Captive market 

A captive market is one where the potential buyers have very limited choice. In other words, unless they buy from just one or two suppliers their only other option is not to buy.

In this type of market, the seller has the upper hand. The seller can raise prices without worrying about competitors grabbing its customers.

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.