Continuing Case: The Santa Fe Grill (pages 20-21)

The Marketing Research in Action focus in this chapter is The Santa Fe Grill Mexican Restaurant, the company which will be used throughout the book for discussion and exercises. This first entry introduces the company. It was initially a part of a business plan concept for an entrepreneurship course. The owners started the business in Dallas, Texas because it was a good market for reaching baby-boomers and young families. The new restaurant concept was based on fresh ingredients, a festive atmosphere, friendly service, and cutting-edge marketing and advertising strategies. The business was successful but not as successful as the owners expected. They realized that marketing research could answer the questions and help them improve their marketing strategy.

Hands-On Exercise:

Based on your understanding of Chapter 1, what kind of information about products, services, and customers should the owners of Santa Fe Grill consider collecting?

Is a research project needed? Is the best approach a survey of customers? Should employees also be surveyed. Why or why not?