Village of Sugar Grove - Restaurant Survey Results Data collected July/August 2021, Presented September 2021 Michael Schomas - Village Trustee
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Village of Sugar Grove
Restaurant Survey Results
Data collected July/August 2021, Presented September 2021
Michael Schomas – Village TrusteeMichael Schomas
LinkedIn: https://www.linkedin.com/in/mike-schomas-0164b04
Certifications & Training
Education • Project Management (Kepner-Tregoe, PMI, PRINCE II, Agile)
• Masters - Operations Management - Illinois Institute of Technology May • Six Sigma Green Belt Certified
2010
• Six Sigma Black Belt Trained
• B.S. Electrical Engineering - Illinois Institute of Technology May 2003
• Statistical Process Control & Capability
• B.A. Physics/Mathematics - North Central College June 1994
• Measurement System Analysis
Domain
• Variance Components Analysis
• Project & Resource Management (Technical & Operational)
• Internal Auditing to ISO 9000
• Software Design & Development
• Electronic Components & Optics
• Radar Concepts For Technical Personnel
• Manufacturing/Process Optimization & Various Test Measurement & • RF & Filter Design Fundamentals
Equipment • Introduction To Systems Engineering
Highlights • Printed Wiring Board Design Guidelines
• Over 17 years as project lead, project manager, or engineering manager • 1998 IEEE/UFFC Symposium
• Over 15 years of generalized, and varied software development activities • Cross-Functional Team Training & Problem Solving
• Over 10 years in Business Process Optimization Technical Profile
• Over 10 years in SPC and 6-Sigma principles including Certification in 6- • Management roles in mainline and consulting organizations, structuring for growth and increased
Sigma Green Belt from University of Michigan. offerings - > 15 Years
• Over five years in the telecom components industry • Built several highly effective teams, increasing top-line revenue growth by > 500% and hired
• Over 4 years in agri-business software development more than 120 technical professionals
• Over three years in the military / government contract industry • Established reduced cycle time for for various business processes, assembly and testing - 12
• Over three years in the water treatment and point-of-use water filtration Years
industry • Building standard processes for project and resource management methodologies specific to the
organization at hand - 8 Years
Personal/Interests
• Identifying necessary testing through creation of FMEA and test plan documents - 8 Years
• Kids 2
• Assigned as the key technical individual for technology transfers and facility relocations - 4 Years
• Studio Musician
• Lead in the transition of electro-optical, automated test equipment from development, 2 to
• Resident Rock Star
manufacturing. - 3.5 YearsMichael Schomas
LinkedIn: https://www.linkedin.com/in/mike-schomas-0164b04
Certifications & Training
Education • Project Management (Kepner-Tregoe, PMI, PRINCE II, Agile)
• Masters - Operations Management - Illinois Institute of Technology May
• Six Sigma Green Belt Certified
2010
• Six Sigma Black Belt Trained
• B.S. Electrical Engineering - Illinois Institute of Technology May 2003
• B.A. Physics/Mathematics - North Central College June 1994 • Statistical Process Control & Capability
• Measurement System Analysis
Domain
• Variance Components Analysis
• Project & Resource Management (Technical & Operational)
These are the • Internal Auditing to ISO 9000
• Software Design & Development
• Radar Concepts For Technical Personnel
• Electronic Components & Optics skills needed
• Manufacturing/Process Optimization & Various Test Measurement & • RF & Filter Design Fundamentals
Equipment • Introduction To Systems Engineering
Highlights • Printed Wiring Board Design Guidelines
• Over 17 years as project lead, project manager, or engineering manager • 1998 IEEE/UFFC Symposium
• Over 15 years of generalized, and varied software development activities • Cross-Functional Team Training & Problem Solving
• Over 10 years in Business Process Optimization Technical Profile
