Segmentation at Sticks Kebob Shop

10 Pages Posted: 30 May 2017 Last revised: 20 Oct 2018

See all articles by Rajkumar Venkatesan

Rajkumar Venkatesan

University of Virginia - Darden School of Business

Shea Gibbs

University of Virginia - Darden School of Business

Abstract

This case is used in the Marketing Analytics elective at Darden. A Sticks executive team is interested in opening a second quick-service restaurant in Richmond, Virginia. But before doing so, the team wanted to gain a better sense of who were Sticks' customers, which location would attract the best customers, and how to best connect with customers. An opportunity to gather survey data presented itself. Would the demographic and psychographic assumptions the team had gathered from talking to people in stores align with the survey answers? And what would the data suggest about where to locate new stores and about what marketing channels and messages to use to promote them?

Excerpt

UVA-M-0866

Rev. Mar. 10, 2015

Segmentation at Sticks Kebob Shop

Sticks Kebob Shop, headquartered in Charlottesville, Virginia, had a problem. But it was a good problem to have.

A restaurant chain in a fast-growing segment of the food-service industry, Sticks expected to add about one restaurant to its portfolio every year or two starting in 2014. A sticking point was picking the right markets to enter and then deciding on (and waiting for) the right location.

Second Sticks Location in Charlottesville

Figure 1. First Sticks location in Charlottesville.

Source: Company photographs.

. . .

Keywords: marketing analytics, restaurant, expansion, advertising and promotion, survey, expansion

Suggested Citation

Venkatesan, Rajkumar and Gibbs, Shea, Segmentation at Sticks Kebob Shop. Darden Case No. UVA-M-0866. Available at SSRN: https://ssrn.com/abstract=2974729

Rajkumar Venkatesan (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/html/direc_detail.aspx?styleid=2&id=5808

Shea Gibbs

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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