Marketing Analyses on a Multi Cultural Restaurant
Marketing Analyses on a Multi-Cultural Restaurant Marketing 360 November 25, 2003 Section I: The goal of this paper is to analyze marketing strategies and to apply these strategies with my company. ... The plan is to open a restaurant in the downtown area of Chicago, Illinois. But I do not to plan to open an ordinary restaurant, my goal is to open to a new market in which I will create a Multi-ethnic restaurant. My intention in opening a multi-ethnic restaurant is to serve different types of platters from different ethnicities (mainly Latino). ... I know that in this field of restaurant entrepreneurship there is much competition, and the purpose of this restaurant besides it’s uniqueness is to give the customers the choice and alternative on what I believe is a great Latino cuisine. ... I want the customer to enjoy from the different platters served at the restaurant, and leave with a satisfaction of the food along with the amiability service. Section II: The plan is to open the restaurant in downtown Chicago Illinois. ... Once that is settled, then comes the design of the actual restaurant. ... Also included in the design are cultural arts, designs, and paintings from each different ethnicity to reflect the Latino culture. I think by providing these artifacts it will give the restaurant a unique style of cuisine, and it will provide culture to the restaurant. ... I want for the restaurant and the customers to have the best service possible. Training and evaluating for the best possible employs will help ensure for the best possible service Section III: The basis of marketing strategy will involve the framework of the four P’s (Product, Price, Place, and Promotion). First, I mention earlier that the product offered to the customer is a restaurant with a variety of platters from different ethnic backgrounds, which mainly includes Latino ethnicities and some American platters. ... This restaurant would give the customer the option to choose among different categories, and enjoy a great meal. The restaurant will offer different options to customer, which most restaurants lack. ... I believe that the menu is one of the most important tools in running a restaurant. ... So therefore, I believe that the menu is an important internal marketing tool. ... The restaurant will provide great platters, but not at outstanding and high prices. ... Chicago is one of the Largest cities in the United States, and I strongly believe that by opening a different type of restaurant like the one I plan to open, downtown Chicago is a great place to start. ... That is why downtown Chicago is such an intriguing and great place to start up a restaurant. ... Since the restaurant will mostly be dealing with local’s, a good source to advertise will be on local newspapers. ... Another reason for advertising on newspapers is that the restaurant can offer coupons to the customers. The restaurant may have daily specials, and also the customers can bring its coupons for discounts. ... Also another good way of promoting is for the restaurant to offer promotions like all you can eat lunches at fixed prices during slow business hours. ... For instance, since the restaurant will open in downtown Chicago during business days, I want the restaurant to serve the fast commuting business segment. During Lunch hours I want for the restaurant to provide a fast and manageable service to this segment of customers. ... The plan is to have restaurant open on family hours which would be dinner mostly on weekends. ... According to Bob Krummert, kids influence 90 percent of a familys out-of-home eating occasions ( Restaurant Hospitality; Apr2001, Vol. ... For this market the restaurant would have to operate late, but could attract a large mass with the right strategy. For instance the restaurants on weeknights could offer discounts and promotions for the young adults to enter the restaurant. ... Also by keeping the restaurant open late on weekends, this particular market may need a place to dine. An example would be that young adults usually attend nightclubs on late on weekends and after the nightclubs may look for a place to dine, so the restaurant offers a great place to dine and relax for an affordable price. ... There is much competition in the restaurant business in the downtown area of Chicago, but I feel that there is not to many Latino restaurants, and if there is, it does not cover the range of the restaurant I plan to open. ... In the next section I will dissect all of these restaurants and use different marketing analogies to compare them to the restaurant I plan to open. ... I want the customer to enjoy from the different platters served at the restaurant, and leave with a satisfaction and desire to come back to restaurant. ... The goal is provide a prestigious restaurant in the long run. ... Café Iberico is a restaurant that specializes in Spanish cuisines. ... The restaurant offers tapas, which are samples of different platters. ... The market the restaurant that attracts is mainly young adults between the ages of 21-35. The restaurant is very up beat, and it does offer a Spanish type atmosphere with it’s Spanish pop music playing in the background. ... The restaurant recently opened last year in August of 2002. ... First the restaurant includes a Salad Bar is one of the biggest salad bars around. ... But the restaurant mainly specializes in meats which include 13 cuts of beef, lamb, pork & chicken are grilled over an open-fire of hickory & mesquite. The restaurant has a special way for the customers to ask for food.