Customer Survey Summary of Results March 2015
Overview In February and March 2015, we conducted a survey of customers in three corporate- owned Bruges Waffles & Frites locations: Downtown Salt Lake City, Provo, and Sugar House. 109 valid surveys were collected: Downtown SLC: 32 Provo: 47 Sugar House: 30 The following is a summary and analysis of the results. A copy of the original survey is included as Appendix A. Question 1: What do you like most about Bruges Waffles & Frites? (All Stores) When looking at all stores together, Bruges customers expressed that the thing they liked best was the overall experience, which included the food, the atmosphere, the customer service, and everything. Specific food items, especially waffles, were the next most cited as liked best followed by the customer service. This ratio generally holds true for individual stores, but there are some interested variations from store to store. 2
Question 1: What do you like most about Bruges Waffles & Frites? (By Store) The overall experience was cited more often in the Provo and Sugar House stores than in the Downtown Salt Lake City store. On the other hand, the good customer service was much more important to Downtown SLC customers than it was to either Provo or Sugar House. Although there was some variation in the food items that were preferred by location, the differences were not great, and food items were consistently cited as the top thing customers liked best. Other items that were cited as liked best were: Atmosphere Belgian Chocolate Freakandel Pierre Ricky Burger Sandwiches And food combinations such as Frites & Freakandel, Frites & Machine Gun, Waffles & Machine Gun And the combination of food and service 3
Question 2: What do you wish we did differently? (All Stores) A large percent of respondents (45%) either did not answer this question or said that there was nothing that they wished Bruges did differently. The answers on this varied quite a bit from location to location and there are a number of insights to be gained by examining the differences by location. The two categories that were most consistent across all branches were the desire for: More seating More menu options/toppings The items in the Other category will be listed in conjunction with the individual store analysis to give them context. 4
Question 2: What do you wish we did differently? (Downtown SLC) The one surprise from Downtown was that there were a number of requests for chocolate ice cream or more ice cream variety. This data point is a little suspicious, because it may have been one person influencing his peers when completing the survey. However, there is a strongly expressed desire for more menu items in general with 38% asking for more ice cream variety, more menu items, or more toppings for waffles. Not surprisingly, there were also several comments requesting a bigger seating area. Other responses: [Wish you] Had milkshakes Ricky Burger [doesn t] work 5
Question 2: What do you wish we did differently? (Provo) Provo customers had the strongest contingent that thought the prices were too high and wanted lower prices on the food or toppings. They also were more likely to want specials, discounts, or combo meals. Provo customers also were more likely to mention a desire for more restaurant locations either locally or in other states. While not as great an issue in Provo as at Downtown SLC, there were also requests for a bigger seating area. This was also the only location to ask for a greater drink variety (Pepsi, Mountain Dew). Other requests: Always have fry forks out Bigger waffles More suggestions Communal table like Sugar House w/ Benches Fix the bulging wall down the hallway Free waffle day! Let me have more than one sauce Wish the fancy fountain worked 6
Question 2: What do you wish we did differently? (Sugar House) Sugar House customers seemed to be the most happy with the Bruges experience; with 52% stating specifically that Bruges shouldn t do anything differently. The one unexpected result was a couple of requests for a cleaner restaurant. This may indicate a problem in the maintenance of the dining area. Like Provo, there was a little more sensitivity to price in Sugar House than Downtown, with more than one customer mentioning the high price or asking for specials/combos. Although there were no mentions of wanting a bigger menu per se, there were a couple of requests for more toppings, as well as some suggestions for new menu items (see below). Other requests: Blueberry waffle Food can be heavy but good! I wish you had the hash brown waffle Mix fry sauce and aioli together (so good) Smuckers syrup??? Really??? 7
Question 3: Which is most important to you personally? (All Stores) The quality of the food and the flavor of the food were more important to all customers surveyed than the size of the portions. No customer marked portion size as the most important thing. However, some respondents did check off all three as being most important even though they were asked to only check one box. However, if they did check more than one box, they were more likely to check only quality and flavor than they were to check all three. Comments associated with this question: 10/10 would rec. Always delicious Andalouse + Sausage in the Machine Gun - WOW! Excellent I am always impressed with how fresh everything is I came here to remember the tastes I don't normally like waffles, but I love these I love this place Incredible taste It needs to be good! It smelled really good Mayos are really bland Offer lettuce on burger Real food, unprocessed is most important w/ lots of flavor This hits the spot Waffle was awesome 8
Question 3: Which is most important to you personally? (By Store) Results were fairly consistent from store to store. However, there does seem to be a bit more of a preference for flavor compared to quality at the Provo store vs. the other two locations. Quality seems to be of greater importance to Sugar House customers in comparison to Downtown and Provo. 9
Question 4: Generally speaking, how would you rate our portion sizes? (All Stores) A majority (72%) of all respondents to the survey indicated that the portion size was just right. However, a more people thought that the portions were somewhat large than thought they were somewhat small or too small. Comments associated with this question (from too small to somewhat large): Dessert - too small, Fries - just right (too small) Could be more American sized (somewhat small) Again for the price it'd be nice if it came with fries (somewhat small) You can't have too large of a torpedo (somewhat small) Hearty & Great (just right) I think they are priced high but the portions are fine (just right) It's filling but not too much (just right) You got a lot of food - a good amount (just right) They are big but they are expensive (somewhat large) 10
