Marketing Research

Johnny Rockets

Group Members:
Ayesha Javaid
Rabbia Shahid
Ruby Naz
Zahra Haroon
Sana Rashid
Muhammad Armaghan khan
Malik Shehroze
Saleh

INTRODUCTION & BACKGROUND

Johnny Rockets was founded on June 6, 1986, by Ronn Teitelbaum of Los Angeles, California,
and "crafted as a 'non-gimmicky' recreation of the 1940s-vintage malt shops of his childhood."
The first restaurant was established as a 20-stool counter operation on Melrose Avenue in Los
Angeles.
Less than a month after its flagship restaurant was unveiled in Karachi, a second Johnny Rockets
opened doors on January 17th in Lahore, the country's second largest city. The highly anticipated
opening is part of a strategic plan by Hamdan International to bring ten Johnny Rockets
restaurants to Pakistan within the next decade. Measuring 8,200 square feet and encompassing
multiple floor levels, this marks the company's largest restaurant of its more than 300 locations,
worldwide. Johnny Rockets is recognized worldwide as the place to go for delicious food,
friendly service and a fun dining experience.
Its main menu includes:

Shakes & floats

Hamburgers

Rocket melts

Philly cheese steak

Chicken, sandwiches & hot dogs

Salads

Starters

Rocket kids meals

Desserts

Beverages

MISSION

To establish Johnny Rockets as the leading global restaurant chain providing a classic allAmerican experience.
RESEARCH OBJECTIVE
Johnny Rockets identified that the primary objective for the brand is to acquire a larger share of
the fast food market of Lahore. They aim to increase their sales and expand their consumer base
by eliminating the initially created bad word-of-mouth about the product and revising the pricing
strategy according to their defined target market. The major competitors of Johnny Rockets in
Pakistan include McDonalds, Hardees, Fatburger and Howdy.

The objectives defined for the research are:

1. Identifying consumer behavior usage plus attitudes vis-a-vis fast food consumption
(burgers and sandwiches) consumption among consumers
2. Identify the consumer perception regarding Johnny Rockets as a fast food
chain(Consumer Understanding)
3. How do the consumers rate Johnny Rockets (price, product, promotion and place) in
comparison to its competitors? (McDonalds, Hardees, Fatburger and Howdy)
4. Primary consideration set or the basic fast food drivers for these consumers (basis of
consumer satisfaction i.e. the taste, meal size, quality etc.)
5. Is the pricing of the product reasonable for the selected target market and how should it
be revised?
6. Is the current level of promotion and advertising adequate and effective?
7. How major a role does the location of the Johnny Rockets play in the consumers
selection of a fast food restaurant?
8. What are the areas of opportunity and strength for the brand to rectify/build on to
succeed in increasing their market share?

RESEARCH PROPOSAL
BUSINESS OBJECTIVE
The Senior Executive Marketing, Mr. Haaris Habib of the Pakistani franchise of the international
fast food chain Johnny Rockets identifies the problem and hence this study focuses on: How
to increase the sale through market penetration
RESEARCH OBJECTIVE
Upon correspondence with Mr. Haaris Habib, Senior Executive Marketing at Johnny Rockets
identified that the primary objective for the brand is acquire a larger share of the fast food market
of Lahore. They aim to increase their sales and expand their consumer base by eliminating the
initially created bad word-of-mouth about the product and revising the pricing strategy according
to their defined target market.The major competitors of Johnny Rockets in Pakistan include
McDonalds, Hardees, Fatburger and Howdy.

The objectives defined for the research are:

1.

Identifying primary reasons for fast food (burgers and sandwiches) consumption among

consumers
2.

Identify the consumer perception regarding Johnny Rockets as a fast food

chain(Consumer Understanding)
3.

Where do the consumers rate Johnny Rockets in comparison to its competitors?

(McDonalds, Hardees, Fatburger and Howdy)

4.

Primary consideration set for these consumers (basis of consumer satisfaction i.e. the

taste, meal size, quality etc.)

5.

Is the pricing of the product reasonable for the selected target market and how should it

be revised?

6.

Is the current level of promotion and advertising adequate and effective?

7.

How major a role does the location of the Johnny Rocketsplay in the consumers

selection of a fast food restaurant?

8.

What are the areas of opportunity and strength for the brand to rectify/build on to succeed

in increasing their market share?

