Taste of Africa
Taste of Africa Restaurant Marketing Plan
Texas A&M University-Commerce
EXECUTIVE SUMMARY It’s no surprise that Americans mostly eat out. It’s predicted that the restaurant industry in the United States will have sales of about $580 billion and a 2.5% percent increase compared to last year. By looking at these figures, we can see that the industry has not been affected as much as other businesses by the national economic crisis. The restaurant industry remains the number one private industry to provide jobs in the United States. The growth of the industry has been stable but the trends and needs of customers have changed. Due to the increasing amount of immigrants, people are now looking for new flavors and cuisines this year. Asian, European and South American foods are so common the United States public that they are barely considered foreign. Therefore, customers want new tastes to experiment (National Restaurant Association [NRA], 2010). For this reason I have decided to create an African restaurant called Taste of Africa in Adams Morgan, Washington, DC. The Restaurant Taste of Africa is going to be a full service restaurant that provides authentic African appetizers, entrees, desserts and drinks. The goal of the restaurant is to provide lunch and dinner in a casual atmosphere that people from all ethnic backgrounds can enjoy while providing awareness of the African cuisine. The restaurant has a long term goal of expanding its business into other food related industries such a catering, recipes books and cooking classes. Taste of Africa plans on becoming a household name in the United States. The location of Washington, DC was chosen because of the diverse ethnicities in the region. The presence of other successful African restaurant shows that there’s a demand for African Cuisine. The Washington DC area is full of open minded people who are willing to try new things. Another reason this area was chosen is because of
Texas A&M University-Commerce
EXECUTIVE SUMMARY It’s no surprise that Americans mostly eat out. It’s predicted that the restaurant industry in the United States will have sales of about $580 billion and a 2.5% percent increase compared to last year. By looking at these figures, we can see that the industry has not been affected as much as other businesses by the national economic crisis. The restaurant industry remains the number one private industry to provide jobs in the United States. The growth of the industry has been stable but the trends and needs of customers have changed. Due to the increasing amount of immigrants, people are now looking for new flavors and cuisines this year. Asian, European and South American foods are so common the United States public that they are barely considered foreign. Therefore, customers want new tastes to experiment (National Restaurant Association [NRA], 2010). For this reason I have decided to create an African restaurant called Taste of Africa in Adams Morgan, Washington, DC. The Restaurant Taste of Africa is going to be a full service restaurant that provides authentic African appetizers, entrees, desserts and drinks. The goal of the restaurant is to provide lunch and dinner in a casual atmosphere that people from all ethnic backgrounds can enjoy while providing awareness of the African cuisine. The restaurant has a long term goal of expanding its business into other food related industries such a catering, recipes books and cooking classes. Taste of Africa plans on becoming a household name in the United States. The location of Washington, DC was chosen because of the diverse ethnicities in the region. The presence of other successful African restaurant shows that there’s a demand for African Cuisine. The Washington DC area is full of open minded people who are willing to try new things. Another reason this area was chosen is because of
References: U.S. Census Bureau. (2000). County to county worker flow files. Retrieved July 31, 2010, from http://www.census.gov/population/www/cen2000/commuting/index.html U.S. Census Bureau. (2009). Metropolitan and micropolitan statistical area estimates. Retrieved July 30, 2010, from http://www.census.gov/popest/metro/CBSA-est2009-annual.html