Market Research Methods Beginners Can Try, Especially in the F&B Sector

Want to Build a Popular and Resilient Business? Start with Market Research!

Thinking of building a thriving and resilient business? One crucial step you shouldn’t skip is market research.

This is especially true in the F&B (food and beverage) industry, where competition is fierce and consumer trends shift quickly.

Market research doesn’t just help you create a solid business strategy, it also paves the way for developing products that are relevant, on-trend, and target the right audience.

If you’re a beginner, market research might seem overwhelming — but don’t worry. With the right approach, you can get started right away.

Let’s go over the steps one by one!

What is Market Research?

Market research is the process of collecting, analyzing, and interpreting data about your target consumers, competitors, and the overall market environment.

The goal? To help you make data-driven business decisions instead of relying on mere assumptions.

In the F&B context, market research can help you: 

• Discover trending menu items
• Understand the age demographics of your customers
• Align your products with lifestyle trends (such as healthy eating)
• Determine the right promotional strategies

There are many methods you can use — from surveys and interviews, direct observation, to product testing.

All this data will be incredibly valuable in shaping your business strategy.

Read Also: Understanding Scale Up: The Key to Growing Business, Here's the Strategy!

Why is Market Research Important for Culinary Business?

Imagine opening a restaurant without knowing who your target customers are, what kind of food they like, or what price range fits their budget.

You could end up going in the wrong direction — and your business might close down quickly.

With market research, you can find out:

• Your customers’ eating habits (fast food vs. healthy options)
• Their favorite times to dine out
• Preferred service types (dine-in, takeaway, or delivery)
• And even their pricing expectations

The result? Your products match their needs better, customers are more satisfied, and your business becomes much more competitive.

Market Research Helps You Win Amidst the Competition

Source: Freepik

The F&B industry is tough — new businesses pop up every day, but not all of them survive.

Those that do are the ones who know how to read the market and continuously innovate based on data.

With insights from market research, you can:

• Map out your competitors’ strengths and weaknesses
• Adjust your menu and pricing strategies
• Find strategic locations for opening new branches
• Create more targeted and appealing promotions.

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Effective Market Research Methods for F&B Beginners

Now let’s get into the most important part — how to actually do market research, especially if you’re just starting your business. Check out these beginner-friendly methods:

1. Talk to Customers Through Surveys

Simple surveys can give you valuable insights, such as:

• Their favorite menu items
• How often they eat out
• What matters more to them: price or quality

Distribute the survey via social media or directly at your outlet.

2. Study Your Local Competitors

Visit nearby competing restaurants and observe their menu, service, promotions, and ambiance.

This can help you identify opportunities for innovation.

3. Run Menu Trials

Before launching a new menu, test it on a small group of loyal customers and ask for feedback. This helps refine the taste and presentation.

4. Leverage Social Media

Monitor trending foods and content styles. Use insights from platforms like Instagram, TikTok, or Google Trends to craft your content and promotion strategy.

5. Observe Directly at Your Outlet

Watch your customers’ behavior in real time: Peak hours, best-selling items, and how they react to your food and service.

Market Research Methods That Fit Restaurant Businesses

Each research method has its own strengths. For F&B businesses and restaurants, here are the most relevant approaches:

1. In-Person Interviews

Talk directly to your customers after they’ve finished their meal. Ask about their experience — what they liked, and what could be improved.

2. Online Questionnaires

If you're active on social media, online surveys are super practical. Just share a link and collect feedback from your followers or customers.

3. Focus Groups

For more in-depth feedback, create a small focus group. Invite 6–10 people from your target market, let them try your product, and have a discussion about their impressions.

4. Social Listening

Find out what people are saying about food and restaurants online — in comment sections, reviews, or trending hashtags.

This works like early detection to help you stay ahead of trends and market expectations.

Tips to Make Sure Your Market Research Pays Off

• Be open to results: Don’t just look for answers that please you. What you find might not match your expectations — and that’s exactly what makes the data valuable.
• Act on the findings: Data that goes unused is the same as not doing any research at all. Use the insights to improve your products, craft better promotions, or choose the right business location.

Conclusion

If you're looking to enter the culinary world, remember this: market research isn't just a bonus, it's the foundation. 

By deeply understanding the market, you can offer the right product, in the right place, to the right people.

Want your business to run more efficiently and be ready to grow? 

Use ESB's technology to streamline ordering and operations, organize your data better, and make smarter business decisions.

Contact the ESB Team today!