ADVERTISING TECHNIQUES USED BY INDIAN

RESTURANTS

A Project Submitted to

University of Mumbai for partial completion of the degree

of B. M. S (Bachelor of Management Studies)

Under the Faculty of Commerce

By
Mr.Arman Salim Shaikh

Roll no.160

Under the Guidance of

Mrs.Navya Premdarsh

B. K. Birla College of Arts, Science and Commerce (Empowered Autonomous), Kalyan

Academic Year 2023-2024
B. K. Birla College of Arts, Science and Commerce (Empowered Autonomous), Kalyan
Department of Management Studies

CERTIFICATE

This is to certify that Mr.Arman Salim Shaikh of B. M. S (Bachelor of Management Studies)

Semester V (2023-2024) has successfully completed the project on “Advertising techniques

used by indian resturants” under the guidance of Mrs.Navya Premdarsh.

PROJECT GUIDE:

COURSE INCHARGE:

INTERNAL EXAMINER:

EXTERNAL EXAMINER:

PRINCIPAL

Seal of the
College

Date of submission:
 Declaration by Student

I, the undersigned Mr.Arman Salim Shaikh hereby, declare that the work

embodied in this project “Advertising techniques used by indian resturants”,

forms my own contribution to the research work carried out under the guidance of

Mrs.Navya Premdarsh is a result of my own research work and has not been

previously submitted to any other University for any other Degree/ Diploma to this or

any otherUniversity.

Wherever reference has been made to previous works of others, it has been clearly

indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and

presented in accordance with academic rules and ethical conduct.

Mr.Arman Salim Shaikh

 Acknowledgment

To list who all have helped me is difficult because they are so numerous and the depth
is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to
do this project.

I would like to thank our Director(Education) and Principal for providing the
necessary facilities required for completion of thisproject.

I take this opportunity to thank our Course Incharge, for her moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide

Mrs.Navya Premdarsh whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference
books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project.
Table of Contents
CHAPTER 1: INTRODUCTION ................................................................................................................. 8
1.1 Company Background (Client Brief) .................................................................................................. 8
1.2 Business Problem: ............................................................................................................................... 9
1.3 Key Objectives: ................................................................................................................................. 10
1.4 Product-line: ...................................................................................................................................... 11
1.5 Mandate: ........................................................................................................................................... 12
1.6 Mission Statement:............................................................................................................................ 13
1.7 Product Market: ................................................................................................................................ 13
1.8 Competitive Arena: ........................................................................................................................... 13
CHAPTER 2: LITERATURE REVIEW .................................................................................................... 15
CHAPTER 3: ENVIRONMENTAL ANALYSIS ...................................................................................... 17
3.1 PESTEL Analysis: ............................................................................................................................ 17
3.2 COMPETITOR’S ANALYSIS: (An Overview) .............................................................................. 21
3.3 Porters five forces Model: ................................................................................................................. 27
3.4 INDUSTRY LIFE CYCLE ANALYSIS: ......................................................................................... 30
3.5 STRATEGIC GROUPING ANALYSIS .......................................................................................... 31
Chapter 4 INTERNAL ANALYSIS ................................................................................................ 34
4.1 SWOT Analysis: ............................................................................................................................... 34
4.2 The Seven ‘S’ of McKinsey:............................................................................................................. 38
4.3 The VRIO Framework: ..................................................................................................................... 40
4.4 Marketing, Sales and Promotions: .................................................................................................... 41
4.5 Resource and capabilities:................................................................................................................. 43
4.6 Service Gap Model: .......................................................................................................................... 45
Chapter 5 RESEARCH OBJECTIVES ........................................................................................... 47
5.1 Research objective: ........................................................................................................................... 47
5.2 Research: ........................................................................................................................................... 47
5.3 Population: ........................................................................................................................................ 47
5.4 Sample: ............................................................................................................................................. 47
5.5 Research Methodology: .................................................................................................................... 48
5.6 Frame Work: ..................................................................................................................................... 48
5.7 Hypothesis: ....................................................................................................................................... 49

6
Chapter 6 RESULTS AND INTERPRETATION ........................................................................... 50
6.1 Market Research: .............................................................................................................................. 50
6.1.1 Normality Test: .......................................................................................................................... 50
6.1.2 Correlation Test: ........................................................................................................................ 66
6.1.3 Regression Test: ......................................................................................................................... 67
Chapter 7 STRATEGIES AND IMPLEMENTATION .................................................................. 69
7.1 Marketing Mix: ................................................................................................................................. 69
7.2 MARKETING PLAN ....................................................................................................................... 76
7.2.1 Target Market Segment Strategy: .............................................................................................. 76
7.2.3 Marketing Strategy: ................................................................................................................... 78
7.2.4 Pricing Strategy:......................................................................................................................... 78
7.2.5 Promotion and Advertising Strategy: ......................................................................................... 78
7.2.6 Sales Strategy: ............................................................................................................................ 79
7.3 OPERATIONAL PLAN: .................................................................................................................. 81
7.4 ANSOFF Growth Matrix: ................................................................................................................. 84
7.5 BCG Matrix: ..................................................................................................................................... 86
Chapter 8 LAYOUT AND SALES FORCAST .............................................................................. 88

1. 8.1 Recommended Layout for ............................................................................................................. 88

8.2 Sales Summary of Restaurants:........................................................................................................ 90

8.3 Income Statement: ............................................................................................................................ 93
Conclusion and Recommendation: ............................................................................................................. 94
Limitations: ................................................................................................................................................. 95
References:.................................................................................................................................................. 96

7
 CHAPTER 1: INTRODUCTION
1.1 Company Background (Client Brief)
Was founded in 2001 by two friends Mr. Junaid and Mr. Ashar living in Islamabad. Situated on
G-8 markers, Islamabad in the heart of a populated upper-middle-class neighborhood, the
concept was simply to create a cozy environment that was well suited to have great
conversations, served quality freshly cooked meals. After 16 years of fine-tuning, product
development, and loads of hard work, we have what you see today. As of 2011, we have two
locations (G-8 Markus and F10 markers). Today, we still offer a stimulating atmosphere with
lots of conversation pieces on the walls and serve excellent quality, fresh cooked meals. We are
defined as mainstream casual dining Restaurants. We provide friendly, attentive service in a
relaxed environment by staff and owners that truly enjoy their job. Over the years our menu has
changed to reflect today’s consumer. We have current menu of over 50+ items including fish &
chips, premium quality steak, burgers, a great selection of entree salads and more than 20
vegetarian options.

Moreover, Restaurants is a locally owned Restaurant. Restaurants are providing a combination

of excellent food at value pricing, with fun packaging and soothing atmosphere. Restaurants are
the answer to an increasing demand for the fast food as well as continental food and Chinese
food. In today's highly competitive environment, it is becoming increasingly difficult to
differentiate one food outlet from another. Our main priority is to establish outlets in crowded
malls, preferably in the prominent shopping malls in Twin Cities. Later, our effort will be a
further development of more retail outlets in the surrounding area. This plan is prepared to obtain
a feasible location and best growth strategy that could help them in the successful expansion of
the Restaurants. The financing, in addition to the capital contributions from shareholders, will
allow "" Restaurants to successfully open and expand through year two. The forward moving
step will allow them to provide its customers with a value-driven, entertaining experience
through the creativity of its founders. Will entice youngsters to bring their friends and family
with our innovative environment, as well as with the large menu including Continental, Chinese,
and Fast food and unique signature dipping sauces.

8
1.2 Business Problem:
The main and significant issues which “” is facing today are the problems related to its marketing
department, they don’t have a strong and efficient management to deal with the highlighted
problems and solve them effectively. They need to improve and motivate its employees in order
to gain customers. The reason is the stagnant growth.

Furthermore, the main issues comprises of that there is no business plan, there isn’t any mission
statement, lacks in advertising, R&D, technological advancements and they have no official
website of their Restaurants. As now days, customers are of very demanding nature they always
wants to visit those places where they feel comfortable to pay in exchange of the highest value
they can earn. Businesses accordingly, need to update their business plans, but, firstly you should
have one to update it. In case of “” they have no such plan to check and balance their
performance. Another problem, is one of the critical issues faced by “” and that is the absence of
the mission statement, until you don’t know what are your objectives, how can you make a
strategy to accomplish them or implement any strategy. First you need to know what your
customer desires then work on identifying your objectives in order to meet the needs or
requirement of your customers and then plan strategy accordingly.

Many other Restaurants in town are competing in every aspect and doing well in that, in order to
achieve a competitive edge over the other, while “” doesn’t even have any advertising
department who must focus on how to make “” popular or at least recognizable among people.
All these main problems are occurring due to the inefficient research and development system of
these Restaurants. The competition in today’s world is much intense that you have to just follow
whatever your customer tells you to do. Now, as the businesses are becoming more customer-
focused, everyone needs to create a strong and efficient R&D as a separate department in their
organizations because it has the main task to do, with the help of R&D we came to know the
recent demand and requirements of our customers as well as we can know our lacking areas in
business which needs improvement and attention. Day by day technology is changing and
bringing in some new and innovative concepts which are applicable in every type of businesses
everywhere. Meanwhile, the improvements in businesses are mainly because of these changes
occurring every day because if we don’t change ourselves according to the demands our
businesses will suffer and we would lag behind and as a result growth will become stagnant as in

9
case of “” they lack both of them R&D and the technological advancements, resulted in less
visitors and no growth.

