Winebar Test
Winebar test
Research group: n=18 Canada-based participants (Toronto/Vancouver), spanning retirees, mid-life professionals, families, and students.
What they said: Most dine out about once per week (some 0 in tight/busy weeks; travel spikes to 5–6/week; occasional high-end splurges), anchored to date nights, family meals, and pre/post events at casual, ethnic, comfort-focused spots (ramen/pho, Indian, sushi, shawarma).
Weather steers cuisine (cold → broth/comfort; warm → patios), while logistics, noise, seating/access, and perceived value (portion/price, transparent tips/fees) are decisive; QR-only or app-first experiences are widely disliked. Main insights: Dining out is a pragmatic, low‑friction ritual (often 45–60 minutes) that rewards predictability, transparency, and physical comfort (chairs with backs, step‑free paths, readable printed menus).
Clear takeaways: For a wine bar test, capture early, quiet rituals and pre/post‑event windows; keep pricing/tip prompts crystal‑clear; offer a tight, weather‑responsive mix (one hot comfort in cold snaps; lighter patio plates in warm weather) and ensure easy transit/parking access.
Avoid QR‑only/app waitlists and manage sound to conversational levels; consider early‑hour accommodations (booster seats, clear allergen/veg/low‑sodium labels) to win the broad 0–1x/week crowd.
Joan Ellis
Joan Ellis, 90, married retired Vancouver resident, former co‑founder of a European auto‑parts business, household income $200k+, Hindu, values reliability, community, swimming, vintage cars, and low‑maintenance solutions.
Lucas Bennett
Lucas Bennett is a 9-year-old boy in suburban Vancouver, BC, living with both parents in an owner-occupied townhouse. He enjoys cars, LEGO, and beginner photography; routines are structured with limited screen time.
Claire Bouchard
Claire Bouchard, 42, is a married, child-free Toronto-based warehouse shift lead (Production/Transportation), earning $75k–$99k; pragmatic and safety-focused, she prioritizes durability, reliability, time savings, and clear pricing.
Evan Carter
Evan Carter, 35, is a married male Toronto-based insurance sales/office worker earning $25k–$49k, living in a one-bedroom condo with his wife; enjoys pilates, fishing, soccer, and practices Sikhism.
Claire Lin
Claire Lin, 34, is a married Vancouver-based utilities operations planner (production/transport/materials) living semi-rural. Employed, household income ≈ CAD185k; prioritizes reliability, safety, outdoor lifestyle, and durable, cost-effective gear.
Lucas Mazur
Lucas Mazur is a 14-year-old Canadian boy living on Toronto’s rural edge; a disciplined, budget-conscious student who trains martial arts, cooks, listens to podcasts, and prefers durable, practical gear.
Isabel Cruz
Isabel Cruz is an 88-year-old female, divorced, child-free Toronto (urban) resident working in sales/office for finance, employed part-time with $75k–$99k income, prioritizing independence and reliability.
Andrew Wallace
Andrew Wallace, 68, Toronto-based retired strategist living in a rented lake-view condo. Financially comfortable ($200k+), tech‑savvy and cultured—watercolorist, gamer, Toronto FC fan, frequent traveler—values thoughtful design and transparency.
Matthew Clarke
Matthew Clarke is a 35-year-old married male Front-of-House supervisor in suburban North York, Toronto, earning $25–49k. He and his spouse rent, keep a mostly vegetarian home, and enjoy birding, running, and theatre.
Owen Clarke
Evelyn Cheng
Evelyn Cheng, 50, is a married, child-free maintenance planner in natural resources who lives in rural Toronto, ON, works mostly from home, and earns $150k–$199k annually.
Susan Walker
"Susan Walker, 61, Toronto-based early-retired academic librarian living solo, income $50k–$74k; practical, DIY-minded hiker and volunteer literacy tutor who values durability, privacy, and prudent finances."
Barbara Thompson
Barbara Thompson, 73, is a married, Toronto-based retired procurement manager in suburban Etobicoke. Financially secure ($100k–$149k), she values practical, sustainable, evidence-based choices and enjoys cycling, swimming, films, and travel.
