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Target Market: Who Are They, What Do They Value, and Where Are They?

In last week’s column on Super Bowl ads, I stressed the importance of providing a value proposition when you are advertising or marketing your goods and services. As a reminder, a value proposition is a promise that you make to potential customers that provides them a compelling reason why they should buy your product rather than a product from one of your competitors. Prior to developing a value proposition, you first need to understand who you are trying to sell to and what product characteristics they value. This will ensure that your value proposition will be more likely convince these buyers (your target market) to buy from you. The most effective Super Bowl ads from last week did this important work well. Once the company has a good, valuable proposition, it then needs to communicate that valuable proposition to its target market. Fortunately for companies with Super Bowl ads, just about all target markets are watching the game. However, for pretty much all other advertising and marketing, it must communicate where the target market will see or hear it. In today’s column, I will walk you through how to determine who your target market is, what they value, and finally, where to distribute your marketing messages. You are probably asking yourself, why is a guy who teaches Operations and Supply Chain Management (O&SCM) writing about Marketing? The answer is simple, really. It is the job of the O&SCM function of the company to deliver on the value proposition. So, as marketing develops its value proposition, it must confer with O&SCM to determine if the firm can deliver on that value proposition. If marketing communicates a value proposition it cannot meet, the company will likely be unsuccessful. With that in mind, let us examine the target market/value proposition development process. As a firm begins to identify its target market for a particular product, it must first determine the various potential customers who might buy that product and attempt to partition those customers into groups who value similar things. For instance, looking at the automobile market, there are some customers who value low price most, some who value performance and aesthetics most, and others who value reliability, durability, and consistency. If we are either in the automobile market or thinking about entering the automobile market, we need to find a group that values some characteristics that we think we can provide better than other market entrants. As you can see, the identification of a target market and the development of a value proposition that will appeal to that target market are done concurrently and iteratively. As noted above, the O&SCM function of the company is also brought in during these iterations to determine if the physical good can be manufactured or a service can be delivered in such a way that it can meet the value proposition. One important thing to remember is that in most cases, you are not your target market. What I mean by that is that you are often biased by your own knowledge and taste/preferences, and this may differ significantly from what your target market values. Remember that you are a unique individual whose preferences for a price point and evaluation of other characteristics might differ from your target market. Be sure to develop a value proposition that reflects the buying habits of your target market customers. Once you have developed a strong value proposition that you know your O&SCM can deliver upon, it is time to message that value proposition in places where your target market is present. As noted above, this aspect of our process is like “shooting fish in a barrel” for Super Bowl advertisers because all target markets are typically watching the Super Bowl. It is not so trivial for the rest of us. We need to understand what forms of media our target markets consume (e.g., television, radio, social media), but also, with each of these media, which applications or types of shows do they frequent. While most think social media skews young, and that is true for the most part, Facebook skews older, while Instagram, Snapchat, and TikTok skew much younger. On television, much of network television skew older, but there are shows like “Dancing with the Stars” and The “Bachelor” that do particularly well with younger women. Many mornings when I am getting ready for the day, I listen to “Augusta’s Morning News” on WGAC radio, and it is clear that my fellow listeners are primarily in my age demographic. My advice is to do your homework and find out where your target market is consuming media. All the work above is not very easy, but doing it right will lead to big returns. If you can identify who you want to target, based on what they value, and then be sure they get the marketing message that you have what they value, your business will succeed!

