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Optimizing Chick-fil-A Location Strategy for Baylor University Students in Waco

This report assesses the potential for a new Chick-fil-A location to serve the Baylor University population in Waco. Currently, existing locations are deemed inconvenient, leading to a study on optimal site selection. Through primary data collection from focus groups and surveys, insights were gathered regarding customers' preferences and competitor analysis. Findings suggest that a new location near La Salle or on Franklin Ave would likely yield the most success and profitability, enhancing accessibility for students who predominantly dine at Chick-fil-A.

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Optimizing Chick-fil-A Location Strategy for Baylor University Students in Waco

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  1. Meredith Bennett David Roach Caitlin Sullivan Wes Woods

  2. Agenda • Background • Main Problem • Research Questions • Methodology • Analysis • Recommendations

  3. Background • Privately owned company • Promotes Christian values • Over 1,606 restaurants in 39 states • Known for the chicken sandwich and waffle fries

  4. Main Problem • Current locations of Chick-fil-A in Waco are inconvenient to the Baylor population. • We are determining where a new location of Chick-fil-A would have potentially the most success in Waco.

  5. Research Questions • Who are the main competitors? • Who predominately eats at Chick-fil-A? • If Chick-fil-A were to expand, where would the preferred location be in Waco?

  6. Secondary Sources • Census Data • Yellowpages.com • Valassis.com • Revelationom.com

  7. Primary Data • Focus Group • 6 males and 4 females • Held in business lobby • Survey • 103 responses • Sent out to approximately 350 people • Selected classmates and acquaintances • Issued through email, twitter, and Facebook

  8. Analysis • Focus Group Findings • 7out of the 10 respondents said they would prefer a location that is closer to Baylor campus. • Some of the suggestions for a new location were by the other food chains, off La Salle, or downtown.

  9. Analysis • Survey • Respondent profile • 76 male • 26 female • 99% age 18-25

  10. Respondent Profile

  11. How satisfied are you with your current Chick-fil-A location? Ho: People are somewhat dissatisfied with the current location. Ha: People are not somewhat dissatisfied with the current location. P value=<0.0001 (p-value in the table=0.000) Significance level= .05

  12. How satisfied are you with your current Chick-fil-A location? Reject Ho Ho: People are somewhat dissatisfied with the current location. Ha: People are not somewhat dissatisfied with the current location. P value=<0.0001 (p-value in the table=0.000) Significance level= .05

  13. Cross Tabulation

  14. Independent Sample t-test Ho: There is no difference between gender and distance willing to travel. Ha: There is a difference between gender and distance willing to travel.

  15. Results of independent t-test Test for equality of variances: p-value = 0.038. p-value < 0.05 Reject the null hypothesis of ‘equal variance’.   t-test for equality of Means: P-value for the t-test = 0.001 Significance level = 5% or 0.05 p-value 0.001 <0.05 REJECT NULL HYPOTHESIS

  16. Preferred Location Based on a scale 1-5, with 1 being least preferred and 5 being most preferred.

  17. Recommendations • The location that was most preferred was located on La Salle. • We believe that this location would be the most profitable for Chick-fil-A.

  18. Recommendations Baylor location Franklin Ave. location Preferred location

  19. Any questions??

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