INTRODUCTION
About Popeyes
Popeyes Louisiana Kitchen, an American fast food chain specializing in fried chicken, was established in 1972 in New Orleans, Louisiana With over 2,500 locations across 40 states and 30 countries, Popeyes has made a significant global impact The brand entered Vietnam in January 2013 and has successfully expanded to 19 locations in Hanoi and Ho Chi Minh City within just three years.
Source:https://ippgroup.vn/en
Objectives Of Survey
Fried chicken is a highly popular fast food option in Vietnam, driven by a large customer base and strong demand, making the market highly promising for business opportunities This potential has attracted numerous investors and well-known international fast-food brands Consequently, our team has decided to analyze the service of Popeyes chicken fast-food restaurant.
• Defining what customers experience and evaluating the quality of service
The campaign aims to enhance brand awareness and boost sales for Popeyes' chicken by summarizing customer feedback and tailoring marketing strategies to meet their needs.
The market research conducted on Popeyes Chicken utilized a comprehensive methodology to gather data This involved various techniques to analyze consumer preferences, market trends, and competitive positioning The collected data provides valuable insights into customer satisfaction and brand perception, enabling Popeyes to make informed strategic decisions Overall, the research aims to enhance the brand's market presence and drive growth in the competitive fast-food industry.
RESREACH METHODOLOGY AND DATA COLLECTED
Method
The survey focuses on the youth demographic in Ho Chi Minh City (HCMC), Vietnam, which is notable for its significant young population within a country that ranks 14th globally in terms of population, exceeding 96 million people This demographic trend highlights the unique characteristics and potential of young individuals in Vietnam, particularly in urban centers like HCMC.
This survey was conducted over 24 hours period from 15 September to 16 September
In 2022, a survey was conducted using Google Forms, employing simple random sampling and multi-stage sampling methods The survey link was shared in class group chats and social media platforms targeting young individuals Participants responded through various formats, including multiple-choice questions, checkboxes, Likert scales, and multiple-choice grids, allowing for the collection of both quantitative and qualitative data.
Our survey explored customer habits regarding fast food, particularly fried chicken, which is highly popular in Vietnam Based on our findings, we have proposed several managerial recommendations for Popeyes chicken to enhance their marketing strategies aimed at attracting young consumers.
Total of sample: 50 unit, almost is young people 18-24.
Data Collected
The study utilized a sample size of 50, effectively representing the population by categorizing participants into three age groups: 13-17, 18-24, and 25-30 The first group consists of secondary and high school students, while the second group includes college students who often work part-time and have disposable income The third group encompasses young adults aged 25-30 who are typically in stable employment However, the primary focus of the survey was on individuals aged 18 to 24, as this demographic possesses essential common knowledge and is at a pivotal stage in their educational and professional development.
The market research conducted on Popeyes Chicken revealed that the majority of respondents are aged 25-30, making up 16% of the sample, while those aged 13-17 represent 6% The gender distribution shows that 46% of participants are male and 52% are female, with 4% identifying as other In terms of visit frequency, 40% of respondents visit Popeyes 1-2 times a month, 30% visit 3-4 times, 12% visit 5-6 times, and 18% visit 7 or more times per month.
The standardized questionnaire was designed to gather data through three sets of questions The first set focused on personal information, including name, age, and gender The second set aimed to understand customer habits, while the final set employed five-point Likert scales to assess the service performance and quality of Popeyes Chicken This structure enabled the identification of demographic information and facilitated later analysis of variance The subsequent section will analyze the data and present the key findings.
1-2 times 3-4 times 5-6 times up to 7 times
Frequency come to Popeyes Chicken
The market research on Popeyes Chicken involved a comprehensive methodology and data collection process This research aimed to analyze consumer preferences, market trends, and competitive positioning within the fast-food industry By utilizing surveys, focus groups, and sales data, the study gathered valuable insights into customer satisfaction and brand perception The findings will help inform strategic decisions to enhance Popeyes' market presence and drive growth.
