The business, Farm Burger is a joint that serves burgers since April 2010. Jason Mann and George Frangos were the primary entrepreneurs of the business. The main objective of the business is to come up with a burger experience that is superlative and connects the producers and the consumers directly. This objective is however met by the main challenge, which is to have control on prices of beef products. The stakeholders of Farm Burger are the consumers and the producers which it helps to link together (Mok, Sparks, & Kadampully, 2013). The producers include the butchers, ranchers, and local farmers. This Case Study Analysis will help to understand the key concepts about the Farm Burger business and how it purchases food for sale and at the same time analyze critically the complex business issues and suggest reasonable solutions for both global and local environments.
With the partnership of the producers, the restaurant is able to maintain a system that is humane, sustainable, and organic for the production of beef. Walker (2016) demonstrates that this system incorporates various steps from the search and maintenance of pasture, to processing the product, and then selling it to the restaurants. The restaurant makes the burgers from beef of cows that were only fed from grass and no other inorganic foods. The cattle are allowed to freely roam around the pasture, graze freely, and are never fed grain, hormones, or antibiotics. The dedication of Farm Burger to its practice and craft maintains a standard of high-quality food for its consumers.
This case study shows that the business faces two challenges; the inability to fully control the beef product price and the use of social media outlets to negatively comment on the platforms about the restaurant before allowing it to solve its problems (Juliet, 2013). Research shows that because there is a big variety of a social media platform that consumers can use, they can spread damaging information, much easier, and much quicker.
In a bid to come up with useful solutions, the business thought that it would use communication and technology to improve as an alternative. The business would get more into social media advertisements, electronic payments, use of websites, and the use of other advanced forms of technology in the kitchen. This alternative was however rejected after careful research; the owners were able to make the informed decision that the use of technology would not benefit the business as at the time. This is because the business did not have enough money to venture on buying and maintaining equipment associated with technology. In addition, faithful employees would have to be laid off because their work would be stolen by the technology.
According to Walker (2016), in order to accomplish the solution that has been proposed, the successfulness of the ventures has to be concentrated on the expansion and creating customer value. For example, the business is currently finalizing the process of its expansion plans to open a third joint in Dunwoody, Georgia. This is a good choice of location as it has both a residential community that is strong and a business district, which is a hybrid of the two features. The expansion philosophy of the restaurant is based on the belief that when workers are given the opportunities to work they can vehemently deliver (Walker, 2016).
In conclusion, to resolve the problem of efficient restaurant purchasing and management, Farm Burger should practice sustainable purchasing. This can be done by adopting cost leadership and increasing brand presence. Also, the company should cut operational costs and focus on diversification of products. These strategies and goals will help the restaurant to gain result control and leverage its competitiveness (Walker, 2016). When making plans to purchase food products, Jason and George should always plan with accuracy, particularly for the meat products. This will ensure that the annual sales of Farm Burger Restaurant will increase. Ideally, the responsibility falls on the shoulders of the owners of the restaurant, Jason, and George to grow the brand.
References
Juliet, N. A. (2013). Design and implementation of a computerized restaurant management information system case study Jeveniks restaurant Enugu state.
Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality, tourism, and leisure. Routledge.
Walker, J. R. (2016). Introduction to hospitality. Pearson Higher Ed.
