BUS 300: MaShallah African Restaurant Business Analysis Presentation

This presentation offers a detailed business analysis of MaShallah African Restaurant, a West African cuisine restaurant specializing in Jollof Rice. The analysis covers the restaurant's products, services, target market (including millennials, African immigrants, and food lovers), and unique selling points, such as its authentic African drinks and Jollof Rice variations. A SWOT analysis is provided, examining the restaurant's strengths, weaknesses (lack of dining space), opportunities (expanding marketing), and threats. The presentation also discusses marketing materials (website, signboard, and online presence), a wild card item (Jollof Rice), and negative aspects. Recommendations for business improvement include enhancing online marketing, improving social media, expanding dining space, and developing a stronger marketing strategy. The presentation concludes with the company's growth potential, given the strategic considerations.

MASHALLA
AFRICAN
RESTAURANT
Business Analysis

Introduction
– The presentation concerns the business analysis of a restaurant
– All the major factors that affect the business prospects of the restaurant are
analyzed
– A systematic evaluative framework is being utilized to provide better
information about the business aspects that concern the restaurants

Business Name
– MASHALLAH AFRICAN RESTAURANT
– Specializes in various forms of African
Cuisine
– West African cuisine is the main specialty

Products and services
– African Dibi
– Ayimolu
– Bisap Juice
– Chakery
– Chep Garnar
– Natural Ginger
– Nems (Beef Rolls)
– Jollof Rice dishes
– Other authentic African dishes
– Home delivery and take out services
– Dining services

Competitors
– Funmi’s Café (Nigerian cuisine) in Louisville
– Chez Seneba African Restaurant (Halal
Senegalese Cuisine) in Louisville

Owners
– The business was started by a lady of African descent named, Kadiatou Jalloh
– The business was established in 2000
– Initially the owners started the venture as home delivery food service
– The current owner is Amie J.

Location
– The Mashallah African Restaurant is located in Lousiville, Kentucky, USA
– Located at the Buechel Station Shopping Center
– 4109 Bardstown Road, Lousiville- 40218

Target Market
– There are various types of customer segments that the restaurant wants to
reach
– Millennials are one of the important customer segments (Aged 25-45)
– African immigrants and diaspora
– Travelling people from Africa
– African and foreign food lovers
– College Students in Louisville
– Other visitors of the shopping center

Unique selling points
– The restaurant is projected as the home of Jollof Rice
– Jollof Rice a type of African rice preparation (Products |
Mashallah African Restaurant)
– The restaurant offers many varieties of Jollof rice
preparations
– It is a specialty of the restaurant
– Authentic African organic drinks are served at the restaurant
– Ginger Beer is another specialty

SWOT Analysis
Strength The company is growth focused. It has a unique business
proposition. It provides a favorable range of products and
services to the customers.
Weakness Mashallah has a relatively smaller dining space. It lacks the
feel of a large restaurant. The company still has a low capital
backing.

SWOT Analysis
Opportunity There is an opportunity for becoming one of the best
African restaurants in the city. The city has started to
be a hub for increasing number of African students.
There is rising interest for African food among locals.
Threats There is a strong threat of competition. Emerging
businesses are using innovative methods to reach the
customers. Larger restaurants with better marketing can
attract the potential customers of the company.

Website
– https://mashallahafricanrestaurant.com/products/
– The website offers the products of the restaurant
– The website also serves as an online seat reservation portal

Marketing materials
– One of the most important marketing material is the restaurant
signboard. It is installed at many places in the vicinity of the
restaurant.
– The website of the restaurant is an important marketing material. It
provides information about the products available, the specialties
and the specialties offered by the company
– The company has profiles in many food blogging and restaurant
finder sites. This helps to add value to the profile of the company.

Wild Card Item
– Jollof Rice is one of the most important wild card items for the restaurant
– Some important dishes within this category are Chep Garnar, Super Kanja, Chew
Yapah and Dibior Grilled Lamb.

Negative aspects
– One of the negative aspects of the restaurant is the lack of dining space. The
restaurant is not big enough to contain a large number of customers. Moreover,
it is located within a shopping center and there is lack of visibility.

Recommendations for
Business Improvement
– Developing a stronger online and digital marketing campaign
– Improving the social media presence and social media promotions of the
organization
– Improving the dining space of the organization
– Developing a better marketing strategy
– Undertaking more promotional activities at different places
– Expand to the other areas of the city

Conclusion
– The company has a good developmental prospect
– It is an important restaurant that showcases African cuisine
– Mashallah African Restaurant has a very good growth potential if the major
growth factors are considered

References
"Products | Mashallah African Restaurant". Mashallah African Restaurant, 2020,
https://mashallahafricanrestaurant.com/products/. Accessed 17 Mar 2020.
Ojo, Sanya. Black african restaurants and cuisine: A case study interrogation of
ethnic inclusiveness in the UK. SAGE Publications: SAGE Business Cases Originals,
2017.
Gottschall, Richard, Mark Gultek, and Lise Heroux. "Similarities and Differences in
US and Canadian Restaurant Marketing Strategies: A Cross-Border Analysis of
Menu Offerings." Journal of Tourism and Hospitality Management 6.1 (2018): 1-8.

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