Similarities between Bar Louie and Soggy Bottom
In evaluating the busiest days within the week, both BL and SB exhibit being patronized with more customers on week-ends, especially starting on a Friday night until Sunday. The only difference is that SB is closed on Sundays which give a competitive advantage to BL who continues to offer food and services on that day. Concurrently, there are also similarities in designing strategies to attract clientele, especially during lean times. As observed, both BL and SB offer similar attractions such as weekly trivia, gourmet burgers, and large beer as well as cocktail menu. From the observation, it could be deduced that since both establishments are located in Flint, Michigan, there is great possibility that they conducted market research through identifying from customers’ responses and feedback, as well as from observing competitor’s strategies. These establishments confirmed that there are attractions that have been effective in capturing the interests as well as patronage from customers within the area. As such, these events and bestsellers in food items, are the ones that are being showcased or promoted. Finally, there are similarities in terms of Nielsen PRIZM social groups, particularly in exhibiting family thrifts and hometown retired within their respective neighborhoods. As such, the similarities in social groups as target markets or customers could also mean that these people could visit one establishment and transfer to the other to avail of their food and services at different points in time.
Differences Between Bar Louie and Soggy Bottom
Based on the unobtrusive observation made within the premises of BL and SB, the following disparities are noted: (1) environment or location, (2) menu, (3) ambiance, (4) customer profile, (5) advertising, (6) staff outfit, and (7) peak hours. The environment or location of each establishment is strategically different since BL is situated in a commercial district, while SB is located within a rural area. The difference is significant in terms of its ability to attract customers. Since BL is within the commercial area, it is expected to be frequented by shoppers and other customers who have scheduled businesses within the vicinity. In contrast, clients of SB could be observed to go the place intentionally or as planned. Although SB was observed to be situated beside a campus, other than students, customers have to travel specifically to reach the destination on a planned basis.
Moreover, the menu between the two establishments were also observed to be different in terms of variety and what customers perceive as bestsellers. When customers look at how the menu is designed, SB highlights burgers, sliders, and fries. In contrast, BL highlights appetizers, flatbreads, and burgers. The greater variety of food offered at BL confirms its format as more on a restaurant compared to the bar format perceived of SB. In addition, the ambiance confirms BL’s catering to the upscale crowd by designing a more lit and high ceilinged establishment with more spaces among tables and chairs. In contrast, SB was observed to be dimly lit and the crowd could be more converged within lesser spaced areas. The way these establishments were structured is synonymous with the expected clientele to grace the place. Since BL is located in a commercial district with more people who rarely knows each other visiting and patronizing their food and services, there is a need to be more formal in structure. At SB, customers are expected to know each other coming from the local community; as such, it is more conducive to house them in a dimly lit environment to create a cozier and friendly atmosphere.
Concurrently, customers at BL were identified to be of an older demographic, compared with the younger demographic seen at SB. The customers are possible of higher income at BL as observed from the slightly higher prices of food, as well as being situated in the commercial area. The advertising budget for BL were revealed to be greater through national commercials and links to social networking sites (Facebook and Twitter). On the other hand, SB is advertised solely on word of mouth and through a Facebook account which confirms its ability to cater to the local rural community members. Finally, the staff at BL was observed to wear an all-black uniform in contrast to staff wearing vintage clothes at SB. These observation confirms the more relaxed and information atmosphere at SB as contrasted to the formalized and structured ambiance at BL. The peak hours at BL also mirrors the closing hours at the mall; as opposed to SB’s peak of 8 p.m. and onwards, where, despite the more distant location, customers who are most likely residing within the area opt to frequent the place to unwind and spend time sharing experiences with others.
