Target Market

The target market is a crucial factor when choosing a location for a restaurant in Luton. Understanding your target market helps you identify the specific group of customers you want to attract to your restaurant. By knowing their preferences, dining habits, and spending power, you can tailor your restaurant concept, menu, ambiance, and pricing to cater to their needs effectively.

The target market directly influences the demand for your restaurant's offerings. Analyzing the size of your target market and its dining habits will help you determine if there is enough demand to support your business in a particular location. Additionally, assessing the competition targeting the same market will help you gauge the saturation level and the potential for success in that area.

Local Competition

Evaluating the existing competition in Luton helps you understand the local dining landscape. Identify the types of cuisine, dining concepts, and price ranges offered by nearby restaurants. This analysis will help you identify gaps in the market and potential niches that you can fill with your restaurant concept.

Analyzing the strengths and weaknesses of your competitors can help you develop a competitive advantage. Identify what sets your restaurant apart and how you can offer a unique value proposition to attract customers. Consider factors such as menu variety, quality of ingredients, ambiance, service, pricing, and any unique features that differentiate your restaurant from the competition.

Understanding the locations of existing competitors can help you make informed decisions about your own location. If there are clusters of successful restaurants in a particular area, it may indicate a higher demand and foot traffic. On the other hand, you may want to avoid areas that are already oversaturated with similar restaurants, as it could make it harder to attract customers and stand out from the competition.

The Olive Garden Restaurant in Luton

Foot Traffic

Foot traffic is an important factor to consider when choosing a location for a restaurant in Luton. Footfall heatmaps can help you to understand how many people walk through your potential place or neighborhood. High foot traffic areas provide greater visibility and exposure for your restaurant. When people frequently pass by your restaurant, it increases the chances of them noticing your establishment and being enticed to try it out. A busy location can generate organic footfall and attract potential customers who may not have otherwise been aware of your restaurant.

Foot traffic brings potential customers to your doorstep. Having a higher volume of people passing by increases the opportunities for customer acquisition. Some individuals might spontaneously decide to dine at your restaurant, while others might take note of your location and visit later based on their initial exposure to your establishment.

Areas with significant foot traffic are more likely to attract impulse diners. These are individuals who make spontaneous dining decisions, often influenced by the appealing ambiance or aroma of a restaurant. If your restaurant is strategically located where people are already in a leisure or shopping mindset, you can capitalize on this impulse dining behavior.


Accessibility is a critical factor to consider when choosing a location for a restaurant in Luton. Easy accessibility ensures that potential customers can reach your restaurant without significant obstacles. This convenience is particularly important for attracting customers who may be looking for a quick and hassle-free dining experience. A location that is easily reachable by various modes of transportation, such as public transit or car, can increase the likelihood of customers choosing your restaurant over competitors.

Accessibility plays a role in expanding your customer reach. A well-connected location allows you to tap into a broader customer base, including local residents, office workers, students, tourists, and visitors. It opens up opportunities to attract customers from different areas of Luton, increasing your potential customer pool.

Accessibility also encompasses considerations for individuals with disabilities. Ensuring that your restaurant location is compliant with the Americans with Disabilities Act (ADA) standards creates an inclusive environment, allowing all potential customers to access and enjoy your establishment.

Rent and Operational Cost

Rent and operating costs directly impact the financial viability of your restaurant. The expenses associated with the location should align with your budget and projected revenue. Analyzing the rental rates and operating costs in different areas of Luton allows you to make an informed decision and ensure that the potential revenue from the location justifies the expenses.

Conducting a cost-benefit analysis is crucial when considering the financial impact of a location. Compare the rent and operating costs of different locations against their potential revenue-generating capacity. Consider factors such as foot traffic, target market, and competition to assess the potential return on investment (ROI) and determine if the location is financially feasible for your restaurant.

The Adam Brasserie in Luton

Zoning And Restrictions

Zoning and regulations are crucial factors to consider when choosing a location for a restaurant in Luton. Zoning and regulations ensure that your restaurant operates legally and in compliance with local laws. Each area in Luton may have specific zoning regulations that determine where businesses, including restaurants, can be established. By understanding and adhering to these regulations, you avoid potential legal issues, fines, or disruptions to your operations.


Selecting the right location for your restaurant is crucial for its success. Take your time to evaluate different options and consider all the relevant factors to make an informed decision that aligns with your restaurant concept and target audience.

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