MK 522 Marketing Management: An Analysis of Grill Kabobs' Market Strategy

Kudler Fine Foods has continued to grow and is now poised to make significant internal changes to increase revenue and customer satisfaction. Kudler Fine Foods is a gourmet grocery store and recent market surveys have shown they have continued to exceed customer 's satisfaction in every area except one: the cost of merchandise. By exploring ways to reduce costs Kudler Fine Foods will experience an increase in customer satisfaction.

Implementing a customer relationship management (CRM) program should fulfill each aspect of expanding Kudler Fine Food’s services, which should increase the company’s revenues and customer base. With the increase in the customer base, implementing a consumer database is necessary.

The restaurant targets middle to lower-middle class families with children, as well as adults and seniors, located in Orlando, Florida. The area within 15 minutes of the store has 10,000 families, mostly from lower to middle class neighborhoods. Average family size is 4 people per household. There is no direct competition; however, there are fast food restaurants like McDonald’s, Taco Bell and Wendy’s in the geographical target market. The lower to middle class population is growing at about 6% per year over the next five years in this area.

Kudler Fine Foods is a gourmet food store which also offers in store parties in order to introduce customers to their products and also teach customers how to prepare their specialty foods. They have expanded to three stores and are continuing to see growth opportunities in their industry. Kudler Fine Foods has planned on contracting with local growers to obtain their produce and now they want to add a catering service. Before they can do so, they must run the possibility fully through a marketing standpoint in order to assure the success of this project. This study will comprise of the opportunities Kudler Fine Food has in its marketing mix that will help them operate a successful catering business.

They introduced new cultures to the restaurant as they served “lentil soup, baba-ghanouj, okra with rice, and falafel sandwiches” (Nye 196), for three days, leading to Riyad’s cultural dishes becoming very popular allowing people to try something

In order to distinguish itself from competitors, especially Qdoba doesn’t want to be “me-too Chipotle”, Qdoba redesigned everything includes in-store layout, new branding, and personalized service. For example, Qdoba has colorful and artistic design on the wall, seating and washroom, which creates strong visual effect of Mexican culture and makes customer feel casual and happy. As we know, Chipotle is the King of burrito, however Qdoba choose to promote variety tacos to develop it’s competitive advantage. Qdoba launched a set of six Knockout tacos on October 27th, 2015, which enriched Qdoba’s menu items and provided more options for customers. Also, Qdoba’s employees with new designed uniforms are encouraged to speak their recommendations and provide more human touch services not machine-like assembly line. “The worst thing you could hear is as server who says everything’s good.” said John Cooke, VP, menu strategy and innovation at Qdoba. Furthermore, Qdoba introduced a kid’s menu and has 24 open hours for some locations to satisfy more customer needs.

Marketing research is important for all companies. A company must research the areas they hope to expand and know if they can be successful in that area before they ever decide to open up a new store. Marketing research will inform a company what will sell and what will not sell in an area and the main focus of a company should be researching the customers in the area and knowing competitive intelligence. If a company uses great marketing research it will give them the best chance to put together a great marketing plan and be successful. Kudler Fine Foods is a company that has been around since 1998 and currently has three different stores in the San

“A place where we appreciate tradition, but are not bound by it. A place where creativity and experimentation thrive. A place where fresh ingredients are prepared and hand crafted into delicious meals right before your eyes. At Qdoba, we believe perfection is achieved through skilled cooks, an open grill, and a friendly atmosphere.”—Qdoba’s Mission Statement.

* Presentation of the food will improve appetizing and more attractive and more likely to be eaten and enjoyed.

Together, they developed a new menu around freshness. Next, “wood-fire grilling” was introduced, as research showed it was the most preferred way of cooking seafood. This was a very effective way of repositioning the brand, as it helped to shift perceptions away from the fried foods of the past to the new fresh preparation methods. Furthermore, “grill masters” were introduced, and the position quickly became the most prestigious job in the restaurant. This was also highly effective, as it added a higher quality feel to the food, and served a dual purpose as the centerpiece of the marketing plan in 2011. In addition, a fresh fish menu was provided to consumers, separate from the main menu, which highlighted the daily catch. Finally, select ingredients were upgraded and restaurant locations were remodeled in order to strengthen the perception of top quality and freshness, while appealing to consumers other senses.

Now, the marketer wants to lunch, ugly food in the United States, and it would be an opportunity for Kroger to be first to introduce this thing. People will show the interest to new products because in our country food is wasted a lot. Such Efforts are very rare in the United States so far. Although, ugly food is relatively cheap then other food, and have the same taste.

To provide quality product, extensive menu of delicious foods, ensure customer awareness and loyalty and also have good publicity.

This dish is combination of simple Persian saffron basmati rice and any variety of Kebabs. Kebab is a dish of big pieces of meat, fish, or vegetables, all roasted or grilled on a skewer. Kebab originated from Eastern Mediterranean and eventually adopted by many cultures around Asia. The way this dish is served is on a plate with grilled tomatoes, saffron rice topped with butter and a spice called Somagh, and a skewer of kebab placed on top of the dish. In the old Bazaar tradition this dish was served in segments. The rice was served first with all the accompaniments. Second the waiter/server would bring the kebab on a skewer and quickly slid the kebab onto their plate. Usually they would put two different kinds of kebab this was called Soltani. The traditional beverage for this drink is called Doogh. Doogh is a sour yogurt drink with flavors of mint and salt mixed in. This dish originated in Tabriz. Tabriz is the northwestern region of Iran closest to Azerbaijan where many ingredients of the dish also

Mongols BBQ is a restaurant that provides Oriental cuisine in Los Angeles, California. The restaurant provided a limited buffet style menu during the lunch and dinner hours of the day. Located near the University of Los Angeles Campus, the restaurant appeals to many young adults, often students, and all the businesses and theater in the district of Westwood. Mongols BBQ is a very successful business and there are many factors in the way they operate the business that contribute greatly to their success. The restaurant industry in the US tends to be among the costliest markets to operate in but the owners of Mongols managed to leverage their experience in the industry and their cultural influence to run a restaurant below the industry average (see Appendix 2).

Ali Baba’s mission is to create and deliver the best kebab experience in the world. True to this philosophy, Ali Baba unveiled its World Class Executive Kitchen (WCEK), which is recognised as a world-class operation in relation to international standards of quality management and benchmarks. Led by extensive consumer research, its vision reflects the changing needs and tastes of consumers.