Soul food has been gaining in popularity in recent years as people have started to appreciate this rich, delicious and satisfying cuisine.
From southern fried chicken to shrimp and grits, there are a variety of soul food dishes that can be enjoyed by all.
Even though soul food finds its origins in African-American communities of the South, today, people of all cultures and backgrounds enjoy this type of cuisine and it is considered a part of mainstream American food culture.
In this article, we will study the target market for soul food restaurants and understand what they look for in one.
If you’re considering starting a soul food restaurant, then this article is for you!
Who Is the Target Market for Soul Food Restaurants?
To best understand the target market for soul food restaurants, you need to understand the reasons why someone decides to walk into a soul food restaurant as opposed to a restaurant with another type of cuisine.
By understanding people’s motivations to eat soul food (and that too in a restaurant), you can better appreciate this market and design your menu and marketing strategies to attract and satisfy your customers.
We can divide the target market for soul food restaurants into the following customer segments:
- People who love soul food
- People who love Southern food and culture
- People looking for a hearty, filling meal
- People looking for a casual and fun place to eat
- People looking for a place to meet friends and socialize
- Families looking to eat out with their kids
- People looking for a place to celebrate special occasions
Now let’s take a look at each of these target markets in a little more detail.
1. People Who Love Soul Food
These are your most loyal customers and they are the ones who will keep coming back to your restaurant time and again. They love soul food because it is delicious, comforting and satisfying.
To appeal to these customers, make sure that your menu features all the classic soul food dishes that they love. In addition, your restaurant should have a warm and inviting atmosphere where people can relax and enjoy their meal.
2. People Who Love Southern Food and Culture
These customers may not be as familiar with soul food as the first group but they are interested in trying it out because they love southern food and culture.
These people, when they want to eat Southern food, will seek out a barbeque restaurant but instead you could market your soul food restaurant to them.
To attract these customers, you need to give them a taste of what soul food is all about. Start by featuring some of the more popular and well-known soul food dishes on your menu.
In addition, make sure that your restaurant has a distinctly southern feel to it so that people can get a taste of the culture as well.
3. People Looking for a Hearty, Filling Meal
For many people, soul food is the perfect choice when they are looking for a hearty and filling meal. This is because soul food dishes are often packed with flavor and calories.
To make these customers walk into your restaurant, make sure that your menu features items that are both filling and satisfying.
In addition, your restaurant should be able to accommodate large groups so that people can come and enjoy a meal with their friends or family.
4. People Looking for a Casual and Fun Place to Eat
Sometimes people are just looking for a casual and fun place to eat without having to spend a lot of money. Soul food restaurants can be a perfect choice for these customers because they offer affordable and delicious food in a convivial environment.
People in this segment of the market look for restaurants with a relaxed and comfortable atmosphere where they can enjoy their meal without feeling rushed.
5. People Looking for a Place to Meet Friends and Socialize
For many people, going out to eat is not just about the food but also about socializing with friends or family. Soul food restaurants can be an ideal location for just that.
Consider having a large dining area so that people can come and relax with their friends. Maybe you could offer groups of people quiet corners or nooks where they can sit without disturbing others or being disturbed themselves.
Perhaps you could even have a bar area where people can order drinks and catch up with each other.
6. Families Looking to Eat Out With Their Kids
Families can be a great target market for soul food restaurants.
This is because families often look for restaurants that are kid-friendly so that they can enjoy a meal out without having to worry about their children.
Soul food restaurants can be a great option for such families as they often offer a casual and relaxed atmosphere where kids can feel comfortable.
In addition, many soul food dishes are kid-friendly and can be easily tailored to meet the needs of picky eaters.
To attract families with children to your restaurant, you could create a space for kids to play and have fun while their parents wait for their food. This is always appreciated by parents.
7. People looking for a place to celebrate special occasions
The final segment of the target market for soul food restaurants includes people who are looking for a place to celebrate special occasions.
This could be anything from a birthday to an anniversary or even just a night out with friends.
For these customers, the restaurant must have a festive and celebratory atmosphere. In addition, the menu should offer dishes that are fit for special occasions.
Conclusion
The most important segment of the target market for soul food restaurants includes people who love soul food.
When we expand this segment we get those who love Southern cuisine and culture in general.
This market also includes anyone looking for a hearty, filling and satisfying meal as well as a fun casual place to eat, socialize and meet up with friends.
Families can be a fantastic market for soul food restaurants because such restaurants are often kid-friendly and most children love soul food and eat it without complaining.
Finally, a soul food restaurant can be a great place for a celebration like a birthday or an anniversary.
