Quantitative Analysis

Zou’s Chinese Restaurant is located at 77 Bennet St, East Perth. ZOU’s has prepared a questionnaire to get feedback from potential customers. The questionnaire will be distributed to one hundred people, to get more data. Based on the results of market analysis, Zou’s restaurant changes some details of the business plan.

Data was collected by distributing twenty-five surveys in four different demographics areas. The surveys were distributed among a range of different age groups, ethnic groups etc.

Figure 1: Gender

Of the hundred people surveyed 58% of people are male and 42% are female.

As 52% people’s income are under one-thousand nine hundred and ninty-nine dollars per month, ZOU’s aims to have menu designed around easily accessible and inexpensive, quick food.

Figure 2: Age Group

The graph shows that 54% of the people surveyed ranged from the age of 16 to 25, and 26% are between the age of 26 and 25.

Figure 3: Interest in Chinese food

This figure shows the percentages of people that are or are not interested in Chinese food. Out of the hundred people surveyed there 76% of them were interested in Chinese food.

Figure 4: Who are you most likely to have dinner with?

This question aids Zou’s by outlining a target market and demographic to market too.  58% of people answered with ‘family’, whilst, 30% of people surveyed chose friends and 12% answered colleagues. ZOU’s will use this information to develop a family friendly environment. There will be a children’s menu created to cater for families.

Figure 5: Officer interest in

Figure 5 shows the results for the question asking what would corporate or full time workers prefer to eat. Chinese food came in second highest rating, behind café food. These are positive results for ZOU’s.

Figure 6: Reason to appeal

The data from this question tells ZOU’s that 72% of people surveyed thought that taste was the number one factor when eating out. Taste was rated above service and environment.

Figure 7: The time you most likely to have dinner in Chinese restaurant

The data from this question will tell ZOU’s when customers are more willing to go out for food. It is clear that weekends are the popular time,  with 65% of people picking this answer. Friday and Saturday are popular days as people do not have work the next day and can afford to spend more time out.

Figure 8: How frequently would you go per month?

Figure 8 shows ZOU’s resturant has great potential for success. From the hundred surveyed, 36% people go to Chinese resturant more than three times a month, and 16% people at least once a month. Only a small percentage of 13% went out less than once a month.

Figure 9: Would you be willing to pay?

Figure 7- Explains that most people will pay twenty dollars for a meal, just 2% of people will pay fifty or more for a meal. This figure also shows ZOUs that they need to have a wide ranging menu. The menu should cater for all types and have cheaper as well as more expensive items.

Figure 10: Which kind of food you prefer?

This data tells ZOU’s what kind of food people prefer, this will also aid ZOU’s in creating a customer friendly menu.

Figure 11: How will you go to the restaurant?

This data outlines that most customers will probably drive and ZOU’s should look into providing carparking and a roue map or directions for those who use public transport.

Figure 11: How would you usually order food?

 

Zou’s resturant also provide delivery service. If the total bill is less than fifty dollars, there will be a delivery charge. Of the hundred surveyed, 78% of people said they would prefer to order take-away and only 22% said they would prefer to dine in. 

In conclusion, the analysis of the survey has given ZOU’s a clearer picture of the business and what results to expect. Not many alterations will be made to our business. However, we have done one hundred questionnaires for the market analysis is that we will need more advertising to let publication our business. Zou’s restaurant need have characteristic to attract new customers and keep old ones returning, from our service we will change a little bit to improve.

Questionnaire

ZOU’s Restaurant

_Gender:	□ Female		□ Male
_Age group:	□ 0-15	□ 16-25			□ 26-35	□ 36-45		□ 46-55		□ 55+
_Income (a month):	□ Under $1999			□ $2000-3999			□ $4000-5999		□ $6000+
_Where do you live?	___________________________________

1)     Do you like Chinese food?    □ Yes        □ No

2)     Who are you most likely to have dinner with?

□ Family

□ Friends

□ Colleagues

3)     If you are office workers, which kind of food you be more interested in:

□ Chinese food

□ Café              □ Sushi        □ Fast food (i.e.: KFC, McD)

4)     Would you be interested in Chinese restaurant? If yes which aspect appeals the most to you?

