Business Analytics for Wimpy Fast Food Chain: A Case Study

This report discusses the use of Business Analytics for Wimpy Fast Food Chain, a case study that explores the different data collected in the case of Wimpy using SPSS, an analytics software. The report provides recommendations to the management of the business based on the interpretation of the data. It includes demographic and psychographic information of the respondents, and discusses the background of the study.

Business Analytics

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Background of the study..............................................................................................................3
Description of the respondents based on different profiles.........................................................4
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Business Analytics refers to different skills, technologies, and practices which are used by
businesses and organisations to solve the problems that may arise within the business. In this, the
analysts use different statistical tools and models to explore a given set of data and interpret the
same to form conclusions. The business analytics is closely related to the management science
and uses spreadsheets, data mining and other predictive modelling applications. In simple words,
Business Analytics uses different set of statistical tools and models to interpret the different
problems in the business and provide solutions via critical interpretation of these data. The
following report highlights the case of Wimpy, a fast food chain working internationally in the
countries like, the US, South Africa and the UK. The different data collected in the case of
Wimply is interpreted in the report using SPSS, an analytics software. With the help of
interpretation, different recommendation is provided to the management of business.
MAIN BODY
Background of the study
Wimpy is a fast food chain founded in Bloomington, Indiana. It was founded by Edward
Gold in the year 1934. The business was initially named as Wimpy Grills. The business of
Wimpy Grills was working in about 26 locations in the 1947 in the United States. In the year
1954, the founder sold a licence of the business to be operated internationally to J. Lyons who
launched Wimpy's its first outlet in the United Kingdom in the year 1954 by the name Wimpy
Bar. The business has been spread across the United States by the year 1977. In this year, the
business was sold to the United Biscuits and further to Grand Metropolitan in the year 1989.
Grand Metropolitan brought many changes to the working of the business. They rebranded many
of the outlets of the business as Burger King as it has much better recognition in the market of
UK. In the 2007, the business was sold to Famous Brands which was a subsidiary of Wimpy in
South Africa. The business of Wimpy is currently facing an issue in its advertising as, after the
death of Fred, who was the major spokesperson in the ad campaigns of the business, the image of
the business has gone down significantly. As the competitors of the business makes new
advancements in their business and products, the quality differentiation of Wimpy is no longer
providing for the sales of the business. Wimpy's management on a greater level, requires to
identify a direction which will help the brand to reposition its brand image for a longer period of

time. The marketing department of the business have conducted a survey related to its customers.
This study has been discussed further in the report and different interpretations have been
provided to help the management in formulating strategies which would benefit the business and
help them achieve the desired outcome.
Description of the respondents based on different profiles
Wimpy is studying the preference of its customers and planning to make new strategies which
would help the business to gain back its brand image.
Demographic Information
Demographic information of the respondents refers to the socioeconomic information which
gives insights to the analysts about the employment, income, marriage, age, race etc. The
respondents of the study on Wimpy are the customers of the business and following are the
demographic details related to these customers.
To begin, which of the following categories includes your age?
Frequency Percent
18-24 575 39.7
25-29 231 15.9
30-34 229 15.8
35-39 180 12.4
40-45 235 16.2
Total 1450 100.0
Are you…?
Frequency Percent
Male 640 44.1
Female 810 55.9
Total 1450 100.0
Interpretation: From the above chart the conclusion can be drawn that the frequency of
customer is higher as compare to other age group respondent and the mort frequency age group
occurrence is 18- 14 in the above chart.

Recoded Children 12-17 Years
Frequency Percent
None 1203 83.0
One 174 12.0
Two or More 73 5.0
Total 1450 100.0
Interpretation: The above table shows that the with this age group none of them have children
and such percentage is 83%, whereas there are 12 % people which are having one children.
Recoded Children Less than 5 Years
Frequency Percent
None 1092 75.3
One 245 16.9
Two or More 113 7.8
Total 1450 100.0
Interpretation: From the above the average age of customer of wimpy is less than 5 years
having frequency none is 75.60%
Recoded Children 6 to 11 Years
Frequency Percent
None 1172 80.8
One 196 13.5
Two or More 82 5.7
Total 1450 100.0
Interpretation: from the above table the interpretation can be drawn that the number of
recorded children between 6 to 11 years having frequency is 80.80% in none case.

