A Feasibility Study for a Quick-Service Restaurant

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A Feasibility Study for a Quick-Service Restaurant

in Chengdu, China

by Hui Guo A Research Paper Submitted in Partial Fulfillment of the Requirements for the Master of Science Degree in Hospitality and Tourism

Brian Bergquist , Ph.D.

The Graduate School University of Wisconsin-Stout June, 2006

The Graduate School University of Wisconsin-Stout Menomonie,WI Author: Guo, Hui Title: A Feasibility Study for a Quick-Service Restaurant in Chengdu, China Graduate Degree/ Major: MS Hospitality and Tourism Research Adviser: MonthNear: Number of Pages: Brian Bergquist, Ph.D. June, 2006

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Style Manual Used: American Psychological Association, 5thedition ABSTRACT The purpose of the study is to determine the feasibility of opening a fastfood restaurant selling toufunao in Jingyang living area, Wuhou District in the city of Chengdu. Toufunao is a local food extremely popular in the city of Leshan in Sichuan Province of China, but toufunao hasn't enjoyed the same popularity as other types of Leshan food have in Chengdu. The study will first look at the literature with regard to restaurant feasibility study, and then follow the four steps proposed by the literature to conduct the feasibility study of the proposed restaurant. Market area, site selection, competition and financial analysis are made through observational research, surveys and literature review, and results of the analysis are concluded.

The Graduate School University of Wisconsin-Stout Menomonie, WI Acknowledgments I want to extend my sincere thanks to Dr. Brian Bergquist for his consent

to be my thesis advisor, his time and hard work advising on my thesis progress and his valuable suggestions without which I could never complete my thesis. I also want to extend my thanks to my husand for his help with conducting surveys and formatting my thesis, and his encouragement when I was not making progress with my research. Thank my parents for their support for quitting my job in China and furthering education in US.

TABLE OF CONTENTS .. ABSTRACT ........................................................................................................................ 11 List of Tables ..................................................................................................................... vi Chapter 1 Introduction ........................................................................................................ 1

Statement of Problem:...................................................................................................... 3 3 Research Objectives: ....................................................................................................... Assumptions of the study:................................................................................................. 3 Definition ofterms: .......................................................................................................... 4 Chapter I1 Literature Review .............................................................................................. 6

Market area ...................................................................................................................... 7 A . Market area identification........................................................................................ 8

B. Population profile, and consumer spending pattern of the market area................ 10 11 C. Future development of market area ....................................................................... Site selection analysis .................................................................................................... 13 Competition analysis...................................................................................................... 14 16 Pro Forma Financial Statement .................................................................................... Chapter I11 Methodology...
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