1. Chapter 2: Market Survey

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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