1.3 Key Objectives:

1. To construct an efficient marketing plan: need to have a proper management and

marketing plan because they don’t have much acknowledgement in the market and their
customer segments are not much clear in their point of view. They are not targeting a
specific class or a specific segment, they want to target a large set of customers at the
same time but they have issues in doing so. The plan will include the pricing strategy, the
STP (segment, target and positioning) of their Restaurants in minds of customers, the
marketing strategies and advertising and promotional strategy.
2. To develop a business plan with an attractive mission statement: It is very important
for any business to have a goal in their mind so that they can achieve a superior quality
and profitability by meeting the expectations of their customers. Mission statement is
necessary in order to give a clear image to the people about your business, that what you
are doing. Doesn’t have any mission statement, and for the reason they don’t follow any
specific objectives, a mission statement should be designed for.
3. To capture and retain as much customers as possible: For any business your profit
and sales depends majorly on the customers’ attraction and retention. The more loyal
your customers will be the more profitable business would be. Today, businesses are
more customers focused so there is an intense need of attracting as much customers as
possible and not only to just attract them but also retain them in order to make them loyal
with time by visiting again and again. Wants target its strong segment so that it could
gain a competitive edge.
4. To improve quality and services in order to gain more customers: The aspect of the
friendliness and quality of services delivered to the customers is of ample importance in a
service sector industry, the main focus should be on the quality of products or services
provided and the attitude and behavior of the staff in case of, they have to train their staff
in order to be unique in delivering value and capturing the customers attention.

10
 5. To identify competitors in order to sustain and improve current position in market:
In order to be successful, firstly, you have to identify the actions of your competitors,
what they are providing and compare their performance with yours. This analysis of the
existing competitors will assist in, how to improve the current position of your business
and sustain your position in the industry. Should identify its competitors and look for
areas where they need improvements and sustain their position or compete their
competitors.
6. To improve overall operations of the Restaurants: The operations of business are key
to its success if operations are not efficient then you cannot attain a desired position.
Doesn’t have an efficient and effective operational plan they are just working in a cycle
where they have nothing much in order to add-up in their value chain. Should have a
new effective operational plan which adds value to their management and operations.

1.4 Product-line:

Like every Restaurant also has a product line, which is very extensive and they have much
variety in their menu. They are providing the best from each and every cuisine but they need to
understand that by targeting on the cuisine where they have a competitive advantage would be
more appropriate instead of providing everything from everywhere.

Menu

 Lunch Boxes
 Salads
 Starters
 Tan door
 Soups
 Desserts
 Snacks
 Cold Beverages
 Continental, Italian & Mexican
 Hot Beverages
 Sea Food
 Rice
 Chinese
 Pakistani Foods
 Bar BQ

11
1.5 Mandate:

Core Issues Activities Deliverables

1. Marketing plan
2. BTL and ATL
3. BCG Matrix As have inefficient
strategies and it lacked
4. STP marketing. This will
Marketing and
5. Marketing Mix assist us to determine the
Operations Strategies effective future growth
6. Brand awareness customer survey and will result in efficient
7. Business Model Canvas business procedures.
8. An off’s Model
9. Operational Plan
In order to compare the
10. Forecasting Sales past and present financial
Financial Stability 11. Income Statement position of, past 5 years
projections have been
12. Balance Sheet made.

13. Five forces model

14. SWOT analysis
To drive the attention
15. Competitors analysis towards the external
Environmental Analysis 16. PESTEL analysis conditions and to analyze
their importance, a
17. Industry life cycle analysis strategy is planned for “”
18. VRIO framework
19. 7’S of McKinney

12
1.6 Mission Statement:

“Our aim is to provide Joy through Quality of food, in a Traditional and hygienic
environment”

This mission statement is giving a different style of description to the customers that how is
going to cater their needs and wishes, through this statement anyone who plans to visit will leave
happy and would surely be visiting again. Because in Pakistan Traditional cuisine has much
importance people find and try out places where they could get high value with stylish ambiance.
This also covers the concept of hygiene, while eating or the hygienic environment inside the
Restaurants where customers can sit and enjoy the quality meal in a traditional and healthy
atmosphere. The things which can differentiate them from other Restaurants can be the
Ambiance, seating arrangements, the quality, atmosphere and the brand name if they focus on
their advertisements.

1.7 Product Market:

Is doing its operations in Islamabad and want to grow their Business. They are targeting the
Upper class and Middle Uppers.

1.8 Competitive Arena:

The Competition is increasing day by day and as ’s competitors are not too old in the industry
they have established themselves in very less time and achieved a place where they could easily
attract customers from their competitors. Competitors have grown much in short period of time
whereas is left far behind in this area, they need to sustain their position and have to work for it
in order to sustain their position.

13
Competitors:

The competition is very strong among these Restaurants as there are many others but have a
strong competition in terms of growth and expansion and the profit potential with the following
Restaurants:

 Jahangir Baltic and BBQ

 The Mona
 BBQ Tonight

14
 CHAPTER 2: LITERATURE REVIEW
The service industries have intense competition and different firms in this industry try to
differentiate themselves according to the time their customers have to wait for the service to be
delivered to them and compare this with pricing. Allon and Federgruen (2004) described their
research on this area by comparing waiting time and price levels in their model. This model has 3
parameters; Simultaneous competition (SC), Service level first competition (SF), and Price first
competition (PF). As results contributed to the fact that managers should higher their
performance quality levels and lower their prices so that they can gain a sustainable or even a
dominant market share. These authors describe that SF and PF are harder to achieve and
equilibrium cannot exit.

Dr. R. Gopal et al (2003) emphasized on some of the growth strategies which are significantly
important and helpful in any type of organization. They provide firms with the some strategies;
Differentiation approach, leadership and vision, marketing investments, alliances and
partnerships and cultivation of local markets. Adoption of these can effortlessly improve the
functional as well as the managerial level of the organizations. Moore (2004) described that
managers must adapt to these innovative strategies in order to be unique and different than their
competitors i.e. disruptive, application oriented, product related, process related, experimental,
market oriented, business model oriented and structural. Today many organizations lack in their
operational and technical capabilities as in case of “”, they also lack efficiencies in operations
and management as well as they lack innovation in technology which resulted in stagnant growth
of their Restaurants.

Another factor that affects consumers’ behavior and in turn growth and profitability of a
Restaurants is social media. One of the causes of challenges faced by “” is their current approach
towards marketing, advertising, and operations. Advertisements are main marketing element of
any industry. It is the best way of communicating messages to customers. A lot of research has
been done which shows how ads can affect the popularity of different industries. Tsai et al
(2007) found that advertisements have a great impact on human behavior such as personality,
knowledge, and attitude which can affect the buying decisions of consumers. Khan et al
described that one of the roles of advertisements is to develop brand image and brand preference.
Brand image can be built in the minds of customers through advertisements.

15
Moreover, Fejza and Asllani (2013) suggest some better ways to improve the marketing
strategies and their implications on food industry. They have explained how the food industries
are focusing more towards the increase in their productivity and entrance to new markets while
they are not paying attention to the strategies or chances they got in existing markets. Authors
are recommending some key steps to the food producers to survive in market are; they must
divide ownership to management, consistency in management, try to enter the locally unexplored
market segments, innovate existing products, establish R&D department, and employ marketing
manager within organization.

16
 CHAPTER 3: ENVIRONMENTAL ANALYSIS
3.1PESTEL Analysis:
PESTEL study is a professional instrument that could help us regulate the macroeconomic
features that will influence business operations. Moving on a PESTEL examination procedures
include the political, economic, social technological, Ecological and Legal aspects that usually
influence a business process. A PESTEL study of a diner will be useful for defining if the
atmosphere is suitable for such an industry.

Political

Legal Economic

PESTEL
ANALYSIS

Environmental Social

Technological

17
Political:

Political impacts influences the mark to which the govt. effects and reins businesses. Therefore,
for a Restaurants industry, the leadinges sential features are accepted to be health regulations
concerning food stuff preparation. Also a Restaurant is accepted to be affected by features that
must have a consequence on extra dealings similarly, like tax rates and labor laws.

Nearby there isn’t such political pressure in Pakistan on food business. The belongings that
generate obstacles are the administrative uncertainty like protest that disturbs the food industry.
Furthermore, the tax rates are the main aspects that mark the Restaurants revenue. As is working
in a capital so they are facing higher tariffs in Islamabad as relate to other cities.

Political Factors:

Administration laws regarding cleanliness, healthiness and food rules, food morals, etc.

Financial measures of administration concerning to the Restaurants business and running eating
joints; that include authorizations, examinations by Health and Food Ministry sectors, etc.

Economic:

Economic features are extremely significant to a Restaurants industry. This is since the
Restaurants are an extra valance, not a requirement; people must have the throwaway income to
spend at Restaurants. Financial growth is, then, enormously significant for Restaurants.
Restaurants will also be exaggerated by the financial factors that affect most industries.

Economic Factors:

Interest rate would upset the price of capital, the rate of interest actually directly proportional to
the value of capital.

Rate of inflation regulates the rate of compensation of employees and straight marks the value of
the Restaurants’ product. Over, the percentage among the rate of inflation and salaries is direct.

Economic drifts action as gauge of the sustenance and revenue of business inside the Pakistan
and support you to adopt your marketing strategy.

18
Social:

The social aspects of a marketplace can have a great impression on an industry. Like, a very
health-conscious marketplace, an eating place must provide healthy and hygienic foods. One
more vibrant public subject is that the approaches that people have in the direction of Restaurants
a Restaurants positions a way upper chance in a market place where people select to eat than in
one in which publics select to stay at homemade.

