Strategic Analysis of Town Grill: A Themed Restaurant in New Zealand

This report provides an analysis of Town Grill, a themed restaurant established in Manukau city, Auckland, New Zealand. The restaurant aims to attract youth and those who lived through the late 60s and 70s with a retro bar concept, live music performances by local and renowned bands, and a hippie commune-inspired ambiance. The report assesses the restaurant's entrepreneurial aspects, including resource management (raw materials, electric supply, human resources, and infrastructure), team composition (chefs specializing in European, Oriental, and Mughlai cuisines), and market opportunity. It highlights the unique selling points of Town Grill, such as its themed concept, live music, and low pricing strategy, which provide the business with a competitive advantage. The report also references supporting literature to substantiate the analysis.

Running head: RESTAURANT ANALYSIS
Restaurant analysis
Name of the Student
Name of the University
Author note

2RESTAURANT ANALYSIS
Table of Contents
C1.....................................................................................................................................................3
C2.....................................................................................................................................................3
Assessments of entrepreneurship.................................................................................................3
Resources.....................................................................................................................................3
Team............................................................................................................................................4
Opportunity..................................................................................................................................4
References........................................................................................................................................5

3RESTAURANT ANALYSIS
C1
A themed restaurant named Town Grill has been established in Manukau city of
Auckland, New Zealand. The management of the organization has decided to establish a themed
restaurant to attract the youth of that area. The management has decided to make it a retro bar as
that would attract the youth and also the people who lived through the late 60s and 70s (Li &
Wang, 2015). The management in a press meet has stated that there will be a stage where in the
weekends some local bands and occasionally some renowned bands will perform. It has been
decided that AC DC one of the most renowned band will inaugurate the restaurant. The
management of the organization has studied the market preferences of the target customer base
and then only decided to invest in the business. The management of the organization has also
stated in the press meet that they will try to make the ambience of the restaurant more like a
happy commune of hippies. The décor of the restaurant will match the decorating concepts
hailing from the communes of hippies near Woodstock and plentiful rock and roll music along
with psychedelic lighting will attract the customers. The menu will reflect legendary musicians
of that era and some of the dishes are Morrison Mocktail, Lennon’s favorite, Harrison’s own,
Joplin’s cheese cake and many more. The management is trying to keep the pricing as much
lower as they can. These are the plans of the management to attract the target customers to
ensure their profitability from the very first day.

4RESTAURANT ANALYSIS
Figure 1: Decor of the restaurant
C2
Assessments of entrepreneurship
To sustain and develop the business of Town Grill in the market of New Zealand, the
management of the business organization needs to work on various areas of the business.
Resources are one of the most important factors in the restaurant business and the management
needs to take each step very carefully to ensure the profitability (Smith et al., 2014).
Resources
In the resource list the raw materials come first as the productivity of the restaurant
directly depends on the supply of the raw materials or the ingredients used to prepare the dishes
for the restaurant. Apart from that the electric supply, human resource, proper infrastructure is
needed to establish a themed restaurant.
Team
Managing the workforce is another immensely important thing to secure the profitability
along with the productivity of the restaurants (Li & Wang, 2015). Thus the management of Town
Grill has deployed a team of Chefs who have specialization on preparing European continental

5RESTAURANT ANALYSIS
dishes along with various oriental and Mughlai preparations. The management of the
organization has also deployed a team of professional support staffs for the operational areas of
the restaurant. The management will take professional help from a local charted accountant for
maintaining the financial balance sheet of the organization.
Opportunity
In the Manukau city of New Zealand there are no other themed restaurants than Town
Grill where live bands perform. Apart from that the pricing structure of the organization is very
low and that would attract a significant amount of customers to the restaurant (Forbes &
Kennedy, 2016).. One of the most important factor is that the restaurant is retro themed and that
would attract a huge population with a long range of age group.
Thus to conclude, it can be said that establishing a business like Town Grill in the market
of New Zealand is certainly a good decision as there are ample opportunities for the management
of the organization to develop their business.

6RESTAURANT ANALYSIS
References
Forbes, S. L., & Kennedy, R. (2016, February). Competitive advantage through direct marketing:
A case study of a small New Zealand wine business. In 9th Academy of Wine Business
Research Conference (p. 25).
Li, Z., & Wang, S. (2015). The Small-medium Enterprise in New Zealand. Advances in Social
Sciences Research Journal, 2(7).
Smith, C., Gray, A. R., Fleming, E. A., & Parnell, W. R. (2014). Characteristics of
fast-food/takeaway-food and restaurant/café-food consumers among New Zealand
adults. Public health nutrition, 17(10), 2368-2377.
Sun, M., Ryan, C., & Pan, S. (2015). Using Chinese travel blogs to examine perceived
destination image: The case of New Zealand. Journal of Travel Research, 54(4), 543-
555.