Yats Restaurant Case Study This Research Paper

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In that regard, it is also conceivable that food-to-go items introduced by the mobile service truck will generate demand for similar items in the Yats restaurants.

It is anticipated that the initial expenses for the fully outfitted and equipped mobile food service truck will be approximately $70,000. It is also anticipated that the truck crew will require some initial training and that the Yats chefs will have to participate in adapting the available food fare to the mobile environment. This process will include an assessment of what menu items can be easily prepared in the truck and how their ingredients will be packaged and stored for that purpose. Instead of hiring outside workers with experience in mobile food service operations and providing instruction to them in connection with learning how to prepare Yats products, it is preferable to recruit mobile truck operators from current Yats employees.

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It may be advisable to hire an experienced outside mobile food operations manager during the initial transition as well.

Ideally, the new initiative should also incorporate a cross-promotional campaign consisting of announcements and flyers with discount coupons distributed to exiting Yats restaurant customers to encourage them to try the mobile fare. Likewise, the mobile truck should distribute discount coupons to the brick-and-mortar Yats chain to encourage new customers of the Yats mobile truck to try the Yats restaurant chain, particularly in venues where mobile truck customers do not have a Yats restaurant nearby. Finally, in addition to increasing sales reciprocally, this cross-promotion campaign would also reveal potential opportunities for expansion of the Yats chain based on consumer demand in areas where there is no existing Yats restaurant but where mobile sales are….....

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