RECURRING THEMES
There were many recurring themes throughout our interviews. We have condensed our findings into 7 succinct insights.
Quality Location
City, Neighborhood, Street. Location makes a big difference for this target audience. Feeling like they’ re in a trendy area makes a date night feel even more special. Many participants said that location could determine if they would return to a restaurant. In addition, we learned that Ruth’ s Chris does not always have consistent locations. While some are snuggled up next to swanky hotels, others are attached to strip malls with less than ideal highway buzz in the background.
Source of Recommendations
We found that Yelp reviews and suggestions from friends and family were primary factors when deciding which fine-dining restaurant to choose. Yelp is used to check price points, examine potenital service, and find that gem of an up-andcoming fashionable restaurant. The opinions of friends and family are highly valued because they are trusted and respected by consumers.
Social Media
Our participants are not heavy social media users. Although they constantly recieve content through apps and websites, they normally aren’ t the ones creating it. Facebook, Instagram and Snapchat are used periodically, but making posts is not a central part of their night out.
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