Customer segments & customer values : practical implications for restaurant A1-City

The food and beverages industry of the Netherlands accounts for 7.6% of its gross domestic product. Decisions in this industry are mostly based on gut feelings compared to other retail industries that increasingly use research for important decision making. In Q3/Q4 2012 a new restaurant A1-City will open its doors in Amersfoort. This new restaurant A1-City is subject of this study. This study focuses on understanding the market segmentations and customer values for the future guests of A1-City by answering the following key question: 'what are the right customer segments and customer values for A1-City to increase the likelihood on its profitability.' A two-folded question that determintes the appropriate customer segments and values, as well as, how to increase the likelihood on profitability of these customer segments.