Fairwood Fast Food Restaurants

BUSI2045 Section 4 Group 4
Fairwood
Cheng Cheuk Fung 20232357
Chan Yuk Ki 20228848
Tong Ming 20228678
Wong Ching Yiu 20203632
Wong Sze Wan 20227140
Table of Content
1. Background (Reason of choosing Fairwood, Data Analysis Tools, etc.)
2. Customers’ view & Brand Reputation
3. Recommendations
4. References
Background
● Fairwood is a HK fast food chain that offers Chinese and Western food
● The menu changes throughout the day and splited into 4 meal times:
Breakfast, Lunch, Afternoon Tea and Dinner
● The entire menu is evaluated and rotated on a weekly basis
● Cycles around over 200 dishes
● Established a central food processing center in 1981 to ensure the
stability of food quality and the improvement of kitchen efficiency
Reasons of choosing Fairwood
❖ Common fast-food restaurant
❖ Quality of food is decreasing
❖ Price of food increase
Data Analysis
RStudio
❏ Bar charts
❏ Pie charts
Data Collection
QuestionPro
❏ Online Survey
https://hkbu.questionpro.com/fairwoodG
roup4
Results
Data Collection
QuestionPro
➔ 17 questions in total
➔ 3 main aspects:
1. Habit on fast-food restaurant
2. Rating on fast-food restaurant
3. General Information
Analysis
66% people visit fast food restaurant 0 to 2 times per
week.
56% people accept prices from $41 to $50.

df3<-as.data.frame(d1$Which.of.the.following.resta
Brands
urants.do.you.go.to.most.often.)
df3<-na.omit(df3)
df3<-as.data.frame(table(df3)/49)
colnames(df3)<-c('Var3','Freq3')
ggplot(df3,aes(Var3,Freq3))+
geom_bar(stat="identity",aes(fill=Var3))+
labs(title="Which of the following restaurants do
you go to most
often",x="Brand",y="Percentage",fill="Brand")+
scale_x_discrete(labels=c("Fairwood","Cafe de
Coral","Maxim's MX"))+
scale_fill_discrete(labels=c("Fairwood","Cafe de
Coral","Maxim's MX"))
● We can see that Fairwood

is overwhelming
● by 63.31% as the leader

Food quality & types
● Customers are satisfied with quality & types of food
dfd1<-as.data.frame(d2$Foodquality)
dfd1<-na.omit(dfd1)
dfd1<-as.data.frame(table(dfd1)/45)
colnames(dfd1)<-c('Satisfaction','Freqd1')
ggplot(dfd1,aes(x="",y=Freqd1,fill=Satisfaction))+
geom_col()+ 25 participants satisfied(55.56%)
coord_polar(theta="y")+ 13 participants below Neutral (28.9%)
theme_void()+
scale_fill_manual(values = c("grey","grey","blue","grey"))+
ggtitle('Food quality')+
geom_label(aes(label=Satisfaction),color="white",position=position_stack(vjust=0.5)
,show.legend=FALSE)+
theme(plot.title=element_text(hjust=0.5))
22 Participants rated satisfied (48.89%)
Over half of them rated Neutral or
below
(51.11%)
Service Attitude
● Customers are not satisfied with service attitude.
dfd3<-as.data.frame(d2$Serviceattitude)
dfd3<-na.omit(dfd3)
geom_col()+
coord_polar(theta="y")+
theme_void()+
ggtitle('Service Attitude')+
geom_label(aes(label=Satisfaction),color="white",position=position_st
ack(vjust=0.5),show.legend=FALSE)+ Only 46.67% Participants rated satisfied
theme(plot.title=element_text(hjust=0.5)) Around 53.33% rated neutral or below
Price
● Customer are not very satisfied with cost-effective.
dfd4<-as.data.frame(d2$CostEffective)
dfd4<-na.omit(dfd4)
geom_col()+
theme_void()+
ggtitle('Cost-effective')+
geom_label(aes(label=Satisfaction),color="white",position=position_stack(vjus
t=0.5),show.legend=FALSE)+
45.65% participants rated satisfied

54.35% participants rated neutral or below
Comfort level of the store
● Customers are satisfied with the overall comfort of the store. (e.g. tables and
chairs, air-conditioning, hygiene, etc)
55.56% participants rated satisfied

44.44% participants rated neutral or below
Convenience of Location
● The majority of customers are satisfied with the convenience of the location.
dfd6<-as.data.frame(d2$Convenienceoflocation)
dfd6<-na.omit(dfd6)
geom_col()+
theme_void()+
ggtitle('Convenience of location')+
geom_label(aes(label=Satisfaction),color="white",position=position_stack(vjust=
0.5),show.legend=FALSE)+
27 participants rated satisfried (57.45%)

42.55% rated neutral or below
Overall Rating - Brand Reputation
● Generally, Fairwood rating is higher than Cafe de Coral & Maxim’s MX.
37 participants rated No.1 which is 82.22%, average Rank is 1.29 which is most closer to 1.
Relationship (Brand Reputation)
Relationship between age and brand reputation (love or hate it)
Null hypothesis (H0) : There is no any relationship between age and brand reputation.
Alternative hypothesis (H1) : There is relationship between two variables.
data: d1$What.is.your.age. and d1$What.do.you.think.of.Fairwood.according.to.your.overall.interest.

t = 4.3297, df = 61.982, p-value = 5.551e-05
alternative hypothesis: true difference in means is not equal to 0
95 percent confidence interval:
0.2631744 0.7146033
sample estimates:
mean of x mean of y
1.600000 1.111111
As P-value is lower than 5%, the null hypothesis can be rejected.
Hence, there is relationship between age and brand reputation.

