Altus Strategy Group Inc.
Management Consulting ● Strategy ● Market Research

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Qualitative Market Research

Due to our confidentiality guarantee , we will not be able to disclose the names of our clients without their written consent.

The below case study illustrates our work:

Project Type

Qualitative Market Research Project


A chain of five Japanese restaurants located in York Region (suburb north of Toronto), would like to expand into the downtown Toronto area with a new cuisine concept. It would like to determine the most profitable location for its new restaurant. Existing restaurants:

  • • Target market: Immigrant families that reside in York Region with household income in the range of $80k - $120k
  • • Cuisine style: Traditional Japanese casual restaurant (including sushi, rice dishes, noodle dishes, Teriyaki dishes), a typical meal costs $15-25 per person
  • • Location: Small to medium-sized plaza with ample parking, and may or may not have an anchor store such as a supermarket to draw traffic


Through a series of interviews with the leadership team, we established that they are interested in exploring densely populated areas with high foot traffic as the location of this restaurant.

They would like to target a younger, professional demographic with high discretionary income. The restaurant will be trendier, with smaller tapas-sized plates and a higher percentage of revenue will come through alcohol sales. After these discussions, four areas in downtown Toronto were identified - Yorkville, Entertainment District, King West, Liberty Village.


We conducted secondary research to understand each of the neighbourhoods:

  • • Basic demographics info (population, income, age, education, etc.)
  • • Competing restaurants (number & types of restaurants, price ranges, menus, etc.)
  • • Accessibility & other attractions (transit, parks, malls, community centres)

We then conducted primary research to understand each area first-hand:

  • • Quantitative foot traffic study (weekday lunch and dinner, weekend lunch and dinner)
  • • Qualitative interviews with locals and restaurant staff


After conducting the above analysis, we’ve determined that the most viable restaurant location will be in Liberty Village, where there is high population growth in the target demographic and foot traffic, but few competing restaurants in the area.

If your organization is facing a similar issue, or you’d like to speak with one of our consultants , please contact us to set up a meeting. We’d be happy to discuss your company’s marketing and strategy challenges.

  • Marketing Strategy

    Altus Strategy Group Inc. helps clients identify the most profitable opportunities and develop strategies to yield the highest return.

  • Market Research

    Altus Strategy Group Inc. helps clients better understand the environment which they operate in.

  • Diversity

    Altus Strategy Group Inc. helps clients improve the information system to gain competitive advantages.

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