Back Yard BBQ Restaurant: Quality Fast Foods In Sidney

About Back Yard BBQ Restaurant

Back Yard BBQ restaurant was started in Sidney in the year 2000 with the aim of providing quality fast foods to the customers. To achieve the objectives, the restaurant has specialized in serving and selling fish, Aussie-style burgers, and harbecue chicken salad and chips. The company sources its supplies from credible and trusted partners, such as Steggles and Ingham. However, many issues have been raised about the quality and the increased competition from Australia. The report by Australian beaural of statistics indicates a high level of quality and increased expenditure on fast foods as compared to other foods consumed in the region. However, the management is optimistic that the restaurant’s consumption expenditure for the fast food and the quality associated is higher than the other ones from Australia. Therefore, to ascertain the manager’s claim, the paper will focus on determining the consumer’s attitudes towards the consumption of the fast foods in the restaurant.    

The Back Yard BBQ restaurant was founded by Chef Bruno Motta in 2000 with the aim of providing service to the people of Sidney. The company has been in operation up to date ensuring that the customers are satisfied and happy with their services and products.  The restaurant specializes in the provision of fast foods for the consumption purposes. As part of the strategy, the restaurant targets a particular cohort of people in Sidney that are interested in consuming Aussie-style burgers, fish and harbecue chicken with typical salad and chips d. The company also ensures that it is timely and quality foods to its clients by partnering sourcing of food from trusted partners such as Steggles and Ingham who are locked at the Centre of the Sidney.

Despite its enormous and incredible performance, the restaurant faces much competition from other restaurant established in Australia. In fact, according to the report by the Australian beaura of statistics, the Australian based restaurants have indicated an increase in the number of visitors, consumption expenditure and the quality of the service delivery.  Apparently, some of these factors pose much pressure on the company’s strategic affairs. On the contrary, a report released by Scholten (2017, p. 123) on the attractiveness, consumption rate and perception, Back Yard restaurant still leads as the best in the region. However, despite the positive indications, the management are impatient are not willing to take anything to chances.   

According to Waxell & Jansson (2013, pp.143), demand for foods and drinks is always affected by the taste preferences and ability to afford. In this case, taste could be a composition element of the products and beverages or merely the packaging (Kosseva 2013). The research by Kosseva (2013, pp.122) indicates that the increased quality reduced prices and improved communications are among the factors that have enhanced the performances of the restaurant in Australia. On the other hand, Back Yard restaurant has invested massively in strategic variables that have continued to promote the growth of the company for the last decades. Besides, Findikakis & Sato (2013, pp.45) asserts that issues of customer attitudes towards consuming specific products are crucial to the performance of any company. Therefore, despite the fact that, the management has a positive perception of their current and future performance, they still prefer to review the company is the strategy and ascertain their position.  

Competition and Performance

Research Objectives

The report has the following goals;

•    To investigate the respondents’ fast food consumption behavior and rankings of various consumption preferences
•    To determine the respondents’ attitudes towards and preferences for fast food restaurants
•     To investigate the respondents’ general opinions on a range of lifestyle issues
•    To investigate the respondents’ responses regarding the fast food restaurant they most often visited in the last 30 days

Research Questions

To achieve the objectives, the study will seek to answer the following questions;

•    Are there any demographic differences and relationships with attitudes towards and preferences for fast food restaurants?
•     Are there any relationships between lifestyle issues and positions towards and preferences for fast food restaurants?
•     What variables predict ratings of satisfaction, the likelihood of return and likelihood of recommendation?
•     What else can analysis of the results reveal?

Limitation of the Study

• The study only investigates factors and variables within the BBQ restaurant and assumes those from other restaurants for comparative purposes which affect the objective of the report.

Methodology

The chapter will illustrate different sections such as research design, sampling method, data collection process, target population, and the variable used in the study.

