“RESEARCH & COMPETITIVE ANALYSIS”
IN PARTIAL FULLFILMENT OF THE REQUIREMENTS OF SUMMER INTERNSHIP PROGRAMME IN THE MBA DEGREE OF GUJARAT TECHNOLOGICAL UNIVERSITY
A PROJECT REPORT ON
PREPARED BY: - HARSH KOTHARI GLS-ICT (BATCH 2010-2012) ROLL NO: G1013 SUBMITED TO: DR.“ KAVITA KSHATRIYA” EXTERNAL GUIDE: “SHILPA NAIR” [MARKETING MANAGER] COMPANY NAME: “ANIL HOSPITALITY VENTURE LTD.”
GLS INSTITUTE OF COMPUTER TECHNOLOGY AHMEDABAD [ GLS-MBA ]
GLS INSTITUTE OF COMPUTER TECHNOLOGY (GLS-ICT MBA)
This is to certify that Mr. HARSH KOTHARI Enrolment No. 107140592042 student GLS INSTITUTE OF COMPUTER TECHNOLOGY (GLS-MBA) has successfully completed his Summer Project on “RESEARCH AND COMPETITIVE ANALYSIS” at “ANIL HOSPITALITY VENTURE LTD.” in partial fulfillment of the requirements of MBA programme of Gujarat Technological University. This is his original work and has not been submitted elsewhere.
Dr. Hitesh Ruparel
Dr. Kavita Kshatriya Professor & Project Guide
Page | 2
I Harsh Kothari, Enrolment No. 107140592042 student of Gls institute of computer technology hereby declare that I have successfully completed this project on „research and competitive analysis‟ in the academic year 2010-2011. I declare that this submitted work is done by me and to the best of my knowledge; no such work has been submitted by any other person for the award of degree or diploma. I also declare that all the information collected from various secondary and primary sources has been duly acknowledged in this project report.
Name (enrolment no)
Page | 3
A programmed. Feeling great pleasure in presenting this project report based on competitive analysis of restaurant.PREFACE
Barring price wars among the leaders.
Page | 4
. While studying different marketing cases and problems during my graduate and post graduate program I have mention that lack of marketing strategy management is one of the major causes for the company. A pure subsidiary branch of a Anil groups and company. Which is the best medium of getting practical knowledge. Hence I have prepared this project on “Competitive analysis of restaurant” which will be helpful to all those people interested in it. I have prepared this report by performing research work during my summer internship program in Anil hospitality venture Ltd. Hence it is playing a key role in success of the company. I am very much thankful to my internal guide Dr. Proper management of marketing Strategy is very much important to maintain the continuous flow of the business operations.B.B. nothing marked the restaurant sector. Thus this summer internship program is very helpful in getting experience of working in a real practical world. Only studying of management theories do not serve the purpose of our M.A program. Kavita Kshatriya and to my external guide Shilpa Nair marketing manager of company for giving me guidance in undertaking research work and in preparing my project report. Getting of practical knowledge is equally important as getting of theoretical knowledge. This summer internship training is the part of our M.
Page | 5
. My deepest sense of reverence and ineptness to our Dr. Her scholarly intellect. I am also thankful to my external guide Shilpa Nair and all other staff members of Anil hospitality venture Ltd.L.S Institute of Computer Technology. Ahmedabad. immense zeal for hard work.ACKNOWLEDGMENT
A pleasant task of reciprocating by words to those who helped me directly or indirectly in shaping this project work is constrained only by a limited space for describing the nature of debts to each one of them. profile persuasiveness and insistence on reality have always been and shall always to be a guiding light in the darkness of our ignorance. inspiration. for providing me invaluable guidance during my project work. invaluable guidance. Hitesh Ruparel Director of G. kavita kshatriya for her keen interest. I express my deep sense of gratitude and ineptness towards Dr. I express my deepest sense of regards to all my faculty members for their co-operation during the study of project. perfection and a positive outlook towards the subject. I express my cordial thanks to my friends and all my classmates who have directly or indirectly helped me during the project.
Its aspects in the company and the calculation of the operating cycle from which we can understand the company‟s condition . This project starts with the introduction of the restaurant industry and the company. SWOT analysis.B.
Page | 6
In this development and changing world. I feel proud for being a student of M. Other than that analysis of the customer satisfaction to the relevant to the restaurant . This project is based on research and competitive analysis of Amazo restaurant. That also been a promotion strategy for amazo restaurant. Analytical part of the report contain company‟s & competitors part of strategy for the part of what they are doing to attract the customers . findings and porters five force strategy. Ahmedabad.A full time course offered by Gujarat Technological University. and the marketing component to be related to marketing of amazo. basics of what company is doing to retain its customer and other various schemes that they introduced.
No.2 Objectives of study 1.4 Research design 1.4 Growth of Restaurant industry in India 3.5 Usefulness & limitations
Company introduction 2.3 Research methodology 1.1 Overview of company
Restaurant industry 3.1 Statement of problem 1. 2 3 4 5 6 9 10 10 11 12 13 14 15 21 22 23 37 51 55 58
Project Introduction 1.5 Restaurant Industry analysis Competitive Analysis
Page | 7
. No.3 Types of Cuisines 3.INDEX
Sr. I II III IV V Particulars Certificate Declaration Preface Acknowledgement Executive Summary Page.2 Types of Restaurants 3.1 Introduction of Restaurant industry 3.
6 SWOT Analysis 4.1 Analysis of questionnaires 5.1 Introduction about competitive analysis 4.5 Promotion Mix Strategy of Amazo 4.7 Porter‟s five force analysis 4.8 Marketing Components of Amazo Data analysis 5.4 Comparison of competitors with Amazo 4.2 Introduction about Amazo 4.3 Competitors of Amazo 4.2 Hypothesis
59 60 61 68 70
73 74 76 79 80 99 100 101 102 103
CH-6 Ch-7 Ch-8 Ch-9
Conclusion Suggestions Bibliography Annexure
Page | 8
1 PROJECT INTRODUCTION
Page | 9
To understand in brief an overall scenario of company‟s strategies for their restaurant.
Page | 10
. But the main aim of our research to find out the truth that is hidden and which has not been Discovered as yet. Our research study has following objectives:PRIMARY OBJECTIVE: To know about the competitive position of Amazo restaurant in competitive market. To examine the current awareness level of different outlets of the restaurant.1.1 STATEMENT OF PROBLEM
To study and analyze the current marketing strategy adopted by firm for Restaurant. To examine the current market Competition. SECONDARY OBJECTIVE: To explore new sources for increasing revenue.2 OBJECTIVE OF THE STUDY
Each research study has its own specific purpose. It is like to discover to Question through the application of scientific procedure.
Gurukul Location wise samples and in each sample unit there are 25 samples of customer satisfaction. Accordingly. Data collection instrument :.company‟s website. Navarangpura . Sample Unit :. journals & Business Magazines.3 RESEARCH METHODOLOGY
Population :. however.Ahmedabad City.The percentage of respondents for each alternative will be given and analyzed. And for general restaurant questionnaire 20 samples. secondary data will also be collected to augment the studies. the researcher will adopt the survey type of research in which a sample from the target population will be used for the study.The researcher will collect data by administering a questionnaire.It obvious from the definition of the population above that a census is not feasible in this study. Sample size :. Newspapers. The data collected will be analyzed.The focus of study is on attitudes and satisfaction .
Page | 11
.Questionnaire fill up of customer & general restaurant Questionnaires.1. Paldi . Secondary data:. Research instrument :. company‟s past analysis data. Data Analysis:-The responses to the structured close-ended questions will be rated in percentages . Sampling Technique:.Based on current customers and potential want to be customers and generalized random sampling unit.The importance of primary data cannot be over-emphasized.Satellite. Data Collection :.
Descriptive Research: . Avoid long and complex sentences.1. Sometimes too many questions can mislead the targets. service or any other factor.Descriptive research includes surveys and fact finding enquires of different kinds. Before making a questionnaire you have to be clear in your mind about the purpose of making the questionnaire. TYPES OF RESEARCH The research is based on Descriptive research. You can collect information from many people at a time which can be evaluated easily using tabulation and conversations. You should stick to your goal while writing the questions and be specific and pragmatic. The major purpose of descriptive research is description of the state of affairs as it exists at present. options and time to think for the consumers. Give choices. Also it consumes a lot of time for evaluation and analysis. Think about the input you want. Researcher has no control over the variables of this type of research. the reason for it and how it can be obtained. Questions related to private life of people should not be included. You can make a rough note of all the things you are expecting from a questionnaire.
Page | 12
.4 RESEARCH DESIGN
Questionnaires are used to collect data about a particular product .
this made the study a narrow one. It will help to the customers to get a brief idea about the restaurant cafeteria & gelato. Because of the confidential information could not be collected.5 USEFULNESS & LIMITATIONS
Research will help the management students to understand the Company‟s marketing strategy for restaurant . LIMITATIONS There are various limitations of my study which are as follows:
The main limitation of my research is that performance evaluation was limited to the mentioned analytical tool. It will help to the company to know about its current situation in the restaurant market . cafeteria & gelato.
Size of the research may not be substantial.
The survey was carried through questionnaire and the questions were based on perception.
Page | 13
. There was lack of time on the part of respondents. It will also help to all those other people who are interested in studying competitive analysis on restaurant.1.
2 COMPANY’S INTRODUCTION
Page | 14
which relies on our strength. APL is country‟s leading Manufacturer & Supplier of Starch (Native / Modified Starch) to its customers in India and across the Globe. families and our corporate customers to achieve stability and healthy. clients and customers across the world. Today.1 OVERVIEW OF THE COMPANY
The ANIL Hospitality Venture Limited is the unit of Anil group based in Gujarat & focus on hospitality domain.
