Meat and Wine Co. Sydney: Evaluating Restaurant Improvement Factors

This report analyzes key factors for improving Meat and Wine Co. (Sydney), a five-star restaurant chain. It identifies three areas for improvement: the a la carte menu, loyalty programs, and gift cards. The report suggests expanding the a la carte menu to attract more customers, modifying the MWC club loyalty program to offer more utility, and introducing personalized gift cards. The analysis concludes that enhancing the loyalty program is the most critical factor for sustainable growth due to its ability to foster long-term customer relationships and generate consistent revenue, which is essential given the restaurant's high operational investments. The report emphasizes the importance of brand loyalty in driving repetitive purchases and establishing a competitive edge, vital for the restaurant's expansion and market share.

Meat and
Wine Co.
Sydney
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Introduction
– Meat and Wine Co. (Sydney) is a restaurant chain, operating in
Sydney.
– It is one of the major five star restaurants, known to have a
great interior design, to please customers.
– The restaurant provides for impeccable food quality.
– It offers a range of menus, and even loyalty programs and gift
cards.
– These are the three areas which can be worked on for the
improvement of the organization.

A la carte menu
– The a la carte menu is the most sought for menu in any restaurant.
– It is found that although the restaurant provides a range of
varieties, it is still not variedly large.
– There are only four sections in the menu, with each having ten
dishes on average.
– It is suggested that they increase the number of sections, for the
purpose of making sure that they attract more customers who
would like to have those dishes.
– It is also suggested that they introduce custom dishes, at the
discretion of the customers.

Loyalty programs
– The MWC club card is the most basic loyalty club, where
each dollar is equivalent to one point.
– 2000 points promote a customer to a gold club, after which
they can avail cashback offers.
– No utility exists for the customers in the MWC club.
– It is suggested that the restaurant does offer some utility to
the MWC club, to attract more customers into taking up the
offer.
– This way, more customers would get into the gold club,
thereby enhancing long term brand loyalty.

Gift cards
– Gift cards can be picked up from any branch of the
restaurant chain, and designed to gift any acquaintance.
– However, they only come as virtual gift vouchers, which
someone can avail.
– This can be highly impersonal at times.
– The restaurant can adjust prices, to offer personal gifts
designed to gift to any acquaintance at an extra cost.
– This would enhance brand image and customer relations.
– Current gift cards can continue to exist.

Choosing the one factor
– Having more choices in the A La Carte menu would attract more customers, and have a
chance of generating more revenues. However, this would also come at a few extra costs,
and the restaurant does not provide a small range of dishes anyway. So this is not a major
factor.
– Loyalty program modification can help more customers become a part of the loyalty club,
thereby establishing mass customer loyalty over a long period of time.
– Incorporating new gift cards would create brand image and improve customer relationships.
– Not many people do purchase gift cards since they are very occasional but loyalty programs
do not need occasions and they can generate long term revenue through brand loyalty.
Hence, this is the factor to work on.

The Loyalty factor
– Brand loyalty is a great source of revenue and sustainable development for any
business.
– When customers are loyal to a brand, they go for repetitive purchases.
– It happens that when a customer thinks of a product, the brand automatically
pops up in their mind as a result of the loyalty.
– This is why these repetitive purchases generate long term revenues from a
single customer.
– Mass loyalty can therefore generate mass revenues over a period of time,
critical for the sustainable development of a brand.

The Loyalty factor
– Meat and Wine Co. need this because they are a highly sophisticated restaurant which
needs a good deal of investment to operate.
– Without sustainability in revenue, it would not be able to sustain its great deal of
investments in the long run, and the business would eventually collapse.
– While it does give a utility factor in the gold club, that is the only motivation for
customers to pick up an MWC card.
– Providing a minimum utility to the MWC club, would attract more customers to be a
member of the club.
– This is because customers always look for what is in for them, and only purchase things
when they feel that they have more to gain than what they have to pay.

The Loyalty factor
– If more customers are aided to reach the gold club through enjoying the MWC
club, chances are that they would be loyal customers for as long as they can.
– This would not only create revenues, but also brand popularity.
– This would give the restaurant a competitive edge.
– This is critical for the growth and market share of the restaurant.

Conclusion
– Meat and Wine Co. Sydney is a highly sophisticated restaurant, which has an
outstanding interior design.
– It is suggested that for its sustainable development, the restaurant gives more
utility to the MWC loyalty club.
– It is the most basic loyalty club, which does not have any benefits at the present.
– Having benefits would attract more customers to be in the club, and would create
more loyal customers.
– This is critical for the sustainable growth of the business, considering its high
investments.

Reference
– The Meat & Wine Co Steakhouse Restaurants. (2019). Retrieved from
https://themeatandwineco.com/