Market Research on Sushi and Roll Delivery Services in Kyiv

One of the leading Japanese food delivery services in Kyiv approached us with a request for a comprehensive marketing study. The company operated two brands targeting different audience segments and observed varying growth dynamics.

The object of the study included regular customers of sushi and roll delivery services in Kyiv, while the subject focused on their consumer habits and behavioral characteristics.

The goal of the research was to conduct an in-depth analysis of consumer behavior across different target audience segments to develop recommendations for the effective growth of both brands.

Research Objectives

1. Assess the brand awareness of both the client’s brands and competitors.
2. Examine consumer behavioral patterns:
   — How the intent to order delivery is formed and how often customers order sushi and other dishes.
   — Key factors influencing the choice of a delivery service.
   — Determining factors when placing an order (appearance, weight, price, promotions, etc.).
3. Investigate how the target audience perceives the concept of "quality" in relation to sushi. Do they distinguish between fresh and thawed fish?
4. Determine the importance of delivery time for customers.
5. Identify the preferred order channels (phone, website, mobile app).
6. Investigate whether customers use loyalty programs from competitors or related services.
7. Examine whether the audience perceives the distinction between the client’s brands.
8. Assess the effectiveness of brand marketing communications: how they are perceived by the target audience and whether unique selling propositions (USPs) are recognized.
9. Identify factors that could encourage customers to order more frequently.

Methodology

A two-stage research process was conducted following a classical methodology:

1. Qualitative stage — A series of focus groups with active customers of sushi delivery services. This phase provided insights into key consumer behavior patterns and trends in the current market.
2. Quantitative stage — Face-to-face interviews with respondents who order sushi at least once a month. This stage allowed for the collection of statistically significant data.

Research Results

• Behavioral characteristics of active sushi delivery service customers in Kyiv (decision-making process, ordering habits, consumption scenarios, order frequency, etc.).
• Brand awareness and popularity levels among the target audience.
• The current and prospective marketing communication between the client’s brands and the target audience.