Universal Studios – Hollywood, California

About This Project

The Pulse Group was retained by Universal Studios Hollywood to assist them in assessing consumer acceptance of buffalo meat and interest in a themed restaurant concept in which buffalo meat would be featured. During the course of the engagement we conducted intercept interviews and focus groups with City Walk and Universal Studio patrons including a segment of international visitors. As part of the interviews we tested perceptions about the taste, texture and pricing of buffalo meat selections on the proposed menu and their interest and willingness to dine at a western themed restaurant. Using the information obtained from the interviews and focus groups, we provided a number of strategic marketing and promotional recommendations, which considered the strength of potential menu items, pricing, locational issues and advertising and public relations messages.