"Companies can target very broadly (undifferentiated marketing), very narrowly (micromarketing), or somewhere in between (differentiated or concentrated marketing)." (Marketing: An Introduction p. 186)
I think we would market Guyros on more of a micromarketing level. The entire theme behind Guyros revolves around the experience of hanging out with friends at a bar or sports bar. “Consumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics..." (Marketing: an Introduction p. 137). The experience of watching a sporting event with a bunch of friends is something Guyros thrive on, we want further that experience for the consumer and make it more enjoyable. “Observational research involves gathering primary data by observing relevant people, actions, and situations.” (Marketing: an Introduction p. 110). To make sure that this theme would be successful, we would have to do some observational research within these environments to be 100% sure.
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