Positioning Grid and Analysis

 

Eggxit Denver Café is a potential restaurant that will be serving Breakfast and Brunch in the Denver, NC Area. In order to get a better understanding of where Eggxit Denver stands in the market I chose to conduct a focus group. Dictionary.com defines a focus Group as “a demographically diverse group of people assembled to participate in a guided discussion.” A very opportune time was to discuss amongst my co-workers at lunch. I liked the idea that food was involved being that Eggxit Denver plans to enter the food industry. Although this was the same test group used for the Direct Response tool, I felt I needed to seek out additional people. Although my direct response tool was not successful it did benefit me in my positioning research. In speaking with my focus group in our original discussion it was clear that they are like-minded, and I needed additional input.    The focus group consist of different tiers of employees so although I was not able to confirm, it is assumed that the group consisted of different income levels. Below is the demographic that I was able to identify.

 

  • 5 women Ages 50-60 (with Family)
  • 1 woman Ages 25-30 (single)
  • 1 woman Ages 25-30 (with Family)
  • 2 men  Age 40-50  (with Family)
  • 2 men Age 50-60 (With Family)

 

Below are initial questions that I asked the focus group. They were open ended and led to additional questions.

 

  1. Do you enjoy Brunch?
  2. Do you eat out for breakfast/brunch?
  3. What is more important to you price or quality?
  4. What is more important to you time or quality?
  5. When dining out for breakfast how important is restaurant atmosphere?

 

I gained tremendous insight and was surprised by some of the responses. Although not tracked I was able to get a feel for where Eggxit Denver café stood compared to the other breakfast options. Amongst my focus group “Brunch” was not a big-ticket item and a couple people admitted to not knowing exactly what the word meant.  The focus group as a whole wished to eat breakfast earlier rather than later, especially during the week. This really made me home in on the time variable but again I was surprised as the group made it clear they would not sacrifice quality for time. These preliminary questions including the group insisting that a good atmosphere was a must made it easy to eliminate the fast food industry from my positioning grid. I wanted to focus on the sit-down restaurants/diners in the area.

 

Capture

*** Westlake Diner

*** Lowesville Café

*** Eggxit Denver Café

 

Positioning Statement

The hot new thing does not always have to be expensive. At Eggxit Denver Café you are not paying for a dish you can prepare at home, but you are buying an affordable, quality dining experience that is one of a kind.

 

I don’t feel my competitors are able to claim the same thing that my positioning statement offers being that they lack the same quality. Being a local restaurant, my business is always visible, and I will need some brochures that include the menu that shows in detail the complexities of the dishes but also displays the low prices. I will also need to purchase promotion opportunities from the local schools as they drive a lot of the local buying power.

 

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