...RUNNING HEAD: Menu of Changes at Applebee’s Menu of Changes at Applebee’s Marketing Management Situational Analysis While their menu changes from region to region to accommodate the tastes of people in different parts of the country, it is still a mostly "American" menu with large portions. Usually the menu consists of such items as spinach and artichoke dip, fried chicken, different types of steaks, salads, as well as hamburgers, French fries, ice cream and apple pie. These are different types of foods from those offered by Chili's, and they promote more of a small town family feeling as compared to Chili's party mood. Atmosphere is another characteristic that shows how Applebee's is a small town restaurant and Chili's is a party restaurant. For example, it can be seen that Applebee's strives to be a hometown restaurant bar and grill. Applebee's likes to call itself a "neighborhood" place to go. In order to enhance the small town neighborhood image, Applebee's uses light pinewoods for trim for the tables, bench seats, and chairs. The booths are roomy to accommodate lots of people. Free balloons are offered to kids in the restaurant as well, further promoting the neighborhood feel. In general it can be said that Applebee's atmosphere is that of a small town, neighborhood, and family restaurant. External Environmental Analysis (outside the organization) Economic According to restaurant.org, restaurant-industry sales are forecast to advance 3.9 percent in 2010...
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...different marketing strategies have come and gone for the business. Some strategies have worked in means of increasing sales and others didn’t work at all. In order to maximize profit and continue to bring in more revenue to the business a company has to know its place in the market. Conducting an analysis that involves the company knowing its strengths, weaknesses, opportunities, and threats will assist a company with important information that is needed to boost sales and gain a better presence in the market. Target Market Before conducting a SWOT Analysis, Ruby Tuesday would have to identify their Target Market. This is critical mainly because without this being known, they wouldn’t know what types of people are their current customers and they won’t know how to promote their business to bring in future customers. When it comes to their menu Ruby Tuesday has always tried to promote healthy recipes which means that their target market seems to aim for individuals 35 and up. Their current menu has a couple of dishes on there now that have the caption by them “Taste of the Islands”, which could be targeting people who are either from the Islands or people who love that type of food (Menu). Promoting freshness as they always have done from previous advertisements on TV and/or on billboards presents that idea that families in general could be their target market, especially since the food there isn’t that expensive. As soon as the target market is defined, then you are able to put...
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...Panera Bread Case Study What does a SWOT Analysis reveal about the overall attractiveness of its situation? Panera Bread is all about the idea of having good unique food that will keep the customers coming back. They also give a good ambience in the restaurants that strengthen the customer intuition to go back. To start the SWOT Analysis Panera Breads Strengths are: * Attractive and Appealing Menu Items * Trained Bakers * Homemade Items (Breads, Cookies, Bagels) * Nationwide Leader in the baker-café segment * Good Franchisees- higher sales in franchised stores compared to company owned * Financial strength of the company, able to expand * Local customer base * “Panera Warmth” * Catering The strengths of Panera Bread far out way the weakness. Even though that Panera is not as well known as some of these other chain restaurants they still bring in the same amount and Panera is slowly working their way to where they belong. The weaknesses of Panera Bread are: * A less well known name then other rival restaurants * Sales at franchised stores higher the company-owned stores * Some hard times from the 08-09 recession * Weak dinner menu, more lunch or small meals * Marketing * Quality in food could vary Even though there is some weakness to the company, they must realize this and overcome these shortcomings. Every chain restaurant will have its weakness but to improve is to move forward. Which...
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...1. What does a SWOT Analysis reveal about the overall attractiveness of its situation? Panera Bread is a nationwide known bakery-cafe restaurant that provides high quality specialty breads. There are several things that can be revealed about Panera Bread by doing a SWOT Analysis and once broken down you can easily determine its strengths, weaknesses, opportunities, and its threats. Like any other company it has its strengths that sets them apart from any other company and Panera Bread have a number of strength, one being that they are known nationwide and the location such as strip malls and urban neighborhoods help increase their consumer growth. They are also a leader in a fast bakery restaurant industry because of the unique specialty bread they bake; which allows them to have a very attractive menu with an assortment of freshly baked bread and meals to accommodate customers who are health conscious about their diet. Like other cafes they have adapted a homey environment where customers could sit, relax, and eat with access to free Wi-Fi. Some of the weaknesses are that their products tend to be higher priced because of the freshly baked breads and high-quality bread. One other weakness would be that they are less well known as some of their rivals for example Starbucks. When it comes to opportunities there are a number of things that Panera Bread could incorporate in order to better themselves. The first would be to keep their unique product line and create new items that...
