business paper

Date: November 5, 2017

Re: Decision about what plan should be picked (495 words)

Arnie’s is a national chain of casual dining restaurant but it experienced a 2.4% drop in same-store sales and thirty-seven franchises declared bankruptcy and closed in 2016. So in order to fix this problem, the most significant priorities are addressing Arnie’s financial issues and differentiating Arnie’s from its competitors. To offer discounts is the best option for Arnie’s since it provides various discounts and offers a convenient alternative for food delivery.

Arnie’s should choose offering discounts and offering delivery service because it perfectly solves Arnie’s financial problems, and delivery services, which could easily distinguish Arnie’s from its rivals including Peppers, Bartleby’s, and Blue Crab. To attract more customers, specifically, Arnie’s should implement various discounts including an all-day happy hour, where the Arnie’s would offer two-for-one draft beers as well as liquor drinks. By providing more discounts, it could dramatically increase the volume of the customers which could result an improvement in revenue as return. Although the option of offering discounts does not say that Arnie’s should offer higher-end items, it states that Arnie’s should offer a limited “two-for-twenty” menu, where dine-in customers could purchase two entrees for $20. The option of offering discounts does not suggest Arnie’s to remodel restaurants, which would construct a modernized exterior and interior with a more upscale look and feel, but the option of offering discounts recommends Arnie’s to offer an app-based food delivery service. Offering discounts is the best alternative because it not only perfectly addresses financial issues for Arnie’s but also differentiates Arnie’s from Pepper’s, Bartleby’s, and Blue Crab by using app to order foods for delivery.

To broadly rebrand is not the best plan for Arnie’s because it does not offer different types of discounts and advanced technology in delivery. To broadly rebrand does not recommend Arnie’s to offer a variety of discounts upon different meals even though the option of rebranding recommends Arnie’s to offer newly various dishes, beers, and cocktails. Since Gastropubs have become very popular in the United States over the past five years, to broadly rebrand Arnie’s may attract a great number of customers but without improvement in delivery area would leave a question mark on how to make Arnie’s to be unparalleled. Therefore, the second option cannot be the best choice because it provides no discounts, which highly diminish the volume of customers. As technology develops, consumers would like to have convenient kits to make them comfortable such as delivery apps. The delivery method that the option of offering discounts offers could be one of kits but the option of rebranding does not mention at all.

Arnie’s should offer discounts on its foods and app-based delivery service. Because offering discounts could appeal many customers, the more customers come, the more profits Arnie’s earns, and offering app-based delivery not only enlarge its volume of customers but also turn Arnie’s into a distinguished company.