Week 8 EOC: 3 Quotes

This type of training helps ensure consistent quality, reduces costs due to waste, and increases guest satisfaction.(35)

The 4 Ps of marketing are the four key ingredients that managers use to create their own recipes for marketing their operations.(26)

Restaurant and foodservice managers should assess the impact of any market trend that can affect their establishments in the future. They can best do that by keeping up with current events and staying involved in their local communities.(12)

Quotes

"If service standards are not carefully identified and documented for future reference, the standards may not be known and followed by all. If that happens, the result can be the misuse of employee time, a waste of resources, and decreased profits." (276)

“The primary purpose for operating the facility would still be to support the mission of the organization operating it rather than to maximize profits." (93)

“When first entering an establishment, guests will make assumptions about it based on the cleanliness and attractiveness of its walkways, doors, windows, foyers, entrance, and waiting areas.” (40)

“These are areas in which the business excels.” (104)

“To be fully successful, a restaurant or foodservice operation must meet the needs of customers better than its competitors. Managers must understand who their competitors are and how much of a threat they pose to the success of the operation.” (60)

“ One way to determine opportunities is to look at strengths with an eye for building on them and to look at weaknesses to see if eliminating them can create opportunities.” (104) 

“This analysis is done so that the weaknesses can later be eliminated or turned into strengths. “ (104)

A well-constructed brand position statement is of immense value for managers because it helps them determine the marketing strategy and tactics that will be developed in their formal marketing plans. (23)

A competitive point of difference can be part of a marketing strategy to separate one operation from its competition. (254)

If managers’ marketing strategies create service expectations for their customers, those expectations must be met every time and at each moment of truth.(254)

While product, promotion, and place have always commanded a great deal of attention from managers, only recently have these professionals begun to truly appreciate the significance of price in the 4 Ps marketing mix. (29)

The important point for restaurant and foodservice managers to remember is that price can be perceived very differently by different buyers or even by the same buyer at different times. (29)

experienced managers know that, in their business, product, promotion, place, and price are important in establishing a brand position, but service quality is even more important to long-term success. (32)

Promotion is the manner in which an operation communicates with its customers. (30)

the 4 Ps of marketing are product, price, place, and promotion. When managers elect to feature service as a major PR campaign emphasis, they can choose to highlight one or both of two additional service-related Ps. (175)

At the start of the implementation phase, managers break the plan into discrete tasks, assigning resources to each one.  (121)

A business plan may also contain background information about the organization or individuals attempting to reach the objectives set for a business. (122)

Once a marketing evaluation is completed, it is important to use the information obtained to identify how to improve the success of both the plan and the business. (15)

This evaluation helps them identify areas that may need improvement to support their marketing plans. (18)

One of the best methods for understanding a target market is to develop a guest profile. (6)

Implementation, Evaluation, Control

The implementation of White Marble's pop up restaurant will not be of much difficulty. "At the start of the implementation phase, managers break the plan into discrete tasks, assigning resources to each one."  (121) To obtain fresh produce we will have to have delivery everyday and that is standard when maintaining a restaurant. The marble slabs will be brought in, we will have a standard size of 10x21 inches each, and the slabs will be cleaned and sanitised after every table. We will order the number of marble slabs according to the number of seats we have in our restaurant, as well as around ten extras. The fine dining courses will be maintained and implemented by the Chef. The Mexican Japanese fusion is brought out throughout the whole menu. The view of where White Marble is located implements the upper class atmosphere automatically without any cost.

The evaluation of this pop up restaurant is very crucial. "This evaluation helps them identify areas that may need improvement to support their marketing plans." (18) Since it is a pop up restaurant for only a month, White Marble needs to know who their potential customers are and how profitable and popular the restaurant could be. It could set a worldwide trend with the unique style of how we dine on marble slabs as well as our authentic Mexican Japanese fusion. We will offer surveys to customers that dine at our restaurant. An Ipad will be brought to the table after they are finished with their course to have a review of our service, food and atmosphere as well as what needs to be improved. White Marble feels that an Ipad will be more efficient as the survey will be completed in a faster and more convenient way rather than a pen and paper. It will also contribute to our fine dining upper class style.

White Marble will control all the necessary aspects in order to keep the pop up restaurant efficient, and producing quality food. "Once a marketing evaluation is completed, it is important to use the information obtained to identify how to improve the success of both the plan and the business." (15)
Since the restaurant is only open for a month, food and service will always need to be controlled often. For the whole month, the owner, managers and head chef will always be present so that quality is controlled and customers are satisfied. A good impression will need to be maintained. Food safety will also be controlled by obtaining a food safety certificate to ensure customers that our style of dining is very hygienic and sanitary.

