Mr. Sub Case Study

7 Pages 1783 Words

EXECUTIVE SUMMARY

We conducted market research for Mr. Sub at Humber College¡¦s Lakeshore Campus, which is a part of the fast food industry. Their emphasis is on fresh, healthy food and their products include subs, wraps, chips and drinks. The focus of this survey was on customer satisfaction, because it is the most important factor in the food industry and in addition, the owner wanted to know if the customers would like any changes in the way the subs are presented. He also wanted to learn what customers want from their store and whether the students had any complaints or suggestions.
Through our survey of students and staff members at Humber College, we will provide the owner with results on the overall satisfaction of customers, and how Mr. Sub can improve or change any existing products or services.
Our survey results showed that most students found Mr. Sub to be expensive considering that they had a limited variety of products. Although most respondents were satisfied with the level of customer service, they were not happy with the level of hygiene or the variety of ingredients available. One reason for this could be that this particular Mr. Sub is set up as a ¡§food stall¡¨ and as a result, carries only a fraction of the products. Low sales volume could be the reason for the high prices charged. In response to our survey, most respondents replied that an increase in price will definitely affect the demand at Mr. Sub.
Our recommendations include setting up in a bigger, more visible area, lowering prices, adding more variety and ingredients and introducing ethnic flavors to address the diverse student population.
INTRODUCTION


We conducted market research for Mr. Sub at Humber College¡¦s Lakeshore Campus, which is a part of the fast food industry. Their emphasis is on fresh, healthy food and their products include subs, wraps, chips and drinks. The focus of this survey was on customer satisfaction, beca...