15A - Figuring Out Buyer Behavior No. 2

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Rather than focus on the franchise restaurants which have locations in Gainesville, I chose to interview managers/owners of restaurants which are either local to or were founded in Gainesville.

1. Relish

 Alternative evaluation: According to the manager at Relish, the quality of an allergy menu would matter most. Since there aren't many firms which offer the service of crafting allergy menus, the alternative would be to create the allergy menu in house.

 How/where do they buy: Relish is likely to make small purchases (like those being made to me if I were to craft an allergy menu for the restaurant) in cash.

 Post-purchase evaluation: The ultimate measure of the quality of the product (especially in the case where an allergy menu is the product) would be Relish's customers' response.

 2. Mojo Hogtown BBQ

Alternative evaluation: The same idea presented in the Relish example applies here. In the case of Mojo Hogtown, they have a fairly efficient system (where the waiters are well-informed on the allergens in various menu items), so they could substitute for my product with their existing system.

 How/where do they buy: Mojo would make a small purchase in cash, as would most businesses taking part in a small, one-time transaction,

 Post purchase evaluation: Like Relish, the ultimate indicator of the quality of the allergy menu product would be the customers of Mojo Hogtown. If they find the allergy menu helpful (or if the allergy menu brings in new customers), Mojo would likely view the purchase as justified.

 3. Bleubird Wings

 Alternative evaluation: At this point, Bleubird is focused on simply getting off the ground. Still in the beginning phases of the business, Bleubird would likely either purchase an allergy menu or simply cater to customers on a case-by-case basis once the customers are in the store.

 How/where do they buy: Bleubird, like other local restaurants, is likely to make small purchases in cash,

 Post purchase evaluation: In a similar fashion to the businesses listed above, Bleubird would consider the purchase of an allergy menu "right" if it notably improved the average customer experience/attitude.

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