Week 4 Part B: Target Market

Dora Tapioca Crepe is a fast-food shop specialized in tapioca meals. It will offer an alternative nutrient-dense and high-energy source meal at affordable prices, made with organic, non-GMO and gluten free ingredients. It is cooked to order and can be filled with different fresh ingredients according to customer preferences. The first shop will be located in South California in the coastal neighbors of Encinitas.

In terms of demographic, the target customers are the residents in the age group of 18 to 50 from Encinitas and the neighboring districts of Solana Beach, Del Mar and South Carlsbad. The demographic includes mainly young families, high school and college students, millennials, generation X as well as people that work from home. The teenagers of the area are also more likely to bring their friends and use the tapioca shop as a hangout spot.

The psychographic of the target customer is the health and eco conscious population of this region. Active outdoors and sports oriented people. Surfers and other water sports influencers. People engaged in yoga, meditation and other holistic movements. People that are community-oriented. Dora Tapioca Crepe also aims to target customers who have adopted the off-premises trend. Offering quick food deliveries, pick-up areas and contactless. According to City-Data, fifty percent of Encinitas residents report that their diet is generally healthy. People living there eat an average of four "ready to eat" meals per week. These meals are prepared away from home in places such as restaurants and fast food places.