Measurements of flows in marketing research

1. Reasons for the fall
financial indicators of a pizzeria
Please note that all data in the report has been changed and serves for demonstration purposes only

2. General information about the study
TA R G E T
P R O J E C T
Determining the causes of insufficiently high /
falling financial indicators of the Pizzeria, separating
the effect of the general market decline from other
causes
TA S K S
• Determination of the portrait of the target audience of the Pizzeria
• Determination of the composition of the passing audience
• Evaluation of the popularity of the Pizzeria among the
representatives of the target audience
• Evaluation of the visibility and memorability of Pizzeria advertising
among the target audience
• Satisfaction of the target audience of the Pizzeria
• Assessment of the city's delivery market
G E O G R A P H Y
_________
O B J E C T S O F
R E S E A R C H
Individuals
M E T H O D O F
R E S E A R C H
SurveyF2F, telephone
survey, patency
measurements
S A M P L E S I Z E
700 respondents,
Flows measurements:
a week
T I M E L I N E S
2
February 2023

3. 3
Research hypotheses
1. Strong competitors located nearby
2.Low level of recognition of the Pizzeria in the city
3. Low passability of the place and inappropriate target audience passing audience
4. Oversaturation of the pizza market in the city
5. Low level of service in the Pizzeria

4. 4
Portrait of the target audience in the city
A typical representative of the target audience (pizza consumers) in the city is a woman under the age of 30, by occupation she is
a specialist or a student
Male Female TOTAL
Under 18 14.1% 9.2% 10.9%
18-25 years
old
25.4% 35.4% 31.8%
25-30 years
old
36.6% 33.8% 34.8%
30-35 years
old
23.9% 21.5% 22.4%
TOTAL 35.3% 64.7%
1,0%
2,5%
5,0%
9,0%
9,0%
9,5%
10,6%
19,6%
33,7%
N=700
Single/Single ***%
Married/married ***%
Widower/widow ***%
Divorced ***%
Specialist with higher education
Student
Worker
Entrepreneur
Housewife
middle manager
Enterprise manager
Unemployed
Serviceman

5. 5
➢ Most TA representatives visit pizzerias
several times a month (1-2 times)
➢ Most often (2-3 times a month) pizzerias
are visited by people aged 30-35 years
4,0%
6,5%
15,4%
21,4%
25,4%
27,4%
Almost every
day
2-3 times a
week
Once a week
2-3 times a
month
Once a month
or less
I mostly use delivery
services.
Under 18 4.5% 0.0% 22.7% 22.7% 45.5% 4.5%
18-25 years old 7.8% 6.3% 18.8% 20.3% 21.9% 25.0%
25-30 years old 2.9% 8.6% 12.9% 25.7% 28.6% 21.4%
30-35 years old 0.0% 6.7% 11.1% 33.3% 24.4% 24.4%
Portrait of the target audience in the city
N=700
Once a month or less
2-3 times a month
I mainly use the delivery service
Once a week
2-3 times a week
Almost every day

6. 6
➢ Most CA representatives visit pizzerias
and sushi bars
➢ Younger people visit mostly pizzerias
and fast food restaurants
5,5%
12,4%
12,9%
15,4%
21,4%
78,6%
TOTAL Under 18 18-25 years old 25-30 years old 30-35 years old
Pizzerias 78.6% 95.5% 75.0% 78.6% 75.6%
Sushi bars 21.4% 9.1% 32.8% 22.9% 8.9%
Canteens 15.4% 18.2% 18.8% 12.9% 13.3%
Fast food, burgers 12.9% 31.8% 12.5% 11.4% 6.7%
Street food 12.4% 4.5% 23.4% 8.6% 6.7%
Other 5.5% 0.0% 12.5% 2.9% 2.2%
Portrait of the target audience in the city
N=700
Pizzerias
Sushi bars
Canteens
Fast food with burgers
Street food
Other