Labubu success demonstrates the benefits of the ‘blind box’ business strategy

Labubu dolls have taken the world by storm. The viral collectable keychains that feature plush monster-like figurines, sold by the Chinese company Pop Mart, have been compared to other toys like Beanie Babies or the more recent Sonny Angels. Labubus come in a variety of colors and outfits, and they are sold in “blind boxes” — so customers never know which collectibles they will get when they buy them. The meteoric ascent of these toys raises the question: What exactly is the appeal of Labubus? According to Tianxin Zou, Ph.D., an assistant professor of marketing in the University of Florida Warrington College of Business, there are a few reasons behind Pop Mart’s success. “It’s a little bit like buying a lottery ticket,” Zou said about the blind box concept. “The uncertainty is giving another layer of enjoyment.” Zou compares the psychological experience of blind boxes to gambling, stating that some customers buy hundreds of boxes for the chance at winning big. Customers aren’t just buying the products; they’re buying the experience. Each Labubu release features 12 figurine designs, as well as a much rarer secret design, so customers are enticed by the possibility of getting that one rare doll. This can also come with monetary value, as Labubus have been resold for thousands of dollars on platforms like eBay. Recently, a first-generation Labubu toy sold for $150,000 in a Labubu-specific auction. The unboxing experience can also trigger social interaction. People often film themselves unboxing the products and posting the experiences online for millions to see, or they gather in person to open boxes with their friends. This brings people together, forming a sense of community and identity around Labubu ownership. “Unboxing the blind box together can become a joyful event,” Zou said. “It makes it so Labubu has a social value and can help form friendships.” The rarity of certain designs is also a key factor in the social aspect of Labubus. Within these communities, especially online, owning rare designs can become a form of social capital. This has contributed to the rise of “Lafufus,” or fake Labubu dolls sold by retailers separate from Pop Mart. The craze has become less about the item itself and more about what it represents socially. Even if a keychain is fake, it still shows that the owner is socially in the know. Pop Mart also aligns itself with well-known franchises, such as Star Wars and Marvel, for branded blind box designs. And celebrity interest has helped the popularity of Labubus skyrocket. The toy first gained momentum after it was seen on the bag of Lisa, a member of the K-pop group Blackpink. Since then, Labubus have been spotted on the bags and belt loops of public figures ranging from Rihanna to Tom Brady. Zou explains that this furthers the social impact of the toys, as people aim to replicate celebrities’ style. “This collaboration with celebrities gives Pop Mart synergy, which gives it this stronger social effect,” Zou said. While the success of Labubus may seem spontaneous, it is actually the result of highly strategic business strategies. However, other retailers are catching on, providing competition for Pop Mart as more companies enter the blind box game. The retailer also faces new challenges, with countries like China and Singapore creating regulations for the sale of blind boxes, especially to children. But for now, the monsters continue to dominate the market, giving the company time to formulate new strategies. And because the company’s strength lies in its research and planning, it likely will not be going into its next phase blind.

Beyond the field: New research highlights how NIL is reshaping college athlete identity

In an era of name, image and likeness, or NIL, many college athletes are thinking differently about who they are — seeing themselves not just as competitors or students, but also as influencers with distinct voices and causes, according to a new study from the University of Florida. Molly Harry, Ph.D., an assistant professor in the Department of Sport Management at the UF College of Health and Human Performance, surveyed 200 athletes from 21 Power Four universities to better understand how NIL, which refers to the rights of college athletes to earn money through endorsements, sponsorships, social media promotions and other commercial opportunities, has impacted the way athletes perceive their roles and identities. “Historically, we’ve viewed them (college athletes) through the lens of athletics or academics, but they’re daughters, brothers, role models, and increasingly, they’re now cultivating public personas and marketing skills.” —Molly Harry, Ph.D., an assistant professor in the Department of Sport Management The findings, published Friday in the Sociology of Sport Journal, reveal a growing recognition among athletes that they are more than the two-dimensional “student-athlete” model that is traditionally used in research and policy. “With the shift in NIL policies, athletes are starting to develop roles and identities related to that of the influencer,” Harry said. “Historically, we’ve viewed them through the lens of athletics or academics, but they’re daughters, brothers, role models, and increasingly, they’re now cultivating public personas and marketing skills.” Through survey responses across seven major sports — football, baseball, men’s and women’s basketball, gymnastics, volleyball and softball — Harry and UF doctoral student Hannah Kloetzer examined athletes' engagement with NIL opportunities, as well as the personal sacrifices they made to pursue them. They found that many athletes now view NIL as a platform to promote causes they care about, build connections with their communities and explore career pathways after college. One softball player described the value of NIL in a way that highlights the broader impact: “It’s been great to feel seen and have your hard work in a sport help in other parts of life. It’s really nice to use NIL on a resume as marketing experience.” Athletes surveyed said they found deals not just with big-name brands, but more often with local businesses like restaurants, boutiques and community partners. This entrepreneurial approach often required initiative and personal outreach, something many athletes had to learn on their own. “Some athletes told us they felt lost when trying to navigate NIL,” Harry said. “Others shared how they reached out to local businesses or organized their own camps.” One particularly striking finding, Harry said, was that some athletes were making athletic sacrifices — like spending less time training — to pursue NIL work, a shift that underscores the importance of these opportunities. Harry stressed that while no one reported skipping practices, athletes did acknowledge shifting their priorities to make room for NIL-related endeavors. “If you’re willing to give up something in your athletic routine, that speaks volumes about how central NIL — and influencer identities — could become for some athletes,” she said. Another key insight: football players of color from low socioeconomic backgrounds were most likely to self-identify as influencers. This emerging pattern stands in contrast to perceived broader trends in the social media world. “That was one of the most fascinating takeaways,” Harry said. “We have this unique subset of influencers — college football athletes — that are starting to enter this space.” Harry’s research builds on a growing conversation in the academic community about the evolving identity of college athletes. A few conceptual pieces have previously proposed the idea of a “student-athlete-influencer,” but Harry’s team is one of the first to gather empirical data to back it up. This new perspective has broad implications for how universities and organizations like the NCAA support college athletes, both during their playing years and as they prepare for life after sport. “As fans, we often see athletes as commodities on the field,” Harry said. “But they’re humans first, and they’re starting to recognize their own value and tap into their potential beyond the playing field.” In addition to academic and athletic support, Harry believes universities should invest in more targeted resources tailored to influencer pressures, like mentorship opportunities and training that goes beyond basic social media etiquette. “Athletes who take on influencer roles may deal with unique stressors, whether it’s comparing engagement numbers or coping with public scrutiny,” she said. “It would be valuable to provide opportunities where athlete-influencers can support each other, share strategies and protect their mental health.” A football player who participated in the study summed up the broader potential of NIL: “I’m very appreciative of NIL opportunities and the ability to continue to grow my camp and greater brand outside of my football program.” Looking ahead, Harry plans to explore this evolving identity through more qualitative research, with a focus on what it truly means to be an “influencer” in the context of college athletics. “Athletes are more than football players. They are more than swimmers,” she said. “They are people who we walk with on our college campuses, and they are people who bring value to our society in a host of ways.”

