Doughnut Store Executive Summary

I have been authorized by the Board to talk about the reasons we need to renovate and expand the size of our current store location. This memo will be discussing the reasons why we need to expand the store. We will need to renovate and expand the size of the store, in order to increase customer satisfaction, improve our brand strategy and make greater profit.

Increasing Customer Satisfaction

Since the opening of the store in 2012, the store has experienced a rapid increase in customer growth. Every morning, there is a long queue outside the doughnut store, and customers constantly walk away because they just cannot wait any longer. If there is an expansion of the store, the long queue will be prevented because there will now be two additional

To remain competitive, SuzyQ will need to create a mobile application for customers to easily place and track their orders. Mobile ordering before customers show up at the store, will help with the long queues during rush hours because customers will just come into the store, pick up their orders and leave happily. It will also increase the effectiveness of the staff in the sense that the staff will be able to see a new order as soon as it comes, put it together, price it and prepare it for immediate take-out. Additionally, with the creation of the mobile application, the store will be able to introduce the “SuzyQ loyalty card”, which is a mobile-based loyalty program that will keep track of customers buying habits and award points to loyal customers. These points can be used to obtain discounts both in the store and online. The SuzyQ loyalty card will also provide an incentive for customers to refer their friends and family to the store by offering them points or credit towards their next purchase based on how many people they refer. Also, the store can remain competitive and improve the brand by making greater use of social media platforms, such as Facebook, Twitter and Instagram. Social media has given immense control and power to consumers, thus, large corporations and well- known brands no longer have an upper hand (Popali, 2017). SuzyQ can make use of social media to promote the company brand by advertising products and deals that are available both in-store and online. SuzyQ can also establish customer relationships by connecting with customers online and answering their