25&
PART
IV
The Marketplace
cffiffi#
{)t;r-ts,t
r
ttr,n,Auat,
l)escrihe fhe tvnes
of
y
?L
customers
that went to
Yore
Yore Heroes Tap and Grit[ was owned by Mike Monroe and his
wjfe, Barbara Brooks, in the cottege town of Prince George,
Heroes Tap and GritL over the past five years.
:
s
of
these
Mike was a graduate of the Cottege of New Catedonia's Hotel
::1. Do you think the perceptions of the restaurant changed
and Food Administration Program. In addition, Mike and
Barb each had many years of experience within the restau-
What were the primary needs and wants
customers?
across these segments over
Descrjbe as best you can
rant industry. both as minimum wage emp[oyees in the
the past five years?
the Likely change in betiefs.
attitudes, and jntentions toward patronizing Yore Heroes for each of the customer types you identified in
front and back of the house. and as managers.
o
Ifyou
The
became the new manager ofYore Heroes during the
and
oerated.
question 1.
',,
However,
first restaurant the two had owned
Yore Heroes was the
city of Prince George was located in central British
CoLumbia, Canada, and had
of
a population of about 70,000.
New Caledonia had an enrotlment
of
over
30-day ctosing period, what marketing strategy might
The
you put into place prior to reopening the restaurant?
Does it reail.y have a chance to become a successful op-
10,000 students in the fa[[ and winter semesters, and 4,000
during the summer.
There were on[y
eration? In other words, does Yore Heroes Tap and Gri[[
Mike Monroe was troubted and angry as he locked the doors of
Yore Heroes Tap and GritL for what he feared coutd be the I'ast
time. Yore Heroes woutd not be open for the next 30 days
because of the recent charges of serving a[cohoI
exceeding maximum capacity.
to minors
and
"It figures this woutd happen at
the worst time imaginab[e," Mike thought to himsetf. 0ver the
past year and a half business had been dectining steadiLy, and
they were struggting
to
break even. Mike wasn't sure the
restaurant would be abte to survive 30 days of no business
activity whatsoever. As he picked up his coat and left to go
home. Mike thought back to when Yore Heroes had first opened
five and a hatf years earlier. Then, the house had always been
fuLL. PeopLe used to [ine up and wajt for an hour to get a tabte'
He had worked so hard
to
p[ease peopte and
felt he had some-
thing for everyone at his estabtishment. What cou[d have gone
wrong? Why was patronage so [ow? What could he do
to
save
hjs restaurant? Even more jmportant, coutd his restaurant
be saved at a[t?
PhD, School
University of Guetph,
guised.
AtL
ights
Prince
was Located jn Chesire Road Mat[, the [argest of the two by
far. Peopte woutd travel from aL[ areas of Prince George not
only to shop at this [ocation, but atso to attend the Cineptex
Odeon movie theater located on the second ftoor of the ma[[
(one of the two movie theaters in Prince George).
The ma[[ was situated close to the co[[ege.
It
was
onty about a 20-minute watk to the mat[ from campus, and
it
was also easity accessible by bus. Buses Left from both
the coltege center and from the centraI downtown square'
The matt had operating hours
of Monday-Saturday,9:00
n.u.-9:30 p.w., and Sunday 12:00-5:00
required
to
adhere
to the
P.M. Heroes
was not
same operating hours.
It
was
open for business Monday-Saturday, 11:00-1:00 A.M., and
Sunday, 11:00 n.u.-8:00
P.r,t.
Heroes was located on
the second floor of the
ma[[,
directLy across from Cineplex Odeon' The restaurant had
a
chatkboard at the entrance on which they wou[d display a I'ist
of the movies currently ptaying in the theater, and thejr start
times. Mike wanted the restaurant to have a very relaxed at-
contibuted by Ein 0'Bien, developed under the supervision
of Margoret Shaw,
two matls within the city of
George: Westwood Mat[ and Chesire Road Ma[t. Yore Heroes
have a future?
This case was
CoLLege
1ntoio,
of HospitaLity ond Touism
Management,
Canado. Names and pLoces hove been dis-
reserved. Used by permission. Atl Monetary amounts ore
in Conadion doilors. For conversion use 1$C/0-85$US.
mosphere. The interior was woodsy with wine-co[ored cover-
ing on the seats, brass rai[ings, and a [arge number of booths.
