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
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they will be competing with Wilson’s long held reputation as, “the best local and homemade food in town”. John Wilson has a passion for the restaurant business that was cultivated at an early age by his father. John’s father, Mark Wilson, was the founder of Wilson’s Family Restaurant. This exposure pushed John to pursue a diploma in the culinary arts, further feeding his passion with the skills and knowledge needed to take Wilson’s into a new era of dinning. As this is a family run business, a strong support system comes with the package, and his father is available to offer experience and guidance whenever needed. These internal phycographic factors point to a person that is likely to be persistent and driven, as he is motivated by more than just money. Another advantage is in the the established selection of local wine and beer offered at Wilson’s. This differentiates Wilson’s from any large national chain and allows for an opportunity to expand on an established network of local suppliers. Evidence of an existing promotional expense budget and previous promotional ventures proves that John is aware of the need for marketing strategies. With a little direction, these funds could be utilized more effectively to increase traffic and bolster John's business. Weaknesses There is no evidence to show that Wilson’s has any presence online.
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…
revenue. Opportunities The local food movement is a big trend in the culinary world, and with societies growing social conscious, it looks to be a movement that is here to stay. Wilson’s could use its position as an established local business to capitalize on this trend, allowing for an opportunity to expand on its local appeal creating a whole new experience. This is also something other local business owners would support, opening up possibilities in community partnerships for promotional opportunities and supplier contacts. Social media and online promotions are a huge opportunity. With the majority of Canadians having access to the internet, either through home computers or mobile devices, the potential for online exposure and promotions is undeniable. Tourism is a booming industry that has major potential for Wilson’s. The majority of travelers do so with the desire to experience something new. With the proper marketing and product adjustments, Wilson’s could offer a more unique experience than any major restaurant chain. Threats One of the largest threats to Wilson’s restaurant is the upcoming opening of a Swiss Chalet a few blocks away. As a chain that is well known for being a successful family style restaurant, they pose a definite threat if Wilson’s situation remains unchanged. Chain restaurants have a larger budget for marketing and promotions, allowing for the potential to overshadow any attempt by John to reposition his business. Other competitors offer a wide selection of beer and alcohol to meet customers growing tastes. The extensive variety available at most liquor stores has increased product awareness and contributed to a more sophisticated customer. The potential loss of clients and revenue to competing restaurants due to a lack of variety is a threat worth noting. Alternatives #1 Local, Socially Responsible Restaurant Our first alternative draws on the strength of Wilson’s as a well-established local business and takes it a step further, creating a completely locally focused, socially responsible restaurant. This scenario involves a total overhaul of the menu, replacing it with a seasonal menu. All ingredients would be locally sourced and sustainable. John’s culinary background and creativity will be key creating unique, delicious dishes that customers will come back for. The décor would be changed to reflect the history of Wilson’s and the town or Straun, emphasizing its commitment to the community and provide an atmosphere of comfort and nostalgia. The current beer and wine selection would fit with this concept but should be expanded on to include local spirits and a list of house cocktails could be created – each named after a local landmark or reference. A website, travel site postings, and social media profiles will be set up and maintained, as this alternative would be ideal to attract travels and tourists. This alternative has a few drawbacks. The research and networking required to source local ingredients and supplies will be more time consuming than traditional approaches. The menu may need to change regularly and may have a more limited selection due to the availability and seasonality of ingredients. Food prep may also take longer, as everything will need to be made by hand if a local supplier isn’t available. #2 Pub-Style Hangout Another way for Wilson’s to differentiate itself and increase its profitability would be change its target from families to social drinkers. In this alternative, Wilson’s restaurant would be converted into a pub-style hangout for locals to relax and socialize with friends over a pint and a great plate of food. A full bar would be installed and an extensive selection of beer, wine, and spirits will be offered. The menu would be edited, but not scraped completely. A larger focus on appetizers would be key and a small dedicated dinner section with classic comfort foods – including some of Wilson’s classics and pizzas, as they are great for sharing. The environment of the restaurant will completely change. Seating arrangements will be more intimate. Sections with armchairs, couches and low tables as well as high-top tables and bar seats will be available to encourage people to come and hangout. TV’s will be installed to allow for sports games and dimmer lights and a sound system will be installed to maintain the atmosphere. This alternative does run the risk of alienating Wilson’s current clientele, as it is a drastic change from its current strategy. It would be taking a step back from the purposely cultivated image created by John’s father. It will also require additional hiring be done, as trained bartenders would be needed to assist with the full bar addition. #3 The Go-To for Brunch Our last alternative would allow Wilson’s to maintain the more wholesome, family image it has worked at creating but would narrow its focus to being the go-to brunch spot in town. A full breakfast menu would be added and served until 11am through the week, with a lunch menu available after. The restaurant would close at 4pm. There would be daily specials and on weekends the restaurant would offer an all day brunch making it the ideal spot for post church, family gatherings, or a lazy Sunday breakfast. A “Quick Lunch” menu would be offered through the week to encourage business lunches. This menu would include select items, guaranteed to be to the table in 15 minutes or less. An interactive kids menu with crayons would also be available to help entertain kids and make parents feel at ease. Were the restaurant closes by 4, catering services could be offered to further increase revenue. An online presence will be key, not only for promotions and exposure, but also for booking catering jobs. This alternative runs the risk losing revenue due to the cut back of hours and losing the potential from dinner, as it is traditionally the more expensive meal. Regular customers may also dislike the change in hours, and may miss the classic dinner favorites they know and love. Also, catering would be an entirely new venture for Wilson’s. They would be starting from ground zero in regards to clients and events. Recommendation We would recommend alternative #1 to Wilson’s Family Restaurant.
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
restaurant that is not only home grown, but gives back to its community, could be a hard force to stop.
Stephen Boos has worked in the food service industry for over 30 years. He started as a bus person and subsequently trained as a chef’s apprentice. Steve’s mother believed that a college education was something that everyone should receive. She felt that a college degree was a good investment in Steve’s future. In 1976 at his mother’s insistence, Boos moved to Northeastern Ohio to attend Kent State University where he earned a bachelor’s degree in business administration. After graduation, Steve began working for East Park Restaurant as a line cook. Using his education as a foundation, Steve made a point to learn everything he could about running a restaurant, from cutting meat to the bi-weekly food and beverage orders. His versatility, keen business sense, and ability to control costs resulted in Steve’s promotion to General Manager, as role he has held since 1995.
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