Page | 15
. It currently caters to the eating Out needs and operates food outlets across various formats. the Anil Group offers and serves individuals. As part of its initiatives. expertise and wisdom to help them navigate their chosen route to sustainable long term success. long-term success.2. Anil Group is well known as for its Flagship Company Anil Products Limited (APL). Starting with Corn Wet Milling business in late 30s. the ANIL Group has worked on the strategy of expansion and growth in the related businesses thereby maintaining leadership in highly competitive market. The ANIL Group is Business Conglomerate with diversified commercial interest and activities to reach out to maximum number of people and offer services to large section of clientele. which is India‟s oldest & finest Corn Wet Millers and enjoys leadership position in the industry segment. Our fundamental role at the ANIL Group is to enable individuals.
From a humble start of 1 ton / day grinding operations in the beginning.
Page | 16
. it was a part of LALBHAI group. Situated in the prime location of Ahmedabad in Gujarat state. was conceptualized and founded by Late Shri Chinubhai Manibhai Sheth. Flavors‟ for food confectionaries / pharma / beverages and neutraceuticals) Commodity trading business (agriculture & energy) Hospitality (chain of multi-cuisine restaurants) Piston manufacturing (automobile engines. as part of its diversification plan and restructuring exercise. namely Starch Manufacturing (industrial starch & edible starch) Fermentation and Bio-Products (Enzymes. cultural and education development of the city of Ahmedabad and Gujarat state. a group that plays an important role in the commercial. the ANIL group expanded its reach in several industrial categories. Currently. a business conglomerate with presence in diversified industry products. under the brand of Anil Starch Products Limited. ANIL group is known to have one of the oldest and largest units in the country. the manufacturing facilities and the infrastructure has country best known professionals working with ultra-modern technology and quality-controlled processes being executed. Earlier. the capacity witnessed exponential growth and touched 550 tonnes per day mark.HISTORY The ANIL group. However. the unit produces a complete range of starch products which caters to the wide range of 30 end user industries. industrial engines and agricultural engine) In the Corn Wet Milling business.
Page | 17
. Social Responsibility to community. 2. 3.Vision and Corporate Philosophy
Vision "To be India‟s leading Business Group with global outlook offering innovative value added Products and Services through Technological. Conceptual and Execution Excellence. Products and Services
. nation and environment." Corporate Philosophy ANIL Group has evolved in four ways: 1. 4. Adherence to Ethics and Business Practices. Emphasis on people and collaborative relationships. Relentless commitment to improvement. Growth of existing businesses Diversified in new businesses Unified and strengthened the brand Developed employee base organically and inorganically Management
Professional Leadership with an Entrepreneurial Mindset. Uncompromising quality.
1. Amazo outdoor catering
Page | 18
.ANIL HOSPITALITY VENTURE LTD. Amazo Cafe
3. Amazo Restaurant
Anil hospitality venture limited is divided into four branches. Amazo Gelato
SCHEMES OFFERED BY AMAZO TO THEIR CUSTOMERS
Page | 19
Page | 20
CH-3 RESTAURANT INDUSTRY
Page | 21
Nonetheless. there are a number of unique factors to consider when making investment decisions regarding this large and segmented industry. Thus.
Page | 22
. but also a wide array of small. Indeed. Competition between restaurants is intense.1 INTRODUCTION OF RESTAURANT INDUSTRY
Restaurant companies are essentially retailers of prepared foods. And. restaurant meals are discretionary purchases. and their operating performance is influenced by many of the same factors that effect traditional retail stores. And. in favor of home cooking. and the array on the Value Line page is the same as that of a standard industrial company. since dining options abound. and the industry tends to be highly cyclical.3. altogether. it is relatively easy to forgo prepared foods. For the most part. local establishments. of course. Competitors include everything from delis and pizzerias to fine-dining restaurants. restaurants have business models that are relatively easy to understand. while there are certainly dominant players in this industry (especially among fast-food purveyors). which is usually a less expensive option. virtually every restaurant location must compete not only against other publicly traded chains. no one company has the market cornered.
so the "sit-down" qualification is not usually necessary. the term restaurant almost always means an eating establishment with table service. preparation methods and pricing. Outside of North-America. the terms fast casual dining restaurants. typically served by a waiter. a retronym for the older "standard" restaurant was created. Sit-down restaurants are often further categorized as "family-style" or "formal". Restaurants fall into several industry classifications based upon menu style. Additionally. Most commonly. "sit-down restaurant" refers to a casual dining restaurant with table service. Following the rise of fast food and take-out restaurants. where one orders food at a counter.
Page | 23
. and casual dining are not used.2 TYPES OF RESTAURANTS
There are various types of restaurants. rather than a fast food restaurant. Fast food and takeaway (take-out) outlets with counter service are not normally referred to as restaurants. Junk food establishments would also not often be referred to as a 'restaurant'. restaurant referred only to places that provided tables where one sat down to eat the meal.3. In British English. Historically. family style. sit-down restaurant. how the food is served to the customer helps to determine the classification.
Fast casual restaurants do not offer table service. Operations range from small-scale street vendors with carts to franchised mega-corporations like Maccas.
2.Bistro and brasserie
In France. while other restaurants focus on a specific type. A bistro is a familiar name for a cafe serving moderately priced simple meals in an unpretentious setting. or Swedish.
Page | 24
. especially in Paris.The followings are the different types if the restaurant . the term bistro usually indicates either a fast casual dining restaurant with a European-influenced menu or a cafés with a larger menu of food. The quality of food and prices tend to be higher than those of a conventional fast food restaurant but may be lower than casual dining. Often the range of cuisine can be eclectic. Chinese.Fast food
Fast food restaurants emphasize speed of service. bistros have become increasingly popular with tourists. a brasserie is a e doubling as a restaurant and serving single dishes and other meals in a relaxed setting. When used in English. but may offer nondisposable plates and cutlery. such as home-cooking.
Different types of fast casual restaurant
and dessert and fruit. soup. In the United States.Buffet and smorgasbord
Buffets and smorgasbord offer patrons a selection of food at a fixed price. In some areas cafes offer outdoor seating. The selection can be modest or very extensive. Sizzler is another prominent restaurant offering a buffet. Home Town Buffet popularized the "scatter buffet". and sometimes the ordering and refill of drinks. Inc. The role of the waiter or waitress in this case is relegated to removal of finished plates. Fresh Choice. are not restaurants due to the fact that they primarily serve and derive the majority of their revenue from hot drinks. Food is served on trays around bars. Cafe
Cafes are informal restaurants offering a range of hot meals and made-toorder sandwiches. CiCi's Pizza. which features food products presented in pans.
Page | 25
. from which customers with plates serve themselves.
3. So plantation /Sweet Tomatoes‟ . and Home Town Buffet. Country Buffet. Poncho‟s Mexican Buffet. hot entrées.2 .. is a large buffet chain corporation which owns Old Country Buffet. Coffee shops. which refers to the layout of separate food pavilions. with the more elaborate menus divided into categories such as salad. Other American restaurant chains well-known for their buffets include Golden Corral. Ryan's and Ponderosa Steakhouse. Many cafes are open for breakfast and serve full hot breakfasts. cold entrées. appetizers. while similar to cafes. Buffets. Gatti's Pizza.
who stir-fries the food on a large griddle and returns it on a plate or in a bowl to the consumer.
7. A typical pub has a large selection of beers and ales on tap. typically a limited selection of cold foods such as pastries and perhaps sandwiches are offered as well. this form of restaurant is not Mongolian. Traditionally. Mongolian barbeque
Despite the name.
Page | 26
. Customers create a bowl from an assortment of ingredients displayed in a buffet fashion. Their distinguishing feature is that they allow patrons to relax and socialize on their premises for long periods of time without pressure to leave promptly after eating. pubs were primarily drinking establishments with food in a secondary position. The bowl is then handed to the cook. Coffeehouse
Coffeehouses are casual restaurants without table service that emphasize coffee and other beverages. actually derived from Taiwan and inspired by Japanese . known for their high-quality pub food and concomitantly high prices. to the point where gastro pubs are often essentially fine-dining establishments. a pub (short for public house) is a bar that sometimes serves simple food fare. Pub
Mainly in the UK and other countries influenced by British culture.4.Destination restaurant
A destination restaurant is one that has a strong enough appeal to draw customers from beyond its community. and are thus frequently chosen as sites for meetings. whereas many modern pubs rely on food as well.
They are frequently. Except for buffet-style restaurants. Casual dining comprises a market segment between fast food establishments and fine dining restaurants. but not necessarily. a larger beer menu and a limited wine menu. The prices in casual dining restaurants are usually not that high. This type of restaurant caters to almost all kinds of people.Family style
Family style restaurants are a type of casual dining restaurants with diners seated at a communal table such as on bench seats. particularly in the United States.
4. People go here to be able to have a lot of food choices and enjoy the relaxed kind of atmosphere. casual dining restaurants typically provide table service. Casual dining restaurants usually have a full bar with separate bar staff. These restaurants tend to be single-family businesses. part of a wider chain. Entrepreneur Norman Brinker was the "father" of casual dining.
Page | 27
. including young children and the elderly. The menu may include items targeted toward multiple age groups.3.Casual dining
A casual dining restaurant is a restaurant that serves moderately-priced food in a casual atmosphere.
Food portions are smaller but more visually appealing. For lacto vegetarianism. including dairy products as well as honey. For lacto-ova vegetarianism (the most common type of vegetarianism in the Western world).)
