Overview of the Mid-Cities Café – Analysis and Recommendations
Accomplishments indicating success in any business field inclusive of the hospitality industry, and above all the restaurant area, results from the utilization of knowledge concerning essential criteria related to the marketing mix. This term describes the four primary choices a business makes when it chooses to market a service or a product (Manktelow, n.d.). Moreover, according to Purely Branded (2012), the balancing of the four elements comprising this marketing mix, the product, the place/location, the pricing, and the promotional components, remain a crucial requirement for the development of a beneficial marketing strategy in a startup or an established business, as well. Therefore, the marketing consulting firm utilizes this data to prepare both SWOT and competitive analysis for the formulation of SMART goal recommendation to the managerial team of the Mid-Cities Café.
Thus, it is imperative to establish background data or information on the noted attributes of the Mid-Cities Café in order to assess any other gathered data. The accomplishment of this task occurs through observation, the owner contributions of information, as well as, the physical data acquired through records. The Mid-Cities Café, a solitary, one-owner operation, possesses a small restaurant classification that is family oriented, which specializes in traditional American cuisine. This breakfast-lunch eatery offers forty combinations and selections of breakfast foods from eggs to Belgium waffles for the early morning patrons, while offering only thirty-five selections for the lunch crowd in the form of sandwiches, burgers, wraps, Panini’s, and plate lunches. The hours of operation consist of a seven-day week with an opening hour of six a.m., and a closing hour at three p.m. The Café is a clean, newly renovated building located in a small strip shopping center with very limited parking seats up to one-hundred fifty patrons. However, its location places it on the very busy through fare, Highway 157, adjacent to Trinity High School, which has a student population of three-thousand five hundred of which one thousand one hundred are seniors who have permission to leave campus for lunch, as well as, a teacher population of two hundred fifty. Additional data reveals that the only form of advertising is via the internet directories and Smart Value monthly coupons, but no additional advertising occurs through a restaurant web page. Moreover, their signage consists of an insignificant name sign, which is difficult to see from the highway. Subsequent notations reflect that minimial competition exists in the area relative to the types of product featured, along with the facts that for the most part the staff appears personable, friendly, and professional, as well as, that the establishment offers no catering, or alcohol consumption. Therefore, with the existing data gathered, the consulting firm can perform a competitive analysis with like establishments within a ten-mile radius of the location, as well, as others in the immediate area. This competitive analysis is a crucial piece of the restaurant marketing plan, establishing the factors that are unique to Mid-Cities Café, and therefore the attributes that require emphasis in order for the restaurant to appeal to their target market (Entrepreneur Staff, n.d.). Thus, the accomplishment of this task occurs through the utilization of a grid chart, identifying the attributes of the competitors, such as the services, the advertising strategies, the size, and the hours of operation, the menu selections, the prices, and so forth. As a result, the competitive analysis grid allows for many observations and correlations, as well as, an instantaneous view of the placement of the Mid-Cities Café in the overall restaurant market of the area. Furthermore, because of the chart motif multiple comparisons become easily visible to the discerning eye. ANALYSIS AND RECOMMENDATIONS 5 Competitive Analysis type of food breakfast selections lunch selections web-pg. advertising size # of locations Mid-Cities Café American 40 35 no 100 1 Snooty Pig American 31 48 yes 50 4 Old West …show more content…
Specifically, according to Investopedia (2003), SWOT assists in the determination of the probable risks, as well as, the rewards potentially available to the restaurant. Accordingly, the SWOT correlates to the accomplishment of the business objectives, as well as, minimizing any potential impediments to the business. Thus, this allows the restaurant to achieve their
Accomplishments indicating success in any business field inclusive of the hospitality industry, and above all the restaurant area, results from the utilization of knowledge concerning essential criteria related to the marketing mix. This term describes the four primary choices a business makes when it chooses to market a service or a product (Manktelow, n.d.). Moreover, according to Purely Branded (2012), the balancing of the four elements comprising this marketing mix, the product, the place/location, the pricing, and the promotional components, remain a crucial requirement for the development of a beneficial marketing strategy in a startup or an established business, as well. Therefore, the marketing consulting firm utilizes this data to prepare both SWOT and competitive analysis for the formulation of SMART goal recommendation to the managerial team of the Mid-Cities Café.
Thus, it is imperative to establish background data or information on the noted attributes of the Mid-Cities Café in order to assess any other gathered data. The accomplishment of this task occurs through observation, the owner contributions of information, as well as, the physical data acquired through records. The Mid-Cities Café, a solitary, one-owner operation, possesses a small restaurant classification that is family oriented, which specializes in traditional American cuisine. This breakfast-lunch eatery offers forty combinations and selections of breakfast foods from eggs to Belgium waffles for the early morning patrons, while offering only thirty-five selections for the lunch crowd in the form of sandwiches, burgers, wraps, Panini’s, and plate lunches. The hours of operation consist of a seven-day week with an opening hour of six a.m., and a closing hour at three p.m. The Café is a clean, newly renovated building located in a small strip shopping center with very limited parking seats up to one-hundred fifty patrons. However, its location places it on the very busy through fare, Highway 157, adjacent to Trinity High School, which has a student population of three-thousand five hundred of which one thousand one hundred are seniors who have permission to leave campus for lunch, as well as, a teacher population of two hundred fifty. Additional data reveals that the only form of advertising is via the internet directories and Smart Value monthly coupons, but no additional advertising occurs through a restaurant web page. Moreover, their signage consists of an insignificant name sign, which is difficult to see from the highway. Subsequent notations reflect that minimial competition exists in the area relative to the types of product featured, along with the facts that for the most part the staff appears personable, friendly, and professional, as well as, that the establishment offers no catering, or alcohol consumption. Therefore, with the existing data gathered, the consulting firm can perform a competitive analysis with like establishments within a ten-mile radius of the location, as well, as others in the immediate area. This competitive analysis is a crucial piece of the restaurant marketing plan, establishing the factors that are unique to Mid-Cities Café, and therefore the attributes that require emphasis in order for the restaurant to appeal to their target market (Entrepreneur Staff, n.d.). Thus, the accomplishment of this task occurs through the utilization of a grid chart, identifying the attributes of the competitors, such as the services, the advertising strategies, the size, and the hours of operation, the menu selections, the prices, and so forth. As a result, the competitive analysis grid allows for many observations and correlations, as well as, an instantaneous view of the placement of the Mid-Cities Café in the overall restaurant market of the area. Furthermore, because of the chart motif multiple comparisons become easily visible to the discerning eye. ANALYSIS AND RECOMMENDATIONS 5 Competitive Analysis type of food breakfast selections lunch selections web-pg. advertising size # of locations Mid-Cities Café American 40 35 no 100 1 Snooty Pig American 31 48 yes 50 4 Old West …show more content…
Specifically, according to Investopedia (2003), SWOT assists in the determination of the probable risks, as well as, the rewards potentially available to the restaurant. Accordingly, the SWOT correlates to the accomplishment of the business objectives, as well as, minimizing any potential impediments to the business. Thus, this allows the restaurant to achieve their