Pizza Restaurant Market Strategy Analysis

Investigating the Marketing Strategy for a Pizza Restaurant in Hong Kong

This project aims to uncover the key factors for a successful pizza restaurant, including strategies for location selection, pricing, and customer retention. The analysis focuses on three critical areas essential for establishing and growing a pizza restaurant in Hong Kong:

A. Optimal Location Selection

Identifying the best possible location through analysis of:

• Foot traffic
• Demographic compatibility
• Competition density
• Proximity to complementary businesses and attractions

Data Sources:

1. HK Census Data
2. HK Restaurant Licenses
3. HK Spatial Data

Techniques Used:

• ANN model for predicting success probability
• SHAP for model interpretation

B. Pricing Strategy

Developing a pricing strategy considering:

• Local market conditions
• Ingredient costs
• Import duties
• Operational costs
• Consumer purchasing power

Data Source:

1. Pizza Sales Data (New Jersey, USA)

Techniques Used:

• RidgeRegression
• GradientBoostingRegressor
• RandomForestRegressor
• XGBRegressor
• GridSearchCV
• Feature importance analysis

C. Customer Concerns and Preferences

Researching:

• Top 20 words which having the highest influence on positive and negative reviews of a restaurant

Data Source:

1. Restaurant Reviews (US)

Techniques Used:

• Word Count-based Approach
• GloVe-based Approach
• Naive Bayes DTM
• Naive Bayes
• XGBoost
• LSTM

Detailed Reports

• Full Group Report
• Appendix