Page | 28
. The wait staff is usually highly trained and often wears more formal attire. vegetables.5.Fine dining
Fine dining restaurants are full service restaurants with specific dedicated meal courses. etc. Fine-dining restaurants are almost always small businesses and are generally either single-location operations or have just a few locations. nuts. and even some refined sugars if filtered and whitened with bone char. The strictest forms of vegetarianism are veganism and fruitarians.Multi cuisine vegetarian restaurant
Vegetarian cuisine refers to food that meets vegetarian standards by not including meat and animal tissue products. the earliest known type of vegetarianism (recorded in India). Decor of such restaurants feature higher quality materials with an eye towards the "atmosphere" desired by the restaurateur. which exclude all animal products. Vegetarian foods can be classified into several different types:
Traditional foods that have always been vegetarian (Cereals/grains. fruits. Fine dining restaurants have certain rules of dining which must be followed by visitors
6. eggs and dairy products such as milk and cheese are permitted. dairy products such as milk and cheese are permitted.
Vegetables (fresh or pickled) and mushrooms though some strict Indian vegetarians do not eat mushrooms). derived products such as flour (dough.
Food suitable for several types of the vegetarian cuisine:
Dairy products (milk. buckwheat. soy milk. corn. lentils. butter. triticale. Vegans may also use analogues for eggs and dairy products. etc. tofu. oats. yogurt (excluding yogurt made with gelatin).
Textured vegetable protein (TVP). Spices and herbs. and TVP). bread. fonio. Meat analogues. quinoa.
Page | 29
Foods used in vegetarian cuisine
Food regarded as suitable for vegetarians typically includes:
Cereals/grains: maize. barley. Other foods such as seaweed. mil let. made from defatted soy flour. peanuts) Tree nuts and seeds. texture. wheat. rye. and appearance of meat and are often used in recipes that traditionally contained meat. peas. baked goods). derived products such as vegetable fats and oils. cheese (except for cheese containing rennet of animal origin).) – not eaten by vegans and pure ovo-vegetarians
Eggs – not eaten by vegans and pure lacto-vegetarians Honey – not eaten by most vegans. rice. pasta. often included in chili and burger recipes in place of ground meat. sorghum. Fruit (fresh or dried) Legumes: beans (including soybeans and soy products such as tempeh. hempseed. chickpeas. which mimic the taste.
The food usually takes a backseat to the presentation of the theme. The popular Rainforest Cafe restaurants have the obvious theme of a "Tropical Rainforest". food. contexts. The most notorious of them is Hitler's Cross. influencing the architecture.
Page | 30
. One strange but famous theme restaurant in Berlin. and the restaurant which kicked off the theme restaurant fad. Many people consider the Rainforest Cafe to be the prototypical theme restaurant. Medieval Times has its theme of "Medieval Europe". and overall 'feel' of the restaurant. an almost cartoonish exaggeration of an idea.Theme restaurant
Theme restaurants are restaurants in which the concept of the restaurant takes priority over everything else.7. Popular chain restaurants such as Applebee's or Bennigans – despite having a distinct and consistent style throughout their locations – would not be considered to be theme restaurants by most people. and these restaurants attract customers solely on the premise of the theme itself. easily articulable concept that can be summed up in a few words at most. The Jekyll & Hyde Club evokes an atmosphere of Jack the Ripper and Victorian horror novels. Theme restaurants have an instantly recognizable. music. in Mumbai. India. Some theme restaurants use controversial images. or ideas. Germany is called "Dasklo" (German for "The toilet") it depicts the insides of a toilet.
2007 at age 84. such as Universal Studios. a Texan who served as a bomber pilot in World War II and who died on October 29. he decorated restaurants as Polynesian islands. Souq 2. Almost all of his restaurants were in Southern California. since the theme soon becomes stale to locals. The father of the theme restaurant. Specialty Restaurants. and the focus is not necessarily placed on good food and service. The villege 4. Jungle Bookh 3.Theme restaurants often depend on tourist business. Beginning in the 1960s. New England fishing villages and French farmhouses (barricaded with sandbags to protect against German bombardment). Rajwadu
Page | 31
. credited as being the pioneer of the genre. Vishala 5. Florida have better chances of supporting theme restaurants. His Proud Bird restaurant at the Los Angeles International Airport had headphones at each table so that diners could listen to control-tower chatter. Certain tourist destinations such as the Mall of America or Orlando. grew to revenues of $185 million at its peak in 1980. His company. Theme restaurants are generally common at theme parks. Some well known theme restaurants Of Ahmedabad
1. was David Tallchief.
a Mortar burger or a Terrorist meal (which happens to be vegetarian). You can order yourself an M16 Carbine meat sandwich. Manager Yussef Ibrahim says that the theme reflects the mood of the city during Lebanon‟s 2006 war with Israel.Buns and Guns: – Beirut. most are amused. Lebanon:At Buns & Guns in Beirut. Displayed at the entrance is the restaurant‟s slogan. Lebanon.Some Theme restaurants
1. “Sandwiches Can Kill You”. everything is military themed – from the décor and names of the menu items to the helicopter sounds that play constantly in the background. and that while some patrons may find it disturbing.
Page | 32
India. in Mumbai. and the „o‟ in „cross‟ on the restaurant‟s large illuminated sign contained a swastika. understandably provoked a lot of anger from the community when it debuted in August of 2006.Hitler’s Cross – Mumbai.2. On display was a giant poster of Hitler. the restaurant was forced to change its name to the ambiguous „The Cross‟ and remove all Hitler and nazi memorabilia. Just one week later.
Page | 33
. India:„Hitler’s Cross‟.
It‟s not about the food here – which is usually overpriced and less than appetizing. uh. including this one called „@home‟.Maid Cafes – Tokyo.
Page | 34
. ear cleaning. Giggling women in cartoonish maid costumes call patrons „master‟ and pat them on the heads like babies. of course) and. like spaghetti topped with ketchup. It‟s about the service. which often includes playing games like Barrel of Monkeys (for a fee. Japan:Those with maid fetishes and fans of Japanese „otaku‟ (geek) culture can enjoy a meal like no other at one of the many maid-themed cafes in the Tokyo area.3.
Hobbit House – Manila.4. check your political correctness at the door – this is one group of little people who are okay with being referred to as hobbits. Don‟t expect to find the sort of lush Middle Earth scenery that filled the movies.
Page | 35
. the Hobbit House was founded in Manila by former Peace Corps volunteer and Tolkien fan Jim Turner. however – what you‟ll encounter instead if you stop to dine at the Hobbit House is a staff of „the smallest waiters in the world‟. Philippines:Long before the Lord of the Rings trilogy debuted on theatre screens. That‟s right.
as the restaurant was not open long. it was centered around automation – customers ordered via touch screens. talking robots wearing aprons or anything really fun like that. Alas. Germany cut out wait staff altogether. Rather.Robot-Staffed Restaurant – Nuremburg.
Page | 36
.5. and moments later the food traveled to their tables on a spiral slide. they weren‟t walking. relying. It might have saved diners money on tips. Germany:One restaurant in Nuremburg. but apparently the concept didn‟t go over too well.
many of which are native to the country. gorditas. cilantro. Chipotle. Many Mexican dishes also contain garlic and onions. epazote. CHINESE CUISINE 5.3. oregano. The cuisine of Mexico has evolved through the centuries through a blending of indigenous and European elements since the 16th century. a dough for tamales.
Page | 37
. cinnamon. ITALIAN CUISINE 3. tortillas. is also common in Mexican cuisine. PAN ASIAN CUISINE 4. ELEMENTS The staples of Mexican cuisine are typically corn and beans. The most frequently used herbs and spices in Mexican cuisine are chilli powder. MEXICAN CUISINE 2. Corn is also eaten fresh. colorful decoration.smoke-dried jalapeño chilli. It is known for its varied flavors. and variety of spices and ingredients. as corn on the cob and as a component of a number of dishes. and many other corn-based foods. Corn is used to make masa. INDIAN CUISINE MEXICAN CUISINE HISTORY Mexican cuisine is a style of food that originates in Mexico.3 TYPES OF CUISINES
1. In November 2010 Mexican cuisine was added by UNESCO to its lists of the world's "intangible cultural heritage. Squash and peppers also prominent in Mexican cuisine.
PICTURES OF MEXICAN CUISINE
Page | 38
ITALIAN CUISINE HISTORY Italian cuisine has developed through centuries of social and political changes.
Page | 39
. Byzantine. Italian cuisine has developed over the centuries. has become important in Italian cuisine. with roots as far back as the 4th century BC. Although the country known as Italy did not unite until the 19th century. and is known to be one of the most popular in the world. Italian cuisine in itself takes heavy influences. high-profile chefs. ELEMENTS Ingredients and dishes vary by region. Coffee. now central to the cuisine but not introduced in quantity until the 18th century. political upheaval and the discovery of the New World have influenced one of the premiere cuisines in the world. abundance of difference in taste. specifically espresso. the cuisine can claim traceable roots as far back as the 4th century BCE. ancient Roman. including Etruscan. conquerors. bell peppers and maize. Jewish and Arab cuisines. Italian cuisine is noted for its regional diversity. neighboring regions. Many dishes that were once regional. with many variations and Denominazione di origin controlled (DOC) laws. Significant changes occurred with the discovery of the New World with the introduction of items such as potatoes. Cheese and wine are a major part of the cuisine. Through the centuries. have proliferated with variations throughout the country. ancient Greek. however. with influences abroad. tomatoes.
PICTURES OF ITALIAN CUISINE
Page | 40
Sri Lanka and Pakistan as well as several other countries in this region of the continent. Brunei. VietNam. and the Philippines. PICTURES OF PAN ASIAN CUISINE
Page | 41
. Central Asian and Middle Eastern. Indonesia. Burma. India. Southeast Asian which encompasses Cambodia. The major types can be roughly defined as East Asian with its origins in Imperial China and now encompassing modern Japan and the Korean peninsula. South Asian derived the states that once made up British India .PAN ASIAN CUISINE HISTORY Asian cuisine styles can be broken down into several regional styles that have roots in the peoples and cultures of those regions. Singapore. Malays ia. Thailand. Laos.
