Research Proposal

We want to know more about the history of Waffle House, about the concept, about the marketing mix and most important about the branded customer experience.

We will be analyzing this by using desk research and field research.

Desk research:

• The official website of Waffle House for information about the history & mission, fun facts, customer experiences and different locations;
• Review websites;
• Forums;
• Which keywords on search engines make that customers will see Waffle House first? (promotion/place);

Field research:

• Mystery Guest research by ourselves (we check the quality of the service, food and the prices);
• Interviews with the manager, customers and employees after getting permission to do this (if possible);
• Searching for promotional activities in and around Tempe and the media.

Before we will do the mystery guest research and the interviews, we will make up questionnaires. This will make it easier for us. During the interviews, one of us will ask the questions and another member of our group will write the answers down.

The theories we will be using, are: the holy triangle (target group, location, formula) from Inbev and the marketing mix (product, location, promotion, employees and price).