• Over 10 years in SPC and 6-Sigma principles including Certification in 6- • Management roles in mainline and consulting organizations, structuring for growth and increased
Sigma Green Belt from University of Michigan. offerings - > 15 Years
• Over five years in the telecom components industry • Built several highly effective teams, increasing top-line revenue growth by > 500% and hired
• Over 4 years in agri-business software development more than 120 technical professionals
• Over three years in the military / government contract industry • Established reduced cycle time for for various business processes, assembly and testing - 12
• Over three years in the water treatment and point-of-use water filtration Years
industry • Building standard processes for project and resource management methodologies specific to the
Personal/Interests organization at hand - 8 Years
• Identifying necessary testing through creation of FMEA and test plan documents - 8 Years
• Kids 2
• Assigned as the key technical individual for technology transfers and facility relocations - 4 Years
• Studio Musician
• Lead in the transition of electro-optical, automated test equipment from development, 3 to
• Resident Rock Star
manufacturing. - 3.5 YearsPersonal Career Path / Timeline
High
Dell EPLAN
School
>5 Yrs 5 Yrs
1990
Illinois Northrop Efficiency
Wesleyan Grumman Associates
1990-1992 4 Yrs 1 Yr
MS MITOM IIT
North CTS CNHi
Central >5 Yrs Circa 5 Yr
1992-1994
Education
BA Physics • Masters - Operations Management - IIT May 2010
/ Mathematics • B.S. Electrical Engineering - IIT May 2003
Culligan • B.A. Physics/Mathematics - North Central College June 1994
>3 Yrs BS EE IITSo what does
this mean?
I’m a numbers weenie!!!!A Brief Story About Me:
• I almost purchased a franchise….like incredibly
close…like I had the plane ticket purchased to sign the
contract close.
• Why: I spent a HUGE amount of time researching my
options over nearly a year, food and otherwise, and
interviewed countless companies.
My point?
• I've got some experience here on how these things
work, and how the market analysis is done
Franchise Vs Chain?
• Individual ownership vs. ownership group
Private Ownership
• Financing to build something from the ground up will be
a challenge for a restauranteur to secure financingSome notes on the analysis:
• 853 respondents, representing about 8.5% of the total village
population
• 5% seems to be typical in industry for e-mailed surveys
• Is this higher since our e-mail list probably skews toward a
population that is normally more engaged ? Probably
• I am assuming that the respondents represent a typical distribution
of our community population in my assessments
• 853 respondents, 5 choices, gives 3408 discrete data points
• Not everyone wrote 5 suggestionsA Note On Statistics
I needed to baseline the data … And I need to qualify my comments
• The survey was not set-up in a fashion that follows the Scientifically proper
methods that one would do in a proper Design of Experiments (DoE)
• We don't have a "Null Hypothesis" … necessarily.
• The results can’t technically be considered "statistically significant“ (ex: Are these results
different from other cities/towns/villages?)
• I am assuming however that the data is statistically relevant (See previous slide)…there is a
difference
• Experienced statisticians may take issue with my analysis
• The survey didn't follow the “proper” methods … don’t shoot the messenger here.
• I could not do an "Analysis of Variation" (ANoVA) study, nor could I verify through a p-Test,
or t-Test checking for bias, determining level of significance, etc. since there was no null-
hypothesis
• The questionnaire assumed that "everyone wants more restaurants" and didn't
force the respondents to force rank their responses.Data Set-Up for Analytics
Structure the data so it could be analyzed
• Data was put into one column
• Three sub-categories were added by me (discussed in next slide),
interpreted by me….This does provide some opportunity for error
• 3 categories for 3400 data points took a while
• I attempted to remain blind/anonymous/un-bias in the assignments so that the results
could be the results and allow the findings to be as objective as possible.
