BuJo
BuJo is a fast casual, sustainable restaurant based in Sandymount and Castleknock. BuJo is a warm, friendly and supportive place where the owner's love of high quality is shared with the customer. The core values are sustainability, convenience and maintaining a high standard of food quality/customer service.
Services Offered: Research and Strategy Development
THE OPPORTUNITY
BuJo came to the MDP to evaluate delivery as a significant opportunity and route to market for its future growth. They wanted the MDP to identify the correct model to service this channel profitably, sustainably while providing excellent guest experience.
THE CHALLENGE
The challenge faced by BuJo was entering the delivery market while also maintaining the brand's core values and retaining the brand reputation. The delivery market posed challenges in maintaining the food quality, delivery time, temperature to a level that met consumer expectations.
THE RESULTS
The team at MDP came up with a project plan outlining the project objective. Once the project plan was approved by the client the team started secondary research to understand the Irish delivery market, successful and unsuccessful delivery models around the world and trends impacting the food delivery market.
After exhausting the secondary resources the team conducted observation around the BuJo restaurants to gauge the profile of the BuJo consumer. In depth interviews were conducted of BuJo and non BuJo consumers understanding their perceptions and expectations from food delivery. The team then went on to analyse the information collected and defined a consumer decision making journey outlining the needs of the consumers and came up with an appropriate delivery model to be implemented.
The client intends to implement the delivery model while upholding their brand values based on the consumer research provided by the MDP.