Analysis of Darien, CT as a Location for Frank's All-American Barbeque

This assignment analyzes the decision to locate Frank's All-American Barbeque in Darien, Connecticut. The student agrees with the decision, citing factors such as Darien's high-income population, which aligns with the restaurant's pricing strategy, and the favorable customer travel times. The analysis also considers the limited competition in the area and the visibility of the location. Additionally, the assignment acknowledges the importance of location costs, highlighting the reasonable three-year lease. The student concludes that the location is effective, particularly given the family-oriented demographics of Darien. The assignment references "Small business management in the 21st century" and a study on localization factors.

Small Business Management 1
Small Business Management
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Small Business Management 2
In my opinion, from the factors considered in evaluating alternative towns as a possible
location, Darien is a perfect location for the business. The location perfectly blends with the kind
of customers Frank’s All-American Barbeque expects. For instance, from the demographic data,
Darien has a high-income population meaning they are able to pay for meals prices slighter
higher than normal (Small business management, 2012). Besides, by evaluating the average time
travel for residents of Darien, the company is assured that the customers would likely love
ordering meals and picking them up. This is crucial since understanding customer buying
patterns can assist increase sales which translates to high revenue (Cifranič, M., 2016, pg. 78).
Competition is also another factor that may make a business location effective or
ineffective. Frank’s All-American Barbeque has only three potential competitors in Connecticut
who have smaller operations. In addition, these competitors do not have the reputation or history
that Frank’s All-American Barbeque has acquired over the years (Small business management,
2012). Therefore, this competitive advantage may work in the new location hence attracting
more customers. The locations visibility also gives the business an upper hand in terms of
attracting traffic. Since most residents have longer commuting times, this means they need
somewhere they can park as they pick their meals. The mall’s location seems perfect attract
traffic from both rail and car commuters.
Considering the size of the property and the location, the business is also considerate on
location costs since the costs may affect the profitability of the business. Frank’s All-American
Barbeque has taken up a three-year contract lease that is much reasonable considering the size of
the business in the new location (Small business management, 2012). Lastly, since Frank’s All-
American Barbeque is a family restaurant, the new location will be effective since most of the
inhabitants of Darien are members of family households.

Small Business Management 3
References
Cifranič, M., 2016. Localization factors in decision making of location of selected
enterprises. The agrifood value chain: challenges for natural resources management and
society. 1st ed. online (1108 s.), pp.978-980.
Small business management in the 21st century. (2012). Available at:
https://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=140.