LSU astrophysicist weighs in on potential release of UFO records

Dr. Eric Burns is a leading researcher in high-energy astrophysics, he studies neutron star mergers and gamma-ray bursts and helped lead the first multimessenger discovery of a binary neutron star merger. "Given the vast size of the universe, most scientists think life beyond Earth likely exists, and we are actively searching for it. However, there is no credible evidence that extraterrestrials have visited Earth or made contact with humanity. Previous government reviews of UFO reports have not produced convincing proof of alien technology. Astronomers are terrible at keeping secrets — if even one of us had solid evidence of aliens, the entire world would know by lunchtime. I strongly support transparency and look forward to the release of additional information, but extraordinary claims require extraordinary evidence."

Why Nick Cave’s First Public Outdoor Sculpture Found Its Home at Meijer Gardens

The permanent installation of Amalgam (Origin), Nick Cave’s first public outdoor sculpture in the world, marks a major moment for contemporary art in the Midwest and a defining milestone for Frederik Meijer Gardens & Sculpture Park. As the curator who guided the project from concept to completion, Suzanne Ramljak offers essential insight into why this work matters now, how it fits within Cave’s evolving career, and what it signals about the growing role of public art in shaping cultural identity. The sculpture’s installation in October coincides with a pivotal period in Nick Cave’s career. On Feb. 13, he debuted “Nick Cave: Mammoth,” a monumental new body of work on view at the Smithsonian American Art Museum through Jan. 3, 2027. Not only is it Cave's first solo exhibition in Washington, D.C., but it is the museum’s largest ever single-artist commission. And this spring, the Obama Presidential Center in Chicago opens with a major, immersive installation by Cave, placing his work at the center of a national cultural moment. Against this timely backdrop, Meijer Gardens’ installation stands as a quiet but powerful first: the artist’s inaugural permanent outdoor public sculpture. Understanding the Significance of Nick Cave's Work The sculpture reflects the evolution of Nick Cave’s artistic practice, rooted in his groundbreaking Soundsuits series, a body of work first developed in response in the wake of Rodney King’s 1991 assault by police and designed to challenge viewers’ perceptions of identity, race, and community. Over decades, Cave’s work has moved from wearable performance art into public sculpture, allowing his socially engaged visual language to occupy shared civic space. The permanent presence of Amalgam (Origin) at Meijer Gardens highlights the institution’s commitment to showcasing art that resonates with broader cultural dialogues about resilience, protection, and collective identity. “Nick Cave’s art is deeply rooted - in his family, in community, in craft, and in nature. His work is also grounded in concerns of social justice. The power of Amalgam (Origin) stems from this fertile mix; a blend of the personal and communal, exceptional and traditional.” Suzanne Ramljak, Vice President of Collections & Curatorial Affairs, Frederik Meijer Gardens & Sculpture Park Suzanne Ramljak is Vice President of Collections & Curatorial Affairs at Frederik Meijer Gardens & Sculpture Park where she oversees the acquisition, siting and curation of engaging sculptural exhibitions. View her profile The timing also highlights Cave’s deep Midwest ties. He lives and works in Chicago and earned his master's degree at Cranbrook Academy of Art in Bloomfield Hills, Michigan. The Meijer Gardens installation connects those regional roots to a global artistic trajectory, reinforcing the Midwest’s influence on contemporary art at the highest level. Media Attention, Coverage and Cultural Momentum Since the installation was announced and unveiled, the sculpture has drawn significant regional, national and arts-focused media attention, underscoring its cultural weight and public resonance. Coverage has highlighted the work’s monumental scale, its distinction as Nick Cave’s first permanent outdoor public sculpture, and Meijer Gardens’ role as a national destination capable of supporting ambitious and timely contemporary art. Media narratives consistently framed the installation as both a major moment for Grand Rapids’ cultural landscape and a signal of Meijer Gardens’ growing influence within the national arts conversation. The range of coverage points to interest from music, arts, lifestyle, and cultural outlets, suggesting the installation’s appeal to a variety of audiences. That level of attention reflects not only the significance of the work itself, but also the curatorial vision guiding its placement and permanence, a process led by Suzanne Ramljak. Expert Insight: As Curator of Collections and Senior Curator of Sculpture, Ramljak brings expert perspective on: Why Meijer Gardens was the right home for Cave’s first outdoor public sculpture How this work fits within Cave’s broader artistic practice, particularly his engagement with performance, movement, and public space What permanence means in contemporary art, especially for works often associated with temporality and performance How landscape, scale, and audience interaction shape the experience of outdoor sculpture Her expertise situates the installation within both Cave’s career arc and Meijer Gardens’ long-standing commitment to presenting ambitious contemporary sculpture in dialogue with nature.