Research Design

The study will adopt the use of decretive statistics to help investigate the relationship between variable. In this case, frequency tables will be used to analyze the primary data. The descriptive statistic is essential since it helps in the entire process of gathering, interpreting, examining to make more informed clarity to the researcher (Jha 2008, p. 48). The study will employ descriptive statistical instruments such as inferential statistics and correlation analysis.

In particular, the study will employ the survey strategy because it allows for the researcher to collect a significant amount of data in a small population which saves time, finance and human resource. Secondly, the strategy enables the efficiency for the researcher to collect quantitative data that can be analyzed using inferential statistics. Finally, the method is always assumed to be easy to understand and explain by none professionals. 

Target Population

The population target comprises of 6000 respondents in the region.

Table 1: Distribution of Employees

Strata	Frequency	Percentage (%)
18- 25 years	1500	0.25
25-35 years	3200	0.53
Above 35 years	1300	0.22
Total	6000	100

Author (2017)

Sampling Technique

The population comprised of the respondents of 18 years and above.  However, it will specify the youth and the old. Therefore, the study will employ the use of stratified random sampling to ensure that all types of consumers are captured.  The strategy is essential to ensure that there is no element of bias and the result from the data collected can be reliable enough for generalization purpose, given the broader population.

Sample Size

With the given sample frame of 6000 respondents, the study used a sample size of 300 represented by 0.05% of the population. Jha (2008, pp. 154) asserted that a sample size of 5% to30% is ideal to express the interest of the population under the study.

 Table 2: Sample Size Determination

Strata	Population frequency (N)	Multiplier factor	Sample size (n)	Percentage (%)
18- 25 years	1500	0.05	75	0.25
25-35 years	3200	0.05	160	0.53
Above 35 years	1300	0.05	65	0.22
Total	6000	0.05	300	100

Author (2017)

Data Collection Procedures and Instruments

Data Collection Instruments

The study will employ the use of primary data collection method since it involves direct contact, no contamination of data and represents the real-time data (Jha 2008).  Therefore, the study will use questionnaires which have been developed in line with the objectives of the study.   The surveys have been designed in five parts; A, B, C D and E. Most of the questions will assess the respondent agreement level with variables in the model. Finally, itemized issues will be tested with use of a Likert scale and other structured questions.

Factors Affecting Demand for Foods and Drinks

Data Validity and Reliability

Litwin (2009, pp. 45) asserts that both validity and reliability must be considered by the researchers in determining the study, judging the quality of the research as well as analyzing the result of the

Data Validity

According to Litwin (2009, pp. 56), validity concept explains whether the data collected accurately measure the concerns of the study or not. It also illustrates whether the results obtained from the process describes the primary objective of the study. In this case, the researcher has increased the validity of the data by carrying out a pilot study on the same. The researcher has also used variables that have been covered by the empirical framework (Litwin 2009).

Data Reliability

According to Litwin (2009), reliability is the measure of which the result of the study remains the same over time, and maintains the accuracy of the population. In this case, the study will employ the use of Alpha instrument to measure both the internal consistency and the reliability of the data.  Litwin (2009, pp. 54) asserts that the resulted Alpha coefficient will measure the correlation of different variables. A measure of 1 represents highest consistency and reliability while 07 to 0.9 if the adequate action is taken.

Kc

 ∝ =

(v + (K-1) c)

Where; c represents average of covariance

v represents variance

K represents the number of the test items

∝ represents alpha

Data Collection

In this process, the questionnaire will be distributed to all sampled employees in the various department of the company. A follow-up process will be initiated to keep track of all questionnaires. The method was chosen to enhance the confidentiality of the participants.

The process allows the researcher to evaluate the collected, coded and screened data for presentation and decision making (Kumar 2014, p. 123). In this case, the SPSS software will be used in the analysis of the data. The program was chosen because it was easier to produce inferential statistics and correlation for interpretation and decision making.  

Ethical Issues

The study will strictly conform to the ethical research standards that require assurance of confidentiality, privacy and unanimity of the respondent. Jha (2008, pp. 123) asserts that ethics as standard norms tend to guide our behaviors towards others and the environment.