Pictures of popular "Heroes of Yore," such as Marilyn Monroe,
Cl.ark Gab|,e, Elvis,
Joe DiMaggio, Lou Gehrig, Joe Namath'
i-
ur sluernPlsor MaJ AtoA 0l0M
alaql uorlrppe uI 'lalual
s,llpru
aql ur punoJ slallno pooJ-lsej aql Aluo 'llpLu oql urqlrM slupl
-nelsor roqJo ou alaM araqf 'pauado lsrq seM
saoraH uaqM s,a)LhJ Jo u.loluol
lolpu
e
lou
seM
llug
pup deI
uorlrleduo]
's)uup l0lpue r0uurp roJ lloM lalJp s0o]0H
01
dn ouol ua+o plnoM otlM JJpls llpul sp lloM se lnoq fddeq
aql 1o abeluenpp a)pl ro s1rods qllpm 01 s6u!ua^a ro suoou
-roup oql
uL req1e6
uouo plnoM oqM uaul Jo palsrsuol srql
'pMorr req relnbar e urelqo
ol
pabeupul osle peq r{eq1
'peq Aeql srouolsnl oql uo sntoJ
01
'nueu luernelsol eq] uo alqelre^p lou lnq
leq aql le pala#o '('w'a 69:11 01 00:6 Luorl alqelrene) srazrl
-adde auo-ro1-oml pup is)leus lpq oslp alaM aloql .poseqr
-rnd raaq llprp
Jo raqtlLd &ene ro1 'sbuLddol aarql
'ezzrd arqs-rno4 aatl e uerrLb alaM
Itlun
0t:t
rLlorl AlLep
leq aql
slauolsnl uaqm
1p alqpltp^p seM
fue
q1r,r,r
"t,.t.d 00:E
lnoq fddeq y
.ro+ sbu ran
ualtrqt
loj
lsaq lr 1l0J pue ssotlns lraql q1[M peseald alLnb ararrr Aaq]
1nq 'pelradxe peq
feql
se luprnelsal aq1 luenbatl sluopnls
Aueu se aneq l,uprp fiaqf iuoqs aql loue lo aroJoq leqlra ur
6urddols 'sraob eLnour Jo requnu a6lel e se llaM sp
llpu
elsed eq1
aql
utqlLn 6uLddoqs sartrue+ Alueuud eq o1 paleadde alaluartl
ttor..ll
tpql
punoJ qleg pue a)r1,1 '6ursLlanpe
[ue
lnoq rouurp pue qtunl aql qloq lp 'ssellns leerb
rrire; e
1noqlu,r
6uLtuauaci
1snI
urq1L41
reau luelnplsal eql +o lpat aq+ u[ palerol ilp q1o0q t0
'loop alupp 'plpoq al#nqs 'pleoq ilpp ,e1qe1 lood p osle
1ea-u ec-noA11y :/[epsaupalyl
aq1 1o
-xa seM luprnelsat eq1 '6uruedo lo sqluoul
leq
66'gl$ loJ (ogrtua llnJ) squ snlnesoluotg :/[eps.lnq1
66'8$
([ep
aq o1 seq) 66'8$
aqpuE
se,r'
aloq1 rpq aql uol] ssot:e fllratrp punol xoqe>1nf oLll ruo,:
lrsnu J0 uorltales p asooql oqe plnol sroutolsnl lnq ,lue_
elsed 1ea-uer-noA-11y :liepsant
66'6I$ roJ (a9r1ua
.qlleu
11n;) s1ee1s ouoq-f atuno-9I auo-loJ-oMI:/[epuo6
:salduexa auos o.te 6urmo11o1 'Aepsrnql ol
Aepuo1,1
-nPlsor aql lnoqbnotql pe^eld trsnr-u lpoqdn fla^rl
lc
eueb 6Lq e spm otaql ssalun JJo ldol spm punos aqllnq ,sauF
.a16ue
lnoJ aql ur paJel0 araM suorsr^alal 'luplnplsol 0Lll Jo lear aq:
[11q61u pue 'lpr]ads q:un1 'Aep aq11o elsed 'Aep aq11o razLled
llp lp su0rsr^0101 aql uo umoqs spM lauueql slods eq1
Aue Luorl pomotn eq plnor Aaql os teq oql punolp s.iaulo:
uror1 alqplre^p slenads fltep osle aroM oreq_L 'alqplplp eleM
sleLreds [11qELu oiul s6uruana r{eprn1e5 pue fepul u6 .leLleds
p
-de 'fep eq1 1o dnos '[ep aq1
ezztd e seM oloql
'srseq relnEer p uo pora#o aian sleLreds
