How many customers are available?
The Lincoln Lounge serves a broad audience beyond just families, including professionals, social groups, remote workers, and craft beverage enthusiasts. By expanding beyond strictly “family-friendly” venues, we capture a wider segment of the Southern California hospitality market—one driven by high discretionary spending, premium experiences, and community-oriented spaces.
Why This Market Matters
The Lincoln Lounge isn’t just competing with traditional coffee shops or breweries—it’s filling a high-value gap in the market by blending premium hospitality, flexible social spaces, and an experience-driven model. By capturing demand from multiple consumer groups, we create a business model that is adaptable, scalable, and positioned for long-term success in the evolving hospitality industry.
Total Addressable Market (TAM)
The broader market for high-quality, social dining and beverage venues in Southern California is significant. The combination of craft coffee culture, taproom-style social spaces, and community-driven experiences aligns with growing consumer trends in both food service and hospitality.- Population of LA & Orange County: ~13 million (2024 census)
- Estimated employed population in LA & Orange County: ~6.5 million (Dept of Labor) or 50% of population.
- Overall market includes: Families, young professionals, remote workers, and social groups looking for high-quality gathering spaces.
Serviceable Available Market (SAM)
A more focused segment of the market, based on location accessibility and consumer behavior.- Primary service area: 10-mile radius within a densely populated OC area (radius adjusted for SoCal driving culture and destination specific business)
- LA + OC = 4,876 sq miles total. 10 mile radius is 314 sq mile coverage. 6.5% within a 10 mile radius.
- Estimated available customers within this area: ~425,000 employed people live within a 10 mile radius of the location.
- Young professionals, families, social groups, & remote workers are an overwhelming majority of the workforce and a critical demographic seeking premium offerings, social spaces, and work-friendly venues in their free time.
- The average SoCal professional or millennial spends $105/month on coffee/cafés and $475/month on dining out/drinks (slightly elevated if family has child(ren)). ~$7k annual spend on outside F&B.
- Estimated SAM Value: ~$3 billion annual spend on drinks & food by employed people within a 10 mile radius of the location.
Serviceable Obtainable Market (SOM)
The realistic market share The Lincoln Lounge can capture in its early stages, starting with a flagship location and expanding with growth.- Anticipate receiving ~100,000 unique visitors within a year, turning 30% of visitors into repeat customers, and 10% of customers into membership holders.
- An average spend of approximately $20 per visitor per visit.
- Our business focus is on increasing visit frequency through programming and events.
The Lincoln Lounge is a modern taproom and café designed to be the second living room for the community. We offer a welcoming, adaptable space that attracts a broad customer base—families, professionals, remote workers, and social groups—creating a steady, diverse stream of foot traffic throughout the day.
Consistent Revenue
Morning: A café-style atmosphere with high-quality coffee, fast and easy ordering, and comfortable/spacious seating attracts remote workers and professionals needing a workspace while allowing parents and caregivers to get their day started with an adventure. Lower spend per visitor, average a drink and maybe a pastry.
Afternoon: A casual social space for meet-ups, from family lunch breaks to professional brainstorming sessions. Medium spend per visitor, with a meal and perhaps a coffee or single drink.
Evening: A lively yet relaxed taproom setting, drawing craft beer enthusiasts, young professionals, and social groups looking for a comfortable place to gather. Highest spend per visitor, with food and multiple drinks.
Weekends: Unlike traditional taprooms, we provide a family-friendly environment that means kids are safe while parents enjoy, but non-parents would hardly notice the subtle nods to children throughout the space. Even higher spend per visitor, due to duration of stay.
Repeat Visitors
Generating first-time visitors through social media and digital marketing will be critical to early exposure. From that point on, events programming, community building, and elevated experiences will keep visitors coming back time and time again.
First Timers: We expect roughly 65% of visitors to visit once or twice per year.
Regulars: We expect roughly 25% of visitors to visit 12 times per year.
Members: We expect roughly 10% of visitors to visit 24 times per year.
Conversion: Robust programming offering coupled with superior visitor experience will help convert first timers into regulars. Attractive membership perks and community bonding will covert regulars into members. Many of these expected averages are just slightly above industry norms.
Foot Traffic and Average Spend
The business is focused on a) bringing as many people together as possible and b) bringing them together as often as possible. We feel confident that increased foot traffic and regular visits are the key to success. Average spend per visitor will rise over time, rather than a focus on upselling each transaction which can leave a visitor feeling pushed into purchases.
First Timers: We expect roughly 65% of visits or 100,000 unique visitors to visit once and spend $22 on average.
Regulars: We expect roughly 25% of visits or 3,200 unique visitors coming regularly and spending $25 on average per visit.
Members: We expect roughly 10% of visits or 650 unique visitors becoming members and spending $25 on average per visit.
Conversion: Our focus is on getting people to come back again, rather than focusing on getting them spend more money.
Project P&L
Projected revenue based upon aggressive costs structures & conservative revenue generation.
$3.5 million annually or $293,000 per month.
Revenue of $835 per square foot.
Annual COGS projected at 35% of revenue.
Annual Labor costs projected at 30% of revenue.
Annual Ops costs projected at 22% of revenue.
Generates monthly profitability of $45,000 or $540,000 annually.
Brand Identity
Persona
The contemporary connector. Friendly, welcoming, and conversational. Modern and trendy without being exclusive or pretentious. Community-focused, highlighting family values and quality offerings. Sophisticated while playful.
Our tone is friendly and inviting, reflecting the cozy and inclusive enviornment of The Lincoln Lounge. We speak to our guests like they’re friends or family, ensuring everyone feels at home the moment they walk through our doors.
We speak with a sense of community, using language that makes everyone feel included. Our tone is neighborly, approacable, and supportive, emphasizing our commitment to bringing people together.
We maintain an optimistic tone, celebrating the little joys of life. Our language is encouraing and uplifting, creating an atmosphere of happiness and good vibes for every family that vsits.
Visual Identity
Our brand typography aligns the business’s written copy in a legible way and brings our messaging to life with our brand’s personality.
A California sunset-inspired colorway that welcomes visitors to a safe and comfortable enviornment without overwhelming.
The primary logo is the complete brand identity, intended to demonstrate the combination of a relaxed and kid-friendly atmosphere combined with the casual industrial appeal of a lounge.
The clean word mark identifies the brand in a more simple way, with a broader application usage available for merchandise and marketing materials.
The icon stands alone as our signature identifier, with a simple demonstration of brand identitiy, exemplified in a clean and creative way.