No Variable Type of elevator
4 The frequency you come to Popeyes Chicken Interval
5 Do you prefer to order combo or Alacarte? Nominal
6 Type of order food Nominal
7 How much money you spend for Popeyes Chicken? Interval
8 Overview review of Popeyes Chicken:
Staff Products Space Sanitary Marketing Campaign
9 Evaluate return of customers Likert Scale
The market research on Popeyes Chicken employs a comprehensive methodology to gather relevant data This research focuses on consumer preferences, market trends, and competitive analysis within the fast-food industry By utilizing surveys, interviews, and observational studies, the research aims to provide insights into customer satisfaction and brand perception The collected data will inform strategic decisions and enhance Popeyes' market positioning.
DATA ANALYSIS
To understand how respondents evaluated the five dimensions of Popeyes Chicken, we conducted a descriptive analysis to assess their ratings for each aspect.
Descriptive Statistics Mean Median St Deviation Skewness Kurtosis
According to Table 1.1, the average rating for Products is the highest at 3.98, indicating that respondents highly value the taste of items like sauce and fresh chicken This suggests that Popeyes Chicken should prioritize product quality to enhance customer satisfaction Conversely, the average rating for Spaces is the lowest at 3.66, implying that the restaurant's appearance may be lacking, potentially due to inadequate space or insufficient facilities for customers Additionally, the ratings for Staff and Sanitary are closely aligned at 3.76 and 3.72, respectively, indicating a consistent perception of these dimensions among respondents.
The market research on Popeyes Chicken highlights the importance of staff quality and sanitation in customer satisfaction While respondents noted that employees generally provide good customer care and quick service, issues such as employee shortages and impolite behavior were also mentioned To address these concerns, Popeyes should focus on enhancing employee training Additionally, maintaining hygiene and food safety is crucial, but staff often struggle to keep up with cleaning during busy periods Promotion also emerged as a strong point, with a high rating of 3.88, indicating effective promotional campaigns that engage customers and reward loyalty However, there is room for improvement in the overall customer care experience.
The standard deviation for Products is ~0,77 which is the lowest standard deviation, and it indicates that the data points remarkably close to mean comparing to the other factors
The analysis reveals that respondents rate the importance of the Product factor closely to the mean of 3.98, indicating a strong consensus In contrast, the Promotion factor shows a higher standard deviation of approximately 0.89, suggesting varied perceptions among respondents, with a mean rating of 3.88 Additionally, the standard deviations for Space, Sanitary, and Staff are approximately 0.82, 0.86, and 0.87, respectively, reflecting the degree of agreement among answers for these factors.
The skewness of Space, measured at approximately 0.26, indicates a right-skewed distribution, where numerous values cluster to the left of the mean, with extremely high values present on the right Similarly, both Sanitary and Products exhibit positive skewness values of 0.182 and 0.034, respectively, suggesting that their mean values are lower than the median, with a concentration of data points towards the left and the mode occurring at the highest frequency within the distribution.
The analysis reveals that both Staff and Promotion exhibit negative skewness values of -0.083 and -0.112, indicating a slight leftward asymmetry However, since the skewness falls within the range of -0.5 to 0.5, the distributions can be considered approximately symmetric Additionally, the kurtosis values for the five factors are all below 3, specifically -0.76, -1.28, -0.75, -0.95, and -1.082, signifying a Platykurtic distribution that is flatter than a normal distribution.
The market research methodology for Popeyes Chicken involved a comprehensive approach to data collection, focusing on identifying consumer preferences and trends The analysis revealed that the distribution of preferences exhibited a wider peak, indicating a broader range of responses Unlike a normal distribution, the likelihood of extremely high values was lower, suggesting that consumer opinions were more varied and widely spread around the mean This insight is crucial for understanding market dynamics and tailoring strategies to meet customer expectations effectively.
Source: https://corporatefinanceinstitute.com/resources/knowledge/other/skewness/
As you can see in pie chart, Combo is the most favorite when people order in Popeyes than Alacarte Because combo always have cheaper price than price individually
Looking at the picture 2, if you order “Cajun spicy chicken” included 2 pc spicy chicken,
1 red Cajun fries, 1 honey butter biscuit and 1 drink (free refill), it’s just only 79.000vnd However, if you order them for individual, it has cost 91.000vnd
COMBO OR ALACARTE combo alacarte
The market research for Popeyes Chicken focuses on comprehensive methodologies and data collection techniques This research aims to analyze consumer preferences, market trends, and competitive positioning within the fast-food industry By employing both qualitative and quantitative research methods, valuable insights are gathered to inform strategic decisions and enhance customer satisfaction The findings will contribute to understanding the brand's market dynamics and identifying growth opportunities for Popeyes Chicken.
