Find why breakfast sales fell in Kolkata

The decision

A café’s breakfast orders fall from 1,200 to 960 per week. Logs show 180 fewer weekday dine-in orders and 60 fewer delivery orders after a menu update. The owner thinks price is the cause.

What should the research team investigate before reversing the menu update?

Worked solution

Reveal the visual and solution

1. Segment order loss by store, daypart and channel. Dine-in accounts for 75% of the drop. Check operating hours, stockouts and nearby events.
2. Observe queues and conduct separate interviews with lost regulars and current customers. Use a small focus group to test language around price and convenience, then compare themes with timestamps.
3. Pilot a shorter breakfast menu in matched outlets. Track service time and incremental contribution to distinguish preparation delays from price sensitivity.

Review the marketing concepts

• Marketing Research
• Focus Groups & Qualitative Methods
• Primary and Secondary Market Research