Jo
[ep qre3
lol upall alr
aalJ 'a6ererreq aalJ p
le
polenlrs teq relnbuepat pasLetdn a6tel e sem eraql
'o]Pp lalP-
V
^laue^
'1rx0 uo
uoolleq aolJ
pue 'Iassop
allo]ol
P
plnom
pllqr aql'nuau srql uor] paraplo ataM sutolr uaqg .(nuarLt
plrql qlea o1 peqddns ela,rn suoAert) lolol ol sp11 aql
e 1r1un oLled aq1 1o asn/1uaua^oldulr aq1 41o 1nd o1
plnor
1r l]oJ srouMo 0q1 pue
eql 1e 'seM
lr
lsaq ac
')loM qlnu lo paau ur ,aulf
lonoMoH 'oL1ed e Jo sueau Aq sqluou loutuns
+o ]Jeo sp posn seM lr'1n0 palual Jou spM uloot srql uaq/,'
'srauurp uorsello pue 'sEuLlaeuL 'saLled lo] lno poluor ac
p
paluud
uo
seM nuaul sLql 'rebuno[ lo abp Jo steef 61 uarp
qtlM sarlrueJ loJ 0lqeIeAe ole
aql 6uunp luelnplsal aq1 1o r\loeder aq1 puedxe ol pals-x0 lerlualod 'srnoq ssaursnq telnEet 6uunp luetnelsar aq_
srallpreql uoollpl qlrM peronol seM qlrqM 'e6ed aleredas
p qtrrM
roJ
l!ql
seM
nueu ,sprl v
qrlqM '002 ;o flnedet 6uLleas e peq luplnplser
pelps pup dnos 1ee-uet-no[11e atair,l solnlea+ nueu relndod
plnol pue sroop sse16 lnJrlnpoq Aq luernelser aql uol+ palp.
-edes sem uoolprpoq aq1 'A1rtoe1 ,,ruoorplpoq,, e papnlru-
urvro-rno^-a1eul pue 'elsed u,lro-tno^-a1eu '66'gg
'ezzto
lsou aql jo auos '(sau1 ro
lp porud
'e1sed asnoq 'o1e1od
aLl.'
'q1.toJ os pue 'srr1sL1e1s
pa>1eq
'plp
slods
'paurluopr oram souteu alug 'srseq lqnbat e uo pansuo slsa uo:
saqlrMpups pup slazrladde anLsuadxeur
]pqM lnoqp slaq pup sauonb Mau s^eanle erenn etaq:
'arLt) q:re1s pue 'pplps Jo dnos Jo alloql e 6uuago slauurp
asoql 'pala+Jo sulolr
Luor; pa6uer
ol
agilua llnJ
araql'6eq raded
f,
lo
uot+lalos aprm e seM
paluud spM nuau saolaH eqI
urritotq e uo
^oql
[1anq 'ereitn eldoad asaql Jo ]sout oqM anll ou peq ,saolaF
uoqM 'sluapnls aql ]o lsolx q6noq111
6urzruorled
lslg
'luernplsor aql j0 slleM oql polo^ol ,auodel
1y pue le6aL5
As6ng elrt ,,saoloq,, uo^a pue ,uap&6 ua) pue ,tr6 fiqqog
srauolsn3 lenpwpul burpuelsrapul 8 UIJdVHI
'i{:i-;
PART
IV
The Marketplace
the area surrounding Cheshire Road Matt, onty an East Side
wings (Wednesday nights). WhjLe the majority of customers
Mario's and a Pizza Hut, wh'ich were located in two separate
sti[[ came from the matl crowd. Mike wondered
the street. Mike had consjdered one potentiaL threat, the Potted Pigeon. WhjLe it was not [ocated
directty near Heroes, jt was a simitar restaurant in its reLaxed
dents cou[dn't be the solutjon to hjs probLem from January'
strip
maLts across
style and in the types of food
it
served.
It
was situated
to the coltege and was also the only restaurant to accept the cottege's meaI card. However, seeing as the majority of their customers were not students, at the moment
ctoser
to Aprit.
