1. Presented By David Madsen Hutch Harper Bill Wright Jamie Keig

2. Brick Oven History In 1956 a small café was converted into a pizza parlor In 1956 a small café was converted into a pizza parlor This was one of Utah Counties first Pizza Parlors This was one of Utah Counties first Pizza Parlors A local contested was conducted and it was named “Heaps of Pizza” A local contested was conducted and it was named “Heaps of Pizza” Word spread about the great food among locals and BYU students and the business took off Word spread about the great food among locals and BYU students and the business took off Due to a growing community and increased popularity the business grew Due to a growing community and increased popularity the business grew The small pizza parlor later became Brick Oven Restaurant The small pizza parlor later became Brick Oven Restaurant Brick Oven continues to serves great pizza and much more Brick Oven continues to serves great pizza and much more Popular menu items include Pizza, Pasta and Salad Bar, Italian Dishes and of course there famous Root beer Popular menu items include Pizza, Pasta and Salad Bar, Italian Dishes and of course there famous Root beer

3. Brick Ovens Current Status Brick Oven is a Provo Landmark and a thriving business Brick Oven is a Provo Landmark and a thriving business The majority of clientele is made up of Families, BYU Faculty and Alumni The majority of clientele is made up of Families, BYU Faculty and Alumni Students account for approximately 20% of Brick Ovens business Students account for approximately 20% of Brick Ovens business

4. Research Objectives What are the basic demographics of Brick Oven guests including sex, age, marital status, and student status? What are the basic demographics of Brick Oven guests including sex, age, marital status, and student status? General dining preferences including favorite sit down and fast food restaurants, atmosphere, and layout? General dining preferences including favorite sit down and fast food restaurants, atmosphere, and layout? What do Brick Oven guests desire in their dining experience? What do Brick Oven guests desire in their dining experience? What types of food do Brick Oven guests seek when visiting Brick Oven? What types of food do Brick Oven guests seek when visiting Brick Oven? Would a fast casual Brick Oven restaurant be desired and frequented by college students? Would a fast casual Brick Oven restaurant be desired and frequented by college students? What do Brick Oven guests feel about meal pricing at a fast casual restaurant? What do Brick Oven guests feel about meal pricing at a fast casual restaurant? What types of people are expected to be seen at Brick Oven? What types of people are expected to be seen at Brick Oven?

5. Means of Research Focus Groups- Focus Groups as well as Glee Zumbrennen’s input were used to develop appropriate survey questions to gather meaning data Focus Groups- Focus Groups as well as Glee Zumbrennen’s input were used to develop appropriate survey questions to gather meaning data Primary research— We conducted surveys of college students at Brigham Young University and over the phone Primary research— We conducted surveys of college students at Brigham Young University and over the phone

6. Sample Size Initially we used a variance of 1.25, Acceptable Error of.2 and a Z-Score of 1.645 Initially we used a variance of 1.25, Acceptable Error of.2 and a Z-Score of 1.645 Estimated Sample Size was 85 Estimated Sample Size was 85 In the end the actual Variance of our most important question was 1.56 In the end the actual Variance of our most important question was 1.56 Estimating the sample size to be 106 Estimating the sample size to be 106 In the end we survey 150 people and used 119 of those surveys In the end we survey 150 people and used 119 of those surveys

7. Demographics Gender Gender Age Age School Status School Status Marital Status Marital Status

8. Gender

9. Age

10. School Status

11. Marital Status

12. Dining Behavior Dining Frequency Dining Frequency Dining Times Dining Times Favorite Fast Casual Restaurants Favorite Fast Casual Restaurants Fast Casual Pricing Preferences Fast Casual Pricing Preferences

13. Dining Frequency (Per Week)

14. Dining Times

15. Favorite Fast Casual Restaurants

16. Pricing Preferences

17. Frequency of Past Brick Oven Visits in the Last Year

18. Brick Oven Fast Casual Specific Questions Brick Oven Fast Casual Appeal Brick Oven Fast Casual Appeal Potential Menu Items Potential Menu Items Seating Preferences Seating Preferences Design/Atmosphere Preferences Design/Atmosphere Preferences Potential Patronage Potential Patronage Expected Brick Oven Clientele Expected Brick Oven Clientele

