Case Study Question 7 Choosing Darien, Connecticut location for opening a second restaurant is a wise decision. Considering the demographics of Frank's All American BarBeQue restaurant based on the data, they are many reasons why this location is the ideal choice. Firstly, the small mall in Darien has a larger seating capacity compared to Fairfield restaurant so that many customers can come to the restaurant without having to wait for a seat. In addition, it is a lively spot that attracts all demographics. Apart from that, the location is a very short distance from the railway station that is three blocks from the mall and the 1.95 exit. Hence, people through train and car can easily come to the restaurant. Secondly, it is the population. In Darien, there are 19,375 people. When comparing with other locations, the total population is more in other locations compared to Darien. However, the pedestrian foot movement in the Darien location is large as there is a railway station near the mall. Along with this, the mall has a large number of car parking spaces so that many customers can come and park their vehicles without any delay in search of parking. Hence, it will make it easy for customers to come to the restaurant. As this restaurant is close to the 1-95 exit, customers who are hungry or wanted to enjoy eating outside can immediately access the restaurant without spending too much time travelling after the exit or getting stuck in traffic. Hence, choosing this location can attract more people to the restaurant. Thirdly, it is the income of the Darien population. People living in Darien have an average income of $18ft,474. The average income in Darien is the largest compared to other places in Connecticut except for Wilton. In other words, the previous location (Fairfield) average family income was less ($1ft8,ffift9) compared to Darien. Therefore, Darien is a good option as there are a majority of family members living in this area. Taking this factor into consideration, Frank can increase the price for the pre-packaged food as Darien has a population with high income. If choosing this location, Frank can increase his menu by giving more pre-packaged meals for the busy family members. This will give more options for customers to buy food.
Consequently, there are few out of pocket expenses for Frank in the Darien location. The rent prices are high. Adding this increase in price along with other expenses will increase the overall expense for Frank and thus will not be able to gain profit. However, he can increase the cost of the food to cover these expenses as the Darien location has families with higher incomes. Darien has the highest population of family households consisting of 81.7% compared to other Connecticut areas. This high percentage indicates that opening the restaurant is a perfect choice as the restaurant itself is a family-owned business. Due to the high population of family households, people might not be able to cook in their busy