Restaurant research surveys - identifying and understanding customer needs
Spur Steak & Grill
In 1998 Spur Steak Ranches from South Africa, had over 200 family steakhouse restaurants across South Africa but had failed despite numerous attempts to successfully translate the brand for an international audience. Business Blueprints were asked to look at launching Spur into the UK and European markets.
We first presented the concept of “South African” Spur to casual dining customers and conducted consumer behaviour research to gain their insight into ‘if‘ and ‘how‘ they would use the restaurant. The results were dramatic as they perceived the brand as being exceptionally male, very dated and not somewhere that they would imagine going unless they were forced to by their children. As mothers are the principle arbiters of restaurant choice this clearly was not a viable positioning.
Having understood the consumer behaviour and perceptions of the brand, we set out to modernise Spur to make it more appealing to females.
Our brief was based on mood boards generated in the focus groups on what respondents would prefer to see. We conducted further consumer behaviour research and presented new interior designs, a revised logo, a new designation and proposition for the brand together with a more focused menu.
The response was equally dramatic with a unanimous acceptance and enthusiasm for the brand. The ‘new‘ Spur Steak and Grill was launched in Dublin where it continues to trade with an average weekly turnover of 75,000 euros. There are now eight Spur Steak and Grills in the UK and Ireland trading successfully with more planned.
The UK is the only territory outside Africa where Spur has been successful.
Business Blueprints continues to measure customer satisfaction and monitor consumer behaviour in Spur to ensure that the business continues to thrive.
