About

The Restaurant Insight Monitor provides our clients with a robust and broad set of consumer KPIs necessary to better understand their unique consumer perceptions and visitation patterns, which are necessary for effective brand management.

What Specifically Does the Restaurant Insight Monitor Measure?

The Restaurant Insight Monitor captures a broad number of KPI’s by BRAND including, but not limited to, the following:

  • Degree of personal financial concern (financial duress)
  • Ways in which consumers are actively cutting back
  • Stated Visitation Intent (actively choosing to go less/more often)
  • Stated Visitation Reach & Frequency
  • Mobile App Users (vs. Non-App) Visitation and Perceptions
  • Brand Equity Perception Drivers broken out by promotors, Detractors, and Net Perception in each category

  • Value Drivers
    • Affordability
    • Value for the Money (what you get for what you pay)

  • Food Drivers
    • Quality of Ingredients
    • Craveability
    • Portion Sizes
    • Appeal of New Products

  • Service Drivers
    • Has a Good Mobile App
    • Gets My Order Right Every Time
    • Provides Fast Service
    • Is Socially Responsible
    • Employees Go Out of Their Way to Provide Great Service

Meet the Team

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Tom Wagner Insight Monitor, LLC

Tom Wagner

Insight Monitor, LLC

Tom Wagner is a seasoned strategy and marketing executive. He retired from Yum! Brands after a successful 25-year career. During his last 13 years at Yum, Mr. Wagner was Vice President of Consumer Insights & Brand Planning for the Taco Bell brand, where he was responsible for all elements of Consumer, Brand, and Menu Insights. During his career at Yum, Tom worked on over 1000 new menu/product concepts and helped launch 200+ national products and promotions.

Additionally, he was responsible for all areas of industry, competitiveness, and social media analytics. Mr. Wagner has extensive experience in both menu innovation and strategic planning, with a particularly deep understanding of the drivers and imperatives of Value within the restaurant industry.

Tom is also a C-level consultant for many national restaurant brands, as well as the Telecom industry (Mint Mobile). Additionally, Tom is an Adjunct Marketing Professor at UC Irvine’s Paul Merage School of Business. Tom has a Bachelor of Science in Applied Economics from the University of California, Davis and holds an MBA in Finance from the University of California, Irvine.

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Linda Ashbrook Insight Monitor LLC

Linda Ashbrook

Insight Monitor LLC

Linda Ashbrook brings over 30+ years of Consumer Insight, Research, and Product Strategy expertise. Linda’s experience includes Vice President of Consumer Insights at Mint Mobile, Director of Innovation & Customer Solutions at Datassential, and Director of Consumer Insights at Yum! Brands. In these roles, Linda has worked directly with almost every major restaurant company in some capacity, with a high emphasis on menu innovation and development. At YUM, Linda was responsible for helping Taco Bell develop some of its most important business-driving new product and Value initiatives. In her role, Linda was responsible for all aspects of consumer and brand research and facilitated the highly successful cross-functional approach Taco Bell uses to drive its National Marketing Calendar.

Linda is also the co-founder of Insights Focus, a full-service marketing & product research company that currently serves some of the nation’s largest restaurant companies. Linda holds a bachelor’s degree from the University of California, Irvine.

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Mihir Minawala Insight Monitor, LLC

Mihir Minawala

Insight Monitor, LLC

Mihir Minawala brings vast executive experience across Consumer Insights and Market Intelligence. He worked at YUM! Brands for over 20 years, where he was responsible for all aspects of Industry, Marketing, and Social Media Intelligence. Mihir also brought leadership and analytic rigor to Taco Bell’s well-respected approach to National Sales & Test Market Analysis. Additionally, Mihir was a key architect in designing and implementing YUM’s breakthrough approach to Social Media Analytics & Intelligence. After YUM, Mr. Minawala worked for 3 years at DINE Brands as a Director, where he was responsible for Consumer Insights and Market development for Applebee’s and IHOP International.
Mr. Minawala currently consults with some of the nation’s largest food companies to improve their Social Media Intelligence capabilities. Mihir has a Bachelor of Science in Management Information Systems from California State University, Long Beach.

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