Description

Auntie Anne's has been selling hand-rolled pretzels since 1988. They are now located in over 1,500 locations in 48 states in the United States and in 35 countries.The franchises have typically been located in enclosed malls and have expanded to other high-foot-traffic areas such as airports and Walmart stores.Auntie Anne's is now looking to grow beyond their current locations by expanding their catering. Their catering customers tend to fall into two categories: social events and business events. Auntie Anne's wants to focus on business catering.

Target Market

Ideal business catering clients will

• Be located within 30 minutes of a store
• Want to purchase a minimum of $50 for catering
• Be able to consume Auntie Anne's product soon after it arrives

Web / Contact

• https://www.auntieannes.com
• instagram.com/auntieannespretzels/
• facebook.com/auntieannespretzels/

Case Notes

Auntie Anne's catering can be served as a snack or as a meal. Catering can be picked up or delivered, and orders can be placed by a variety of methods. Catering for events is available 24/7.

NOTE: A catering client is someone purchasing a large quantity of food for several (or many) people, often in a professional capacity. An office manager purchasing catering for a company-wide meeting is an example of a catering client. Ideas for selling pretzels to one individual at a time is not an example of catering.

Case Problem 1: Choose a target market segment that you think would be most interested in catering. The segment should be meaningful, relatively similar, and identifiable.

Segmenting the Market

What specific segment would you choose to target and why? Give a brief overview and reasoning (describe your target audience).

List all relevant details about the segment you have decided to target.

	Segment Description	Reasoning / Why?
Demographics (What are the relevant demographics of your segment?)
Usage (What particular usage traits do you see in the segment you're targeting?)
Geographic location
Psychographic