Analysis of Restaurant Industry Research Studies

The provided assignment is an analysis of various research studies and publications related to the restaurant industry. It includes a list of references from academic journals and articles that discuss topics such as customer satisfaction, brand relationships, social media marketing, and menu labeling. The assignment aims to provide a comprehensive understanding of the current research trends in the restaurant industry.

Running head: MARKETING OF MEHFIL RESTAURANT
Marketing of Mehfil Restaurant
Name of the student
Name of the University
Author note

1MARKETING OF MEHFIL RESTAURANT
Executive Summary
The primary purpose of this report is to elaborate on the location, services offered and
staffing structure of Mehfil Restaurant. It discusses about the marketing techniques that are
employed by Mehfil Restaurant. It elucidates on the tools that can help in measuring the
effectiveness of the techniques employed for marketing and the recommended measures that
can help in improving relationship with that of the customer.

2MARKETING OF MEHFIL RESTAURANT
Table of Contents
Section 1: Business Operational Scope......................................................................................3
1.1 Location of Business........................................................................................................3
1.2. Products and Services Offered........................................................................................3
1.3 Staffing Structure.............................................................................................................5
Section 2: Marketing Activities.................................................................................................6
2.1 Current target Market.......................................................................................................6
2.2 Marketing techniques currently employed.......................................................................7
Section 3: Recommendations and Conclusion...........................................................................9
3.1 Scope and range of marketing techniques........................................................................9
3.2 Appropriateness of tools used for measuring marketing strategies.................................9
3.3 Recommendations..........................................................................................................10
Bibliography.............................................................................................................................11

3MARKETING OF MEHFIL RESTAURANT
Section 1: Business Operational Scope
1.1 Location of Business
Mehfil Restaurant is located in Auckland, New Zealand. The address of Mehfil
Restaurant is 1/302 Te Irirangi Drive, Flat Bush, Auckland.
Figure: Location of Mehfil Restaurant
Source: ("Mission Bay", 2018)
1.2. Products and Services Offered
Mehfil Restaurant creates an experience that blends the mouth watering Indian food
with that of a great dining experience. It serves Indian dishes and its unique menu caters to a
large large of customers. Beautiful location along with quality ingredient comes together in
order to provide a memorable experience to the customers. The menu of Mehfil Restaurant
comprises of appetisers, classics, lunch and deserts (Ryu & Lee, 2017). The appetisers of
Mehfil Restaurant consist of Poppadom Platter, Chaat Papadi, onion bhaji and pakora. In the
segment of classic, one can get Tandoori Chicken, Fish Tikka, Murg Malai Kebab and Dry
Chilli Chicken. There are also Kid’s Deserts like Mango Khulfi, Galub Jamun and Hot
Chocolate Fudge Cake. The beverages that are offered at Mehfil Restaurant includes Classic
Martini, Margarita, Manhattan, Moscow Mule, Scotch Neat, Gin, Beer and Wine (Kraak,
Englund, Misyak, & Serrano, 2017). The non-alcoholic drinks are also offered that is hugely
popular among the kids like that of fresh lime soda, fauxrangina, ginger ale and cranberry.

4MARKETING OF MEHFIL RESTAURANT
The huge variety of meals and drinks that are offered make it a favourite among the food
lovers.
Figure: Appetisers at Mehfil Restaurant
Source: ("Mission Bay", 2018)

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Ownership Responsible for Business finances CEO and the Directors
General Manager Responsible for Day To Day Operations
Front of House
Responsible for setting up of service and kitchen staff Waiter, Kitchen Staff
Executive Chef Responsible for Back-of-house operations Senior Chef and Junior Chef
1.3 Staffing Structure
General Manager, Assistant
Manager, Operations
Manager