Monique Roy
Monique Roy is a 69-year-old widowed Canadian woman in Toronto who manages operations and client care at a boutique real estate firm, rents a one-bedroom, budgets carefully, and values reliable, bilingual services.
Simone Williams
Simone Williams, 53, is a Black Canadian woman in Toronto. She’s a part‑time operations coordinator, married with one teenage daughter, a budget‑conscious renter, community‑focused runner and home cook who values reliability.
Liam Murphy
Liam Murphy is a 4-year-old boy (he/him) in Toronto, ON, raised in a multigenerational home; routines, outdoor play, books and music shape his days—caregivers favor durable, safe, easy-care products.
Brian Charles
"Brian Charles, a 56-year-old First Nations man in suburban Vancouver, BC, is an unmarried, childless office coordinator in property management (Sales/Office), earning $75–99k and valuing fairness, durability, and community."
Samuel Charles
Samuel Charles, 83, is a retired Toronto bakery owner living independently in a mortgage‑free home. He earns $200k+ from investments, volunteers at church and the food bank, and favors pragmatic, low‑maintenance choices.
Joan Ellis
Joan Ellis, 90, married retired Vancouver resident, former co‑founder of a European auto‑parts business, household income $200k+, Hindu, values reliability, community, swimming, vintage cars, and low‑maintenance solutions.
Lucas Bennett
Lucas Bennett is a 9-year-old boy in suburban Vancouver, BC, living with both parents in an owner-occupied townhouse. He enjoys cars, LEGO, and beginner photography; routines are structured with limited screen time.
Claire Bouchard
Claire Bouchard, 42, is a married, child-free Toronto-based warehouse shift lead (Production/Transportation), earning $75k–$99k; pragmatic and safety-focused, she prioritizes durability, reliability, time savings, and clear pricing.
Evan Carter
Evan Carter, 35, is a married male Toronto-based insurance sales/office worker earning $25k–$49k, living in a one-bedroom condo with his wife; enjoys pilates, fishing, soccer, and practices Sikhism.
Claire Lin
Claire Lin, 34, is a married Vancouver-based utilities operations planner (production/transport/materials) living semi-rural. Employed, household income ≈ CAD185k; prioritizes reliability, safety, outdoor lifestyle, and durable, cost-effective gear.
Lucas Mazur
Lucas Mazur is a 14-year-old Canadian boy living on Toronto’s rural edge; a disciplined, budget-conscious student who trains martial arts, cooks, listens to podcasts, and prefers durable, practical gear.
Isabel Cruz
Isabel Cruz is an 88-year-old female, divorced, child-free Toronto (urban) resident working in sales/office for finance, employed part-time with $75k–$99k income, prioritizing independence and reliability.
Andrew Wallace
Andrew Wallace, 68, Toronto-based retired strategist living in a rented lake-view condo. Financially comfortable ($200k+), tech‑savvy and cultured—watercolorist, gamer, Toronto FC fan, frequent traveler—values thoughtful design and transparency.
Matthew Clarke
Matthew Clarke is a 35-year-old married male Front-of-House supervisor in suburban North York, Toronto, earning $25–49k. He and his spouse rent, keep a mostly vegetarian home, and enjoy birding, running, and theatre.
Owen Clarke
Evelyn Cheng
Evelyn Cheng, 50, is a married, child-free maintenance planner in natural resources who lives in rural Toronto, ON, works mostly from home, and earns $150k–$199k annually.
Susan Walker
"Susan Walker, 61, Toronto-based early-retired academic librarian living solo, income $50k–$74k; practical, DIY-minded hiker and volunteer literacy tutor who values durability, privacy, and prudent finances."
Barbara Thompson
Barbara Thompson, 73, is a married, Toronto-based retired procurement manager in suburban Etobicoke. Financially secure ($100k–$149k), she values practical, sustainable, evidence-based choices and enjoys cycling, swimming, films, and travel.
