Industry Analysis Casual Restaurants Marketing Plan

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Industry Analysis

One of the first choices a diner makes when selecting a restaurant is whether to choose a chain or an independent venue. Chain restaurants offer consistency in their menus and the level of quality and service they offer. But as chains grow, the level of quality can become more variable and priorities can shift from pleasing patrons to serving the needs of stockholders. In contrast, the Rusty Moose is an independent restaurant that provides a unique dining experience to new and loyal customers.



Some weaknesses that come from being an independently-owned restaurant include the costs of marketing and the challenges of building and sustaining a loyal customer base. The immediacy and trust that customers develop over time with a restaurant becomes an integral part of its brand and must be continually reinforced for the restaurant to grow.

One advantage for an independent restaurant is its ability to create unique food and entrees.

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This keeps the dining experience new and exciting even for the most loyal customer. A threat to an independent restaurant can be its location. A very young demographic in the area may prefer fast food to suit a young person’s or student’s hectic lifestyle; too many older patrons, in contrast, mean that the restaurant may not have a sustained customer base. The Rusty Moose is trying to suit the palate of a diverse demographic of diners, which can be one of the most difficult aspects of running a chain restaurant......

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