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n San Diego, California at La Jolla.
Gender - the restaurant will target both sexes with a slight skew for females due to their heavy consumption of salads.
Income level - the products and services will mainly target the high side of low income earners and to all in the middle and upper income bracket.
Social class and occupation - The restaurant will target the white collar workers and young professionals with families.
Education - the restaurant will target both high school graduates and individuals with some college education.
By our definition, we will have very broad appeal for our concept. It is our goal to be the restaurant of choice for the largest community in San Diego.

Competition
In every business, there has to be some form of competition. The direct competitor to my family friendly restaurant would be Sammy's Woodfired Pizza, California Pizza Kitchen and Cheescake factory. The business is unlikely to encounter stiff competition from California Pizza Kitchen and Cheescake factory due to their portions and prices. The restaurant will more gourmet and will be able to compete favorably. Besides the competition from these already established restaurants, there are certain barriers which might affect the restaurant. For example, I still do not have adequate startup funds coupled with high production costs and high marketing costs. Acquiring new customers in San Diego has never been easy for a new business and this is because most customers like attending the restaurants they are conversant with. Most of the staff do not have enough experience in the restaurant business and will require training. The market niche is also over-served with the current restaurants in San Diego and this will make it difficult to acquire a large pool of customers.

There are other factors which might affect the business and these include change in technology, change in government regulations, change in the economy and change in the food industry.

Marketing Strategy
Dalicias intends to cater to the bulk of the San Diego customers. The restaurant will have an average capacity of 400 customers and it is the business' goal to fill all the seats and have everything for everyone every day on the menu. The customers in San Diego are on both fixed limited incomes and seek a value/price kind of service. It is therefore the restaurants objective to meet these needs and desires and this will assist in improving sales within the subsequent years. The restaurant will remain focused on the changing customer needs and change the menus accordingly.

The restaurant will establish two marketing strategies. The first strategy will aim at attracting more customers at lunch time while the second strategy will aim at providing competitive price advantage. Offering a wide mix of food at lunch time will ensure that customers don't miss what they want to eat at lunch time. We will offer quick and light meals at lunch time and avoid heavy meals. The visitors will also be offered French fries seasoned with special blend of spices and these will be displayed on the grill. The pricing strategy will be to keep the price point at lunch time as low as possible in order to keep the business in competition within the restaurant business in San Diego. A single price will be offered which enables the customers get the salads, dessert in addition to the drinks and fries. For example,