9A – Testing the Hypothesis, Part 2

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After interviewing five new UF students, I was able to organize the following findings based on their explanations:

Who:  While most of the people were interested in the business concept, one of the girls explained that she would probably fall outside the boundary because she doesn't really eat breakfast and would rather spend her money on other types of food such as pizza and Mexican food.  For her, this type of food was not a priority and she was not thrilled by the proposal. Additionally, another boy that I interviewed told me that he would not eat at this restaurant because he feels that breakfast food is typically unhealthy and would not want to get caught up in all of the add-ons.

What:  The need I identified is different than other needs because there are already places that are open late at night, but none that are desirable at all hours of the day.  This restaurant concept is very versatile and can attract business in so many different ways.

Why:  There are different needs that people can identify with for this concept because some people emphasized that they really want somewhere that they can get a late night snack and others just wanted breakfast food during the day and a cute place to go for brunch.  Additionally, some of the interviewees were really intrigued  by the idea of building their own platter since they are picky eaters and like to get exactly what they want.

Inside the Boundary
Outside the Boundary
Who is in- The main people that are in are those that enjoy breakfast food and like to either study late or go out to local bars/clubs.  People often crave pancakes and foods that feel "homey" at night but there is not a fast and easy option for people to get this kind of food without going to a sit-down restaurant like Ihop.
Who is not- I have found that people over the age of 30 are not as interested in this concept because they either do not have time for breakfast or dont see it as something that is worth their money.  Also, people that are really health conscious have expressed a fear that this place provides too many opportunities to indulge and would not want to risk giving into cravings.
What the need is-   There is a need for a casual breakfast place that people can get true breakfast food from rather than just simply bagels or coffee.
What the need is not- The need is not for an overpriced breakfast place because the people that I have interviewed emphasized that they do not want to spend a lot of money at a counter place and are on college budgets.  Also, people do not like to spend a lot of money on late night snacks.
Why the need exists- The need exists because people do not have time to go sit at a breakfast restaurant with a waiter and want a fun place to hang out late at night.
Alternative explanations- Some people aren’t comfortable with  the idea of breakfast food being served from a counter place because they feel that it won’t be as fresh and are nervous about the way that the food is stored.  I feel that this issue can be corrected through strategic marketing and assistance from professionals but there will of course be people that stick to their typical sit-down breakfast restaurants.

Comments

  1. UnknownSeptember 30, 2018 at 2:06 PM

    It looks as though you were able to find a lot of good information surrounding your late-night breakfast idea through this assignment. I agree that adults over the age of 30 might not be interested in the late-at-night aspect of your business, but it could still be a possible market for people who work and want breakfast before they go into the office, or even if they want waffles and eggs and such for lunch. This style of restaurant is usually busy during the lunch rush (i.e. Chipotle). Thanks for sharing what you found!

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  2. UnknownOctober 1, 2018 at 1:43 PM

    Hey Emily,
    Great job at finding people who do not have an unmet need. I can see why older people and people who are only eat healthy food might not want to fast food breakfast restaurant to go to. College students are definitely the ones who would be interested the most. Some people might not want to spend money on breakfast food because it is cheaper to make at home. Overall, nice job!

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  3. UnknownOctober 1, 2018 at 3:44 PM

    You did a great job identifying that your restaurant must have a price point that is affordable for your target audience. Even if the food and service are spectacular, a price point that is too high would drive away your main customer base. As you discovered in this assignment, not every college student is up late at night, but it is important that you factor this in to your business decisions like food orders. Accurately estimating the number of customers and amount of food served will help you save a lot of money. You could attract some of the older age groups through promotions and kid friendly options to get parents in the door.

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