Strategy and Objectives

The pancake parlour is constantly seeking ways to create new dishes that delight
their customers, move in to new technology and strong social media presence. The
Pancake Parlour places a strong focus on the quality of ingredients it uses, opting
for organic ingredients wherever possible. They try to do things as organically as
possible and serve free-range eggs. they put a lot of time and research into making
sure their ingredients are the very best they can be. The company has also
introduced cocktail bars. All their desserts and sweets have a fun concept behind
customers and stepping into cocktails is a natural progression.

In addition to these targeted strategies, The Pancake Parlour has been

experimenting with the introduction of Limited Time Specials, adding to its classic
menu a variety of on-trend and seasonal culinary treats.

They have had great success with warm salted caramel sauce
and lemon berry pancakes as well as spicy chicken and eggplant
crepes.
To increase sales and reach new markets company has shifted to digital marketing.
This is including setting up own web site and face book pages, Instagram, twitter
and you tube channels.

This has led to an overall increase in brand recognition as well as customer

satisfaction and loyalty. “With over 175,000 Facebook fans we have seen a
significant growth in their online fan base in the past twelve months.

The success of their digital marketing has also seen an increase in their customer
traffic. they have anywhere between 50 to 70 million Facebook impressions per
month.
With the increase of online customers company has introduced online payments
and delivery service to customer door step.
Goals

Through its strong long-term supplier relationships, The Pancake Parlour

endeavors to ensure its suppliers treat their employees well, have best practices at
the forefront of their own company goals and that their values align with those of
The Pancake Parlour.
Pancake parlours goal is to have a global presence and to become a global
household brand name in 2025. To achieve this, they are planning franchise their
trade name and business system all over the world.