Located on rural Highway 310, Allensburg is 30 miles south of the city of Kent and 34 miles north of the city of Willard. Highway 310 connects Kent and Willard that both have universities and a cumulative population of 200,000 residents. The highway is the main road through town and is used daily by thousands of commuters between the two cities. The closest gas station in either direction is over 20 miles away.
These commuters currently have no convenient shop in which to buy food to or from work once they are on Highway 310; more importantly, eighty percent of Highway 310 commuters fits the demographic profile of customers of upscale organic/natural food stores:
Age: 25 - 45 years of age;
Gender: 60% women;
Average income: £40,000+;
Education: college graduate;
Employment: professionals in business and education.
4.1 Market Segmentation
The target customers of Allensburg's Food and Gas are the commuters that use Highway 310.