Breakfast at Tiffany's, well sorta
Belief:
For the past several years I have lived in the Wesley Chapel area of Florida. The area has one of the fastest growths in the Tampa Bay region; however, there remains to be any establishment for serving breakfast. The citizens of Wesley Chapel have to travel to the surrounding area in order to meet this need. The closest predominately breakfast restaurants are located in Zephyrhills, Lutz, and North Tampa. With the best of these being a local bagel joint in Lutz. Based on personal beliefs I feel this need is unmet with a reasonable certainty of 80%.
Potential Customer - Wesley Chapel resident
Customer #1 - Male late 30's
How often do you eat out on a weekly basis? Average around twice a week
What is your favorite restaurant? Pizza Mania (Wesley Chapel)
How often do you eat breakfast out? Once or twice a month. Mostly as a leisure activity
Where do you eat breakfast most frequently? Big Apple Bagels (Lutz)
What is your favorite place to eat breakfast? Datz or Pinky's (South Tampa)
Why is the restaurant your favorite? The restaurants have a creative take on a traditional meal and do different things with similar ingredients
What is your favorite breakfast food to make at home? Over easy eggs and toast
What is your favorite breakfast food to eat out? Sweet items or biscuits and gravy
What breakfast restaurants are located in Wesley Chapel? First Watch Cafe, Panera Bread, Waffle House
Customer #2 - Female middle 30's
How often do you eat out on a weekly basis? Average around three times a week
What is your favorite restaurant? Amichi's Italian (Wesley Chapel)
How often do you eat breakfast out? Once a week prior to work at fast food
Where do you eat breakfast most frequently? Brunchie's (Lutz)
What is your favorite place to eat breakfast? Brunchie's (Lutz)
Why is the restaurant your favorite? The restaurant has very good eggs Benedict and I don't cook
What is your favorite breakfast food to make at home? I don't cook breakfast
What is your favorite breakfast food to eat out? Eggs Benedict
What breakfast restaurants are located in Wesley Chapel? Hanger Cafe
Customer #3 - Male early 30's
How often do you eat out on a weekly basis? Average around 5 times a week with work lunches
What is your favorite restaurant? Flemmings or Seasons 52 (South Tampa)
How often do you eat breakfast out? Twice a week
Where do you eat breakfast most frequently? Chick-Fil-A (North Tampa)
What is your favorite place to eat breakfast? Chick-Fil-A
Why is the restaurant your favorite? The convenience, speed, and quality received
What is your favorite breakfast food to make at home? Bacon, you can't get it at Chick-Fil-A
What is your favorite breakfast food to eat out? N/A
What breakfast restaurants are located in Wesley Chapel? First Watch Cafe, Cracker Barrel
Reflection:
When I started the exercise I had the belief that there were no places in Wesley Chapel to sit and eat breakfast. However, after each iteration I was reminded of different cafe's or restaurants. I also learned that of the people interviewed it is less likely they eat breakfast out than any other meal.
Summary:
In summary, I determined that an opportunity exists; however, the unmet need is not as predominate as previously estimated. In other words, I did learn or was reminded of five different sit-down restaurants where one can enjoy breakfast in Wesley Chapel. In addition, I learned that more people tend to eat out sit-down style for lunch or dinner. Based on information gathered, I would estimate an unmet need of 20% or less. Depending on where you live in Wesley Chapel, you have one or two choices relatively close. Perhaps the restaurants could do a better job of advertisement to increase customer response. Of course it is perfectly acceptable that no additional customers are needed. To be successful it is critically important that an entrepreneur listen to their potential customers. For instance, if you owned a widget company and you made the best widgets around. You would do no good setting up shop in a town whose credo was that of "we take pride in knowing our neighbors and NOT using widgets." The key take-away here is to complete a little market research and adjust accordingly.
