MMR Strategy Group

MMR’s Restaurants and Retail Practice helps clients understand their customers, improve concepts, and grow their business.

Our projects with restaurants and retailers focus on:

• Finding, attracting, and retaining customers
• Managing the brand and customer experience
• Developing innovative concepts

MMR research identifies needs, behaviors, and demographics of key customer segments including frequent, infrequent, and lapsed customers. This knowledge helps reveal leverage points where investments can be made in menu, product mix, space allocation, décor, services, communication, or pricing to retain loyal customers, increase visits of infrequent customers or gain new customers.

We help clients understand the rating and image of their concept in the context of the market and competition. Through research, we can understand the customer purchase process, decision criteria, and the performance of key brands. This helps clients decide where to focus limited resources in advertising, promotions, menu variety, food or merchandise quality, and service improvements in order to increase sales.

Frequent ways in which we help our Restaurant and Retail clients include:

Customers	Products	Brands
Profiling frequent customers, infrequent customers, and lapsed customers Segmenting consumers into actionable and meaningful groups	Tracking of image and performance Pricing new and existing products and menu items Testing new items and services Concept and product evaluation	Customer needs evaluation Concept and product evaluation Evaluating potential markets for expansion

Descriptions of MMR Restaurants and Retail Studies

Profiling Frequent and Infrequent Customers

MMR evaluates demographics, behaviors, and attitudes of frequent and infrequent customers. We identify key drivers of satisfaction, dissatisfaction, frequent and infrequent purchase. We identify how frequent and infrequent visitors are different to generate insight into where changes in menu, food quality, décor, promotion, or service can increase your customer base and frequency.

Customer Needs Evaluation

An important part of new concept innovation is locating unmet consumer and customer needs, particularly latent needs that drive category growth. We work with our clients to identify and satisfy unmet needs with new and innovative concepts.

Evaluation of Market Expansion

MMR performs studies to help assess the potential of an existing retail or restaurant in a new location. The potential across multiple locations can be assessed in order to make decisions regarding the allocation of resources.