Part I - CONSUMER ANALYSIS
-Feel good about what they are eating
-Friendly, fun, casual, relaxed atmosphere
-Age: eighteen to fifty-five
-Income: Range from less than $15,000 to over $60,000
-Occupation: Range from full-time students working part-time jobs to business professionals.
Caucasian Non-Hispanic - 26%
Hispanic - 48%
African American - 18%
Other - 6%
-Location of Residents: College students not living at home, students who take courses at night, people who work long hours, and families interested in healthy eating choices
-Limited time for lunch and dinner
-Eat meals outside their home several times a week
-Live active lifestyles
-People who are striving to maintain a more balanced diet
-Prefer a healthy alternative to fast food
Part II - SWOT ANALYSIS
-Low start-up cost with high potential revenues.
-Commitment to quality customer service with a comfortable, fun, and friendly atmosphere.
-Experienced management and staff.
-Offering variety of options for lunch and dinner.
-Target Market centers around Miami-Dade area, which limits potential customer base.
-Limited resources may restrict growth opportunities, such as advertising and name recognition, when compared to giant competitors.
-The existence of other lower-quality, lower-price fast food competitors such as Burger King and McDonalds may limit growth.
-Lacks national awareness and distribution.
-Convenience is important to today's consumer due to fast paced lifestyle.
-Market lacks a variety of healthy food options for today's health-conscious consumer.
-New market, few competitors.
-Consumers are willing to spend more for better quality, better tasting healthy food.
-Competition from existing restaurants.
-Slightly higher prices may limit access to mass markets.
-Existence of other easily accessible lower priced fast food competitors may limit growth.
Part III: BREAK-EVEN ANALYSIS
Equipment (3 yr...