Target: Whenever determining our target market, we have to break down into certain groups to find out
how specifically we need to build our restaurant around our guests. We want to build a restaurant
specifically for that group, so every single detail maers. This is similar to the demographics of a group,
but more centered around that area. In this case, we are going to break down the specifics of the Fox
Chapel area. Here we will look at what these general specifica#ons will do in terms of determining how
we will make our restaurant succeed.
Psychographic factors/Cultural Values: Since this is a high class area, they want to get what they
paid for, and they expect the best with the money that they earn. There is a certain air of
expectancy. Whenever they will first walk into our restaurant, they will expect to be treated well
and that the service will be some of the best that they will receive. There is the expectancy to
be treated with respect, and to already know that they are going to have a good experience
whenever they walk into the area. There is the perception that if they will have to wait, or they
will have a mess up in their food, then the entire meal will be ruined. This is something we will
have to make sure that we have well trained employees so that they know what they are doing.
Also, this living situation, everything will be expected to be extravagant and the best bang for
their buck. There will also be this care for animals, that if they can a&ord to help make sure that
the animals used in the food were treated humanely and grew up in safe environments, then
that’s what truly maers.
Personality: High class, high end. The food and the atmosphere will be prime, and the area will
be well kept and cleanly. The housing is kept in top condition and everything is the best of the
best.
Motivation: Not only are these people looking for a beer lifestyle to live, to eat healthier, they
have the money to a&ord it. Although they may work a lot, they will be more motivated to want
to spend money at our restaurant since they won’t have to worry about when they will earn
their next check. Also, for our restaurant, a lot of motivation comes from the want to change the
way society is today. If we want this restaurant to make a di&erence, we have to be in a group of