Western Europe and Southern Africa. Hairy crab is a highly sought after local delicacy in Shanghai.
Page | 42
. These styles are distinctive from one another due to factors such as available resources. Hunan. and cultural differences. a variety of foods with different flavours and textures are prepared in different regions of the country. Beijing Roast Duck is another popular dish that's well known outside of China. some of which have become highly popular in other parts of the world – from Asia to the Americas. history. ELEMENTS A number of different styles contribute to Chinese cuisine. as it can be found in lakes within the region. Based on the raw materials and ingredients used. Traditional Chinese cuisines include Anhui. while Sichuan cuisine employs baking. just to name a few. Shandong cuisine. Australia. Fujian. Jiangsu cuisine and Guangdong (Cantonese) cuisine. and wrapping. scalding. the method of preparation.CHINESE CUISINE HISTORY Chinese cuisine is any of several styles originating in the regions of China. Cantonese. One style may favors the use of lots of garlic and shallots over lots of chilli and spices. cooking techniques and lifestyle. Jiangsu cuisine favours cooking techniques such as braising and stewing. Jiangsu. but perhaps the best known and most influential are Sichuan cuisine. Szechuan. geography. Shandong. climate. while another may favors preparing seafood over other meats and fowl. and Zhejiang.
PICTURES OF THE CHINESE CUISINE
Page | 43
INDIAN CUISINE HISTORY Indian cuisine consists of the foods and dishes of India is characterized by the extensive use of various Indian spices. PUNJABI CUISINE 2.
TYPES OF INDIAN CUISINE 1. However. especially those from Southeast Asia and the Caribbean. The colonial period introduced European cooking styles to India. cuisine across India also evolved as a result of the subcontinent's large-scale cultural interactions with Mongols and Britain making it a unique blend of some various cuisines. GUJARATI CUISINE 3. and is also known for the widespread practice of vegetarianism in Indian society. vegetables and fruits. RAJASTHANI CUISINE
Page | 44
. it varies from region to region. reflecting the varied demographics of the ethnically-diverse subcontinent. The spice trade between India and Europe is often cited as the main catalyst for Europe's Age of Discovery. adding to the flexibility and diversity of Indian cuisine. herbs. Hindu beliefs and culture have played an influential role in the evolution of Indian cuisine. As a consequence. Each family of Indian cuisine includes a wide assortment of dishes and cooking techniques. Indian cuisine has influenced cuisines across the world. SOUTH INDIAN CUISINE 4.
It can be non-vegetarian or completely vegetarian. such as Mah Di Dal and Saron Da Saag. One of the main features of Punjabi cuisine is its diverse range of dishes.PUNJABI CUISINE HISTORY Punjabi cuisine is food from the Punjab region of northwestern India and eastern Pakistan. The food is tailor-made for the Punjabi lifestyle in which most of the rural folk burn up a lot of calories while working in the fields.derive from the Punjab. In fact. Many of the most popular elements of Anglo-Indian cuisine . there are different preferences. is cooked using rice. garlic and ginger.such as Tandoor. the area is well known for quality of its milk products. The main masala in a Punjabi dish consists of onion. with liberal amounts of butter and cream with home cooking concentrating on mainly upon preparations with Whole Wheat. with restaurant style using large amounts of ghee. Home cooked and restaurant Punjabi cuisine can vary significantly.
Page | 45
. Tandoori food is a Punjabi speciality especially for non-vegetarian dishes. People in the area of Amritsar prefer stuffed parathas and milk products. Within the area itself. There are certain dishes which are exclusive to Punjab. Naan. rice and other ingredients flavored with masala. ELEMENTS Roh Di Kheer. Rice is cooked for a long time in sugar cane juice. Pakoras and vegetable dishes with paneer . clarified butter.
PICTURES OF PUNJABI CUISINE
Page | 46
sugar. and nuts. daal or kadhi. are commonplace. It is primarily vegetarian. lemon. salty. Main dishes are based on steamed vegetables and daals that are added to a vaghaar. who are predominant in western-India. with diets limited to milk and dried fruits. Khichdi (rice and lentil or rice and mung bean daal). It is common to add a little sugar or jaggery to some of the sabzi/shaak and daal. In mango season. The spices used also change depending on the season. ELEMENTS Staples include homemade pickles.
Page | 47
. depending on a given family's tastes as well as the region of Gujarat they are from. North Gujarat. for example. Regular fasting. Kathiawad. Keri no ras is often an integral part of the meal. and spicy at the same time. lime. The cuisine changes with the seasonal availability of vegetables. and sabzi. which is a mixture of spices sterilized in hot oil that varies depending on the main ingredient. The sweet flavour of these dishes is believed to neutralize the slightly salty taste of the water. The typical Gujarati Thali consists of Roti . Garam Masala and its constituent spices are used less in summer. Cuisine can vary widely in flavor and heat.GUJARATI CUISINE HISTORY Gujarati cuisine refers to the cuisine of the Gujaratis from India. Kachchh. rice. Many Gujarati dishes are distinctively sweet. and South Gujarat are the four major regions of Gujarat that all bring their own style to Gujarati food. and chhaas (buttermilk). Salt. and tomato are used frequently to prevent dehydration in an area where temperatures reach 50C (120F) under the shade.
PICTURES OF GUJARATI CUISINE
Page | 48
garlic. the use of lentils and spices.SOUTH INDIAN CUISINE HISTORY South Indian Cuisine is a term used to refer to the cuisines found in the four southern states of India: Andhra Pradesh. the use of dried red chillies and fresh green chillies. coconut and native fruits and vegetables like tamarind. Kerala and Tamil Nadu. The similarities in the four states' cuisines are the presence of rice as a staple food. PICTURES OF SOUTH INDIAN CUISINE
Page | 49
. plantain. Overall all the four cuisines have much in common and differ mostly in the spiciness of the food. Karnataka. snake gourd. etc. ginger.
Mawa Kachori from jodhpur.RAJASTHANI CUISINE HISTORY Rajasthani cooking was influenced by both the war-like lifestyles of its inhabitants and the availability of ingredients in this arid region. Malpauasfrom pushkar and Rassgollas from Bikaner. Other famous dishes include Bajre ki roti (millet bread) and Lashun ki chutney (hot garlic paste). Rajasthan is known for tough people and tough food. It is also known for its snacks like Bikaneri Bhujia. Alwar ka mawa. Food that could last for several days and could be eaten without heating was preferred. PICTURES OF RAJASTHANI CUISINE
Page | 50
. Mirchi Bada and Pyaaj Kachori.
With more and more foreign tourists coming in.4 GROWTH OF RESTAURANT INDUSTRY IN INDIA
The diverse culinary habits.3. the restaurant industry is expected to grow at a rapid pace and more categories of eating outlets will come up.
Page | 51
. With more and more domestic and foreign tourists going to the popular tourist destination. According to recent surveys. India has also become a consumer market with a huge customer base. This has provided a fillip to the restaurant industry in the country. With the market liberalization policies undertaken by the government. Recent surveys have shown that there has been a growing trend among the Indians to taste various types of gastronomical delights. wide range of cuisines and the diverse cooking techniques are some of the main factors behind the growth of restaurants in India. it has been a boon for the restaurants. With the high standard of living and the change in the lifestyle of the people. more and more consumers are also flocking various restaurants. The growth of the tourism industry has also been a positive factor behind the growth of restaurants in India. India has become one the top five destinations among the 167 popular tourist destinations. This has also led to the growth of restaurants which serve regional and international delicacies.
According to recent surveys, the rate of growth of the restaurant industry in India is expected to be around 4.5 % on an average. A significant number of the workforce in the country is also engaged in the restaurant industry. According to recent surveys, by the end of the year 2012, the overall restaurant industry in the world will employ around 13.3 million people, of which India will have a significant share. However, the main challenge is to enhance the market growth of the industry. Today, the Indian restaurant industry is mainly based in the urban areas the tourist destinations. Efforts need to be made to increase the market in the rural areas as well. There are restaurants in the rural areas but most of them fall under the unorganized sector. A systematic approach is required to increase the target audience in the rural sector. With the open market and liberalization policies, more and more international restaurant chains are also opening their branches in various cities of the country. This has increased the rate of foreign investments in the country having a favorable effect on the overall economy of the country. The foreign restaurants are setting up bases to cater to the vast consumer market in the country. The growth of the restaurants in India has directly led to the growth of fast food eating outlets in the country. The Indian youth of today is very much inclined towards fast food and this has become a major factor towards the growth of these types of restaurants.
Page | 52
Indian Restaurant Chains Have Overseas Expansion on Their Menus Indian chefs aren't very welcome in the United Kingdom these days. New immigration rules have put several stringent restrictions on the hiring of chefs from outside the European Union is likely to hit the £3.2 billion (US$5.24 billion) Indian restaurant industry," reported business daily The Economic Times. Indian restaurants, however, are only too welcome in the U.K. According to food industry estimates, there are more than 10,000 Indian restaurants across the region and the number is growing. Chicken tikka masala regularly emerges on top of U.K.polls as the nation's favorite dish; former foreign secretary Robin Cook anointed it "Britain's national dish." Across the world too, the popularity of Indian food is growing and Indian restaurant chains are following the taste buds. The companies are small compared to the large U.S. chains. But with the diaspora as a captive customer in the beginning, the Indian companies are testing the waters. "Some domestic companies, after having a successful and stable operation in India, are looking for joint ventures, "according to a 2010 National Restaurant Association of India (NRAI) white paper. Among the names mentioned are Moti Mahal, Bikanerwala, Bukhara and Sagar Ratna.
