Marketing Strategies of a Small Restaurant

The Burger House is a one-off Quick Service Restaurant situated in Koreagaon Park the hub of eating joints. It has very cleverly leveraged on the customers of Burger Barn as this joint has been opened in the same location as that of Burger Barn a very famous burger joint of Pune. Keeping a similar menu at reduced prices and even a similar name such as Burger House it has been able to advertise it very well in spite of being a new joint in the vicinity.

1. Describe the businesses general market and specific target markets.

General Market

* Geographically - It targets the residents of Koregaon park, Kalyani Nagar and Viman Nagar as these areas are in close proximity to the restaurant.

* Demographically - Demographically it caters to the both the genders between the age group of 10-40 years. People belonging to the middle class. It targets students, office people who are in a hurry to grab a bite.

* Psycho graphically - Burger House appeals to the customers who like fast food and are on the go. People who want to have a filling meal quickly and at a reasonable cost as well.

Target Markets:

The specific target market for Burger House consists of students in high school and college students who are burger lovers and want to grab a quick tasty meal at reasonable prices. It also targets at people who go for parties and want a pre snack before parties.

2. What is the Purchase Behavior for the typical customer (frequency, quantity, payment method, involvement, brand loyalty, etc)?

As per the owner a typical local customer maintains a frequency of 1-2 visits a week. The usual payment is through cash but when in large groups or during treats people pay by cards as well. As there is tough competition in QSR's and Koregaon Park being a hub of eating joints it has less brand loyalty and customers usually shift to other QSR's if there is waiting in the restaurant as the purpose of a QSR is defeated of providing a quick meal. A few segment of loyal customers usually then get the food packed.

3. What is the Product Concept for the business?

* Logo and branding

It has kept a symbolic logo depicting a burger and the name of the restaurant in the centre giving it full focus. The tagline "Enjoy The Goodness" stands for the essence of the restaurant of giving delicious burgers at reasonable prices.

* Product or product lines offered

It offers a good range of burgers, hot dogs, sandwiches and other snackers with shakes and cold drinks. It also provides morning breakfast menu including eggs and toasts.

* Business positioning and competitive differentiation

It has positioned itself as a QSR providing a good range of burgers and hot dogs at a reasonable pricing. The competitive differentiation has been on cost advantage, as it provides good quality at a reasonable cost cheaper than its rivals. For example where Burger Barn ( its rival) chargers Rs. 60 for a normal burger it chargers Rs. 45 for the same and of the same quantity and invariably the same quality.

* Services provided

As for service, orders are placed at the counter with immediate payment and the order is served at the table when it is prepared. But during lean hours waters take the order from the table itself. It also provides home delivery free of charge to nearby places

* Customer Service

Customer service is fairly reasonable as the waiters serve the order on time and the owner is quiet courteous to the customers as well while taking orders.

* Business personality

The business personality of Burger House would be "Spirited". It promotes the idea of enjoying and having a nice time over a meal. Also it targets youth hence Burger House supports a spirited personality.

* Wants and needs filled; psychological needs filled

It fulfills 2 needs:

1. Physiological Need of hunger

2. Social Need of having a good time together with family and friends

As for psychological needs it gives value for money hence the customers feel satisfied and content.

* Location and physical layout

It is very conveniently located in lane 7 Koregaon park. It has a basic physical layout which includes both inside sitting with ac