Michael Jordan Steakhouse was successful in Chicago for obvious reasons. The question posed by this research was whether or not it would be successful in Santa Monica.
The quick answer to the question is that it makes more sense for it to be in Chicago, but perhaps there is a big enough market of fans of both Michael Jordan and steakhouses in Santa Monica for the concept to be successful there. After all, it doesn’t have to attract everyone, just enough to full the restaurant!
Santa Monica has four distinct consumer populations that drive the traffic in its various businesses – local residents, visitors from outside of Santa Monica but still in Southern California, domestic visitors from elsewhere in the US, international visitors
We conceptualized this project as a concept test – describe the concept of Michael Jordan steakhouse in detail and ask them if they would be interested in patronizing it. Based on estimate of average spending at a typical Michael Jordan steakhouse, and the number of visitors in the area at any given time, we could forecast likely sales for the restaurant.
We could also understand the basis for the appeal of the concept by quizzing respondents about their perceptions of the concept
The RIGHT Answer
Our recommendation was that Santa Monica was a viable location for a Michael Jordan steakhouse. There were enough people who were interested in a steakhouse of any kind for demand to be adequate for the restaurant, and there is broad appeal for Michael Jordan in each of the constituencies that patronize Santa Monica in large numbers.