Page | 53
Experimenting Beyond Curries
The overseas journey for Indian restaurateurs has been triggered by a host of factors. Business owners see a lot of potential because of the Indian Diaspora, consultants note, and Indian food id also gaining acceptance worldwide. "People are willing to experiment beyond curries," says Pratichee Kapoor, associate director at Technopak , a New Delhi-based research and consulting firm that released a white paper on the food industry last year. Along with China, the Indian economy, too, has been the global flavor of the season; Restaurateurs want a piece of the action. The latest is Starbucks, which brewed a deal with Tata Coffee in January, while others like Dixie Chicken British-owned chain specializing in chicken, Hooters, Grand Canyon Coffee and Burger King are also investing in India. This has given them the heft and confidence to embark on a global expansion. "India is the toast of the season, and restaurateurs want to leverage the popularity of Indian cuisine abroad," notes Pinakiranjan Mishra, partner & industry head (retail and consumer product practice) at Ernst & Young. The entry of foreign players obviously impacted Indian food chains in a big way. The homegrown brands spruced up their menus and upgraded their standards in food, hygiene and service, besides refining the art of marketing eateries. This has given them the heft and confidence to embark on a global expansion.
Page | 54
3. Investors should also pay attention to trends in the dollar value of the average guest check. it becomes increasingly difficult to capture benefits. is a valuable metric to examine when analyzing restaurants. Product innovations and menuprice increases are two of the most common ways to increase same-store sales. 2. at times. most profitable locations are established first. beef and dairy. chicken. The best. Comps are particularly important once a company reaches maturity. can move
Page | 55
. however. Furthermore. promotions and limited-time offers are widely used to attract diners. and then managers must be careful not to place restaurants too close together. Margins Management's execution and ability to deliver a menu that appeals to a wide range of palates go a long way toward determining a restaurant's margins. Most companies in this industry have operating margins in the mid.5 RESTAURANT INDUSTRY ANALYSIS
1. or "comps". Comparable-store sales. since they become the primary driver of growth. can fluctuate wildly. as this can shed additional light on what exactly is driving sales. Opening new doors is a straightforward strategy. such as corn. opening locations and boosting same-store sales. Remodeling existing locations is another way to boost guest traffic. and net profit margins in the mid. lest they cannibalize each other's sales. SALES Top-line growth is typically generated in two ways. As a chain grows in size. Prices for staples.to high-single digits. and usually the main driver of revenue when a company is in its early stages.to upper teens. Food costs are obviously an important line item and.
The same general factors discussed above dictate the performance of each group. being less dependent on macroeconomic conditions. Employees that fall into this category are usually fast-food workers.greatly. who make the lion's share of their money through tips. there are a number of large players that focus on niches. such as sandwiches and pizza. Servers. workers earn modest salaries. are better defensive investment plays. In addition to expansive hamburger chains. so a vast network of stores is essential to success.
Page | 56
. Labor is another major cost for service-oriented restaurants. Casual Dining Restaurants can be loosely broken down into two broad categories: fast food and casual sit-down establishments. are usually paid even less. dishwashers and bus boys. often at or just slightly above governmentmandated minimum wages. Fast Food vs. their convenience and value make them attractive options for diners seeking inexpensive meals or for those trading down from casual-dining establishments. feed costs and other external demand factors. In a recessionary environment. depending on factors like crop yields. Fast food is responsible for most of the industry's international sales. Typically. Fast-food restaurants. Consequently. but sit-down restaurants tend to be more expensive. Convenience is a major part of the fast-food business model. making them even more sensitive to consumer budgets and the health of the economy. 3. changes to federal or state minimum-wage laws can have a noticeable impact on a restaurant's costs and margins.
A well-know brand name provides a huge leg up when expanding overseas. use most of their cash flow for expansion. fast-food retailers can sometimes provide more shelter in a down economy. and their stocks may offer attractive 3 to 5year appreciation potential to the more venturesome. However. which appeal to most diners. so broad economic conditions often play an outsized roll in the group's overall performance. fledgling companies. with new or unique formats. Most are cyclical. 4. Conservative investors might find the stocks of mature operators appealing as growth-and-income holdings.Foreign markets offer vast growth potential for companies willing to take on the challenge of finding a successful formula that appeals to a wide array of customs and tastes. which is one reason why fast-food makers dominate the international arena. as are the factors that effect their performance. Investment Considerations Restaurant stocks have a number of attractive attributes. Conversely. The convenience of these restaurants and their typically inoffensive menus. Their business models are easy to understand.
Page | 57
. are other pluses.
Ch4. COMPETITIVE ANALYSIS
Page | 58
many enterprises operate on what is called “informal impressions. implementation.1 INTRODUCTION ABOUT COMPETITIVE ANALYSIS
Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. Using that information to predict competitive behavior. This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats.” As a result. Instead. traditional environmental scanning places many firms at risk of dangerous competitive blind spots due to a lack of robust competitor analysis. conjectures. 2. Competitor analysis is an essential component of corporate strategy. and intuition gained through the tidbits of information about competitors every manager continually receives. Competitor profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation.
Page | 59
. Competitor analysis has two primary objectives:1. monitoring and adjustment. It is argued that most firms do not conduct this type of analysis systematically enough.4. Obtaining information about important competitors.
Chicken in Hot Peanut Sauce and Fish Balls with Oyster Mushroom. pan asian About this restaurant:This multi-cuisine family restaurant is situated opposite the Jodhpur Park Post Office on the first floor of an apartment. Chilly Garlic Mushroom. Hara Sanzi Biryani.2 Introduction About Amazo
Logo of the restaurant: Kind of the food they serve:. ask for Tandoori Murgh with Mexican Rice. Fagitas. In the main section. They offer Indian. French Onion Soup. they cater to a special Bengali menu.4. although they prefer to converse in Bangla. Fish Orly. Panchwati Salad. try Amazon-e-Shorba. In the sizzlers section. Prawn Satay. Mexican . European and Mexican delicacies. Lucknowi Sheek Kebab. Jhad Thai. Murgh Haseena Shorba. The food is worth pepperazzir money. In the Thai section. We would also recommend Broccoli in Chilly Oyster Sauce. Chinese. Prawn Green Curry. Roast Chicken with Honey and choice of sauce. Jasta Kebab. Thai. Moti Dania Shorba. besides the Crispy Chili Baby Corn. The staff is amicable.Italian . European food lovers should ask for Vegetable Cold Slaw Salad.
Page | 60
. go for Chicken Satay. On Sundays.
Little Italy is for the bruschetta . Little Italy literally provides pepperazzi with an Italian ambience in pepperazzi‟s own backyard.they also have a good tiramisu . As far as traditional pizzas are concerned. Italian food in pleasant atmosphere and a décor to match. Pavarotti. necessarily alcohol free in this dry state but quite palatable.Little Italy:-
Logo of the restaurant: Kind of the food they serve:. Indian . is an exclusive item served here. True to its name. a smooth combination of Italian sauces and pastas. pastas in various sauces and the wood-fired oven thin crust pizzas. It is ideal as a friendly hang-out zone. meaning the thick one.
Page | 61
. Risotto Fromaggi is a must eat for the true gusto Italiano. Penne Pasta with al Arabbiata sauce remains a favourite of the localites.3 COMPETITORS OF AMAZO:1. Continent About this restaurant:This restaurant and banqueting vanue offers good vegetarian .Italian . lasagna . Their saffron risotto is also quite popular and it should not be missed .4. Try out the Masala Mafia.
a speciality here is their Water Chestnuts in Plum Sauce. Pepperazzi has a good choice of soups: cheesy and creamy Jalapeo Soup. pepperazzi have the option of dining in corners where pepperazzi are not easily seen and there is a sign that tells pepperazzi to watch out for the cameras. Most of their food is above average. There are some unusual touches like a white board where diners can leave their comments. Sundried Tomato Risotto which is a bit overpowered with cream and tomato. a Crostini dressed with sundried tomato and topped with potato. Vegetables in a Thyme Broth. among others. Potato Dumplings in Paprika. Among the mains. Spinach and Garlic Soup. Therefore. Among the entres. Chow Almonds with Fried Noodles are a few items.Italian . Thaistyle Vegetarian Coconut Soup flavoured with Asian spices. Burnt Garlic Fried Rice. They also have the Mediterranean Mezze Platter. Stuffed Mushroom with a tangy orange sauce and Cheesy Spinach Balls with a basilbased mayo dip.
Page | 62
. the Chickpea.pepperazzi: Kind of the food they serve:. indian About this restaurant:The name of the restaurant is supposed to suggest that anyone who comes to eat here is a celebrity or a potential celeb that the newspapers want .2. the Mexican-style Chilli Paneer Fried Rice.Chinese . Mexican . Japanese . Veg.
3. Vegetables And Beans. and feel absolutely relaxed. Chinese along with Indian. lounge-like decor of the stylish restaurant. eating out can be an experience if basil are in Basil. the Nachos. Do not forget to try their waffles! The Chinese Dim Sums And Soups are quite popular as well. Pastas And Pizzas are highly recommended. main course and desserts on Sundays. Best known for its Italian and Mexican food. Lebanese. They have an amazing variety of International Vegetarian Cuisines including Mexican. The pastas in white sauce and thin-crust pizzas loaded with Mozzarella Cheese remind basil of the authentic pizzas and pastas served abroad. Basil.Mexican . European . The Nachos come with generous offerings of Cheese.
Page | 63
. Yes. Don't worry as the staff is very courteous and basil will be guided through the menu that suits basils needs and preferences. Italian.Basil: Kind of the food they serve:. Thai.pan asian About this restaurant:Basil can simply soak in the air-conditioned. The service is fast and the food worth enjoying! They also have fixed lunch menus consisting of starters.