Monique Roy
Monique Roy is a 69-year-old widowed Canadian woman in Toronto who manages operations and client care at a boutique real estate firm, rents a one-bedroom, budgets carefully, and values reliable, bilingual services.
Simone Williams
Simone Williams, 53, is a Black Canadian woman in Toronto. She’s a part‑time operations coordinator, married with one teenage daughter, a budget‑conscious renter, community‑focused runner and home cook who values reliability.
Liam Murphy
Liam Murphy is a 4-year-old boy (he/him) in Toronto, ON, raised in a multigenerational home; routines, outdoor play, books and music shape his days—caregivers favor durable, safe, easy-care products.
Brian Charles
"Brian Charles, a 56-year-old First Nations man in suburban Vancouver, BC, is an unmarried, childless office coordinator in property management (Sales/Office), earning $75–99k and valuing fairness, durability, and community."
Samuel Charles
Samuel Charles, 83, is a retired Toronto bakery owner living independently in a mortgage‑free home. He earns $200k+ from investments, volunteers at church and the food bank, and favors pragmatic, low‑maintenance choices.
Sex / Gender
Race / Ethnicity
Locale (Top)
Occupations (Top)
| Age bucket | Male count | Female count |
|---|
| Income bucket | Participants | US households |
|---|
Summary
Themes
| Theme | Count | Example Participant | Example Quote |
|---|
Outliers
| Agent | Snippet | Reason |
|---|
Overview
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Older retirees (60+), Toronto-heavy |
|
This cohort chooses dining experiences that minimize sensory and physical friction (low noise, printed menus, step-free access, sturdy chairs) and prefers neighbourhood, family-run spots they trust; they avoid QR-only and loud venues and schedule early seating when possible. | Joan Ellis, Isabel Cruz, Barbara Thompson, Samuel Charles, Susan Walker |
| Active mid-life professionals / caregivers (30–45), mixed incomes |
|
They treat eating out as an efficiency pause tied to schedules and logistics: selections favor convenient parking/transit, predictable value, and casual ethnic or comfort venues that fit short windows (post-exercise, date night, errands). | Evan Carter, Claire Bouchard, Matthew Clarke, Owen Clarke |
| High-income older travellers / culture-oriented (65+) |
|
Although baseline frequency is modest, this persona is willing to pay for precision, pacing and quiet on cultural nights and to splurge on high-craft, destination experiences (e.g., omakase, refined bistros) when traveling or attending events. | Andrew Wallace, Barbara Thompson |
| Lower-income urban households and nonprofit workers (30–55) |
|
Budget constraints shape nearly every choice: weekly outings are preserved but tightly capped via per-person limits and strong value-seeking. These respondents disproportionately patronize local independents and neighbourhood ethnic spots as affordable reliable options. | Simone Williams, Monique Roy |
| Young households / children & students (households with ages 4–14) |
|
Eating-out frequency is low; when families go out they prioritize predictability, speed and child-friendly logistics (booster/high chairs, short waits, simple menus). Noise levels and seating directly determine whether the child participates. | Liam Murphy, Lucas Mazur, Lucas Bennett |
| Vancouver active outdoors cohort (20s–40s, higher earners) |
|
Dining is integrated with outdoor routines; they prioritize short menus, quick throughput, patio/dog-friendliness and bike/transit access, choosing stops that fit pre- or post-activity windows. | Owen Clarke, Lucas Bennett, Brian Charles |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Weekly baseline | Most personas maintain roughly one restaurant visit per week as a default habit; frequency flexes up for travel, celebrations or cultural outings and down for budgeting or family constraints. | Evan Carter, Joan Ellis, Claire Lin, Owen Clarke, Monique Roy, Simone Williams, Brian Charles, Samuel Charles |
