Problem Statement
Yolk-ay is a restaurant company owned by Rohit and Vikram, who are father and son. The business focuses on egg dishes preparation and prides itself in valuing the health of its clients and providing healthy eggs. Vikram feels that the venture has recently stagnated and cannot compete effectively with the others in the industry, such as KFC. Vikram suggests that the business can compete better if the menu is expanded to include non-egg dishes and delivery services to clients introduced. Rohit thinks that introducing new foods to the menu means that the restaurant loses its soul and what makes it known. He also feels that the delivery of egg dishes to clients means that the quality is affected during transportation, and they arrive cold. Vikram has already conducted several surveys on customer preferences in terms of an expanded menu and delivery, and the majority welcome the idea.
Case Solution
Gradual changes in the menu are essential in ensuring the business thrives and can compete with other players in the industry. This should be conducted with different strategies in different locations due to the varied cultures within those eight outlets. The addition of new dishes to the menu should come on the back of extensive market research to ensure minimal errors. Dubai would benefit from different foods as compared to Abu Dhabi due to the variations in the culture of the people who live there. The opinions of loyal customers in surveys could ensure their retention, while the opinions of prospective customers in surveys could market the restaurant (Richard, 2017). Initially, the additional dishes can be made on order for market testing to avoid losses and gradually incorporated into the permanent menu.
Focus on non-Indian customers is a crucial way of ensuring the restaurant is more successful in the existing outlets. New customers should be attracted by the restaurant despite the main dishes being predominantly Indian. The restaurant should modify its physical premises to ensure that art and instruments that depict other cultures are visible to the customers. The restaurant can then designate the distinct areas Indian section, American section, Arab section, African section, and European section, for example (Richard, 2017). These sections ensure that the customers feel a sense of familiarity while enjoying foreign dishes. This modification is crucial in warding off the stereotype that the restaurant is for Indians, inviting a wider market. The thought that customers from other parts of the world could meet their compatriots in the Indian restaurant is a selling factor.
Maintenance of staff qualities for the restaurant is an essential way of ensuring growth and maintenance of company culture. The staff at Yolk-ay are known for their hospitality when serving their clients, with a smile all the time. The friendliness of staff in the marketing department is a vital way of attracting new clients to the restaurant. This entails vigorous training in company culture and reminders of the high standards demanded by the customers (Richard, 2017). The staff should also be representative of the customers served at the restaurants. In areas with customers who are Indian, the workers should be mainly Indian in the reception and serving departments. This eases communication and ensures efficient service delivery. An employee profile that incorporates all client races guarantees that the customers feel welcome at the restaurants.
Changes in preparation and packaging for delivery services to ensure the concern of quality decline is combated. Rohit thinks that making the home and office deliveries for the clients is bound to affect the quality of the food they offer. Tweaks can be made to ensure that the quality of the food does not decline and remains within the declared standards. The preparation of the food and packaging can be bettered by ensuring that the packaging is in containers that retain the temperature of the food (Richard, 2017). Additionally, the packaging can be in a way that ensures the shape of the dishes is not distorted so that the aesthetic appeal of the food is not lost during transportation. The choice of transport media should also be meticulous to ensure quick delivery and minimal distortion to the food’s shape and appearance.
Expansion to non-Indian areas, making the company international, is an essential way of combating stagnation and ensuring the restaurant can compete. The restaurant should conduct market surveys in areas outside the larger Middle East region, such as Africa, Europe, and America. The growth of businesses within the spread of their cultures elsewhere is the method used by some of the biggest brands to expand. These include KFC, whose chicken is primarily prepared using American recipes (Richard, 2017). This company has spread the country’s culture across the globe, and it has been widely accepted. Yolk-ay could spread its Indian egg dishes across the world and satisfy the curiosity of customers who adore foreign cultures and are receptive to change. These expansions can come at the back of immense marketing of their products outside the region. This will ensure the company achieves growth and can compete better with players in the industry.
Reference
Richard, B. (2017). Hotel chains: survival strategies for a dynamic future. Journal of Tourism Futures, 3(1), 56–65. Web.