HUMMUS BAR: DIPPING INTO INTERNATIONAL MARKETS

Product

Price
Placement

Promotion

Target Market

Personnel
 HUMMUS BAR: DIPPING INTO INTERNATIONAL MARKETS

EXHIBIT 1: HUMMUS BAR’S MARKETING POLICIES

The Hummus Bars were divided into four types of restaurants: two were vegetarian, one was full service (including lafa — a flat bread
served with the entrees and meat options), three were limited service (without the lafa) and one was a bistro licence, offering a
Hummus Bar’s full menu combined with hotel foods and services. In addition to the
variety of food, some products, such as T-shirts, were offered at all the restaurants
The average customer spent €5.00.
Gotlibovich avoided opening restaurants near the many Turkish fast-food outlets in Budapest and on Budapest’s main ring road, which
circled the centre of the city.
Hummus Bar relied heavily on social media for market research and promotional efforts. The company had 10,000 subscribers to
Facebook. Of these, 27 per cent were male between the ages of 20 and 35. Most subscribers were Hungarians, but some were
international. Tourists wrote many reviews on the Facebook page. To supplement social media and to help promote the brand,
Gotlibovich sold T-shirts with the store’s slogan,
“Hummus is sexy.”
Gotlibovich sought out middle- and upper-income customers and consumers seeking alternatives to Italian, American and Hungarian
cuisine.
Hummus Bar’s wait staff were paid a low fixed salary of €1.60 per hour and pooled their tips. Each staff member took home
approximately €10 to 15 in tips per shift. All staff received a labour contract with a 30-day notice provision. Hummus bar provided
uniforms. No formal training was offered for wait staff; they were expected to learn on
the job. Training was, however, in the company’s future plans.
Page 6
EXHIBIT 3: HUMMUS BAR’S FACTORS IN ITS MAR
Factor Level Unit of Measure Bratislava, Ljubljana, Warsaw,
(if applicable) Slovakia Slovenia Poland
GDP per capita Country US dollars ($) $ 23,300 $ 28,800 $ 20,200
Median monthly disposable
income City US dollars ($) $1,137.13 $ 1,268.69 $1,088.25
(after taxes)
Unemployment rate County 12.80% 12.30% 12.60%
Population City # of people 5,397,036 280,607 1,708,491
Urbanization rate Country % of population 0.1% 0.2% -0.1%
Prevalence of dining out City # of Subway 6 0 25
locations in city
Ease of doing business Country Rank out of 183 46 35 55
rank coutries (1 - 185)
Corruption index score Country 0 - 10; 0 = Highly 4.0 5.9 5.5
corrupt, 10 = Clean
Meat consumption per Country Average pounds per 130.4 185 168.8
capita person
Expenditure of vegetarian City US dollars ($) spent $ 8.06 $ 56.84 $ 55.99
foods per person per person (total
dollars spent/
population)

Expenditure of
vegetarian foods per Year Country US dollars (mil.) 43.5 15.95 95.65

Note: GDP = gross domestic productSources: (1) CIA World Factbook, https://www.cia.gov/library/publications/the-world-factbook/,
 9B13M060
MUS BAR’S FACTORS IN ITS MARKETING SELECTION DECISION
Prague, Czech Zagreb, Belgrade, Debrecen, Athens, Sofia, Istanbul,
Republic Croatia Serbia Hungary Greece Bulgaria Turkey
$ 27,100 $18,000 $ 10,400 $ 19,600 $ 26,300 $ 13,800 $ 14,400

$ 1,161.13 $882.28 $ 557.81 $ 593.40 $1,070.24 $ 547.20 $ 1,129.94

8.60% 19.00% 25.90% 11.20% 24.40% 9.90% 9.00%

1,268,796 790,017 1,659,440 208,016 3,089,698 1,296,615 13,624,240
0.3% 0.4% 0.6% 0.3% 0.6% -0.3% 1.7%
6 0 0 1 0 19 9

65 84 86 54 78 66 71

4.4 4.0 3.3 4.6 3.4 3.3 4.2

188.6 110.5 181.5 176.7 167 99.9 53.8

$ 53.48 $ 30.32 - $ 34.66 $ 27.52 $ 15.98 $ 11.46

67.85 23.95 - 7.21 85.02 20.72 156.19

rary/publications/the-world-factbook/, accessed February 18, 2013.(2) Numbeo, “Cost of Living,” www.numbeo.com/cost-of-living/, accessed Februa
 Berlin,
Germany
$ 38,100