There is surge in demand for food ingestion in Pakistan. Pakistani society likes to pay their time
in eating place and they also like to have conversation so there is an enormous rise in demand for
Restaurants publics like spending their time there.

Technological:

This aspect proceeds into technology complications that shake how a business carries its
formation or service to the marketplace. Amongst the exact stuffs that have to be dignified are
technical advancements. Moreover, Restaurants must need to consider around though people’s
distinctions, and their related technical prospects are perhaps to have an outcome on people.

A good technological configuration in “” is looked-for that would lead to progressive production,

achieving and distribution, resultant in condensed waste and lesser prices.

Ecological:

Pakistan is a country frontingundefined environmental fluctuation. Those are rains, earth quakes,
natural disaster, growing pollution due to manufacturing waste, etc. all these aspect straight or
incidentally are distressing the overall economy and business sector of Pakistan. Similar is the
condition with “” shower and earth quakes straightupset food business and specifically service
delivery business. So, the company must consider these factors and how to overcome these
environmental challenges.

19
Legal:

There are some administration rules and guideline for the supply of quality food products. And
administration applied these instructions to control the quality of goods. So firms have to follow
these instructions not only concerning to the food but also in concern with salaries and well-
being of workers. So “” also have to monitor all these instructions to create lawful atmosphere in
the county. And they too have to take care of prosperity of the workers and health of publics.

20
3.2COMPETITOR’S ANALYSIS: (An Overview)
The stakeholders are the ones who affect and got affected directly or indirectly by your
operations or with your business. Out of these stakeholders the competitors are the significant
ones and needs our immediate attention in order to minimize their influence which they can
leave on the performance of our business. Today, lays the most under this pressure and they
have very high threats of rivalry. All this can be determined by a feasible study of how our
competitors are performing and how we can deal with them in order to sustain our position in the
market. As we have done study of market we came up with 3 remarkable competitors of which
includes; Jahangir Baltic and BBQ, Mona, and BBQ tonight.

Jahangir Baltic and BBQ:

Jahangir is now one of the well-known dinning places in Islamabad and in Rawalpindi too. It
was known for its special chickpeas dish in late 60’s but its struggle for becoming famous
traditional Restaurants all over the country. And in a very short period it gained an eye catching
and mouth watering menu which started offering kamahi and Bar-B-Q. By the Reason of its
special and different taste provided to customers, it gained a lot of appreciation from its
customers and it targeted the taste buds of the people of twin cities Islamabad and Rawalpindi,
and became everyone’s favorite place to dine out.

Today Jahangir Baltic and Bar-B-Q is offering a variety of dishes along with the takeaway’s and
delivery services on daily basis. They offer lunch boxes, a number of deals for students, business
customers, or workers. Moreover, they provide tempting Bar-B-Q dishes, traditional Pakistani
food, Kashia and Handy are specialty in their menu, with Roast, Breast, variety of rice, Fish and
Patters of different kinds according to their customer’s desire and choice, Chinese dishes,
Beverages according to the weather, and wide range of desserts. Besides all this, Jahangir is also
famous for their extraordinary staff performance; they attend their customers delightfully which
would lead to the impression of visiting again. The manner of ambiance is very elegant, which is
a mixture of a traditional culture in order to attract both Pakistani as well as foreign customers.
The location of the Restaurants is also a plus point for them as many offices, and organizations
are located in that area because they provide cuisine for different companies and organizations
nearby.

21
Bar-B-Q Tonight:

“The True Flavor of Pakistan’s Traditional Cuisine” Bar B Q tonight was opened in 1988. Its
signature dish was and still is BBQ related cuisine. Its founders have worked really hard in order
to be successful in this field of traditional food providers and now they have near to the
accomplishment of serving the true flavor of Pakistan to their customers along with providing the
best hygiene and quality services.

Basically, they are serving the South Asian Culture in their very own way in order to be unique
and get a competitive edge over their competitors. They are towards maintaining the high quality
and focusing on delivering the best hygienic food in terms of quality in town. They are best
regarding their tastes and they have a perfect location where everyone can go easily and can
order a meal of their desire at a reasonable price as they have a target market which focuses on
upper middle and middle class. They have competitive edge in their parking area location; have a
noteworthy and significant ambiance which has attracted so many customers to visit there again
and again. However, if we compare with BBQ tonight, didn’t have such entertainment and lavish
ambiance which could attract their customers. Because of their staff services are also not up to
the mark they have slow service and low educated staff that is why they leave their customers
with no other option to switch to other Restaurants.

The Mona:

The Mona Restaurants located in the beautiful and enchanting boundaries of Per Oshawa, having
an eye catching location to attract as much customers as possible. This is situated on the hills of
Magalia at a height of about 1173 meters. The Mona Restaurants offers a great product line
which is focusing on the Pakistani traditional cuisine. It has a diverse menu which provides taste
from across the globe.

It offers many Arabic, Persian, and Central Asian dishes. They are attracting people across the
world to come and visit a place where they could find outclass and modern ambiance and
environment having the touch of their own traditions, culture and taste wrapped into the heritage
of Pakistan leaving customers experience which is unforgettable. Talking about the architectural
design and layout of the Restaurants its “spirals and wood” mingles the natural glory of ALLAH

22
along the modernity of the cultural and folk heritage. It has an edge over its competitors when it
comes to parking area, it has a spacious parking nearly includes 250 cars. They have 5 live main
kitchens where the chefs are cooking their meals in a unique and remarkable way which seems
mouth watering and presented in a delighting way which is catchy.

The entertainment sessions include “Gaza Nights “on festive occasions like Aids, and every
evening they have something new for their customers to come, relax and enjoy. Each evening
they arrange “musical night”. They have everything which could attract people to visit there.
Unlike, they don’t even recognize how their main customers are and which special meals to
target in order to gain customers attention.

23
 Jahangir Baltic

Company and BBQ Tonight Mona

Names BBQ

Locally owned Serves the best

Restaurants and traditional Bib Tonight is a Mona offers Chinese,
Overview which serve its Pakistani food in
traditional Pakistani and
customers with twin cities,
an attractive selected Chinese Restaurant and Continental food.
ambiance dishes, Bar BQ, serves Desi as well The remarkable
having large Desk food, Take
as traditional blend of health and
menu containing Away and
Continental, Delivery cuisine. taste is their peculiar
Chinese, and services every specialty.
Fast Food and day.
unique dipping
sauces.

 location Their extra

 Management Ordinary taste  Architectural  Quality food
Competitive
 Home Layout  Variety in
Advantage
Delivery designing product line
service  parking area  Educated
 service staff

Upper middle Upper-Middle

Middle class Upper-Middle class Upper class
Target Upper lower
Market Middle class

24
 Product Product
development differentiation Penetration Market
Marketing
strategy strategy segmentation
Strategy
and product
differentiation

Fast food and Desk and

unique dipping traditional food Desk and Bar.B.Q and
Major
sauces Continental Continental Food
Product
Offering

High Prices Moderate

prices High prices High prices
Pricing and
Cost

 Chefs Their extra

 Large ordinary taste of Quality food and
Strengths
product line veggies and Name of product variety
 Hygienic Strong Restaurants
food management

 No  Dull
advertising ambiance Low product line  High cost
Weakness
 No Business  Low  Management
Plan qualified  Low quality
 Outdated staff service
technology  Entrance
and
processes

25
  Rivalry of Intense
competitors competition Competitors Continental
Threats
is intense Of offering food offer more Restaurants
 Local fast with hygienic product chain i.e.
food chains food and stylish variety Tuscany
ambiance Courtyard,
Street 1.
 Marketing Quality food
 Increasing with an Penetrating into Quality food and
Opportunities
demand for attractive other cities of service as well as
healthy food ambiance and Pakistan and exotic environment
 Venture into renovating their abroad.
newer building.
markets
 Increased
demand of
fast food

26
3.3 Porters five forces Model:
‘” practices the concerns of external factors at changing concentrations. The company ought to
appliance these methods to accomplish these external factors and diminish bad impact. “Tan
door ifs” 5 Forces examination produces the following concentrations of the five forces:

1. Good competition (high)

2. Bargaining control of shoppers (high)

3. Bargaining control of sellers (low)

4. Threat of alternates (high)

5. Threat of recent entrants or new entry (moderate)

Buyer
Power

Potential Industry Supplier

Entrants Rivalry Power

Threat of
Substitutes

27
COMPETITIVE RIVALRY WITH:

“” experience great rivalry as an outcome of the big Restaurants market and it is already
saturated. This section of the 5 Forces investigation challenges the impression of challenging
firmsin side the industry thermosphere.

 Larger number of Restaurants (high threat)

 Great aggressiveness of Restaurants (high threat)

 Low substituting rates (high threat)

The Restaurants industry has numerous Restaurants of various sizes, like Chatta’s, BAR-B-Q
tonight and many more, “Tandoor i’s” consumers practice low switching costs, which indicates
that they will easily move to other Restaurants.

BARGANING POWER OF ’S CUSTOMER:

Essentially have to report the frequent powers of customers. In “Tan door ifs” circumstance, the
following are the outside aspects that add to the strong bargaining power of buyers:

 Low switching prices (high threat)

 High accessibility of substitutes (high threat)

As for the ease of shifting from one Restaurant to another, consumers can pick from numerous
Restaurants separately from. Moreover, here are some alternatives to Restaurants. These
alternatives include fast food outlets, bakeries, also as foodstuffs that one might chef at home.

BARGANING POWER OF ’S SUPPLIER:

This component of the portal 5 forces examination displays the effect of providers on
Restaurants.

