Hummus Bar Case Study Essay

1741 Words Mar 13th, 2014 7 Pages
Hummus Bar: Dipping into International Markets

Submitted By: Group #8
Hari Padmakumar
Jijo Francis
Navtej Singh Sran

INDEX:

I. Introduction…………………………………………………………...…. 2

II. Market Research……………………………………………………….. 3

III. Market Analysis……………………….………………………………… 6

IV. Marketing Plan………………………………………………………….. 10

V. Conclusion………………………………………………………………… 13

VI. Bibliography………………………………………………………………. 15

I. Introduction This case study is based on a successful Hummus bar located in Hungary, which is planning to enter the international market. The founder of the restaurant is thus seeking investors in order to lower the risks, select the right marketing strategies and to enhance the brand. The
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(hummusbar) II. Market Research
In order to find the people’s growing interest in hummus, we went to several restaurants and grocery stores (Ghazale Restaurant, Jerusalem Restaurant, Sababa, Fiesta farms, Rowe farms and Kalendar) in order to obtain the buying habits and other data’s of the customers. We had face-to-face interview with 50 customers, from which about 65% percent were females and the rest (35%) were male customers. Our participants were mostly people of age between 18 and 45. About 92 percent of the participants liked hummus and from which about 83% bought packed hummus and hummus related products. From our research we found out that there is a market for Hummus and hummus related dishes. Most of the customers like hummus because it’s tasty, healthy and available in different flavors.

III. Market Analysis
Hummus was an Arabian dish introduced among the Jewish people in the early 1950s. The major ingredients of hummus are chickpeas, sesame, lemon and garlic. Majority of the best hummus restaurants are owned by the Arabs. Even though the market for hummus and hummus related food items are in its beginning stage, it is growing rapidly by each day in North America and in many other countries. Nowadays there is a tremendous increase in the number of hummus dedicated restaurants and hummus products. The competition is getting bigger as more people have started using it. In America the hummus accounts for average weekly sales of $600 for each

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