III. Market Analysis

A. Industry Trends and Growth Potential
The meal delivery space is expected to have an annual growth rate of about 12% for the next 5-7 years according to Coherent Market Insights. Due to the flexibility in branding, DGC has the ability for rapid redeployment and product development as niche opportunities reveal themselves. Though it may be a bit optimistic Geert Merckaert in Apicbase (2025) asserts the ghost kitchen model is expected to capture50% of the drive through and takeaway markets by the end of the same period 12% annual growth Coherent Market Insights argues is expected to occur. The difference between Coherent Market Insights (21%) and Apicbase (50%) is worth noting but by the conservative estimate support exists for an expected 30% growth rate for DGC. More importantly a factoid offered by Apicbase is currently the ghost kitchen model offers the greatest net profit of any model being used, 15-25% for an effectively managed and operated ghost kitchen, (for example DGC).

B. Target Customer Description and Demographics
DGC's target customers are food savvy individuals and individuals looking for a high-quality convenience meal product. Those customers are ages 18-45, and also includes those who are looking for an alternative to traditional fast food options. The other main group of potential customers are those who are winding down from an evening of entertainment and are looking for a quality meal between when most meal options have closed and about 2:00 a.m.; especially on weekends. We seek customers who are looking for a quick, convenient, and delicious meal option that fits their busy lifestyle. They are also interested in supporting local and sustainable businesses and are willing to pay a small premium for high-quality food. Our target customers are primarily located within 7-10 miles of DGC and have a median household income of $50,000 to $80,000.

C. Analysis of Competitors and Market Gap
DGC's main competitors include about 50-70 ghost kitchens and brick and mortar restaurants that offer either takeout or delivery, but none offer game meats and our wet process for chicken wings rather than traditional breading to create a unique crunch when bitten. There exists gaps in the market for ghost kitchen offerings of Italian, reimagined comfort foods, and foods from cuisines outside of what is commonly referred as American. Our nimble and diverse streamlined branding strategy has a focus on locally-sourced fresh ingredients, exceptional customer service, loyalty programs, and forward thinking approach to new product and service development. An oft overlooked market gap is exceptional customer service that we intend to fill with zeal. We will attract customers looking for unique and consistently high-quality menu offerings and an elevated at-home dining experience.

D. Marketing and Sales Strategies
DGC's marketing and sales strategies go beyond the outdated idea of if you build it they will come. No matter how delicious the food or how well the customer is treated, if nobody knows about DGC the projections will not come to fruition. The emphasis of DGC's marketing strategy is several fold. Yes, an appealing and inviting website and social media self-promotion will form one aspect of the marketing plan, but so too others. Targeted marketing through multiple social media platforms is another approach. Other approaches include exposure at community events and expos. Support of local food banks and other charitable causes will help. A very vocal and outspoken presence in the community to build brand awareness is also a key approach. Another approach is to use email marketing and loyalty programs to drive repeat business. Essentially, DGC will become more widely known but more widely known as a good neighbor and provider of outstanding meals and customer service experience.
Other forms of marketing such as a weekend radio show or a podcast are also being considered but what has been described is the starting point so manageable and coherent messaging can be maintained in the short term. Another short-term marketing approach is to partially wrap vehicles of the members of CHG who are willing to participate with branding and QR codes that drive interest and traffic to dishtinct.com. Rideshare advertising or car advertising platforms such as wrapify.com and carvertise.com can generate significant brand recall, location targeting, digital integration, and measurable insights. In the mid-term (12-18 months) the fleet of food trucks is intended to be put into service using licensed brands from CHG to build awareness of DGC, and to drive traffic through the existing meal order fulfillment process.