Discovery pinpoints potential Achilles’ Heel in HIV, opening new frontier in drug development

Scientists have long known that detecting HIV early is crucial in slowing and treating the virus. During the acute stage of infection, a single human cell can produce as many as 10,000 new HIV particles. A discovery led by the University of Delaware's Juan Perilla offers hope: A new drug target early in the virus's life cycle that could save millions of lives. In the surprising discovery, published Feb. 18 in Nature, Perilla and collaborators in the U.S. and the United Kingdom, have revealed a previously unknown role for the viral protein integrase. Scientists already knew that integrase helps HIV insert itself into human DNA. But this new study provides the first direct evidence that integrase plays a critical structural role earlier on in HIV’s life cycle — when the virus matures into an infectious force. Using high-resolution cryo-electron microscopy (cryo-EM), the research team – which also included UD doctoral student Juan S. Rey – found that integrase proteins form gluey filaments that line the inside of the capsid. Each segment of the filament slots neatly into the capsid’s hexagon-shaped tiles, while gripping tightly to HIV’s RNA genome. This zipper-like arrangement organizes and packs the virus, preparing it to hijack a cell and start making copies of itself. “Integrase plays a structural role inside the HIV capsid — nobody expected that,” Perilla said. “This protein forms filaments that anchor the RNA to the capsid. Without these filaments, the virus is non-infective.” Seeing inside HIV is no small feat. The capsid is only about 120 nanometers wide —roughly 1/800th the thickness of a human hair. It is incredibly small, fragile, densely packed and constantly changing, Perilla said. To reveal its hidden architecture, the researchers relied on deep collaboration and a combination of sophisticated microscopy, molecular modeling and experimentation. Read more about the science behind the study here. “The thing with HIV is that people are chronically living with it,” Perilla said. “Treatments are effective, but patients always need new therapeutics. We want to help develop the next generation of inhibitors and hope to have a significant contribution.” To reach Perilla directly and arrange an interview, visit his profile page. Interested reporters can also email MediaRelations@udel.edu.

School District Faces an Impossible Choice in Fight Over Mascot Name

Education Professor Alan Singer was interviewed by Newsday about the Connetquot School District on Long Island being threatened with funding cuts if it does not reinstate its old mascot name, the Thunderbirds. The name change to T-Birds was made in 2022 to comply with the state’s ban on Native American mascots and other imagery in public schools.