Recoded Adults
Frequency Percent
One 307 21.2
Two 825 56.9
Three 202 13.9
Four or More 116 8.0
Total 1450 100.0
Interpretation:
In the above table the highest frequency of recorded adult is highest in case of 2 which is 56.9
and the second highest is one which is having 21.20% of recorded adults in given case.
Recoded Education
Frequency Percent
Completed high school
or less 232 16.0
Some college 589 40.6
Completed college 457 31.5
Post graduate 168 11.6
Total 1446 99.7
Missing System 4 .3
Total 1450 100.0

REGION
Frequency Percent
Northeast 325 22.4
Midwest 364 25.1
South 477 32.9
West 284 19.6
Total 1450 100.0
Are you…?
Frequency Percent
Single/
separated/
divorced/
widowed
673 46.4
Married/living as
married 767 52.9
Total 1440 99.3
Missing Prefer not to
answer 10 .7
Total 1450 100.0
Which of the following best describes your employment status?
Frequency Percent
Full-time 854 58.9
Part-time 135 9.3
Retired 10 .7
Student 254 17.5
Homemaker 132 9.1
Unemployed 50 3.4

Total 1435 99.0
Missing Prefer not to answer 15 1.0
Total 1450 100.0
Which of the following best describes your family’s annual
household income before taxes?
Frequency Percent
Under $25,000 214 14.8
$25,000 but
under $50,000 422 29.1
$50,000 but
under $75,000 349 24.1
$75,000 but
under $100,000 182 12.6
$100,000 but
under $150,000 108 7.4
$150,000 but
under $200,000 22 1.5
$200,000 or
more 9 .6
Total 1306 90.1
Missing Prefer not to
answer 144 9.9
Total 1450 100.0
Which of the following best represents the last level of education that you, yourself,
completed?
Frequency Percent
Some high school or less 24 1.7
Completed high school 208 14.3

Some college 589 40.6
Completed college 457 31.5
Post graduate 168 11.6
Total 1446 99.7
Missing Prefer not to answer 4 .3
Total 1450 100.0
How many people in each of the following age groups live in your home?
Adults age 18+ Frequency Percent
1 307 21.2
2 825 56.9
3 202 13.9
4 91 6.3
5 22 1.5
7 1 .1
8 2 .1
Total 1450 100.0
How many people in each of the following age groups live in your home? Children under
age 5
Frequency Percent
0 1092 75.3
1 245 16.9
2 95 6.6
3 15 1.0
4 3 .2
Total 1450 100.0
How many people in each of the following age groups live in your home?

Children age 6-11 Frequency Percent
0 1172 80.8
1 196 13.5
2 74 5.1
3 7 .5
4 1 .1
Total 1450 100.0
How many people in each of the following age groups live in your home? Children age 12-
17
Frequency Percent
0 1203 83.0
1 174 12.0
2 65 4.5
3 7 .5
4 1 .1
Total 1450 100.0
Psychographic information
Recoded Usage of fast foods
Frequency Percent
LIght users 555 38.3
Medium users 426 29.4
Heavy users 469 32.3
Total 1450 100.0

You have indicated that you have heard of these restaurants.
When was the last time, if ever, that you, yourself, have eaten
from each one.
Frequency Percent
Shake Shack -
Within ThePast 4
Weeks
327 22.6
Shake Shack -
More Than 4
WeeksTo Within
ThePast 3
Months
242 16.7
Shake Shack -
More Than3
Months Ago
516 35.6
Shake Shack -
Never 91 6.3
Total 1176 81.1
Missing System 274 18.9
Total 1450 100.0
CONCLUSION

REFERENCES
Books and Journals