5. Sensitive to the needs of their vegetarian guests the vegetarian meals are always prepared separately. Chinese . meat and poultry are all cooked in the authentic North West Indian style.
Page | 64
. north indian About this restaurant:Walk into Tomato's and customer would feel as if customer have walked into an oversized tomato. where breads.Indian . They also have a vast wine list. fish. you cannot leave without tasting their curries. The red walls and larger than life pictures of Elvis Presley and Madonna all over the place make it quite an experience to remember! Customer will certainly enjoy the well-chilled. with a fantastic selection from around the world. Chinese . Mexican .Indian . Tomato's is well-loved for its cheesy Nachos as well. European About this restaurant:-
Bawarchi's fare is derivative of traditional Mughalai cuisine focusing around the Tandoor clay oven.4. pub type atmosphere here. A mecca for those on the lookout for wholesome and generous helpings of vegetarian and non-vegetarian Tex-Mex and pizzas. Once customers are in Bawarchi.Bawarchee: Kind of the food they serve:.tomato’s the dinner: Kind of the food they serve:.
Customer Can try their Sunaheri Bhindi. which are Pretty Good but most of the food is Very Spicy and can even be Fiery inform in advance if customer do not like hot food. Thai Curries and Wok Fried Rice in the lit-up Gardens with a live kitchen. There is an air-conditioned Dining room. Paneer Kebab.
Page | 65
. Tofu.Indian . Mexican . For the Main Course. Chinese . Their Stir-Fried Veggies. It is an extremely Popular Evening out for Families. waterside: Kind of the food they serve:. etc. they also have Okay‟s International Faves like Pasta. there's a Fountain Fed Pool in the Centre. Customer may be Hard pressed to get a table on most Nights and during Weekends. Tiranga Paneer and Aloo Lahori. Nachos. Assorted Platter. but it is a bit spare in decor however. Jade Paneer and Baked Spagetti are also popular as are desserts like Fudge Brownie. The Specialties here are Tandoori starters like Paneer Chutneywala.6. and rightly so because of its Ambience and Fairly attentive Staff. At night. thai italian About this restaurant:Waterside has made Excellent use of its Canalside location with Waterfront Pathways going through Lawns.
7.flavors: Kind of the food they serve:- Indian , Chinese , Mexican , Lebanese , Japanese , Italian About this restaurant:Aptly named Flavors, this multi-cuisine diner overlooking the busy 132 Feet Ring Road is all set to halt passers-by looking for an eatery to check out during the weekend. The restaurant has both an indoor and a rooftop dining area. Flavors offers an array of dishes from Mexican, Continental, Thai, Lebanese, Chinese and Indian cuisines. They have a wide spread on weekends, which promises sizzlers, soups and desserts and Tandoori dishes. They also have an a la carte diet menu, specially designed by a dietician, comprising juices, salads, soups, vegetables, starters and desserts. Orders for outdoor catering are accepted, so do call them up when customer are planning a party for customer near and dear ones.
8.not just grill:-
Kind of the food they serve:- ITALIAN, JAPANESE, CHINESE,
PAN ASIAN , INDIAN, EUROPEAN About this restaurant:-
This restaurant, designed like a steakhouse, with a brick-and-wood look, old-fashioned European-style wrought iron lamps and very British pub-style logo, complete with an open-to-view flat-top grill,
Page | 66
Has recently opened and seems to have appealed to Ahmadabad‟s trendy set with quite a hip crowd coming in for dinner around 9pm. They have a number of platters named after the Teppanyaki (Japanese iron grill) on which they prepare food while diners watch the chefs at work. Each platter is a meal in itself as it comes with bread and rice. Try the Vegetables with Japanese-style Peanut Sauce or some of the more Westernized grilled dishes. They also do a pretty good pasta with Pesto Sauce and their Paneer Sizzlers are worth trying as well. 9. La Feasta:-
About this restaurant: Kind of the food they serve:- ITALIAN, MEXICAN , EUROPEAN
A touch of Italy that‟s what La Feasta is all about. There‟s an element of authenticity about the food here. Customer can be sure of that because the chef here is the pride of this place! The ambience goes perfectly with the food, and there is a wide variety of starters to choose from; we recommend the Zuppa Di Cipo. If customer haven‟t tried any Italian dishes before, customer might get confused with the menu list so going for the chefs special is the safest bet. The real treat, however, is the main course which consists of Mexican delicacies too.
Page | 67
4.4 Comparison of competitors with Amazo
1. Average price of meal for 2 person (in Rs.)
Amazo Pepperazzi 700 700 600 Basil Little Italy 800 600 Bawarchee Tomato’ s 600 Water side 600 600 700 Souq Flavors La feasta 900
INFERENCE: As amazo‟s price to related to their competitor some as Bawarchee , la feasta ,little Italy are more to be compared with. And Pepperazzi , basil , tomato‟s , water side , Souq , flavors are either equivalent or less than amazo‟s price to related with. As per this prices suggest that amazo gives the best quality of food to their customers. That‟s how amazo able to retain and sustain their customers . Amazo is being the hub of the quality food to be related to the example of other good restaurant to related with. Waterside , souq , la feasta are also known known for the foods to be related with. The average price of them are also being the normal to be related to be with. All other restaurants other than amazo are also very good at the quality of the food to related with. And the prices are also near by or little higher than amazo‟s.
Page | 68
Italian . Indian . Continent. Chinese
Indian. Bawarchee Tomato’s Water side Chinese . Japanese . Indian . Italian . Thai . Mexican. Italian. Japanese . Italian.
La feasta Indian . Indian.2. Continent. Panasian. Chinese . Mexican . Comparison of Variety of food that competitive restaurants providing:Amazo Pepperazzi basil Little Italy Italian. Thai . Pan asian Indian
flavors Lebanese . Italian . Chinese . continent
Not just grill Indian . European . continent
Mexican. Mexican . indian
Page | 69
Mexican. Pan asian . Indian.
INFERENCE: As per this table suggest that the variety of foods that restaurant are providing to their customers .
Page | 70
. Lebanese . waterside . The most of the restaurant like amazo . Amazo providing the best quality of the food that like people. Indian to related to with. Basil . Italian . Italian . not just grill . little Italy . tomato‟s also known for the food to be related with the quality that they are providing to be related to with . Advertisement 2.
4. flavors providing the most variety of the food to related with customer. continent . Indian . Advertisement Media may be defined as those channels message concerning a product or service are transmitted to target. Just like Mexican . pan asia . Japanese . Chinese food . Sales promotion 1.5 Promotion mix strategy of amazo
There are two types of promotion strategies:1. Pepperazzi is also known as the known for the Mexican .
Amazo uses Media and non-media marketing communication are employed for a pre-determined. usually hoardings and pamphlet to promote itself. 2. magazines.Media selection:Amazo uses print media such as newspapers .
Page | 71
. Amazo uses published web pages in which it presents its product for advertisement and for customer prospective. The advertises usually covers quarter of the newspaper . Ahmedabad mirror and DNA. Amazo has chosen a print media advertising for purpose of its promotion. It advertises in English news papers such as times of india .sales promotion Sales promotion is one of the four aspects of promotional mix. stimulate market demand or improve product availability. The advertisement usually shown in amalgamation of very bright colors. web pages and outdoor advertising such as hoardings and pamphlet to related with. It advertises front and back pages of famous and well known news papers and magazine. limited time to increase consumer demand.
Examples include contests. or distribution channel members (such as retailers). point of purchase displays. coupons. Coupons:. prizes. sales staff.coupons have become a standard mechanism for sales promotions for amazo. wholesalers. product samples. Sales promotion technique Price deal: A temporary reduction in the price for specific season to promote and advertise their brand. It uses Sales promotions targeted at the consumer are called consumer sales promotions. Some sale promotions. are considered gimmicks by many. retailers. Cents-off deal:. particularly ones with unusual methods. and rebates.Offers a brand at a lower price to attract customer for certain festivals. loss leaders. or other organizational customers to stimulate immediate sales. Sales promotions targeted at retailers and wholesale are called trade sales promotions. premiums. freebies.
Page | 72
. Sales promotions can be directed at either the customer. Price reduction may be a percentage marked on the package. It uses Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers.
Growing fast food market. Higher prices of food influenced negative feeling in customer’s mind.
2. Still to became a strong brand name. The degree of rivalry between existing competitors. 4. Increasing sales opportunities in take out business. Quality service of foods.4. 2. O-opportunities 1. Various kinds of innovative schemes. New entrants.
Page | 73
. 3. 2. Variety of Tasty & Quality food.
T-treats 1.6 SWOT ANALYSIS
S-strengths 1. Good Ambience. 2.
7 Porter’s five forces analysis model for Amazo:-
Page | 74
g. Customer switching costs. estate agency.Buyers' willingness to substitute.g. High entry barriers exist in some industries (e. Access to industry distribution channels.g. Key barriers to entry include. components) can have a significant impact on a company's profitability. The threat of new entrants largely depends on the barriers to entry. . shipbuilding) whereas other industries are very easy to enter (e.
Threat of Substitutes:The presence of substitute products can lower industry attractiveness and profitability because they limit price levels. Capital / investment requirements. The likelihood of retaliation from existing industry players. If suppliers have high bargaining power over a company. restaurants).The relative price and performance of substitutes. thereby reducing its attractiveness. The cost of items bought from suppliers (e. . Economies of scale. The bargaining power of suppliers will be high when:
Page | 75
.The costs of switching to substitutes. then in theory the company's industry is less attractive. The threat of substitute products depends on: . Bargaining Power of Suppliers:Suppliers are the businesses that supply materials & other products into the industry.Explanation:Threat of New Entrants:New entrants to an industry can raise the level of competition. raw materials.