$2,781.70

6.50%
3,501,872
0.0%
29

20

8.0

193.7

$ 98.89

346.29

ost-of-living/, accessed February 18, 2013.(3) Subway, “Store Locator,” www.subway.com/storelocator/default.aspx, accessed February 18, 2013.(4)
 Factor Level Unit of Measure Bratislava, Ljubljana, Warsaw,
(if applicable) Slovakia Slovenia Poland
GDP per capita Country US dollars ($) $ 23,300 $ 28,800 $ 20,200
Median monthly disposable
income City US dollars ($) $1,137.13 $ 1,268.69 $1,088.25
(after taxes)
Unemployment rate County 12.80% 12.30% 12.60%
Population City # of people 5,397,036 280,607 1,708,491
Urbanization rate Country % of population 0.1% 0.2% -0.1%
Prevalence of dining out City # of Subway 6 0 25
locations in city
Ease of doing business Country Rank out of 183 46 35 55
rank coutries (1 - 185)
Corruption index score Country 0 - 10; 0 = Highly 4.0 5.9 5.5
corrupt, 10 = Clean
Meat consumption per Country Average pounds per 130.4 185 168.8
capita person
Expenditure of vegetarian City US dollars ($) spent $ 8.06 $ 56.84 $ 55.99
foods per person per person (total
dollars spent/
population)

Expenditure of
vegetarian foods per Year Country US dollars (mil.) 43.5 15.95 95.65
Prague, Czech Zagreb, Belgrade, Debrecen, Athens, Sofia, Istanbul,
Republic Croatia Serbia Hungary Greece Bulgaria Turkey
$ 27,100 $18,000 $ 10,400 $ 19,600 $ 26,300 $ 13,800 $ 14,400

$ 1,161.13 $882.28 $ 557.81 $ 593.40 $1,070.24 $ 547.20 $ 1,129.94

8.60% 19.00% 25.90% 11.20% 24.40% 9.90% 9.00%

1,268,796 790,017 1,659,440 208,016 3,089,698 1,296,615 13,624,240
0.3% 0.4% 0.6% 0.3% 0.6% -0.3% 1.7%
6 0 0 1 0 19 9

65 84 86 54 78 66 71

4.4 4.0 3.3 4.6 3.4 3.3 4.2

188.6 110.5 181.5 176.7 167 99.9 53.8

$ 53.48 $ 30.32 - $ 34.66 $ 27.52 $ 15.98 $ 11.46

67.85 23.95 - 7.21 85.02 20.72 156.19

Berlin,
Germany
$ 38,100

$2,781.70

6.50%
3,501,872
0.0%
29

20

8.0

193.7

$ 98.89

346.29
 City County City Country City Country
Median Disposable Unemploym Population employed employment Urbanizatio Prevalence dineout Ease of
monthly income rank ent rate population rank n rate of dining out prevelance doing
disposable rank business
income rank
(after taxes)

Berlin, 6.50% 3,501,872 3,274,250 3 0.0% 29 1 20

Germany $2,781.70 1
Bratislava, 12.80% 5,397,036 4,706,215 2 0.1% 6 5 46
Slovakia $1,137.13 3
Istanbul, 9.00% 13,624,240 12,398,058 1 1.7% 9 4 71
Turkey $ 1,129.94 4
Warsaw, 12.60% 1,708,491 1,493,221 5 -0.1% 25 2 55
Poland $1,088.25 6
Ljubljana, 12.30% 280,607 246,092 10 0.2% 0 7 35
Slovenia $ 1,268.69 2
Prague, 8.60% 1,268,796 1,159,680 8 0.3% 6 5 65
Czech $ 1,161.13 5
Republic
Athens, 24.40% 3,089,698 2,335,812 4 0.6% 0 7 78
Greece $1,070.24 7
Sofia, 9.90% 1,296,615 1,168,250 7 -0.3% 19 3 66
Bulgaria $ 547.20 11
Debrecen, 11.20% 208,016 184,718 11 0.3% 1 6 54
Hungary $ 593.40 9
Zagreb, 19.00% 790,017 639,914 9 0.4% 0 7 84
Croatia $882.28 8
Belgrade, 25.90% 1,659,440 1,229,645 6 0.6% 0 7 86
Serbia $ 557.81 10
 Country Country City Country
EOB Rank Corruption corruption Meat Expenditure Veg ranking Expenditure final ranking
index score rank consumptio of of
n per vegetarian vegetarian
capita foods per foods per
person Year

1 8.0 1 193.7 $ 98.89 10

346.29 3
3 4.0 7 130.4 $ 8.06 1
43.5 4
8 4.2 6 53.8 $ 11.46 2
156.19 4
5 5.5 3 168.8 $ 55.99 8
95.65 5
2 5.9 2 185 $ 56.84 9
15.95 5
6 4.4 5 188.6 $ 53.48 7 6
67.85

9 3.4 8 167 $ 27.52 4

85.02 7
7 3.3 9 99.9 $ 15.98 3
20.72 7
4 4.6 4 176.7 $ 34.66 6
7.21 7
10 4.0 7 110.5 $ 30.32 5
23.95 8
11 3.3 9 181.5 - 11 9
-