This research report investigates the challenges Masala Cafe and Bar faces in lowering menu prices to maintain a competitive edge in the Wellington restaurant market. The report examines the dynamic nature of the New Zealand restaurant industry and changing consumer preferences. Through primary research, including surveys of customers and staff, the study identifies key factors influencing consumer decisions, such as product quality and pricing strategies. The findings highlight the importance of targeted price reductions within specific menu categories to avoid operational risks and attract customer attention. The report also emphasizes that factors beyond price, like ambiance and food quality, are critical for success. The research includes an industry background analysis, a literature review on pricing challenges and tactics, and a detailed methodology. The report presents findings from questionnaires and qualitative data, offering conclusions and recommendations for Masala Cafe to improve its pricing strategies and maintain its competitive position in the market.
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