| Weather-driven choices | Weather and seasonality reliably shift cuisine preference and venue type-cold increases demand for brothy, comforting meals; warm weather boosts patio use and lighter fare. | Evan Carter, Claire Lin, Andrew Wallace, Evelyn Cheng, Simone Williams |
| Noise and accessibility sensitivity | Across ages, respondents call out poor acoustics and uncomfortable seating as deterrents; older and mobility-constrained people especially require step-free entry, supportive chairs and printed menus. | Joan Ellis, Isabel Cruz, Susan Walker, Barbara Thompson, Samuel Charles |
| Value and surcharge aversion | Transparent pricing is a cross-cutting expectation: surprise ‘hospitality’ fees or aggressive auto-gratuities discourage visits; many people apply explicit portion/price heuristics when deciding where to eat. | Evan Carter, Claire Lin, Matthew Clarke, Owen Clarke, Simone Williams |
| Preference for neighborhood, reliable ethnic spots | Mom-and-pop and ethnic neighbourhood restaurants are repeatedly invoked as dependable, affordable, and quick options, serving both budget-conscious and convenience-oriented diners. | Evan Carter, Claire Bouchard, Monique Roy, Simone Williams, Brian Charles |
| Aversion to app-first / QR-only UX | QR-only menus, app-based ordering and mandatory digital waitlists are common deal-breakers, especially for older adults and those who value quick, low-friction payment and printed menus. | Joan Ellis, Claire Lin, Susan Walker, Isabel Cruz, Monique Roy |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Older retirees (60+) | Prioritize quiet, printed menus and physical accessibility over novelty or trendiness-contrast with younger urban diners who prioritize speed, patio/dog-friendliness and trend-driven menus. | Joan Ellis, Isabel Cruz, Barbara Thompson, Lucas Bennett, Owen Clarke |
| High-income older travellers (65+, $200k+) | Will maintain a modest weekly baseline yet are willing to substantially increase frequency and spend for travel- or culture-driven occasions (splurging on omakase or refined bistros); contrasts with lower-income urban households who preserve weekly habits but cap spend tightly and favor low-cost, filling options. | Andrew Wallace, Barbara Thompson, Simone Williams, Monique Roy |
| Active mid-life professionals (30–45) | Treat dining as scheduled efficiency tied to logistics (parking, quick seating), whereas the Vancouver outdoor cohort aligns dining tightly with activity windows and outdoor amenity needs (bike access, patios, dog-friendliness). | Evan Carter, Matthew Clarke, Owen Clarke, Brian Charles, Lucas Bennett |
| Higher-income but low-frequency households (e.g., Claire Lin) | Despite higher incomes, some respondents opt for low frequency and 'home-first' choices driven by efficiency and portion-value calculations-this contrasts with income-based expectations that higher earners dine out more often. | Claire Lin, Andrew Wallace |
Overview
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Quiet-first reset + printed, large-type menus | Noise and QR-only menus are universal turn-offs; comfort and legibility drive loyalty. | GM + FOH Manager | Low | High |
| 2 | Pricing transparency pledge at POS and on menu | Guests avoid surprise fees and aggressive tip screens; trust boosts visit frequency. | GM + Finance | Low | High |
| 3 | Early-bird pre-event value set | Captures the 45–60 min, low-friction ritual most common in the data. | Chef + GM | Low | High |
| 4 | Weather toggle: one hot comfort + one light patio plate | Demand shifts with temperature; simple swaps lift conversion on cold snaps/heat waves. | Chef | Low | Med |
| 5 | Accessibility and seating basics | Step-free path, chairs with backs, booster/high chairs reduce friction for key segments. | Operations | Low | Med |
| 6 | Gift-card + date-night nudge | Gift cards trigger outings in this audience; drives weekly ritual without app friction. | Marketing | Low | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Acoustics and comfort retrofit | Install acoustic panels/soft surfaces, define a <70 dB noise-floor target, add booth backs and supportive chairs; create a calm zone for early seatings. | Operations | 6–8 weeks | Budget approval, Vendor quotes, Lead times for acoustic panels and seating |
