Captive  Market means market in which consumers have very little choice because there is no competition. Consumers cannot buy anywhere else. 

As a Examples of captive-market environments include the food markets in cinemas, airports, and sports arenas, college textbooks

Non-captive markets are those businesses that are not able to guarantee sales, because of available business nearby that sells the same goods as you. As customers have varying preferences, your business must also be able to empathize with your clients and adjust to their needs.

Non-Captive Market Locations means traditional, street-level free-standing and in-line restaurant locations that: (a) are not contained within larger retail or other foot traffic generating environments; and (b) are not co-branded with other retail food service concepts.