Wilsons Family Restaurant Essay

1828 Words4 Pages

Problem Statement
“How can Wilson’s Family Restaurant differentiate itself from its competitors?”
“How can Wilson’s Family Restaurant differentiate itself from a large chain restaurant like Swiss Chalet?”
In response to the problem posed, we will focus on Wilson’s product and how it can be adapted to fit with the current market trends. A picture of the internal and external factors surrounding this case will be provided in a situational analysis. We will then offer three alternatives and our recommendation on how to proceed.
Situational Analysis
Strengths
Wilson’s Family Restaurant is an established local business and has been operating in Straun, Ontario since 1992. This is an advantage over competitors trying to enter this market, as …show more content…

This is a major weakness, as all major chains are represented with websites and social media profiles. Straun is also a large tourist destination. Without an online presence, Wislon’s is losing out on potential clients that would look for online reviews and rating on sites like Trip Advisor and Expedia when coordinating travel plans. Although the change in ownership has its strengths, it can also affect the attitudes of regular clientele. These customers may experience a strong degree of inseparability towards Mark Wilson and his restaurant. Even with John being Mark’s son, the change in personality may be enough to lose some of those regular clients. A menu to a restaurant is like the program for a theatre show; it lays out the expectation for what’s to come. The current menu at Wilson’s is outdated and disorganized. It lacks a clear vision, a consistent message, and distinct headings. There are also minimal dinner options, no meal descriptions, and meal titles that could be seen as unappealing. While Wilson’s does offer a local wine and beer selection, the lack of liquor choices outside of this could be turning people away and diminish the dining experience. This is especially true for the Friday and Saturday evening crowd. Alcohol sales provide the largest area of possible profit for any restaurant, the lack of variety at Wilson’s could be a serious hamper it its potential …show more content…

The local, socially responsible restaurant maintains most of the fundamental principles that were key to Wilson’s success in the first place. This will minimize the effect of changes on its current clientele, making it a smoother transition, and reducing the number of losses. The menu challenges are unique, but with John’s culinary background it could provide a creative outlet for his training and skills. The focus on local, sustainable ingredients is also something the community will be supportive of. By being a conscious, responsible business owner John would be encouraging similar behaviour in his community and supporting his local economy in an even greater way then before. This type of action can have a ripple effect, creating a buzz that can’t be bought. Opportunities to partner with other local business owners wold become easier and easier, as word got around. This alternative also is ideal for speaking to the tourism opportunities available in Straun, especially with the recommended online strategies. The biggest advantage to this alternative is that draws on what makes Wilson’s completely unique. There is only one Wilson’s Family Restaurant and it’s in Straun, Ontario. They are proud of their community, proud of their food, and proud or their business. This is something a large chain restaurant can’t do. They can pay for all the advertising they want but the authenticity that comes from a local

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