2.9: Chapter Glossary and Notes

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Glossary

Existing development. An operation with an ‘in place’ restaurant concept, theme, menu, facility design, aligned suppliers, and so on. The entire package enters a marketplace - the method utilized by established chain operations.

Market Design. The location determines the concept, menu, facility, and suppliers, which the restauranteur tailors to fulfill the needs and wants of the target market that resides in that trading area. If there are several target markets in a trading area, it is vital that that the operation determine which ones best match the strengths of restaurant - especially in the areas of food and service.

Demographics. The statistical characteristics of human populations in a specific geographical area. Demographics are useful to identify the study of quantifiable subsets within a given population, which characterize that population at a specific point in time. Themes such as the number of people (adults, children, other), ages, mobility, or lack of mobility, gender, income levels, education, ethnicity, employment status, and housing are related to the eating-out and drinking-out behavior of consumers.

Psychographics. The study of personality, values, opinions, attitudes, interests, and lifestyles. Because this area of research focuses on attitudes, interests, and opinions, (or AIO psychographic factors). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and organizational demographics variables (sometimes called firmographic variables), such as industry, number of employees, and functional area.

Generational differences. Historical generations may be defined both by demographics, such as the years in which a particular generation is born, but also by psychographic variables like attitudes, personality formation, and cultural touchstones.

Consumer decision cycle. This cycle indicates five key elements in the decision-making cycle: problem recognition - the foodservice need; the information search to address the need, evaluation of alternatives, the purchase decision, and post-purchase evaluation. The particular trading area and its consumer and market conditions influences each element in the decision-process.

Notes

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