He began
if the stu-
to advertjse Heroes in the two student
newspapers, the Crest and the CaLedonion. Mjke then appl.ied
to obtain a
meal card contract wjth the cotlege's Express
Centre and was granted a three-year contract
first of the
to
begin the
schooL year.
it was not a major issue. Besides. Mike thought having some competition is heatthy. "It keeps you on your
anyway.
toes," he said.
At the Co[[ege of New Caledonia, students living in any of
the on-campus residences were required to purchase a meaI
plan.Off-campus students were not required to purchase
the pLan but were given the opportunity to do so. Students
While business remainednsteady throughout the first coupLe
chose from meal ptan options ranging from a
of years. Mike noticed some bothersome trends that
pLan ($500)
were
to a fu[[
meaL
light
meal
ptan ($1,100) per semester.
occurring in his business. The most disturbing of these was
When the card was used
the incredib[e slow period from January to ApriL. Although
the cash register and a number of pojnts were deducted,
this was common for most restaurants. due to the tightening
tike a debit card. This meaI card was accepted in a[[ of the
of purse strings fo[Lowing the Christmas season, Mike felt
that his situation was even more severe because of his [ocation in the mat[. The number of customers in the
matL (Mike's
main cLient base) was very [ow, as was the number of peop[e
to purchase food. it was swiped at
campus cafeterias and untiI thjs tjme had been accepted in
on[y one restaurant off campus, the Potted Pigeon. The
meal card could not be used to purchase anv atcohoLjc
Devera9eS.
going to see movies. MaL[ customers dropped by 40 percent
and. at tjmes, as much as 50 percent below the norm for
obtainable (by application) from the Express Centre, a oe-
September to January.
partment of the hospitality services at the colege. When re-
To counteract
this trend Mjke decided to implement
a
number of changes. First, he attowed the two-for-one appetizer special. previously onLy offered to the bar patrons, to be
avai[ab[e
For restaurants interested,
any beverage. Mike atready had a number of regulars who
came
into
Heroes
to watch sports or play pool, so
he felt
a
number of factors. including the foLtowing:
1.
The
"fit" of the restaurant in
terms of suiting and
meeting students needs
2
tomer who produced a movie stub (for that night) cou[d receive two desserts for the price of one with the purchase of
was
viewing the potentiaI ctients, the Express Centre evaluated
to atl customers of Heroes (between 6 and 9 e.u.).
He aLso introduced a two-for-one dessert specia[: Any cus-
the meaI card contract
Whether
the restaurant attained enough of jts busi-
ness from students
3
to warrant the use of mea[ cards
Whether the restaurant woutd be ab[e
to
make monev
for the Centre
If the preceding factors
were met, the restaurant in
there was opportunity to expand his bar busjness. To do so,
he jnvested in a large-screen TV on which to show hockey,
question woutd then offer a bid (a percentage of sates they
footbaLl, and other sports games.
fit the requirements and was granted a three-year conrracr,
agreeing to pay the Centre 9 percent of Express card sales
Mike a[so observed over these two years that more
and more students were coming into the restaurant. He rec-
ognized that
it
was primarily
to take
advantage
of
the
were wiL[ing
to pay back to the Centre).
Heroes was found to
eacn year.
A
further benefit of having the meal card was the free
the soup and salad deat, the a[[-
advertising done by the Express Centre for those restaurants
you-can-eat pasta (Tuesday nights), and the allyou-can-eat
accepting the meal card. For example, tabte cards promoting
aLL-you-can-eat speciaLs:
or1l spM lurelduor uourruol
'saoreH loJ pouad qDnol e oq o+ peno;d sreaf oMl ]xou oq1
prpl lpeu aq1 uo
sluprnplsar Meu oarql'[11erL1euerp paseol]ur. uoLlLleduLo3
q]!M u! aurol plnoM sluapnls uauo puP 'p011r.ull0d 10u
aql dn :palp alPrpauur aql ur dn lu0M qnd aaJ]or Mau e pue
buLddL-L
'sluepnls aq1
[q
sPM
6uLddLl 1o 1re1
lsou oql 'sluapnls ;o
sdnorb
abrel aq1 olres 01 6uLneq lnoqe palqunt6 uolJo slan.las
lnq 'eLueu Aq sreurolsnl ]aerD ol jJpls rpq pup lre^r
Mou
aql lo+ uoururolun lou spM
auol peq pue
.spuou] ilag} u!
