Restaurant Case Study

In every business, there is a target market. In the hospitality industry, there are many different types of restaurants that cater to a certain market segments, i.e. target markets. A restaurant caters to the respective market segment through the marketing of several factors, and in this essay, three of which will be identified and analysed how it affects the market segment the restaurant will attract. In addition, a discussion and analysis as to why the design concept of a restaurant plays a significant role in attracting and maintaining the targeted market segment will be touched upon.

With every restaurant the three factors that will significantly impact the market segment the restaurant attracts are: the name, logo and location of the restaurant. These impacts can be positive or negative. All three factors play a crucial role in the branding of the restaurant. “In a sense, perhaps the most important sense, a brand is a promise.” (Geller, 2012) It is a promise to deliver a certain style and standard of service, food and

“The name of the restaurant is part of the image.” (Walker, 2011, Page 65) It is used to identify and differentiate a restaurant from its competitors. It could also be used to tell a customer what to expect. The name of a restaurant is one of the first points of reference for customers as it reflects the overall concept of the restaurant. “It can attract or detract customers.” (Bickle, 2012) Within the market segment, the restaurant hopes to attract first-time buyers, and hopefully, return customers. For example, a café called ‘chocolat’ would have its customers anticipating a lot of products with chocolate as one of the main ingredients, therefore, catering to the market segment of chocolate lovers. “Unlike a name such as ‘chocolat’, which is highly descriptive, a name such as ‘Coco’s’ is quite the opposite. It is vague and customers would not know what to expect.” (Walker, 2011, Page