Source:https://menuandprice.com/popeyes-menu-prices/
A recent survey conducted by Vixxo revealed that 52% of respondents prefer dining at Popeyes rather than opting for takeout or delivery, which stands at 24% Additionally, the study, which included 1,000 customers, found that nearly two-thirds of Americans (62%) favor eating in restaurants over takeout or delivery options These preferences were consistent across all demographic groups.
Source: Trend Watch: Why customers still choose to dine in instead of take out (restaurant-hospitality.com)
Young people predominantly spend between 100,000 and 199,000 VND, representing around 40% of the surveyed group In contrast, expenditures of less than 100,000 VND, as well as those ranging from 200,000 to 300,000 VND and over 300,000 VND, each account for approximately 20% of the sample.
The market research on Popeyes Chicken reveals a significant revenue of approximately $6,328 in Ho Chi Minh City (HCM) in 2020 This data indicates that young consumers are willing to spend considerable amounts at Popeyes, highlighting the brand's strong appeal among this demographic.
Source: https://vneconomy.vn/vi-sao-tphcm-lo-muc-tieu-thu-nhap-dau-nguoi-9800-usd-nam.htm
Respondents for evaluate possible return to Popeyes is 4 about 40% of the sample
In the evaluation of potential returns, 33% of respondents rated the return as 5, while 15% assessed it as a 3 Additionally, 7% of the sample rated the return as 1, and 5% rated it as 2.
Pic3: GDP of Vietnam through 6 years
The market research on Popeyes Chicken focuses on understanding consumer preferences and market trends The research methodology includes surveys, focus groups, and data analysis to gather insights Key data collected encompasses customer demographics, purchasing behavior, and brand perception This comprehensive approach aims to identify opportunities for growth and enhance marketing strategies for Popeyes Chicken.
RECOMMENDATION
Key findings
Products: Fried chicken Target audiences: young people from 13-24
Location: HCMC because this survey conducted with people who stay at HCMC
Competitions: Jollibee, McDonalds, Lotteria, KFC and Texas Chicken (We just focus on fried chicken brands in Vietnam)
SOURCE: https://ipos.vn/chien-luoc-marketing-chuoi-cua-hang-thuc-an-nhanh/
Frequency: from 1-4 times a month That means they may come to Popeyes 1 time/week Type of order: Dine-in
Average money spend: from 100.000-199.000 VND
Marketing Campaign
Pic4: Fast-food brands in social media
The market research on Popeyes Chicken involved a comprehensive methodology to gather and analyze data This research aimed to understand consumer preferences, market trends, and competitive positioning within the fast-food industry Various data collection methods were employed, including surveys, interviews, and observational studies, ensuring a robust understanding of the brand's performance and customer satisfaction The findings provide valuable insights that can guide strategic decisions for Popeyes Chicken's marketing and operational efforts.
Budget: 50 million VND according to the price at https://www.bin.vn/facebook-ads/bao-gia-quang-cao- facebook
Duration: From 26 September to 2 October ( during 7 days)
Name of campaign: “Back to school”
Promotion: Discount up to 40% for students from 13-24 aged
Target revenue*: 100 million VND (include fixed and variable cost) (*reference)
The market research on Popeyes Chicken involved a comprehensive methodology and data collection process This research aimed to analyze consumer preferences, competitive positioning, and market trends within the fast-food industry By employing qualitative and quantitative techniques, the study gathered insights that inform strategic decisions for enhancing customer engagement and brand loyalty The findings highlight the significance of menu innovation and marketing strategies in driving sales and attracting a diverse customer base.
Business Management
a Predict Sales Forecasting based on revenue of Popeyes Chicken
( Source: https://statstic.com/popeyes-revenue/)
Forecasting revenue 2022: 715,4$ millions with Formular in Excel =Forecast (x, known_ys, known_xs)
Randomly revenue 2022 based on calculate by mean and standard deviation b Risk management
90 - 100%: Exceeded from 100M or more than
70 -