A Case Study on Service

Marketing Strategies of BR
Restaurant
Prepared By :
Md Bayezid 1735350660
Sayed Sadi Mahmudul Haque 1825195660
Md. Mynul Islam 1835059660
Services of BR Restaurant

Large parking space in basement & in front of the restaurant

building and to the side area
 Have 3 Exclusive dining halls for family party, private, corporate
meeting / conference, seminar and workshop
Take away / lunch box & home delivery service
Offer Buffet dishes with a lot of items
Luxurious private room with KTV system for 8-15 persons
Target Market of BR Restaurant

• Tried to analyses their target market based on geographical,

demographical, psychological and behavioral segmentation.
• Demographic Segmentation
• Age:
• Education level:
• Gender:
• Income:
• Marital:
 Target Market of BR Restaurant

Geographic segmentation
Geographic segmentation involves segmenting the market based on location. 
City: Dhaka City ( Mostly: Gulshan, Banani, Dhanmondi, Uttara, Bashundhara and DOHS)
Psychographic Segmentation
Psychographic segmentation divides the target market based on socioeconomic class or
lifestyle preferences.
Social Grade Social Status Occupation

A Upper class Higher managerial, administrative, Businessman, or professional

B Upper middle class Intermediate managerial, administrative, Businessman, or professional

C Middle class Intermediate managerial, administrative, Businessman, or professional

Service quality Dimension

BR Restaurant tried to attain the market reputation through their better

performance of better-quality foods offerings and quality customer service
comparing to other similar competitors in the market.
Reliability:
Tangibles:
Responsiveness:
Assurance:
Empathy:
 Current Service Blueprint of BR Restaurant

Physical Ambient
Front Restaurant Employee Cocktail/Lo Banquet Payment
Music &
Evidence Desk
Lightning
Signage Uniform unge Area Hall Area Counter
Custo Custo Custo Cust Cust Custo
Cust Cust
ome ome omer
mers mers mers ome
rs
mers
rs
Bill s
greet Wait Inquir rs expre
Customer ed by In es expr ss Enjo Pa Leav
front The about Plac ess thank y e The
Action desk Loun chef e s to
ym
than Fine Rest
conci ge speci Ord ks to Serve Dini ent aura
erge Area al r
er Chef ng nt
On-Stage Server Greets Server offers Chef comes out, Server delivers food Bill Creation &
Escort Helps
Employee Customers & appetizer & greet guests & to customers and Delivery
Guest to Seat
Contact offer menu takes orders offer assistance verifies satisfaction Counter

Back-Stage Inventory Chefs prepare Server places Cleaners clean

Employee manager ensures food and serve order to the Plates &
Contact proper inventory fresh food kitchen glasses

Support Account Maintenance of

management Equipment and Miscellaneous
Process
section Storage
 Problems and Gaps Identified

Listening Gap
 Customers want “101 Items Buffet” at lunch
 Not satisfied with food variations

Service Design and Standards Gap

 Service delivery time
 Insufficient rest rooms
Problems and Gaps Identified

Communication Gap

 Actions taken on allegations

 Attention towards customers during off-peak hours
 Recommended Service Blueprint of BR Restaurant
Furnishing
Restaur Table & Live Cocktail/ Restroom
Physical Front & Employee
Cooking Banquet Payment
Desk ant Restauran Uniform
Buffet Lounge Area &
Evidence Signage Settings Place Area Hall Area Counter
Cleanliness
Custo t Decors Custo Cust
Custo Custo Custo Cust
mers
mers
mers omer mers mers Bill omer
greet Inquir
Wait s expre Enjoy Pa s
Customer ed by es
front
In The
about
Chec ss Buffe Leav
Action Loun k thank t ym e The
desk chef
concie ge Food s to Dinin Resta
speci
rge Area
al List Chef g ent urant
On-Stage Notifies guest
Escort greets Chef comes out,
Provide assistance to
Bill Creation &
about the time of Server offers customer for self
Employee waiting & offers customer & greet guests & Delivery
appetizer service option on
Contact complimentary helps to seat offer assistance buffet dining Counter

Back-Stage Inventory Chefs prepare Chefs prepare Cleaners clean

Employee manager ensures food and serve new dishes for the Plates &
Contact proper inventory fresh food new customer glasses

Support Utility Account Maintenance of

Maintenance management Equipment and Miscellaneous
Process
Crew section Storage
Solutions of Service Gap

•Increase reliability by focusing more on food quality

•Showing more responsiveness and empathy by being more active on
customers’ feedback

•Come up with some strategies to assure people about their food quality
•Focusing on tangibles during off-peak hours
Thank You