ZenMango’s 2010 Leaky Bucket® is an annual study which has been conducted over the past four years. This year’s study was conducted in March 2010 among 2483 respondents. 146 restaurant brands across the U.S. were included in the 2010 study.
The Leaky Bucket is a proprietary study that measures the customer base of individual brands and their competition. Those identified as unlikely to return are then asked why. Food, menu, atmosphere, price/value, location, service, and family friendliness are among the top level reasons respondents can select as reasons for why they are unlikely (less than 50% sure) to return. The Leaky Bucket® study uses a unique approach to determining the return intent of customers which asks how sure they are to return rather than the traditional five point scale (definitely will, probably will, might or might not, probably will not, definitely will not). Because “probably” and “definitely” can be subjective, this allows a clearer understanding of a customer’s true return intent.
Email arjun@zenmango.com if you're interested in the results for your brand or for your competition.
FREQUENTLY ASKED QUESTIONS:
LEAKY BUCKET IN THE NEWS:
Industry closes the gap
May 17th, 2010
Annual Leaky Bucket Report examines why customers are leaving certain restaurants
May, 2009 |