| 2 | Menu engineering for value density and clarity | Printed large-type menus with allergen icons (veg/vegan, low-sodium), fair half pours, snack plates with strong CM, and a 45-min pre-event set under a clear price cap. | Chef + Finance | 4 weeks | Dish costing, Supplier alignment, Menu design/print |
| 3 | Weather-responsive operating playbook | Cold-weather comfort (soup/stew, mulled wine) vs. warm-weather patio set (spritz, chilled whites, salads); heaters/shade; dog-friendly patio kit; weekly social/menu swaps. | Operations + Marketing | 8–10 weeks | Permits for patio/heaters, Equipment procurement, Supplier availability |
| 4 | Pre/post-event partnerships | Fixed-price pre-show menu times aligned to local venues (galleries, theatres, stadium); ticket-holder perks; low-noise pledge during early windows. | Marketing + GM | 8 weeks | Partner outreach, Reservation policy updates, Staff pacing training |
| 5 | POS and payment simplification | Configure sane tip prompts (counter vs. table), enable printed receipts, quick tap-to-pay at table, and a non-harvesting waitlist; post a plain-language privacy note. | Operations + IT/POS Vendor | 3 weeks | POS vendor configuration, Staff training, Menu/receipt copy updates |
| 6 | No-app loyalty + segment offers | Physical stamp card or receipt-linked email (opt-in) for early-bird and patio tiers; quiet-hours promo for seniors, family-friendly early seating, outdoors cohort patio calendar. | Marketing | 6 weeks | Design/print, Data capture workflow, FOH training |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Early-bird covers share | Percent of weekday covers seated before 6:30 pm | ≥25% within 60 days | Weekly |
| 2 | Noise/comfort satisfaction | Average comfort score (1–5) from short comment cards at checkout | ≥4.3 | Monthly |
| 3 | Menu transparency complaints | Count of guest complaints about fees/tip prompts/surprises | 0 per week | Weekly |
| 4 | Value-menu contribution margin | CM% for early-bird/pre-event set vs. overall menu | ≥70% CM on value set; overall CM ≥74% | Weekly |
| 5 | Pre-event dwell-time compliance | Share of pre-event tables that turn in ≤60 minutes | ≥80% | Weekly |
| 6 | Dietary labeling coverage | Percent of menu items with clear veg/vegan/allergen/low-sodium indicators | 100% | Monthly |
| 7 | Patio utilization (weather days) | Occupancy rate of patio seats during suitable weather windows | ≥75% | Weekly (seasonal) |
| 8 | Gift card redemption lift | Change in monthly gift card redemptions vs. baseline | +30% QoQ | Monthly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Margin compression from value pricing and half pours | Engineer high-CM snacks, tighten COGS targets (≤28% on value dishes), rotate seasonal buys, portion discipline training | Finance + Chef |
| 2 | Brand drift (wine bar vs. comfort cafe) | Frame as comfort-forward wine bar in copy; anchor menu to curated wines and pairings while keeping 1–2 comfort dishes seasonal | Marketing |
| 3 | Operational complexity from weather-responsive menu | Limit toggles to 1 hot + 1 cold feature; batch-prep SKUs; clear par levels and 2-day rotation | Operations |
| 4 | Accessibility upgrades exceed budget/timeline | Phase work: immediate low-cost fixes (chairs, lighting, door mats) then panels/booths; pursue small grants/tax credits where applicable | Operations |
| 5 | Partner dependency for pre/post-event flow | Diversify 3–5 partners; create an independent ‘no-ticket’ early-bird to reduce reliance | Marketing + GM |
| 6 | Compliance issues (patio, dogs, minors with alcohol service) | Confirm local by-laws; post policies; staff training on ID and patio rules; adjust signage | GM |
Timeline
Weeks 3–6: Early-bird value set launches; POS tableside tap + receipts; dietary icons finalized; first weather toggle dishes; partner outreach begins.
Weeks 6–10: Acoustic panels/booth backs installed; patio kit (heaters/shade, dog bowls) staged; no-app loyalty rolls out; first partner pre-show nights.
Weeks 10+: Iterate menu-engineering from KPI reads; expand partner list; refine patio activation; explore light capital upgrades as ROI confirms.
