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Target Market & Segmentation
- Primary: Middle-class families (monthly income 15,000–40,000 ETB).
- Secondary: Expatriates, tourists, corporate groups.
- Segmentation: Urban families, millennials, and Gen Z seeking experiential dining.
**Expanded Target Market & Segmentation: "Taste of Unity"**
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### **Primary Target Market: Middle-Class Families**
**Demographics**:
- **Income**: 15,000–40,000 ETB/month (~$270–$715 USD), split into:
- *Lower-Middle Class* (15,000–25,000 ETB): Prioritizes affordability, seeks value-for-money meals.
- *Upper-Middle Class* (25,000–40,000 ETB): Willing to pay a premium for quality, ambiance, and convenience.
- **Family Structure**: Nuclear families (2 parents + 2–3 children), often dual-income.
- **Location**: Urban hubs like Bole, CMC, and Saris, near schools, shopping centers, and offices.
**Psychographics**:
- **Values**: Quality time, cultural preservation, health-conscious choices.
- **Pain Points**: Limited mid-range dining options that cater to both adults and children.
- **Behavior**: Dine out 1–2 times/week, often on weekends; prefer venues with play areas and kid-friendly menus.
**Strategies to Engage**:
- **Family Bundles**: “Unity Feast” platters (4–6 servings) at 1,200 ETB ($21 USD), 25% cheaper than ordering individually.
- **Edutainment**: Kids’ placemats with Amharic proverbs and puzzles, plus monthly “Injera Art Workshops.”
- **Convenience**: Reserved parking, stroller-friendly layouts, and quick-service options for busy evenings.
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### **Secondary Target Markets**
#### **1. Expatriates**
**Demographics**:
- **Profile**: Diplomats, NGO workers, and corporate expats (avg. income $2,000–$5,000/month).
- **Location**: Concentrated in Bole (near embassies and the African Union headquarters).
**Needs**:
- Familiar global flavors with Ethiopian twists (e.g., “Spicy Awaze Burger”).
- Hygienic, English-language menus, and WiFi for remote work.
**Strategies**:
- **Exclusive Events**: “Global Bites Night” featuring fusion dishes (e.g., *kitfo* sliders).
- **Loyalty Perks**: Free coffee ceremonies for expat community group bookings.
#### **2. Tourists**
**Demographics**:
- **Profile**: 1.4M annual visitors (2023), primarily from Europe, the U.S., and Africa.
- **Behavior**: Seek authentic experiences but avoid street food due to safety concerns.
**Strategies**:
- **Cultural Packages**: “Taste of Ethiopia” bundle (meal + coffee ceremony + spice gift pack) for 1,000 ETB ($18 USD).
- **Partnerships**: Collaborate with tour operators (e.g., Ethiopian Holidays) for curated dining stops.
#### **3. Corporate Groups**
**Demographics**:
- **Profile**: SMEs, startups, and international firms (e.g., UN agencies) hosting team lunches or client meetings.
**Strategies**:
- **Catering Menus**: Customizable platters for 10+ people, delivered with branded *mesobs* (traditional baskets).
- **Private Dining**: Bookable *gojo* (hut-style) spaces for meetings with traditional coffee service.
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### **Segmentation by Lifestyle & Behavior**
#### **1. Urban Families**
- **Priorities**: Convenience, safety, and educational experiences for children.
- **Tactics**:
- **After-School Specials**: Discounted meals for families dining between 3–5 PM.
- **Parental Perks**: Free coffee refills during weekend brunch.
#### **2. Millennials & Gen Z (Ages 18–35)**
- **Psychographics**: Crave Instagrammable moments, sustainability, and cultural experimentation.
- **Tactics**:
- **Viral Dishes**: Colorful *teff* smoothie bowls and “Injera Tacos” for social sharing.
- **Digital Engagement**: TikTok challenges (e.g., #InjeraArt) with prizes for creative posts.
#### **3. Experiential Diners**
- **Profile**: Foodies, bloggers, and culture enthusiasts willing to spend 500+ ETB/meal.
- **Tactics**:
- **Chef’s Table**: Monthly 5-course tasting menus with storytelling by Ethiopian chefs.
- **Limited Editions**: Seasonal dishes tied to festivals (e.g., *Meskel* spice-infused desserts).
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### **Market Size & Potential**
- **Middle-Class Families**: ~300,000 households in Addis Ababa (CSA 2023).
- **Tourists**: 1.4M annual visitors, with 70% visiting Addis Ababa.
- **Expatriates**: ~50,000 expats in Addis, primarily in Bole and Kazanchis.
**Revenue Potential**:
- Capture 5% of middle-class families (15,000 households) dining twice/month → **360,000 visits/year**.
- At 250 ETB/visit → **90M ETB ($1.6M USD) annual revenue from core segment alone**.
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### **Alignment with Brand Strategy**
- **Mission**: Fostering family connections via kid-friendly menus and communal tables.
- **Vision**: Scaling to 10 locations by targeting suburbs like Ayat and Lebu, where middle-class growth is highest.
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### **Challenges & Solutions**
- **Competition**: Differentiate via cultural immersion (e.g., live *azmari* music) and hybrid menus.
- **Economic Sensitivity**: Offer “Budget Tuesdays” with 20% off classic Ethiopian dishes.
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**Final Takeaway**:
By tailoring experiences to the nuanced needs of each segment—*families, expats, tourists, and thrill-seeking foodies*—*Taste of Unity* will dominate Addis Ababa’s mid-range dining gap, turning first-time visitors into lifelong advocates.
*“Where Families Feast and Cultures Meet.”* 🌍🍴
