Executive Summary This report is to conduct data analysis of the potential market and to provide decision making recommendation for Michael Jenkins who intends to establish his own fine and upscale restaurant (Heavenly Chic) in the metropolitan. By using SPSS software, the data screening of the survey, demographic profile of respondents, analysis method, analysis result and some recommendations are discussed for Michael Jenkins as reference for his decision making. The main findings to the 10 questions data analysis are as follows: Q1: The entrees price should be set around $18 amount. Q2. Michael’s expectation of the monthly average spent of $200 is too optimistic. Q3. The best location for the restaurant is location B. Q4. The expected average monthly spend differ between potential patrons with different incomes; high income respondents are more likely to spend more in the restaurant. Q5. There should be waterfront views for the restaurant. Q6. Unusual desserts and unusual entrées are both important for the restaurant to the potential customers. Q7. Michael should select business section of the newspaper for advertising Q8. Through regressoin analysis, multi-factors can explain 76.9% of the variation in likelihood to spend in restaurant; some factors are more significant than others. Q9. There are some difference in family size and the likelihood to patron. Family with 2-3 people are more likely to be patrons. Q10. There is no relationship statistically between marital status and whether or not someone is a probable patron.