New Haven (Conn.); Restaurants; Business planning; Feasibility studies; Marketing research; Economic research


Dr. James W. Clark owned a successful restaurant operation in Wallingford, Connecticut. Because of its success, Dr. Clark was interested in building or acquiring a second, higher quality, restaurant in the greater New Haven area. Prior to final site selection and acquisition and the preparation of construction specifications for the facility Economics Research Associates (ERA) was hired to evaluate the overall project feasibility, recommend general areas of preferred location, and to provide planning recommendations relative to market orientation, project sizing, décor, format, and menu, and expected financial return to the operator. ERA performed the following tasks: 1) examination of various economic indicators, 2) survey of major competitive facilities as to design, format, décor, seating capacity, menu, and pricing, 3) examination of the region for areas of preferred locations taking into consideration centrality, accessibility, exposure, siting, proximity to shopping centers, and general suitability for the format recommended, 4) general study and evaluation of the market and its seasonality, 5) analysis of all available restaurant sales and expense data for the area, 6) interviews with restaurant management personnel to test critical assumptions regarding the market, operating ratios, and project cost and sizing parameters, 7) based on the preceding data, pro forma financial statements and consulting recommendations as to preferred areas of location, project sizing, and marketing orientation were prepared. The information collected were included in a report.


Price, Harrison A.; Osborn, Ned D.; Ketchum, William E.


Economics Research Associates


Clark, James W., Dr.

Date Original


Document Type



1015; DP0004154




Copyright: University of Central Florida Special Collections. Permission to publish must be obtained from Special Collections in writing. Contact (407) 823-2576 or online at

Number of Pages

27 pages


New Haven (Conn.); Restaurants; Business planning; Feasibility studies; Market research; Economic research


New Haven (Conn.)



Digital Reproduction Specialists

Electronically reproduced by the Digital Services unit of the University of Central Florida Libraries, Orlando, 2005.

Is Referenced By (University of Central Florida Special Collections Harrison "Buzz" Price Papers finding aid); (University of Central Florida Libraries Online Catalog)


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