Out of home businesses - marketing strategies: research

Appendix A - Questionnaires

SG In-store marketing questionnaire – in premise

Visit 1

Price promotions

Ask All

[was Q1 in 2017]

Q1	Were there any clear price promotions, other than meal deals, visible inside or outside of the outlet? Note, we will ask about meal deals later
	Yes	1
	No (Go to Q6)	2

Ask All who answer yes (code 1 at Q1 or code 1 at Q5)

[was Q2 in 2017]

Q2	What product was being advertised?
	Sandwiches/filled rolls/wraps etc. (include paninis, subs and toasties but not burgers)	1
	Savoury pastries (include sausage rolls, steak or chicken or cheese bakes, pies)	2
	Burgers (include beef, chicken, vegetarian, filet-o-fish)	3
	Chips, fries or potato wedges (full or side portion)	4
	Fried chicken, chicken wings, nuggets or strips (or other chicken sides)	5
	Pizza (slices, half and whole pizzas)	6
	Pasta (including noodle dishes)	7
	Kebabs	8
	Savoury sides (include hash browns, onion rings)	9
	Salad (meal)	10
	Salad or vegetable sides	11
	Soup	12
	Crisps and savoury snacks (include pretzels, all popcorn)	13
	Confectionery	14
	Sweet biscuits	15
	Cakes (include donuts, flap jacks, pancakes, waffles)	16
	Sweet pastries e.g., Danish pastries, croissants, pain au chocolat, tarts, flans	17
	Puddings e.g., fruit puddings, sponge puddings, sticky toffee pudding	18
	Ice cream	19
	Cereal bars (include protein bars and nature bars etc.)	20
	Yoghurts/ other dairy desserts	21
	Fruit or nuts (include dried fruit and dried fruit bars)	22
	Cold drinks:
	Soft drinks with added sugar	23
	Low/ no sugar soft drinks	24
	Water (plain – still, sparkling or hint of fruit)	25
	Pure fruit juice or smoothies	26
	Shakes/frappes	27
	Plain milk	28
	Flavoured milk	29
	Other cold drink (specify)	30
	Hot drinks:
	Tea (all teas and herbal teas)	31
	Coffee (All coffee - Americanos, lattes, cappuccinos)	32
	Specialist coffees (with added syrups/ cream)	33
	Hot chocolate	34
	All menu items (for example, % off if you spend a minimum of £X)	35
	Other (specify)	36

Ask All who answer yes (code 1 at Q1)

[was Q3 in 2017]

Q3	What was the nature of the price promotion?
	Multi-buy (buy one get one free, 3 for 2 offers)	1
	Reduced price	4
	Discount for minimum spend	5
	Prominent low price promotion (e.g. £1 offers on shelf edge/ fridges)	6
	Larger size for same price/small amount more	7
	Other (specify)	8

Ask Q4 to all who answer Q3

[was Q4 in 2017 – new option added]

Q4	How and where was this advertised? Tick all that apply (Multicode)
	Signage outside of outlet	1
	Signage in outlet window	2
	Leaflets distributed outside of the outlet	3
	Leaflets inside the outlet	4
	Signage on walls inside the outlet	5
	Signage on fridges/ shelves/ by products	6
	Products on display in queue area	7
	Signage near till area	8
	On digital displays you can order from	9
	Other (specify)	10

Ask All who answer yes (code 1 at Q1)

[was Q5 in 2017]

Q5	Were there any other clear price promotions, other than meal deals, visible?
	Yes (Go to Q2)
	No (Got to Q6a)

If yes at Q5, repeat Qs 2-5, until all price promotions have been recorded both inside and outside of the outlet (code 2 at Q5).

Meal deals

Ask All

New Question

Q6	Were there any clear meal deal promotions for one or more people visible inside or outside of the outlet?
	Yes	1
	No (Go to Q10)	2

Q7	How and where were these advertised? (Multicode)
	Signage outside of outlet	1
	Signage in outlet window	2
	Leaflets distributed outside of the outlet	3
	Leaflets inside the outlet	4
	Signage on walls inside the outlet	5
	Signage on fridges/ shelves/ by products	6
	Products on display in queue area	7
	Signage near till area	8
	On digital displays you can order from	9
	Other (specify)	10

Ask All WHO SELECTED CODE 1 AT Q6.

