You can even use product testing as a technique to monitor food quality over time. Product testing is a never-ending quest for continuous improvement of your menu. Advertising pretesting is extremely important. Much media advertising is wasted because the commercials are simply not very effective. Our pretesting of advertising over the years reveals that much of it can be greatly improved, often at relatively little incremental cost.
Advertising is simply too important to trust creative decisions to the opinions of a few executives.
The only reliable jury is the consumers who make up the target audience for a restaurant. These and similar questions can all be answered by marketing research. Operations are absolutely critical in the food service industry because they are intertwined with the product itself. Customer Surveys conducted in-store are relatively inexpensive and can provide good information about who your medium to heavy users are, which can help in target market identification, site selection, and sometimes media planning. And there are many other types of research that might be valuable, depending upon your specific needs, such as awareness and usage surveys, promotion testing, media evaluation, menu development, architectural design optimization, site location evaluation, store density optimization per market, etc.