Winebar Test: Synthesis for 6Seeds Decision-Makers
Study objective and context
We explored how often people dine out and what drives those choices to inform a neighborhood wine bar’s positioning, menu, service design, and operating model. Across 18 respondents, the modal cadence is ~once per week, flexing with weather, logistics, budget/value, and comfort/accessibility needs.
What we learned (question-level evidence)
Most respondents describe a predictable, occasion-driven rhythm anchored at about one weekly visit, often tied to rituals (post-exercise, date nights, pre/post events). Example: Evan Carter-“Thursday ramen after pilates… Saturday veg Indian with the family, and then the rest is home cooking.” Key drivers were consistently cited: weather (18/18) shaping cuisine/venue-Evelyn Cheng: “Cold, damp days equal soup cravings. Heat waves equal patios.”; logistics, noise, and accessibility (17/18) determining “worth it” decisions; budget and perceived value (16/18), including aversion to surprise fees; a preference for casual, ethnic comfort (12/18) as reliable, affordable anchors; and a notable aversion to app-first/QR-only experiences (12/18). Divergences existed: households with kids or students often reported 0 most weeks due to budget/bedtime/transport (e.g., Liam Murphy, Lucas Mazur), while some higher-income or travel-driven respondents spiked to 5–6/week or splurged on high-craft experiences (omakase).
Persona correlations and demographic nuances
- Older retirees (60+): Seek quiet rooms, printed menus, step-free access, supportive seating; avoid QR-only and loud venues (e.g., Joan Ellis, Isabel Cruz).
- Active mid-life professionals (30–45): Treat dining as a scheduled efficiency pause; prioritize parking/transit, predictable value, and casual ethnic comfort (e.g., Evan Carter).
- High-income culture-oriented seniors: Modest weekly baseline, selectively splurge for precision and quiet on cultural nights (Andrew Wallace).
- Lower-income urban households: Preserve weekly outings but cap spend and optimize portion/value; favor neighborhood independents (Simone Williams, Monique Roy).
- Young households/students: Low frequency; require predictability, short waits, child seating; noise and seating dictate participation (Liam Murphy, Lucas Mazur).
- Vancouver outdoors cohort: Integrate dining with activity windows; want patios, dog-friendliness, bike/transit access (Owen Clarke, Lucas Bennett).
Shared mindsets: Weekly baseline with flex up for events/travel and down for constraints; weather-driven choices; noise/accessibility sensitivity; value and surcharge aversion; preference for neighborhood, reliable ethnic spots.
Implications for a wine bar
To win more of the ~1x/week occasions, design for low-friction, quiet, and transparent experiences, with weather-responsive offerings and a pre/post-event operating window. Make comfort, access, and value obvious at first glance.
- Quick wins: Quiet-first reset with acoustic discipline and printed large-type menus; pricing transparency pledge (no surprise fees; sane tip prompts); early-bird pre-event value set (45–60 minutes); one weather toggle each for hot comfort and light patio plate; accessibility basics (chairs with backs, step-free path, booster/high chairs).
- Initiatives: Acoustics/comfort retrofit targeting <70 dB and supportive seating; menu engineering for clarity, half-pours, strong-CM snacks, and a capped-price pre-event set; weather-responsive playbook (cold: soup/stew, mulled wine; warm: spritz/chilled whites, salads), plus patio kit; pre/post-event partnerships (theatres/galleries); POS/payment simplification (tableside tap-to-pay, printed receipts, privacy note).
Risks and guardrails
- Margin compression from value pricing/half pours-mitigate via high-CM snacks, COGS ≤28% on value dishes, portion discipline.
- Brand drift toward “comfort cafe”-anchor copy as a comfort-forward wine bar with curated pairings and 1–2 seasonal comfort features.
- Operational complexity from weather toggles-limit to one hot + one cold feature with batch-prep and tight pars.
- Accessibility upgrades overruns-phase work and seek grants/credits.
- Partner dependency-diversify 3–5 partners and maintain an independent early-bird.
Measurement guardrails (KPIs)
- Early-bird covers share: ≥25% within 60 days.
