After conducting five more interviews, I realized that vegetarians and vegans have a lot in common with my target market. Although my restaurant's dishes will contain a lot of fruits and veggies, most of them will not be vegetarian/vegan friendly. I'm sure some food will be, but they aren't my target audience.
What:
The point where my need differs from others is where the healthy part comes in. Fast food came about when people wanted quick meals at a low price but as more and more people are starting to care about their health, they have been looking for better alternatives. My restaurant will be as quick and easy as regular fast food but much healthier.
Why:
The underlying need for the outsiders is different because although their diets are usually healthy, vegetarians/vegans can't eat meat and/or products made with meat such as chicken stock or beef broth.
Inside the Boundary
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Outside the Boundary
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Who: Those who want to eat healthy too busy to prepare a healthy meal. Particularly college kids and those in the working class.
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Who: People who don't care too much about their health and vegetarians/vegans.
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What the need is: An alternative to fast food that is just as quick and cheap, but also healthy.
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What the need is not: Just any fast food that doesn't satisfy people who have a need to be healthy.
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Why the need exists: Becoming healthier is a growing trend but many people are partaking in but there's not enough options for those who have limited time in their days. If there is a way to have healthy food that's relatively quick, it's not cheap so there is a need for the trifecta: cheap, fast, and healthy.
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Alternative explanations: The need can also exist for working moms who want their families to eat better or those who just want something quick. People who eat fast food aren't looking to be unhealthy, it's just convenient. The same can go for my restaurant except the other way around.
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Hey Kristen,
ReplyDeleteI like how you mentioned vegetarians and vegans! I love how inclusive you are thinking! In Gainesville especially there are a lot of vegetarians and vegans. By expanding your boundaries you will be able to generate an even larger hypothetical revenue! As someone who has a similar nutrition to vegetarians, I am always looking for healthy vegetarian options that has minimal processed ingredients that I can quickly grab because sometimes I am too lazy to cook for myself at home. Great job!
Hey Kristen. First this is an amazing idea but how will you make your restaurant different from other vegan/vegetarian restaurants like Slutty Vegan doing well in the industry. I believe your main issue might lie in competitors. Regardless, I love the fact that you considered a broad audience like mothers who want their families to eat well. I would suggest making mothers your target audience and cultivating a restaurant that is family-friendly inside and out!
ReplyDeleteHi Kristen,
ReplyDeleteThis idea is great, I constantly find myself eating unhealthy due to lack of time or energy. I like how you are willing to get in the market against unhealthy fast food, they are a lot and can get tricky but if you can make a good profit with healthy food then you are on. Great idea!
Hey kristen,
ReplyDeleteI am really interested in your idea with vegan/ vegetarian diets and moving towards such a market as that. Unhealthy fast food is very convenient, however, it is extremely unhealthy but people just don't have the time to prepare a more nutritious and healthier meal so they choose the fast food. To be able to deliver the healthier and better option of food at an efficient time and convenience is a very beneficial idea for a majority of people.