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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