6MARKETING OF MEHFIL RESTAURANT
Figure: Staffing Structure of Mehfil Restaurant
Source: (Kraak, Englund, Misyak, & Serrano, 2017)
The owners of Mehfil Restaurant look after the aspect of finance and they are
responsible for hiring the accountants so that they can take care of the accounting sector.
They act as the ultimate decision maker and are responsible for directing the operations of the
business (Ohri-Vachaspati, et al., 2015). They take an active role in relation to the operations
of Mehfil Restaurant. They are responsible for the governance of the restaurant.
The General Manager is responsible for the business operations and they are
responsible for overseeing the staff. They take care that the restaurant is kept in a good
condition and make sure that the things function in an organised manner. They ensure that the
daily receipts are taken care of and that the restaurant abides by the legal requirements (Tuten
& Solomon, 2017).
The front house staff takes care of interaction with that of the kitchen staff. In the
event of the restaurant serving alcohol they become accountable for serving the beverages.
They report to the general manger of the restaurant.
The Executive Chefs are responsible in relation to the back house operation. They are
responsible for hiring along with training the staff of the kitchen. They create the menu item
of the restaurant and determine prices of the items of the restaurant.
Section 2: Marketing Activities
2.1 Current target Market
Mehfil Restaurant is popular among the Indians on account of the distinctive Indian
dishes that are offered at the Indian Restaurant and Bar. There are around 146,500 people in
Auckland who are Indians and hence the demand for Indian food is very high in the region. It
has been found that nearly two-third of the Indian New Zealanders live in this region. The
target market of Mehfil Restaurant are people who are aged between 18- 45 years. Children
visit the restaurant for the special dishes that are offered at the restaurant. They enjoy the
appetisers and the deserts of the restaurant. The light dishes that are offered at the restaurant
make it popular among those people who are health conscious (Hudson, Roth, Madden, & &

7MARKETING OF MEHFIL RESTAURANT
Hudson, 2015). The prices of the items are convenient for people belonging to the middle-
income group and there are some items whose price is as low as 6 $. The various kinds of
items that are offered at Mehfil Restaurant ranging from appetisers to dessert make it
attractive for the consumers.
2.2 Marketing techniques currently employed
a) Business Operational Strategies
The business management style of Mehfil Restaurant is dependent on the democratic
theory. The restaurant managers adopt a democratic style and delegate authority to that of the
staff. This helps the staff of Mehfil Restaurant to become become responsible as they become
aware of their individual duties. They will gradually learn how to handle the disgruntled
customer and they would left with a sense of accomplishment in relation to their work. They
will feel empowered and help in bringing more profit for the Mehfil Restaurant.
E-learning training has been introduced into the restaurant and interactive learning
can train the employees adequately. The individual members of the restaurant are given role-
specific training and the e-learning management system accommodates all the training needs
of the employees of Mehfil Restaurant (Hudson, Huang, Roth, & Madden, 2016). The target
completion dates of the courses are set rightly in order to prevent any kind of confusion.
b) Marketing techniques that can communicate and build relationships with the target
market
Mehfil Restaurant has partnered with that of the online food apps that can assist in the
process of marketing. The online food apps like Menulog, LazyAz, Food Ninja and Order
Food have partnered with that of Mehfil Restaurant so that it can mutually benefit both the
parties. It can encourage the visitors to check the restaurant with the help of customer loyalty
programs that offer visitors discount or that of a free purchase after visiting the app a number
of times.
Geo-targeted advertisements Of Mehfil Restaurants help in the process of saving
money and it makes sure that users in only certain selected cities and within a particular
radius would be able to see the advertisements (Kim, Koh, Cha, & Lee, 2015). It can help in
the process of eliminating any kind of non-relevant click. These kind of targeting features can
help in drawing a huge number of customers.

8MARKETING OF MEHFIL RESTAURANT
The social media is used in order to build the brand identity of Mehfil Restaurant. It
highlights images like that of people kayaking and farming in order to highlight the natural
quality of the restaurant. Face book provides a great opportunity that helps in interacting with
the clientele. Tabs have been kept on the Facebook Page that can attract people in visiting the
eatery. The distinctive tabs on the Face book page of Mehfil Restaurant like photos,
locations, deals and menu items are very enticing that can attract a large number of
consumers.
E-mail newsletters provide a chance of celebrating the success of Mehfil Restaurant.
New items can be discussed with the help of this platform and special discounts can be shared
that can make the restaurant popular among the customers.
c) Marketing evaluation measure that helps in supporting management decision making
Lifetime value can help in evaluating the success of the marketing methods of Mehfil
Restaurant. During budgeting of the campaigns the ideal customer relationship should be
considered. It should be quantified how much the business would be able to make if the
customer becomes a loyal visitor to that of the restaurant (Salleh, Hashima, & Murphy,
2015). Due to the process of social media marketing the customer can become a big fan of the
restaurant and if he brings in friends then it can bring in huge amount of profit for the
restaurant.
Customer Acquisition Cost that helps in determining how much it would cost for an
individual customer can prove to be an important metric in assessing the effectiveness of the
marketing procedures. On the event of being found that the acquisition cost is the same as
that of expected lifetime value the marketing effort can become waste.
Return on Investment can help in evaluating the success of Mehfil Restaurant
(Sweeney, Armstrong, & Johnson, 2016). The amount that was spent on each campaign
should be measured against that of the profit. The overall measurement should be calculated
and specific breakdown pertaining to each of the marketing initiative would be able to specify
whether the campaign was successful or fell short.

