BBQ Chx Sandwich Needs Analysis

Busan City Park has an international festival every May, which highlights performances, crafts, and foods from different countries. The smells caught my attention, but unfortunately the tastes didn’t match the smell. But it did give people an opportunity to sample foods from other countries. One tent represented America, and it was also a disappointment in what they offered. They had cheap hot dogs and hamburgers, which didn’t make sense because Korea already has many hamburger and hot dog franchises with products better than what was offered at the festival. Something fresh and different that represented America seemed to be more appropriate. I thought that if I was here next year I would put in an application to participate as a vendor.

The original idea that I had was a was a steak and cheese sandwich, but instead opted for a BBQ pork or chicken sandwich for several reasons. The first reason was price. I’ve lived in Korea for ten years and beef has always been expensive compared to pork and chicken. In addition, a good steak and cheese requires ribeye meat which would further drive up costs. Pork and chicken is not only cheaper, but the taste is familiar to Korean people. Throughout Korea there are many choices in fried chicken and BBQ restaurants. Thus a BBQ pork or chicken sandwich would be an easy transition. The main adjustment would be the unfamiliar spices and sauces, which could negatively affect its appeal. Pho (Vietnamese noodle soup) in Korea has this problem. The characteristics of the soup doesn’t match Korean people’s taste, and so these restaurants are not particularly popular. An American BBQ sandwich may face a similar rejection. (Note: The preparation would include making the sauce from scratch.) For this reason I wanted to do an evaluation to clarify if a market would support the product. If results were positive, it would then be worthwhile to continue this venture. To make the determination I needed answers to the following questions:

  • Is the BBQ sandwich agreeable to Korean people’s tastes?
  • What are some tips for improving the taste?
  • Would they be willing buy the sandwich at a fair and reasonable price?
  • What would be a fair and reasonable price?
  • What is the average age?
  • What is the gender distribution?

This process used to create the sandwich so that it could be tested for feedback was borrowed from websites that specialized in restaurant and food service. The first stage was to conceptualize the menu item. Second was to refine it and have it taste tested by a select number of individuals. In the third stage the sandwich would be further revised until it was ready to be reviewed by people using a survey. The survey was created using an online application accessible by a mobile device and using the link. https://www.surveymonkey.com/r/FYQVVK5

Data collected from the survey would most likely be from people that I know.  An article on statistics recommended a sample size of least 100 to get data that’s useful and accurate. I will probably skip this because of lack of time and resources such as costs for ingredients, equipment, and preparation times. If collecting data was needed to do a formal report, it would then make sense to use the festival as the venue to collect data. There would be many people from different parts of the city converging in one location, a similar reason as to why Orlando is coveted location for restaurant companies to do tests for product development.

References and notes:
http://wornick.com/knowledge/what-consumers-want/
Site talked about needs of consumers in reference to food: taste, freshness, nutrition, and value.

http://www.fastcasual.com/articles/menu-product-development-takes-patience-collaboration/
Article provides additional insight on development process of introducing a new menu item. It’s important to use systematic process; consumer feedback; are they willing buy product

http://www.theretailingmanagement.com/?p=1038
Explains how corporate introduces a new menu item: ideas start in the kitchen; either at corporate office or from franchise owner; sometimes they invite customers to share recipe ideas

http://ctb.ku.edu/en/table-of-contents/assessment/assessing-community-needs-and-resources/conducting-needs-assessment-surveys/main
Overview of a needs assessments:

Boulmetis, J & Dutwin, P. (2011). The ABCs of Evaluation: Timeless Techniques for Program and Project Managers. : Jossey-Bass.

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