I live in a small town, 26,000 people, which is also associated with a large military base, in southern California. It is a captive market, having a large retired population who do not leave town much and about 80,000 commuters into town a day. It includes a blend of tourists, young people, military, the hip and the healthy. The audience cares that the food is fresh and local, inexpensive, convenient, has a "street food and comfort food" slant, and that a portion of profits will be donated back to the community. The town also likes to support locally-owned businesses.
Southern California has always been health-oriented. With the recent economic downturn, people are working more, not less, and at the time they need to the most, they have less time to cook healthy meals or shop for fresh food.
Target market is 25-65, working, emphasis on healthy and budget-minded, convenience, computer-literate (ordering and payment will be by computer) people who like their food to be fun! Ganosh Gourmet removes the obstacles to eating healthy, delicious food within a budget, including those days when people are "too busy" to cook or even to eat, and makes eating fun again.