After Research into Where to Place a New Restaurant, Burger

question 23

Multiple Choice

After research into where to place a new restaurant, Burger Billies, a small fast-food chain, plans to open a new store near a small college. The anticipated customer base is students attending the college. They learn that a major fast food chain will be opening a franchise within the college, which leads the owners of Burger Billies to revise their estimate of sales to one below the break-even point. Which of the following is most likely the best real option for Burger Billies to take with regard to the proposed restaurant site?

• A) option to delay
• B) option to expand
• C) option to abandon
• D) option to switch

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Definitions:

Marginal Revenue

Revenue gained by selling an additional unit, illustrating the increase in total revenue due to one more unit of output sold.

Innovation

The process of creating new products, services, or methods that improve efficiency or effectiveness.

Economic Profit

The difference between total revenue and total costs, including both explicit and implicit costs, indicating the overall profitability of a business venture.

Profit-Maximizing

A strategy or goal of a firm to achieve the highest possible profit from its operations.