7. 7
Portrait of a passing audience (st. ****, ***),
share of traffic hitting the target audience
➢ In terms of gender distribution, the structure of
the target audience according to the results of the
two types of surveys and measurements does not
differ.
Female Male
Telephone survey 64.7% 35.3%
Flow measurement 61.7% 38.3%
In-restaurant survey 63.9% 36.1%
2,9%
18,3%
27,6%
19,8%
10,5%
9,2%
6,8%
2,9% 1,9%
1,9%
38,1%
35,2%
14,3%
3,8% 4,3%
1,0% 1,0% 0,5%
Пешеходы Целевая аудитория
N=700
Under 14 years old 14-19 years old 20-25 years old 26-31 years old 32-37 years old 38-43 years old 44-49 years old 50-55 years old 56 years and older
Traffic nearby Target audience

8. 8
Passing people flow(str. ***, ***)
➢ The average number of people passing by the Pizzeria per day (from 11 to 20) is 2,849 people. Among them there are
more women as well as people aged 14-30 in general, which fully corresponds to the target audience. Moreover the
pizzeria the target audience comes specially
➢ The level of traffic at the specified address can be considered quite low. For comparison, a similar level of traffic is
observed in 1.5-2 hours in _____ in the city center
Men Women TOTAL
Up to 14 years old 43 41 84
14-19 years old 230 292 522
20-25 years old 356 430 786
26-31 years old 168 395 563
32-37 years old 94 206 300
38-43 years old 73 189 262
44-49 years old 73 120 193
50-55 years old 32 52 84
56 years and older 21 34 55
TOTAL per day 1090 1759 2849
N=700

9. 9
Pizzeria fame rating among the target audience
➢ By indicator top-of-mind Pizzeria ranks ***
in the competitive ranking
➢ Indextop-of-mind is 5.0%
➢ Induced fame - 32.8% (*** place in the
ranking), which is not enough to gain a
strong position in the market
No. Name Top-of-mind Induced fame
1 Pizza Rio 51.7% 74.1%
2 maya pizza 23.9% 47.3%
3 Papa Johns 14.9% 65.2%
4 mr pizza 11.4% 11.4%
5 Tomato 6.0% 57.7%
6 pepperoni 5.5% 5.5%
7 "Pizzeria" 5.0% 32.8%
8 PizzaRU 5.0% 20.4%
9 Pizza King 4.0% 23.9%
10 Trattoria 4.0% 4.0%
11 Panda 2.0% 2.0%
12 Pasta Mom 2.0% 2.0%
13 Om-Nom-nom 1.5% 1.5%
14 Master Pizza 1.0% 1.0%
15 peoples 1.0% 1.0%
16 Pizza on Frunze 1.0% 1.0%
17 Anjoy 1.0% 1.0%
18 ItalianoPizza 0.0% 20.9%
19 Other 8.5% 8.5%
Difficult to answer 4.5% 5.5%
*Sufficient level for a new Pizzeria top-of-mind is 15-20%, induced fame - about 50%
N=700

10. 10
Assessment of target audience engagement
➢ 2.0% of respondents visit Pizzeria
➢ The largest number of respondents visit
Pizza Rio (39.3%) and
Maya pizza (22.4%)
Name Attendance
Pizza Rio 39.3%
Maya pizza 22.4%
Tomato 12.9%
Papa Johns 5.5%
PizzaRU 3.5%
Mr pizza 2.5%
"Pizzeria" 2.0%
Trattoria 1.5%
Pepperoni 1.0%
Pasta Mom 1.0%
Om-Nom-nom 0.5%
Other 4.0%
Difficult to answer 4.0%
4,0%
4,0%
0,5%
1,0%
1,0%
1,5%
2,0%
2,5%
3,5%
5,5%
12,9%
22,4%
39,3%
N=700
Pizza Rio
Maya pizza
Tomato
Papa Johns
Hot pizza
Mr pizza
New York pizza
Trattoria
Pasta Mom
Pepperoni
Om-Nom-nom
Don’t remember
Other

