The people near a shop decide what sells there. A shop near a college also has office workers at lunch and families at the weekend. Before you sign the rent, find out who is around at each time of day, what they spend, and when they eat. Then plan your menu, prices and hours for them.
Arif wants to open a burger and wrap QSR. He found a shop opposite a college.
"Students everywhere," he thought. "Cheap combos, late nights. Easy."
Before signing, he sat across the road for a full day with a notebook. At lunch the street filled with people from the offices behind the college. In the evening, families came to the park. The students came, but mostly after 4 pm, and they spent the least.
This is an example, with a made up founder and place.
1. Watch the street at four times of day
Sit near the shop for 30 minutes at each of these times, on a weekday and on a weekend:
- Morning, 8 to 10.
- Lunch, 12:30 to 2:30.
- Evening, 5 to 8.
- Late, after 9.
Write down who walks past: students, office workers, families, shoppers, workers on shift. Our guide on checking footfall before renting shows how to count them.
2. Look at what is around the shop
- Offices bring a lunch crowd on weekdays.
- Colleges and coaching centres bring students, mostly in the afternoon and evening.
- Homes and parks bring families in the evening and at weekends.
- Hospitals and bus stands bring people at all hours, often in a hurry.
3. Find out what each group spends
Visit the places nearby that these people already use. Note what they order and what it costs. Our guide on checking menu prices nearby has a simple table to fill in.
4. Ask a few people
Talk to five people from each group. Keep it short. "Where do you eat lunch around here? What do you spend? What is missing?"
The shops next door can also tell you who comes, and when.
5. Plan for the groups you found
- Your menu: quick meals for office lunch, sharing plates for families, low price combos for students.
- Your hours: open when your main group is around.
- Your prices: fit what your main group already pays.
If one group is missing at the times you planned, think again before you sign. You can also try the area before you rent with a stall or a few weeks of delivery.
What you should know before you sign
- Who is near the shop at each time of day.
- What each group spends and when it eats.
- Which group your menu, prices and hours are for.
Before you sign anything, go through our lease checklist.
Common questions
Is a college area always good for food?
Not always. Students spend less and come at set times. Check who else is around.
How many people should I talk to?
Even 15 to 20 short chats tell you a lot. Talk to people from each group.
What licence do I need to sell food?
A food business needs FSSAI registration or a licence (FSSAI).
Will knowing my customers make my shop work?
Nobody can promise that. It helps you check if your plan fits the people near this shop.
Want to know who your customers could be at one address? Viabe Location Check shows 5 to 7 types of customers near the address, with how often they might visit and what they might spend. It also shows competitors, a fair rent range for the area, footfall, risks and a clear verdict. Check the address first. Full report ₹2,999 + GST. More guides on our blog.