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Understanding “who” your customers are and “where” they will be coming from is one of the challenges facing a new operation. If you are a neighborhood establishment drawing on the local community, this challenge is the starting point for developing a profile of your customers.

One place to begin your research is with census data for your target area. The US Census Bureau (a division of the United States Department of Commerce; phone 301-763-4636, or go to www.census.gov) is the primary source of population and demographic information in the United States. The US Census of Population and Housing is conducted every ten years. To obtain more current information, you can contact a demographic-research firm for estimates based on computer-generated projections. Local sources, including municipal planning departments, zoning departments, and building inspectors, are also excellent sources for information on your target area. The World Wide Web is another place to begin your search for information. Many communities have their economic development offices linked to their city’s website, so you can start your information gathering from your office or home before heading out to do the field work.

In Canada, census information is taken every five years; this information is available from Statistics Canada (Statscan). You can phone them at 1-800-263-1136, or visit them on the web at www.statcan.ca. The Financial Post Data Group (phone 1-800-661-7678, or on the web at www.financialpost.com) is another source of detailed demographic information for the Canadian marketplace. They annually publish — and sell in print and on CD-ROM — Financial Post Markets: Canadian Demographics, which contains demographic information on 700 Canadian markets, broken down by province, city, town, and census division, including data on education levels, labor force, consumer groups, income levels, population projections to 2002 and 2005, and a complete list of industrial development contacts. Copies are also available on loan from the Canadian Restaurant and Foodservices Association library in Toronto (phone 416-923-8416, toll free at 1-800-387-5649, or on the web at www.crfa.ca).

The population of your target area should be reviewed in terms of its historical growth as well as its projected growth through the next ten-year period. The population by age group should be evaluated with respect to the community’s ability to retain its younger segment to further the economic growth and development of the area. This information will also provide you with a sense of where your marketplace is headed and will help you determine whether your restaurant concept fits with the target area’s population base.

Some other information that can be derived from the census data that will be valuable in establishing a community profile includes:

• Number of dwelling units by structure type

• Number of people that own versus rent their dwellings

• Average level of education of people in your target area, as well as their employment classifications

• Marital status/families by type

• Average household income

• Ethnic origin and percentage of population by languages spoken

• Percentage of population by age group

This information can assist you in putting together an accurate profile of your target customer and can be used to determine the fit or level of acceptance with which your concept will be met. Information on the languages spoken will also be valuable in determining the ethnic mix and diversity in your area. You can supplement the raw data gathered from census information and from city or town planning departments by “people watching” at establishments in your target area. Visiting the competition is a very good way of getting a firsthand look at your prospective clientele!

Information gathered from bartenders, wait staff, and restaurant managers can be invaluable and well worth the effort.