11. 11
Assessment of target audience engagement
➢ Against the background of a relatively high indicator of induced fame of Pizzeria, the share of visitors is very
low - 2.0%
➢ The best ratio of knowledgeable and visitors is in Pizza Rio and Maya Pizza
74,1%
47,3%
57,7%
65,2%
8,5%
5,5%
20,4%
11,4%
32,8%
4,0% 5,5%
2,0% 1,5%
23,9%
39,3%
22,4%
12,9%
5,5% 4,0% 4,0% 3,5% 2,5% 2,0% 1,5% 1,0% 1,0% 0,5% 0,0%
Наведенная известность Посещаемость
N=700
Pizza Rio Maya Pizza Tomato Papa John’s Other Don't Know Pizzahot Mr Pizza New York Pizza Trattoria Pepperoni Pasta Mom Om-Nom-nom Pizza King
Induced fame Attendance

12. 12
Assessment of target audience engagement
➢ The visitors of the Pizzeria most of all
appreciate the convenient location,
reasonable prices, atmosphere and a wide
selection of dishes.
0,5%
0,5%
0,5%
0,5%
4,0%
12,9%
15,4%
16,9%
17,9%
30,3%
40,3%
Pizzeria Pizza Rio maya pizza Tomato
Convenient location 50.0% 55.7% 53.3% 57.7%
Acceptable prices 50.0% 38.0% 51.1% 26.9%
Do you have favorite items on
the menu?
25.0% 24.1% 13.3% 23.1%
Good level of service
0.0% 16.5% 17.8% 15.4%
I like atmosphere 25.0% 13.9% 33.3% 38.5%
A wide selection for every taste
25.0% 13.9% 20.0% 26.9%
N=700
Convenient location
Acceptable prices
Do you have favorite items on the menu?
I like atmosphere
A wide selection for every taste
Good level of service
Quality and taste
Round the clock work
Game Zone
Possibility to take away
There are always free tables

13. 13
Assessment of target audience engagement
➢ Among those who go to pizzerias, only 28.5%
answered that they know where the Pizzeria is
located
*22.4% of all respondents know where they are
Pizzeria and 2.0% go to it
➢ Among those who go to pizzerias, only 8.2% said they noticed
Pizzeria promotions.Of these, 15% remembered the action "Buy a
pizza, the 2nd one is free". The rest memorized individual
advertising channels: outdoor billboards, TV, radio, leaflets,
Internet, signs.
*6.5% of all respondents noticed promotions
pizzerias,and 2.0% go to it
N=700
I don't know, I don't remember,
71.5%
Outdoors ____, 28.5%
Didn't notice promotions, 91.8%
Saw Pizzeria promotions, 8.2%

14. 14
Assessment of satisfaction of the target audience Pizzeria
Satisfaction index NPS among visitors is 47.6%, which is a high figure (average NPS is about 20-25%)
0,5%
0,5%
1,6%
0,5%
4,7%
5,8%
9,9%
15,2%
17,8%
43,5%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0%
N=700
10 points
9 points
8 points
7 points
6 points
5 points
4 points
3 points
2 points
1 point

15. 15
Assessment of satisfaction of the target audience Pizzeria
➢ Most of the visitors who are satisfied with the
Pizzeria are satisfied with its location, quality of
service, atmosphere and price level.
0,5%
1,0%
1,6%
2,1%
2,6%
40,8%
44,0%
72,3%
81,2%
88,5%
89,5%
0,6%
0,6%
0,6%
0,6%
1,3%
1,3%
1,3%
1,3%
1,3%
1,9%
2,5%
5,1%
5,1%
8,2%
9,5%
12,7%
19,0%
27,2%
➢ Most of the visitors who are NOT satisfied with Pizzerias
are not satisfied with the narrow assortment, price level,
the absence of certain dishes on the menu (ice cream,
pies, soups, drinks).
N=700
Not good assortment of food
Price level
Certain menu items
Location
Situation
Food quality
Quality of service
No WiFi
Bad furniture
Shared toilet
No waiters
No menu on the tables
No spoons
Music
Too bright lighting
Table arrangement
Wardrobe work
Working hours
Location
Quality of service
Situation
Price level
Wide selection of food and drinks
Certain menu items
Like the taste
Waiters
Promotions: Combo
Music
Feedback

