Helping a Local Food Chain Take Their Unique Flavor to New Markets

Helping a Local Food Chain Take Their Unique Flavor to New Markets

Jun 07, 2019
Jun 07, 2019

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Helping a Local Food Chain Take Their Unique Flavor to New Markets

THE SITUATION

THE ASSIGNMENT

  • Measured the overall market maturity for the fast casual category in core and extended markets.
  • Compiled a fact base from data collected through field research of consumers, interviews with competitors and a review of secondary research and publications.
  • Assessed the Target’s value proposition and customer perceptions along with the possibility of exporting the concept to the new markets.

THE BENEFITS

  • Stax validated the fast casual category concept and investment consideration by providing recommendations regarding potential opportunities and threats in the new markets.
  • We also confirmed runway to support additional locations across the new markets by 2020.

THE FINDING

  • The Target appeared to have a highly satisfied customer base and performed well against key restaurant selection criteria.
  • They were clearly differentiated from their competition on key elements of their value proposition and their customers displayed strong customer advocacy across core markets.
  • Research revealed significant growth opportunities within the three extended markets, as they collectively represented a notably underserved market, constrained by the lack of availability of fast casual category outlets.
  • High consumer receptivity for the Fast Casual Category Concept across the extended markets assured success for the Client in partnering with the Target for expansion in to the new markets.

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