Essay

Student’s Name:

Institutional Affiliation:

Date

Marketing Plan for a Restaurant Business (Galaxy Restaurant)

A restaurant is among the leading types of investment capable of creating profit soon enough after its startup since food consumption is a basic human need. However, many businesses can meet the demand, hence a fierce competition in the sector. Because of such non-avoidable rivalry, quality, as well as outstanding service, is a must for distinctiveness. Market research, therefore, plays a crucial role in understanding the market and what should be on the menu for more sales (Wellton et al, 2017). The business plan meant for forming a restaurant called Galaxy Restaurant (GR) for regular classy and usual dishes and drinks. Thus, the plan thus provides an overview of the business, its marketing research strategies, and PESTEL (Political, Economic, Social, Technological, Environmental, and Legal factors) analysis.

The Business Overview

The Galaxy Restaurant (GR) will be a fully equipped restaurant serving the classy suburbs of Houston City, in Texas Estate. It will be accommodative to 200 customers at once. Besides, it will be giving a taste for both local and foreign dishes including specialty dishes for kids. The business will be a partnership venture by one, a food enthusiasts Robert Quebman who is a professional chef and an entrepreneur in the food industry, and two, hotel equipment engineer Gerald Badis. The engineer agrees to lease his plot for the location of the startup restaurant. The capital cost will be 462,000 dollars. The GE will offer foods and drinks and aimed at expanding to reach the entire Texas 962 cities come 2030 by applying technological innovations to capture many of the Texas population along its use of good marketing strategies. Its products will include Tex-Mex, Hamburger, chili, chips and salsa, chips and queso, pecan pie, barbecue, blueberry cobbler, chicken fried steak, fried okra, tortillas, Fritos pie, caviar, con dogs, pecan pralines, and donuts among others (Wellton et al, 2017). Moreover, it will present drinks like frozen margaritas, wine, beer, tequila, juices, and milk among others.

Marketing Research Strategies

Galaxy Restaurant aimed at operating within Houston City before expanding to other cities of the Southern United State. The formal eating market is facing an intensive competition due to continuous change in societal lifestyle. The success of the business will depend on its creativity and innovation, quality services, and marketing techniques. Overall, the restaurant will introduce quality products and services, while utilizing penetration prices, expanded market segmentation, and expansive advertisements to capture a broader market towards realizing maximum profit (Wellton et al, 2017). The marketing mix research strategies will work enable the business to compete some of Texas known Restaurants like Beyond Burger, Vida Marisco, Olive Garden, Basil House, Buc-ee's, Gus Restaurant, Top Water Grill, Boyd’s Seafood among others.

Segmentation, targeting, and composition in the Marketing strategy

GE points to employ multiple demographic, psychographic, and geographic variables to meet market segmentation as well as putting into consideration changes in preference and tastes (Wellton et al, 2017). Because of the realized evolvement in the pattern of consumption, increase in income level, and buyers purchase behavior, Galaxy will begin by using differentiated targeting methodologies to meet the shifting needs of the customers by applying value as well as product based positioning strategies.

Product in the Market

The number one product that would lead in the Galaxy Restaurant menu is barbecue and hamburger. Furthermore, the food display chart will entail Tex-Mex, chili, chips and salsa, chips and queso, pecan pie, blueberry cobbler, and chicken fried steak. It will ensure customers receive at all times all the 6-8 sauces as well as six different bakes of bread. There will also be vegetarians and non-vegetarians preferences for clients. The dishes would be variance depending on the location of different areas. In some towns, the menu will comprise of food such as English muffins, breakfast sandwich, and flatbreads. In the first year, the business aims to introduce personal pizzas. Ordinarily, the menu lacks in beef and pork though they will be available. Vegetarian dishes are prioritized in the list (Resnick et al, 2016).

Place in the Market

Galaxy aims at becoming the fastest restaurant in serving its customers to lead in Texas. It focuses on reaching out to the 962 cities of Texas by entering into at least two cities every year. Its headquarters will remain in Houston where all the branches management decision will occur. Nonetheless, upon its penetration to other towns, there will be regional offices to ease supervision for quality services. Going international is still not an option (Resnick et al, 2016).

Price in the Market

Different dishes and drinks will have varying costs. The prices will depend on location as well as consideration of quantity discount, or the number of meals ordered. Products having low-calorie content, however, will make it appropriate for its price. Due to quality dishes and services, prices might come a bit higher though with consideration to customers’ feedbacks. Off course, the GE is prepared towards providing an increased quantity of sandwich beyond what is in the current market.