• Note: Taking consideration into the comments shared from Next Site on the
types of restaurants with unique options, I am focusing my
recommendations in my conclusions on places that aren't necessarily
“typical”Data Structure
Franchise Sit-Down/Drive-Through (Self Service)/Both Types
Franchise/Chain Sit-Down American (Burgers/Chicken/Dogs/BBQ/Gyros)
No Franchise Drive Through (Self Service) Mexican
Not Specified Both Italian/Pizza
Not Specified Asian/Sushi/Thai/Indian
Steak House
All Day Breakfast/Bakery
Diner
Coffee
Note: The discussions to follow will start by Bar & Grill/Brewery/Sports Bar
Salad/Sandwich
breaking down these three categories Fine Dining/Upscale
Desert/Ice Cream
Sea Food
Not SpecifiedData Set-Up
for Analytics We are going to be looking at the
largest “Pieces of the Pie” only
So Here Goes….
Ready, Set, Go Agenda:
• Franchise
• Sit-Down vs. Drive Through
• Food TypesFirst, We Have to Eliminate the Statistical “Outliers”
These are the Non-Answers – “The Negatives”
Sit-Down/Drive-Through (Self
Franchise Category Service)/Both
• Remember, the survey assumes that all Any new restaurant
Any nice sit down restaurant with out door seating &
Not Specified Not Specified Not Specified
respondents wanted more restaurants entertainment Not Specified Not Specified Not Specified
• These answers don’t fit
anything not fast food
Anything other than fast food, we have plenty in Sugar
Not Specified Not Specified Not Specified
Grove Not Specified Not Specified Not Specified
Combo entertainment/restuarant Not Specified Not Specified Not Specified
Dinner theater Not Specified Not Specified Not Specified
• Represents < 1%...we call that the noise floor and Family owned restaurant Not Specified Not Specified Not Specified
Food is good Not Specified Not Specified Not Specified
are removed from the analysis. food truck pavilion Not Specified Not Specified Not Specified
I don't have a preference Not Specified Not Specified Not Specified
Live Music Venue Not Specified Not Specified Not Specified
Locally owned Not Specified Not Specified Not Specified
Native Foods Not Specified Not Specified Not Specified
• Subset here:
New American
New business
Not Specified
Not Specified
Not Specified Not Specified
Not Specified Not Specified
Non-fast food Not Specified Not Specified Not Specified
Non-fast food restaurant Not Specified Not Specified Not Specified
Not pizza Not Specified Not Specified Not Specified
Outdoor style Not Specified Not Specified Not Specified
Place for teens to go eat and hang out with wifi Not Specified Not Specified Not Specified
Restaurant Not Specified Not Specified Not Specified
Restaurant with outdoor seating Not Specified Not Specified Not Specified
roof top hotel Not Specified Not Specified Not Specified
Something entertaining other than a restaurant Not Specified Not Specified Not Specified
Something not fast food Not Specified Not Specified Not Specified
Something with outdoor dining Not Specified Not Specified Not Specified
town village styled after Compton Hills. Don't care
what type of restaurants. Just a nice, classy town. Not Specified Not Specified Not Specified
venue with a menu that had a lot of variety and a
moderate price point. Not Specified Not Specified Not Specified
X Not Specified Not Specified Not SpecifiedFranchises & Chains
• Chains & franchises offer the financial backing & more financing options for
owners to handle the start-up costs needed in building a physical presence
No Franchise
This Section
First
Franchise /
Not Chain
Specified•
Franchises & Chains
We need to talk about Portillo's
• Though each person had a potential of 5 choices, we had 853 respondents, and Portillo's
representation accounts for 22% of all respondents.
• It's a compelling statement to take to their corporate offices
• It may be an uphill battle there, they want territories with a larger immediate population, but they have gone
franchise now as I understand, so … maybe?
• Bouna Beef, or The Patio might be good alternatives to address those requests, and The Patio offers a full bar at
most locations….more on that later.
• The Patio doesn't have a location in Geneva, St Charles, Batavia, and the closest one is by Fox Valley. I think they
would listen.