Buyers threaten to integrate backward into the industry. Buyers do not threaten to integrate backwards into supply.-
There are many buyers and few dominant suppliers. vendors.8 Marketing components of Amazo
BRANDING:There has been lots of hype over the last few years about amazo‟s branding. Products are standardized. A brand is a promise. A strong brand is one that has alignment between the promise and execution. employees (Internal Customers). It's what customers. the media and all other key constituents come to expect in dealing with amazo‟s restaurant. Suppliers threaten to integrate forward into the industry. We're all being told we need to do more branding and a better job branding. The industry is not a key customer group to the suppliers.
Bargaining Power of Buyers:Buyers are the people / organizations who create demand in an industry The bargaining power of buyers is greater when There are few dominant buyers and many sellers in the industry. Suppliers do not threaten to integrate forward into the buyer's industry . There are undifferentiated.
4. The industry is not a key supplying group for buyers.
Page | 76
. highly valued products. Brand-building is closing the gap between what amazo‟s promise and what amazo‟s deliver. but no one has really stopped to explain what a brand is and how amazo‟s build it.
amazo‟s competition. amazo‟s Internal Customers. It's a lot to worry about.
Page | 77
. but restaurant marketing has to factor these considerations into the overall strategy. DUE DILIGENCE:Amazo‟s marketing doesn't happen in a vacuum. marketing history. financial history. et cetera).S. Positioning is the place amazo hold in the customers or prospects mind relative to the competition (the cheaper choice.). so effective market research and due diligence can help amazo‟s be more effective in amazo‟s restaurant marketing efforts. amazo‟s customers.P.POSITIONING:Positioning is an underleveraged restaurant marketing component. and outside forces that will impact amazo‟sr business. Effective restaurant marketing must be built on a foundation of fact and knowledge about the market. It's a point of differentiation that the competition either cannot or does not claim. the higher quality choice. The USP is the one thing that only amazo‟s can claim. Not even Coca-Cola can afford to market to everyone all the time. Effective positioning involves incorporation of amazo‟s Unique Selling Proposition (U. the industry.
amazo want to conduct an analysis of amazo‟s menu. and profitable.level or below.MENU MIX:Every six to twelve months.
Page | 78
. Amazo'll need an ongoing program that constantly improves and evolves amazo staff competencies. It's also a good idea to include a restaurant marketing component in amazo training program so that amazo have a staff of ambassadors to help amazo sales-building efforts. This will include profitability analysis and competitive menu analysis. human resources. Amazo‟s training will have to go beyond just employee orientation. operations and training are inextricably connected. Think of each item on amazo menu as a tenant leasing space and it has to earn its right to the space amazo‟s have granted it. To keep amazo menu fresh. That's because if amazo‟s send people into an operation that is performing at a B.
TRAINING:Marketing. relevant. Training is a vital component of restaurant marketing for this reason. amazo need to know specifically how each item on amazo menu is performing and also how it stacks up next to amazo top competition. people will have a bad experience and amazo‟s money would be better spent on operations improvement rather than marketing.
Ch-5 DATA ANALYSIS:-
Page | 79
The table thus prepared were analyzed & interpreted to draw the meaning. How many times do you usually visit a restaurant?
Particulars Once a week Rarely Once in fortnight Once in month Total Total numbers 41 12 33 14 100
customers visit restaurant
45 40 35 30 25 20 15 10 5 0 Once a week Rarely Once in fortnight Once in month Rarely.
1. The data collected in the stated manner tabulated according to the corresponding variables. 14 customers visit restaurant Once a week. 12 Once in month. 41 Once in fortnight.1 CUSTOMER SATISFACTION QUESTIONNAIRE
The data after collection has proposed & analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. out of the study.5. 33
Page | 80
Page | 81
. pan asian food . So most of people like to visit restaurant regularly. people do visit amazo mostly once in week as data suggest 39 times.Amazo is famous for Mexican . 10 once in fortnight. 17 rarely. So people usually visit different restaurants. 15 people visit amazo once in week. Italian . 19 first time. 2. so people often visit Amazo as number of people suggest in this graph. How frequently do you visit Amazo?
particulars Total numbers
First time Once in month Once a week Rarely Once in fortnight total
17 19 39 10 15 100
people visit amazo
45 40 35 30 25 20 15 10 5 0 first time once in month once in week rarely once in fortnight once in month. 39
INFERENCE:.Now a days restaurant industries are working like anything.INFERENCE:.
south Indian 17 .
Page | 82
. 19 15 chinese. pan Asian 7 & Chinese 10. 7
INFERENCE:. 10 10 5 0 mexican italian south indian indian pan asian chinese pan asian. Indian 25 .3. As this graph suggest different types of food is being greeted by people as per their taste like Mexican 19 . Italian 22.Now a days there is a so much craze about the restaurant food to related to the customers. 17 people visit different kind of restaurant 20 mexican. 22 south indian. 25 25 italian. Which kind of the restaurant do you frequently visit ?
particulars Total numbers
Mexican Italian South Indian Indian pan Asian Chinese total
19 22 17 25 7 10 100
people visit different kind of restaurant
Good value for money. 27. 31%
Good value for money reasonable costly
Page | 83
.4. Thinking about value for money.Customers of Amazo thinking about the food that in the terms of money to related to it. 31. how would you describe the food in general?
particulars Total numbers
Good value for money reasonable costly
31 42 27 100
customers describing food
costly. And most of people thinking that it is a reasonable in terms of money. So most probability 42 customers think the same.
Page | 84
excellent. 39 opinion about variety of foods
fair. How would you describe the variety of foods on offer?
particulars Total numbers
excellent Good Fair Poor total
18 41 39 2 100
opinion about variety of foods
poor poor.Customers of Amazo gives opinion about the variety of food that amazo providing. Most of them are said that the variety of food that they providing is good enough.
24% very much. freshness To the taste of the food ?
particulars Total numbers
Very much Neutral Less total
57 24 19 100
consideration about fat free food
Page | 85
. 57. 24. And most of them are very much giving the consideration to the food. 19% very much neutral neutral.Customers of the amazo giving their opinion about the oil. 19. cholesterol. 57% less
INFERENCE:. How much consideration do you give for oil.6. freshness To the taste of the food that they have tested. cholesterol.
clean cutlery .
Page | 86
I have to wait for a long time The restaurant is very clean The cutlery is clean The staff are well-dressed The overall service is good Most of the time Some of the time
never 12 4 10 5 12
19 44 51 69 59
69 52 39 26 29
Total numbers 100 100 100 100 100
80 70 60 50 40 30 20 10 0 for waiting restaurant cleanness clean clutlery good service staff welldressed 19 for waiting. 69 restaurant cleanness. 52 44 clean clutlery . and most of their answer are favorable. 26 69
most of time some of time never
good service. 39 59 54 staff well-dressed.7. Please tick as appropriate .The above graph shows the suggestion for the waiting for the turn . 29
INFERENCE:. staff well-dressed . restaurant cleanness . service is good .
Page | 87
INFERENCE:. as this data suggest that 62 like the quality of gelato the same.The above graph shows review of The quality of gelato that amazo providing .8. most of them agreed that the quality is being neutral. Do you like the quality of the gelato that we are providing?
particulars Total numbers
Excellent Neutral poor total
28 62 10 100
quality of gelato
70 60 50 40 30 20 10 0 excellent neutral poor poor. 28 neutral. 10 quality of gelato excellent.
Page | 88
.9. 36 Parking availability. and 36 and 27 with the sign visibility and surrounding neighborhood. 37 suggestion about restaurant location Surrounding neighborhood. Most of them are believe that the most convenient thing is the parking availability with 37 opinion . Are there any suggestion you would like to make about Restaurant location ?
particulars Total numbers
Parking availability Sign visibility
27 37 36 100
suggestion about restaurant location
Sign visibility. 27 0 10 20 30 40
INFERENCE:.The customers gives their opinion about the restaurant location to related with.
21 continent. 14 to be related with Mexican . Its at 32 and others are 31 . 14 10 0 mexican indian pan asian italian italian. 23 . continent.
Page | 89
. Indian . 32 mexican.The above graph shows that customers want to see more of creativity in Italian food that is famous among youngsters. 12 pan asian.10.
In which item of food you like to see more creativity?
particulars Total numbers
Mexican Indian Pan asian Italian Continent Total
21 12 14 30 23 100
to see more creativity in
40 30 20 indian. 23 to see more creativity in
INFERENCE:. 12 . pan Asian .
Rate the restaurant as per your over all experience ?
particulars Excellent Value for money Moderate Needs improvement total Total numbers 22 32 39 7 100
Page | 90
. 39% value for money. 32. Most of them says that its service is moderate with related to 39% with. 7.As this graph suggest customers rate this restaurant as per over all service to related with. And other says 32% and 22% to related to excellent and value for money . 32%
excellent value for money moderate needs improvement
customer rating for over all service
excellent. 22. 39.11. 22% moderate.
As per this graph shows the types of the restaurant that is being surveyed. restaurant Other
Multi cuisine veg. And remaining are multi cuisine non veg.QUESTIONNAIRE ON GENERAL RESTAURANTS:1 What type of restaurant do you have? (Tick mark)
particulars Total numbers
Multi cuisine veg. restaurant. restaurant Multi cuisine restaurant Multi cuisine non-veg. And majority of the restaurant are multi cuisine veg.
Page | 91
. and other restaurants. restaurant Other total
17 1 1 1 20
types of restaurant
Multi cuisine nonveg. restaurant Multi cuisine restaurant Multi cuisine non-veg. restaurant 5% Multi cuisine restaurant 5% Other 6%
Multi cuisine veg. restaurant 17 84%
1 at evening only throughout hole day restaurant time throughout hole day.2.As this graph shows the restaurant time . And remaining are opens at evening and night only to related with.