Relationship (Brand Reputation)
Relationship between monthly income and brand reputation (love or hate it)
Null hypothesis (H0) : There is no any relationship between monthly income and brand reputation
Alternative hypothesis (H1) : There is relationship between two variables.
data: d1$Your.monthly.income.level. and d1$What.do.you.think.of.Fairwood.according.to.your.overall.interest.

t = 2.473, df = 63.913, p-value = 0.01607
alternative hypothesis: true difference in means is not equal to 0
95 percent confidence interval:
0.05124512 0.48208821
sample estimates:
mean of x mean of y
1.377778 1.111111
As P-value is lower than 5%, the null hypothesis can be rejected.
Hence, there is relationship between monthly income and brand reputation.

Overall Interest - Brand Reputation
● Customers are very positive about Fairwood's overall interest, about
89% of them chose "Love It".
↓ service, cost-effectiveness
All sub-items > Café de Coral & Maxim's MX

● Supported by the vast majority of young people
● Business image and reputation are good
● ESP: lower income (<$10,000 to $ 15000 monthly)
Improvement - 4P: Price
Price
➢ Acpected average fast food price: $41-$50 (56%)
➢ Mainly above $50 for dinner
➢ Consumer favourite food (Ah Wood Sweet Corn and Diced Pork, Ah Wood Baked Pork Chop
with Rice) is in average
➢ Lower sales for food that above $50
Above $50:
Consumer favourite food:
Improvement - 4P: Price
Price
➢ Recommendation: Lower the price of other food
➢ More consumer try other types of food
➢ Attract new consumers (No MSG added)
➢ Higher profit
Improvement - 4P: Place
Place
According to the survey result
➔ 68.09% of the participants chose Fairwood has the most convenience
locations among 3 different fast food restaurant
With the aim to remain this advantages

➔ Fairwood should continue growing by opening new branches in populated
areas
Improvement - 4P: Place
Place
N.T.
❖ The amount of branches is less than
other district
❖ Expanding more at place like Mong Kok,
Yau Ma Tei and Tai Kok Tsui
❖ One of the most popular place in Hong
Kong and usually teenagers love
hanging around there
Improvement - 4P: Product
Product
The Top 3 favourite food in the survey
1. Binlo（打邊爐）
2. Pork Chop Rice（阿活焗豬扒飯）
3. Pork with Creamed corn（粟⾁⾁粒飯）
Improvement-4P: Product
Product
Trump Dishes
❏ Keep these dishes on menu at anytime

❏ Create new dishes with the elements of this 3 dishes
E.g. Creamed corn with Pork Chop rice
❏ Provide strict requirement on the quality of this 3 dishes

❏ Keep improving on the taste with the aim to increase the cost-effectiveness
Improvement - 4P: Promotion
Promotion
➔ Target customers are mainly teenagers
➔ Customers are dominated as
the range from<20 to 30
➔ More than half is <20
➔ To attract more teenagers:
Promoting IG to reach out to
youth to the greatest extent
possible
Improvement - 4P: Promotion
Promotion
Social media Instagram
Present
IG page created by fans
Suggestion
Create IG page officially
★ Promote different new dishes

★ New discount
★ Do advertising
★ Promote the mobile apps of Fairwood
References
Fairwood Holdings. (n.d.). Retrieved December 1, 2022, from
https://www.fairwoodholdings.com.hk/en
Our menus. Fairwood. (n.d.). Retrieved December 1, 2022, from
https://www.fairwood.com.hk/en/food_menus?tab=dinner
Thank You

Fairwood Fast Food Restaurants

Uploaded by

Copyright:

Available Formats

Fairwood Fast Food Restaurants

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Fairwood Fast Food Restaurants

Uploaded by

Copyright:

Available Formats

BUSI2045 Section 4 Group 4

1. Habit on fast-food restaurant

2. Rating on fast-food restaurant

56% people accept prices from $41 to $50.

● We can see that Fairwood

● by 63.31% as the leader

45.65% participants rated satisﬁed

55.56% participants rated satisﬁed

27 participants rated satisfried (57.45%)

Alternative hypothesis (H1) : There is relationship between two variables.

data: d1$What.is.your.age. and d1$What.do.you.think.of.Fairwood.according.to.your.overall.interest.

As P-value is lower than 5%, the null hypothesis can be rejected.

Hence, there is relationship between age and brand reputation.

Alternative hypothesis (H1) : There is relationship between two variables.

data: d1$Your.monthly.income.level. and d1$What.do.you.think.of.Fairwood.according.to.your.overall.interest.

As P-value is lower than 5%, the null hypothesis can be rejected.

Hence, there is relationship between monthly income and brand reputation.

All sub-items > Café de Coral & Maxim's MX

With the aim to remain this advantages

❏ Keep these dishes on menu at anytime

E.g. Creamed corn with Pork Chop rice

❏ Provide strict requirement on the quality of this 3 dishes

★ Promote diﬀerent new dishes

Our menus. Fairwood. (n.d.). Retrieved December 1, 2022, from

You might also like