STP Outline for Don Osos Restaurant consumer segmentation

Question

Task: How can Don Osos Restaurant consumer segmentation effectively segment, target, and position itself in the competitive food market?

Answer

Part A: Description of Don Osos Restaurant consumer segmentation

Segment 1: Local Food Enthusiasts

The target market for local food enthusiasts is made up of predominantly 25–45 year olds that reside in Vancouver and Burnaby and have moderate to high income levels. They value engaging in the community, seek out diverse culinary adventures, and place a premium on authenticity when it comes to their dining experiences. These individuals dine out a lot and are constantly trying out new eateries to satisfy their appetites. They carefully choose places that have unique and real flavours because they want good quality more than they want things to happen quickly. This group of people really like real Mexican and Latin food at Don Osos Restaurant consumer segmentation. They are picky about their food and are willing to pay for a special meal (Rousta & Jamshidi, 2020 ).

Segment 2: Tourists and Travellers

These are people of all ages and from different places who are visiting Burnaby and Vancouver and they enjoy trying new food and learning about different ways of doing things. They want to be fully involved in different cultures. They want to have easy access to dining choices because they value convenience. People that like trying new food pick places to eat based on online reviews, and referrals making the Don Osos Restaurant consumer segmentation a perfect candidate for people searching for Mexican and Latin food. These customers also play an important role in future marketing making it important to satisfy their expectation when they visit as they in turn also share reviews and make referrals.

Segment 3: Online Food Enthusiasts

Our target customers are those who have a good online presence and influencers in and around the Burnaby and Vancouver area. The ideal age of customers would be between 18 and 35 years and these individuals are likely to be smart gadget users with large online presence. They enjoy trying new and exciting flavours which are affordable. Many use the internet to find new restaurants and places to eat and have many food enthusiasts and food influencers on social media looking for popular food trends online (Li et al., 2020). Many often order food online, use food delivery apps, and review new and exciting restaurants. Don Osos Restaurant consumer segmentation could target attracting and retain this target group by offering special foods catering to their individual tastes and preferences.

Part B: Justification for Target Segment

Don Osos Restaurant consumer segmentation has many good reasons to target people who enjoy local food. First and foremost, this consistent and profitable segment of the market is made up of people who have a strong taste for real cuisine and reside in Burnaby and Vancouver. These are the kind of people that deliberately seek out authentic flavours and cultural immersion in their dining experiences, thus they are quite open to Don Osos' traditional Mexican and Latin offerings (Nadanyiova & Das, 2020).

Furthermore, "Local Food Enthusiasts" are prepared to forgo convenience in favour of fine eating experiences. They are likely to return because they appreciate the genuineness and culinary know-how that Don Osos always provides. Don Osos can build strong customer loyalty and steady income streams by concentrating on this market, especially in off-peak times when local support is even more vital to the running of the firm.

In order to position Don Osos as a well-known dining place in the neighbourhood, it is also strategically advantageous to cater to locals. By continuously satisfying the discriminating palates of 'Local culinary Enthusiasts', the restaurant may further secure its place as the area's go-to spot for real Mexican and Latin culinary experiences by building its reputation and generating word-of-mouth recommendations.

Additionally, focusing on locals guarantees a consistent stream of foot traffic, offering a dependable revenue stream to offset seasonal variations in tourism activity. Long-term sustainability and expansion are facilitated by Don Osos's ability to deploy resources efficiently and maintain continuous business operations due to the consistency of his customer base (Naim, 2023).

All things considered, Don Osos' emphasis on catering to "Local Food Enthusiasts" is a natural fit with their mission to offer genuine culinary experiences. In addition to gaining a devoted clientele, the restaurant can become a mainstay of the neighbourhood dining scene by appealing to the tastes and values of this market, which will guarantee long-term success in the cutthroat restaurant business.

Part C: Positioning Statement

Don Osos Restaurant consumer segmentation prides itself on being Burnaby's and Vancouver's top spot for real Mexican and Latin food. Our restaurant takes great satisfaction in maintaining family recipes, making sure that every meal perfectly captures the rich culinary legacy of Latin America and Mexico (Ad?güzel, 2020). Our menu features a wide range of flavours that entice discriminating foodies, from classic tacos and tamales to flavourful mole sauces and cool fruit-infused waters.

The genuine difference at Don Osos is our steadfast commitment to culinary excellence. Our skilled chefs use only the freshest ingredients obtained from nearby vendors to painstakingly make each meal with the utmost care and attention to detail. As a result, guests are taken to the calm beaches of the Caribbean or the busy streets of Mexico City, where they are treated to a symphony of flavours and textures that capture the spirit of traditional Mexican and Latin cuisine.

In addition to our delicious food, Don Osos is well known for its friendly ambiance and dedication to community service. Our restaurant acts as a destination for families and friends to get together, enjoy delectable meals, and make treasured memories. We take pleasure in assisting neighbourhood projects and gatherings that add to the life and vibrancy of the communities we serve.

At Don Osos, we recognise that eating is about more than just filling up your stomach—it's about creating new memories. For this reason, we work hard to create a cosy atmosphere that captures the friendliness and warmth of Latin culture. No matter if you're visiting Don Osos for a special event or just in the mood for something familiar, our welcoming team is committed to making sure that your time here is unforgettable.

Essentially, Don Osos Restaurant consumer segmentation provides a comprehensive gastronomic experience that honours the diverse range of Mexican and Latin American cuisine, rather than only serving food. Our dedication to authenticity, community, and fine dining makes us the top choice for travellers looking for real cultural encounters and delectable culinary pleasures right in the middle of the city. Join us at Don Osos to experience the authentic flavours of Mexico and Latin America.

Bibliography

Ad?güzel, S., 2020. Market and brand positioning and sustainability strategies in international marketing. International Journal of Scientific Research and Management, 8(9), pp.9-24 retrieved from https://d1wqtxts1xzle7.cloudfront.net/77857329/2167-libre.pdf?1641073379=&response-content-disposition=inline%3B+filename%3DMarket_and_Brand_Positioning_and_Sustain.pdf&Expires=1708485079&Signature=Nh3RTKvmZNtYdBdpDPzL20dgLvXdgz9dKJrxW.

Li, C., Mirosa, M. & Bremer, P., 2020. Review of online food delivery platforms and their impacts on sustainability. MDPI Journals, 12(14), pp.5528 retrieved from https://www.mdpi.com/2071-1050/12/14/5528.

Nadanyiova, M. & Das, S., 2020. Millennials as a target segment of socially responsible communication within the business strategy. Littera Scripta, 13(1), pp.119-134 retrieved from https://www.researchgate.net/profile/Margareta-Nadanyiova/publication/342817149_Millennials_as_a_Target_Segment_of_Socially_Responsible_Communication _within_the_Business_Strategy/links/5f4f93d8a6fdcc9879c07745/Millennials-as-a-Targe.

Naim, A., 2023. Consumer Behavior in Marketing Patterns, Types, Segmentation. European Journal of Economics, Finance and Business Development, 1(1), pp.1-18 retrieved from https://europeanscience.org/index.php/2/article/view/3/2.

Rousta, A. & Jamshidi, D., 2020. Food tourism value: Investigating the factors that influence tourists to revisit. Journal of Vacation Marketing, 26(1), pp.73-95 retrieved from https://journals.sagepub.com/doi/full/10.1177/1356766719858649. Don Osos Restaurant consumer segmentation