Promotions in the market mix

The restaurant aims at utilizing several strategies in their promotional events. The intended slogan of “Quality and Satisfying Dishes and Services” gives surety of its freshness and experienced staff outputs as well as safety to consumers. It will use local media such as televisions, magazines, radio, and social media platforms to promote the business. The restaurant will also run a product and services campaign in different parts of the city gateways. GE will endeavor to employ health experts, models, and sports' personalities to spread attentiveness about their trademark. After the first year of its operation it will offer corporate social responsibility (CSR) activities for the Texas community.

Macro-Environment of Galaxy Restaurant- PESTEL Analysis

Any customer who happens to visit GE upon its establishment in the market will exist to remember healthy and delicious meals. Any Texas person craving for a low-calorie dish, healthy, and easy recipe will have no option but to visit the restaurant as the business will remain to boast about their quality uniqueness in the hoteling market.

Political Factors

Laws that control food and human safety affects all other restaurants in Texas and no way GE will remain out. The business will acquire all trade public health licenses as well as abiding by any other guideline in place to control the industry (Kolster, 2017). The firm will be responsible for their foods. Rules may be different from each location of Texas cities d Galaxy restaurant will live to consider the location political differences.

Economic Factors

Texas populations have a high rate of income disposable. The advantage of affordable services, drinks, and foods, clients would be willing to eat as much as they like in places like GE that offers such a recognizable quality. The business hopes to form strategies that can make it adapt well with economic changes in the state of Texas or the America. The partnership will penetrate each city when it is economically necessary. The research will be carried out fast on the spending pattern as well as the population living in a particular town.

Social factors

Socially, the business will be determined to respect the social and cultural believes of its customers. With the ever-emerging new eating habits and the white collar class that tends to adapt to the busy lifestyle, GE stands to gain from the practice. The current generation is striving to have a new experience for new products and services including foods, and that where GE will come in to fulfill the craving need. The current society especially the ones in urban settings live a lifestyle that prefers quality and classy products especially food. Furthermore, it will remain sensitive to societal differences concerning culture, religion, and gender or language to have each customer's specifications Haskova, 2015).

Technology factors

The business will strive to use the latest technologies all the way from its chain supply to serving customers. The application of social media such a Facebook and Instagram will help in its marketing strategies. The changes in technology will allow for quality services. The restaurant can showcase their menu to customers' online as well as giving nutritional information about each dish including the amount of calorie in a particular vegetable, meat, and even bread. However, freedom for customers to comment negative online views about the business, as well as competitors, search on the restaurant online which might be dangerous.

Environmental factors

Laws and other regulations will pressure the business to use greener production methods that are friendly to the environment (Bayani & Dakila, 2017). The food outlet will face environmental regulations regional, national, and global being that the global ecology as common law. The environmental quality must be adhered to in the business, by a show of waste disposal, raw materials way of utilization, and technological inventions. GE will have to manage their food, as well as monitor such food materials origin as some Texas state; do not allow the usage of antibiotics and pesticides in meat meant for public consumption.

Legal factors

The business will face many laws in the food industry, technology, environment, and economic regulations. The environmental quality must be adhered to in the restaurant by a show of waste disposal, raw materials conservation, and technological inventions (Bayani & Dakila, 2017). Public health laws will demand its workers to wear hair nets and gloves before coming into contact with any foodstuff. The restaurant may be shut down if it fails to maintain hygiene. Texas government requires food dealers including hotels and restaurants to disclose publicly amount of calories in their foods.

References

Bayani, M., & Dakila, C. (2017). Repositioning in furtherance of future strategic direction: An analysis of Cobra beer. European Journal of Contemporary Research, 6(1).

Haskova, K. (2015). Starbucks Marketing Analysis. CRIS-Bulletin of the Centre for Research and Interdisciplinary Study, 2015(1), 11-29.

Kolster, M. (2017). The use of Market Feasibility Studies in the Restaurant Industry for Small and Medium-sized Restaurants.

Resnick, S. M., Cheng, R., Simpson, M., & Lourenço, F. (2016). Marketing in SMEs: a “4Ps” self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1), 155-174.

Wellton, L., Jonsson, I. M., Walter, U., & Svingstedt, A. (2017). Restaurant practices–time, planning, knowledge and dreams. Scandinavian Journal of Hospitality and Tourism, 17(3), 297-311.