Page | 92
. When your Restaurant open?
At Morning only At night only At evening only Throughout hole day Total
1 1 18 20
20 18 16 14 12 10 8 6 4 2 0 at morning only at night only at morning only. 18
INFERENCE:. 0 at night only. most of the 18 restaurant opens throughout hole day. 1 at evening only.
more than 1 yr. More than 5 yr. 14.As per this graph shows the time of the restaurant running since it opens.. comparatively. And majority of them are running more than 1 yr.. more than 5 yr. total
14 5 1 20
time since restaurant running
more than 5 yr. For how many years have you been running this restaurant?
More than 1 yr. to be related with . 1.
Page | 93
. 5. 5% more than 3 yr.3.and others are running more than 3 and 5 yr. 70%
more than 1 yr. more than 3 yr. More than 3 yr..
Page | 94
.As per this this graph suggest the number of workers worked at the different restaurant to related with. 65 minimum full time workers. 25 workers working maximum part time workers maximum part time workers. The maximum workers full time and part time working at the little Italy restaurant and minimum workers working full time and part time are at curries. How many people are working here with you?
Minimum part time workers working Maximum part time workers working Minimum full time workers working Maximum full time workers working
3 15 25 65
maximum full time workers maximum full time workers.4. 15 minimum part time workers. 3 0 10 20 30 40 50 60 70
minimum full time workers
minimum part time workers
As per this graph suggest the kinds of food that other restaurant are serving to be related with . 4. 5. 1. 20%
pan asian continent indian south asian
Page | 95
. What type of meals do you serve?
particulars Total numbers
Mexican Italian Pan Asian Continent Indian South Asian Total
5 4 2 3 5 1 20
meals that restaurant served
south asian. 3. 25%
continent. 2. 15% pan asian. 5. 10%
mexican. and most of them are serving the Mexican food that is very famous among the youngsters. 5%
1.6. 6. 1. Its also being much cheaper to related with others. 32%
INFERENCE:. 5% magazine. 26%
news paper television magazine
Page | 96
.as this graph suggest that the best media of advertisement are pamphlet and hoardings to related with. 32%
news paper. 5% hoardings. In which kind of media of you advertisement?
particulars Total numbers
News paper Television Magazine Hoardings Pamphlet total
5 1 1 6 6 20
media of advertising
pamphlet. 5. 6.
INFERENCE:.As per this graph suggest that the restaurant advertises in the media to get in touch with customers to do so.7.
Page | 97
. 3 never. 1 restaurant advertise to get in touch with customer occassionally. So the maximum they advertise occasionally as per the data shows. 2 4 2 0 once in month. how many times do you advertise to get in touch with customers?
particulars Total numbers
Once in week Once in fortnight Once in month Occasionally Never total
2 3 3 11 1 20
restaurant advertise to get in touch with customer
12 10 8 6 once in week. 11
once in fortnight.
7. What are your promotion tools ?
particulars Total numbers
to sponsor events to give discounts for certain season introduce interactive schemes other
2 10 7 1
other. 2.8. 10%
to sponsor events to give discounts for certain season introduce interactive schemes
introduce interactive schemes. 1 . 7 . 50%
INFERENCE :. 35% to give discounts for certain season. 5% to sponsor events. to give discount . 1.As per this graph shows the promotional tools of the restaurant to be related with are to sponsor events . so the maximum likable promotion tool is to giving discount to customers. 10 . 10.
Page | 98
. to introduce schemes to do so are relatively 2 .
H0 : is greater than or equal to 2.5 [ satisfied ] Mean is less than therefore . INFERENCE:.12 -1.
Page | 99
.31 0.90 100 0.5 [ dissatisfied ] H1 : is less than or equal to 2.company‟s marketing strategy is viable to gain positive customer satisfaction is being proved through above hypothesis. H0 is being rejected & H1 is accepted. ANALYSIS:particulars Total numbers 22 32 39 7
Excellent Value for money Moderate Needs improvement Mean SD N Standard Error Zcal Ztab
2. H1: company‟s marketing strategy is viable to gain positive customer satisfaction.5 -2.5.2 HYPOTHESIS
H0: company‟s marketing strategy is not viable to gain positive customer satisfaction.09 2.
That‟s why the customers of amazo are 93% satisfied with the overall service. Amazo is market oriented organization as it considers its customer needs and competitors moves.3% of customers are loyal to amazo. Amazo‟s competitive situation is much stronger compare to its competitors.CH-6 CONCLUSION:Analysis conducted for Amazo‟s competitive marketing strategies the following are the conclusion.
According to the analysis 59% of customers likes the variety of the food that amazo is being providing.
Page | 100
Amazo‟s promotion tools are much more effective that is the reason behind that it is running successfully as a restaurant sector. The real strength of amazo in point of its management and according to its customer perception lies in physical environment as its marketing manager stated “we want that our customers can feel good positive change every time when they enter the restaurant”. So amazo is doing well to retain and sustain its customers. According to the analysis almost 80.
with a view to become a strong brand name .
Page | 101
. schools & tuition classes are nearby to be more successful. Advertise amazo via internet & radio specifically on social networking sites which is really helpful to influence more number of customers for them. Restaurant location should be at a certain area where the colleges . To sponsor certain big events to get in eye of the customers. To give discounts on certain seasons for a certain food to highlighted themselves among customers. Introduce certain types of food schemes for a specific time of period to catch up with the customers.Ch-7 SUGGESTIONS
Analysis conducted for Amazo‟s competitive marketing strategies the following are the Suggestions. Build strong relationship with the customers to retain them by advertising on a regular basis.
in/fine_dining_amazo.com/ahmedabad/navrangpura/indian_restaurant_ama zo/53628 3. http://www.Ch-8 Bibliography:Websites:1. http://ahmedabad. http://www.burrp.co. The magazine named Times food guide on page number 20. The newspaper named Times of India Ahmedabad has given a advertisement about their scheme on 5th may 2012 on page number 4. Newspaper:1.
Page | 102
.in/amazo 4.zomato.anil. The detail information is being given on that page about amazo restaurant.amazo. There is a Advertisement of amazo related to pasta festival on 5th march 2012 in the newspaper named the Economic times on page number 21.html 2. http://timescity. http://www.that is running till 23rd December on page number 24. 2. 3. Philip kotler marketing management 11th edition. 2. Amazo‟s review and the advertisement of festive feasta is being there in The newspaper named Ahmedabad mirror on 24th December 2011 .co.com/listing/amazo---justindulge_navrangpura_ahmedabad_restaurants/176798633 Magazine or books:1.com/ahmedabad/restaurants/west/navrangpura/a mazo-110466 5.
Which kind of the restaurant do you frequently visit ?
1 Mexican 4 Indian 2 Italian 5 pan Asian 3 South Indian 6 Chinese
Myself HARSH KOTHARI student of GLS INSTITITE OF COMPUTER TECHNOLOGY ahmedabad. please spare your precious time. Rarely 3. Once in fortnight
3. All the information will be used for the academic purpose and kept confidential. How frequently do you visit Amazo?
1. Once a week 4. Once in fortnight 4. Thinking about value for money. Rarely
5. how would you describe the food
in general? Good value for money reasonable costly
Page | 103
. Once in month
3.How many times do you usually visit a restaurant? 1. Once a week 2. This project is the part of the my MBA programme.
CUSTOMER SATISFACTION QUESTIONNAIRE
1. First time 2. Once in month
cholesterol. How would you describe the variety of foods on offer?
excellent good fair pool
freshness? To the taste of the food ? very much Neutral Less
This section is about the restaurant environment and service:-
7. Do you like the quality of the gelato that we are providing?
Excellent neutral poor
Page | 104
. How much consideration do you give for oil.5. Please tick as appropriate
Most of the time I have to wait for a long time The restaurant is very clean The cutlery is clean The staff are well-dressed The overall service is good Some of the time Never
Rate the restaurant as per your over all experience ? 1. In which item of food you like to see more creativity. Moderate 2. value for money 4. Excellent 3.9. Are there any suggestion you would like to make about
Restaurant location ?
Surrounding neighborhood Parking availability Sign visibility
10. Mexican Indian pan Asian Italian continent
11. Needs improvement
NAME : __________________________________________ Age: Under 16 years 16 to 30 years Sex: male Type of work: salaried 31 to 55 years more than 55 female student
Businessman home maker mobile number : __________________________________ Email id :_____________________________________
Page | 105
Throughout hole day ____
3. At night only ____ 4. 3. How many people are working here with you? Every day: __________________ persons Part time : __________________ persons
5. More than 3 yr.
4. restaurant 2 Multi cuisine restaurant 4 Other
2. For how many years have you been running this restaurant? 1. 2. more than 1 yr. When your Restaurant open? (specify time) 1 Morning 3 Evening ____ ____ 2. What type of meals do you serve? (tick mark) 1 Mexican 4 Continent 2 Italian 5 Indian 3 pan Asian 6 South Asian
Page | 106
.SECTION: General questionnaire on the restaurant:NAME OF RESTAURANT: ___________________________________ LOCATION: _____________________________________________ OTHER BRANCH LOCATION: ________________________________ 1 What type of restaurant do you have? (Tick mark) 1 3 Multi cuisine veg. More than 5 yr. restaurant Multi cuisine non-veg.
Never 3 once in month
8. What are your promotion tools ? 1 to sponsor events 2 to give discounts for certain season 4. Other
3 introduce interactive schemes
If other than specify ____________________________________
Page | 107
. how many times do you advertise to get in touch with customers? 1 once in week 4.6. occasionally 2 once in fortnight 5. In which kind of media of you advertisement? 1 newspaper 4 Hoardings 2 Television 5 Pamphlet 3 magazine