Marketing Mix, Price

Price is the huge contribution to receiving the right number of profit to cover all the expenses of White Marble. "While product, promotion, and place have always commanded a great deal of attention from managers, only recently have these professionals begun to truly appreciate the significance of price in the 4 Ps marketing mix." (29) Even though it is only a pop up restaurant and will open for one month, the number of customers that dine in our restaurant and the amount of money they spend will determine if White Marble will be successful in the future when opened as a permanent restaurant. 

The attention that brings this restaurant to customers and the difference it has compared to other restaurants in the same location is that White Marble offers customers a fine dining experience with a low price. "The important point for restaurant and foodservice managers to remember is that price can be perceived very differently by different buyers or even by the same buyer at different times." (29) Competitors around the location offers customers with high ranges of prices varying from $70 to $300 per person not including taxes and drinks. Our restaurant provides every customer with the opportunity to experience fine dining food that is affordable to all types of customers. Our $23 set menu which includes an appetiser, entree, dessert, choice of beverage and also complimentary palette cleansers after every meal is a price that customers are not afraid to spend on. 

Contributing to our Mexican Japanese fusion, our unique style of dining on marble slabs and the ambience that we offer, as well as the rooftop view of the strip allows customers to experience the real fine dining quality. The quality service that we produce, outstanding authentic flavours of fusion, and the breathtaking atmosphere and view, is definitely worth the price.

Marketing Mix, Distribution

The distribution of all our products will be consistent and maintained of high quality standards. White Marble will accomplish a fine dining restaurant with a cost friendly price for customers to be able to afford a luxury meal. "The 4 Ps of marketing are product, price, place, and promotion. When managers elect to feature service as a major PR campaign emphasis, they can choose to highlight one or both of two additional service-related Ps." (175) The importance of distributing quality products is very high, as well as distributing the necessary items to create our unique and upper class atmosphere.

The marble slabs must always be cleaned and sanitised after every table. This will promote quality hygienic levels that are to be met in the standards of food safety. Our fine dining food must be produced with fresh ingredients and also prepared fresh daily. The food will be brought to tables on a black wooden plank, which will then be transported cleanly and precisely onto the customers marble slabs, mimicking the exact same positioning and detailing as it was served by the Chef.

The way White Marble distributes their products is the reason why customers come to dine at the restaurant. The atmosphere and the experience is due to the distribution of our food. It is very important that White Marble displays a consistent and clean quality of meals so that customers will be coming back to dine for the experience and the costly fine dining meals.

Marketing Mix, Promotion

Promotion is a crucial part in creating a successful business. "Promotion is the manner in which an operation communicates with its customers." (30) In this case, a pop-up restaurant in Las Vegas will need a range of advertising in order to attract as much customers as we can. Since White Marble is located in an area where tourists roam around, we will need to use social media as well as billboards and flyers that are not too cost expensive and also be very useful since it is very visual.

Social media will be cost free, so this will save the restaurant money on marketing. Social media apps such as Instagram, Twitter and Facebook could definitely boost up the number of customers coming in. It will also identify how many customers come to Las Vegas specifically to dine at our unique restaurant. Instagram will maintain the pictures of our quality fine dining Mexican Japanese fusion courses, as well as our star of the experience, the marble slabs. Twitter and Facebook can also promote new menu changes, or any particular specials that will be available. It will keep customers updated, as well as communicate with every customer about our unique style.

Billboards and flyers could also be useful. It is not that costly, therefore it will still be in budget with White Marble. Billboards will be seen by everyone who drives at the area where it is located, and since it is very large in size, tourists are able to see it too. Flyers could easily attract potential customers as they could be handed around by The Strip where a large group of people always walk around. "One of the best methods for understanding a target market is to develop a guest profile." (6)The flyers are able to communicate to customers that have no knowledge of our restaurant to give them insight of the cost friend fine dining fusion, and the unique experience they can encounter.

Marketing Mix, Product

The product for White Marble is the food that we are producing for the customers. The Mexican Japanese fusion of flavours that we bring will be our product, as well as the marble slabs that we are using as our own unique style to dine. Although the marble slabs are not on sale, they are still part of what attaches customers to dine at our restaurant. The creativity we provide customers is what makes them come back and dine with us, compared to a standard casual restaurant.

