CHAPTER 3

MARKET ANALYSIS

Target Market

Gadzent’s Cluck N’ Roast in Yati, Liloan, Cebu, strategically targets a diverse range of
market segments to establish itself as a popular dining destination. Firstly, the local
residents of Yati, including families, young adults, and seniors, form a significant part of
the target market. With a focus on convenient and flavorful dining options, the
restaurant tailors its menu to cater to the diverse preferences and dietary requirements
of the community, offering a personalized dining experience that resonates with the
locals.

Secondly, students from nearby schools and educational institutions, primarily in the
age range of 15-24, are a key demographic for Gadzent’s Cluck N’ Roast. Situated close
to educational facilities, the restaurant appeals to students seeking affordable and
delicious meals. By featuring student-friendly meal deals, quick-service options, and a
vibrant ambiance, Gadzent’s creates a welcoming environment for young customers,
ensuring a memorable dining experience.

Additionally, working professionals aged 25-54 in the area are another important
segment of the target market. Located in a bustling community, the restaurant caters to
professionals looking for quick and satisfying dining choices during their lunch breaks or
after work. Gadzent’s offers lunch specials, grab-and-go options, and efficient service to
meet the demands of busy professionals, enhancing their dining convenience and
experience.

Lastly, tourists and visitors exploring the region are also targeted by Gadzent’s Cluck N’
Roast. With a focus on providing authentic local cuisine experiences, the restaurant
attracts visitors of all ages looking to sample regional specialties. Positioned in a tourist
destination, Gadzent’s creates a welcoming atmosphere to immerse tourists in the
culinary delights of Cebu, enhancing their overall experience in the area. By effectively
targeting these diverse market segments, Gadzent’s Cluck N’ Roast aims to build a loyal
customer base and drive business growth in the local market.

Competitors

In Yati, Liloan, Cebu, Gadzent’s Cluck N’ Roast faces competition from several local
restaurants and fast-food establishments. The major competitors in the area include:

Noli and Khit’s BBQ

- A local eatery renowned for its grilled dishes and laid-back dining ambiance. Noli
and Khit’s BBQ likely attract customers seeking a relaxed dining experience with
a focus on flavorful grilled meals.

Sindos Lechon Manok and Fried Chicken

- A nearby restaurant specializing in a range of chicken dishes, including fried and

grilled options. Sindos Lechon Manok and Fried Chicken cater to customers
looking for diverse chicken preparations, offering a variety of choices to satisfy
different preferences.

RNR Crispy Chicken

- A fast-food chain that emphasizes crispy fried chicken and other Filipino
favorites. RNR Crispy Chicken targets customers seeking quick-service dining
options with a focus on crispy and flavorful chicken dishes, providing a
convenient choice for those looking for a fast and satisfying meal experience.
SWOT Analysis:

SWOT Gadzent’s Noli and Sindos RNR Crispy

ANALYSIS Cluck N’ Khit’s BBQ Lechon Chicken
Roast Manok and
Fried
Chicken
Unique menu Established Specialization Fast-food
offerings reputation for in chicken model
STRENGTHS tailored to grilled dishes. dishes offering appealing to
diverse variety. customers
Casual dining
preferences. seeking quick
atmosphere
Established service.
Personalized appealing to
presence in
dining local residents.
the local Focus on
experience for
dining scene. crispy fried
Strong local
customers.
chicken, a
customer base.
Focus on popular choice
Convenient
regional among diners.
location in Yati,
flavors and
Liloan, Cebu.
Established
traditional
presence as a
recipes.
fast-food chain
in the area.

Limited brand Limited menu Relatively Perception of

awareness variety beyond narrow focus lower quality
WEAKNESSES compared to grilled dishes. on chicken compared to
competitors. dishes. dine-in
Potential need restaurants.
Potential
for Limited menu
 diversification diversity
challenges in
to attract a compared to Potential
standing out in
broader competitors. limitations in
a competitive
audience. menu
market. Potential
offerings
challenges in
Reliance on compared to
Need to
attracting
traditional full-service
enhance
customers
dining restaurants.
marketing
seeking
experience
strategies to
broader Need to
may limit
reach a
cuisine innovate to
appeal to
broader
options. keep up with
younger
audience.
changing
demographics.
customer
preferences.

