ENTR101: Frank's All-American Barbeque - Business Strategy Case Study

This case study examines Frank's All-American Barbeque's challenges and opportunities in expanding its takeout business. The analysis focuses on the differing strategies proposed by Frank and Robert, evaluating the merits of offering individual menu items versus prepackaged meals. The study highlights the importance of customer satisfaction, cost management, and competitive analysis in making strategic decisions. The author recommends Robert's strategy of prepackaged meals as a way to improve efficiency, reduce waste, and increase customer satisfaction. The case study also discusses pricing strategies, discounts, and the importance of adapting to customer preferences to drive revenue growth. The document concludes by suggesting a focus on combo meals to increase customer retention, streamline operations, and maximize profitability.

Running head: SMALL BUSINESS MANAGEMENT
SMALL BUSINESS MANAGEMENT: A Case Study of Frank’s All-American Barbeque
Name of the Student:
Name of the University:
Author Note:

1SMALL BUSINESS MANAGEMENT
Frank All-American Barbeque is wondering to develop their business by increasing the sales of
the restaurant while keeping the level of the customer satisfaction at its highest peak. Frank
suggests allow the customer to choose their item from the menu of the restaurant. This strategy
will definitely increase the sales of the restaurant but with the customer’s perspective the
customer can feel that this strategy can cost them very badly as they have to order different items
and also they have to pay for those chosen items separately. The strategy of Frank will decrease
the sales of the items. The competitors of the Frank All-American Barbeque will always try to
decrease the sales of the restaurant by decreasing the pricing of their items but to compete with
them if the Frank All-American Barbeque decreases the pricing of their items then it face a loss
for the restaurant. The customers will always prefer the reputed items and will avoid the low
rated items which will again decrease the profit of the organization (Amofah, Gyamfi and Tutu
2016). This will also lead to polluting or wastage of many items daily. If a competitor arises with
same item but in low price as compared to the Frank All-American Barbeque then the officials of
the restaurant should plan for different strategy by lowering the price of increasing the items of
the restaurant keeping the quality and quantity of the food higher than its competitor (Gao et al.
2018).
The suggestion given by Robert is an effective and efficient strategy to develop the
business of the restaurant. In this case, the restaurant will allow the customer to choose
prepackage meals which will contain different items decorated in a single dish. The dish will also
contain dessert in that fixed rate. This strategy will automatically attract the customer and will
force or allow them to choose the prepackaged meal. This strategy of Robert will decrease the
wastage of the items and will increase the customer to choose the restaurant for their second visit
(Horning et al. 2017). The business can be developed by retaining or increasing the customer

2SMALL BUSINESS MANAGEMENT
satisfaction rate. This strategy will disallow the customer to choose a customized menu. The
combo will be selected by the officials of the restaurant and depending on the sale of the
different combos, they can customize the prepackaged meals which will increase the revenue of
the restaurant. This strategy will also consume less time and the business operation will be
operated quickly and effectively (Seo and Jang 2013). The restaurant can also give some specific
discount on some packages which again increase the attraction of the customer but the restaurant
cannot give discount separately on every item.
Thus, it is recommended to the Frank All-American Barbeque to choose the strategy of
Robert as it will increase the number of customers, Customer satisfaction level, customer
retention level, sales of the restaurant. The main reason to choose the strategy of Robert is
because it will effectively and efficiently improve the business operation and allow the official to
deliver their quality services to their customers.

3SMALL BUSINESS MANAGEMENT
References:
Amofah, O., Gyamfi, I. and Tutu, C.O., 2016. The influence of service marketing mix on
customer choice of repeat purchase of restaurant in Kumasi, Ghana. European Journal of
Business and Management, 8(11), pp.102-112.
Gao, S., Tang, O., Wang, H. and Yin, P., 2018. Identifying competitors through comparative
relation mining of online reviews in the restaurant industry. International Journal of Hospitality
Management, 71, pp.19-32.
Horning, M.L., Fulkerson, J.A., Friend, S.E. and Story, M., 2017. Reasons parents buy
prepackaged, processed meals: It is more complicated than “I don't have time”. Journal of
nutrition education and behavior, 49(1), pp.60-66.
Seo, S. and Jang, S.S., 2013. The roles of brand equity and branding strategy: a study of
restaurant food crises. International Journal of Hospitality Management, 34, pp.192-201.