3. Why do you think Protein Bar is developing an entirely new restaurant concept that will have a wider menu selection? At 22, entrepreneur Matt Matros decided to drastically change his life. He lost 50 pounds through a strong regimen of exercise and a high-protein diet. Afterward, he decided to start the Chicago-based restaurant Protein Bar.

To be successful, Matros had to select the right mix of product, distribution, promotion, and price. Matros conceived of a casual dining restaurant that would offer healthy food options high in protein. Product offerings include burritos, salads, breakfast items, raw juices, and side dishes. Matros chose prices for these products that would be reasonable for on-the-go consumers who did not want to spend time making their own protein shakes. In terms of promotion, Protein Bar has received coverage in newspapers such as the Washington Post and the Chicago Tribune. The company now has 18 locations in Chicago, Washington D.C., and Colorado.