Artapas.fr, The masterpiece of the spanish gastronomy













MARKETING | ADEQUATION
ADEQUACY OF THE CONCEPT/DEMAND
Adéquation entre concept et demande Development

Artapas successfully meets the needs of customers with a selection of more than 50 tapas, which are competitively priced and which can be consumed quickly. Artapas' willingness to create a franchise is in line with the steady increase of themed restaurant chains for the past five years, a trend which is set to continue at a rate of about 10% a year. Qualitative data has in fact confirmed the continuous development of the out-of-home dining, something which is thought will survive despite the evolution of lifestyles (leisure activity companies, urbanization of the population) and of work (working further away from home, more and more women working outside the home). Qualitative data has also confirmed the need to reassure the consumer, something which is even more important in times of crisis. The consumer needs to be reassured of the quality of products (s/he needs to know in advance what he/she will eat and at what price). They need to be reassured by their surroundings, elaborated marketing tools (an attractive menu, gift items, etc.) and finally, by the use of advertising and large-scale communication, something which is going to play an even greater role on account of access to larger groups, all of which will promote a greater impact on the consumer.

Segmentation
The needs of customers are in line with the restaurants that they frequent.
Customers who frequent a restaurant in the afternoon do so simply to have lunch, whilst those that return in the evening do so for pleasure purposes. It is for this reason that two segmentations are necessary - one for those customers who frequent themed restaurants in the afternoon and one for those customers who frequent themed restaurants in the evening.

Segmentation of customers who frequent themed restaurants during the afternoon
Executives, Business Leaders
CHARACTERISTICS: Men and women working near to the restaurant, socio-professional groups with high income.
MOTIVE : Business lunch
EXPECTATIONS : Attentive service; comfort; ambiance/atmosphere; quality dishes.
BEHAVIOR : Advance reservation; choice of tables.

Office Workers
MOTIVE : The theme
EXPECTATIONS : Speed of service, a well-balanced meal, a pleasant convivial place
BEHAVIOR :No reservation.

Segmentation of customers who frequent themed restaurants in the evening.
Couples
CHARACTERISTICS: Couples living in the city where the restaurant is located or near to it.
MOTIVE : The theme
EXPECTATIONS : A pleasant place, an attractive setting/attractive surroundings
BEHAVIOR : Advance reservation.

Families
CHARACTERISTICS: Families living in the city where the restaurant is located or near to it.
MOTIVE : The theme
BEHAVIOR :Advance reservation.

Students
CHARACTERISTICS: Young people living in the city where the restaurant is located or near to it
MOTIVE : Eating for pleasure purposes
EXPECTATIONS : "Festive" atmosphere, music, themed evenings
BEHAVIOR : No reservation or advance reservation.

Psycho-Graphic Segmentation
A "trendy" modern person who is young at heart and open-minded.

Geographical Segmentation City centers, business districts, shopping malls, airports, stations, motorway networks. Customer catchment areas with at minimum 80.000 inhabitants.

Profile of the Consumer
Artapas' main target groups are the high and average socio-professional groups and couples. These customers have disposable income and are avid followers of certain values, particular motivations and inbred habits. Artapas targets a clientele between the ages of 35 and 45. However, it is noteworthy that themed evenings attract other segments such as customers between the ages of 20 and 25.