9MARKETING OF MEHFIL RESTAURANT
Section 3: Recommendations and Conclusion
3.1 Scope and range of marketing techniques
a) Delegation of authority from the senior management to that of the staff helps the
employees in becoming more responsible towards the customers. The business that is built on
democratic theory can cater to the needs of the customer by satisfying their expectations
(Hyun & Park, 2016). The participative form of management can assist in the process of
consultation between the different teams that can help in identifying problem within the
restaurant. The business can build relationships with the target market by the help of the
menu that consists of a wide array of items. The different kind of meal offered is that of
lunch, appetiser and dessert. The dessert that is specially made for the kids like that of Mango
Kulfi and Fudge Cake helps in gatting the attention of the young population.
b) The guests want that the restaurants should have a loyalty program and the mobile loyalty
app of Mehfil Restaurant would be able to draw a large number of customers. The partnership
with different online food app like that of Menulog and LazyAz can help in increasing the
number of visitors (Hsiao, Chen, Chang, & Chiu, 2016). Different discount coupons and
deals that are provided on the online platform helps in increasing the consumer base. A large
part of the target consumer group is that of the young people who visit the restaurant for the
purpose of refreshment.
3.2 Appropriateness of tools used for measuring marketing strategies
With the help of customer acquisition cost, Mehfil Restaurant would be able to
determine profit in relation to the marketing procedures. All the marketing receipts in a
particular year can be collected and the amounts can be added in order to gauge the cost of
customer acquisition (Rhee, Yang, & Kim, 2016). Pay per click advertisements would be able
to ascertain the success of the business and it can act as a great marketing channel on account
of the low customer acquisition cost.
The number of followers on the platform of social media like Face Book would be
able to determine effectiveness of the marketing methods. The comments and likes garnered
on the popular platform can help in ascertaining whether the marketing strategy has been
successful. Copy Testing can be taken recourse to in order to understand how target audience
would respond to that of an advertisement (Parikh, Behnke, Almanza, Nelson, & Vorvoreanu,
2017). Feedback can be gathered from that of the target audience in order to judge whether

10MARKETING OF MEHFIL RESTAURANT
the procedure of marketing has been successful. The test will be able to point forward
whether the advertisements have been successful in meeting the standards of the company.
3.3 Recommendations
Marketing Strategies to improve relationship with customer
Offering contests can help in spreading words regarding a restaurant. An offline/
online contest can prove to be immensely helpful in the process of marketing of the
restaurant. A contest can deepen the relationship with that of the customer. User generated
content can tap into the human desire and provide opportunity to people so that they can
experience fame. In the event of the contest having a voting component the participants will
share with the help of social graph and they would ask their friends to support the entry.
These can help in the process of multiplying traffic to that of the site leading to engagement
with the customers. A contest can be started within the physical restaurant and customers can
share it via the online mode (Hanaysha, 2016). The customers can upload content over the
social media and the contests would help in advertising about the restaurant.
Public Relations can be adopted as a strategy by Mehfil Restaurant in order to
improve relationship in relation to the target market. The customers can be provided with
coupons towards the end of the dining experience that can increase the number of repeat
customers (Lo, King, & Mackenzie, 2017). The coupons can be pertaining to that of the free
dessert or a discount on the next order. A loyalty program can be created in which the
customers can be rewarded for buying a particular number of items. Special meals can be
offered on the holidays or on certain nights of the week for the promotion of Mehfil
Restaurant. Point system can help to strengthen relationship with that of the customer and
advanced software can be made use of in order to track the purchasing pattern of customers.
This kind of marketing of Mehfil Restaurant can help in increasing the profitability and
improve the reputation of Mehfil Restaurant.

11MARKETING OF MEHFIL RESTAURANT
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customer satisfaction and stickiness for a restaurant chain using fuzzy set qualitative
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Hudson, S., Roth, M. S., Madden, T. J., & & Hudson, R. (2015). The effects of social media
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http://www.mehfil.nz/mission-bay.html

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