4. Segmentation at Sticks Kebob Shop

Introduction

Sticks Kebob Shop, headquartered in Charlottesville, Virginia, had a problem. But it was a good problem to have.

A restaurant chain in the fastest-growing segment of the food-service industry, Sticks expected to add about one restaurant every year or two to its portfolio starting in 2014. A sticking point was picking the right markets to enter and then deciding on (and waiting for) the right location in a market.

Since opening its first quick-service restaurant (QSR) in 2001 in Charlottesville, Sticks had added another store in town (Figure 4-1), as well as one each in Richmond and Williamsburg, Virginia. Because Richmond was a larger city, the Sticks executive team—Chris DuBois, Ty Austin, ...

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