28
  Large number of suppliers (low threat)

The enormous amount of sellers decays the effect of single providerson ‘”. This is particularly
due to a result of the lack of local coalitions among providers. Thus, this constituent of the 5
Forces examination express that provider influence is a least issue for “”.

THREAT OF SUBSTITUTES:

Alternates are a mainalarm for “”. Now in “Tandoor ifs” circumstance, the following outer
features generate the risk of substitution a dominant force:

 High substitute availability (high threat)

 Low switching costs (high threat)

Here are some alternatives to “Tan door if’s” foodstuffs, like product from native food
manufacturers and bakeries. Consumers can even cook their foodstuff at home. It’s also simple
to shift from ‘Tan door if’s’ to those alternates. So alternatives are a major problem that they
must report through tactics like product and services excellence.

THREAT OF NEW ENTRANCE:

New candidate can result “Tan door if’s” market portion. In “Tan door ifs” circumstance, the
reasonable danger of new entrance depends on the following external factors:

 Moderate capital cost (moderate threat)

 High budget of brand expansion (less threat)

The modest principal rates of founding a brand new Restaurants marks it a little Threat for “”.
Though, it's costly to create influential brand that might equal the brand because it is a familiar
brand. Thus, the threat of newest players may be a considerable issue for “”.

29
3.4 INDUSTRY LIFE CYCLE ANALYSIS:
“” Restaurants is not among the top Restaurants in Islamabad even though they have the brand
name but due to less advertisement and due to high prices as compared to BBQ Tonight and
Jahangir Baltic they are not consumer’s first priority. Moreover, they need to improve their
services and need to focus on the core competencies if they want to achieve the growth for their
Business.

MATURITY
Tandoor
GROWTH

INTRODUCTION
DECLINE

As illustrated in the above graph we can say that “” is somewhere between the introduction and
growth stage they need much improvement to gain more customers because the most of the

30
competitors in Twin cities are either between the growth and maturity or reached at the Maturity
stage and have more Loyal customers as compare to “”. In order to achieve growth and maturity
stage, “” has to improve their marketing strategy, operational strategy and need to pay more
attention towards expansion in order to compete with their competitors.

3.5 STRATEGIC GROUPING ANALYSIS

HIGH Mona

QUALITY Jahangir Baltic

BBQ-Tonight

LOW MARKET SHARE HIGH

Here (in the figure above), food and offerings are in comparison to the market share. Both
strategic groups are shaped. First group consists of two Restaurants i.e. “” and “Jahangir Baltic”
while the second phase includes Mona and BBQ Tonight. The analysis illustrate that “” offers
the second most best quality offerings in its surrounding market but their market share is low due
to external forces as well as intense competition also due to less advertisement. On the other

31
hand, BBQ tonight is at the top in terms of market share but at the lowest in providing quality
food. Moving on, the second group consists of Mona having a high market share as well in
offering quality food and environment. Whereas “Jahangir Baltic” is at the lowest ranking in
concern with market due to the lack of investments, network effect and sufficient networking
effect of local industry. While in case of quality they are also offering high quality. The brown
line represent the mobility barrier that consist between two phases, showing that these,
Restaurants face barriers while moving from one strategic group to another due to some reasons
such as ideal location or daily proximity for customers.

High Mona

PRICE

BBQ-Tonight

Jahangir Baltic

Low High

BRAND NAME

So moving on here you can see the price of food offerings are concerned in comparison to the
Price and brand name (mentioned in the above Graph), again there are two strategic groups. First
one consists of two firms i.e. “” and “Jahangir Baltic” whereas the next group consists of Mona
and BBQ Tonight. The analysis illustrate that “” offers the second highest price in its
surrounding market as wells a low brand name due to less advertisement and lack of growth. On
the other hand, “Mona” is at the top in terms of prices and second in case of market share. So on,

32
the remaining group consists of BBQ-Tonight having a highest brand name while “Jahangir
Baltic” is at the lowest in case of Brand Name due to less advertisement, less investment and also
due to low quality food offerings. The Blue line presenting existence of the mobility barrier
between two groups, Therefore firms face barriers while moving from one strategic group to
another due to some vital reasons such as ideal location or daily proximity for customers.

33
 CHAPTER 4 INTERNAL ANALYSIS
4.1 SWOT Analysis:
The Restaurants wants to deliver their best to the cutomers in terms of the high quality, perfectly
refreshing environment with an enchanting ambiance. The main purpose of their existance is that
they provide variety of meals, with health and joyful experience. They want to serve the classic
taste which they themselves enjoy, and known for the traditional cuisine the most. The SWOT
analysis assists managers to actually sustain their position by the external analysis and knowing
the threats your business might face, the opportunities it might be getting in terms of expansion.
While, the internal analysis shows the strengths your business have over the competitors and the
weaknesses might be needed to improve.

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

34
STRENGTHS:

 We are providing reasonable customer satisfaction.

 Providing tasty and hygienic food in neat and clean environment.

 Best Quality services.

 Qualified and educated staff.

 Multiple offerings included (Continental, Chinese, and Fast Food).

 Loyal customers are our major strengths.

 Our location is also our major strength.

 Strong positioning in customer mind.

 Satisfied staff.

WEAKNESSES:

 Less advertisement

 Less number of Franchises

 High prices

 Less technological advancement

 Less space for customers on weekends and specially on occasion like(Pakistan day, Enid
day )

 Less online presence like they does not have any kind of website.

35
OPPORTUNITIES:

 Growth opportunities

 Should concentrate on advertisement, extensive marketing require having more

awareness among customer.

 Changing customer tastes and new customer groups

 Concerns for climate and health are also trends that potentially add value to products and
services.

 Increase their product line.

 Need to Target a Niche

 Online Market

 Technological advancement.

 International expansion.

 Opportunity in emerging markets.

THREATS:

 Unstable Economic conditions.

 Intense competition.

 Political Instability.

 Government rules regulations.

 High tax rates.

 Change in tastes.

 Substitute product.

36
  War against terrorism.

 High prices.

 Health conscious consumer.

Conclusion:

Thus, with the SWOT analysis we came to know that they have to improve its overall
management, they must also work on the logistics as in operational plan should be made in order
to communicate clearly, the roles and responsibilities of the suppliers, employees and staff. As
this is a well established Restaurants of Islamabad it must focus on the need of customers where
they have abundant resources and in which they feel they could do better that their competitors.
They should target a niche and focus on it because this is not possible for anyone to target each
and every segment of population and cater to their needs whenever possible you must have to
stick to one thing and by fully focusing on it you can accomplish the desired position. In case of,
they must stick to their Desk Cuisine because most of their customers love their traditional
dishes and meals. Taste and hygiene is of most importance to the customer so they have to
emphasize on these aspects. Quality Assurance is very important in order to attract a large
customer segment. Moreover, the most significant factor is still missing which is to attract the
youth, do something unique so that youngsters who are fun loving and outgoing start visiting as
the “Desk Food” trend is now very popular among youth, it will boost the sales and will be
profitable for the Restaurants as well.

37
4.2 The Seven ‘S’ of McKinsey:
In order to gain an internal picture of the organization we have to do a study of its internal
operations and the work done on daily basis which includes these seven ‘S’ of McKinsey;
Strategy, Skills, Structure, Shared Values, Systems, Style and Staff. These elements are the most
significant indicators of the internal performance of the organization. Through these we can
easily analyze the situation where trouble is arising and how to improve it. These seven S helps
to:

 Analyze the current performance of organization and improve it

 Decide how to choose the Best suggested strategy
 Provide information about the future risks and challenges which may arise.

38
The Seven ‘S’ McKinsey for the internal assessment of “” are as follows:

S 1 (STRATEGY): The strategy of is to target a class of customers which visit their

Restaurants very often, and create a word of mouth for others as they have no advertising
plan or official website. They want to satisfy the emerging needs and demands of their
customers and gain profitability and growth as well. They want to achieve a better
position in minds of their customers.
S 2 (SKILLS): The Management skills of are average; they are not up to the mark but can
operate in an existing set of routine operations efficiently. But cannot do anything Extra
Ordinary. They provide their Catering services in Parliament.
S 3 (STAFF): They have no conflicts between the staff and management, their staff is not
skilled because they don’t get any proper training how to cater the needs of customers
right away, and so, the services are slow. There isn’t any monitoring and coaching for the
staff and employees.
S 4 (STRUCTURE): has a Centralized approach which consists of the hierarchy of Top-
Down approach where the Owner shapes Decisions and Top Management have to
communicate it to the lower level Management. The departments are working properly
but have no such authority to make decisions; they have to rely on the owner.
S 5 (SYSTEM):There is no check and balance on the employees and staff
S 6 (SHARED VALUES): They have multi-cultural staff in their Restaurants; therefore,
everyone is bound to show the positive attitude towards others. There isn’t any conflict
among them and friendly coordination with the Managers.
S 7 (STYLE): The approach which is following can lead them towards a competitive
advantage because their style of management is leadership. A leader is one who takes
everyone together as a team to achieve a goal. But their Leadership must have to be more
efficient to gain competitive edge. They also have an environmental style which focuses
on the traditional culture of Pakistan having wooden architectural patterns along with the
unique and modern ambiance.

