Thesis

Primary Research
In order to better understand how the Hennessey’s Tavern locations operate, in-person
and online, two forms of primary research were conducted. This research included
observations taken at the Hermosa Beach and Redondo Beach locations, as well as
interviews with Hennessey’s Tavern CEO Paul Hennessey, Hennessey’s Tavern’s head of
marketing Sharon Rich and the General Manager of Hennessey’s Tavern Hermosa
Beach, Sean Carleton.
Location Visits and Observations:
Over four weeks in December to January 2016, the researcher visited the Redondo and
Hermosa Beach locations, observing and recording restaurant foot traffic and overall
environment in the restart during certain times of day. It should be noted that on the
busier nights, a rough estimate was made in the number of customers.
The Redondo Beach location has a capacity of 100, and the Hermosa Beach Location can
host 150 people indoors, about 30 people on its upstairs patio and 55 on its downstairs
outdoor patio.
Redondo Beach Location:
Visit 1: Wednesday, December 14, 2016 from 3:30 to 6:30 p.m.
Hour 1, 3:30 – 4:30 p.m.: 17 people
Hour 1 Comments: The researcher, 21, was the youngest
customer at the location. There were a few couples scattered
throughout the restaurant and seated at the bar. All other
customers were over the age of 45. Many of the people at the bar
appear to be regulars, based on their personal interaction with
staff and fellow customers.
Hour 2, 4:30 – 5:30 p.m.: 27 people
Hour 2 Comments: No significant change in demographics. A
couple in their 30s is now seated at the bar. More people have
shown up for happy hour.
Hour 3, 5:30 – 6:30 p.m.: 40 people
Hour 3 Comments: More people have come to eat dinner. There
are more customers age 25-35. There is also a family with 2 young
children.
Visit 2: Tuesday, December 27, 2016 from 2:00 p.m. to 4:00 p.m.
Hour 1, 2 – 3:00 p.m.: 12 people
Hour 1 Comments: There are 6 people sitting at the bar, most of
them locals and between the ages of 40-55. Some of these people
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