A New Restaurant Marketing Strategy

Paper Summary:

This paper determines a number of basic concepts concerning the restaurant market in the United States with the prime purpose of gathering information in order to open a new restaurant. It examines how in its current state the market is highly volatile, but is consistently experiencing increased growth due to the availability of disposable income. It evaluates how the restaurant business is centered around consumers and their varied tastes and consequently, many restaurant types, including fast-food, full-service, buffet and higher-priced fare exist to accommodate the needs and wants of a diverse culture.

Table of Contents
Introduction
Industry Data and Trends
Detailed description of Business
Proposed Marketing Strategy
International Considerations
Conclusion

From the Paper:

"Since pasta is a relatively inexpensive food in today's society, the majority of food expenses would lie in the associated meats, dairy products, and fresh vegetables that would be required for food preparation. However, successful negotiation with regional suppliers would result in affordable prices for these food items. Additional fixed costs would include the costs of labor, and it is estimated that a combination of approximately 25-30 full time and part time employees per store would be sufficient for start-up until success is established."

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