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Walter Schroeder Library, Milwaukee School of Engineering
Item Information
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More by this author
Rieck, Matthew J.
Subjects
New business enterprises -- Planning.
Gentrification -- Social aspects.
Restaurants -- Wisconsin -- Milwaukee.
Bars (Dining establishments) -- Wisconsin -- Milwaukee.
Beer
Germans -- Wisconsin -- Milwaukee -- Ethnic identity.
MSEM Thesis.
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Rieck, Matthew J.
by title:
A neighborhood self-...
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A neighborhood self-service eatery and bier garten "Old Milwaukee Garden" : how likely is it to be successful in the Milwaukee restaurant market? / Matthew J. Rieck.
by
Rieck, Matthew J.
Subjects
New business enterprises -- Planning.
Gentrification -- Social aspects.
Restaurants -- Wisconsin -- Milwaukee.
Bars (Dining establishments) -- Wisconsin -- Milwaukee.
Beer
Germans -- Wisconsin -- Milwaukee -- Ethnic identity.
MSEM Thesis.
Description:
vii, 97 leaves : ill. ; 29 cm.
Contents:
Thesis advisor(s): Stan Kosmatka.
Committee members: Gene Wright, Dr. Bruce Thompson.
Introduction -- Purpose -- Background of concept -- Define opportunity -- Concept idea -- Analysis -- Conclusion.
Neo urbanism is a trend whose growing popularity is attributed to the deficits of sprawling suburbs. Milwaukee has a 160-year-old history and legacy of German immigrants. Bier gartens were, and still are today, a beloved place of community. The disappearance of America’s Third Places presents an opportunity for a modern day bier garten in an urban Milwaukee neighborhood.
The fast casual and brewpub segments of the restaurant and craft beer industries, respectively, are growing dramatically. Baby boomers and their children, Generation X, prefer densely populated, mixed-use, urban neighborhoods. They are increasingly eating away from their homes and favor convenience and familiarity when making dining choices.
A new business venture offering a neighborhood self-service eatery and bier garten to an urban Milwaukee community is likely to be successful. Follow-on studies in other areas of business planning are worthy endeavors. Before embarking on this new business venture, further work needs to be done, including: a pro forma business plan, a full-scale marketing plan, an operational plan and a plan for financing.
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Walter Schroeder Library
Master's Theses
AC805 .R52 2007
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