

Interviews
Questions Åsa Halleröd
1 When you are on holliday/travelling, how often do you usually go out eating?
2 Do you find it easy to find a restaurant in your taste? Why/why not?
3 Do you usually have a good food experience when you are out travelling? Why/Why not?
4 How do you usually find a place to eat that will meet your expetations?
5 Please, tell me about how you found good restaurants last time you were travelling....(problems? solutions? happy with the solutions etc...)
6 If you had any problems, how did you solve them?
Answers from person 1. (Swedish, male age 50+).
1 About 50 % of the meals.
2 No, it´s not easy. The recommendations at Tripadvisor doesn´t work so well. Many times places that that you don´t like yourself are recommended, so I usually ask local people or ask at the hotel. Not always that works either, but better than Tripadvisor and I get the kind of food or quality that I´m looking for.
3 Sometimes yes, sometimes no. The majority of times are good.
4 I use Tripadvisor and google and ask local people. It´s not always easy to interpret the recommendations at Tripadvisor. Also you have to be lucky to find the perfect place by google. One exception was the tapas tours in Nerja that was just perfect!
5 Tripadvisor + chance. The recommendation was a perfect match. I searched for comments in italian (locals) and best restaurent and it worked that time.
6 The recommendations with tripadvisor are often made by tourist and not locals thats why they usually doesn´t corresponds to my expetations.
Answers from person 2. (swedish, female, age 40+)
1 Every day.
2 Most of the time because i have learned asking questions in a concrete way to local people by explaining exactly what I´m looking for.
3 Yes, almost all the time. I guess it is a result of my questions and our approach. If you are nice as a customer it usually means that you´ll get good service.
4 I google place + recommendations or ask local people.
5 See number 4. Many times I google reataurents I´ve been to afterwards and find most of the time that the recommendations doesn´t correspond with my opinion.
6 I am happy with the solutions. You have to make mistakes sometimes. Difficult to follow recommendations because it all depends on your taste and the total experience.
Answers from person 3. (swedish, female, age 45+)
1 25%
2 No. Many destinations is focused on one target group that doesn´t correspondent to what I´m looking for. For example if I´m in Spain, I´m not looking for a ”stekhouse”.
3 I have learned over the years so I eat more at home instead of at a restaurant. When I eat out I really put a lot of energy to find the right place at Tripadvisor. I always go to the hairdesser and ask them for recommendations.
4 See above. And also social media. I always check the menu.
5 The hairdresser- works just fine! And I can as well cook my own food at home instead of paying more money for food that I could have prepared better my self.
6 I am aware of that some places will not satisfy me but I go there anyway because I need to eat.
Analog and Antilog
Competitors when it comes to function and usage:
Facebook
This social media has certain useful functions that the consumers can use and share, but facebook is not really a competitor when it comes to being an app for friends/followers recommendations of of good restaurants. At facebook you can tag/hashtag a place that is shown on a map and share it with your friends. You can also see all other people/happening hashtagged there. But you can not specialize it in a unique base with just restaurants and share it with friends and people you follow.
Google maps
The function in Rec/Me is different from Google maps because the maps in Rec/Me are used in the way that all the places you mark in the map stays there, as well as photos and recommendations/comments that are shared by the followers in a certain network.
Instagram
Instagram has the same function of following persons but without our function to review the place. It is also difficult to locate and mark the place at Instagram.
Analysis
There are already actors at the market when it comes to travel advices and social media. As we all the time are using more and more technology we can also assume that there will be an enormous range of digital alternatives. It is not logic to think that there should only be one or two big actors in a certain market - there is going to be a lot of competitors for the same market and segment. Just because the digital era is something new and happens right now, we have to realize that we are still a part of the development of society that once will be history as well. So, we mean that just because there already are big actors at the market, it doesn't mean that there is no interest in the specialized niche that Rec/Me is offering. Our target market wants to be a bit unique and special and try special things that not everybody has already tried. An excellent restaurant is not necessary the same as an exclusive restaurant. Tripadvisor leads often to tourist traps as many tourists make the reviews, in Rec/Me the initial phase with building up the ap, will be together with local people and their recommendations. There are a lot of other values like for example uniqueness, small scale business and excellent treatment that needs to been shown as well. We want it to be easier for the consumers to find and experience those places and right now there is no easy, simple and fun way to do that, that's why we have created Rec/Me.