High protein, fast, convenient, affordable, pre-packaged, freshly-made bowls. Our targeted audience are students who are health conscious who seek meals that support their nutritional goals (proteins are essential for strength and muscle growth). Given that Ann Arbor is primarily a student campus and there tends to be busy lifestyles of students, faculty, and campus visitors, the convenient nature of our restaurant - with pre-prepared ingredients allows for quick assembly - meets the demands for meals both quick to obtain and consume. Affordability is a crucial factor for campus demographic (budget-conscious students).