Rethinking AI in the classroom: A literacy-first approach to generative technology

As schools nationwide navigate the rapid rise of generative artificial intelligence, educators are searching for guidance that goes beyond fear, hype or quick fixes. Rachel Karchmer-Klein, associate professor of literacy education at the University of Delaware, is helping lead that conversation. Her latest book, Putting AI to Work in Disciplinary Literacy: Shifting Mindsets and Guiding Classroom Instruction, offers research-based strategies for integrating AI into secondary classrooms without sacrificing critical thinking or deep learning. Here is how she is approaching the complex topic.  Q: Your new book focuses on AI in disciplinary literacy. What is the central message? Karchmer-Klein: Rather than positioning AI as a shortcut or replacement for student thinking, the book emphasizes a literacy-first approach that helps students critically evaluate, interrogate, and apply AI-generated information. This is important because schools and universities are grappling with rapid AI adoption, often without clear guidance grounded in learning theory, literacy research, or classroom practice. Q: What inspired this research? Karchmer-Klein: The book grew directly out of my work with preservice teachers, practicing educators, and school leaders who were asking practical but complex questions about AI: How do we use it responsibly? How do we prevent over-reliance? How do we teach students to question what AI produces? I also saw a gap between public conversations about AI which often focused on fear or efficiency and what teachers actually need: research-informed strategies that support deep learning. My long-standing research in digital literacies provided a natural foundation for addressing these questions. Q: What are some of the key findings from your work? Karchmer-Klein: AI is most effective when it is embedded within strong instructional design and disciplinary literacy practices, not treated as a stand-alone tool. The research and classroom examples illustrate that AI can support student learning when it is used to prompt reasoning, reveal misconceptions, provide feedback for revision, and encourage multiple perspectives. Another important development is the emphasis on teaching students to evaluate AI outputs critically by recognizing bias, inaccuracies, and limitations, rather than assuming correctness. Q: How could this work impact schools, teacher education programs and the broader public? Karchmer-Klein: For educators, this work provides concrete, evidence-based literacy strategies coupled with AI in ways that strengthen, not dilute, student thinking. For teacher education programs and school districts, it offers a research-based framework for professional development and policy conversations around AI use. More broadly, the work speaks to a public concern about how emerging technologies are shaping learning, helping to reframe AI as something that requires human judgment, ethical consideration, and strong literacy skills to use well. ABOUT RACHEL KARCHMER-KLEIN Rachel Karchmer-Klein is an associate professor in the School of Education at the University of Delaware where she teaches courses in literacy and educational technology at the undergraduate, graduate, and doctoral levels. She is a former elementary classroom teacher and reading specialist. Her research investigates relationships among literacy skills, digital tools, and teacher preparation, with particular emphasis on technology-infused instructional design. To speak with Karchmer-Klein further about AI in literacy education, critical evaluation of AI-generated content and teacher preparation in the era of generative AI, reach out to MediaRelations@udel.edu.

Young magmas on the moon came from much shallower depths than previously thought, new study finds

New research on the rocks collected by China's Chang'e 5 mission is rewriting our understanding of how the moon cooled. Stephen Elardo, Ph.D., an assistant professor of Geological Sciences with the University of Florida, has found that lava on the near side of the moon likely came from a much shallower depth than previously thought, contradicting previous theories on how the moon produced lavas through time. These samples of basalt, an igneous rock made up of rapidly cooled lava, were collected from the near side of the moon by the Chang’e 5 mission and are the youngest samples collected on any lunar mission, making them an invaluable resource for those studying the geological history of the moon. In order to get an estimate of how deep within the moon the Chang’e 5 lava came from, the team conducted high-pressure and high-temperature experiments on a synthetic lava with an identical composition. Previous work from Chinese scientists has determined that the lava erupted about 2 billion years ago and remote sensing from orbit has showed it erupted in an area with very high abundances of potassium, thorium and uranium on the surface, all of which are radioactive and produce heat. Scientists believe that, in large amounts, these elements generate enough heat to keep the moon hot near the surface, slowing the cooling process over time. “Using our experimental results and thermal evolution calculations, we put together a simple model showing that an enrichment in radioactive elements would have kept the Moon's upper mantle hundreds of degrees hotter than it would have been otherwise, even at 2 billion years ago,” explained Elardo. These findings contradict the previous theory that the temperature of the moon’s outer portions was too low to support melting of the shallow interior by that time and may challenge the hypothesis about how the moon cooled. Prior to this study, the generally-accepted theory was that the moon cooled from the top down. It was presumed that the mantle closer to the surface cooled first as the surface of the moon gradually lost heat to space, and that younger lavas like the one collected by Chang’e 5 must have come from the deep mantle where the moon would still be hot. This theory was backed by data from seismometers placed during the Apollo moon landings, but these findings suggest that there were still pockets of shallow mantle hot enough to partially melt even late into the moon’s cooling process. “Lunar magmatism, which is the record of volcanic activity on the moon, gives us a direct window into the composition of the Moon's mantle, which is where magmas ultimately come from,” said Elardo. “We don't have any direct samples of the Moon's mantle like we do for Earth, so our window into the composition of the mantle comes indirectly from its lavas.” Establishing a detailed timeline of the moon’s evolution represents a critical step towards understanding how other celestial bodies form and grow. Processes like cooling and geological layer formation are key steps in the “life cycles” of other moons and small planets. As our closest neighbor in the solar system, the moon offers us our best chance of learning about these processes. “My hope is that this study will lead to more work in lunar geodynamics, which is a field that uses complex computer simulations to model how planetary interiors move, flow, and cool through time,” said Elardo. “This is an area, at least for the moon, where there's a lot of uncertainty, and my hope is that this study helps to give that community another important data point for future models.”