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...2009 annual report The DineEquity difference. differentiated brands. disciplined approach. dynamic leadership. dedication to being the best. Our commitment to differentiating the Applebee’s and IHOP brands drives everything we do. At DineEquity, we leverage the resources of the largest full-service restaurant company in the world with the agility to connect with guests on a local level. We are working harder than ever to energize the brands, optimize operations, expand our market share and create value for our shareholders. Look closely at our businesses, and you will see our winning strategies in action in ways both large and small. 01 In challenging times, the best brands 02 To our DineEquity family of shareholders: It has been said that, in difficult times, leaders lead. 2009 was such a year, and I am proud of the many ways that our Applebee’s, IHOP and Shared Services teams rose to the occasion. We focused our efforts on those things within our control, and we are now beginning to reap the rewards. After more than 50 years in business, our IHOP brand is stronger than ever. In 2009, IHOP was the market share leader in family dining for the third consecutive year. IHOP also reported the highest annual system-wide sales in the category, solid same-store sales results and new franchise restaurant development among the strongest Julia A. Stewart Chairman and Chief Executive Officer, DineEquity, Inc. get better. in the industry. With the April 2009...
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...who appreciate Panera’s unique dining atmosphere with a focus on quality products at a reasonable price. Panera will need to continue its market research and focus on environmental issues, which are an important core value. The opportunity for growth in the competitive market is still available, as noted in the analysis section of the report, but the most risk lies with the competition’s ability to adapt and change along with Panera to gain their own increases in market share. With this in mind, the recommendation is to continue the expansion process through the franchise offerings while maintaining the differentiation qualities Panera already possesses. The strategy must also acknowledge the potential for a market decline due to potential economic downturns and must act accordingly by keeping a close eye on stores which are profitable and stores which may be struggling. It is important to keep the brand image high to ensure a consistent quality and profitability for investor confidence. Panera has the potential to be the recognized leader in not just the specialty bread segment of the bakery-café restaurants business but across multiple dimensions challenging Applebee’s as a national brand. 1|Page Table of Contents Introduction...
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...TABLE OF CONTENTS Executive summary……………………………………………………………………………….2-3 BRAND / COMPANY HISTORY AND BACKGROUND 3-5 SWOT ANALYSIS 5-6 ANALYSIS OF COMPETITION………………………………………………………………………..6-8 RECOMMENDATIONS………………………………………………………………………………..8-11 CLOSING SUMMARY………………………………………………………………………………..11-12 BIBLIOGRAPHY………………………………………………………………………………………....13 STATEMENT OF TRUTH ………………………………………………………………………………14 Red Lobster Executive Summary: In 1968, Bill Darden and his team opened the first Red Lobster restaurant in Lakeland, Florida. Red Lobster is one of the largest casual chain restaurants in the world. The restaurant experienced much success, and in 1970 it was acquired by General Mills. In 1983, Red Lobster expanded internationally into Canada. In 1995, General Mills separated Red Lobster brand from the General Mills Restaurant Group and launched Darden Restaurants, Inc. The brand struggled throughout the following years due to the opening of competitive chains. Red Lobster experienced declining sales through the early 2000’s, due to faster dining options, such as Chipotle and Panera Bread. Currently, there are 705 locations worldwide, in countries such as United States, Canada, Malaysia, Saudi Arabia, Qatar, Mexico, and Japan. Unfortunately, Red Lobster is currently struggling from an identity crisis. Customers do not understand if the chain is supposed to be fast-casual, fine dining, or casual dining. The décor and atmosphere are very casual...
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...Situation Analysis Introduction The Cheesecake Factory was founded in 1978 by David Overton in Beverley Hills, CA. There are now approximately 150 locations in the United States. As of 2010, there were 31,500 employees. The Cheesecake Factory’s philosophies and goals, summed up: • Serve generous portions • Maintain an inventive menu containing selections made fresh with quality ingredients • Offer a warm and casually comfortable setting Financial Performance • Regarding expansion of the chain overseas as it relates to financial growth: “It definitely gives [TCF] an ability to diversify overseas and expand its growth potential,” said Conrad Lyon, senior analyst with investment banking firm B Riley. (All Business) S.W.O.T. Analysis Strengths • Appealing decor • Reasonable price range: consistent with the quality of food Opportunities • The Skinnylicious menu (if developed further - not just moving around some side dishes like it is currently) can be a great opportunity to change TCF’s unhealthy/high calorie image • FourSquare has become a huge social media platform for restaurants, and TCF would be smart to offer promotions and specials to those who “checked in” to the restaurant on FourSquare upon arrival (i.e. 15% off a piece of cheesecake) Weaknesses • Noisy environment • TCF doesn’t take reservations; often very long wait times Threats • Competitors’ companies expanding into the foreign market are likely to pose a threat to the internationality...
