Rowe’s Bakery wanted to measure the level of brand awareness they had in their local area particularly compared to other larger competitors. Additionally, they wanted to measure their performance against key service criteria to identify any improvements that were required.
Rowe’s has a chain of retail bakeries as well as being stocked in major supermarkets primarily as baked goods. The management wanted to measure both the snacking behavioiur and awareness of the local population generally and to identify how they were performing in their own stores specifically.
To capture the views of both the general population and customers of Rowe’s retail outlets, a dual methodology was developed. Exit surveys were undertaken with a random sample of patrons at 15 Rowe’s Bakery stores in Cornwall and Devon. Additionally a number of on-street surveys were undertaken, with a representative sample of the population (by age and gender), in those towns and cities across Cornwall and Devon where Rowe’s has store ‘presence’.
A total of 1,262 interviews were undertaken – 632 exit interviews and 630 on-street interviews.
Research conducted in Camborne, Helston, Penryn, Pool, Saltash, Plymouth, Falmouth, Newquay, Penzance, Redruth, Truro – and each of their corresponding bakery stores. The general survey benchmarked its general awareness in its competitive set and the exit surveys identified opportunities for improvements and comparative store data on such criteria such as customer service levels.