[B]SKI'S Franchising : The [B]SKI'S Market

[B]SKI'S College Market Segmentation

Because [B]SKI'S restaurants primarily focus on college market cities and student body customer bases, [B]SKI'S is in the distinct position to offer its owners a college student market focus that remains steady and plentiful. In fact, in January 2011, QSR Magazine reported:

“Each of the top 10 US growth areas hosts a college as well as an anchor employer, factors that bode well for the quick-service sector and provide engaged customers, better insulation from economic fallout, and a viable employee pool.”

This competitive and recession resistant advantage is vital in an industry that can typically be saturated with a lack of competition differentiation and numerous other dangers when not clearly defined.

[B]SKI'S Restaurant Chapel Hill

The [B]SKI'S Fast Casual Market

Sales of fast casual specialty/ethnic food in the U.S. are on a steady increase. The specialty/ethnic fast food market is going up by about 5% every year and specialty/ethnic foods have a 12% annual stake in all U.S. retail food sales. These numbers are supported by an overall trend toward retail food sales. In 1963, over 70% of a family’s food budget was spent on meals prepared at home and just fewer than 29% went to restaurants. In 2005, however, the percentages were split nearly 50/50.

A Healthy Outlook

Retail fast food sales are projected to expand even further in the years to come, with notable growth in the fast casual sector, of which [B]SKI'S is a part. With a demand for convenient, inexpensive food that breaks away from standard fast food, fast casual outlets are expected to grow by 15-to-20% in the next five years. 

Focused on Success

Together with the growth of specialty/ethnic fast food and the fast casual market, single-item menus are a driving trend in retail food sales. According to Quantified Marketing Group’s 2008 Restaurant Trend Forecast, for example,

“specialization will continue as a primary factor fueling restaurant industry growth. Restaurant brands that find a following with a single, well-produced product… will stand out in the restaurant world and potentially dominate a market niche they help carve out themselves.”

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