Customer Requirement Quantitative Measurement 1. Accessible Location: Preferably nearer to the local Subway, so that the consumers of the Subway can use my store as an alternative to Subway. 1. This is the most important factor here. It has been found that my consumer base would become almost double if I would open my store across or adjacent to the Subway. 2. A well maintained menu: Anything in the menu should be available all the time. It provides the consumers more options to choose. 6. A well maintained menu can increase the revenue by 4%. 3. Taste: The taste of the food would be equivalent or better than the food of the Subway. 4. A better taste of the food has increased the revenue 9% in the short run and 16 % in the long run. 4. Price: As the consumers are not aware of my brand name, so they would not be ready to pay as much as they pay for a branded store like Subway. So, initially I should give some offer that makes my food cheaper than the Subway. With a reducing price, I would also manage the costs so that I can have a profit. 2. If I would start the business with the penetrating pricing, then that would increase my revenue 30% than the normal pricing. 5. Quality and Ingredients: The quality of my food should be equivalent to quality of any branded shop. The variety of ingredients, like vegan menu, would attract more customers. 5. A better ingredients and a variety of menu can increase the revenue by 6%. 6. Quality of the service: A great quality of the service, including the helpful server and a shorter waiting line, would be an essential customer requirement. 3. A long waiting line can have a short term and long-term effect on the business. A shorter waiting line would increase my daily customers as well as increase the word-of-mouth marketing. It can be found that a better service and shorter waiting line would enhance my revenue by 20%.