On a Friday night, my friend and I wanted to go clubbing in Hull. She had a class until 8:30, so we were going to meet for 9 at her school, pre-drink (like we kids do) in our friend’s dorm, and then head-out to do our legal partying.
Our first road-block was our own fault. My friend’s class ended early, and once I arrived at the campus, it was too late to go to our other friend’s room without her having to come all the way downstairs to get us, sign us in, then trek back up to her room (which was not easily accessible).
So, without any other ideas, we continued on to Hull where we decided to get a bite to eat at a cute little restaurant called “Le Troquet”. We figured, we were about 2 or 3 hours too early for the clubs to be any fun, and we never had the chance to pre-drink, so a drink and a shared plate of nachos would be a good time-killer.
Source: http://www.cyberpresse.ca/le-droit/200908/24/01-895370-le-troquet-precise.php
This place was very tiny, almost boring in decor, and wasn’t very busy at first, so we managed to get a table for 2 quite fast. But, not short after we ordered our drinks, “Le Troquet” was packed with groups of people, drinking, laughing and having a great time.
I ordered a Blue Lagoon and my friend ordered a Long Island Iced Tea, which both arrived in 2 minutes flats (perfectly made, might I add). We looked through the huge menu, which was filled with soups, salads, sandwiches and other favourites, all promising to be tasty with a homemade twist.
After a few minutes, we decided to stick with our original plan and ordered our chicken nachos from the very edgy, but polite server, and started to catch-up with each other’s lives.
As we sat there I really started to appreciate the simple decor and the dim lighting. Even with all the other conversations buzzing around us, we sat comfortably in our gossip and it almost felt private.
As my friend went to the rest room, I became more aware of my surroundings. Our table sat next to the bar which had a list of the top beers they recommended, and a happy bartender chatting away with a customer. One group of customers sat happily beside a very large window facing out to the restaurant’s patio, which looked like it would be a great place to eat and socialize on a nice, sunny day.
The music selection was mostly alternative in genre, I liked it. I couldn’t really hear it unless I listened for it though.
Eventually we had finished our food and drinks, and asked for the cheque. The bills were more than reasonable for the service and the orders we’d received, so we paid, thanked our server and left in great moods.
Last Tuesday, we talked about segmentation and all the different things business owners focus on to draw-in specific customers. Well, after my experience at “Le Troquet”, I started wondering about which segmentation methods it used.
Geographic:
From what we could see, the restaurant could get customers (like myself) too early for the night clubs and in need of a place to hang-out, but mostly those who live in the area.
Demographic:
(Based on my experience)
Gender: M-60% F-40%
Age: 18-30
Income: $30,000 – $50,000
Martial Status: C-10% S-90% (Cannot be sure that the people we saw didn’t have spouses, but most were in friendly groups of 20 year olds. Only 1 table seemed to be on a date.)
Psychographic:
-Customers seemed sociable, friendly, and lively
-Customers were definitely those who preferred bars to clubs
-Vibe of restaurant felt comfortable and private
-Surrounding conversations seemed to be light, intelligent and humorous
-Everyone seemed to be in good spirits
Behavioral:
I wouldn’t be surprised if every other customer that night had been to “Le Troquet” before. I, myself, have brought friends back there since. The place seemed to be filled with:
-Thinkers (MATURE, SATISFIED, COMFORTABLE)
-Achievers (PREDICTBILITY, STABILITY)
-Survivors (COMFORTABLE WITH FAMILIARITY, MODEST MARKET LOYALTY)
Benefits:
-Small/Private
-Comfortable atmosphere
-Reasonable Price
-Approachable staff
-Great Value
I’m personally concluding that the owners opened “Le Troquet” as a neighbourhood bar, expecting to get young groups of regulars, looking for a comfortable hang-out. If this was in fact their goal, they seem to have succeeded and I would personally recommend this small, but enjoyable spot.
Cheers,
Sam
Samantha Ingleson ♥ 