Project: Italian Fast Casual Conjoint Analysis

Task: Led a marketing analytics project to assess the market opportunity for an Italian Fast Casual restaurant concept (an "Italian Chipotle"), conducting comprehensive consumer research to evaluate viability and potential market positioning in the fast casual dining segment.

Takeaways:

• Identified a significant market gap in the fast casual industry for Italian cuisine, with consumer research confirming potential viability

• Conducted choice-based conjoint analysis with 100 survey respondents to test preferences across multiple attributes including cuisine type, restaurant format, ordering style, price point, and health positioning

• Discovered that an Italian Fast Casual concept could potentially secure 19.57% market share in the fast casual segment (second only to Chipotle at 39.42%)

• Within the Italian food market specifically, the concept could capture 35.37% market share, positioning it between quick service options like Domino's (44.21%) and traditional sit-down Italian restaurants (15.68%)

• Used K-means clustering to identify five distinct consumer segments, with clear preferences for specific combinations of restaurant type, ordering style, price point, and health positioning

• Developed strategic positioning for the concept focusing on high-quality ingredients at a competitive price point ($14.99), with a build-your-own bowl format and healthy food options

Skills Used: Advanced market research methodology, multivariate statistical analysis, conjoint analysis, attribute importance assessment, utility calculation, market share forecasting, perceptual mapping, competitive matrix development, pricing elasticity modeling, strategic positioning, quantitative survey design