Marketing of a Fast Food Restaurant
1. Introduction
The objective of this assignment is to develop an environment analysis research designed to identify preferred location, potential target markets, competitors’ analysis, and its feasibility and success of “Beautiful Stranger” fast food restaurant.
2. Business Characteristics and Operations
Eating out is a wonderful experience, something one can enjoy with family and friends. However, eating healthily at restaurants on a regular basis may pose a few challenges. Being unfamiliar with the cuisine, cooking style or serving portions, one may wind up eating larger portions or indulging in a lot more fat, sugar and salt than normally would be consumed at home.
2.1 Objective
“Beautiful Stranger”, a new concept fast food restaurant which offers a wide range of “healthier choice” set meals. This restaurant encourages customers to have a well balance diet, whereby each meal comes with a choice of carbohydrate, meat or seafood, vegetable and soup with complimentary fruit of the day.
2.2 Mission Statement
To give every customer an outstanding quality, healthy and value for money set meal on each visit of the restaurant.
3. Market Research
A simple survey of dining habits and preferences was conduction on 21st March 2010 at Orchard Mass Rapid Transit (MRT) station between 12 to 6pm. 300 persons were randomly approached to ask to fill up the questionnaire. A sample of the survey form is shown in Appendix 3a.
3.1 Results
The data were tabulated and analyzed.
Table 3b Demographic of Age Group
|Age Group | 65 |
|% |10 |38 |42 |7 |2 |1 |0 |
Table 3c Breakdown of Demographics
|Frequency of Eating |Daily |Twice a week |Three a week |Once every month |Once every 3 month |
|out | | | |
The objective of this assignment is to develop an environment analysis research designed to identify preferred location, potential target markets, competitors’ analysis, and its feasibility and success of “Beautiful Stranger” fast food restaurant.
2. Business Characteristics and Operations
Eating out is a wonderful experience, something one can enjoy with family and friends. However, eating healthily at restaurants on a regular basis may pose a few challenges. Being unfamiliar with the cuisine, cooking style or serving portions, one may wind up eating larger portions or indulging in a lot more fat, sugar and salt than normally would be consumed at home.
2.1 Objective
“Beautiful Stranger”, a new concept fast food restaurant which offers a wide range of “healthier choice” set meals. This restaurant encourages customers to have a well balance diet, whereby each meal comes with a choice of carbohydrate, meat or seafood, vegetable and soup with complimentary fruit of the day.
2.2 Mission Statement
To give every customer an outstanding quality, healthy and value for money set meal on each visit of the restaurant.
3. Market Research
A simple survey of dining habits and preferences was conduction on 21st March 2010 at Orchard Mass Rapid Transit (MRT) station between 12 to 6pm. 300 persons were randomly approached to ask to fill up the questionnaire. A sample of the survey form is shown in Appendix 3a.
3.1 Results
The data were tabulated and analyzed.
Table 3b Demographic of Age Group
|Age Group | 65 |
|% |10 |38 |42 |7 |2 |1 |0 |
Table 3c Breakdown of Demographics
|Frequency of Eating |Daily |Twice a week |Three a week |Once every month |Once every 3 month |
|out | | | |
References: Dickson S, 2003, Tourism & Hospitality Marketing, Oxford University Press, UK Health Promotion Board, viewed on 7th April 2010,