Dinner is Served

www.dinnerisserved.com

Lafayette, CA

Molly Jennings

15 October 2008

Marketing Research for

Home Delivery Ready Cooked Health Specialized Meals Business

Demographics in Lafayette, CA or Contra Costa County / Specifics / Mean
Income / Family / $120,364/yr
Per-capita / $54,319/yr
Age / Under 18 years / 0
18-45 years / 30%
Over 45 years / 45%, mean age is 42
Education Level / HS Diploma / 97%
Bachelor's Degree / 65.70%
Graduate Degree / 28.40%
Race / Caucasian / 86.80%
African American / 0.50%
Hispanic / 4%
Asian / 8.20%
Native American / 0.20%
Males / 48.80%
Females / 51.20%
Diabetes Prevalence in Contra Costa / According to the Diabetes Information Resource center (DIRC)
Men / 5.17% or 19,053 people
Women / 6.55% or 22, 278 people
Less than 5-a-day (Fruits and vegetables) / 47%
Overweight & Obese Prevalence (BMI>25) / For Contra Costa / 60.1% (9%>bay area)
Focus Group Demographics Needed
Families - Especially parents ages 40-50 (With kids in K-12)
Household income > $100,000 (Two working parents)
Overweight & Obese families
At risk for Diabetes
# / Focus Group Survey Questions
1 / Tell me about the family’s regular evening routine for dinner. For example: Does someone cook? How often do you go out or get take out?
2 / What are the typical meals each member of your family has in the afternoon during the weekdays? (Concerning, for example, packed lunches v cafeteria meals)
3 / Does your family have specific requirements for the type of meals needed and what are they? (Low sodium diets, vegetarian…etc)
4 / What is your motivation for using out services? Help managing time? Help with eating healthy? Combination?
5 / What do you expect to gain from this program? (Examples: Saved time, reduced risk of diabetes/heart disease..etc)
Local Competitors / Mean Fee
NutriSystem / $7-10/day depending on the plan
Jenny Craig / On average, $1 more a day than regular eating
Jessie Et Laurent / Minimum order of $80 (4 small entrees and 1 soup)
The Full Plate (In Walnut Creek, the next town over - most similar service) / 10-15 pre-assembled meals is $60 ($4 dollars a meal to be picked up from store)