Data Analysis

Part A. Fast food consumption behavior and rankings of various consumption preferences

Over 30% of the respondents indicated that they had made at least two visits to the restaurant for the last 30 days.

Research Objectives

Dollars spent per visit
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Under $2.00	4	1.3	1.3	1.3
$2.01 to $4.00	129	43.0	43.0	44.3
$4.01 to $6.00	74	24.7	24.7	69.0
$6.01 to $8.00	25	8.3	8.3	77.3
$8.01 to $10.00	9	3.0	3.0	80.3
$10.01 to $12.00	26	8.7	8.7	89.0
Over $12.00	33	11.0	11.0	100.0
Total	300	100.0	100.0

About 43% of the respondents indicated they had spent $2.01 to $4 for the visits they made. In addition, 24.7% also indicated to have spent $4.01 to $6 in the last visits.

Over 40% of the respondents indicated that they had visited McDonald’s restaurants in the last 30 days.

Price of Food Items
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Most Important	4	1.3	1.3	1.3
2nd Most Important	1	.3	.3	1.7
3rd Most Important	53	17.7	17.7	19.3
4th In Importance	55	18.3	18.3	37.7
5th In Importance	80	26.7	26.7	64.3
6th In Importance	63	21.0	21.0	85.3
Least Important	44	14.7	14.7	100.0
Total	300	100.0	100.0

Most of the respondents about 26.7% and 21% indicated that price were most 5^th and 6^th in importance in determining the fast food restaurants.

Speed of Service
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Most Important	83	27.7	27.7	27.7
2nd Most Important	43	14.3	14.3	42.0
3rd Most Important	25	8.3	8.3	50.3
4th In Importance	43	14.3	14.3	64.7
5th In Importance	47	15.7	15.7	80.3
6th In Importance	24	8.0	8.0	88.3
Least Important	35	11.7	11.7	100.0
Total	300	100.0	100.0

A majority of 27.7% indicated that was most important determinant of consumptions.

Convenient Location
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Most Important	43	14.3	14.3	14.3
2nd Most Important	30	10.0	10.0	24.3
3rd Most Important	62	20.7	20.7	45.0
4th In Importance	7	2.3	2.3	47.3
5th In Importance	62	20.7	20.7	68.0
6th In Importance	78	26.0	26.0	94.0
Least Important	18	6.0	6.0	100.0
Total	300	100.0	100.0

The figure shows that 20.7% and 26% of the respondent’s location convenience as 5^th and 6^th in importance respectively.

Consistent food quality was considered as the 4^th most importance with over 30% in consumption of fast foods.

Menu Variety
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Most Important	71	23.7	23.7	23.7
2nd Most Important	48	16.0	16.0	39.7
3rd Most Important	28	9.3	9.3	49.0
4th In Importance	13	4.3	4.3	53.3
5th In Importance	55	18.3	18.3	71.7
6th In Importance	44	14.7	14.7	86.3
Least Important	41	13.7	13.7	100.0
Total	300	100.0	100.0

About 23.7% of the respondents consider the menu as the most important factor in the consumption of fast foods. Over 25% of the respondents indicated that friendliness of staff was just 4^th in importance.

The figure shows that large size portion is the least in importance when selecting the FF restaurant.

Part B. Attitudes towards and preferences for fast food restaurants

Majority of the respondent’s indicated that they definitely agreed with FF restaurants that serve healthy and nutritious foods.

Majority of the respondents disagreed that friendly employees were important in selecting FF restaurant.  

Majority of the respondents definitely agree to look for special price promotions when selecting FF restaurants.

Majority of the respondents definitely agree with FF restaurant that generally have consistent quality foods.

Majority of the respondents generally and moderately disagree with the restaurants that have salads and salad bars.  

