Market research data - market trends As background to their planned expansion initiative, management has undertaken market research and found: There is a trend towards customers wanting 'healthy choices' on their menus There is a trend towards customers wanting a degustation menu as a 'quick snack' or 'fast service' option rather than as a 'meal' in its own right There is a trend of significant customers being diabetic There is a trend of significant customers suffering from celiac disease There is a trend of people becoming more susceptible to nut allergies There is a trend for customers to know where their food comes from and for it to be sourced locally where possible There is a trend towards customers becoming or considering becoming vegetarians and/or vegans Customers regarded the current la carte menu - seven different courses with between seven to eight choices per course - as being too extensive, making dish selection too difficult Customers saw the 'all you can eat' buffet as a family event and one where, while they want healthy options as well as traditional smorgasbord menu items, they see a buffet as an opportunity to forget their diet for one meal and indulge themselves Customers want a reasonable choice in each course of any table d'hte menu that is developed - and prefer a menu with more than entres, main courses and desserts. Market research data - customer profile information In addition, Management's market research provided the following customer profile information following interviews, surveys, questionnaires and feedback from 2,900 past, existing and possible future customers: 40% (1,160) of past, existing and possible future customers are male, 55% (1,595) of past, existing and possible future customers are female, and 5% (145) do not identify as either male or female By age groups past, existing and customers likely to dine at the hotel are classified by age and gender as follows: Male Female Not identifying as either <18 - 30 years 70% (812) <18 65% (1,035) 100% 31 50 20% (232) 25% (400) --- 51> 10% (116) 51> 10% (160) 51> --- The marital status of past, existing and possible future customers was found to be: Single Male <18 - 30 years 60% of respondents (488) 31 50 10% (23) 51> 10% of respondents (12) Female <18 - 30 years 65% of respondents (673) 31 50 70% (280) 51> 20% of respondents (32) Married or in a long-term relationship Male <18 - 30 years 40% of respondents (224) 31 50 (93) 51> 40% of respondents (49) Female <18 - 30 years 10% of respondents (362) 31 50 (40) 51> 40% of respondents (68) Divorced or separated Male <18 - 30 years 0% of respondents 31 50 40% (93) 51> 40% of respondents (50) Female <18 - 30 years 0% of respondents 31 50 10% (40) 51> 20% of respondents (32) Widowed Male <18 - 30 years 0% of respondents 31 50 10% (23) 51> 10% of respondents (12) Female <18 - 30 years 0% of respondents 31 50 10% (40) 51> 20% of respondents (32) The number of children that past, existing and possible future customers had was: With children living at home 1 - 2 Boys or 1 - 2 Girls Male <18 - 30 years 20% of respondents (112) 31 50 45% (105) 51> 0% of respondents Female <18 - 30 years 10% of respondents (103) 31 50 (40) 51> 0% of respondents 1 Boy and 1 Girl Male <18 - 30 years 10% of respondents (56) 31 50 20% (46) 51> 0% of respondents Female <18 - 30 years 5% of respondents (52) 31 50 (20) 51> 0% of respondents 3+ Boys or Girls Male <18 - 30 years 30% of respondents (168) 31 50 15% (35) 51> 5% of respondents (12) Female <18 - 30 years 5% of respondents (53) 31 50 20% (80) 51> 5% of resp