Studies have shown that most customers to a convenience store are 18-35 years of age and male. This has led others to focus on females and individuals who are over 55 years of age. The Coffee Break will target customers from the OSU campus, local businesses, and tourists. This will provide a strong local clientele and a new tourism.
While convenience stores are nothing new, we will distinguish ourselves from that genre and focus more on a cafe/store emphasizing on convenience. Research has shown that ice cream/frozen yogurt and quick, healthy meals attract our targeted demographic of females and those over 55 years of age.
The Coffee Break has three major customer groups, as mentioned in the chart and table, that will be targeted.
Because The Coffee Break being located near the Oregon State University (OSU) campus, many students will find it as a resourceful break to their busy days. Also, travel time from local nearby businesses is minimum compared to other convenience stores and ice cream parlors.
Bend, Oregon is a tourism mecca for Oregon residents and other visitors. Offering skiing, snowboarding, and other winter attractions nearby, as well as summer attractions (including hiking and mountain biking), visitors will always be in need of convenient materials such as food, beverages, and other materials to supplement their activities.
The market will vary greatly based on two factors: the OSU schedule and tourism (weather). The OSU schedule will vary according to the number of students near The Coffee Break. Summers will tend to decrease the customer base of students as many choose not to attend school during this time. Also, the weather will affect tourism. Depending on snow amounts in the winter and sunshine in the summer, the number of tourists can vary. It will be important to recognize upcoming seasonal patterns and plan accordingly.
Most convenient stores have males, ages 18-34, as main customers. Recent trends have indicated that many stores are trying to incorporate females and those over the age of 55. By providing the "nostalgic" feeling, we expect to increase the number of customers over 55. This will still enable us to serve others in the basic age group of 18-34, or typical students.
Because our market is threefold, we have researched the needs of each.
Convenience stores are nothing new. In order to succeed, a business must understand the importance and impact of merchandising, location, and competition. Due to the strong reliance on other industries, it is important to recognize the industry's needs and trends.
A distinction of convenience stores and other grocery stores is just that: convenience. To maximize this, location must be easily accessible (including ample parking) and prompt service. Our location will be beneficial for all, especially students at the OSU campus. Also, by providing the variety of food and non-food products, The Coffee Break will be able to facilitate the needs of customers better. We will expand our hours to a greater time frame, allowing convenience to be based on the customers schedule.
Although many convenience stores offer gasoline, we have opted to exclude this service. Instead, we will focus on prompt service and general purchases towards food and non-food products. Our friendly and clean atmosphere, will create a standard for convenience stores in the area. This in turn will convert the industry's percentage of weekly customers and transaction amount to increase.