Innovations in the restaurant business

Type :

Term papers

Pages :

29 pages

Format :

.doc

Published date :

04/01/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

Introduction
Objective of the study
Methodology of the study
An overview of service marketing
1. Concept
2. Positioning and differentiation
3. Summary
Branding of restaurants
1. Issues of branding services
2. A comprehensive study
3. Brand research and development
4. Corporate, industrial and service branding
5. Brand management
6. Various adjectives of branding
7. Understanding the value of restaurant branding
A market study of restaurant
1. Characteristics of an effective market strategy
Customers' satisfaction and retention
1. Relation between guest satisfaction and employee
Bibliography
Conclusion

Abstract

The paper deals with the brand related issues in the restaurant industry and is an attempt to highlight the image and identify trends in the restaurants industry. It highlight the various efforts and initiatives taken by restaurants worldwide to improve on their brands to remain competitive. Moreover, the strategies that are adopted by the restaurants in order to create an impact of the brand in consumers mind. This dissertation intends to highlight the importance of customer satisfaction as well as the importance of retention in both aspects. (Internal customer and external customer) Beside, it's a well-acknowledge fact that branding of restaurants has got to play a significant role today in determining the performance and success portrait of any organization in a world which is consumer and employee focused. The dissertation brings into convergence an extensive contour of brands and branding related issues in restaurants emphasizing their market semblance and identity. In order to accomplish the objectives of the study, it is essential to articulate the manner in which it is to be conducted, i.e., the research process is to be carried-out in a certain frame work. The Research Methodology, which follows, is the backbone of the study. The plank on which the edifice of a study rests is information. The data contained here in has been obtained from secondary sources of data. The views of various experts in the industry have been referred to for the purpose of dissertation.