19. Brick Oven Fast Casual Appeal

20. Potential Menu Items Appeal

21. Seating Preferences

22. Design/Atmosphere Preferences

23. Potential Fast Casual Patronage

24. Statistically Significant Data Fast Casual Appeal Increased Visits Brick Oven

25. Appeal # of Expected Visits to Brick Oven Fast Casual - 95% Level # of Expected Visits to Brick Oven Fast Casual - 95% Level # of Past Visits to Brick Oven - 99% Level # of Past Visits to Brick Oven - 99% Level Increased Visits to Brick Oven - 99% Level Increased Visits to Brick Oven - 99% Level Crosstab Count

26. Increased Visits to Brick Oven Appeal of Fast Casual Idea – 99% Level Appeal of Fast Casual Idea – 99% Level Past Visits were NOT correlated to increased future visits Past Visits were NOT correlated to increased future visits

27. Other Interesting/Significant Data Married people are more likely to have eaten at Brick Oven in the last 6 months – 90% Level Married people are more likely to have eaten at Brick Oven in the last 6 months – 90% Level Potential Menu Items Potential Menu Items –Females far more likely to prefer Salads and Desserts –Age correlated with Desserts is a significant statistic (The younger the respondent, the more they prefer it)

28. Continued School Status is associated with Bread preference– 90% Level School Status is associated with Bread preference– 90% Level Single Students and specialty drink preference are associated – 90% Level Single Students and specialty drink preference are associated – 90% Level

29. Errors and Limitations Sampling Error- reduced by determining sample size ~106 Sampling Error- reduced by determining sample size ~106 Non-response Error- 119 of 150 surveys deemed usable, 31 not correctly completed Non-response Error- 119 of 150 surveys deemed usable, 31 not correctly completed Response Error- The 31 surveys containing invalid responses Response Error- The 31 surveys containing invalid responses

30. Conclusions Demographic Data Demographic Data Dining Preferences Dining Preferences Brick Oven Specific Information Brick Oven Specific Information Statistical Signifcance Statistical Signifcance

31. Demographics A greater percentage of regular Brick Oven guests were married. Data indicated that married students were more likely to dine at Brick Oven A greater percentage of regular Brick Oven guests were married. Data indicated that married students were more likely to dine at Brick Oven Respondents that more-frequently patronized sit down restaurants ate at Brick Oven more often Respondents that more-frequently patronized sit down restaurants ate at Brick Oven more often

32. Dining Preferences Respondents were aware of fast casual dining, and were patronizing such establishments Respondents were aware of fast casual dining, and were patronizing such establishments A strong possibility exists for Brick Oven to offer a fast casual service A strong possibility exists for Brick Oven to offer a fast casual service Respondents indicate a willingness to try a new fast casual service at Brick Oven Respondents indicate a willingness to try a new fast casual service at Brick Oven

33. Brick Oven Pizza was the most appealing menu item, with root beer also being very popular Pizza was the most appealing menu item, with root beer also being very popular The expected price of a fast casual meal is five to six dollars The expected price of a fast casual meal is five to six dollars Promotional ideas were well received by respondents Promotional ideas were well received by respondents

34. Statistical Significance Those who indicated that a fast casual service would appeal to them also responded that they would visit Brick Oven more often. Those who indicated that a fast casual service would appeal to them also responded that they would visit Brick Oven more often.

35. Recommendations Brick Oven SHOULD pursue the fast casual opportunity. Brick Oven SHOULD pursue the fast casual opportunity. A Brick Oven fast casual service should have a sports bar feel A Brick Oven fast casual service should have a sports bar feel A Brick Oven fast casual service layout should include booth type seating A Brick Oven fast casual service layout should include booth type seating Promotions and advertising should be used Promotions and advertising should be used Pricing per meal should be in the five to six dollar range Pricing per meal should be in the five to six dollar range