39
4.3 The VRIO Framework:
The VRIO framework is consider as an excellent tool to analyze the internal environment of
organization. Basically VRIO particularly “stands for four questions one must ask include
resources or capability to determine its competitive potential:

“” contain many resources like qualified and experienced staff, location etc. Therefore they are
fully utilizing these resources. Although they have resources like their own farms but most of the
vegetables are sold to the markets. Moving on VRIO framework analyzes the resources and
capabilities of the firm and also explains that whether they are utilizing it properly or not. But “”
falls in this category of temporary competitive advantage because their resources are not imitable
by competitors “why” because not everyone could find the location like they have. As well as it
need a lot of investment to have more qualified staff. What we have found that they need to
reach the organized stage by providing value to their customers they are looking for. Through
organizing their resources and capabilities and also by competitive advantage they can reach to
the desired position. Lastly, they need to sustain the archived competitive advantage

40
4.4 Marketing, Sales and Promotions:
While the internal analysis of has been conducted we came to know that there is no marketing of,
they didn’t even have an official website of their Restaurants, no Face book page, no
advertisement. Their Sales as we have identified is because of their Desk Food, and the other
cuisines are not gaining much appreciation as Desk food is very known among its regular
customers.

Marketing:

Every firm has a marketing department in it along with many departments of the organization.
But specifically the Marketing department and the Marketing managers are liable for the
encouragement of the firm’s success and they can do it easily though multiple ways. is not
emphasizing on their marketing activities right now, they are focusing just on sales and want to
increase sales as much as possible but a firm cannot earn profits until it strengths their marketing
operations. They need to improve their marketing to result in gaining profitable and desired
sales.

Sales:

The consequences of lacking marketing activities are affecting the sales of the Restaurants. As
sales and marketing of a firm go hand in hand, they are equally important in the success or
failure of any organization. In order to gain competitive position, sales must be strong as well as
the word of mouth among people of your business too. Therefore, the CRM is of high priority in
the organizations, the Customer Relationship Management can assist a manager in multiple ways
to gain more customers and retain them for as long as possible because they can consequently
increase the sales of the firm. Also they can take feedback from customers to improve their
services for that they need to make an official webpage/website to keep in touch with their
customers.

41
Promotional activities:

The promotional campaigns, advertisements in print media and electronic media and activities
related to this will lead a firm towards recognition among the target market and increase the
sales.

Have to emphasize towards the promotional activities as its competitors are doing. Should start
doing the ATL and BTL activities:

 ATL (Above the Line):This type of marketing activity is followed whenever there is a large
market segment and you deliver your message through mass media, like, television
commercials, radio announcements, print as well as social media can help gain large number
of customer’s attention.
 BTL (Below the Line): This kind of promotional activity focuses on the direct form of
marketing communication this includes the activities such as distributing pamphlets,
brochures, placards, banner and billboards on roads. Must distribute the pamphlets in houses
as well as outside their Restaurants so that people could know about them. Because it will
help people to recall its name and would also high lighten main features.
 TTL (Through the Line): This usually takes advantage of the best of BTL and ATL by
making sure to attract maximum customer segment. In TTL customers are guided by the
mediums the firm wants to follow. TTL not only delivers your message to customers but also
helps to target the specific audience by using different platforms and mediums to gain a
higher rate of return on investment. Must target a niche and follow TTL strategy to earn
maximum profits.

42
4.5 Resource and capabilities:
Resources:

Has a broad set of its own Resources as it has an advantage of being an old Player in this
industry. They have their own classified chefs plus they have their own very old suppliers of
fruits, vegetables and ketchup. Due to this cost of these vegetables become low for them.

Start-up Expenses Rs.

Requirements

Start-up Expenses
Legal 50,000
Stationery etc. 20,000
Brochures 15,000
Insurance 80,000
Expensed Equipment 360,000
Employee/Payroll 460,000
Grand Advertising 200,000
Misc. Expenses 250,000
Total Start-up Expenses 1,435,000

Start up Assets

Cash Required 1,800,000

Start-up Inventory 500,000
Long-term Assets 120,000
Total Requirements 4,000,000

43
Capabilities:

Is capable of providing the healthy and hygienic food in an atmosphere of comfort, relaxation
with an admirable sitting.

Core Competency:

These are the strengths of a business that distinguishes its position in the market than its
competitors. Has a Core competence in its Desi food. As we come up with the results of a
survey that if efficiently marketed can become Restaurants with the best Desi food in town. They
serve their food in parliament canteen.

44
4.6 Service Gap Model:

Knowledge Gap:

This gap is basically between the consumer expectations and management perception. The
knowledge gap basically occurs when the service provider does not perceive correctly what the
consumer want. Like has expanded its product line thinking that customer might want number of
offerings but in real customer are more concerned in quality of Desi offerings and better quality
service and cleanliness.

How to overcome this gap?

Before introducing the new product they need to go through the research. Where they need to
find out whether there is demand for such product in the market or what features should be
integrated.

45
Standards Gap:

This gap is between the management perception and service quality specification. Moreover this
gap usually occur when the management perceive correctly about what the customer are looking
for but they doesn’t fulfill the expected standard. For example perceive that there is demand for
better quality services and fast response from the management. So they told the waiters to
respond fast to the customer but may not specify fast. This gap would be easily solved be the
management just through specifying things correctly.

Delivery Gap:

The gap is between service quality and service quality specification. Usually occurs due to
incapability’s and poor training of staff or sometime unwillingness to fulfill the service standard.
For example has set standard of hygienic food and no server will serve without hat or hair
covering, gloves etc. But server does not follow the set pattern or trained well this causes the
deliver gap.

This gap could be easily fulfilled by training or through making strict protocols that management
must need to fulfill. Otherwise they would be fined.

Communication Gap:

Communication Gap is between external communication and service delivery. This gap usually
occurs when service provider does not go through what they shows in their ads or statement
made by them. For example shows that they very unique and best ambiance in the Restaurants
but in real the case is reverse. So in such case the customer’s hopes are not meet. And customer
really feels annoying in such circumstances.

The thing is they just need to provide the right information about what they are and what they are
offering this is what customer looks for.

46
Chapter 5 RESEARCH OBJECTIVES
5.1 Research objective:
These are main objectives for our research which are as follows:

 To know the quality perception of the customers about

 To be aware of the issues related to the growth and expansion
 To have information about the price factor as compared to the competitors
 To know the existing or future competitors of
 To identify the core competencies of
 To figure out the importance of promotions and marketing on the image of
 To know the strategies that would be suitable for to expand itself in the future.
 To maximize the number of customers, sales and profits.

5.2 Research:
This research is based on quantitative data. The data has been collected through the questionnaire
survey method which is consisted of 18 Questions and these questionnaires are distributed
among’s Customers

5.3 Population:
The population researchers will focus in our research will be the residents of twin cities of
Pakistan i.e. Islamabad and Rawalpindi visiting.

5.4 Sample:
The sample size for our research was 100 customers of. Our research sample size will consist of
100 questionnaires and all of the data collection is conducted in Islamabad Region and from
Restaurants Customers.

47
5.5 Research Methodology:
The research on the current performance and future growth and expansion strategies has been
conducted on the basis of “’s ” is conducted by averages, Descriptive, graphs,regression, and
correlation.

5.6 Frame Work:

PRICE

QUALITY

PROMOTION

48
5.7 Hypothesis:
These are the following hypothesis on which our research will be based:

Ho: There is no relationship between Price and Quality.

H1: There is a relationship between Price and Quality.

Ho: There is no relationship between promotion and Quality

H1: There is a relationship between promotion and Quality

49
Chapter 6 RESULTS AND INTERPRETATION
6.1 Market Research:
The survey has been conducted for Addressing its Marketing and Expansion opportunities and
the questionnaire approach is followed while taking the information and data. The Market size
taken was of 100 respondents, out of which most of them are working males and females,
students are in less proportion as compared to the working people segment. Students visit very
rare.

6.1.1 Normality Test:

PRICE:

50
PROMOTION:

QUALITY:

51
52
Interpretation:

Since the data falls on the plotted line of the pp-plots, we can assume that data is near normality
for all three variables of Price, Quality, and Promotion.

Statistics

PRICE_1 PROMOTION_1 QUALITY_1

N Valid 100 100 100

Mean 2.8233 3.3850 2.3483

Std. Error of Mean .02938 .04760 .03240
Median 3.0000 3.5000 2.3333
Mode 3.00 3.50 2.50
Std. Deviation .29380 .47596 .32402
Variance .086 .227 .105
Scenes .003 -.309 -.272
Std. Error of Scenes .241 .241 .241
Kurtosis -.250 -.813 -.348
Std. Error of Kurtosis .478 .478 .478
Range 1.33 1.50 1.33
Minimum 2.33 2.50 1.67
Maximum 3.67 4.00 3.00
Sum 282.33 338.50 234.83

Interpretation:

From the table above we see that since the scenes of al l three variables are between -1 and +1,
the variables satisfy normality conditions on account of scenes.

As far as kurtosis is concerned, it should be positive, but in our case none of the variables show a
positive kurtosis.

53
Survey Questions with Interpretation

1. Dinning in lives up to your expectations

Interpretation:

As the above pie chart shows the results of how people think about and what perception they
have in their minds. From this we came to know that mostly people are not satisfied with their
services they are 52%.

54
 2. Food served in is of high Quality

Interpretation:

This chart is showing the quality of food served at is of high Quality, majority of people agreed
to the high quality of food served 42 % of customers in a survey feels that they are getting High
quality of food there.

55
 3. You give most priority to the food and hygiene

Interpretation:

The Above Table shows that the customers give more importance to the food and hygiene. We
can see that customers have high priority over the hygiene and 48% out of 100% gives priority to
hygiene.

56
 4. You heard about in Advertisement

Interpretation:

This graph shows that Customers who visited have already heard about it in some advertisement.
But as has no advertisements and promotions, therefore, the survey conducted shows that 52% of
the customers strongly disagree with the statement because they have never seen any
advertisement.

