3. You mentioned that you work at ____. Do you ever dine out with clients and / or coworkers? PROBE: What kinds of restaurants do you go to? Why? How does it work? 4. What factors influence your decision to dine out? Why? PROBE: Location? Convenience? Price? Quality? Emotion? Special occasion? Specific meal you can’ t make the same at home? WHO normally makes the decision? 5. Do your dining decisions and preferences change based on the group you are going out to eat with? PROBE: Clients / business related, friend or family, bringing kids along, etc.
* ACTIVITY: WORD ASSOCIATION * Instructions: Next we are going to ask you to do a short activity. I am going to say one word and I want you to say the first three words that come to mind after. PROBE when necessary. Record all words. Suggested words: Restaurant Fine dining Steakhouse Happy hour Steak Celebration
3. If you’ ve been to a fine dining restaurant in the past, please describe your experience. PROBE: What did you like about it? Do you have a favorite fine dining restaurant? Was there anything you didn’ t like? 4. How far in advance do you normally plan when going to a fine dining restaurant? PROBE: Is this a longer time period than going to a restaurant that is not in the fine dining category? 5. What are the steps you take to plan this? How did you hear about the restaurant? PROBE: Based on reviews? Research? Word-of-mouth? 6. Do you typically make a reservation ahead or do you just show up? 7. When dining at a fine dining restaurant, what do you consider most important? PROBE: Ambiance, wait time, menu variety, personalization, prices, quality, presentation, service, food category, location, dress code, portion size 8. How do you evaluate your fine dining experience? PROBE: What makes you want to come back?
ISSUE D: FINE DINING 1. How many times have you eaten at a fine dining restaurant in the past month? PROBE: Past year? 2. What makes you consider going to a fine dining restaurant? PROBE: Is it occasion-based? Business-based? PROBE: How is this reservation made? Over the phone? Through a third party?
21