□ Taste

□ Environment

□ Service

5)     When are you most likely to have dinner in Chinese restaurant?

□ Weekends

□ Weekday         □ Festival       □ Holiday

6)     How frequently would you go per month?

□ One

□ Two

□ Three

□ More

□ Less

7)     Would you be willing to pay for a meal?

□ $20 per person          □ $30 per person      □ $40 per person     □  $50 or more for each person

8)     How do you like your Chinese food?

□ Hot

□ Medium hot

□ Sweet

□ Normal

9)     How would you go to the restaurant?

□ Own Transport

□ Public Transport

10)   If you want buy some food, which methods you prefer to get?

□ Come to restaurant and take away food

□ Use phone to order and pay for delivery

11)   Do you mind the restaurant is far from your house? Why?

Promotion

ZOU's Chinese Restaurant will implement various promotional tactics to ensure it is always busy. ZOU's will have three different campaigns, each one specified to a different stage in the re-opening of the restaurant. These will be implemented in the weeks prior to the re-opening, the first few months of operations and lastly an on-going campaign for the future.

In the weeks leading up to the re-opening of ZOU's, there will be a mail out and letter drop in the surrounding suburbs (East Perth, Perth, Northbridge and Burswood). This will notify old and potential customers about the exciting developments at ZOU's. This will keep regular customers informed, and keep them from losing interest. On the flyer there will be an offer for a free dessert, when a full main meal is purchased. Using a sales promotion will entice customers to come to ZOU's after the re-opening.

 ZOU's is also planning an opening night bash. The restaurant will take bookings for a set menu dinner. There will be a traditional Chinese Dragon blessing, a live band and a specially designed menu by the head chef.

Upon re-openng ZOU's will implement a 'business lunch deal'. This will include two courses for a set price. This promotion aims to encourage local business folk to buy lunch from ZOU's.

After the restaurant has been re-opened, ZOU's will have regular offers and mail drops. The mail drops will gradually be introduced to more suburbs as time goes on, this will increase knowledge of ZOU's to other suburbs and more potential customers.

BUDGET

Budget and Some financial data

First year:

Month	1	2	3	4	5	6	7	8	9	10	11	12
	JAN	FEB	MAR	APR	MAY	JUN	JUL	AUG	SEPT	OCT	NOV	DEC
Start-up			123,600
TV adverts			4,500	3,500	3,500						2,000	2,000
Flyers			2,500	1,500	1,500						1,000	1,000
Opening Night			1,400
Print menu			6,000	3,000	3,000						1,500	1,500
Total			138,000	8,000	8,000						4,500	4,500

Second year:

Month	1	2	3	4	5	6	7	8	9	10	11	12
	JAN	FEB	MAR	APR	MAY	JUN	JUL	AUG	SEPT	OCT	NOV	DEC
Sales			53,377	53,377	53,377					65,700	65,700	72,000
Meals			21,721	21,721	21,721					34,650	34,650	42,000
Beverages			11,656	11,656	11,656					22,100	22,100	22,150
Others			20,000	20,000	20,000					8,950	8.950	7,850
Food Cost			10,675	10,675	10,675					13,140	13,140	14,400
Utilities			8,000	8,000	8,000					9,500	9,500	9,800
Rent			13,000	13,000	13,000					13,000	13,000	13,000
Net Profit			21,702	21,702	21,702					30,060	30,060	34,800

Third year:

Month	1	2	3	4	5	6	7	8	9	10	11	12
	JAN	FEB	MAR	APR	MAY	JUN	JUL	AUG	SEPT	OCT	NOV	DEC
Sales			73,496	73,496	73,496					95,674	95,674	100,700
Meals			55,600	55,600	55,600					58,994	58,994	56,755
Beverages			30,000	30,000	30,000					33,400	33,400	43,210
Others			12,104	12,104	12,104					3,280	3,280	735
Food Cost			14,699	14,699	14,699					19,134	19,134	20,104
Utilities			8,700	8,700	8,700					9,200	9,200	9,800
Rent			13,000	13,000	13,000					13,000	13,000	13,000
Net Profit			37,097	37,097	37,097					54,340	54,340	57,760