Chapter 2: Market Survey

Market Survey Definition: detailed study of the people, the community and the physical location of the foodservice establishment Will help to establish a foodservice operational concept that will meet the needs of the target market Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Preliminary Steps Planning should be done before money is invested. Preparing a market survey consists of two steps: Step 1: establish the style and type of foodservice operation or concept Step 2: determine the community’s need for such a business establishment Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Areas of Analysis: The Customer Most important element of a foodservice operation. Key factors to consider are Desired Market Market Classifications Gender Age Disposable Income Food Preferences Social Habits Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Areas of Analysis: The Customer Cont’d Education Ethnicity Occupation Arrival Patterns Preferred Days for Dining Out Religious Orientation Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Areas of Analysis: The Community The geographic region, district, city or town from which the foodservice operation’s customers come Growth rate Availability of liquor licenses Existence of competition Public services provided Requirements of the state Board of Health Number of families Potential for advertising Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009

Other Things to Consider Zoning Area Characteristics Physical Characteristics Size, Shape and Costs Street and Traffic Information Sales Generators Visibility Parking Snow and Trash Removal Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009