1) You have been hired to consult for a successful restaurant entrepreneur in th
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Question
1) You have been hired to consult for a successful restaurant entrepreneur in the area. He already owns several restaurants in Ghent including an upscale bar with tapis (small plates), a gourmet restaurant, and a trendy lunch restaurant. Additionally, he has one upscale bar that serves food in the city of Hampton. He would like to expand operations and wants your help to identify potential segmentation strategies for the restaurant industry. Please use at least three segmentation strategies to segment the restaurant industry in Hampton Roads.
Explanation / Answer
Potential segmentation Strategies for the restaurant industry:
Market segmentation strategies usually follow price, demography and other functions for any industry.
This being a restaurant business and the owner already owns restaurant through different market segmentation like small plates, a gourmet restaurant and a trendy lunch restaurant, now let’s look at the rest of the three segmentations which is not covered by him.
1. Cuisine: For a restaurant industry different kinds of cuisine is an important aspect. Hampton roads, being a very popular place covers all kind of ethnicity. Hence looking for cuisine based segmentation would be best. Cuisine selection can be based upon the population percentage.
2. Special category: As Hampton roads have huge military presence, a special category restaurant could be exclusively opened for the military forces. This would also show up as innovative techniques in the restaurant industry
3. Service: A new kind of home delivery service or any other attractive service can be introduced and this restaurant can be exclusively opened only for that service
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