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
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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