Sigmund's Gourmet Pasta Behavior Factors Enjoy a high quality meal without the mess of making it themselves. When ordering health concerns in regard to foods are taken into account There is value attributed to the appearance or presentation of food 2.1.2 Market Needs Sigmund's Gourmet Pasta is providing its customers with a wide selection of high-quality pasta dishes and salads that are unique and pleasing in presentation, offer a wide selection of health conscious choices, and utilizes top-shelf ingredients. Sigmund's gourmet Pasta seeks to fulfill the following benefits that are important to their customers. Selection. A wide choice of pasta and salad options Accessibility. The patron can gain access to the restaurant with minimal waits and can choose the option of dine in or take out. Customer service. The patron will be impressed with the level of attention that they receive Competitive pricing. All products/ services will be competitively priced relative to comparable high-end pasta/Italian restaurants 2.1.3 Market Trends The market trend for restaurants is headed toward a more sophisticated customer. The restaurant patron today relative to yesterday is more sophisticated in a number of different ways Food quality. the preference for high-quality ingredients is increasing as customers are learning to appreciate the qualitative differences Presentation/ appearance. As presentation of an element of the culinary experience becomes more pervasive patrons are learning to appreciate this aspect of the industr Health consciousness. As Americans in general are more cognizant of their health idenced by the increase in individuals exercising and health club memberships, patrons are requesting more healthy alternatives when they eat out. They recognize that an entree can be quite tasty and reasonably good for you Selection. People are demanding a larger selection of foods, they are no longer accept a limited menu The nd is that within the last couple of years the restaurant offerings ha increased, providing customers with new choices. Restaurant patrons no longer need to accept a limited number of options. With more choices, patrons have become more sophisticated. This trend is intuitive as you can observe a more sophisticated restaurant patron in larger city markets such as seattle portland or new york where there are more choices available
Behavior Factors • Enjoy a high quality meal without the mess of making it themselves. • When ordering, health concerns in regard to foods are taken into account. • There is value attributed to the appearance or presentation of food. 2.1.2 Market Needs Sigmund's Gourmet Pasta is providing its customers with a wide selection of high-quality pasta dishes and salads that are unique and pleasing in presentation, offer a wide selection of health conscious choices, and utilizes top-shelf ingredients. Sigmund's Gourmet Pasta seeks to fulfill the following benefits that are important to their customers. • Selection. A wide choice of pasta and salad options. • Accessibility. The patron can gain access to the restaurant with minimal waits and can choose the option of dine in or take out. • Customer service. The patron will be impressed with the level of attention that they receive. • Competitive pricing. All products/services will be competitively priced relative to comparable high-end pasta/Italian restaurants. 2.1.3 Market Trends The market trend for restaurants is headed toward a more sophisticated customer. The restaurant patron today relative to yesterday is more sophisticated in a number of different ways. • Food quality. The preference for high-quality ingredients is increasing as customers are learning to appreciate the qualitative differences. • Presentation/appearance. As presentation of an element of the culinary experience becomes more pervasive, patrons are learning to appreciate this aspect of the industry. • Health consciousness. As Americans in general are more cognizant of their health, evidenced by the increase in individuals exercising and health club memberships, patrons are requesting more healthy alternatives when they eat out. They recognize that an entree can be quite tasty, and reasonably good for you. • Selection. People are demanding a larger selection of foods, they are no longer accepting a limited menu. The reason for this trend is that within the last couple of years the restaurant offerings have increased, providing customers with new choices. Restaurant patrons no longer need to accept a limited number of options. With more choices, patrons have become more sophisticated. This trend is intuitive as you can observe a more sophisticated restaurant patron in larger city markets such as Seattle, Portland or New York where there are more choices available. Sigmund's Gourmet Pasta Page 3
Sigmund's Gourmet Pasta Market Forecast 10.000 2001 2002 2004 2005 2.1.4 Market Growth In 1999, the global pasta market reached $8 billion dollars. Pasta sales are estimated to grow by at least 10% for the next few years. This growth can be attributed to several different factors. The first factor is an appreciation for health conscious food. While not all pasta is "good for you, particularly the cream based sauces, pasta can be very tasty yet health conscious at the same time. Pasta is seen as a healthy food because of its high percentage of carbohydrates relative to Another variable that is contributing to market growth is an increase in the number of hours our demographic is working. Over the last five years the number of hours spent at work of our archetype customer has significantly increased. as the number of work hours increases there is a high correlation of people that eat out at restaurants this is intuitively explained by the fact that with a limited number of hours available each day people have less time to prepare their meals and eating out is one way to maximize their time
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 2001 2002 2003 2004 2005 Individuals Families Take out Market Forecast 2.1.4 Market Growth In 1999, the global pasta market reached $8 billion dollars. Pasta sales are estimated to grow by at least 10% for the next few years. This growth can be attributed to several different factors. The first factor is an appreciation for health conscious food. While not all pasta is "good for you," particularly the cream based sauces, pasta can be very tasty yet health conscious at the same time. Pasta is seen as a healthy food because of its high percentage of carbohydrates relative to fat. Another variable that is contributing to market growth is an increase in the number of hours our demographic is working. Over the last five years the number of hours spent at work of our archetype customer has significantly increased. As the number of work hours increases, there is a high correlation of people that eat out at restaurants. This is intuitively explained by the fact that with a limited number of hours available each day, people have less time to prepare their meals and eating out is one way to maximize their time. Sigmund's Gourmet Pasta Page 4