Professional Memo Template

Carlos Salazar and Hiromitsu Kobayashi

Recommendation Report

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Carlos@sas.upenn.edu, Hiromitsu@sas.upenn.edu
SamZell@sas.unpenn.edu
August 2, 2014
Recommendation Report for the International Food Court in the
New Penn Mall

Introduction

With reference to the email on July 28, please find our Recommendation Report below. The
purpose of the report is to suggest an international food court for the Penn Mall. The report is
based on the survey which we made two weeks ago. We have divided the report into three
sections: Background, Findings and Recommendations.

Background

In order to identify the potential viability of an international food court for the Penn Mall, we
surveyed 14 people; however, two of them were not taken into account for our study because
we realized they were not in the potential target market as they were just tourists. The
remaining samples were 11 males and 1 female. There were 9 students, 1 faculty person and 1
business person. Most of them were aged between 21 and 35 years old and live in University
City and Center City. We realized that most of them go out to have lunch during the week;
likewise, as can be seen in Chart 1, all of them like to try many kinds of foods from different
countries. These means that an International food court would be attractive to the target
market.



Findings

There are four main findings that support our proposal to have an international food court in
the Penn Mall. We have included charts and graphs as illustration as well

Chart 2 in the report shows us that most of the people prefer prices between $7 and $9.
Nevertheless, we realized that people are willing to pay higher price, because there were
four people who answered they could pay more than $9 while there were only two people
who answered they could pay less than $7.
As you can see in Chart 3, it is clear that people prefer self-service or quick-service to the
service of a standard restaurant. In addition, the number of people who prefer self-service
is slightly larger than that of the people who prefer quick-service.



As mentioned above, all people are interested in many kinds of foods. Especially, in Chart 4,
we can see that most people expect Chinese and Korean foods in an international food
court and Middle-Eastern and Italian foods would also be attractive for many people.
Chart 5 indicates that most people want a well-furnished space during lunch time although
they prefer self- or quick-service. Therefore, if we offer a comfortable space to have lunch
in the Penn Mall, it would be highly competitive in the target area.



Recommendations

Briefly, we would like to suggest that you take into consideration an international food court for
the Penn Mall. Our recommendations are as follows:
Prices are would be set around of US$9.
Most people didnt prefer a standard restaurant; therefore, the style of service should
focus on self-service.
The international food court should include food of different countries. Moreover, Chinese,
Korean, Middle-Eastern and Italian foods are highly recommended.
A comfortable space is recommended to attract customers.

We are looking forward to receiving your comments regarding our report.