6uuq plnom pup JJo aJoM oq^ JJPIs saolaH pue seafoldLla
11eu
flureu
6ur1rer11e
aql 'alqqtp^P eq plnoM
'lnlssalrns lPqmauos aralr slqEtu
1eq1 sleoads pooJ puP >1uup;o
adfl
aql pup lnoqp sP^4 ,,ftted,, aql leqir Jo aldoad 9utwtolut pue
sral uprtpMeH aalJ lno iuryueq '$ue^pe ul )aaM e fnoqe
'fep
rtrana
lnoq
uP lnoqP lo+ llPul aql lnoqEnotql
11elt't
plnom JJels oM] 'uotltppe u1 ,,'1q6Lu 6rq,, oqt Jo a)ue^pP
ur loaM p lnoqP luPrnelsel aql utqltM perteldsLp eq osle
plnonr sralsod asaql 'stelsod AeldsLp o1 pa)se alaM
lleu
0q1
u! sarols '1qbLu aq1 elogord o1 'ut lqbnolq oq plnom C0 e
pue 'poreJJo aq plnoM slerlads pooJ pue luup 'Al6uLplolle
polplolop aq plnoM luPlnelsai eq1 qqEtu asaql ug
'1q6Lu
nen.l uerr.eMeH e se,u alduexa au0 'lauluns eq1 lnoq6notql
sooreH ]p,,sat1ed,, lqbtu aueql lsotl 01 ueld e Paoo
lo^ap aH 'suorled lleu pue J1els llPLu qloq Jo OuLlsLsuol
1o
lI
'lleM &en srelnbel eql Mou) ol
pauado 1t aluts saotoH
le poltoM peq
sra^los
Aluofeu eql ')rpq sreurolsnt ulnlal stq 1o Aueu lq6notq
lpqM spm srql pa^ettaq aq pue 'Jlels stq ,to ssauldutoid
pup ssaulupspald aq1 uo paluauruor sfent1e pPq sleu]o1
toleu teqlouy
-snl s,althl '#els eql
sPM uraluol
's)uup
Uos aql uo pua;Jo sll.gal pallurllun aql Jo abeluenpe 4oo1
feql
ueryo arou lnq ')eq aql 1e fauout lraql Dutpuads 1ou
araM u! 6uruor sluapnls aql 'ltPd lsou aql loJ 'lPql paltlou
peq aH 'sprel ltaql uo loqolle aseqllnd lou plnol sluapnls
1sl4 oql 'elrv! pauroluol 1eq1 s6uLq1
}eql lleJ aql
seM
Mo+ e 'la^oMoq 'oJoM alaql '10)leu Meu stq punoJ peq
aq lla+ pup ssol)ns aq1 fiq paltlxa seM a)tw lnq 'leq01l0
alqee6eueu aloul p ol uMop peu0l sseutsng
ur
lenal
'oll^ras luallalxa la#o 0l
JJpls ltpM
jo
fi1111qeu1
aql pue uaqllq aql ut sdn-xlul luanDalj
ol pal stqt 'srabeueel peruapadxeul'6uno[ ara,u dleq
aq11o
Aluofeu oql pue 'poJJetsropun
ua11o sPM
uaq:iL>1
luelnPlsal aql
Og
q:euLds Artaqmetls e'e1e1d l[nl1 qsor1 P se q]ns'teaA eq11o
upr
aq'uotltppe uI'qslp uallttll tmtl puP obueu e pue'peles
'sorxq lualstsuoruL 1e 6uLurol pool pue /poo1 lo] slLen 6uo1
'alrnras Mols Jo sluLelduoo snoioulnu alaM alaql 'fi1q1oouts
'sqluorx iauulns aqt 6uynP pnnolr Eurluup e ut 6uL11aF
uebaq
;o sadoq ut llpu aql utqJtM suotloutord 6urluauraldurL
aH 'ssaulsnq leq 6uLsealruL uo snlo1 01 eloul eruo uebaq
saur!1 leqlo le alqelte^e lou aloM leql suloll snoueA palaj
-lo leqt nuaul rauluns Mou e palnpollut elt[/\l 'lsrtl
-Je ue ut auop aloM sbuLqllo
'1eql lsnt op o] lloJ
laqunu V'sqluotu esaql 6uunp
parorr [1Lue;/1eu aqlJo alout 6uLqreal uo sn]oJ ol lell$au0q
aq plnoM ]t paptrop pue sqluoul lauluns aq1 rol auLoq 6uL
-ob ,s1uapn1s aq1 o1 6e1 elll polnqu11P alLy'1 'steaA snoyrald
lle
ol 0t
lou'fi1e1eun1o1u1-1'uoultllolun J0u sPM sluapnls
to, suoqe^lesor fi11q6ru xLs ro a,rq FuLnep
1o sdnorb
'uL 6uunod alaM quapnls a6ellol aq1 1nq 'staddoqs ,,looqls
ol lrpq,.