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...products at lower cost to it rivals and still give their customers more value for their money by incorporating good to excellent product qualities. Panera is striving for to achieve a type of competitive advantage that is a lower cost then its rivals with a market that targets a broad cross-section of buyers. 2. What does a SWOT analysis of Panera Bread reveal about the overall attractiveness of its situation? Does the company have any core competencies or distinctive competencies? Strengths: • Attractive & appealing menu • Bread-baking expertise • Artisan breads are Panera’s signature product. • Nationwide leader in the bakery-café segment • High ratings in customer satisfaction • Solid brand name • Initial success in catering • Good franchisees higher sales in franchised stores compared to company-owned • Financial strength of the company able to grow without taking on too much debt Weaknesses: • A less well-known brand name than some rivals such as Applebee’s, Starbucks, or even Chipotle • Sales at franchised stores higher than company-owned stores. This makes you wonder why? External Threats • Competitors begin to copy menu, offerings, or dining ambience • Competition from other chains • Saturate the market will it become harder to find attractive...
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...SWOT Analysis for Red Lobster Case 9-511-052 Strengths -Red Lobster accounts for 43% of market share, highest among casual dining seafood chains -Largest casual dining seafood chain -Computerized point of sale system is top of the line -Strong supply chain-Leader in casual dining seafood category for distribution -Certified suppliers direct to restaurants through overnight deliveries -690 Locations -Top quality seafood that was still affordable -First casual dining chain to achieve national scale -Developed the first national seafood distribution system in the 1970’s -Part of the Big 7casual dining chains which accounted for 33% of the 22,000 chain casual dining restaurants in America Weaknesses -Outdated restaurants -No clear vision of who their consumers are -Perception of food -Despite the higher price point Red Lobster was not put in a premium category because it was only priced higher because of the cost of seafood -Red Lobster was lagging the quality of the seafood and the taste/preparation of seafood Opportunities -Expand product line, broaden food items and wine selection -Expand of target new customer base to increase profits -Expand geographic reach Threats -Supply chain pressure due to high cost of seafood -Economic state causing more consumers to eat home -Disease in aquaculture led to dramatic declines in the cost of some types of seafood -Intense competition in category -World population-growing population puts excess demand on seafood...
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...and café experience to urban workers and suburban dwellers. As well as to create a specialty café anchored by an authentic, fresh-dough artisan bakery and upscale quick-service menu selections. Broad Differentiation is the competitive approach Panera Bread has taken. They compete on the basis of providing an entire dining experience they call “Panera Warmth” .Their environments are distinctive and engaging, have an alluring and hospitable atmosphere, free Wi-Fi , real china & stainless silverware. Also regular changes in menu offerings to adapt to consumer wants and needs are points of emphasis to differentiate themselves from the competition. The type of competitive advantage they’re striving to build is based on the triple combination of Product, Environment, and Great Service (PEGS). Prior to Panera Bread going nationwide, the management performed cross-country market research and concluded that consumers could get excited about a fast and high quality dining experience, called fast casual. Panera Bread is attempting to achieve competitive advantage with offerings that rivals don’t have and can’t afford to match. In this case, delicious handcrafted bread arriving fresh daily, served in an inviting atmosphere is the company’s competitive advantage and core competency. 2. What does a SWOT analysis of Panera Bread reveal about the overall attractiveness of is situation? What, if any, core competencies or distinctive competencies does Panera have? Strengths: Bread-baking...
