Running head: DONATOS CASE STUDY 1
Donatos: Finding the New Pizza Case Study
Liberty University
BUSI 600
DONATOS CASE STUDY 2
Map the research design used by Donato’s for new product development
Donatos conducted research on the product-development process about low-
carbohydrate pizza using exploratory steps. According to Tom Krouse, an exploratory research
design was used to evaluate emails from customers, monthly WASSUUP meetings, monitoring
eating trends from the Yankelovich Monitor and NPD. Rahi (2021) alleges that exploratory
research design is commonly used as the basis of descriptive research and explores new insights.
Thus, Donatos was able to get insights about changes in eating patterns BY monitoring
syndicated data from NPD and Yankelovich. Furthermore, they collected information from
customers’ comments send through email to Donatos website. Again, the monthly WASSUP
monthly meetings were used to get employee feedback on the current cultural and social trends.
As such, the exploratory design formed the basis of the research because it allowed Donatos to
recognize interests in the low-car eating plan. In the second stage of the research-based product
development, the focus was on developing a product prototype. Also, information was gathered
from employee taste testing, call-back phone surveys, and in-restaurant tests. The third stage of
the research involved selecting a marketable name. In this respect, Donatos tested three names
through a weekend omnibus survey. From the case study, Donatos product development usually
takes 12 to 14 months. Stage four of the research highlighted monitoring response rates where
Donatos used continuous telephone tracking studies, customers’ emails, and restaurant comment
cards. Stage four of the research process also highlights useful insights that Donatos can use to
unearth findings of strategies that could be used or other information collected through personal
interviews.
DONATOS CASE STUDY 3
Evaluate the Wassup meetings as an exploratory methodology to help define the research
question.
The wassup meetings acted as the exploratory methodology to identify the research
question, which addresses the growing interest in low-carb diets. In research, the exploratory
methodology offers a technique to expand knowledge about the issue and find effective
alternatives to address the identified problems (Reiter, 2017). Hence, the wassup meetings were
useful in supplementing reviews from email comments, eating trends, and offering a platform to
understand cultural and social trends. In other words, Donatos used wassup meetings to provide
employees with opportunities to brainstorm and share views. Conversely, Sekaran and Bougie
(2016) argue that exploratory design serves as a platform to brainstorm and generate knowledge
based on the popular culture that is eventually evaluated in terms of its impacts. Based on the
case study, the wassup meetings were interpreted as exploratory steps, which Donatos performed
to act as knowledge gaps to identify public interest in low-carb diets and how to resolve this
market demand. Moreover, Wassup meetings were essential because they allowed Donatos to
collect useful market information from employees, synthesis the information to establish how
their decision will affect the public and people from different cultures. Feedback from wassup
meetings could be essential in modifying research questions by exploring knowledge from
diverse cultural preferences and dislikes. This knowledge can help Donatos to develop specific
research questions to address the current problem. In this respect, research questions can be;
1. Should Donatos introduce low-carb pizza in the market?
2. Should Donatos modify crust-free pizza?
DONATOS CASE STUDY 4
Evaluate the test market Donatos used. What were its advantages and disadvantages?
While Donatos used the test market in two stores in one market, it led to reliability
issues. Essentially, one market is infrequently used in the test market because researchers have to
investigate unique eating preferences based on geographical location (Sells et al., 2018).
Furthermore, the test was performed several days in two stores; however, no promotion was
conducted to attract customers to buy the no dough pizza. During product introduction,
promotional activities, especially discounts and sampling, are used to attract target customers. As
a result, the main concern with the test is that sample of customers selected may fail to provide
preferences and priorities of target customers. In this case, Donatos should have tested the
market over a given period using a screening question to establish if customers were specifically
coming to the store to buy the no dough pizza. The screening question could differentiate
between target sample customers from those who are not interested in low-carb pizza. Another
concern is that during experimental research, test products are closely monitored in controlled
environments. Nonetheless, other test markets use actual conditions that eliminate occurrences of
control. Regardless, this case study fails to observe the requirements of an experiment. For
instance, it demonstrates that no dough pizzas prepared by 16 to 17-year-old workers were used
in the test market, common in Donatos restaurants. In this regard, there are advantages and
disadvantages to the test market.
