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Demographic<br />
21-65 year olds<br />
• 21-45 year olds for bar nightlife.<br />
• Most Hennessy Tavern Inc. restaurants cater to every age.<br />
• Households whose heads are in their peak earning years (35-54) spend<br />
more in restaurants than younger and older adults. 5<br />
CAUCASIAN<br />
• As of 2013 73.5% of California’s population is White. In the smaller beach<br />
cities like Hermosa Beach the population of white people is 86.8%. 6<br />
• A majority of Hennessy’s Tavern Inc. customers are over the age if 21.<br />
• 95% of the time at least one person per household eats out at least once a<br />
month. 4<br />
•<br />
Psychographic<br />
MIDDLE/UPPERCLASS<br />
• The amount spent on food away from home in one week by the average<br />
household is $32. 4<br />
• All dishes at Hennessy’s restaurants range from $11-$30.<br />
• On average an American will eat out at least 25 times per year. 4<br />
• In 2015, California restaurants are expected to have $72.3 billion in sales. 5<br />
• The No. 1 driver of restaurant spending is a household with annual incomes<br />
of $70,000+. They account for 1/3 of all US households and ½ of total<br />
restaurant spending. 4<br />
• The Estimated household income in Los Angeles County is $48,466. The<br />
estimated household income in California is $60,190. 3<br />
5 "State Statistics." National Restaurant Association. N.p., n.d. Web. 10 Sept. 2015.<br />
.<br />
6 "United States Census Bureau." California QuickFacts from the US Census Bureau. N.p., n.d. Web. 10<br />
Sept. 2015. .<br />
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