Question 4: Generally speaking, how would you rate our portion sizes? (By Store) Sugar House customers were the most likely to be happy with the portion size. Downtown SLC customers were most likely to feel that the portions were somewhat too large. Provo customers were the most likely to express that the portions were too small, especially in terms of price for the quantity of food. 11
Question 5: How likely are you to refer a friend to Bruges Waffles & Frites? (All Stores) A vast majority of respondents indicated that they were very likely to refer a friend to Bruges Waffles & Frites. This is indicative of the strong word of mouth associated with the brand. Those who were not likely to refer Bruges to a friend were often (though not exclusively) from out of town, which they viewed as a limiting factor in the likelihood that they would refer a friend. Comments: All the time Already have Already have, already do, always will! Always refer friends Don't miss this! Everyday For the frites I already do I already have I bring a new friend each time :) I bring my French class here several times a year I come here every week! I just referred one! I tell everyone I wish I had more friends just so I could recommend it to more people I would so refer a friend If I lived here This is the best Very worth recommending We love it All#Stores# 100" 90" 80" 70" 60" 50" #"of"responses" 40" 30" 20" 10" 0" 5","Very"Likely" 4","Most"Likely" 3","Somewhat"Likely" 2","Somewhat"Unlikely" 1","Not"at"All"Likely" 12
Question 6: How likely are you to come again? (All Stores) As with referrals, a vast majority of all respondents said they were very likely to be a repeat customer. Again, those who responded not at all likely cited the reason as being because they were a visitor to the area rather than the result of a negative experience. Comments for 5 Very Likely : But not as often as we'd like :) Hasn't disppointed me yet! I come here at least once a week I will come almost every day I'm a regular I'm here! I've been 2 days in a row after my first visit It was very good Love the new location and the interior design Ritual We already have :) We come as often as we can We come too often Worth coming back to SLC for Yes, very likely we will Comments for 3 Somewhat Likely : Don't live here I love your waffles I'm not going to come everyday but I would come every day if my taste buds didn't get tired of eating the same thing. Fact! We are only here for a visit otherwise I could see us coming more often Comment for 2 Somewhat Unlikely : Live in NY but know people here 13
Question 7: How did you find out about Bruges Waffles and Frites? (All Stores) Based on the responses to question 5, it s not surprising that a majority of respondents said they first learned of Bruges Waffles & Frites from a friend, coworker, or family member. Location (e.g. proximity to work place or passing by on the street) and online sources (such as yelp and online review sites) were the next two most important sources for the customers who responded to the survey. Some customers learned about Bruges on TV, but it was a small proportion. Respondent at the Sugar House and Provo locations also cited that they learned about that store from another location (usually Downtown SLC) or even the Waffle Bus. The responses categorized as other didn t really answer the question (e.g. I like European food and Long- time customer ). 14
Conclusions Experience: The overall Bruges experience is a significant factor in the appeal of Bruges Waffles & Frites restaurants, consisting of a combination of the food, customer service, and atmosphere of the restaurants. Seating: More seating would be appreciated at all of the restaurants, supporting the move to increase the seating capacity in Draper. Price: There is some price sensitivity, especially in Provo. Creating combo options or offering discounts, specials, and/or promotions may help address this concern. More Options: The larger menu at Sugar House seems to satisfy more customers than the smaller menus of Provo and especially Downtown SLC. That said, there might be some value in introducing additional choices. Quality/Flavor vs. Portion Size: Respondents strongly indicated that quality and flavor were more important to them than portion size. Also, a majority of respondents indicated that they were happy with the current portion sizes. Portion Size vs. Price: There also seems to be a relationship between size and value. Some customers thought the price was too high for the size of the portion or for the total meal. This may indicate that a smaller portion size with a lower price would be an acceptable option for some customers. Referrals & Growth: Word of mouth continues to be the strongest factor for the growth of the Bruges brand. This indicates the importance of focusing attention on ensuring the quality of the food, strong customer service, and a positive overall experience in order to continue this trend. Marketing and PR efforts should also focus on getting people to talk about us Repeat Business: Repeat customers are also critical to continued growth and success. See above. 15
Appendix A Customer Survey 1. What do you like most about Bruges Waffles & Frites? 2. What do you wish we did differently? 3. Which is most important to you personally? (Check only one) Quality of food (freshness, quality ingredients, care in preparation) Flavor of food Size of portions Comments: 4. Generally speaking, how would you rate our portion sizes? (Circle the number that best reflects your opinion, scale of 1 5) 1 2 3 4 5 Too Small Just Right Too Large Comments: 5. How likely are you to refer a friend to Bruges Waffles & Frites? (Circle the number that best reflects your opinion, scale of 1 5) 1 2 3 4 5 Not at all likely Somewhat Likely Very Likely Comments: 6. How likely are you to come again? (Circle the number that best reflects your opinion, scale of 1 5) 1 2 3 4 5 Not at all likely Somewhat Likely Very Likely Comments: 7. How did you find out about Bruges Waffles and Frites? Thank you for your feedback! Pierre Vandamme Owner, Bruges Waffles & Frites