Need a tourism expert? Connect with Florida Atlantic today

Tourism is a cornerstone of both Florida’s and America’s economy. In Florida alone, visitor spending exceeds $100 billion annually and supports roughly one in every ten jobs statewide, making it one of the state’s largest industries. The ripple effect extends far beyond hotels and attractions, fueling restaurants, retail, transportation, construction, real estate, and public tax revenues that help fund infrastructure and services. Nationally, tourism contributes hundreds of billions to U.S. GDP each year and serves as a key indicator of consumer confidence and economic momentum. When travel demand rises or falls, it signals broader shifts in spending behavior, business investment, and workforce stability , which is why tourism remains a critical economic beat for journalists. Peter Ricci is Clinical Associate Professor & Director, Hospitality Management Programs at Florida Atlantic University. He is a hospitality industry veteran with over 20 years of managerial experience in segments including: food service, lodging, incentive travel, and destination marketing and is considered an expert in food service, lodging, incentive travel, and destination marketing. View his profile Peter offers research-based insight into visitor trends, workforce dynamics, and destination strategy. His expertise helps media connect travel patterns to economic impact, providing clear analysis of how tourism shapes Florida’s economy and influences broader industry trends across the United States. Recent media coverage: South Florida Sun Sentinel Peter Ricci, director of the hospitality and tourism management program at Florida Atlantic University’s College of Business, cited the openings of the 801-room Omni Hotel next to the county convention center in Fort Lauderdale, the revamped Pier Sixty-Six Resort nearby and a variety of high-profile events as reasons for promising visitor traffic this year. “South Florida should expect to have a relatively strong 2026 with major events in the area [PGA Tournament, Formula 1, et al] and the Southern White House of Mar-a-Lago enhancing higher average daily rates in The Palm Beaches,” he said by email. “Broward is perfectly positioned to capture demand both to its south and north and I expect that hotels and restaurants will have a good year ahead,” he added. Newsweek "The tariffs, staffing shortage, perception of it being difficult to emigrate to the USA, and any possible anti-USA sentiment all go into the 'ingredients of the soup' as I call it," Peter Ricci, Director of Florida Atlantic University's Hospitality and Tourism program, told Newsweek. South Florida Sun Sentinel This is actually a complicated process behind the scenes, said Peter Ricci, director of the hospitality and tourism management program at Florida Atlantic University in Boca Raton. “Restaurant profit margins are slim, so training and development are often not a part of the process,” he said. “Also, one must recognize that restaurant front-of-house roles are somewhat high-turnover compared to other industries. With higher turnover, there is less likelihood for development of training, knowledge of all the systems (which can lead to dissatisfaction among guests), and a ‘new face’ every time regular guests return to the venue.” The Daytona Beach News-Journal When asked if Florida is experiencing a "restaurant apocalypse," Ricci said, "I don't see that as the case. I don't see it like a disaster, but I have seen more (restaurant) closures the past six months. The reasons include operating costs that are higher than ever in an industry with low (profit) margins to begin with." "Closures are being driven by rising rent, rising costs of labor, rising costs of goods (food, glassware, supplies, cleaning services, deep cleaning surcharges, et al.), and changing consumer habits." Orlando Sentinel Peter Ricci, director of the hospitality and management program at Florida Atlantic University’s College of Business, said he has not heard of hoteliers suddenly losing foreign nationals from their staff. But it’s the confusion that is perplexing many. “I hear frustration and confusion of what changes will occur on a regular basis for owners, operators and managers,” Ricci said. “It’s more of the unknown that’s disconcerting than, ‘I’m now worried about losing workers in my hotel or restaurant.’”