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...MBAA 606 Talisha Quinta Case Study Write- up Red Lobster March 17, 2015 COMPANY OVERVIEW Red Lobster is a chain of casual dining restaurants, founded and managed by Bill Darden. The headquarters of the company is located Florida, and it has branches in Japan, United Arab Emirates, and Canada. Red Lobster has approximately 698 branches. The company was formed in 1968, with the aim of providing a place where Americans will get some seafood. The company was successful in introducing fresh and new delicacies to their customers. These fresh dishes became popular, and this accelerated the growth of the company, and in 1980s, the company made its presence in Canada. However, its Canadian experience was not good; this is because the company made lots of losses. Competition was stiff in Canada, and due to poor strategies and lack of sufficient market information, the company was forced to close some of its branches in Quebec, Canada. This happened on September 1997. In 1995, Red Lobster, Olive Garden and Bahama Breeze were integrated, as part of the Darden Restaurants Inc. Joe Lee was then in charge as the Chief Executive Officer, and later on, he handed the company to Clarence Otis. The company is passionate about seafood, and over the years, the company has initiated the culture of innovation for the purposes of introducing and developing new menus that will satisfy the needs of its customers. Red Lobster has become a household name and over the years was able to gain...
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...Statement Analysis of BJ’S Restaurants, Inc. Jennifer N. Adams ACCT 205: Principles of Accounting Prof. Christine Covan August 17, 2015 Financial Statement Analysis of BJ’s Restaurants, Inc Introduction This paper is a financial statement analysis of BJ’s Restaurant, Inc. We begin with a company overview, continue into a three-year horizontal analysis of the restaurants income statement and balance sheet covering 2012, 2013 and 2014 based on the restaurants Annual Reports submitted to the SEC. I will also complete a ratio analysis that includes calculations of the current ratio, quick ratio, cash to current liabilities ratio, for 2013 and 2014. Finally I will recommend whether or not an investor should invest in this company and what risks and strengths this company faces. Company Overview BJs Restaurants, Inc. opened its first restaurant in Orange County, California in 1978. The restaurant began showcasing Chicago style deep dish pizza with a unique California flair. Eventually, BJ’s expanded from a small pizzeria to a full service restaurant. BJ’s signature deep-dish pizza, other menu items and pizza cookie dessert, known as the “Pizookie,” are all parts of BJ’s award winning menu. Eventually the company expanded in 1996, offering proprietary craft beers and opening BJ’s Restaurant and Breweries. As of 2015, BJ’s Restaurants comprise of 158 locations in 19 states. BJ’s Restaurants, Inc., offer a casual dining experience with an award winning menu, and craft...
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...Case Write-up Red Lobster Customer Analysis Red Lobster is flavored by those who desire to use the meal occasion as an opportunity to connect with family, friends, colleagues and clients, , not as it assumed that customers are there for affordable seafood. Customers who come to Red Lobster are classified as 5 different people. The most common one is Indulgents, then Experientials, Traditionalists, Eclectics, Fruguals. Experientials are more frequent to come and spend more money per meal than the other four. In addition, Eclectics are more likely to take wine during meal, wine which is the most profitable part of sales. Profit from each kind of Customers are calculated by: [Average spend per meal * (1- percent alcohol) * 81% + Average spend per meal * percent alcohol * 67%]* Annual meals per customer (See Exhibit 1) Obviously, Experiential customers are most profitable. In addition, 2000 Experientials = 215303 > 1000 Indulgents and 1000 Eclectices = 147610. Company Analysis First, In 2004, Red Lobster is rated as excellent by 64 percent of its guests. This number goes up to 78% by 2010. Second, from the survey done by Copernicus, it shows that, compared to other sea food restaurants, Red Lobster best in non-seafood items and price. However, the most important ones, such as freshness, cleanliness and quality of seafood, Red Lobster did worse than other restaurants by 16%, 5% and 14%. Red Lobster is seemed as low end places by customers. Third, Red...
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...Panera Bread Company’s Vision and Mission Statement During 1999, Panera Bread sold the Au Bon restaurants and began focusing solely on the growth of the Panera Bread restaurants. As the company attempted to expand their operations across North America, their vision and mission statement became an even larger part of the operations. However, the statement is vague and offers little guidance to the employees of the company. “A loaf of bread in every arm” is not only next to impossible to achieve, but it also lacks specifics as to how the employees are to accomplish the company’s goals. In an attempt to clarify the statement, the company issued its “bread leadership goal,” which states “With a single goal of making great bread broadly available to consumers across America, Panera Bread freshly bakes more bread each day than any bakery-café concept in the country.” Although this statement is more specific, it still lacks the details on how the company is going to achieve the stated goals. What is the company doing to fulfill the statement and ensure there is a loaf of bread in every arm? The mission of Panera Bread states that the “Panera Cares community cafes exist to feed each and every person who walks through our doors with dignity regardless of their means.” The services that are offered in these cafes are attempting to fulfill the goal of getting a loaf of bread into every arm. Not only is the company tackling the issues of hunger, but they are also trying to maintain the...
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