57
 5. advertisements are very catchy and attractive

Interpretation:

According to the survey conducted, the results show us that only 15% of’s customers have
agreed that have an attractive and catchy advertisement. However, 43% of them strongly
disagree with this because they haven’t seen any.

58
 6. Price Factor is important for you

6. Price Factor is
important for you
Strongly Agree
Agree
9.0% Disagree
Strongly Disagree
…

52.0%

39.0%

Interpretation:

The survey question of price factor gives us an idea about customers’ perception on the price.
Price factor is very important for every one nowadays, as 52% agreed that price has a great
importance for them. And only 9% disagreed to this fact.

59
7. is offering reasonable rates

7. Tandoori is offering
reasonable rates
strongly agree
agree
7
Disagree
Strongly Disagree
0

53
40

Interpretation:

The survey shows that seems to be very expensive place for the people who visited there.
According to the customers of, they strongly disagree with this statement which is 68%. And
only 7% agreed. But there are clearly a high percentage of people who believes that is not
reasonable.

60
 8. Prices are cheaper than their competitors

8. Tandoori Prices are

cheaper than their
competitors
Strongly Agree
9 Agree
Disagree
strongly Disagree
0

53
38

Interpretation:

This pie chart showed that only 9% customers agreed that is cheaper that its competitors. 53%
would strongly disagree to this and they feel that Jahangir Baltic, BBQ Tonight and even The
Mona may have cheaper prices than .

61
 9. is providing more variety in their Menu

9. Tandoori is providing
more variety in their
Menu
strongly Agree
Agree
15 disagree
strongly disagree

29

21

35

Interpretation:

This graph shows that 15% of the customers strongly agree that have much Variety in their menu
and they are satisfied with it. While, 35% disagree to that and perceive that it can make better
changes and might introduce the things in which it has an edge.

62
 10. have an attractive Ambiance

10. Tandoori have an

attractive Ambiance
Strongly agree
agree
Disagree
13
Strongly Disagree
0
23

64

Interpretation:

Most of the customers think that has an attractive ambiance which are 64% and a very few
disagree to it that is 13%.

63
 11. serves fresh Meals

11. Tandoori serves

fresh Meals
Strongly agree
agree
disagree
strongly disagree
0 19

25

56

Interpretation:

56% customers said that meals are served fresh at; however, 25% customers said that they have
sometimes experienced tinned or frozen meals at.

64
 12. You give priority to the Quality of meals

12. you give priority to

the Quality of meals
strongly Agree
agree
11 disagree
strongly Disagree
0

47

42

Interpretation:

47% of customers give importance to the quality of meals and only 11% give priority to other
features of the Restaurants, like, ambiance, entertainment, location etc.

65
6.1.2 Correlation Test:
PRICE_1 PROMOTION_1 QUALITY_1

PRICE_1 1

PROMOTION_1 -0.30** 1

QUALITY_1 0.21** 0.044046055 1

** Correlation is significant at the 0.01 level (2-tailed).

* Correlation is significant at the 0.05 level (2-tailed).

Interpretation:

From the above results, the correlation between Price and Promotion is strong at -30% levels
with statistical significance at 5% level. This means, greater the promotion and awareness done,
the lesser perception is developed about as a low-priced Restaurants. Similarly, the lesser
promotion would mean greater perception about low-priced characteristic of the Restaurants.

Similarly, the correlation between Price and Quality is positive at 21% level that is also
statistically significant at 5% level.

66
6.1.3 Regression Test:
Model Summary

Change Statistics
Std. Error
R Adjusted
Model R of the
Square R Square
Estimate

R Square F Sig. F
df1 df2
Change Change Change

1 .239(a) .057 .038 .31783 .057 2.948 2 97 .057

Predictors: (Constant), PROMOTION_1, PRICE_1

ANOVA (b)

Sum of
Model Squares do Mean Square F Sig.
1 Regression
.596 2 .298 2.948 .057(a)
Residual
9.799 97 .101
Total
10.394 99
Predictors: (Constant), PROMOTION_1, PRICE_1
B Dependent Variable: QUALITY_1

67
 Coefficients (a)

Unstandardized Standardized Co linearity

Model t Sig. Correlations
Coefficients Coefficients Statistics

Std. Zero- Tolera

B Beta Partial Part VIF
Error order nce

1 (Constant) 1.305 .456 2.86 .005

PRICE_1 .272 .114 .247 2.38 .019 .211 .236 .235 .908 1.101
PROMOTION_
.081 .070 .119 1.15 .253 .044 .116 .113 .908 1.101
1
A Dependent Variable: QUALITY_1

Interpretation:

The regression results show a strong and positive impact of Price on Quality at beta level of .24
that is statistically significant at .1% level. This means, one unit increase in Price perception puts
a 24% impact on Quality perception. In other words, the perception that the Restaurants offers
reasonable and cheaper rates of food for which the price factor is important in the customer’s
mind creates a strong impact on their quality perception about the food. However, there was no
significant impact of Promotion on Quality.

The entire model displayed an R-square of 23% that means both independent variables of Price
and Quality explain 23% variation in the perception of Quality. The rest may be explained by
other factors that are not covered in the model.

Moreover, the F-statistic of the model is significant at 5% level indicating that the beta is
positive in at least one variable of the entire model. The variance inflation factors (VIF) for both
independent variables are at level of 1 to suggest that no multicollinearity exists in the model.

68
 CHAPTER 7 STRATEGIES AND IMPLEMENTATION
7.1 Marketing Mix:
As we know many managers commonly use this statement to define what marketing actually is,
that it is “to put the right product, in the right place, at the right price and at the right time”.

Marketing mix is basically, to introduce your product or service to the market in a way that you
meet the customer’s requirements. By defining the four elements of marketing mix we become
able to define our marketing options for the service. The four elements are Price, Place,
Promotion and Product. Here, in case of they need to enhance their marketing strategies and have
to come up with some new and innovative ideas and strategies in order to become competitive or
at least to sustain their existing position.

These all four elements directly affect the sales of a business or organization. They must be
managed efficiently as well as effectively by the marketing managers in order to lead their
business towards the success.

Price

Place

Promotion

Product

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Place:

In order to become competitive you have to have a strong recognition among your customers.
The location factor is very important if you are dealing with a Restaurants business. Most of the
customers dine out just because they need a relaxation or to spend their leisure time in an open,
luxurious and comfortable place where they can eat and enjoy the meals they are having. So if
there is a lot of noise around the Restaurants people might not visit there.

By studying the market research we came to know that have an attractive architectural structure
of their building and also the place is quite good it has parking area and a noise free location.

70
But due to lack of knowledge in their customers that is now open in F10 markers, people might
don’t know about them. Because there is no advertisement or branding of, therefore, must
communicate to their customers that they have opened in F10 and already having the former
Restaurants branch in G8 markers.

As their competitors are leading in this area they have quite obvious locations and everyone
knows where The Mona, Jahangir Baltic, and BBQ Tonight are situated, because, they do
promotional activities for their Restaurants and keep in touch with their customers. Have to
focus on this element of Marketing along with others. This could definitely result in an increase
in the sales.

SALES
PLACE

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Price:

Price is another significantly important factor in any kind of business. Pricing should be done
with the alignment of the customer’s perception about your services or product and according to
the worth of your product. Pricing could affect the buying behavior of the customers, is charging
high rates for their meals which is not being much appreciated by its customers.

 Prestige: Customers are actually buying their needs to fulfill their requirements and for
this they need to pay for that and when they pay they feel that they should get much
quality out of their money spent. Customers should have a good perception about their
services so that they will pay whatever you charge; your positioning must be strong.
 Status Quo: should symbolize its brand as a high quality Restaurants so that people who
look for high Quality and those who are Brand conscious would also visit and create a
word of mouth for others to come. It include consumer past experience with the product.
If consumer went to the Restaurants before then he/she will go again.

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  Sales/ Profit: Your pricing is an important factor to increase sales; a small decrease in
price could result in high sales and profit. Has and impact of price as they will increase
the promotions they will get a less perception of a low priced Restaurants.
 Competition: competitors are earning more profits by offering high prices to their
customers. Also have to make some strategy to compete in the market.

Promotion:

Now days a business cannot survive until it do promotional activities for the sustenance of its
position or to compete from their competitors. And all of this becomes possible by conducting
the marketing and promotional activities for the businesses. These are the activities you do in
order to get recognition and a positioning in the minds of the customers, to get desired attention
and to get famous among people.

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’s case is different they are not doing any promotions and marketing for their Restaurants to be
known this is the main reason they are not getting the desired response. They must give
advertisements in television, or an advertisement in the magazines and newspapers. Their
location is also not well known by their customers they must introduce a map for the directions
and roadmap to their customers so that they may not get difficulty in reaching both the branches.
Promotions have a direct impact on sales too. Therefore, must focus on this element and start
working on their promotions. , since it’s been started haven’t become much popular among the
public. The reason is that they lack marketing and advertisements.

 Public Relations: The people relations are a key element of promotional mix and by
communication and keeping in touch with you customers you can create a word of
mouth. Not only the customers, but the staff and employees working inside are of greatest
importance if the people inside the firm are not happy and satisfied then how can they
make the people outside the Restaurants happy and satisfied. As the research is conducted
we examined that the staff at is good they have potential to do grate jobs.

