Derek dreamed about opening his own restaurant but he had no idea about how to run one let alone where to begin. When he won the lottery he decided that this was the time to start his little dream and he decided to go back to the village where his parents lived. The village has about 5,000 inhabitants and is only 20 minutes by car from a large city. It already has two take out restaurants and three small restaurants that are doing ok. All three restaurants are mid-ranged. A fine dining restaurant opened 3 years ago but it closed after 1 year. There is also a pub in the village that offers a limited menu at lunchtime. Derek is unsure as to what type of restaurant he should open. Money is no object to him now that he has won the lottery but he also does not want to invest in an enterprise that is going to lose money for certain.

1. What would you advise Derek to do next to decide what the best type of restaurant would be to open? 6 Marks
2. If you were Derek, what type of establishment would you most likely attempt to open? Why? 8 Marks
3. How would you recruit people to apply to work at your establishment? 6 Marks
4. What is the demographic you are trying to appeal to with your establishment? Why?