California State University, Fullerton

Fullerton,

Retail And Foodservice Feasibility Study

In 2008 California State University, Fullerton wanted to understand the potential success or failure of adding a freestanding food and retail operation on the southwest quadrant of its campus. B&D was asked to help with this project and we worked with both primary and secondary data sources from the campus and the immediate area to determine its feasibility. We began with a strategic visioning session, and then through a market analysis and surveys we evaluated the demand, preferences, and trends from users. A financial pro forma was developed for the potential operations, including ROI. We successfully identified products and services to be offered, assessed square footage requirements, and recommended ideal site characteristics. In the end, we recommended the university refrain from investing in a freestanding food and retail operation, due to the campus population’s spending characteristics and the proposed site’s ability to ensure sufficient ROI.