Discussion Guide for Focus group on Chipotle restaurant:

1. Preparatory steps:

• A proper meeting room that will make everyone comfortable and alert during the discussion should be arranges. Proper lighting would ensure efficient contributions.
• Arrange for a paper and pen for every participant and also supply some snacks and beverages for a nice touch.
• If samples of the restaurant’s new item have to be introduced, then proper servings of that item for each participant should be ensured.
• Having name tags of each participant would make the discussion more easier without the pressure to remember names
• Make sure that audio and video recordings of the discussion and arrangements for the same has to be done properly.

2. Opening steps in the discussion

• Greeting the participants as they enter and guide them to the meeting room. As the restaurant will be open during the focus group, taking the participants to the correct room would make them feel comfortable. Make sure to coach them about the name tags and seating arrangements done.
• Introducing yourself is the elementary step as it gives a background of yourself to the participants. Highlights on professional background, why you are interested in this focus group and some personal information would also make the participants give out more when they feel comfortable. Make sure to get eye contact with all of the participants as you communicate with them.
• Highlight and discuss the objective of the research study that “enhancing the communication strategies of Chipotle and acknowledgment of the food safety issues would build trust and increase its customer base and sales”. For this purpose, this focus group is being conducted.
• Again thanking the customers

Consumer Learning and Perception: Are we rational in our evaluation...