1. Executive Summary
The restaurant industry in Cyprus is large and ubiquitous. Providing a range of products and services, it touches nearly every household in one way or another.

2. Company Analysis
3. Industry Analysis
Restaurant companies are essentially retailers of prepared foods, and their operating performance is influenced by many of the same factors that affect traditional retail stores. Competition between restaurants is intense, since dining options abound. And, while there are certainly dominant players in this industry (especially among restaurants offering Cypriot food) no company has the market cornered. Indeed, virtually every restaurant location must compete not only against other publicly traded chains, but also a wide array of small, local establishments. Competitors include everything from delis and pizzerias to fine-dining restaurants, and of course, it is relatively easy to forgo prepared foods, altogether, in favor of home cooking, which is usually a less expensive option. Thus, restaurant meals are discretionary purchases, and the industry tends to be highly cyclical. Edesma’s target group is divided between tourists, restaurant seekers in general with money to spend as well as other adults from other towns of Cyprus who were in the area looking for good Cypriot cuisine. According to research by C&R Research for the National Restaurant Association, there are four broad food attitude segments among today’s restaurant patrons:
• Adventurous diners are consumers who are most enthusiastic about trying new types of foods and ingredients. They are frequent diners who are “upscale,” educated and more likely to live in urban areas.
• Traditional diners are the least experimental and tend to live in smaller cities. They are often older, less frequent patrons who enjoy comfort foods.
• Health-conscious diners are more concerned about what