MARKETING AND CONSUMER BEHAVIOR

LAUNCING A NEW FOOD PRODUCT

Thesis

As innovator/manager of a new food product to research potential markets within diverse areas by mirroring selected industry analysis (data).

Outline

Introduction Background Culinary Trends Product concept Marketing Target market Competitors Risk management

Introduction:

Consumer Behavior“ How individuals, groups and organizations

select, buy, use, and dispose goods, services, ideas, or experiences to satisfy their needs and desires”

The restaurant industry has altered the Greater Boston area due in great part to changes in consumer behavior and the elements of consumer purchasing decisions.

Background

The National Restaurant Association, 2011, predicts sales turn positive after a three year slump

The number of national restaurants recorded by the industry is in the vicinity of 960,000, over 14,100 restaurants reside in Massachusetts

The revenue from food is rising, sales in 2010 will exceed a half trillion dollars (refer to figure 1)

(Figure 1) * Projected

Source: National Restaurant Association

Increased revenue from the food industry

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$42.800$119.600

$239.300

$379.000

$580.100

$0.00

$100.00

$200.00

$300.00

$400.00

$500.00

$600.00

1970 1980 1990 2000 2010

The U.S. restaurantindustry’s sales

Culinary Trends

Ethnic Food trends

American, The New Ethnic Immigration is in- especially when it

comes to our palates, and this trend is all about flavor delivery. The Food Channel refers to it as the Global Flavor Curve- part comfort and part creativity, with the latest flavors coming from the great American melting pot. It’s still about grandma’s food, but the recipes may be written in Mexican.

Validating the Product Concept Niche Market Buroti A fusion of the Burrito and the West-

Indian “Dhalpuri” Boroti is a niche concept, which will

utilize the “shell” or skin of the “dhalpuri”, a West-Indian roti, stuffed with ground seasoned split peas filled with vegetables.

Burroti Menu varieties

Dhalpuri:A flat bread that is filled with ground split peas, geera (cumin), cilantro, garlic and saffron. It is toasted on a platen (tawa) to bring out the aroma and spices in this delicious, freshly made roti.

Chicken Boroti: filled with cubes of slow cooked chicken breast, seasoned to perfection and flavorful West-Indian spices.

Beef Boroti- filled with tender morsels of beef that is seasoned to perfection that compliments any condiments.

Shrimp Boroti – filled with local market shrimp, cooked just right and served hot and fresh to maximize the delicious added West-Indian spices.

Goat Boroti- filled with curried goat (seasoned overnight) in Trinidadian rum, curry powder, shadon-beni, garlic and other local spices that makes this dish truly unique to the West-Indies.

Vegetable Boroti- filled with a choice of many fresh vegetables from the menu.

Marketing