1. PURE Taqueria
Group 5:
Jenah Bell, Meredith Kilgore, Rebecca Kim, Shawnte Smothers,
and Judith Valzania

2. All About PURE Taqueria:
• Owned by Chris and Michele
Sedgwick
• Opened in 2005
• 6 Unique locations:
• Alpharetta, Woodstock,
Inman Park, Roswell,
Brookhaven and Duluth
• Trendy, modern, authentic
Mexican Cuisine
• Handmade Margarita recipes

3. Current Environment:
• 3.9/5.0 on Yelp.com
• Hip, loud , gas station themed
• Competitive Climate (Mexican Tequila Bar)
• Ceviche*- 3.6/5.0 on Yelp
• El Porton*- 3.9/5.0 on Yelp
• El Toro*- 4.1/5.0 on Yelp
• Demographics:
• Single and married couples
• 21-45
• Income 75k-250k
• Middle-upper class
*All restaurants are within a 5 mile radius

4. What’s the Problem?
Here’s the Opportunity:
• The restaurant is suffering from loss of revenue due to seasonality and
ineffective marketing in the slower months.
• PURE Taqueria should look into seasonal menu items as well as more
proactive marketing strategies for a higher (and wider) involvement in
their social media platforms.

5. PURE’s Strength & Weaknesses:
• Strength’s:
• Convenient locations
• Authentic and appetizing Mexican
food
• Affordable
• Handmade specialty cocktails
• Friendly and attractive wait staff
• Open for brunch, lunch, and
dinner
• Use local and fresh ingredients
• Authentic décor
• Patio for outside dining
• Weaknesses:
• Limited offerings on menu
• Cannot appeal to gluten or
vegetarian diets
• Mixed reviews on YELP
• Weak social media presence
• Guests refer to the restaurant as
“average”
• Small restaurant space
• Rooftop bar is only available at
limited locations

6. PURE’s Threats & Opportunities:
• Threats:
• Their service model can be easily copied,
making it easy to lose their edge.
• When the winter season comes, they have
proven to not be very successful at
maintaining their sales, which puts their
reliability at risk.
• Risk is not setting a strong identity in the
restaurant market and losing value
proposition.
• Having the risk of not portraying the
desired image through social media
• Regular customers not appreciating the
potential changes and deciding on going
to a different establishment
• Not making necessary changes in a timely
manner
• Opportunities:
• Expand their menu to attract new
customers
• Cater to special dietary restrictions their
customers may have
• Invest time and effort in establishing a
strong social media presence
• Establish a loyalty program for their
regular customers
• They have the opportunity to establish
their brand and image as more
modern/trendy Mexican restaurant, with
a more laid back and contemporary vibe.
• Networking and community relations
• Charity support

7. Research Questions:
1. Does PURE Taqueria menu prices attract a specific income
level?
2. Determine which social media platform to invest in order to
advertise our business.
3. What are the differences between our summer target market
and our winter target market?
4. Will a seasonal menu attract more clientele?
5. Does sales revenue differ (in reference to winter months)
across restaurant locations?

8. General Hypotheses:
• Pure Taqueria’s annual sales are suffering due to seasonality, meaning that
during the colder months (November - February) sales drop drastically compared
to the summer months (May– July).
2015
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
133,726.00$
94,210.00$
112,758.00$
146,829.00$
114,957.00$
180,516.00$
207,442.00$
320,210.00$
270,996.00$
208,876.00$
239,024.00$
Drop in Sales (Colder Months)
Increase in Sales (Summer Months)

9. Null & Alternative Hypotheses:
1. Price and Seasons
Null (Ho): Seasons have no impact on price
changes.
Alternate (H1): Seasonal changes have an
impact on pricing.
2. Seasons and Income
Null (Ho): Seasonal changes have no impact
on income level of potential target market.
Alternate (H1): Seasonal changes have an
impact on income level of potential target
market.
3. Price and Income
Null (Ho): Price has no effect on the income
level of potential target market.
Alternate (H1): Price affects the income level
of potential target market.
4. Social Media Presence and Time of Year
Null (Ho): Time of year has no impact on the frequency of
social media impressions
Alternate (H1): Time of year has an effect on the frequency
of social media impression
5. Location and Sales
Null (Ho): Restaurant’s location has no effect on
individual sales.
Alternate (H1): Restaurant’s location has an effect on
individual sales.

