London som marked for The Bagel Co.

Referring to our discussion about London as a potential market for The Bagel Co, I have, as agreed, written this short report.

The report is focusing on whether or not London would be a profitable market for us.

Since London is the first foreign market we would attack, I suggest that this report only takes focus on deciding if it is worth wile to work out a deeper report, which includes all export aspects, such as, currency, sales prices, culture etc.

I have chosen to concentrate on a few main subjects, which can form basis of a preliminary conclusion.

Consumers:

London is beginning to look more and more like USA. Just like here in Denmark, the tendency for eating fast-food is growing. There are two kinds of fast-food. There is the healthy fast-food, and there is the unhealthy fast-food. I refer to our previous investigation about consumer habits and I can confirm that this is comparable with the situation in London. Luckily for us, it is the healthy fast-food, that has a future. All over the world, people are thinking more and more about health. A lot of people buy McDonald’s because of the price. Especially people from the lower class, buys unhealthy fast-food. People from the lower class spend 25 percent of their income on fast-food, while people with a relative high income, only uses 6 percent. People that do not earn much money, uses their money on cheap fast-food.