• But … Portillo’s is a destination
Portillo's
Panera Will talk about Panera on the
next slide
Everything Chick-Fil-A
Else
Olive Garden
Chipotle
Taco Bell
McAllister's Chilis
Deli Noodles & Popeyes Texas
Company Wendy's Coopers Roadhouse
HawkFranchises & Chains
• All in all, 35% of all Franchise responses were in the direction of "American Fare", which this is still 2X
higher than the next two categories.
• But…
• The next category Salad/Sandwiches…I know, we all would love a real New York style deli, or even a
place like Jake's Bagels …
• Panera, though they advertise themselves as a "Bakery", isn’t really a “bakery” per se. I talked to a franchisee years
ago who said they make more money on their Salads, Soups and Sandwiches
• My experience has been the same….they have more traffic at Lunch, vs. Breakfast
• Panera also already has a location in North Aurora, and in Yorkville.
• Therefore, in the direction of a Franchise/Chain for Salads/Sandwiches, I believe Jason's Deli should be considered.
They offer similar choices and healthier options, which was requested by several in their comments.
• Italian and Mexican will be covered later
Remaining
Steak House
American
Bar & (Burgers/Chick
Grill/Brewery/ en/Dogs/BBQ/
Sports Bar Gyros)
Mexican
Italian/Pizza
Salad / SandwichSit Down vs. Drive Both
Through
Not
Specified
Sit-Down
• 44% Want Sit-Down/Full
Service Experience
Drive
• 35% Want a Drive Through or Through
(Self
Self Service Experience Service)Look at Sit Down First
• People want to have drinks…well clearly want sit-down, full service, restaurants
• People want places where they sit, eat a slow meal & spend time with friends and
family.
• Of the 44% who listed "sit-down" establishments, the vast majority…82% of
those … were places that were "Full-Service" and serve "Adult Libations".
Remaining
Bar &
Grill/Brewery/Sport
s Bar
Mexican
Italian/Pizza
American
(Burgers/Chicken/D Diner
ogs/BBQ/Gyros) Steak HouseLook at Drive Through Self Service Next
• Separating out Drive Through/Self-Service, and pulling out the Portillo's numbers,
the Mexican fare will be discussed later
• Salad/Sandwiches discussed earlier Asian/Sushi/Thai/I Remaining
ndian Coffee
Italian/Pizza
Desert/Ice
Cream
American
(Burgers/Chicken/
Dogs/BBQ/Gyros)
Mexican
Salad/SandwichTypes
• Of the 729 American Fare selections, 600 of those are "Franchise/Chain" options (talked
about those already), so what’s next?
• Folks want Mexican (a relatively close second behind American), specifically sit down
Mexican (62% are Sit down, or Not Specified)
• I recommend a chain looking to grow with little current penetration in the Chicago Market
• Using the information from the earlier slide, we should pursue On The Border, or Chevy’s - Places
with a bar (Margherita's) Not Specified Fine Dining/Upscale
Desert/Ice Cream Coffee American
(Burgers/Chicken/Dogs/B
Sea Food
BQ/Gyros)
Diner
All Day Breakfast/Bakery
Asian/Sushi/Thai/Indian
Steak House
Mexican
Salad/Sandwich
Italian/Pizza
Bar &
Grill/Brewery/Sports BarTypes
• Something else interesting is happening here:
1) Need to talk about Italian
2) What if we group Coffee, Diner, and Breakfast/Bakery together
Not Specified Fine Dining/Upscale
Coffee
Desert/Ice Cream
Sea Food
Diner
All Day
Breakfast/Bakery American
(Burgers/Chicken/Dogs
/BBQ/Gyros)
Asian/Sushi/Thai/India
n
Steak House
Mexican
Salad/Sandwich
Bar &
Grill/Brewery/Sports
Italian/Pizza BarItalian
• Of the sit down Italian, about 60% of those respondents were for an Olive Garden specifically, so I would
say that folks are looking for mid-grade Italian more than high end, with a bar
• The results showing Drive through/Self-Service being so close to Not specified means that we may need
to consider two options here:
• The sit-down scenario is the most obvious regardless of how to consider the Not Specified options
• Consider Lou Malnati’s or Giordano’s that include both a sit-down and carry-out…could we pull Avanti's North out of
Central Illinois?
