Thesis

The Taverns:
The Hennessey’s Taverns are located in Carlsbad, Dana Point, Hermosa Beach, Laguna
Beach, La Jolla, Las Vegas, Manhattan Beach, Redondo Beach, San Juan Capistrano and
Seal Beach.
Each of the Hennessey’s Tavern locations are managed by different individuals, and
although they all have the same brand, they operate as separate entities. The managers
are currently in charge of running the restaurants as well as each location’s social media,
which includes Facebook, Twitter and in some cases Instagram accounts.
Paul Hennessey is the sole investor in the company, and with the help of his executive
team, the restaurants run smoothly. Most decisions regarding day-to-day operations are
handled by the location managers.
Customer Demographics:
21-65 year olds.
• 21-45 year olds for bar nightlife.
• Most Hennessey’s Tavern restaurants cater to every age.
• Households whose heads are in their peak earning years (35-54) spend more in
restaurants than younger and older adults. (National Restaurant Association,
2015).
• 60 percent of customers are locals, according to Paul Hennessey.
CAUCASIAN
• As of 2013, 73.5 percent of California’s population is white/Caucasian. In the
smaller beach cities like Hermosa Beach, the population is 86.8 percent white.
(United States Census Bureau, 2015).
• A majority of Hennessey’s Tavern Inc. customers are over the age if 21.
• 95 percent of the time at least one person per household eats out at least once a
month (National Restaurant Association, 2015).
Customer Psychographics:
MIDDLE/UPPERCLASS
• The amount spent on food away from home in one week by the average
household is $32 (National Restaurant Association, 2015).
• All entrees at Hennessey’s restaurants range from $11-$30.
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