Advantages of in restaurant tests
In a restaurant, tests involve less supervision and personnel because the test was
performed on-site. Additionally, restaurant tests allowed Donatos to take advantage of a faster
DONATOS CASE STUDY 5
way of collecting information. Since current customers were testers, the test significantly
reduced research costs. Again, restaurant tests eliminated costs related to product testing tools.
Disadvantages of in restaurant tests
Walk-in customers might not represent the target market of low-carb pizza. Specifically,
walk-in customers may lead to the misinterpretation of data as they are not representative of low-
carb pizza customers.
Advantages of Call-Back Phone Surveys
Phone survey allows researchers to collect feed from various customers. Moreover,
through the phone, it is easier to reach customers that would be inaccessible (Maffioli, 2020).
Since delivery customers initiate a phone call, they can provide important responses. Customers
can remain anonymous if they decide to give negative views about the taste of pizza.
Disadvantages of Call-Back Phone Surveys
Owing to the fact that the research failed to give any incentives for customers who
participated in the phone survey, it may discourage participation in the survey. Customers-
initiated calls can lead to a self-selection sample that may not reflect the desired target
population. Consequently, it is challenging for Donatos to guarantee that customers will
participate in phone surveys, which can considerably increase the non-response error. Since the
interviewers have to facilitate the survey, Donatos is likely to incur more cost with call-back
phone surveys.
What measurement scales would you have used on the survey that was part of the in
restaurant product tests?
One may set out by delineating different scales employed in rating and ranking that are
suitable for in-restaurant tests. For instance, the Likert scale could be used to rate product
DONATOS CASE STUDY 6
preferences. At this point, the likes and dislikes can be rated (Wu & Leung, 2017). Paired or
ranking appraisal scales can present an efficient measurement scale. The approach would be
appropriate, particularly by enabling low-carb elements based on preferences or liking.
Respondents can compare ingredients and flavors in different pizzas to determine what appeals
to low-carb eaters. Respondents can also rate their suggestions. This may serve as a prelude to
discussions linked to ranking and rating scales. While the Likert scale would enable Donatos to
determine customer preferences, the numerical scale would present the flexibility of using
ordinal and interval data for detailed review. Both the Likert and numerical scales could enable
the intent to buy. Nonetheless, both measurement scales are simple to use.
DONATOS CASE STUDY 7
References
Maffioli, E. M. (2020). Collecting data during an epidemic: A Novel mobile phone research
method. Journal of International Development, 32(8), 1231-1255.
https://doi.org/10.1002/jid.3515
Rahi, S. (2017). Research design and methods: A systematic review of research paradigms,
sampling issues and instruments development. International Journal of Economics &
Management Sciences, 6(2), 1-5. https://doi,org/10.4172/2162-6359.1000403
Reiter, B. (2017). Theory and methodology of exploratory social science research. International
Journal of Science & Research Methodology, 5(4), 129-150
https://hdl.handle.net/2346/86610
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach.
John Wiley & Sons.
Sells, S. N., Bassing, S. B., Barker, K. J., Forshee, S. C., Keever, A. C., Goerz, J. W., &
Mitchell, M. S. (2018). Increased scientific rigor will improve reliability of research and
effectiveness of management. The Journal of Wildlife Management, 82(3), 485-494.
https://doi.org/10.1002/jwmg.21413
Wu, H., & Leung, S. O. (2017). Can likert scales be treated as interval scales?—A simulation
study. Journal of Social Service Research, 43(4), 527-532.
http://dx.doi.org/10.1080/01488376.2017.1329775
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