2. BASIC INFORMATION
• Owned by Hong (Korean)
• Since 1997
• South Tacoma Village Shopping Center
• 8722 S Tacoma Way, Lakewood, WA 98499
• No online website
4. OWNER’S INTERVIEW
• Target all-age-group. Especially
Asian,50% retired people,
• More training, better service
• Improve restaurant based on
feedbacks from the customers.
• Mouth-to-mouth advertising
• Renew the menu every one year
• Low motivation of employees, high
cost of supplies.
6. EMPLOYEE INTERVIEW
• Keep food fresh and keep the environment clean
• Be kind and patient to customers
• Busiest hours: Monday-Thursday at 5PM ~ 8 PM
Friday-Sunday at 12PM ~ 2PM and 5PM ~ 9PM
• More waitresses are needed during busy hours
• Most customers are regular customers
• Need more social media advertising
• Ask customers about feedbacks to improve
7. CUSTOMERS
INTERVIEW #1
Lucy (20s):
● Find Kyoto restaurant from her co-
worker
● The food is outstanding
● The ambience was incredible
● The waiter was very attentive
● Slow in serving the dishes
● The price is bit high
● The quality of to-go box is great
8. CUSTOMERS
INTERVIEW #2
Heather (60s):
● Find Kyoto restaurant from her
friend
● The atmosphere is really cool.
● The menu has a lot of selections
besides sushi, but no spicy
choice on the menu.
● No special offers at lunch time, a
little expensive
● The quality of to-go box is great
9. CUSTOMERS
INTERVIEW #3
Celeste (30s):
● Find Kyoto restaurant on Yelp
● Ambience is nice, a great
place to meet someone
● The food is awesome, the
sides are delicious
● Really busy on a Sunday
night, plenty of guests &
plenty of take out customers
● Sometimes have to go to the
cashier and pay
10. CUSTOMERS
INTERVIEW #4
Avalon (40s):
● Find Kyoto restaurant from his
classmates
● The koi pond was awesome to
look at and listen to.
● Waitress sometimes takes wrong
orders.
● No special offers, higher price
than other restaurants
● The dishes was very pleased, the
tea and sides were very good.
11. CUSTOMERS
INTERVIEW #5
Scot (20s) :
● Find Kyoto restaurant by
chance
● Service was friendly and
prompt.
● The food was fresh and
delicious
● The sushi bar is attractive
● The atmosphere is too quiet
● No special offers, high price
● The location is easy to find,
enough parking lot
12. CUSTOMERS
INTERVIEW #6
Jesse: (30s):
● Find Kyoto restaurant from
his co-worker
● Service is slow
● The sushi is utterly delicious
● No special offers, always
regular menu.
● The atmosphere was great,
the koi pond was awesome
● Enough parking lot
● The quality of to-go box is
great
13. CUSTOMERS
INTERVIEW #7
Christina (50s):
● Find Kyoto restaurant
from his friends
● Service was attentive
and courteous
● The food is tasty and
reasonably priced.
● The environment is
relaxing and fun
● Menu was organized
terribly, no special
offers
14. OBSERVATIONAL
RESEARCH
● The decoration is Japanese style
(koi pond, tatami)
● The environment is clean and
comfortable.
● The quality of the to go boxes are
pretty good.
● Open work area (Sushi bar)
● The light was gentle.
● The outside look is old.
● Enough space for parking
● Long wait-time during dinner time
15. COMPETITOR
ANALYSIS
● Lunch special (buy 1 get 1 free)
● Great deal (Military discount)
● Toppest rate sushi restaurant
nearby on yelp
● More types of rolls, but only
sushi for the whole restaurant
● Rough environment, small size
store (food court), no sushi bar
● No website, but facebook page
● No waitress
Sushi Niwa
16. COMPETITOR CUSTOMER’S
INTERVIEW #1
Kim:
● Find Sushi Niwa on Yelp
● The service was fast and
accommodating.
● The atmosphere was noisy
and rough
● The lunch special is a great
deal
● The price is reasonable
● Bad quality of sushi.
● Slow in serving the sushi
17. COMPETITOR CUSTOMER’S
INTERVIEW #2
Remylynn:
● The atmosphere was
noisy and rough
● The staff is friendly, but
no waitress
● A wide variety of sushi
● Good price, great deal.
● The slide is monotonous
compared with other
restaurants
18. SWOT ANALYSIS
Strengths: A wide variety of dishes, Good tasting of food,
clean and comfortable environment, attractive decoration,
customer loyalty, good location, large space for parking
Weaknesses: High price, no special offers,no social media
advertising, no online marketing, lack of full-time employee, low
quality of service, slow in serving the dishes
Opportunities: More Asian customers, new lifestyle, positive
American economic trend, reach out to potential customers via
social media and online marketing
Threatens: Increasing cost of supplies, stronger competition
with competitors, raising minimum wage
19. RECOMMENDATIONS
● Set up the restaurant’s
website (FB, IG,
Twitter…)
● Daily social media
updates
● Put an advertising board
outside the restaurant
● Hire more full-time
employees instead of
part-time employees
● Apply more professional
training to employees
● Provide feedback card
with each bill
20. RECOMMENDATIONS
● Supply special meal for the
lunch time
● Daily photo of specials (FB,IG)
● $1 off with each social media
share
● Sushi happy hour
● Provide reward stars collecting
activity
● Provide discount coupons with
each bill
● Give discount to seniors and
students during lunch time
● Cooperate with the supermarket
nearby
