Emma Morillo Ryan Frew MKTG-491

1. Emma Morillo & Ryan Frew

2. About Bennigan’s
 Bennigan’s is an Irish pub-themed casual
restaurant which describes itself as
“genuine, warm and high spirited service”
 Founded in 1976 in Atlanta, Georgia but
currently headquartered in Dallas, Texas.
 Bennigan’s is comprised of 34 domestic and
48 international locations

3. What Makes It Unique?
 “American fare but Irish hospitality” in every
location of the world
 Product differentiation, the focus on alcohol
availability (bars) in the restaurants, new offers
in the menu every day, and “most attractive
grilled burgers”
 In the united states the technique is attention
and service and environment
 In Europe also attention and sporting events

4. Our Experience in Bennigan’s
CY
 Attire was business-casual
 Promotion to attract families
 Décor included the Christmas spirit and
decorations from around the world, especially
Ireland and US.
 Sport-oriented atmosphere with TV screens
and music
 The attention was clean and respectful, quite
fast or good waiting time, excellent cocktails
and drinks and very good food

5. Our Experience in Bennigan’s
US
 Patrons usually attend Bennigan’s to watch a
game, have a pleasant time with friends in the
bar, or have lunch or dinner
 Mostly crowded at night
 Florida every Saturday it’s Irish beer for $1 and
others beers at regular market prices.
 Environment is very active and “Green”
 Makes most of profits in American Football
season

6. Similarities with US
Counterparts
 Target Market: 18 and up, business people,
families
 Location: Close to hotels, places of business,
large population concentration
 Emphasis on American Food
 Appearance: Interior and Exterior similarities in
decoration and layout (bar at the center)
 Free water (relatively uncommon in Cyprus)
 Popular for television screens amongst sports
fans

7. Similarities with US
Counterparts
 Hours: Open for lunch, dinner, and late coctails
 Owned by individual franchisers
 Similar waitressing approach

8. Differences with US
Counterparts
 We visited Bennigan’s in Cyprus at 6pm on
Sunday, the US restaurants’ busiest time and it
was nearly empty.
 Soccer is showed in Cyprus, other sports more
common in US
 Drinks are more expensive in Cyprus restaurant
 Cyprus restaurant was unprepared for the large
group – expected a reservation
 Beer offerings
 Multilingual menu

9. Competition
Competition is abound in the United
States, since Bennigan’s offers American
cuisine. In Cyprus however, American food is a
less common offering. Thus, Bennigan’s most
direct competition are places like bars (to view
sports), McDonald’s (for the American food), and
family restaurants.

10. Conclusion
There are definitely more similarities than
differences with the restaurants in both
countries. This is because Bennigan’s is
specifically placed in Nicosia to provide comfort
to people who are more comfortable with
American style dining. It is no coincidence that
the restaurant is placed directly across the street
from a Hilton. This type of Marketing works well
in touristy areas but is not sustainable in other
markets.

11. Projector Screen

12. Bennigan’s Drinks

13. Bennigan’s Drink Menu

14. The GLS Group at Bennigan’s

15. Emma & Kristi