For the past several years I have lived in the Wesley Chapel area of Florida. The area has one of the fastest growths in the Tampa Bay region; however, there remains to be any establishment for serving breakfast. The citizens of Wesley Chapel have to travel to the surrounding area in order to meet this need. The closest predominately breakfast restaurants are located in Zephyrhills, Lutz, and North Tampa. With the best of these being a local bagel joint in Lutz. Based on personal beliefs I feel this need is unmet with a reasonable certainty of 80%.
Potential Customer - Wesley Chapel resident
Customer #1 - Male late 30's
How often do you eat out on a weekly basis? Average around twice a week
What is your favorite restaurant? Pizza Mania (Wesley Chapel)
How often do you eat breakfast out? Once or twice a month. Mostly as a leisure activity
Where do you eat breakfast most frequently? Big Apple Bagels (Lutz)
What is your favorite place to eat breakfast? Datz or Pinky's (South Tampa)
Why is the restaurant your favorite? The restaurants have a creative take on a traditional meal and do different things with similar ingredients
What is your favorite breakfast food to make at home? Over easy eggs and toast
What is your favorite breakfast food to eat out? Sweet items or biscuits and gravy
What breakfast restaurants are located in Wesley Chapel? First Watch Cafe, Panera Bread, Waffle House
Customer #2 - Female middle 30's
How often do you eat out on a weekly basis? Average around three times a week
What is your favorite restaurant? Amichi's Italian (Wesley Chapel)
How often do you eat breakfast out? Once a week prior to work at fast food
Where do you eat breakfast most frequently? Brunchie's (Lutz)
What is your favorite place to eat breakfast? Brunchie's (Lutz)
Why is the restaurant your favorite? The restaurant has very good eggs Benedict and I don't cook
What is your favorite breakfast food to make at home? I don't cook breakfast
What is your favorite breakfast food to eat out? Eggs Benedict
What breakfast restaurants are located in Wesley Chapel? Hanger Cafe
Customer #3 - Male early 30's
How often do you eat out on a weekly basis? Average around 5 times a week with work lunches
What is your favorite restaurant? Flemmings or Seasons 52 (South Tampa)
How often do you eat breakfast out? Twice a week
Where do you eat breakfast most frequently? Chick-Fil-A (North Tampa)
What is your favorite place to eat breakfast? Chick-Fil-A
Why is the restaurant your favorite? The convenience, speed, and quality received
What is your favorite breakfast food to make at home? Bacon, you can't get it at Chick-Fil-A
What is your favorite breakfast food to eat out? N/A
What breakfast restaurants are located in Wesley Chapel? First Watch Cafe, Cracker Barrel
Reflection:
When I started the exercise I had the belief that there were no places in Wesley Chapel to sit and eat breakfast. However, after each iteration I was reminded of different cafe's or restaurants. I also learned that of the people interviewed it is less likely they eat breakfast out than any other meal.
Summary:
In summary, I determined that an opportunity exists; however, the unmet need is not as predominate as previously estimated. In other words, I did learn or was reminded of five different sit-down restaurants where one can enjoy breakfast in Wesley Chapel. In addition, I learned that more people tend to eat out sit-down style for lunch or dinner. Based on information gathered, I would estimate an unmet need of 20% or less. Depending on where you live in Wesley Chapel, you have one or two choices relatively close. Perhaps the restaurants could do a better job of advertisement to increase customer response. Of course it is perfectly acceptable that no additional customers are needed. To be successful it is critically important that an entrepreneur listen to their potential customers. For instance, if you owned a widget company and you made the best widgets around. You would do no good setting up shop in a town whose credo was that of "we take pride in knowing our neighbors and NOT using widgets." The key take-away here is to complete a little market research and adjust accordingly.
Hey Dan, It was really enjoyable reading your opportunity belief. I liked how well organized your interviews were. From your research it does seem that people prefer to at out for lunch or dinner and then make breakfast in their own homes. I know that early in the morning, I prefer staying in my own home much more often. It does seem that the opportunity is less predominant than you previously thought.
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