Consumer Analysis

* Segmentation &Targeting

Source: Statistics and Census Service(http://www.dsec.gov.mo/default.aspx?lang=en-US)

Source: Statistics and Census Service(http://www.dsec.gov.mo/default.aspx?lang=en-US)

Just as we mention before, Vapiano is an Italian restaurant emphasizes on relaxed life style, it is the perfect setting for a leisure lunch, an afternoon break, or a pleasant dinner with friends or family. We divide the market into 7 different age groups, and our target consumer will be the people age from 15 to 34. Nowadays, young people like go dutch when they enjoy dinner with friends, so the consume style of Vapiano is unique and convenient for them. And with the development of Macau, the income level of Macau citizen is gradually increasing. And Macau people have easy-going and relaxed life style. They usually spend their spare time on having afternoon tea or small snack with friends. Therefore, Vapiano is the best place for young people to have a meeting with friends or families. On the other hand, Macau is a developed and international city, it attracts thousands of tourists every year. We can see from above chart, Per-capita spending of visitors is increasing year by year. Those visitors are not only the major consumers for gambling industry but also the major consumers for shopping center and food industry. So, our target consumers are those young Macau citizens and tourists.

* Positioning

Even though Vapiano is a fast food restaurant, but it advocates relaxed and easy-going life style. Customers can have wonderful dining experience by talking, laughing in its relaxed atmosphere. And it builds up its own image through providing special foods and service. All foods are ordered directly from the chefs at the individual stations in the middle of the VAPIANO. The chefs prepare all of the dishes to order in front of the