16. 16
Evaluation of pizza delivery market indicators
➢ 63.2% of respondents use the pizza delivery service at
least once every three months
Name share
Pizza Rio 36.8%
Papa Johns 11.1%
Dad del Pizza 7.7%
Panda 6.8%
Mr pizza 5.1%
Good meal 4.3%
Meiklove pizza 3.4%
Sakura 3.4%
Tomato 2.6%
N-joy 2.6%
Columbia pizza 2.6%
Yestoday 1.7%
Maya pizza 0.9%
Pizza King 0.9%
Italian Pizza 0.9%
Other 9.4%
➢ The largest number of respondents order pizza delivery in
Pizza Rio (36.8%), Papa John's (11.1%) and Papa Del Pizza
(7.7%) are also popular.
➢ The pizzeria was not mentioned in this case.
I use delivery, 63.2%
Do not use delivery,
36.8%

17. 17
Evaluation of pizza delivery market indicators
10,0
9,5
9,0
8,4 8,0
7,3 7,0
➢ The highest level of satisfaction was rated by customers Italiano-pizzas, market leaders Pizza Rio and Papa
John's also scored high with 8.4 points out of 10 and 9.5 points respectively.
*Scores are given in points on a 10-point scale
N=700
Italian Pizza Papa John’s Maya Pizza Pizza Rio n Joy Tomato Pizza King

18. 18
Evaluation of pizza delivery market indicators
➢ The largest number of respondents
order pizza delivery every 2-3 months
(59.1%), another third of respondents
use the delivery service several times a
month (30.7%)
➢ Average check is 9 Euro and 32.3% of
respondents pay 6-8 euros for a pizza
and another 31.5% - from 8 to 12 euros
➢ Average waiting time of delivery is 1-2
hours (61.0%). 28.0% of respondents
wait less than an hour for delivery
1,6%
3,9%
4,7%
30,7%
59,1%
N=700
Once every 2-3 months
Several times a month
Only on holidays
Once every six months or less
Few times a week
6-8 euros, 32.3%
8-12 euros, 31.5%
12-15 euros, 10.2%
More than 15 euros, 26.0%

19. 19
Estimation of the pizza delivery market capacity
➢ The population of the city is 557,159 people
➢ Of these at the age corresponding to the target audience of the delivery market - 20.84%
➢ According to the survey data, the proportion of residents who visit fast food pizzerias at least occasionally is 34.0%.
Of these, 63.2% use the delivery service.
➢ The frequency of visiting fast food pizzerias or pizza delivery is on average 1.5 times a month.
➢ The average pizza delivery cost is 9 euros.
➢ Thus, the capacity of the pizza delivery market in the city can be estimated at 33 million euro per year.
N=700
Male, ***%
Female, ***%
25-30 years, ***%
18-25 years old, ***%
Under 18, ***%
30-35 years, ***%

20. 20
Summary
According to the research hypotheses:
1. Strong competition - the hypothesis is confirmed
✓ The nearby Maya Pizza has a much higher brand score: top-of-mind -23.9%, induced fame - 47.3%. The share of visitors is much higher -
22.4%. Maya pizza is preferred due to the price level, the level of service and the wide range of dishes, as well as the pleasant atmosphere.
2.Low level of recognition in the city - the hypothesis is confirmed
✓ Index top-of-mind of Pizzeria is 5.0% (average market is 15%-20%), induced fame - 32.8% (normal figure - above 50%), the share of TA
representatives who know where the Pizzeria is located - 28.5%. These are low figures compared to competitors. The share of visitors is also
very low – 2.0%.
3. Low passability of the place and inappropriate target audience for the passing audience- the hypothesis is partially confirmed
✓ The composition of the passing audience corresponds to the target audience. However throughput remains at a low level of 2,849 people per
day
4. Oversaturation of the pizza market in the city - the hypothesis is not confirmed
✓ According to survey statistics (including refusal to participate in the survey due to non-attendance at fast-food and non-consumption pizza),
on the contrary the towns’ people love pizza and actively consume it (more often than sushi). At the same time, spontaneous popularity is
high only in four Pizzerias
5. Low level of service in the Pizzeria - the hypothesis is not confirmed
✓ According to a survey conducted by the Pizzeria loyalty index NPS is 47.6%, which is a very high figure (average market NPS is 20-25%).
Because of the survey in exchange for a gift NPS may be overestimated, but not essential (not in 2 times)