{was Q6a in 2017 – new options in list]

Q8	If meal deals or drink + snack deals are available, what items are included? (Please select all that are available)
	Main + drink	1
	Main + drink + snack	2
	Main + drink + side (e.g. burger and drink and fries)	3
	Main + main	4
	Drink and snack (e.g coffee and cake)	5
	Other (please specify) _______________	6

Ask All who selected code 1 at Q6.

[Q6b in 2017 – new options]

Q9	Were the following healthier items obviously available to include (not just in the signage) in the meal deal? (Please select all that are included)
	Water (still, sparkling, hint of fruit)	1
	Low / no sugar soft drinks	2
	Plain milk	3
	Fruit / vegetables/ salad / dried fruit/ nuts	4
	Other healthy item (specify)	5
	None of these were obviously available	6

Staff/verbal interaction/ordering

Ask All

[Interviewer note: please order from a member of staff where possible, or from a screen if that is not possible]

[New question]

Q10	Did you order from a:
	Person	1
	In-store digital display	2

[Q19 in 2017 – new options]

Q11	Were you asked (by staff or on screen) if you wanted to up-size any part of your order?
	No/not applicable	1
	No – just asked what size I wanted	2
	Yes – asked if I wanted medium or large	3
	Yes – other (specify)	4

If Yes (code 3 or 4) at Q11

[Q20 in 2017]

Q12	And did the member of staff / screen display indicate any cost advantage to up-sizing your order?
	Yes	1
	No	2

[Q21 in 2017]

Q13	Were you offered any additional items or told about part of a meal deal when placing your order? (with staff or on screen display)
	Yes - told / shown part of a meal deal and I could get crisps/ cake etc. with the items (fruit not mentioned)	1
	Yes - told / shown part of a meal deal and I could get other items (fruit mentioned)	2
	Yes – told / shown part of a meal deal and I could get a drink (water /low/ no sugar soft drinks not mentioned)	3
	Yes – told / shown part of a meal deal and I could get a drink (water/low/no sugar soft drinks mentioned)	4
	Yes- asked / prompted to see if I wanted cake (or similar)	5
	Yes- asked / prompted to see if I wanted cream/ syrup with my drink	6
	Yes- asked / prompted "would you like a drink with that"	7
	Yes- asked / prompted "would you like fries with that"	8
	Yes- asked if wanted specific product placed on the till point or checkout screen (e.g. large chocolate bar) (Please specify)	9
	Yes - asked if I "wanted anything else" generally	10
	Yes- Other (record)	11
	No	12

[Q22 in 2017 – updated wording]

Q14	Did staff (or messages on the screen) indicate any cost advantage to adding the additional item(s)?
	Yes	1
	No	2

[Q31 in 2017 – updated wording]

Q15	Please provide any additional feedback which you feel may add additional value/insight to your visit report (e.g. any loyalty offers / points, delivery offers or anything else to incentivise you to purchase items or to return)
	TEXT	1
	NA	2

SG In-store marketing questionnaire

Visit 2

[Interviewer note: please order from a member of staff where possible, or from a screen if that is not possible]

Q16 (same as 7 in visit 1)	Did you order from a:
	Person	1
	In-store digital display	2

Q17 (same as 8 in visit 1)	Were you asked (by staff or on screen) if you wanted to up-size any part of your order?
	No/not applicable	1
	No – just asked what size I wanted	2
	Yes – asked if I wanted medium or large	3
	Yes – other (specify)	4

If Yes (code 3 or 4) at Q17

Q18 (same as 9 in visit 1)	And did the member of staff / screen display indicate any cost advantage to up-sizing your order?
	Yes	1
	No	2

Q19 (same as 10 in visit 1)	Were you offered any additional items or told part of meal deal when placing your order? (with staff or on screen display)
	Yes - told / shown part of a meal deal and I could get crisps/ cake etc. with the items (fruit not mentioned)	1
	Yes - told / shown part of a meal deal and I could get other items (fruit mentioned)	2
	Yes – told / shown part of a meal deal and I could get a drink (water /low/ no sugar soft drinks not mentioned)	3
	Yes – told / shown part of a meal deal and I could get a drink (water/low/no sugar soft drinks mentioned)	4
	Yes- asked / prompted to see if I wanted cake (or similar)	5
	Yes- asked / prompted to see if I wanted cream/ syrup with my drink	6
	Yes- asked / prompted "would you like a drink with that"	7
	Yes- asked / prompted "would you like fries with that"	8
	Yes- asked if wanted specific product placed on the till point or checkout screens (e.g. large chocolate bar) (Please specify)	9
	Yes - asked if I "wanted anything else" generally	10
	Yes- Other (record)	11
	No	12

