Relying on our strong company legacy that is been in place since 1968, I believe that we can use that strategically to improve our overall marketing strategy and help achieve our overall goal of continued franchise expansion throughout the country. One of the most effective ways to capitalize on our company legacy and reputation is through product placement and advertising. I predict that our overall marketing strategy for developing products will be small at first. Any initial product placement will be on things like napkins, aprons and other apparel. You also investigate creating our own unique company logo. This will help to increase our brand recognition. Also, we can create our own website and have an interactive menu that allows our customers to order our products online and have them be ready for pickup at the restaurant location. After some initial trial and error, we can consider expanding our product line of items that have more prosper …show more content…
emotional appeal, such as T-shirts, hats, etc. The main points of difference that will set our products apart from our competitors are a high level of quality involved. For example, but the majority of our apparel, I believe that we should partner with the company Custom Ink and have them design the color schemes for many of our products. Custom Ink has a very strong public reputation for helping small start- up companies organize their product lines. We will utilize the differentiate product positioning strategy by appealing to a smaller niche market segmentation. This particular instance, I think we should attempt to appeal to the better nutrition affiliates, such as vegetarians. If we can get them to try our food and wear one of our T-shirts then we have succeeded in establishing a brand. In regards to the corporate synergy among our other restaurants, including the Olive Garden and Longhorn Steakhouse, we can use this as a form of cross promotion and advertising. We could offer a special deal, say, 15% off the price of a family meal at Red Lobster and free coupon//gift card for either Longhorn Steakhouse or Olive Garden; as well as vice versa. Even though the price ranges at Longhorn are a bit higher depending on the portion size, the overall demographics between the three restaurants is the same. This is a great way to expand our promotional range while also keeping everything in-house. In terms of dealing with the issue of management, the organizational structure of the Red Lobster will be a hierarchy system.
This means that the members with the most power and position will be the general manager and the assistant manager. They will be in charge of the front and the back of the restaurant operations. From there, the associates such as the accountant, bookkeeper and landlord will wield power and advice as needed. The landlord in particular will be involved in any issues regarding our choice of location.
Since we will be operating a brand-new restaurant from the ground up, we will need to hire extra personnel to assist us in our initial “trial run”, so to speak. The main managerial positions that need to be filled are assistant manager, accounting manager, top Chef/manager and purchasing supervisor. I will be the acting general manager. The majority of our front house staff will consist of servers, bus persons, greeters and bartenders. These positions will be best suited for our college student
recruits. Red Lobster will have approximately 75 employees. Most of the staff will primarily be comprised of the kitchen crew, including the head cook and his assistants. The most important employees to hire will be the assistant manager who will help me run the front of the restaurant and the accountant who will assist with the financial bookkeeping. When it comes to being handicap accessible, Red Lobster does an exceptional job. The staff is very accommodating, and provides customers with disabilities, such as myself, with any extra service that we might acquire. The bathroom stalls are wide enough to make entering while driving a wheelchair simple and easy. This extra attention to serving the needs and wants of a specific demographic of customer is a contributing factor in Red Lobster remaining one of my favorite restaurants.
East Park Restaurant operates using a hybrid (mixture of vertical and horizontal) organizational structure where Boos reports to the company’s owners. Assistant managers and front...
I thought it would be a good idea to revisit the training styles of my first interview with general manager Terrel from West Virginia 's Red Lobster. We began the interview with the recap of our first interview, which mainly focused on the training and development of future managers of Red Lobster restaurants. For this interview, I wanted to focus on the entire training process from a new employee to the general manager position.
David Foster Wallace’s (I’ll be referring to him as DFW) 2004 article, “Consider The Lobster”, succeeded in making do as the title suggests, to consider a mere lobster. I’d admittedly not put much thought into things such as lobsters being cooked alive and whether or not it’s right or wrong. Yet even after reading DFW’s essay, and after plenty of time and consideration, I don’t believe it’s wrong to cook and eat lobster, or any other animal for that matter. Now people may call me ignorant for thinking that, or maybe they’ll agree with me, but my belief that lobsters are of less moral importance than humans is one I hold true to; however, that’s not the point, because I don’t believe DFW’s goal was to get people to consider lobsters or cows or any animal product specifically, but to consider absolutely everything.
