Restaurant Promotion

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Restaurant Promotion

  1. 1. Masalacraft BAR & KITCHEN
  2. 2.  Approximately 700,000 restaurants in the organized sector.  Contributed 3.56% to India’s GDP FY ’08-09  Expected growth rate is about 7-8 percent annually  Expansion is driven by International fast food and local multi- unit restaurant groups  Consumer’s willingness to try different Cuisines has evolved this industry  Home delivery trend is gaining popularity  Innovation is very important in this sector – continuous upgrades *Source: India Retail Report
  3. 3.  Started in May 2009  Other Brand : Lemon Grass  Turnover of Rs 22 Lac last month  15% Growth Rate monthly  Seating Capacity is 100 Non A/c & 50 A/c  25 front-end staff, 30 Backend Staff  Target – mass, middle to upper middle class  USP – Pricing, food, Location  Type – Pub  Offering – Indian food (Veg. Non-veg., drink)
  4. 4.  80 % of business comes from regular customer’s  Middle class … more loyal customer  Fixed Cost structure  3 to 5 lacs rent, 2 lacs staff, 50 to 60,000 electricity  45% food cost + 35% other + 20 % profit margin  1 year contract with suppliers  3-4% pilferage – wastage, stealing, inefficacy  Face of the restaurant
  5. 5. Customer Enters Bell Boy Greets Customer Checks Seat Availability Directs towards Seat Directs towards Waiting Area When Seats Available YesNo Counter placed at the entrance to welcome and direct. Staff Ensures Customer is directed properly to the seat
  6. 6. Customer Attended Order Taken Order forwarded to Kitchen Order Prepared Order Served Customer Requests Cheque Table Cleared/Feedback Form Customer Clears Bill Feedback form Collected Customer Exit Table prepared Manager ensures Customer is attended immediately Every process point is audited Preparation time intimated to customers
  7. 7. Feed Back & Suggestions Feed Back & Suggestions Quick Action, Empower employee Quick Action, Empower employee Internal ActionInternal Action Change ProcessChange Process Comments book Feedback & suggestion no Write to director@maslacraft.com Change the dish Call up – understand problem and apologize Update system Problem Analysis Discussion with employee If required punish
  8. 8.  Pilferage  Footfall on Weekdays  Home Delivery System
  9. 9. Observation for 3 days  Kitchen Area - Inefficient use of food items - Wastage done while chopping  Storage Area - Single Container for each category - Waste due to spoilage of perishables  Bar Area – Perfect operations
  10. 10. Create Artificial Scarcity  Trial Run – Bin Bags  Everyday stock supplied – 55  Trial run stock supplied – 45  Result – Efficient use of Bags Partition the Stocks  Less Space to have 2nd container for same category  Suggestion of Dividing the container with wooden plank  Tried and appreciated
  11. 11.  Psychological effect : Regular monitoring  Loss of Rs. 88,000 per month (22 lacs * 4%) Installation of CCD Camera  Cost for two camera’s  One time cost Rs. 8,000  Annual Maintenance Cost – Rs. 3,000  Expected result is 2 %  Quotation from Ingersoll Rand Pvt. Ltd.  Will be implemented in next month
  12. 12.  Area Covered: Bandra(W) to Khar(W)  Time Taken for Delivery:15 to 25 mins  No Of Orders processed per day: 15 to 20  No Of Delivery Person: 2  No Of Vehicle: 2  Distance Covered: within 7 kms  Peak time: 20:00hrs to 22:30hrs
  13. 13. BKC & Bandra (E) Bandra WestKhar & Santacruz (W) 12 15 30  Feedback & suggestions received from customers  Promotion - pamphlets in local newspaper  Home delivery market in Bandra – 300 daily MC
  14. 14.  Capital Investment  Vehicle Maintenance  Time considerations  Complains received for late delivery (upto 1 ½ hr)  Match demand with Capacity
  15. 15.  Hire delivery boys with Vehicle  Adopt fuel reimbursement system  Control on Cost & Time (log sheet)  Courier industry mechanism applied Implementation  One delivery boys hire plans  Log sheet to be maintained  Performance review planned for every month
  16. 16. Date Name Location Dep Time Arrv Time Start Km End Km
  17. 17. Day Lunch Dinner Monday 70 60 Tuesday 90 75 Wednesday 120 100 Thursday 130 95 Friday 145 150 Saturday 200 300 Sunday 275 250
  18. 18.  Industry trend - less footfall on weekdays  Customer end  Time constraint  Personal preference  There is no motivating factor for customer to come on weekdays  Less brand awareness since it is new restaurant  Less brand recall - may be visited once
  19. 19.  Discount for college students (MET)  10% discount to regular customer  Freebees – soft drink, desserts Rejected  Discount is not a solution  It will reduce profit margin  It will devalue the brand image  Discount affects quality perception
  20. 20. When do you prefer to visit a restaurant? I obtain information on restaurant from…
  21. 21. Last trigger to visit a restaurant was from? You would like to visit a restaurant if?
  22. 22.  Motivating factor for customer  Which creates word of mouth  In long run people should associate that with weekdays  Increase brand recall, brand awareness  Cost effective mode for communication
  23. 23. System, cost, reach, time, personalize Communicate on  Thank you gesture  Brand recall  Brand awareness  Promotion, offers  Jokes for college students  Personal greeting – Birthday, Diwali  New restaurant
  24. 24.  Monday at 10 am  20 SMS of brand recall  1 person came for Lunch  5% result achieved Enjoy Delicious Indian cuisine and drinks at Masalacraft – Bandra 26452031 / 9820403111
  25. 25.  Tuesday at 3.30 pm  20 SMS of candlelight dinner  3 person came for dinner  15% result achieved Masalacraft invites you for special candlelight dinner tonight at 9 pm – 12 pm. To book your table call now 26452031 / 9820403111
  26. 26.  Wednesday at 7 pm  20 SMS of brand recall  No one turned up  0% result achieved Enjoy Delicious Indian cuisine and drinks at Maslacraft – Bandra 26452031 / 9820403111

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