A Feasibility Study for a Quick-Service Restaurant

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

References: Andrews, L. (2003). Buying & selling a restaurant business:for maximum profit Ocala, F1: Atlantic Pub. Group Arduser, L.(2003). Restaurant site location: finding, negotiating & securing the best food service site for maximum profit Ocala, F1: Atlantic Pub Brown, D. (2003). The restaurant manager 's handbook: how to set up, operate, and manage afinancially successful food service operation Ocala, FL: Katsigris, C.(2006). Design and equipment for restaurants and foodservice: a management vie Melaniphy (1992). Restaurant &fastfood site selection Wiley & Sons, Inc. National Restaurant Association(l998). Conducting afeasibility study for a new New York, NY: John restaurant Washington DC: National Restaurant Association Restaurant Market Analysis (2003). Retrieved January 27th, 2006, from http://www.uwex.edu Salvaneschi, L " #& 5% fl$ "(2004) % % 8 ~ $ ~ ~ ~ @ $ (2004). Retrieved January 5, ~$1$k?.$% 2006, from http://www.028028.net/ %!%gig E%,%a!@tf 4f%.(2005). Retrieved on January 5th,2006, from Appendix 1: site selection criteria checklist