• The franchisees could leverage the ICEDELIGHTS brand, product, training capabilities, and real estate experience once ICEDELIGHTS could provide the support
The first strategy they should build on is their brand name, Papa Johns. They might not be number one in what is a very large market place but number three is not bad. People know the name Papa John but it is still not as prevalent as Pizza Hut or Domino's. Granted it has not been the marketplace near as long and does not have the brand loyalty of the top two but keep in mind where they have come in a much shorter period. Most of the brand loyalty of the top two comes from habit of repeat business and remember that habits can be broken. To do so you have to put your brand out in the eye of the consumer to remind them that they have options. It takes only one chance to start a new habit. By taking advantage of the brand status you do hold is how you grow your customer base.
The restaurant business is a challenging industry and if a company has a strategy that works for them as well as their employees, it should stay the course and tweak as needed.
Each location has an immediate family member of the owners, who oversees every day operations. They are considered the managers of their location. They are knowledgeable and well educated in all aspects of the company. The owners supervise as needed. The owners have over twenty years of experience in the restaurant and tortilleria business. They personally trained every one of the employees currently employed. The manager at each location consults the owners for anything they cannot handle on their own. The employees are to take all questions and concerns to their managers unless conflict occurs. The company uses an outside accountant and legal team to help when needed.
After analyzing the case of the Santa Fe Grill, I believe they should focus on concept and product testing, test marketing, opportunity assessment, customer satisfaction studies, and competitor analysis. These seem to be important to the overall success of their company, especially competitor analysis so they can see first hand who and what they are competing against. This would include seeing what the competitor is doing product wise, for customer service, and their marketing/advertising strategies and overall how they target their customers. It was said in the case that the success of the restaurant at first got started rather slowly and that the owners needed to understand how to drive customer satisfaction and loyalty. Therefore by conducting research on how to fix the problems, the brand can
During the same period, Little Caesars made a strong push and they have continued to grow. Little Caesars' "two for one" marketing approach was effective in infiltrating the "mom's night off" segment, and is seen by customers as a great value. This is adding direct competition into our niche market share. Little Caesars is surely not making headway with the pizza connoisseurs, but it has effectively targeted a market in which Pizza Hut does not currently have a strong presence. 50% to55% of this market is made up of family dining situations. Our marketing team has conducted multiple data analyses on ways in which we can gain market share from Little Caesars within this market. After much thought and many hours of research, we have devised a marketing plan that will potentially improve our market share.
All cooking and baking for the fast food will be done in the kitchen facility. This facility will be equipped with computerized deep fryers, commercial freezer and refrigerators, preparation tables, stoves, ovens, and other related equipment. One employee and one chef will be in charge in the kitchen.
Another strength is Burger King’s franchise development having 90% of its restaurants franchised. The franchise concept allowed the company to grow with minimal capital expenditure and receive royalties and fees. Burger King went above and beyond and created a new model of its restaurant to attract mo...
Innovation is an important aspect of business today. It is important for companies to be innovative in order to stay competitive with their competitors. Innovation can come in different forms depends on the company’s objective. KFC, one of the most popular fast-food restaurants by the Yum! Brands, chooses to be innovative for their business model. Although, there is a huge amount of fast food chain available in the global market, KFC found the key to stand out from the intense competitive environment. By expanding the business to China, KFC learned unprecedented success by being different, not by being the same. The company’s business model is all about adapting to the local culture and understanding the needs of the Chinese market. Three main innovative strategies of KFC in China are localizing the menu, understanding the Chinese culture, and hiring local management.
By choosing to expand into markets later than other fast food restaurants Burger King hopes to avoid the problems of developing infrastructure and establishing a market base. For instance, by following McDonalds into Brazil, Burger King avoided the need to develop the infrastructure and mark...
...ded once they see that the sales will be increasing and tips will be larger. Good staff will increase good public relations which will result in better business. Marketing a restaurant is the most important part in running a restaurant. If a restaurant is not marketed, no one will know about the restaurant causing it to lose money to operate forcing it to close down. Prices on the menu should always be appealing to the restaurant target market and set towards the products on the menu. It is essential that a restaurant develops its staff to the fullest, for a strong staff creates better sales and the public is pleased .
The first step in any business is to think of or create a business idea. Without an idea, one cannot launch their business off the ground. A right direction is needed to create a business with a unique idea. However, other options include franchising or buying an existing business (1). Franchising allows an individual to run stores such as Burger King or McDonalds under the corporate name. It involves taking training classes and a heap of money in order to start a franchise. A Franchisee will have to buy products and services from the corporate entity they are franchising from, which is often required. Buying a franchise is like taking a piece of the pie from the company that is franchising and sharing that pie with everybody else. In addition having a franchise allows one to communicate and in essence become a big part of an added business opportunity (4). Franchising is far from easy to start and maintain for that matter. Starting a franchise involves a l...