A Greek immigrant founded Leo’s Coney Island in the 1970s, during that time, Leo started business with basic offering in their menu. With years, the food chain company diversified into offering a variety of foods and snacks that fit ones whole family. Leo’s as dedicated a lot of time in serving great foods and services including dining experience offer to its customers during events and gathering. To improve on customer-staff relationship, Leo’s introduced variety of ways to interact with its customers by offering special events day for families where kids are face painted and balloon animals insulted for the kids.
Coney Island has over 50 branches all over the Northern United States where it’s most popular especially in Michigan. Its main branches are at New Jersey, New York and Iowa. Other branches are found in cities such as Detroit, Birmingham, Livonia where there are three branches, Belleville and many other cities and towns.
Coney Island offers outside catering services foe organizations and individuals at an affordable price. By the help of its highly trained staff members, Coney Island can prepare all kind of foods and snacks at the location of the function with confident since they trust in their staff experience and dedication. For graduation, friends meet together and family gathering, Coney Island is there to prepare, serve and do all the cleaning after the event.
The succession of Leo’s Coney Island has been made possible due to its well-laid objectives that as seen its net profits rise by each year besides competition from other giant first foods chain. Coney Island has reinvested these profits back to the business by constantly opening new branches in other cities that has led to its growth. Coney Island faces competition from big and well-established fast food chain such as McDonalds, KFC, Subway and other huge fast food franchises. To deal with this competition, Coney Island has developed a strategy to keep it among the giants and keep its profits coming.to beat competition, Coney Island produces almost similar menu items will maintaining its originality to its customers and to those who prefer specific food s that are found in specific food chains.
Coney Island serves a wide range of customers; it serves retail consumers, families, organization staff and event promotions. Its locations makes it serve all kinds of customers from different backgrounds with majority being simple individuals and middle companies employees. The positioning of Leo’s is making it a performer since unlike other outlets such as Burger King, which focuses on young people, and mostly male as their main target customer it concentrates on wide market of all age categories. The Caney Island customer base include both those who are health conscious individual and the vegetarians’ category.
Leo’s Caney Island also considers the current change in customers taste by revising its menu and adding new healthier foods to its menu. The food chain works to be something for everyone and not offering everything for a certain group of people. Caney Island markets these products as fresher, better quality product for the customers. This perception sticks in the mind of the customers and strikes an urge that incites them to purchase this the improved and healthier food. This marketing strategy of learning customers want and the current moves in the market has pushed for the growth in customers visiting Leo’s Caney Island. These new foods are made available at a cheap price than other chains.
Leo’s Coney Island knows what customers want, where they want it and at how much they willing to pay. This enables the chain to set prices that are affordable for all people no matter their financial background. With Leo’s, one can buy almost anything you want at a generally lower price than other chains such as Subway. Caney Island beats other chains due to its exotic foods menu, the chain sells Greece foods thus widening its market to Greece community in US and other peoples who love and always want to taste foods from different cultures and backgrounds. The Greece special Burgers sale well to customers since they are made using spices and ingredients from Greece and in Greece style.
Their online ordering and delivery services also promotes to the growth of the food chain. They have promised to delivery orders in minimal time than other chains to the customers. This promise as seen the food chain gain market stand and increased number of customers ordering online for foods they want. This is one of their form of marketing strategy. It saves money as customers pass information to their friends due to the speed of delivery. The deliveries are paid with easy by choosing one of the many forms of payment methods that are free without any extra charges.
The main objectives for Caney Island is marketing strategy is to ensure that products fulfill the customers demand and maintains good and long relationship with the customers. To obtain this serenity in the business, flexible techniques need to be installed to deal with the demand and customer perception. These techniques enable the chain to run their business in marketplace efficiently and effectively. The objectives of this market strategy is to make sure the clients are pleased by the service and the product the chain offers. If the clients are pleased then this means the sales are going to go high and thus the chain will finally achieve its goals.
Once these market techniques strategies have been implemented, assess the comments and response from customers and if some changes are needed then implement. Leo’s marketing strategy technique should include exclusive marking of its services by packaging in unique looks that are eye appealing. Tangible and non-tangible aspects should be looked at too. Leo’s need to diversify to other parties of the world mostly in developing countries will lead to great fortunes and reduced competition.
Price strategy is so significant when marketing for a product or a service. Price may include discount services after purchase of certain amount of goods. Setting prices to almost the same or lower than your competitor will result to good selling has customers always look at prices of products and compare it with the rival. If you are a minor chain and you are expensive than the next chain which is known, then you will not breakeven. So good price marketing rises when the firm considers the pricing trend of the rival chain. Good pricing strategy attracts customers from lower and middle class people; this strategy affects the customers’ base that Leo’s Caney Island has presently. In order to boost services and products, specific pricing should be set as bundles such as family meal, combo meal and happy price menu. The bundles improves total volume sales for products and services. In a field full of well rooted fast food chains, price is always going to be a very crucial determinant, the buyers always have the purchasing power, if the price is set to high customers are going to run away to other cheap chains or to well rooted chains that they are sure of.
The chain will also set offer days; these are specific days or days in a week or in a month where Leo’s Caney clients can buy certain foods and snacks at a certain price or at a specific quantity bundle of goods at a lower price. Promotions should be conducted too through short videos in the social media sites. The videos should be short to attract prospective buyers. If limited to 15 to 20 seconds, people online will not be bothered and will not feel like they are wasting time in viewing them. People online generally hate staying in one webpage for long but they are willing to spend 15 to 20 seconds so it’s advisable for the videos to be limited to fit narrow minded people. Social media advertising is cheaper and first thus the firm will save more money through this idea. The videos need to be impressing and appealing to people, without people will not get bothered to watch them.
Successful marketing will always result to better turnover and breakeven of the business. Marketing does not need to be expensive; all marketers need his planning and rival studying. Suppliers should be trustworthy, by this; one does not have replace the them now and then. The raw materials need to be of good quality such that customers will always be coming back due to the quality the chain offers. Offering the best foods gives you an advantage of the other chains, suppliers are locked to your chain and consumers will always keep coming.
The company has a good reputation on long term environmental factors, this factors have strengthen its relationship with the society around the branches location. The chain has always believed in bettering the people that makes it survive. The company beliefs in two way benefit channel. Where the chain gives back to the society and thus building a strong relationship. The company is involved in various campaigns on keeping the earth safe for all of us. The company supports many activities that promote harmony and safe planet for both human and non-human lives. To make sure these campaigns succeed and are taken into consideration, the Leo’s Caney island chain has encouraged the keeping of the environment safe by avoiding excessive use of non-organic use of materials. The food chain buys and checks all the supplies that it requires from trustworthy supplies who follows the national government regulations on carbon emission and nature protection regulations.
Works Cited
Caney, Leo's. 2014. Leo's Caney Island. Dec 9. www.leosconeyisland.com.
Yung, Katherine, and Joe Grimm. 2012. Coney Detroit. Detroit, Mich: Wayne State University Press.