Q20 (same as 11 in visit 1)	Did staff (or messages on the screen) indicate any cost advantage to adding the additional item(s)?
	Yes	1
	No	2

Q21	Were there any products prominently displayed at or near the till point or menu and checkout screens to encourage purchase? (Please select all that apply)
	Sandwiches/filled rolls/wraps etc. (include paninis, subs and toasties but not burgers)	1
	Savoury pastries (include sausage rolls, steak or chicken or cheese bakes, pies)	2
	Burgers (include beef, chicken, vegetarian, filet-o-fish)	3
	Chips, fries or potato wedges (full or side portion)	4
	Fried chicken, chicken wings, nuggets or strips (or other chicken sides)	5
	Pizza (slices, half and whole pizzas)	6
	Pasta (including noodle dishes)	7
	Kebabs	8
	Savoury sides (include hash browns, onion rings)	9
	Salad (meal)	10
	Salad or vegetable sides	11
	Soup	12
	Crisps and savoury snacks (include pretzels, all popcorn)	13
	Confectionery	14
	Sweet biscuits	15
	Cakes (include donuts, flap jacks, pancakes, waffles)	16
	Sweet pastries e.g., Danish pastries, croissants, pain au chocolat, tarts, flans	17
	Puddings e.g., fruit puddings, sponge puddings, sticky toffee pudding	18
	Ice cream	19
	Cereal bars (include protein bars and nature bars etc.)	20
	Yoghurts/ other dairy desserts	21
	Fruit or nuts (include dried fruit and dried fruit bars)	22
	Cold drinks:
	Soft drinks with added sugar	23
	Low/ no sugar soft drinks	24
	Water (plain – still, sparkling or hint of fruit)	25
	Pure fruit juice or smoothies	26
	Shakes/frappes	27
	Plain milk	28
	Flavoured milk	29
	Other cold drink (specify)	30
	Hot drinks:
	Tea (all teas and herbal teas)	31
	Coffee (All coffee - Americanos, lattes, cappuccinos)	32
	Specialist coffees (with added syrups/ cream)	33
	Hot chocolate	34
	Other (specify)	35
	No products	36

Other promotions

Q22	Were there any other ways specific products were advertised, that have not already been mentioned? (Inside or outside of the outlet or on the screen) Please do not include price promotions (e.g. multi-buys, meal deals) or checkout placement as these have already been covered in earlier questions E.g. prominent poster advertising a specific product Branding on chiller cabinet/fridge Branded mugs, cups or other accessories (If there are more than three, please record the three most prominent)
	Open text	1
	No	2

Ask If Yes (code 1) at Q22

Q23	What product was being advertised? (repeat for each of 3 recorded in Q22 Single code
	Sandwiches/filled rolls/wraps etc. (include paninis, subs and toasties but not burgers)	1
	Savoury pastries (include sausage rolls, steak or chicken or cheese bakes, pies)	2
	Burgers (include beef, chicken, vegetarian, filet-o-fish)	3
	Chips, fries or potato wedges (full or side portion)	4
	Fried chicken, chicken wings, nuggets or strips (or other chicken sides)	5
	Pizza (slices, half and whole pizzas)	6
	Pasta (including noodle dishes)	7
	Kebabs	8
	Savoury sides (include hash browns, onion rings)	9
	Salad (meal)	10
	Salad or vegetable sides	11
	Soup	12
	Crisps and savoury snacks (include pretzels, all popcorn)	13
	Confectionery	14
	Sweet biscuits	15
	Cakes (include donuts, flap jacks, pancakes, waffles)	16
	Sweet pastries e.g., Danish pastries, croissants, pain au chocolat, tarts, flans	17
	Puddings e.g., fruit puddings, sponge puddings, sticky toffee pudding	18
	Ice cream	19
	Cereal bars (include protein bars and nature bars etc.)	20
	Yoghurts/ other dairy desserts	21
	Fruit or nuts (include dried fruit and dried fruit bars)	22
	Cold drinks:
	Soft drinks with added sugar	23
	Low/ no sugar soft drinks	24
	Water (plain – still, sparkling or hint of fruit)	25
	Pure fruit juice or smoothies	26
	Shakes/frappes	27
	Plain milk	28
	Flavoured milk	29
	Other cold drink (Specify)	30
	Hot drinks:
	Tea (all teas and herbal teas)	31
	Coffee (All coffee - Americanos, lattes, cappuccinos)	32
	Specialist coffees (with added syrups/ cream)	33
	Hot chocolate	34
	Other (specify)	35
		36

