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Customer Experience Case Study

  (Boulder Location)-ExperienceStrat

Question: What are customers doing in their daily lives, outside of YellowBelly that influences them to come into YellowBelly? What is happening in their lives that creates want and/or need?

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Hypotheses

  • Location will play a significant factor in customer experience.

  • Advertising/Branding  will play a significant role in customer experience.

  • Employee service will play a significant role in customer experience.

  • Employee attitude will play a significant role in customer experience.

  • Pricing of menu items will play a significant  role in customer experience.

  • Restaurant atmosphere will play a significant role in customer experience.

  • How service is performed will play a significant role in customer experience.

  • Timeliness of food delivery will play a significant role in customer experience.

  • Customer previous experience with restaurant will positively or negatively influence customer experience

  • Customer attitude before entering restaurant will positively or negatively influence  customer experience

  • Restaurant reputation will play a significant role in customer experience.will positively or negatively influence customer experience.

  • Restaurant community involvement will contribute to customer loyalty

  • Positive customer experience will cause customer loyalty.

 

Boulder County Demographics 2016

Population Boulder County: Over 300,000 people

Population City of Boulder: Over 100,000 people

Gender: 48.2% Female

               51.8 Male
Target Customers (My findings)                          

  • Gluten free/Celiac                                  

  • Families

  • Health conscious/Athletic

  • College students (Boulder)

  • People who need quick food on the go/healthy food on the good

  • Supporters of local businesses

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Gender

  • More men seem to come in than women. Also, groups of men tend to come in more than groups of women. Usually men between 20-35.

 

Families

  • Greater number of families of four

  • Young families with small children

  • Looking for quality food/healthy food both parents and children will enjoy

(One customer mentioned how hard it is to find restaurants that don’t serve crap and food he knows is nutritious and  his 3 year old daughter will enjoy)

  • Families with one or both parents who work in Boulder and live 15-20 min outside of Boulder.

Customer Personas

Each customer group is looking for a different journey/experience

  • Parent looking for gluten free options for their celiac/gluten free family. Heard of Yellow Belly from a friend or found Yellow Belly online through yelp or a website that lists gluten free restaurants.

  • College student looking for quick and filling meal for under $10 or a meal that could be stretched to two meals.

  • Working professional on a lunch break needs to eat somewhere close by and that serves food quickly. Also, working professional getting off from work and needs to grab a quick bite to eat before their drive home in either Boulder or the Denver Metro Area.

  • Fitness/wellness Fanatic who either is looking for a meal that will replenish their body after a tough workout or it’s cheat day but they still want to provide their body with satisfying with quality ingredients

  • Friend of the owners, who comes into support their friend’s restaurant as well as local business. Hopes to see one of the owners (typically Michael) to chat and show their support. Expect a friendly and familiar type of customer experience.

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Customer Experience Touchpoints

Think about the customer’s end to end experience

  • Greet customer with enthusiasm as they come into the restaurant

  • Ask customer if they have dined with YellowBelly before. If they have, explain the sides of the day and let them know they can take as much time as they need to make a decision. If it their first time, explain what YellowBelly’s specializations, the menu, and offer samples of side options.

  • Take order and let them know their food will be brought out to them.

  • If food will take longer than 5 minutes to come out, let them know.

  • Once food is served to them, ask if you can provide them with anything else.

  • After they have had some time to enjoy their food, ask how their food is tasting.

  • If they appear to be done with their food and are taking time to talk, ask if can clear any plates.

  • Finally, as they are leaving the restaurant, thank customers for coming into Yellow Belly and make sure to tell them to have a great day.

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Catering

Financial firms, Advertising firms, Tech Companies, Startups, Local Boulder Business

  • Events: fundraisers, athletic events/ races,

  • Office meetings/parties

  • wedding rehearsals/wedding receptions

Data Overview

Though Yellow Belly is an establishment aimed to cater towards Gluten free/ Celiac diets, its menu items appeal to a much greater consumer base. YellowBelly's positioning in Central Boulder between downtown  and 29th street mall allows the opportunity to attract a variety of customers. It’s in close proximity to Goss/Grove neighborhood, which is home to a significantly young/college demographic, allows convenience for students needing a quick bite to eat. Its use of the Flatiron Meal Plan, a mostly student used meal plan, brings those in the area with the meal plan to spend their money there.

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