4. Objective
To design a restaurant that would
help Blackfield Hawaii
Corporation appeal to their
customers
5. Background
Demographics
• Total population of 35,000
• Ethnic makeup of resident population
Consumer preference/habits
• Occupants of condominium spend less in
restaurants compared to occupants of hotels
27.5%
19.1%
20.0%
18.4%
0.3%
13.2%
1.1%
Japanese
Filipino
Caucasian
Hawaiian
Chinese
Mixed
Others
6. Background
Tourism
• Sees Kauai as a place with unique
beauty and Polynesian atmosphere
• Population weekend / short holiday
vacation site
• Independent travelers 55%, group
travelers 45%
14. TARGETING: COUPLES/ DINKS
Exclusive service
Higher spending power and
disposable income
Willingness to spend on new
experience
Adventurous seeking
Hungry for new experience
15. MARKET TRENDS AND
COMPETITORS
The main bulk of competitors are
serving western cuisine
(Steaks, fish, chops)
Increasing trend in Asian cuisine
The demand of Indian cuisine is
increasing across the board
16. POSITIONING
To couples who are looking out for that extra
bit of romance and a modern Indian
Restaurant that allows couples to try a
different cuisine in a romantic ambience.
17. DEFINITION OF A PRODUCT
Offered for
Attention
Acquisition
Use
Consumption
To satisfy a want or need.
18. LEVELS OF PRODUCT
Through identifying core
product, we are able to produce
the required and most suitable
actual product, a restaurant of
Indian culture.
Core, problem-solving benefits:
Satisfying hunger
Actual Product: Indian Cuisine
Restaurant
Augmented Product: Extra
services and benefits for patrons
19.
20. THEME/CONCEPT
Theme: A Place Different, A Place Bollywood
Concept:
- A restaurant that provides a different experience
for diners
- Open kitchen concept
- Live bands and table service
- Opening hours: 11am-3pm, 6pm-2am
- Mid-range pricing
24. MENU
1. Couple set meals
2. Complimentary dessert/ beverages for couples
only
3. Ala-Carte and other family combos to cater to other
groups of patrons
25. SERVICES
Free polaroids for all couples
Free Hanna
If you are celebrating special
anniversaries, you will receive a
complimentary gift
Liaise with hotels/ tour groups
Credit Card promotions
Retain customers: 5% discount for next visit
Provide reading materials
26. CONCLUSION
• Identified our target group
• Studied their spending behaviour
• Understand their needs
• Concept is Different and Easily
Identifiable
• Aim to serve good quality food at the
most reasonable price
• Provide exclusive service that aligns
with our target group
I would touch on the background information.Firstly would be demographics of the island of Kauai where the total population is 35000 and the TOP 3 composition will be as follow, with Japanese at 27.5%, Caucasian 20% and Filipino 19.1%Furthermore, we understand the purchasing habits of the condominium occupants at restaurant are lesser than those occupants of hotels.
Tourism on Kauai are considered to be a popular destination due to its unique beauty among the travellers with 55% for them comprises of independent travelers.
In setting up the new restaurant, we have identified 3 main existing competitor that the new restaurant would potentially face. Firstly, Coconut Palace located at Coco palm resort which is further south of Coconut plantation. It is a renowned Polynesian-cuisine restaurant and have attracted many travellers. The second main competitors would be those located at the market place where there are fast food restaurants and specialty restaurants but of which serve limited menu items.
And next restaurants within hotels which serve 3 meals a day, with similar quality and service standards and the restaurants are decorated in Polynesian style. Having to consider these background knowledge, we understand that we would have to adopt the following plan1) Deviate from serving breakfast meal due to market saturation, 2) Unique and greater variety of food menu to compete with restaurants with limited-menu concepts3) Distinctive service quality from competitors; in terms of ambience/decorations and customer service provided by the new restaurant.
Change this figure to get our original levels of product.
Different experience: Talk about what the other restaurants offer and the way their restaurants are set up in comparison to ours.Open kitchen concept: Guests will be able to witness chef’s preparation of the dishes. Aroma will increase the appetite of the guests. Live bands: Provide music. Diners will be able to request for dedications of musicOpening hours: To cut on operating costs. To prepare for dinner service eg: change table cloth, candles, rose etc
Only for couples: sit under umbrella with round table, candle in the middle to provide warmth, rose, table cloth
white day-curtains as door/ partitions, air-conditioned. A few big tables to cater for familiesModern
Apart from usual indian cuisines and beveragesCouple set meals: Special price for 2 compared to ala-cartesProduct line depthEg: fish and co, a lot of platter sets to promote sharings
Gift: Free 2 glasses of wine (Not included in set meals), dessert with customised writing using chocolate sauceLiaise with hotels: book this hotel, get a voucher, put pamphlets in concierge5% for next visit: give card to show that they came before, expiry dateReading materials: for individuals. Eg: fashion/ sports magazines
