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Donatos is an independent premium pizza restaurant chain located in Columbus, Ohio. Research question 1. Is the low-carb diet a flash fad or a trend? 2. Should the Donatos respond? Research factors/ variables Product message i. weather ii. reputation iii. competition iv. People’s eating habit. Hypothesis The customers who want to eat low carb pizza at donatos can do this without having to change their pizza preference. Target Audience Donatos consumers who are conscious of their carbohydrate intake. Question 1: Research design used by Donato’s for new product development. The research study was conducted to evaluate the introduction of Donato’s low-carbohydrate pizza and to understand how the company collapsed its normal product development research process to take advantage of current trend. The research was in response to the knowledge that there were very many crusts leftovers after company meeting where pizza was served as the main refreshment. The management first thought that there was something wrong with the crust but through some evaluation, it was realized that the employees were avoiding the carbohydrates inherent in the grain-based foundation of the pizza. The research involved 1. studying the Yankelovich Monitor and NPD Eating Trends 2. email comments from customers through the website 3. Monthly WASSUP meetings-Through these meetings, the employees bring about knowledge of an element from population culture and explain it’s affect on Donatos. Research-based product development process 1. Exploration phase: this involved studying several consumer consumption trends by External Valen Group who stated that 28% of all Americans were watching their intake of carbohydrates. Also the Atkins Diet South Beach Diet... ... middle of paper ... ... Thin Crust () Thicker Crust () No Dough () ……………………………………………………………………….. ………………………………………………………………………… …………………………………………………………………………. 13. What are your reasons for the choice made above? Price () Carb level () For fun () 14. If your choice is No Dough, comment on the uniqueness of this pizza ………………………………………………………………………. ………………………………………………………………………. 15. Rate the No Dough in terms of value for money Good value () Reasonable () Bad () ………………………………………………………………………… ………………………………………………………………………… 16. What improvements would you like to see in No Dough pizza ………………………………………………………………………… ………………………………………………………………………… ……………………………………………………………………….. ………………………………………………………………………… 17. Would you like to get more information on how our pizza is prepared or the ingredients? Yes () No () ………………………………………………………………………… ………………………………………………………………………… ………………………………………………………………………… 18.

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