10. Data Methods:
For Data Collection Methods, we used 4 types:
Secondary Data
Observational Data
Focus Group
Questionnaire

11. Observational Data
Average
Temp.
High 70’s
Low 50’s
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Ethnicity
Ethnicity
0%
10%
20%
30%
40%
50%
60%
70%
Male Female
Gender
Gender
0%
10%
20%
30%
40%
50%
60%
70%
Married Single
Marital
Status
Marital Status
$0
$10
$20
$30
$40
$50
$60
$70
$80
Families of
4
Single
Spending
Pattern
Spending Pattern
0
10
20
30
40
50
60
70
80
Married Single
Table
Turnover
(min)
Table Turnover (min)

12. Focus Group Respondent Profile:
Number of respondents per focus
group
8 people
Duration of Focus Group 1 hour
Age Range 20-45
Characteristics • Majority undergraduate/graduate students
• Minority have had industry experience
• Outgoing and answered questions quickly
Group Dynamic Supportive of each other’s opinions but were open to sharing their own
thoughts. Usually agreed with each other

13. Focus Group Response
Top Questions Top Response
Do you have different restaurant preferences for each seasons? 1. Mexican is more of a summer food and southern food is more for the
winter
2. No, but they do tend to stay indoors during colder seasons.
Think of your favorite restaurant, how did you hear about it? 1. Friends and family
2. Yelp, looked the menu up online
Do you follow your favorite restaurant on social media? 1. Yes, most of them found their restaurants on social media i.e. Instagram
and Facebook
2. No, they don’t know if the restaurant has a social media page
Do promotions and sales offered on their social media prompt
you to go eat at the restaurant?
1. Yes, exclusive discounts and sales makes you go out to the restaurant but it
can’t be too often. If it is going to be
What social media do you use the most often? 1. Instagram
2. Facebook
3. Snap Chat
Do you find that having a seasonal menu is more attractive for
a restaurant, if so why?
1. Yes, for example Starbucks Pumpkin Spice Latte. Having select menu
with a limited time makes them go out to get it before it’s gone.

14. Focus Group Findings:
Question Findings
Do you have different restaurant preferences for each seasons? There are no special preferences for each season but they associate Mexican
food with summer.
Think of your favorite restaurant, how did you hear about it? If it’s not from word of mouth they look for restaurants to try out on their own.
Meaning they search for big online presence and social media presence,
especially Instagram to look at the pictures and comments.
Do you follow your favorite restaurant on social media? They often had hard times finding information about a restaurant they heard of
to get the phone number or open hours, but following them on social media
made it easier to get information quick. Some of them didn’t know if the
restaurant had a page for Instagram or Facebook
Do promotions and sales offered on their social media prompt
you to go eat at the restaurant?
Having too many sales can make them feel that there will always be a sale and
would not go to that restaurant as often. Having limited time menu options or
consistent day of the week promotions really attracts them to the restaurants
(Moe Mondays)
What social media do you use the most often? Instagram was the most popular because they have pictures of each menu item,
ordering before knowing what it looks like is the hardest for them
Do you find that having a seasonal menu is more attractive for
a restaurant, if so why?
Seasonal menus makes them wait which makes them want to go even more,
having a different menu each season makes it more fun for them to go to the
restaurant to and try different menu options. Some of them only preferred
regular menu items but they were people who didn’t like to try new things

15. Questionnaire
We had a quick and easy online
and paper questionnaire with
eleven questions based on Pure
Taqueria

16. Data Analysis Techniques: Correlation
Income vs. Season Income vs. Price
Annualincome TimeofYear
Annualincome 1
TimeofYear -0.081129275 1
Annualincome Price
Annualincome 1
Price -0.242697911 1
Because the Correlation coefficient is negative we can determine that there is a negative relation
between each variable.
https://www.currentresults.com/Weather/Georgia/Places/atlant
a-temperatures-by-month-average.php

