Business Strategy for Irie Caribbean Restaurant and Caterers

Running head: BUSINESS STRATEGY
Business strategy
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1BUSINESS STRATEGY
Table of Contents
Introduction................................................................................................................................3
Background information............................................................................................................3
Specific area of interest..............................................................................................................3
Specific problem........................................................................................................................4
Alternatives................................................................................................................................5
Recommendations......................................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................6

2BUSINESS STRATEGY
Case 1 – Morrison’s Dilemma
Introduction
The case study is presented to discuss about how the Caribbean restaurant located in
downtown Toronto can gain better scope to enhance the profit level as well as improve the
long term viability to sustain in the future. Leroy Morrison has been concerned with the
restaurant’s viability because of the lower revenue generation and lack of ability to expand or
sustain for the meal periods. The restaurant is found to be lacking ability to generate enough
demands in the market and thus failing to create needs among the people regarding the
restaurant services (Ha & Jang, 2013). The report will illustrate about the areas of interest
considering the dilemmas faced by the business, furthermore ensures undertaking steps to
improve the long term viability and profit level too.
Background information
The Irie Caribbean restaurant and Caterers is a casual style restaurant that has served
authentic Caribbean cuisine and the dishes served captured the flavours and tastes of the
Caribbean islands with a tinge of sophistication and uniqueness. The products and services
are targeted at the Caribbean people and the immigrants who come from Caribbean and like
enjoying the cuisine, which has been favoured with the help of restaurant‘s focus on offering
al-la-carte services, catering as well as takeout services. Though according to the CFRA
report, the economic climate has been effective for the food services industry, still not much
good results can be seen, which also hindered the successful establishment of foundation
towards the franchising (Ghezzi, 2013). The financial viability is not up to the mark and even
awareness about the products and services has not been spread properly, which has further
led to decline in sales along with lack of ability to create enough demands in the market.

3BUSINESS STRATEGY
The competition is categorised into two segments where the primary competitors were
the restaurants that operated in the College Street area and within five miles of the restaurant
and these include Dipamo’s Barbecue, Ellipsis, Caoba, Midtown West and Tavola Calda
while the take out services offered by restaurants are the other competitors in business. The
other Caribbean restaurants in Toronto were considered as secondary restaurants that had
been located outside the five mile marketing radius.
Specific area of interest
Morrison believed in word of mouth promotions for the advertising purposes, because
of which, the restaurant has aimed to establish relationships with the clients for influencing
their mind sets and at the same time, enable the clients to discuss about the positive things
about the products and services with others to influence their buying behaviours (Erkan &
Evans, 2016). The print media has been used for reaching wider target markets and at the
same time, aimed to implement a new website for increasing brand awareness among the
customers. From the case study analysis, it is also found that the restaurant managed print
advertisements in the NOW magazine and even managed sales promotions. Irie Caribbean
also promoted lunch special and even emailed the lunch special menu to the companies where
the workers can place orders to get the meal delivered easily. To establish good relationships
with the local community, a group of kindergarten children were invited and provided with
free meal and others were provided with Caribbean meal free of cost, which improved the
marketing procedures’ efficiency and contributed to the betterment of business functioning.
This marketing prospect has influenced making right food choices by the customers and at
the same time, positively influenced the psychosocial and behavioural variables, which often
encourages their decision making process regarding further purchases from the restaurant
(Frenchet al., 2001).