’s staff needs little improvement and training in order to maximize their efforts in gaining
large number of customers. They would become more motivated and trained if proper
training sessions are conducted. This would consequently increase the manner of services
they perform in dealing with customers. The survey conducted have shown that, greater
the promotion and awareness done, the lesser perception is developed about as a low-
priced Restaurants. Similarly, the lesser promotion would mean greater perception about
low-priced characteristic of the Restaurants.

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Product:

These include the physical features of the product. People now-a-days are very conscious about
the quality as the awareness among people about different products and brands is increasing. The
greater the awareness the greater the knowledge for product will be.

As the food authorities have become attentive these days and they are keeping a check and
balance on quality so people are becoming more conscious especially about the food industry.
Must also follow the rules and laws made by these authorities and should convey their quality
check and balance to the customers. It will result in a strong brand loyalty among the customers
along with the trust and confidence people would perceive for Brand.

Is providing a wide range of cuisines and tastes from around the world but their core
competency as examined through the research and survey is Desi Food and BBQ. They must
emphasize on this segment by targeting a niche segment of youth who prefer to enjoy dining out
for a classy and traditional Desi food. And should add more quality and value to Desi food by
focusing on it so that it would become attractive for customers to visit again and again.

75
7.2 MARKETING PLAN

Market Size:

There are approximately 2000 Major and well known Restaurants in Pakistan.

Market Segments:

“” will appeal to a broad base of customers in all the residential and business Community. The
placement they have to pick out for is primarily to be to the Growing of housing societies in
numerous cities. Like G-8 Branch of is within the middle of the capital of Pakistan, includes a
population of Over two Million. The residential population within the immediate area is
comprised of a combination of single family and multi-family housing.

7.2.1 Target Market Segment Strategy:

Segmentation:

These are the some variables on which need to segment their market:

 On the basis of Demographics:

Include: Gender, Age, Ethnicity, Household income etc.
 Then comes the psychographic:
Refer to Customer choice, Behavior, Preferences.
 And Lastly Geographic’s:
Like: Region, Area, Location and Climate.
So these are the areas “” should focus on in case of targeting the market segmentations. These
three variables help them to find out their desire customers. And will play an important role in’s
profitability or revenue.

Target:

We find out from our research that “” is targeting Upper Middle and middle class. So if they
want to compete in the market and Growth, they need to target the lower middle class as well as
the major and successful opportunity for them is targeting niches because it is an important

76
factor that play vital role in success of most of the businesses. After going through the
segmentation, they can easily analyze their target market where they can move.

Positioning:

Positioning refers to how customers perceived the product. “” follow a positioning strategy that
what are consumer’s perceptions about them and that are their Quality Desi offerings. But now
they need growth they have to move forward. In order to reliable positioning strategy, they firstly
have to identify their desire target market moving on they have to focus on the market
competition. For this “” must be well aware of their competitors’ strategy in order to be
successful. When they will deeply analyze their competitor’s actions then definitely it would be
easy for them to define their competitive advantage. And lastly they need to communicate and
deliver their chosen position and also sustain their position.

7.2.2 Unique Selling Proposition (USP)

Is going to be able to provide home-style meals alongside fast food, Chinese, etc. for an
affordable prices in a very comfortable ‘home-like’ setting. As a result of our current experience
with vendors, and our wonderful credit, we will negotiate higher credit terms than say someone
fresh beginner a Restaurants. We’ll also be able to keep our menu reasonable by providing menu
items that make the most of seasonal manufacture further reducing price. Finally we'll keep our
costs in restraint by meticulous observance of our manageable expenses – keeping close eye on
our Prime price Report and Inventory.

Competitive Edge:

’s competitive edge is in its Desi offerings as well as their staff. Moving on the atmosphere and
site is another fringe of. Our employees are our reflection. Our long run goal is to hire team
members that are actually hand selected and have a similar honest to goodness family values we
tend to do.

77
7.2.3 Marketing Strategy:
We understand the success of will have to be achieved by doing more than serving quality food,
and providing friendly service. We are going to utilize a marketing plan to build more customer
traffic. At we are going to regularly try to win a lot of customers by being proactive instead of
reactive in our marketing efforts and keep current with common business trends.

We will attain these goals by exploitation the following:

 Database: we are going to begin our campaign by marketing to our existing information
of consumers. We are going to email fliers announcing our new offerings.
 Loyalty Program/Birthday Program: Moving on we are going to provide a
birthday/loyalty programs.
 Corporate Events: Our Restaurants team will move within the local community and we
decide to take an active role by taking part, sponsoring, and donating to local, sports
clubs or teams within the market area.

7.2.4 Pricing Strategy:

At, accounting is important; therefore the profit of every dish will vary considerably and will
initially determine the cost of the menu items. We are going to benefit of our excellent credit
terms with our suppliers and can additionally update our menu to take advantage of seasonality
as an example in local produce things. We are going to additionally closely monitor the Prime
price Report that focuses on the manageable expenses of price of products sold and Labor.

7.2.5 Promotion and Advertising Strategy:

 Word of Mouth – We already have a database of existing catering customers and will
rely heavily on this method to attract and grow new business.
 Direct Mail - Bulk mailing either directly to potential customers or by including a
postcard in a value-pack-type mailing.
 Media: TV commercials, bill board etc.
 Website: We will stay current with industry trends and have a webpage, an Official Face
book page and Twitter web site. Our menu, map, and hours of operation are going to be
simply accessed. Within the future we could think about fax or email orders moreover a
phone application.

78
7.2.6 Sales Strategy:
Customer service is of the utmost importance. It’ll be our goal to produce a meal with superior
customer service. Coaching programs will include teaching materials to train our workers
regarding service attitudes, customer perception and how to handle guest complaints. All guest
complaints are going to be acknowledged by the employees and referred to management. And
customer feedback is going to be accomplished. There must be discounts and attractive offers,
deals for students separately, business lunch meals and home delivery services.

BBQ Platter

Mutton Ribs, Fish tikka, Qalmi Tikka,

Special Boti, Chatkara Boti, Mutton Kabab,
Gola Kabab, Chicken vegetable Kabab,
Biryani, Raita, Salad + Cold Drink

Rs. 1500

Serving- 5 persons

Office Lunch boxes

 Tandoori Special One person= Rs. 550
 Tandoori = Rs. 500
 Vege Box (diet Platter)= Rs. 450

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 Students Deals
Serving 1 person= 240

 1 Biryani+1 Tikka

Serving 2 persons= 650

 1 Karahi (full)+ Naan2

 Seekh kabab 6+ raita +salad
 1 Chinese dish

Serving 3 to 4 persons= 1000

 Full Karahi+Biryani+Tikka
+Naan+ Cold Drink
1.5L+raita+salad.

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7.3 OPERATIONAL PLAN:
An operational plan is the document that shows clearly each and every aspect of the business
wherever the operations are taking place. A plan is made to align the operations with the defined
processes and SOP’s of the organization. These includes the strategies their timeframe, roles of
employees responsible for doing operations, budget information and performance measures.

Consultation

Budgetary
Training Plans
Information

Operational
Plan

Maintainence Technology
Schedules Advancement

81
These are some of the other factors which can be helpful for:

Consultation:

Must encourage their employees to work freely and whenever problem arises it should be solved
right away with the consultation, they already have very good communication among each other.
The managers are also responsible for conducting consultation in each and every aspect, must
also give importance to the low level management to participate as much as possible. The
decisions taken for the betterment of the Restaurants, must also consists of the point of views and
opinions of the employees, staff or the middle and lower level management. Everyone must
consult each other in managing the day to day operations or the decisions taken for doing those
operations.

Budgetary information:

The operational plan is a document in which all the operations of a business are aligned with the
goals and objectives of the organization. It will also include all the budgetary information of the
organization which should be aligned with the strategic goals of the firm so as to ignore any
conflicts. In’s operational plan it should include a document addressing the overall sales,
revenues and an overall financial plan which must define each operation with its finances and
cost. It must be available to all.

Technology Advancement:

In its processes and operation must introduce the technology as there is a lot of advancements
are occurring day by day. Must cope up with the existing style of doing operations in a fast and
modern technology world.

Maintenance schedules:

Proper maintenance of the schedules, events and other operations which must be held on time
and any delay in these will lead to bad image in the minds of customers. For example: floor
sweeping, equipment repair and before food preparation processes.

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Training Plans:

Effective and efficient workshops and training sessions or classes must be held in order to train
employees what they need to do while attending the customers. During survey we have observed
very few employees and staff members who exactly know how to treat the customers. The art of
treating with your customers must be delivered to staff members.

And there should be a reward system for those employees who are motivated and committed
towards their work. The loyal employees are the strong asset of the company.

83
7.4 ANSOFF Growth Matrix:
The off growth Matrix is a planning tool; this is a tool by which the top level management; the
managers, executives and senior employees take decision for the future growth and expansion.
With the help of this strategic growth matrix a company could identify and develop its future
strategies and actions needed to be taken for business growth...

At this point must also look for improvements and the growth strategy which has been suggested
for after doing the research and survey is that they should do ‘Market Development’

Market Development:

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Market development is a growth strategy and tool that defines and develops new market
segments as well as niches for current products. A market development strategy targets those
customers who are not buying your products currently but you target them in a different way by
creating a different and separate market for it, making sure that now those customers will also
buy your services or product.

Furthermore, it targets new customers in new segments or target the niches. It is similar to the
ways which increases your sales by introducing new uses and advantages of your product. Can
take new measures and enter in a new market by introducing its existing products to that new
market. They can expand their services in a “Wedding Planning and Catering Services” business.

Can take its wide range of products to the catering services in weddings as these days this is
among the most profitable businesses. Can gain huge appreciation and high rate of return on
investment.

