Restaurant Business Overview: SWOT Analysis and Trends

This report provides a comprehensive overview of the restaurant business in Canada, focusing on a potential restaurant opening in Mississauga. It begins with an introduction to the restaurant industry, highlighting its significance in Canada's economy and its employment figures. The report then presents a SWOT analysis, detailing the strengths, weaknesses, opportunities, and threats associated with the new restaurant venture. The strengths include offering fresh and diverse cuisines, while weaknesses involve potential price and menu confusion, and long waiting times. Opportunities lie in health-conscious trends and strategic location, whereas threats include competition and home delivery services offered by competitors. The report also analyzes the target customer base, focusing on teenagers, middle-aged citizens, and affluent individuals, and discusses their media habits and preferences for quality food. The report also identifies key intermediaries, such as retailers, and references relevant academic sources to support its findings. The report also addresses the assignment brief by discussing the size of the business as a start-up, emphasizing the goal of survival for the first six months and then growth, considering timelines for opening the restaurant.

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Name of the Student
Name of the University
Author Note

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Restaurant Business
Restaurants are found in both the urban as well as the rural community of a place. According to
the author Putra & Cho (2019) according to a research work, it has been found out that opening a
restaurant is one of the easiest and best start up business in the present date. As such, the aim of the
paper is to provide the reader with an industry overview of the restaurant business in Canada. The
paper will also provide an overview of the current factors which will be opened recently in Mississauga.
It will also provide a SWOT analysis of the restaurant in the particular area and highlight the recent
market trends affecting it. When speaking about a restaurant, it is meant about a business organization
that is know for providing the customer with various types of food and drinks. However there are
various types of restaurant like the full time restaurant and short order restaurants. The full time
restaurant includes those which are known for providing services like lunch offering and dinner dishes.
Whereas on the other hand the short order restaurants mainly include those who are popular for their
coffee stores, sandwich and taverns.
The restaurants industry in Canada are know for providing employment to more than 80% of the
people which accounts to nearly 1,90,000 people. According tot the author it is known for having a
significant growth in the market share with 10 billion dollars annual sales, which is significantly
increasing the sales force in the country. According to the nation's recent activity it has been found out
that the restaurant industry is itself employing more than 1.20 million people making it fourth largest
employer in the country. According to the author Putra and Cho (2019) going to a restaurant is also a
very popular activity over there as because the CRFA states that it is the number one proffered activity
to spend time with family and friends.
The SWOT analysis for the restaurant which will be opened in Canada is provided below:
Strength – Regarding the strength it can be said that the restaurant will be providing the customer with
new and refreshing food and as well as drinks. In terms of food it will provide customer with Thai
dishes, Asian dishes and Chinese food. The team of cook will be a highly enthusiastic and effective in
terms of work. Also it will provide modern and trending themes with localized taste in food.
Weakness – However it will be creating a price confusion as well as a menu confusion. It will also
provide customer with extensive price with small portion of food. Long waiting duration has always been
a weakness backed up with low efficiency in the booking system.
Opportunities – Speaking about the opportunity which the restaurant has in terms of food as well as
hygiene are providing best food with health conscious trends and placing the restaurant in high exposed
location in Canada. The restaurant should also try to retain the loyal customers from the competitors.
Threats – Talking about the threats it can be said that the restaurant will be facing high competition
from the competitors in the society. The competitors in the market ate known for providing free home
delivery over the order of $36 dollars. Also the competitors in the market is known for providing the
customer with high quality Thai dishes and Chinese recipes.
Consumer/Customer Analysis:
The restaurant will be targeting the teenager going to high school as well as the middle
aged citizens of the country who like spending time with their family and friends. It will be

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targeting the rich people living in the society as because they will be able to spend more
money on high quality food and drinks. This will help the restaurant to earn and maximize the
revenue. Regarding the media habit of the customer it can be said that they spent time in
gossiping over snap chat, Facebook and Instagram. Therefore it will be spreading the marketing
opportunity for the business and help in expansion of the market. Speaking about the
importance having fresh and good quality food is very important to them. They are ready to
spend money but they should be provided with good quality of food. The intermediaries to the
business are the retailers who are responsible for giving the restaurant with food products at a
cheap price. The size of the retail business is limited over there. Therefore they should be taken
special care.

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Reference
Putra, E. D., & Cho, S. (2019). Characteristics of small business leadership from employees’ perspective:
A qualitative study. International Journal of Hospitality Management, 78, 36-46.
Khatik, S. K., & Nag, A. K. (2019). Impact of gst on Indian hotel and restaurant business. International
Journal of Management, IT and Engineering, 9(3), 128-137.