Ask If Yes (code 1) at Q22 [Ask a max of twice to capture up to 3 answers to Q22 and Q23]

Q24	Were there any other ways specific products were advertised, that have not already been mentioned?
	Yes (Go back to Q22)	1
	No (Got to Q25)	2

Nutritional content information

[Q28 in 2017]

Q25	Was calorie information obviously available? (Other than on packaging on pre-packed products) (Please select all that apply)
	Yes- calorie information on labels on shelves	1
	Yes- calorie information on the menu/ behind the till point	2
	Yes – on screen	3
	Yes- other (specify where)	4
	No	4

If yes (codes 1-4 at Q24)

[Q29 in 2017]

Q26	And was this calorie information readable/ large enough to easily read?
	Yes	1
	No	2

If yes (codes 1-4 at Q24)

[Q30 in 2017]

Q27	Was there any further nutritional information obviously available? (e.g. fat content)
	Yes- information on labels on shelves	1
	Yes- information on the menu/ behind the till point	2
	Yes – on screen	3
	Yes- other (specify where)	4
	No	5

[Q31 in 2017 – updated wording]

Q28	Please provide any additional feedback which you feel may add additional value/insight to your visit report (e.g. any loyalty offers / points, delivery offers or anything else to incentivise you to purchase items or to return)
	TEXT	1
	NA	2

SG Online marketing questionnaire (one visit)

Visit details

QA	What type of app or website are you using? [see interviewer instructions]
	Just Eat	1
	Uber Eats	2
	Deliveroo	3
	Chain outlet app or website (e.g. Greggs, Costa)	4
	Independent outlet app or website (not part of chain)	5

Note for interviewer: Please review the questions below before beginning your purchase in the app so that you know the types of things to look out for. Complete your purchase in the app or website, noting when you saw any promotions and what kind of offers they were – then complete the questionnaire.

Price promotions

Ask All

Q1O	Were there any clear price promotions, other than meal deals, visible in the app / website? Note, we will ask about meal deals later
	Yes (Go to Q2)	1
	No (Go to Q6)	2

Ask All who answer yes (code 1 at Q1a or code 1 at Q5)

Q2O	What product was being advertised?
	Sandwiches/filled rolls/wraps etc. (include paninis, subs, and toasties but not burgers)	1
	Savoury pastries (include sausage rolls, steak or chicken or cheese bakes, pies)	2
	Burgers (include beef, chicken, vegetarian, filet-o-fish)	3
	Chips, fries or potato wedges (full or side portion)	4
	Fried chicken, chicken wings, nuggets or strips (or other chicken sides)	5
	Pizza (slices, half and whole pizzas)	6
	Pasta (including noodle dishes)	7
	Kebabs	8
	Savoury sides (include hash browns, onion rings)	9
	Salad (meal)	10
	Salad or vegetable sides	11
	Soup	12
	Crisps and savoury snacks (include pretzels, all popcorn)	13
	Confectionery	14
	Sweet biscuits	15
	Cakes (include donuts, flap jacks, pancakes, waffles)	16
	Sweet pastries e.g., Danish pastries, croissants, pain au chocolat, tarts, flans	17
	Puddings e.g., fruit puddings, sponge puddings, sticky toffee pudding	18
	Ice cream	19
	Cereal bars (include protein bars and nature bars etc.)	20
	Yoghurts/ other dairy desserts	21
	Fruit or nuts (include dried fruit and dried fruit bars)	22
	Cold drinks:
	Soft drinks with added sugar	23
	Low/ no sugar soft drinks	24
	Water (plain – still, sparkling or hint of fruit)	25
	Pure fruit juice or smoothies	26
	Shakes/frappes	27
	Plain milk	28
	Flavoured milk	29
	Other cold drink (specify)	30
	Hot drinks:
	Tea (all teas and herbal teas)	31
	Coffee (All coffee - Americanos, lattes, cappuccinos)	32
	Specialist coffees (with added syrups/ cream)	33
	Hot chocolate	34
	All menu items (for example, % off if you spend a minimum of £X)	35
	Other (specify)	36