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 7.5 BCG Matrix:

HIGH

STARS Question Mark

MARKET GROWTH

 Desi/Pakistani food  Chinese

 BBQ  Italian, Mexican
 Continental

DOGS

CASH COWS
 Rice
LOW  Salads  Fast Food
 Desserts

HIGH MARKET SHARE LOW

This model is called Boston Consulting group's product portfolio matrix (BCG) and is
especially designed to assist with long-term strategic planning, it helps the executives and the top
level management of a business to determine growth opportunities by examining its portfolio of
products by defining which products have market share and which products have market growth,
and decide where to invest, where to discontinue investing or where to develop new products.

86
As in the model above, the survey is conducted to examine the products of and to gain an idea of
where standing is and which products of are more profitable and can maximize the sales if the
investments are done.

 Stars: In stars we have identified that has High market growth in industry and high
market share in their Desi and Pakistani food. Therefore, it is suggested that investments
in Desi food will lead them towards profit and sales maximization. These are;
Desi/Pakistani food, BBQ.
 Question Mark: Secondly, in the question marks we have identified those cuisines
which have high market growth as the taste patterns of people have changed and they
want something unique and different from Pakistani cuisine. These cuisines have a low
market share may be the customers of are not willing to buy these but there is a growth in
this segment. These are; Chinese, continental, Mexican and Italian.
 Cash Cows: The cash cows shows the products where there is low Market Growth in the
industry but have a high market share and they are loved by customers. These are; Rice,
Salads, Desserts.
 Dogs: Lastly in dogs we put those products in which there is no market growth and no
market share so has no market share and growth in Fast food. Therefore, they must stop
investing in this segment and generate some new value added products according to the
customer demands.

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 CHAPTER 8 LAYOUT AND SALES FORCAST
8.1 Recommended Layout for

88
Old Layout

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8.2 Sales Summary of Restaurants:

June July August Sept Oct Nov

Sales
4,560,645 4,331,400 4,854,572 5,292,800 5,600,200 6,400,200

Labor and
500,000 500,000 500,000 500,000 500,000 500,000
wages

Operating
1,896,585 1,740,312 2,080,005 2,200,178 2,409,400 2,800,500
expenses

Total
(2396585) (2,240,312) (2,580,005) (2,487,327) (2,909,400) (3,300,500)
expenses

Net income 2,164,060 2,091,088 2,274,567 2,592,622 2,690,800 3,099,700

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Sales Forecasting:

Year 2018

Jan Feb March April May June

Sales
4,760,800 5,100,400 5,354,470 5,762,500 6,400,100 7,083,395

Labor and
500,000 500,000 500,000 500,000 500,000 500,000
wages

Operating
1,700,665 2,002,152 2,179,007 2,307,327 2,608,786 2,892,978
expenses

Total
(2,200,665) (2,502,152) (26,679,007) (2,807,327) (3,108,786) (3,392,978)
expenses

Net
2,560,135 2,598,248 2,675,463 2,955,173 3,291,314 3,690,417
income

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 July Aug Sep Oct Nov Dec

Sales 8,005,476 8,564,375 9,348,434 10,913,253 12,450,240 15,443,575

Labor
and 500,000 500,000 500,000 500,000 500,000 500,000
wages

Operating
2,952,716 3,307,809 3,640,565 3,951,700 4,365,554 4,533,456
expenses

Total
(3,452,716) (3,807,809) (4,140,565) (4,451,700) (4,865,554) (5,033,456)
Expenses

Net
4,552,760 4,756,566 5,207,869 6,461,553 7,584,686 10,410,119
income

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8.3 Income Statement:

2017 from July-Dec 2018

Sales 31,039,817 99,187,018

Expenses

Labor and wages 3,000,000 6,000,000

Operating expenses 22,751,800 36,442,715

Total expenses (25,751,800) (66,442,715)

32,744,303
Profit before interest and tax 5,288,017

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Conclusion and Recommendation:
Now that we are concluding our research and we have analyzed and determined the issues with’s
growth and expansion, we have figured out that the issues with their marketing plan are main
reason for their stagnant growth. They have to implement a powerful and an effective marketing
plan in order to compete in the market or to expand their business.

The advertising department who must focus making famous or at least well recognizable among
people. All these main problems are occurring due to the inefficient research and development
system of these Restaurants. The competition in today’s world is much intense that you have to
just follow whatever your customer tells you to do.

We have suggested a well organized marketing plan consisting of their customer segments which
will provide information about where is their target market and on which segment they have to
focus on. As this is clearly identifies that their customers are snatching their customers as well so
there is a need to capture more value by just being a customer-based Restaurants, they have to
make their strategies according to the preferences of their target customers.

The core competencies are determined through the survey that which core products or meals they
should keep which could attract more customers. This is done by the BCG matrix and the
remaining suggestions are given according to the strategic analysis by An off Model that which
strategy would be more suitable for in the future growth.

An efficient Operational Plan is also recommended by us to follow; by this, could enhance its
existing skills and capabilities of doing the operations. We have introduced new student
packages with free home delivery. They need to implement these packages in order to capture
youth. Similarly we have also implemented a new traditional platter of homemade items in order
to capture those people who are vegetarian. The new layout design must be consider valuable
because it is very efficient way of capturing wider audience.

After all this a sales plan and a rough idea of forecasting has been done in order to give an idea
to that if they would implement these plans and strategies they could come up with much higher
profits and sales.

94
Limitations:
The limitations faced during the research project was mainly of time and resources, sometimes
people were not cooperative, cost and availability of internet and electricity.

Time duration was very short, in this short time we have tried best to cover each and every
problem and to give solutions to each of them. We have our scheduled classes, other class
projects and holidays that created delay in work.

The cost of transportation and cost of printing has been incurred in the project, although the
research has been conducted in Islamabad but we have to visit the Restaurants again and again to
collect data and questionnaires.

Some of the respondents were not at all cooperative with us. After dining at they don’t allow us
to give them questionnaires.

And lastly, the internet issues in our department were very disruptive during the work.

95
References:

[1] Jeep Fejza, Alban Aslant (2013), “THE IMPORTANCE OF MARKETING IN HELPING
COMPANIES WITH THEIR GROWTH STRATEGIES: THE CASE OF FOOD
INDUSTRY IN KOSOVO”
[2] Luis Almeida Costa and Ingmar Derrick (May 2005), “The Strategic Deployment of

Quality-Improving Innovations” The Journal of Business, Vol. 78, No. 3

[3] Gad Allan (2007),“Competition in Service Industries”Vol. 55, No. 1
[4] Dr. R.Gopal, Dr. Pradip Manjrekar and S.S. Dhond (2007), “Growth Strategies : A case
study of Maharashtra’sSea Food Exporters”
[5] Susan M. Keaveney (2010),“Customer Switching Behavior in Service Industries: An
Exploratory Study” Journal of Marketing, Vol. 59, No. 2
[6] Yew Kee Ho, Mira Tjahjapranata and Chee Meng Yap(2006), “Size, Leverage,
Concentration, andR&D Investment in GeneratingGrowth Opportunities*” The Journal of
Business, Vol. 79, No. 2
[7] M. Khan, Consumer Behaviour and Advertising Management, New Delhi: New Age
International (P) Limited, Publishers.
[8] M. Lorri “The Guide to Restaurants Advertising”, October, 2016
[9] S. Irfan, G. Osama, H. Iqra, A. Naeem, Asad (2014), “Factors Affecting Customers
Satisfaction in Restaurants Industry in Pakistan”, International Review of Management
and Business Research, Vol. 3, pp. 869-876
[10] Chen, W., & Lee, C., (2005). The Impact of Web site Image and Consumer Personality
on Consumer Behavior, International Journal of Management, Vol. 22, No. 3.

96
Website/ Official Web page Recommended:

97
Some of the Customer Reviews after visiting :

98
99
100
 Restaurants Customer Satisfaction Survey

QUESTIONNAIRE
What’s your gender?

o Male
o Female
Age

o 18 to 24
o 25 to 34
o 35 to 44
o 45 and above
Monthly Income (PKR)

o 20,000 – 40,000
o 40,000 – 60,000
o 60,000 – 80,000
o 80,000 – 100,000
o 100,000+
o Other (Please Specify) ___________

Promotion

Questions Strongly Agree Disagree Strongly

Agree Disagree
You heard about in an
advertisement
2. You know Restaurants already

You have seen any advertisements

of
3. advertisements are very attractive and

101
 catchy

Price

Questions Strongly Agree Disagree Strongly

Agree Disagree
4. Price factor is important for you

5. The Biggest challenge for you to eat in a

Restaurants is Price
6. prices are Reasonable

7. Their Prices are cheaper than other

Restaurants

Quality
(1 is most preferred and 4 is least preferred)

Questions Strongly Agree Disagree Strongly

Agree Disagree
Dinning in lives up to your
expectations
8. The food served is of High Quality

9. You give most priority to the Quality of

food and its Hygiene
10. Meals you prefer the most 1 2 3 4
Breakfast
Lunch
Dinner

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 No meal, Only drinks

Product

Questions Strongly Agree Disagree Strongly

Agree Disagree
11. is providing more variety of Products
from their competitors
12. They have Quality of products

13. The facilities provided with catchy

Ambiance
14. provide fresh meals (meat, Vegetables,
Fruits)

(1 is most preferred and 4 is least preferred)

How likely would you recommend to 1 2 3 4
others?
15. Which menu you prefer for to give 1 2 3 4
priority
Desi food
Continental food
Fast Food
Chinese
Italian
Thai
Mix of these

103