RESEARCH DESIGN
The research carried out will be descriptive in nature and use the cross-sectional time horizon as
the research would be conducted based on data collection via focus groups and questionnaires
which shall be circulated once throughout the target audience and results shall be deduced based
on responses at a particular time. The number of respondents shall be 100 based on a sample
chosen from the population of males and females aged 15-40 living in Lahore, Pakistan having
the purchasing power to eat out at restaurants and prefer fast food. The questionnaire shall be
self-administered. The quantitative data required for the research shall be collected via
questionnaires.
RESEARCH METHODOLOGY
Data will be collected through primary and secondary sources, both. The secondary data will be
collected from the internet, research publications and relevant book material whereas primary
data collection would be done through focus groups whereas survey method would be used after
mid-term. We are focusing on qualitative data for the first half and quantitative data will be
presented in the second half of the term.
Qualitative Research
Focus Group
Two focus groups were conducted for three different segments SEC A, SEC B1 in Lahore,
Pakistan.

The first focus group we will conduct would be from SEC A those who have the

purchasing power to consume fast food on a regular basis. The respondents who eat at Johnny

Rockets and consume entire Burger and/or sandwich meals plus shakes and/or drinks. They
would be aged between 15-40years and were both category and brand users and no non-users.
Although the target market of Johnny Rockets is all males and females 15years and above, we
are choosing this age bracket as they are the people who will get easily convinced to give us time
for conducting the focus group.

The second focus group will include respondents who have the purchasing power to visit

Johnny Rockets almost once in two months and consume at least a Burger or sandwich meal.
They belonged to SEC B1. The respondents will be aged between 15-40 years and will be both
category and brand users. The targeted respondents are chosen based on convenience of
availability.
Quantitative Analysis
We will be using the survey method in the second half of our research.
Questionnaire
The tool used would be questionnaires would be collected from 100 respondents from Lahore,
Pakistan to get an accurate picture of the consumer preference in the current fast food industry.
The questionnaire would be designed to get both quantitative and qualitative data.

SCOPE
The scope of our research would be confined to the DHA area, Lahore.
CONSUMER PROFILE
The target respondents would basically be those who like fast food and prefer to eat out on
regular basis. They would belong to SEC A and SEC B1 having an annual income of Rs. 80,000
and above. The age bracket of the sample would be from 15-40 years, targeting both males and
females.

SAMPLING SPLIT
Sample Size:The sample size of the respondents would be 100.
Sampling Frame:Data would be collected from universities, residential areas and other areas like
various food courts where our respondents would be available.
Users Respondents who regularly visit Johnny Rockets and are satisfied
Non-Users

Respondents who like to eat out in fast food restaurants but have not tried Johnny

Rockets yet
Lapsers

Respondents who experienced eating at Johnny Rockets but didnt like it & would

never try it again

COST ESTIMATION
The research will be conducted free of cost.
TIME ESTIMATION
The marketing research report would be compiled and completed by December, 2014.

Screener Questionnaire
My name is _______ and I am a student of Lahore School of Economics. Our purpose is not to make or sell
anything. We are conducting this survey for the purpose of a research project for a course in our curriculum. Can
you spare a few minutes to answer some simple questions.

1.

Do you have any of your household members work for the following?
Type of Work
Code
Instructions
Advertising
1
Media
2
Terminate
Marketing/Marketing Research
3
Public Relations
4
Company manufacturing or selling FMCG
5
None of these
6
Continue
2.

Did you take part in any marketing research activity during the last 3 months?
Options
Code
Instructions
1
Terminate
2
Continue

3.

Gender
Options

Yes
No

Male
Female

Code
1
2

4.

We have to interview a particular age group kindly tell me your age?

Age Bracket
Code
Less than 15 years
1
16-20 years
2
21-26 years
3
27-32 years
4
33-39 years
5
40 and above years
6
5.

Education

Education
O-Levels /Metric
A-Levels / Intermediate
Undergraduate
Postgraduate
6.

What is your occupation?

Occupation

Student
Business
Job
Unemployed
7. Income
Household Income
15000-29000
30000 50,000
50,001 70,000
More than 70,001
8.

Instructions
Terminate
Continue
Continue
Continue
Continue
Terminate

Code
1
2
3
4

What is the education of Chief Wage Earner?

Education
Code
O-Levels /Metric
1

Code
1
2
3
4

Instructions
Continue
Continue
Continue
Continue

Code
1
2
3
4

Instructions
Recruit

A-Levels / Intermediate
Undergraduate
Postgraduate

2
3
4

9.

What is the occupation of the Chief Wage Earner?

