Research Proposal Cheesecake Factory
MARKETING RESEARCH PROPOSAL ON THE CHEESECAKE FACTORY
BACKGROUND:
”To create an environment where absolute guest satisfaction is our highest priority”
This is the mission of a company dreamt by Evelyn Orton and her husband in the basement of their home in Detroit which was later realized by their son. A story that manifests how talent combined with hard work produces positive exponential outcomes.
The Cheesecake Factory is an upscale casual dining concept that offers approximately 200 menu items including appetizers, pizza, seafood, steaks etc and desserts, including approximately 50 varieties of cheesecake and other baked desserts.
We are registered on NASDAQ and since then our stock has grown in value. Comps (Comparable same - store sales) are positive and our company’s strategy indicates continued positive performance in the future.
BUSINESS & RESEARCH PROBLEM:
Our restaurant chain is primarily restricted to United States and has not entered most international markets. However, we are planning an international expansion venture and wish to know whether the Canadian market is a viable market to expand our business to.
The general purpose of this research is to comprehend the consumer reaction towards The Cheesecake Factory restaurant concept in Canada.
RESEARCH OBJECTIVES:
1. To estimate the level of awareness among Canadians for the Cheesecake Factory.
2. Identify the target groups that would be potential customers.
3. Ascertaining the business aspects like food items, price etc. that would be welcomed by consumers as it is and the others that would require modification according to the Canadian consumers’ preference.
4. Calculate the proportion of the research candidates that show strong propensity towards The Cheesecake Factory. find TARGET GROUP:
AGE
Kids, College age students to Middle age group
INCOME
Middle to lower high class income group
LOCATION
Metropolitan areas
SPECIFIC GROUPS
Health & weight conscious customers/Asian customers
OTHER
BACKGROUND:
”To create an environment where absolute guest satisfaction is our highest priority”
This is the mission of a company dreamt by Evelyn Orton and her husband in the basement of their home in Detroit which was later realized by their son. A story that manifests how talent combined with hard work produces positive exponential outcomes.
The Cheesecake Factory is an upscale casual dining concept that offers approximately 200 menu items including appetizers, pizza, seafood, steaks etc and desserts, including approximately 50 varieties of cheesecake and other baked desserts.
We are registered on NASDAQ and since then our stock has grown in value. Comps (Comparable same - store sales) are positive and our company’s strategy indicates continued positive performance in the future.
BUSINESS & RESEARCH PROBLEM:
Our restaurant chain is primarily restricted to United States and has not entered most international markets. However, we are planning an international expansion venture and wish to know whether the Canadian market is a viable market to expand our business to.
The general purpose of this research is to comprehend the consumer reaction towards The Cheesecake Factory restaurant concept in Canada.
RESEARCH OBJECTIVES:
1. To estimate the level of awareness among Canadians for the Cheesecake Factory.
2. Identify the target groups that would be potential customers.
3. Ascertaining the business aspects like food items, price etc. that would be welcomed by consumers as it is and the others that would require modification according to the Canadian consumers’ preference.
4. Calculate the proportion of the research candidates that show strong propensity towards The Cheesecake Factory. find TARGET GROUP:
AGE
Kids, College age students to Middle age group
INCOME
Middle to lower high class income group
LOCATION
Metropolitan areas
SPECIFIC GROUPS
Health & weight conscious customers/Asian customers
OTHER