1) Identify strengths and weaknesses with a Competitive Audit

We completed a Competitive Audit to uncover gaps and bright spots that the restaurant’s offerings can ultimately fix or fulfill. We recruited 16 sports bar diners to complete an online diary, including visits to two competing sports bar locations. Customers identified how the restaurant experience felt to them, informing our research process in the next stage.

2) Perform an on-site Experience Audit to distill the customer experience

During an on-site Experience Audit led by conversations with typical sports bar guests, we gathered a 360-degree view of the customer experience at four different locations. Specifically, this phase focused on the attributes of the dine-in experience that guests preferred and disliked. We also performed on-premise intercept interviews with staff to gauge employee perceptions, preferences, and aversions. This helped us identify places for improvement, including a more streamlined layout.

3) Recommend next steps for boosting customer experience

Once we audited the current state of the sports bar and grill, we provided a list of smart moves for standing out from the competition. This included recommendations to amp up the “wow” factor to engage customers, enhance and differentiate areas of the restaurant, and offer menu flexibility for alternative diets like a vegetarian diet. These efforts aim to make the customer experience as engaging as possible while meeting the needs of those dining in.