Purpose of the Research
This research tries to determine the strengths and weaknesses of Swiss Chalet restaurant. It seeks to gather and present information about the restaurant’s marketing management activities. It also attempts to identify a problem in the restaurant’s marketing management using an empirical marketing research.
Based on the research outcome, there will be proposed ways on how to address the determined problem, after which students should endorse modifications to the restaurant’s marketing supervision activities, with the aim of overcoming this problem.
Research Methodology
This paper uses the Internet as the main tool for research. It identifies the restaurant’s features which consist of its menu, offers, practices, marketing strategies and advertisement and consumer preservation. From this, the researcher shall identify the problem and recommends for its possible resolution.
Research Findings
Below are the research findings in each of the key areas pointed in the research methodology.
The Restaurant
Taken from Swiss Chalet website, the restaurant, one of the most iconic restaurants in Canada first opened in 1954. Starting that year, families have been coming back to Swiss Chalet generation after generation. With over 200 restaurant locations nationwide, the restaurant offers classic, craveable, wholesome foods that can be enjoyed inside or for take-out deliveries. Their rotisseriechicken is completed fresh on basis every day; its unhurriedcooked to flawlessnessand inessential to say, it never gets the inside of a freezer. The restaurant’s fries are hand-cut from their pantry from garden-fresh potatoes. Their Chalet dipping sauce is bubbledday-to-day on premise so clienteles can always be assured that the sauce tastes as delicious as they can reminisce. Their grilled-to order steeped ribs are marinated in the restaurant’s kitchen to make them drop off the bone tender. With this, at Swiss Chalet, people would always see that their nutriments are made different by real people –the trademark of the restaurant.
Aside from the plush menu, the restaurant is also opened for franchising which is also their investment option (Swiss Chalet Rotisserie and Grill, 2015).
Swiss Chalet Menu
One of their specialties is the special Swiss chicken which drives customers crazy. For a start, their rotisserie ovens only take fresh, grain-fed, chickens. With a dash of secret flavor and a 90 minute self-basting cooking method, the chicken dinner, is rather impressive after all.
Second in their menu is their marinated rib. The rib is marinated for over 24 hours, but only after the cook dry-rubbed those with their markedhazy mesquite seasoning. After that, they slow-cooked them for 2 ½ hours more, scrubbing each rib tender with theirmatchless Smoky BBQ sauce. So the customers just give them the further instructions and they will varnish the course by grilling them.
The restaurant alsogives potatoes like royalty. When it comes to taste, some customs are meant the difficulty.
The restaurant is at best in disclosing some interesting things particularly in their Chalet sauce. But nothing palateswell than their chicken, fries, ribs, rolls, spring rolls which makes the customers the difficulty to decide which is the best. Made from their concealed recipe that is agreed down through compeers; it’s seethedgradually to perfection every day before anything gets to be immersed in its glory.
At Swiss Chalet, they yieldboundlesspride in distributing the value, nourishing meals every customer come to know and desire, and the alimentary facts to make sure all their meal selections are as smooth as they are delightful.
Swiss Chalet is a restaurant that displays good ambience for dining, intimate or public. The place offers cozy area which adds more to the meal satisfaction that the menu brings to the customers. It is an environment-friendly restaurant that caters to how the customers feel relaxed while partaking to the sumptuous meals served.
Franchising
The restaurant offers and is open for franchising which according to them is a good investment option for those interested. The restaurant lists qualifications for probable investors due to the management’s discretion of sustaining the quality of foods and integrity of the business.
Advertising
Swiss Chalet Restaurant has a website and the restaurant concentrates only in this form of marketing and advertising. The website is attractive displaying the images of the meals or their specialties. Also on the website are the nutrition facts of their menu which is a good add-on to their webpage.
Swiss Chalet Restaurant is partly effective in their marketing initiatives. Marketing creativities can take off after setting the basics of the restaurant in place. For both novel and existing restaurants, marketing exertions would have to be constructed on a decent menu offering assortment, well willing recipes, good quality food and service, and a well-trained restaurant staff. The restaurant processes have to be well-organized and consideration to detail will amaze customers.
Restaurants grow into influential brands when they transport what they assured and customers instigate to presume high ethics that are supplementary with their brand. Steadiness becomes dire for brand maintenance.
This is anextremelyeffective marketing method whereby standing customers are heartened to return. This can be consummated through particularlyplanned events, merriments with some giveaways thrown in. It helps to upturn the incidence with which customers stay.
The Problem
Effective restaurant marketing will reproduce in advanced deals through higher paces and a loyal customer of repeat customers, and unceasing profits would help in making the restaurant fruitful.
Advertising comprises all the media related ingenuities to advertise the restaurant. These containads on television, newspapers, flyers and brochures distributed at site and so on. Though luxurious they help to generateconsciousness about the cafeteria. Swiss Chalet only focused on website development for its advertisement.
The restaurant can lureregulars through discount coupons, new product promotions, loyalty packages and free taste. These aid to fasten in new customers who embraceassurance of becoming restaurant devotees. The restaurant doesn’t give any freebies or coupons most especially to the avid customers.
Research evidentlydisplays that ads that look like editorial articles obtain 500% more circulation than ads that visibly look like ads. People don’t purchase magazines or newspapers to read the ads.These magazines and newspapers are used to obtain stories as well as on televisions. By making their ads explanatory and looking like the stories in the publication, they’ll get additional sales. When writing their ad, the management of the restaurant should pretend they are the editor of the magazine inscribing about their business or product.
Recommendations
Marketing and advertising are important for the sustenance of a business. According to Guide to Restaurant Advertising, while it would be agreeable if a new restaurant was so prosperous that the management needed to care about advertising, little establishments has such blessing. While the manager or the head of the marketing and advertising of the business may not have to promote like they did when they first opened, it is still imperative to advertise their restaurant. The restaurant should find for ways to prompt customers about how overwhelming their restaurant is, and induce them to come for dinner. Constructing a concrete social network over sites namely Facebook and Twitter, as well as a restaurant website, are economical ways to advertise your restaurant.
E-mails can also be utilized in the promotion of the restaurant. A testimonial is present in their website but this should be in several quantities and not only by one person or one testimonial. The restaurant should use e-mails to ask customers for their reactions positive or negative. The positive will be displayed and the negative will be used for future improvement. This is the slightestlavish but among the most actual marketing method which reliefs to reach out to the target regulars with new upgrades and discount releases, bulletins and posts comprisingcourses and content which would be instructive for the person who reads, who are part of the consumer base of the restaurant.
Empathy marketing plug-ins would help to bond the restaurant with other leading brands for collectivecampaigns. Fastening up with an already prosperous credit card brand, to elucidate, would produceoptimisticoutcomes.
Another important factor the restaurant should look into is its hygiene and freshness. . It is one of the first things people will notice when they come to at or stroll past a restaurant. The marketing note must contain that hygiene and freshness are the restaurant’shighestprimacy - and contain a hundred percentcash back assurance.
Bibliography
About Money, 2016. Guide to Restaurant Advertising. [online] Available at: http://restaurants.about.com/od/marketing/a/Advertising_hub.htm [Accessed 3 March 2016]
Swiss Chalet Rotisserie and Grill, 2016. [online] Available at: <https://www.swisschalet.com/> [Accessed 3 March 2016]
Swiss Chalet Rotisserie and Grill. (2016). Cara Franchising. [online] Available at: <http://www.carafranchising.com/swiss-chalet/home.html> [Accessed 3 March 2016]