Growing Introducing Expanding Introducing

market for new menu menu to healthier
OPPORTUNITIE convenient and items to cater include more menu options
S flavorful dining to diverse diverse to cater to
options. tastes. offerings. evolving
consumer
Potential to Expanding Leveraging tastes.
expand menu marketing regional
offerings and efforts to reach specialties to Expanding
introduce new a wider attract tourists delivery or
specials. customer base. and visitors. take-out
Collaborative services for
Collaborating Enhancing
opportunities added
with local customer
with local convenience.
events or experience
 events or
organizations through Collaborating
businesses for
for increased promotions with local
increased
exposure. and loyalty businesses for
visibility.
programs. joint
promotions or
events.

Intense Increasing Rising Intense

competition competition competition in competition in
THREATS from local from new and the local the fast-food
restaurants established dining market. sector.
and fast-food restaurants.
establishments. Shifting Changing
Changing
consumer consumer
Risk of losing consumer
preferences preferences
customers to preferences
towards towards
established towards
healthier or healthier or
brands. healthier or
international more diverse
alternative
cuisines. meal options.
External
dining options.
factors like
External External
economic External
factors like factors like
fluctuations factors
supply chain economic
impacting impacting
disruptions downturns
dining habits. dining industry
impacting impacting
such as
ingredient dining out
economic
availability. habits.
challenges.

Competitive Edge
 Technology Integration – Gadzent’s Cluck N’Roast will leverage technology to
enhance its operations by implementing an online website for easy accessibility,
incorporating catering services, and facilitating food deliveries. By embracing
technology, the restaurant will streamline its services, improve efficiency, and cater to
the growing demand for online ordering and delivery options, providing customers with
convenience and accessibility.

Innovative Menu Offerings – Gadzent’s Cluck N’Roast will revolutionize the fried
chicken experience by introducing a groundbreaking concept that combines crispy fried
chicken with a fusion of unexpected and delightful flavor pairings. Drawing inspiration
from innovative culinary techniques, the restaurant will elevate traditional fried chicken
by offering unique combinations such as the zesty Lemon Herb, the bold and tangy
Buffalo Blue Cheese, the exotic Curry Coconut, and the sweet and spicy Honey Sriracha.
By infusing these creative and diverse flavor profiles into its fried chicken dishes,
Gadzent’s will set a new standard in the culinary landscape, captivating customers with
a symphony of tastes that surprise, delight, and leave a lasting impression.

Exceptional Customer Service – Gadzent’s Cluck N’Roast will prioritize customer

satisfaction by delivering an exceptional dining experience. With a focus on professional
and well-equipped staff, an inviting and calming ambiance, and a commitment to
exceeding customer expectations, the restaurant will ensure that every guest enjoys a
memorable and delightful dining experience, fostering loyalty and positive word-of-
mouth recommendations.

Reputation for Excellence – Gadzent’s Cluck N’Roast will uphold a strong

reputation for excellence by making customer satisfaction a top priority. By consistently
delivering on promises, maintaining high-quality service and food standards, and
ensuring a memorable dining experience for every customer, the restaurant will build a
solid reputation for reliability and quality, establishing itself as a trusted and preferred
dining destination in the local community.
 Geographic Advantage and Business Opportunities – Situated in a location
where businesses are on the rise, Gadzent’s Cluck N’Roast will capitalize on the
emerging business opportunities in the area. By leveraging its geographic location and
actively engaging with the local business community, the restaurant can harness the
advantages of a growing market, foster collaborations, and position itself as a key
player in the evolving business landscape, giving it a competitive edge over other
restaurants in the region.