Ask All who answer yes (code 1 at Q1O)

Q3O	What was the nature of the price promotion?
	Multi-buy (buy one get one free, 3 for 2 offers)	1
	Reduced price	2
	Discount for minimum spend	3
	Prominent low price promotion	4
	Larger size for same price/small amount more	5
	Other (specify)	6

Ask Q4O to all who answer Q3 [Q4O = Q4 online version]

Ask All who answer yes (code 1 at Q1 or code 1 at Q5)

Q.4O	At what stage was the price promotion visible? Tick all that apply
	On the outlet homepage / main homepage	1
	Pop up page	2
	A favourites page (or previous orders page)	3
	Shopping basket page	4
	Checkout page	5
	Menu page	6
	Other (please specify ______________)	7

Ask All who answer yes (code 1 at Q1a)

[was Q5 in 2017]

Q5O	Were there any other clear price promotions, other than meal deals, visible?
	Yes (Go to Q2)	1
	No (Got to Q6O)	2

If yes at Q5, repeat Qs 2-5, until all price promotions have been recorded (code 2 at Q5).

Meal deals

Ask All

New question

Q6O	Were there any clear meal deal promotions for one or more people visible during your journey through the app / website?
	Yes	1
	No (Go to Q11O)	2

Ask All who selected code 1 at Q6O.

Q.7O	At what stage was the price promotion visible? Tick all that apply
	On the outlet homepage / main homepage	1
	Pop up page	2
	A favourites page (or previous orders page)	3
	Shopping basket page	4
	Checkout page	5
	Menu page	6
	Other (please specify ______________)	7

Ask All who selected code 1 at Q6O.

Q8O	If meal deals or drink + snack deals are available, what items are included? (Please select all that are available)
	Main + drink	1
	Main + drink + snack	2
	Main + drink + side (e.g. burger and drink and fries)	3
	Main + main	4
	Drink and snack (e.g coffee and cake)	5
	Other (please specify) _______________	6

Ask All who selected code 1 at Q6O.

Q9O	Were the following healthier items obviously available to include in the meal deal? (Please select all that are included)
	Water (still, sparkling, hint of fruit)	1
	Low / no sugar soft drinks	2
	Plain milk	3
	Fruit / vegetables/ salad / dried fruit/ nuts	4
	Other healthy item (specify)	5
	None of these were obviously available	6

Ordering

[No question 10]

Ask All

Q11O	Were you asked if you wanted to up-size any part of your order?
	No/not applicable	1
	No – I just selected the size I wanted	2
	Yes – I was asked if I wanted a larger size of an item	3
	Yes – other (specify)	4

If Yes (code 3 and 4) at Q11

Q12O	And did the app / website indicate any cost advantage to up-sizing your order?
	Yes	1
	No	2

Q13O	Were you offered any additional items or told part of meal deal when placing your order?
	Yes - shown that as part of a meal deal and I could get crisps/ cake etc. with the items (fruit not mentioned)	1
	Yes - shown that as part of a meal deal and I could get other items (fruit mentioned)	2
	Yes – shown that as part of a meal deal and I could get a drink (water /low/ no sugar soft drinks not mentioned)	3
	Yes – shown that as part of a meal deal and I could get a drink (water/low/no sugar soft drinks mentioned)	4
	Yes- prompted to see if I wanted cake (or similar)	5
	Yes- prompted to see if I wanted cream/ syrup with my drink	6
	Yes- prompted "would you like a drink with that"	7
	Yes- prompted "would you like fries with that"	8
	Yes- asked if wanted specific product at the checkout screen (e.g. large chocolate bar) (Please specify)	9
	Yes - asked if I "wanted anything else" generally	10
	Yes- Other (record)	11
	No	12

Q14O	Did the messages on screen indicate any cost advantage to adding the additional item(s)?
	Yes	1
	No	2

Nutritional content information

Q21O	Was calorie information obviously available (in the app / website)? (Please select all that apply)
	Yes- calorie information on menu pages	1
	Yes- other (specify where)	2
	No	3

If yes (codes 1-4 at Q18)

Q22O	And was this calorie information readable/ large enough to easily read?
	Yes	1
	No	2
	Other (please specify / explain)	3

Q23O	Please provide any additional feedback which you feel may add additional value/insight to your app/website report (e.g. any loyalty offers / points, delivery offers or anything else to incentivise you to purchase items or to return)
	TEXT	1
	NA	2