Wilson's Faily Restaurent

1. Problem/ opportunity recognition

The restaurant business of John is dealing with declining sales and he has been informed by his close connection that Swiss Chalet has been sanctioned a space two blocks away from his restaurant.

2. SWOT ANALYSIS

Strength

The strength of Wilson’s family restaurant is that they have been in hospitality business since last 17 years which means that they have gained the trust of people since last so many years. Another strength is that the owner of the restaurant John Wilson, has a diploma in culinary arts from a community college. Also, this restaurant has been described as ‘’best local and home-made food in town’’ by people in community. The restaurant is ideally located in a place from where 1.5 million tourists pass through every year and the area has population of approximately 3200 people. The restaurant has a menu which has reasonable prices as compared to the prices of nearby restaurant. For example, Oar and Paddle restaurant near Wilson’s restaurant is very expensive. The Wilson restaurants has apple pie for $3.99 whereas Oar and Paddle sells it for $7.99. The price of Chicken Club burger in Oar and Paddle restaurant is $17.99 whereas in Wilson’s restaurant Chicken burger is for $11.99 (Appendix A).

Weakness

The restaurant’s sales are reducing day by day and it has reduction in customers. The restaurant is only using Ontario beers and wines and hence, it does not cater to needs of a lot of people who enjoying drinking vodka, whiskey and so on. The restaurant just has capacity of 56 people. The restaurant is not linked to big restaurant chain’s like Swiss chalet and hence, is not a familiar brand in people. The restaurant does not have any internet pages like on Facebook and Instagram which can help the restaurant in digital marketing. People generally view the reviews on sites like Google and hence, the owner should be able to respond to the reviews of people so, that there is a good image created of restaurant on internet. The restaurant does not have delivery option, drive thru or catering option for its customers. The restaurant is opened around tourist spot and still has no Wi-Fi. Tourist generally need Wi-Fi as most of tourists have low connections outside of their cities and so on. The restaurant does not have any kid meal’s combo, breakfast menu or any special offers for students.

Opportunities

The restaurant should open kid focused and teen aged focused environment. The restaurant can organize kid’s birthday party and so on to encourage more customers. Also, there can be a pool table for teenagers and adults. This can increase the interest of customers. The restaurant can start giving coupons to people online and, rather than sending out flyers the restaurant should send out coupons to people. The restaurant should have Wi-Fi access which will attract more tourists and young adults. The restaurant can have Friday and Saturday karaoke nights or guitar nights to attract youngsters. The restaurant can have special lunch prices and menu for school going students.

Threats

One of the major threat to the business is that a multi-million-dollar Canadian chain, Swiss Chalet is opening few blocks away from the Wilson’s Family Restaurant.

PROBLEM DEFINITION

The Wilson Family Restaurant is open in the community of Staurnt, Ontario and has been a popular restaurant in its community since a long time. The restaurant is recognized as ‘’best local and home-made food in town’’ by its customers and still is losing its customers which has resulted in decline in profit. The decline in profit is a major cause of stress for the restaurant owner. The restaurant lacks marketing strategies by the management. The restaurant has marketing strategies but not the effective ones. In the era of technological advancement, the restaurant does not have any digital marketing strategy. The Wilson Family Restaurant has a new competitor opening two blocks away from them. The new competitor is Swiss Chalet which is a brand chain restaurant and already has a brand value in front of the visitors.

MAJOR ALETRNATIVES AND EVALUATION OF ALTERNATIVES

The main concern of the restaurant should be improving the menu so that more customers can be attracted and more profit is earned by the owner. First of all, the menu should have more options for kids especially during the lunch hours so, that kids from nearby school can come in and enjoy food. Struant is a tourist spot so it should have options like poutine which is specialty of Canada. The owner should also have a breakfast menu at very reasonable rate so, that it can attract customers. There should be a separate kid’s meal for all the kids under the age of 10 and free toy should be given to all the kids with kid’s meal. There should be more liquor options provided to the customers like having tequila, rum, whiskey and so on. Providing more option to customers can help business to get more customers.

Second, there should more facilities/services added for the customers to give them the best of experience. The restaurant should have Wi-Fi service for all its customers. By installing Wi-Fi, the tourists can be attracted as tourists are generally the people who have little to no connections while they are out of their towns. The Wi-Fi service can also increase the restaurant’s popularity amongst the teenagers and young adults. The staff people should be trained to be more greeting towards the people. There should be a training given to whole staff so, that the customers feel welcomed when they are in the restaurant. The restaurant should install a pool table for the young adults to invite them to restaurant by giving them a leisure sport to play. This facility will not be provided by Swiss Chalet and can help Wilson Family Restaurant to stand out from Swiss Chalet. The restaurant should have a delivery option as Swiss Chalet has it. This delivery option can help the business to make profits. The business should have a catering options so, that whenever there is a party in the town then, people contact the restaurant which can help them to make huge profits. There should be a strategy to give free dessert to kids who get A’s in their finals. This will help the business to increase its customers as the customers are usually attracted towards a free policy. The restaurant lies in middle of tourist spit and it is usually tough for tourists to find a parking spots so, the restaurant should provide free parking spots to its customers.

Third, the Wilson Family Restaurant should build loyalty with its customers so, they do not