Our products will always be fresh, and prepared everyday before the restaurant opens. "Experienced managers know that, in their business, product, promotion, place, and price are important in establishing a brand position, but service quality is even more important to long-term success." (32) Our product will be of high quality standards as we are producing a fine dining meal with a low price. I believe it is not hard for White Marble to maintain fresh produce and also to keep customers from being 'bored' of our menu. This is because our restaurant provides customers with different choices of menu's everyday. They are able to choose from two menu's for each course. The marble slabs will also always bring attention to customers so our product popularity will not decline. The meals that we are serving are also very rare to the taste of customers. Mexican Japanese fusion is not likely to be found in large varieties across Las Vegas. In this case, our product will always be trendy because of our difference in flavours, and our creativity in dining on marbles,

Marketing Strategy, Target Market Strategy

The target market for White Marble is likely to be tourists, locals that go to the strip often and foodies that would like to try different things. This restaurant offers a unique style and dining experience for customers to enjoy, therefore the target market would be great for customers that want great dining experience.

Adults are more likely to dine at White Marble as the menu does not include a children's menu option. However, children are not restricted as alcohol is not sold at the establishment. Customers that like an upscale atmosphere and a fine dining palette would be highly interested in White Marble. "A well-constructed brand position statement is of immense value for managers because it helps them determine the marketing strategy and tactics that will be developed in their formal marketing plans. (23)" The location of White Marble is an advantage to gaining customers as tourist are able to see what the restaurant offers and it is much like free marketing as everyone takes good observation of what there is located in the strip. "One of the best methods for understanding a target market is to develop a guest profile. "(6) Tourists are more likely to try new experiences such as dining on a marble slab for every course. The price range is friendly to most customers therefore there would not be an issue of what age group White Marble will consist of the most. Since it is more of an upscale dining experience, this restaurant is able to showcase this by its atmosphere and the elegant marble slabs. It would highly be likely that customers that enter this restaurant will be dressed in a more formal attire and also have high standard etiquettes. They will expect high quality service from White Marble as it because of how we serve our food. "If managers’ marketing strategies create service expectations for their customers, those expectations must be met every time and at each moment of truth.(254)"

Situation or SWOT Analysis

A SWOT analysis is crucial as a part of opening a business, as well as a pop up restaurant. “This analysis is done so that the weaknesses can later be eliminated or turned into strengths. “ (104) An understanding of what strengths, weaknesses, opportunities and threats are to be encountered will ensure that White Marble is ready to improve their weaknesses, grow their strengths and opportunities and also minimise their threats.

The strength that White Marble consist of is its creativity. It is highly unlikely that another restaurant around the area has the exact same concept and theme. White Marble provides customers with a unique way to dine, which is dining from marble slabs that are provided for every customer. This is a large benefit for White Marble as it is different, and also could provide more tourist customers as tourist do not want to go for casual restaurants when in Las Vegas. They want to go for something they have never experienced. Which is what White Marble provides. Another strength that White Marble possesses is the pricing. Our restaurant supplies customers with affordable fine dining experience. $23 net price for a three course meal with complimentary palette cleansers in between each course and also a choice of beverage is what customers are looking for. The experience itself costs more than the meals, and we are providing customers with a great price also to enjoy the view of the Las Vegas Strip.

There are plenty of weaknesses that my restaurant could encounter during the duration of its pop up restaurant. One major weakness that could decrease the number of customers is the unique style itself. It could set some customers uninterested due to hygienic reasons of their own. Having the food allocated on marble slabs for every course is what combines the authentic flavours together more, however this could drive customers the other way around.

Opportunities for White Marble is great. “ One way to determine opportunities is to look at strengths with an eye for building on them and to look at weaknesses to see if eliminating them can create opportunities.” (104) The fusion blend of Mexican Japanese cuisine is still not presented much around the world. This will be a great opportunity for White Marble to gain loyal customers to these flavours and be the first restaurant to provide the best Mexican Japanese fusion. Also, with our unique style and method of dining, it grows even more opportunities for White Marble to set a worldwide trend.

Although our restaurant consists of various strengths and opportunities, there will always be threats involved. A threat that is likely to happen is image, timing and duration. There are plenty of restaurants around the area and especially located near the strip. “To be fully successful, a restaurant or foodservice operation must meet the needs of customers better than its competitors. Managers must understand who their competitors are and how much of a threat they pose to the success of the operation.” (60) Tourists and locals might rather want to dine in a place that is already well-known, or a place that they have been to or heard of. Even though we provide an inexpensive price, customers might much rather dine at a casual restaurant or go to a fast food chain that is cheaper and also known. White Marble is a pop up restaurant therefore customers will not recognise who we are and what we offer.

Objectives

White Marble has a range of objectives that need to be pursued during the period of the pop up in order to evaluate the success of the business. “These are areas in which the business excels.” (104) Our objectives are mainly to provide customers with an unforgettable experience. A business plan and a target market strategy as well as a SWOT analysis will guarantee that the objectives for White Marble will be met and "..contain background information about the organization or individuals attempting to reach the objectives set for a business." (122)

The Japanese and Mexican fusion are flavours that one has not been so familiar of. We want to create a palette that broadens customers with how authentic the spices from each country is when combined together. Also bringing creativity to mind.

