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Who is your restaurant's target audience?

When you open your restaurant, it is important that you correctly identify your target market and ensure that your restaurant appeals to them. This is crucial because if your food or restaurant doesn’t appeal to your target audience, they will not eat at your restaurant which will lead to your restaurant struggling to generate sales and profit. This shows that even if you offer food of a high quality, you will still need to appeal to your target audience in order for your restaurant to succeed. Here are a few tips on how to identify your target audience and how to attract your audience to eat in your restaurant.

Who is your restaurant's target audience?

Who is most likely going to enjoy your restaurant?

When you are identifying your target audience, you are going to have to think about what kind of people will enjoy your restaurant and who will be attracted to wanting to eat at your establishment. You should think about who is going to like the atmosphere of your restaurant. For example, if you have music playing, then you will attract a younger crowd. This should have an effect on the food you serve as there is no point serving high quality and expensive food if the people who want to come to your restaurant are younger. This is because the young people will be on a student’s budget so will not want to spend a lot in your restaurant. This will lead to them not wanting to buy many products which will have a negative impact on your sales and profit.

Location

When you are identifying your target audience, it is crucial that you consider the location of your restaurant. This is because the location will have a large impact on the decision of who your target audience is. This shows that if you do not consider your location, you may choose the wrong target audience which will lead to your restaurant becoming quieter leading to your sales falling and your profit struggling. If you were located near a University campus, it would be ideal for you to cater for the needs and wants of students. This means that you should ensure your restaurant appeals to students e.g. student meal deals. This is because you know a lot of students will be living near your restaurant which will lead to them wanting to eat in your restaurant. This could lead to them becoming loyal customers and repeat purchasing as they live nearby and will not have to travel far so will be convenient for them. This will lead to your sales rising and your profit margin widening. This proves that location has a huge impact on your target audience.

Pricing

When choosing your target audience, it is crucial that you include the factor of prices. This is because it will allow you to sell your meals at a price the local community and target audience can afford. For example, there is no point opening an expensive gourmet restaurant in a location where the average income is low. This is because the local people will not want to go to your restaurant as they will not have a substantial amount of money to spend on luxuries such as eating out. This will lead to your restaurant being very quiet and not having many customers. This will lead to your restaurant struggling to generate sales which could lead to your restaurant failing. This shows that pricing is a crucial factor in identifying a target audience. It is essential that you sell your meals for a price that your target audience can afford, otherwise the target audience will avoid your restaurant.

Restaurant Concept

It is essential that you consider the concept of your restaurant when you are deciding the audience your restaurant is going to appeal to. This means that your restaurant should serve food that your target audience is going to like. This will lead to them wanting to visit your restaurant. For example, if your target audience are people who are into sport and fitness, you should ensure that your restaurant’s meals are healthy e.g. gluten free options. This shows that if your restaurant sold healthy options, then it would lead to more of your target audience wanting to eat at your restaurant as their needs and wants will be satisified. Consequently, your restaurant will become busier due to having more customers. This will enable your sales to rise and will allow your restaurant to become successful. Your target audience will decide whether your restaurant will be successful or not.

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