University Restaurant Group

About This Project

University Restaurant Group, a restaurant company with a specialty in seafood and seven locations including The Water Grill, in downtown Los Angeles and 555 in downtown Long Beach, retained Pulse Group professionals to assist them in strategic planning for the growth of a new restaurant concept. The concept called the King Crab Lounge features east coast style seafood in a vintage “Baltimore Crab House Atmosphere”. As part of the assignment we profiled the demographic and lifestyle characteristics of King Crab Lounge customers, defined the trade area for the concept and compiled and analyzed the trade area demographic characteristics. Our findings were used by the company to assess the strength of potential new locations and also to evaluate the possibility of converting several existing locations into the new concept.