• The other side is the "Self-Service" option, especially if we assume that portions of "Not Specified" lean that direction
• I recommend Mod Pizza (Like Chipotle, but for Pizza instead of Burritos).
• I know the manager of the St Charles location, and he can set up a discussion with their ownership group
Both
Not Specified
Drive Through (Self
Service)
Sit-DownCoffee/Breakfast/Diner
Pancake House?
• Combining Coffee, Breakfast/Bakery and Diner gives 353 "hits", or > 10%, making it the 5th highest response category
– These are all places people go for coffee
• Why? The Next Site report indicated that there is about $1M going outside of the community for coffee.
• 223 of the 353 (63%...2/3rds) want a sit down coffee/breakfast place, not drive and go, but somewhere where they can
sit and drink "Jo" with friends
• Consider pursuing Buttermilk, Egglectic Café, Egg Harbor Café, or any one of the "Egg" chains as there is no local
market presence by any of those places
• They tend to like places with high foot traffic – Town Center
• In the mid-grade range, a Perkins might also be an option for closer to the toll road someday.
Drive Through Both
(Self Service)
Not Specified
Sit-Down1) Old Chesterbrook Academy – Stakehouse, Italian?
2) 160/140 buildings an option for a proprietor - A neighborhood
Existing Properties eatery?
in Sugar Grove 3) 779 Heartland (the bank) - Changed ownership in April ($500K), but
is still posted "For Lease" on one web site, but no "For Lease" sign
Today at that location
• Restaurants, especially chains, want "Main Street Access“
Could they be used for • These are tucked a little behind
dining by an independent
proprietor? • The Board should think outside the box here!
Lower Start-Up Costs! • What else?Honorable Mention
• I was surprised at the amount of interest in an Ice Cream/Desert location
• The questionnaire asked for "Restaurants", and most people probably didn't consider a
desert option
• So those answers definitely bias strong
• …would Oberweis put something here when there is something in North
Aurora, Batavia and Oswego?
• Side comment: An Ice Cream/Candy store might be a great place for the
Town CenterConclusions
• Assumptions
• Data collection is normalized throughout the community, and is representative
• Data assumes that all respondents want more restaurants/eateries
• Grouped each data point into three categories
• Not another Burger Joint !!!!! / No More Fast Food !!!!!
• The data doesn’t agree with this directly
• Analyzing the data shows some relevant trends
• My Opinion (not statistically part of this analysis):
• We should seek out lesser-known chains/franchises who are looking to make a splash in the
industry for providing an alternative and don't have a local presence in the immediate area
• This was supported by Next SiteBased on the data received, the Village should address with the
following priorities…
1) Bar & Grill / Brewery / Sports Bar: (or other places where folks can sit and
have a drink)
• I did not list a specific recommendation since bars & chain bars with
catchy unique aspects are many (ex brew on site, have their own
distillery)
• Recommendation: Take the results to potential proprietors as we have a
compelling argument.
Conclusions 2) American Fare: Portillo's and/or The Patio (with a full-service bar)
3) Sit-Down Mexican: Chevy’s or On The Border (again, with a full-service bar)
4) Breakfast/Bakery: Eggclectic Café, Buttermilk or similar…maybe Perkins
5) Sandwich/Deli: Jason's Deli, locations in Naperville, Oakbrook and
Rockford….they don't have anything within 30-40 minutes of here…Panera
is in North Aurora, and in Yorkville
6) Italian: Lou Malnati's or Giordano’s (Sit-Down/Full-Service) & Mod Pizza for
Self Service OptionQuestions
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