Introduction
Halifax, Canada is a decidedly multicultural, metropolitan area in Atlantic Canada. Noted for a well educated population, particularly in central city area, Halifax is home to a host of cultural venues and nightlife activities. One notable venue in Halifax is eateries. Coupled by a rich sport scene, cultural attractions and shopping activities, eating out is integral to Halifax's metropolitan scene. Further, given area's noted cultural diversity, ethnic food enjoys a broad popularity not only among local residents but also among international visitors. Increasingly in recent years, a growing number of Mid-East (particularly of Lebanese origin) restaurants have opened shop, offering a decidedly rich ethic eatery scene. The growing number of Mid-East (particularly Lebanese) restaurants has created, incrementally, a niche market for Mid-East eateries. In order to assess how viable a new entrant into Halifax's Mid-East eatery scene, a deeper analysis is required of industry's makeup and competition. The analysis is performed using, mainly, Porter's Five Forces. This brief paper aims, hence, to analyze Halifax's Mid-East eatery scene in order to assess potentials of a new entrant.
For a new Mid-East eatery to successfully and sustainably enter current Halifax eatery scene, value differentiation remains critical. Specifically, by offering up a differentiated restaurant experience indoors and outdoors, a new entrant is apt to develop customer loyalty and enhance brand awareness. This differentiation can be implemented by creating designs and layouts which should enhance customer experience indoors. Outdoors, a localized arrangement, if any, of seating areas, lighting and/or furnishings can create a unique sense of place, particularly for more "outdoors" customers. Further, a new entrant can differentiate service offering by organizing promotional events in which customers are invited (possibly using a mailing lists) for Mid-East Week Day / Hour. These events can be centered on specific themes in restaurant's original culture but also to brand specific dishes as signatures.
References
About Us. (n.d.). Mezza Lebanese Kitchen. Retrieved from http://mezzalebanesekitchen.com/ca/
Frisbee, W. R., & Madeira, K. (2006). Restaurant Meals - Convenience Goods or Luxuries? The Service Industries Journal, 6(2), 172-192. Taylor & Francis Online. doi: 10.1080/02642068600000020
Razin, E., & Langlois, A. (1996). Metropolitan Characteristics and Entrepreneurship among Immigrants and Ethnic Groups in Canada. The International Migration Review, 30(3), 703-727. JSTOR. doi: 10.2307/2547633