Part C. General Opinions on a range of lifestyle issues

My choice of products and services is influenced by advertising
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Definitely Disagree	71	23.7	23.7	23.7
Generally Disagree	77	25.7	25.7	49.3
Moderately Disagree	76	25.3	25.3	74.7
Moderately Agree	64	21.3	21.3	96.0
Generally Agree	11	3.7	3.7	99.7
Definitely Agree	1	.3	.3	100.0
Total	300	100.0	100.0

I seldom eat food that is fried
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Definitely Disagree	16	5.3	5.3	5.3
Generally Disagree	29	9.7	9.7	15.0
Moderately Disagree	56	18.7	18.7	33.7
Moderately Agree	58	19.3	19.3	53.0
Generally Agree	68	22.7	22.7	75.7
Definitely Agree	73	24.3	24.3	100.0
Total	300	100.0	100.0

Most of the respondents moderately disagree to influence their neighbors to select the FF food restaurants. Majority of the respondents definitely agreed to have minimized the intake of salts while taking the FF restaurants. 

Part D. Fast food restaurant they most often visited in the last 30 days

Most of the respondents indicated that they had at least visited 4 FF restaurants.

Majority of the respondents are likely to recommend 4 of the FF restaurants and an equal percentage are likely to recommend 3 and 5.

Most of the respondents that have visited the restaurant at least 4 times are more likely to return.  

Part E. Respondents’ demographic data

Most of the respondents were not children.  Gender
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Female	149	49.7	49.7	49.7
Male	151	50.3	50.3	100.0
Total	300	100.0	100.0

Most of the respondents are of Black ethnic origin followed closely by the Hispanic ethnic origin.

Research Questions

Most of the respondents earn more than $100,000 while the least is less than $14,000 for their household income.

Part A. Fast food consumption behavior and rankings of various consumption preferences

The findings show that more than 30% of the respondents have made at least two visits in the last 30 days and majorities have spent $2.01 to $4(43%). Most of these respondents visited McDonald (44.7%) restaurants. However, prices, convenient location and consistent of food quality are not crucial in selecting FF restaurants. On the other hand, the speed of service delivery and menu were considered as necessary in selecting FF restaurant. Interestingly, about 24.3% indicated that friendliness is not a crucial factor in selecting FF restaurants.

Part B. Attitudes towards and preferences for fast food restaurants

The findings show that the FF restaurant offers healthy and nutritious foods. They also prefer special price promotion consistent quality foods. On the other hand, they disagree on the fact that friendly employment to contribute to the selection of FF restaurant. Besides, they do not prefer foods with salads and coupons.

Part C. General Opinions on a range of lifestyle issues

Most of the findings indicate that a price, advertising, and special offers have more significant influence on the FF restaurants. On the other hand, most of them indicated they do not engage other people on the products.

Part D. Fast food restaurant they most often visited in the last 30 days

The findings indicated that most of the respondents had visited the FF restaurant 4 times and most of them would recommend for the service to other customers. They also indicated to come back for the service if they need to do so.

Part E. Demographic data

The findings show that over 50% of the respondents were female which represented a right mix. Most the respondents were of black ethnic religion and were married. Interesting, most of the participants were employed with only a few being self-employed. Recommendation

Most of the findings show that BBQ restaurant is performing well, however, due to lack of data for comparison from other restaurants, I recommend for the management to continue improving on its products regarding prices, quality and packaging to capture the interests of the clients. The approach will help the restaurant to remain competitive.   

Conclusion

In summary, the findings show that most of the customers were female and more educated. On the other hand, consumer’s behaviors were based on the variety of products and their taste preferences.  In this case, the highest ranking food products had motivated the customer to make several visits. Secondly, the findings show that prices, menu, and quality of food were also crucial to customer’s attitude in making the decision regarding FF products. Thirdly, advertising and special offers were important factors affecting the lifestyle of the customers. In this case, when these factors are favorable, consumption increases significantly. Lastly, the findings show that the number of visits increased in a month indicating more sales for the restaurant.

Therefore, the BBQ restaurant is still showing high performance, but the management must focus on improving quality and efficiency to enhance company image against competitors in Australia.

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