- Noise/comfort satisfaction (1–5): ≥4.3 via short checkout cards.
- Menu transparency complaints: 0 per week.
- Value-set contribution margin: ≥70% CM; overall CM ≥74%.
- Pre-event dwell-time compliance: ≥80% under 60 minutes.
Immediate next steps (sequenced)
Weeks 0–2: Lower music, add printed menus, adjust tip prompts, add chairs/boosters, launch transparency pledge.
Weeks 3–6: Launch early-bird set and first weather toggles; enable tableside tap/receipts; finalize dietary icons; start partner outreach.
Weeks 6–10: Install acoustic panels/supportive seating; stage patio kit; run first partner pre-show nights; roll out no-app loyalty.
Weeks 10+: Iterate menu and operations from KPI readouts; expand partners; evaluate ROI-driven capital upgrades.
Decision check: Maintain the weekly-occasion focus, uphold comfort/quiet and transparency standards, and tune weather/event plays based on KPI deltas and guest comments.
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How likely are you to visit a new wine bar within a 15‑minute travel radius of your home in the next 30 days?likert Quantifies near-term trial potential and validates assumed trade area for site selection and launch planning.
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When are you most likely to visit a wine bar? Select all that apply (e.g., Weeknights 5–7pm; Weeknights 7–9pm; Fri/Sat 5–7pm; Fri/Sat 7–10pm; Weekend afternoons; Late night 10pm–12am).multi select Informs operating hours, staffing, and promo timing to capture peak demand windows.
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What is the maximum per‑person spend you would be comfortable with for a wine bar visit (before tax and tip, in CAD)?numeric Sets price ceilings for by‑the‑glass, flights, and small plates to align with perceived value.
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At a wine bar, what would you most likely order first?single select Guides menu architecture and inventory (by‑the‑glass vs flights vs bottle vs other beverages).
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MaxDiff: Which features most vs least influence your choice of a wine bar? Items: Wide by‑the‑glass selection (incl. half pours); Wine flights; Knowledgeable, approachable staff; Quiet acoustics; Comfortable seating with backs; Quality small plates/pairings; Transparent pricing (no surprise fees); Printed, readable menus; Step‑free access/easy navigation; Reservations or reliable waitlist; Patio seating; Good non‑alcoholic options.maxdiff Prioritizes features to emphasize in concept, build‑out, and messaging.
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What are the main barriers that would stop you from choosing a wine bar? Select all that apply (e.g., too expensive, intimidating vibe, too loud, limited food, hard to reach/parking, inconvenient hours, QR‑only ordering, lack of non‑alcoholic options, no reservations/long waits, uncomfortable seating, hidden fees, menu hard to read).multi select Identifies blockers to remove via design, policy, and communications.
Research group: n=18 Canada-based participants (Toronto/Vancouver), spanning retirees, mid-life professionals, families, and students.
What they said: Most dine out about once per week (some 0 in tight/busy weeks; travel spikes to 5–6/week; occasional high-end splurges), anchored to date nights, family meals, and pre/post events at casual, ethnic, comfort-focused spots (ramen/pho, Indian, sushi, shawarma).
Weather steers cuisine (cold → broth/comfort; warm → patios), while logistics, noise, seating/access, and perceived value (portion/price, transparent tips/fees) are decisive; QR-only or app-first experiences are widely disliked. Main insights: Dining out is a pragmatic, low‑friction ritual (often 45–60 minutes) that rewards predictability, transparency, and physical comfort (chairs with backs, step‑free paths, readable printed menus).
Clear takeaways: For a wine bar test, capture early, quiet rituals and pre/post‑event windows; keep pricing/tip prompts crystal‑clear; offer a tight, weather‑responsive mix (one hot comfort in cold snaps; lighter patio plates in warm weather) and ensure easy transit/parking access.
Avoid QR‑only/app waitlists and manage sound to conversational levels; consider early‑hour accommodations (booster seats, clear allergen/veg/low‑sodium labels) to win the broad 0–1x/week crowd.
| Name | Response | Info |
|---|