bucking the trend - Is “Family” The Next Theme Restaurant? Presentation Transcript
Bucking The Trend: Is “Family” The Next Theme Restaurant?
Introduction Stephen Waite regenerates his Big house Brewing CompanyHis business partner, Eric Shillingwant to create a family-friendlyrestaurant with: • Miniature golf in summer • Outdoor ice skating in winter • Clowns and Magicians the whole year round
Waite and Shillings whole projects is bucking the trend of locating chains near other chains to drive traffic, predicting that people are getting tired of chains. Having dishes that a indigenous to the area will setrestaurant apart from crowd of national chain restaurant and attractions that make up theAmerican suburban landscape.
In some cases, consumers have stayed away because they are tired of the same theme. It’s also because consumers demand higher quality than the theme restaurant provide.Although family oriented dining is notnew, it may very well be the new trend in theme restaurant.
Even through Waite and Shilling want their family entertainment venue to be differentfrom the chains in the nearby area, they are already looking at turning their idea into a local chain.
QuestionONE QUESTION OneWhat type of consumer buying decision best describe dining at Waite and Shilling’s new family restaurant andentertainment complex? Is it different than decision made to dine at McDonaldss new edutainment restaurant? At a regular McDonald’s restaurant? How?
What type of consumer buying decision best describe dining at Waite and Shilling’s new family restaurant and entertainment complex?
Limited decision making Requires moderate amount of time forgathering information and deliberating about an unfamiliar brand in a familiar product category.
ExplanationsRenewing their theme Consumer will have to spend their time to gather information to know about the new Waite and Shilling’s restaurantThe consumer also will compare the new restaurant with the other restaurant that practiced the same theme.
Is it different than decision made to dine at McDonaldss new edutainment restaurant? At a regular McDonald’s restaurant? How?
QUESTION TWOList the factors that would influence a consumer to spend his or her dining budget at a family entertainment-themed restaurant. Include cultural, social, individualand psychological factors on your list
Factors Influencing Buying DecisionsCultural SocialFactors Factors CONSUMER BUY / DECISION- MAKING DON’T BUY PROCESS Psycho-Individual logicalFactors Factors 17
ExplanationsCulture Freshly made Local Cuisine Family or relation to dine inSocial (norms) Spend time on with others (Socialize) RG – influence them to dine here
Gender – women; freshly made local food ( good for Individual diet) Age – provide food with excellent taste for everyone PSL- dine because of their personality Psychological Self-Actualization Esteem Perception – price , Socialquality and brand names Motivations Safety Learn & beliefs Physiological
QUESTION THREE What influences on consumer decision making do you think are contributing to the decline performance of once-popular theme chains, like the Hard RockCafé, The Gap, The Disney Store and theWarner Bros. Store? Based on the factorsyou Identify, Do you think that opening a new theme restaurant is wise? Why or why not?
Why the once-popular themerestaurants and store decline? High Cost Consumer Demand Changes Technological Changes Maintenance Problem
Do you think that opening a new theme restaurant is wise? Why or why not?
Strategic Price locations Know your competitors The foodThe theme itself. (Quality)
Age Gender Target CustomersBackground Race
Be different Study food trendAdvertise frequently
There are no right and wrong answers, it’s just a matter of opinion i.e. a part of learning process.Mister ShapikaMiss PalahMiss Ajri