Occupation
Lower/ Middle Executive Officer
Self Employed/ Employed Professional
Medium Businessmen
Senior Executive/ Officer
Large Businessmen/ Factory Owner
Retired

Code
1
2
3
4
5
6

10. Do you visit fast food places?

Code
1
2

Yes
No

11. How frequently do you visit fast food places?

Daily
Once a week
Once every month
Once in a 3 months

12. Which area do you live in?

Location
Garden Town
DHA
Gulberg
Johar Town
Cantt

Continue
Continue
Continue
Terminate

Instructions
Terminate
Continue
Terminate
Terminate
Terminate

13. Which fast food places do you visit frequently?

Frequency
Code
McDonalds
1
Hardees
2
Johnny Rockets
3

Instructions
Terminate
Terminate
Continue

Howdy

Terminate

Fatburger

Terminate

14. On a monthly basis how much do you spend on eating out?

Monthly Spending
Code
Less than Rs 100
1
Rs 101-200
2
201-300
3
301-400
4
401-500
5

Instructions
Terminate
Terminate
Terminate
Terminate
Terminate

501-700
More than 701

6
7

Terminate
Terminate

16. Socio Economic Class on the Basis of Chief Wage Earners occupation and education
Matric

Intermediate

Graduate

Post Graduate

Unskilled worker
Petty Trader
Skilled Worker
Non-Executive staff
Supervisory Level
Small shop keeper/ Businessmen

1
2
3
4
5
6

1
E1
E1
D
D
C
C

2
D
D
D
D
B
B

3
D
C
C
C
B
B

4
D
C
C
C
B
A2

Lower/middle executive officer

A2

Self Employed/ Employed

Professional
Medium Businessmen

A2

A2

A1

A1

A2

A2

A1

A1

Senior Executive/ Officer

10

A2

A1

A1

A1

Large Businessmen/ Factory

Owner

11

A1

A1

A1

A1

Demographics

We invite you to attend a detailed interview at:

Time:
(Day/Date):
Venue:

This session would last about one hour at most. We shall arrange transport from your residence, the venue
and back. Are you willing to join the discussion session? We will give you a gift for participating in this
event

Yes
No

Participants Name:
Address:
Phone No:

Mobile No:

Name of Recruiter:

Date of Recruitment:

Back checked by:

Date:

Discussion Guideline

Introduction

My name is _________. I am a student and I am conducting this research and therefore I

require some cooperation from you.

My job is to find out how you think and feel about different products and ideas we
present to you. There is no right or wrong answers. We do this by talking to different
people; the idea is to get different peoples opinion as different people think differently.
So whatever you say is of great importance to us and we would appreciate your valuable
contribution the discussion.

I would like to take your permission of audio recording as I would be unable to remember
all that was said since a number of interviews will be conducted.

Whatever you will say will not be revealed to anyone and will be used only for research
purpose.

This session is totally confidential. The tape will be used for research purpose.

Warm up

Tell me something about yourself. What do you do?

Tel me something about your family? How many members?

Tell me about your daily routine, how do you spend your day?

What do you prefer to do in your free time?

Who do you prefer hanging out with? Probe for family, friends, relative etc.

Where do you normally hangout with your friends?

o Probe for a list of different hangout places.

Usage and Benefits of Burgers

What does a burger mean to you?

What burger places do you frequently visit?

What come to your mind when I say the following?

o Mc donalds
o Hardees

o Fatburger
o Johnny rockets

What drives your choice? Taste, Price, location or advertisement?

Define your idea of a perfect burger?

o Juicy-ness
o Presentation
o Fresh
o Size
o Ingredients/toppings
o Names

How much would you be willing to pay for a burger that fit the idea of your ideal burger?

How important do you think is the price factor? How does it affect you choice for dinning
at a particular fast food chain?

Which chain do you think offers most value for money?

o Mc donalds
o Hardees
o Fatburger
o Johnny rockets

How significantly can advertising and promotional messages shape your choice and
which of the following do you think has the most adequate and effective promotional and
advertising messages?
o Mc donalds
o Hardees
o Fatburger
o Johnny rockets

What is the importance of deal offers? How do they affect your choice for a particular
fast food chain?

Which area in defence do you prefer going to if you feel like hanging out?
o DD
o Y Block

o Z Block
o H Block

Sketch/ Design the ideal layout for a fast food restaurant.

Specific Questions: Related to Johnny rockets

What is your perception about johnny rockets?

What kind of a person would johnny rockets be?

What kind of a person would Hardees/Mcdonalds/Fatburger be?

Taste Test:

How do you like burger?

o Like
o Dislike

What are the particular characteristics you liked? List.

What are the particular characteristics you disliked? List.

What was your initial perception about Johnny Rockets?

Why did you first dislike it?

If you could what would you like to change about Johnny Rockets?

What price would you be ready to pay for this burger/meal?