Our target market is mainly 25-55, above average income, active and love great food and beer. It should appeal to both male and female, married, single or families. Basically people from all walks of life, that enjoy good food and beer. We want to have a very open and inviting look, as we want all people to feel welcome.
Our restaurant, which will eventually morph into a brewpub, has several key elements:
- Great food
- Great service
- A focus on local craft beer and local food
- Family friendly
The restaurant itself used to be a upper-scale steakhouse, so we will be trying to bring a slightly more casual atmosphere to the place. We will look to use stencils and other designs that will go along with the logo. It is roughly divided into two sections; one being a more quiet restaurant atmosphere (i.e. more booths and no TVs) and the other being more lounge like (Bar seating, TVs, etc). It will be open for lunch and dinner, the former being something they really haven't had downtown for a while.
We are located in St. Albert, Alberta. Our city, though not large (65,000), borders on a larger city Edmonton (1,200,000). We want to target our city primarily, but appeal to the closer communities of our bordering city.
We anchor the largest farmer's market in western Canada during the summer and are steps away from the city hall and main performance venue. So, we will look to capitalize on people coming to these events and any other celebrations that take place downtown. We are also right on the main walking, running and biking trail that goes through the city and want to take advantage of being one of the few places open to families out for a ride or a walk.