The experience that White Marble brings to customers is unique. We want customers to be wowed by our service as well as creativity and style. “When first entering an establishment, guests will make assumptions about it based on the cleanliness and attractiveness of its walkways, doors, windows, foyers, entrance, and waiting areas.” (40) Serving food on the same marble slab for each customer and every course allows previous fragrances to be encountered together with new flavours. We want customers to enjoy and understand the true flavours of what real cuisine can do. Our fine dining experience and style convinces customers with an upper scale atmosphere, despite our standard set menu prices.

Business Mission Statement

White Marble is a unique pop up restaurant that provides customers with modern creativity and an unforgettable experience one has never encountered before. The mission statement is the most crucial aspect in White Marble as  “The primary purpose for operating the facility would still be to support the mission of the organization operating it rather than to maximize profits." (93)

Our mission statement is to ensure and maintain high quality service by professionalism within the employees while achieving the highest standards of fine dining food by using fresh ingredients in order to ensure safety and cleanliness provided to the customers. White Marble is a unique Mexican and Japanese fusion restaurant that will allow customers to experience the wide range of flavours that we offer as well as our creativity in plating our finest cuisine in marble slabs. With an outdoor patio, our restaurant is located next to the strip, which brings us to a modern yet classy atmosphere with a breathtaking view.

We always ensure our highest quality service because "If service standards are not carefully identified and documented for future reference, the standards may not be known and followed by all. If that happens, the result can be the misuse of employee time, a waste of resources, and decreased profits." (276)

Week 7 EOC: The Pitch

"Fusion,adjective

1. 1.

   referring to food or cooking that incorporates elements of diverse cuisines."

The ability to combine spices from two completely different countries is what defines my pop up restaurant. Only open for one month, White Marble will be located in Downtown Las Vegas, 1025 S Main St 89101. The breathtaking rooftop patio view of the strip will be the second reason for customers to dine at this restaurant. The first reason is the significance of the restaurant's name, White Marble. All meals will be served on a 10x21inch white marble slab per person. The marble slab will only be cleared after each table, which means that each course will be served on the same marble slab each customer has. All meals will be brought by black wooden boards from the kitchen which is to be transferred to the customer's marble slabs with great precision, allocating the smallest details back to it's original place. After each course, the marble slabs will be wiped down by the servers for the next course. The chef will incorporate ingredients that complement each course so the scent of the previous meal harmonizes the current flavours. The white marble slabs will be cleared, cleaned, and sanitized after every table, therefore food safety and hygiene is guaranteed. This attraction is what customers are here to encounter. Something rustic, yet a presence of an upscale atmosphere. White Marble offers a set menu of a fine dining experience of Mexican Japanese fusion, at a low price that satisfies all ranges of customers. There will always be three options of set menu's available for customers to choose from. Each three course menu costs $23 net price with complimentary pallete cleansers from the chef after every course and beverage choices of either Jamaica or Lime Green Tea. Customers over the age of 21 are not restricted to bring their own alcohol, and no extra charges will apply. White Marble will be open from 12pm-11pm. A total of 42 seats are available, therefore reservations are highly recommended.

Week 6 EOC: Setting Menu Prices

Price definitely influences the restaurant. It all comes down to what you want to experience or if you are there to eat or simply dine. Customers would pay a lot of money just to experience the nice view or setting of a restaurant and get great service. But other customers would rather go to cheaper places since all they are looking for is to eat. "the purchase decision may not be based solely on the buyer’s individual preferences."

Selling prices influences most guests in decision making because instead of purchasing a $12 soup in a casual restaurant, they could purchase a $7 burger, fries and drink meal at a fast food place. The money that guests are willing to spend and the prices they are selling food for is a strong aspect because if customers are there just to eat, they wouldn't bother spending more money on less food, just because the view is better.

By advertising low prices, it attracts customers from all ranges. "Advertising is one important way managers communicate marketing messages to target audiences. " From lower classes up to higher classes. It promotes specials and cheap meals for families to enjoy. Advertising low prices in a restaurant creates a wider range of potential customers as well as profit. A disadvantage could occur as well when advertising low prices to customers. It could bring their image down since a company that serves middle class food has driven down to advertise cheaper meals. Their image could change to a more cheaper place for customers to go. Also, the more they advertise cheaper meals the more customers would just want to go for the cheap meals. They would not bother spending more than what they can during those promotions. "Like advertising, promotions are designed to increase customer awareness or sales; however, sales promotions usually provide customers with a more urgent incentive to purchase a certain item. "