the Freak Fast Campaign
● 208 surveys started, 183 valid surveys
Primary Data Collection:Survey Makeup
● Introduction● Funnel approach● Multiple Skips● 25 Survey Questions
○ open ended■ aided and unaided
○ closed ended■ categorical■ metric
Findings: Demographics
● Virginia Tech Students○ Freshman 5%○ Sophomore 28%○ Junior 45%○ Senior 19%○ 5th year 3%
● age: 19-22 (92%)● gender
○ female 66%○ male 34%
● 57% live off VT campus
Findings: Order Off-Campus
● 86% order food off campus● 51% order food off campus at least once a week
Findings: Familiarity with Brand
● 97% were familiar with the brand Jimmy John’s● 78% have ordered food from Jimmy John’s
Findings: Survey Questions
● Dietary restrictions○ 6% vegetarian○ 3% gluten free○ 2% religious restrictions○ 73% none
Findings: Funnel Approach
● Prior to introducing Jimmy John’s, people ranked:1. Price2. Taste3. Delivery Time
● When asked to rank same criteria about Jimmy John’s, people ranked:1. Delivery Time2. Taste3. Price
Recommendations
● Secondary data (Mintel)● Recommendations
○ 1. Online ordering○ 2. Diverse menu (dietary restrictions)○ 3. Compensation to the “Freaky Fast” campaign
Conclusion
● Positive brand image● Dissatisfied customers continue to order● Convenient