Pre-Dining Attitudes( 4 minutes)
• For what occasions would you go to a fast casual restaurant( Chipotle) vs a fine dining restaurant? o LISTEN FOR: Special occasions, loyalty programs, need a good meal, social media, vacation, business dinner
• How do you choose a fine dining restaurant? o LISTEN FOR: Personal recommendation, social media, price, tradition, experience / ambiance o PROBE: What role does happy hour play in your decision? o PROBE: Where do you get information about these restaurants? / What inspires you to go there?( social media? Word of mouth? Tradition? Etc.) o PROBE: Does it depend on who you are going with?
• What are your expectations for when you visit a fine dining restaurant? o LOOK FOR: Service, experience, status, quality o PROBE: Describe to me what the restaurant looks like …
In-Dining Attitudes( 5 minutes)
• What do you typically order? o LISTEN FOR: Seafood, steak, cocktails, wine, full course, shareables o PROBE: Do you look for specials / seasonal offerings?
• How important is price to you when choosing a menu item? o PROBE: Do you mind spending more than usual?
• What stops you from going to a fine dining restaurant? o LISTEN FOR: Price, location, associations
• What role does social media play in your night out? o PROBE: If they say it doesn’ t: Would you post a photo on Facebook / Instagram / Snapchat?
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