17. Data Analysis Techniques: Regression
SUMMARY OUTPUT Regression Analysis Weather vs. Sales
Regression Statistics Sales=67.49+0.04*Temp
Multiple R 0.010973391
R Square 0.000120415
Adjusted R Square -0.017118888
Standard Error 44.11676096
Observations 60
ANOVA
df SS MS F Significance F
Regression 1 13.59468687 13.59468687 0.006984929 0.933681432
Residual 58 112884.7386 1946.288597
Total 59 112898.3333
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 67.49418039 32.48001723 2.078021693 0.042143015 2.478362005 132.5099988 2.478362005 132.5099988
Weather 0.037160875 0.444636335 0.083575885 0.933681432 -0.85287545 0.9271972 -0.85287545 0.9271972
If the weather doesn’t change then sales for the company will be 67.49 (x100). Every increase in temperature will increase
store sales by 0.04(x100)

18. Data Analysis Techniques: Paired t-test
t-Test: Paired Two Sample for Means
Social Media Presence Time of Year
Mean 3.24 2.82
Variance 2.920816327 2.55877551
Observations 50 50
Pearson Correlation 0.501356201
Hypothesized Mean Difference 0
df 49
t Stat 1.794685851
P(T<=t) one-tail 0.039436778
t Critical one-tail 1.676550893
P(T<=t) two-tail 0.078873556
t Critical two-tail 2.009575237
Because the two-tail is greater than 0.05 we accept the alternative hypothesis.
Right Tail-The sample mean of Social Media Presence is greater than Time of Year and the one-tail test is less than 0.05 so we
reject the Null.
Left Tail- The sample mean of Time is less than Social Media and the one-tail is less than 0.05 so we reject the null.

19. Data Analysis Techniques: F-Test
Anova: Single Factor
SUMMARY
Groups Count Sum Average Variance
Sales Duluth 60 4210 70.16666667 1913.531073
Sales Roswell 37 2275 61.48648649 1974.812312
Sales Inman Park 48 3905 81.35416667 1669.935727
ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 8474.202877 2 4237.101439 2.292257372 0.104765382 3.059830689
Within Groups 262478.5557 142 1848.440533
Total 270952.7586 144
The P-Value is greater than 0.05 so accept the alternative that at least one mean is different than the others.

20. Our Recommendations:
#1:
Social Media involvement.
Making sure Pure creates a
strong presence in popular
social media platforms to
maintain a stronger
relationship with customers
and build loyalty. It will also
improve customer outreach for
seasonal discounts, specials,
and events.
#2:
Networking and Community
Relations.
Pure will hold events in their
local areas, festivals, and
communities, this will help build
a stronger brand in image within
their locations.
#3:
Implementing new
discounts/specials/events
specifically for the winter
months.
Focusing on improving
customer interest during the
winter months when sales tend
to drop. Examples: College
night with half off appetizers to
attract/maintain younger
crowds, Kids eat free 2 nights a
month to attract/maintain
families.

21. Work Cited:
• Donathan, Bobby. "PURE Taqueria | Authentic Mexican Taqueria | Atlanta - Alpharetta -
Woodstock,GA & Matthews, NC | Be Sure with Pure!" PURE Taqueria | Authentic Mexican Taqueria
| Atlanta - Alpharetta - Woodstock,GA & Matthews, NC | Be Sure with Pure! Word Press, n.d. Web. 18
Apr. 2016.
• Rubbin, Andrea. "Pure Taqueria- Roswell." Yelp.com. Yelp, 8 May 2006. Web. 18 Apr. 2016
• Smothers, Shawnte V. "PURE Taqueria Online Survey." Qualtrics. Georgia State University, 11 Apr.
2016. Web. 18 Apr. 2016. https://gsu.qualtrics.com/jfe/form/SV_9t93Ev70JbhO549