Sumakh Restaurant: Ethnic Food Product Launch in the UK

This project details the marketing plan for Sumakh Restaurant's launch of "Nurungji," a crunchy rice product, in the UK market. The assignment begins with an introduction to Sumakh Restaurant, an Azerbaijani cuisine restaurant, highlighting its existing menu and the aim to expand its business through ethnic entrepreneurship. The product, "Nurungji," is described in detail, including its preparation, taste, and cultural significance. The project identifies the UK as the target market, emphasizing its growing food industry and potential for ethnic food products. The target customer profile is outlined, encompassing individuals of all ages and demographics. The assignment also includes the benefits of the product, such as convenience and healthiness, and the competitive pricing strategy. Finally, the project discusses the marketing objectives, which include expanding market share and customer base in the global market. The project is supported by references to relevant literature.

Sumakh restaurant – Launching new
product
“We are bringing a new taste into to your
happiness with our crunchy rice - Nurungji”

INTRODUCTION
 Sumakh restaurant is one of the best cuisine restaurants in Azerbaijan, it was established
with a small and simple restaurant but renovated its dining with classy and turned into a
fashionable conceptual restaurant with menu offering wide range of Azerbaijani dishes.
The company aims at serving good quality, authentic and healthy Azerbaijani food to its
customers. The menu of the restaurant includes various ethnic food dishes such as pilaf,
diolma vie leaves , juicy kebab cooked on the grill etc. In order expand its business and
ethnicity through its cultural food, Sumakh is launching a new ethnic product in a new
market in order to attract more customers through ethnic entrepreneurship

Product
 “Scorched rice- Nurungji”, it is also known as crunchy rice which is a thin crust
of slightly browned rice at the bottom of the cooking pot. It is made during the
cooking of rice on direct heat from a flame. It is ethnic food prepared by many
of the women in Korea or Persian culture. The food is unique, tasty, sticky yet
crispy. The product will be served in hot stone bowl and it will be serve after
the customer is finished to pour hot water or tea

Market
In order to expand the ethnicity and business in international
market, Sumakh will introduce its Scorched rice or Nurungji in UK
market. The food market in UK is expanding day by day due to
increasing tourism. It is due to the reason that this is a new food
that is not available in UK. Ethnic product of Azerbaijani will
attract many customers in the selected market. The product will
served in restaurant chain, which is competitive industry as UK has
many food and restaurant chains. But the Nurungji is a Persian
ethnic recipe which can attract customers in a new culture mainly
those who are attracted different kinds or food dishes.

Target customer
 The restaurant will target individuals of all ages, Nurungji can attract
customers in every age group. It is tasty as well as healthy, children can
eat it without much difficulty in chewing or digesting, youngsters can eat
it while having drinks as it is crispy and old age people can also
consume it without any health issues.
Customer demographic
 The product will be targeting every customer demographic such as race,
gender, age and household income. Nurungji is cooked and served at a
low price along with good taste as it is easily produced with rice and
very less ingredients, therefore each and every individual can enjoy it by
paying a small amount of money

Testimony
 The travellers who rush with their schedule can easily have a good and healthy meal in a small span of time.
Nurungji is can be prepared in hardly 20 minutes, which is a major benefit for the people as they do not need
to wait longer for their order. The new dish ensures quality, taste and health, it is cooked using natural
ingredients such as rice, oil and spices which are not at all harmful for consumer.
Validation
 – Sumkah restaurant will offer Scorched rice- Nurungji at a very low price
as compared to its competitors which are offering low quality food items at
high prices. In order to attract customers Persian cultural ambience and
dining will be established along with the taste of food. This new product can
help to increase the market size of the restaurant leading towards the growth
of ethnic food and culture of Azerbaijani

Objectives
 The objective of Sumkah for introducing Nurungji is to expand its market and customer base
in the global market. Cultural and ethnic food can be highly attractive for customers in
different market due to interest in different culture, their things, beliefs and food. United
Kingdom is a potential market for food industry. Introducing a new product belonging to
another culture can highly attract customers leading towards high profitability for the
restaurant. People in UK are interested in trying or experiencing different things. Therefore,
Sumkah restaurant can introduce its new dish to people in UK, so that it can expand its market
size and profit.

REFERENCES
Books and references
 Park, H., & Choi, I. (2018). Antioxidant characteristics and consumer sensory
acceptance of Nurungji, a traditional Korean grain food, fortified with barley.
한한한한한한한 한한한한한한한 , 118-119.
 Jun, S. A. (2018). The phonetics and phonology of Korean prosody: intonational
phonology and prosodic structure. Routledge.
 Breslin, J. C., Kalchik, S. J., & Raymond, M. F. (2017). U.S. Patent No.
9,648,901. Washington, DC: U.S. Patent and Trademark Office.
 Ragot, P., Barat, L., Rousseau, C., & Pons, E. (2017). U.S. Patent Application No.
15/129,538