CUSTOMER DECISION-MAKING

Client: Famous Dave’s BBQ

​Critical Question: What is the key to winning restaurant patrons in the Wisconsin market?

Study: Customer Decision-Making. A market survey combined with in-depth interviews.

Critical Insights Delivered: The key to winning Wisconsin restaurant patrons at the time was providing large alcoholic drinks (specifically Brandy Old Fashioneds) in large serving glasses at low prices. Famous Dave's BBQ founder Dave Anderson struggled with these insights, as he was firmly committed to keeping the restaurant alcohol-free. 

Outcome: Ultimately, Famous Dave's BBQ decided to offer alcoholic beverages just in their new Wisconsin stores as a test. As a result, the brand quickly became one of the top performing new restaurants in the state. Within a short period, the restaurant even created its own version of Long Island Ice Tea.

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