qlLm 6snq
llpu aql sem r\1uo loN
'uoas 1ar{ peq sao;
-aH qluoul lsatsnq aq1 sPM plel aql q]!M loqulaldes lslg
aq-L
'qlnur Moq r\q azLleet lou plp oq lnq 'aslnol J0 'osearlut o:
sluopnls Aq abeuorled palradxa peq eH 'sseutsnq stq u0 a^el
plnoM prer leau aq1 pedur! eq1 loJ patedaldun ueaq peq
altf,
aalql oql jo srauuns eql uPql reMols qlnul aq 01 lno paulnl
]oruuns lxeu aql uaqM asole ulaluol Jo onsst l0q]0uv
asoqr uoM o1 arqerrp^e rou araM
-n1s Aq paluanbarl lsoLu slqbLu oml
'luauledep salt^las Alqeltdsoq s,e6a1or eq1 fq
o.ut uqorlulilllo
oql
'sAepsaupan4 pue
sfepsenl go 6uqnpeqrs ]Je]s pelt]0u peq aH '0ler0ul ltaql
uo a^eq plnom uotlenlts eq1 lleduL leqM polopuoM osle
al!^los jo lo^al aues aql
pue slotxolsnl roqlo ol plp
^oql
sluapnls aq1 anL6 lou plp Jlels aql p0lP0+ 0It!{ 'p.lel lraql
qsel 0u
11e asneloq
leau ltaql ro+ fed o1 papaeu Aaql
seM
TqZ,
sreruolsnJ lenp1rrpul burpuelsrepuq
I
paseal:-
uorlecLlqnd Alqluottt P u! unr aq osle plnoM luernPlsal aLloJ sluouastlenpP 'eoJ Alqluout letiltutul e lo1 'uotltppe -'sluapnls 6uLutotuL Mou lo1 sabelred aql ut pue 'snduel::
pue uo qloq sluapnls 01 paltPtll alaM leql selnLllorq uL pal:'osle areM plel leoul aq1 6uLlderre slueinelsou 'sPuala-::
a':
llp ur salqel aq1 uo paAeldstp alaM llu! pue del saoleg
'
urJdVHl
zGz
PART
IV
Exhbtl
The MarketPlace
The ComPetition
F€+1e:.i5::..1! Jiril+
Potted
American food
Hut
Pizza
Casual theme, popular
Independent
with students
and a younger crowo
Young families, price conscious, casual
Pigeon
Pizza
i€S.:+r:i
i*s*FeE:**:1f,
+r iF++ir:
joint
ltalian/American
Mario's
pool tables;
No
No
$6.e9-$ 14.9e
Family restaurant, midscale,
f un/boisterous atmosPnere
Chai n
Yes-
No
$ 1
Family, restaurant, casual theme, as the
name suggests-like a Swiss Chalet
Chai n
No
No
Chain
No
No
Sept
Creek.
Pub,
10.9e-$20.9
No
No
(? oo-{q qq
Chain
Yes-
No
$8 ee-$18.9e
next
Sept
The second decision was
Coffee
not a futl-service restaurant but one that served light
$
Chain
.-
the Red Rooster, Swiss Chatet, and Walter's
t7 00-(1 7 qq
9
atmosphere, earlY 20s to middle age
:
0.99-$20.9
v
next
PrimarilY sPitSwiss
roasted chicken
Chalet
Midscale, open concept kitchen, caters
BBQ food, ribs,
Red
to mid 20s to late 30s age group
Rooster chicken, beef
Walters Coffee, light lunch, Quick service, casual theme, varied
clientele from late teens to senlors
Coffee Pub desserts
Casual theme, firePlace, camPing
American food
Up the
Creek
Fril* €er:q*
$s.9e- $1s.9e
Chai n
theme
EastSide
f.ri+-;:i '*]ti:+;
i=;d? .4:::*:lii!es
Yes Yes-two
days, a new concept
to introduce Wacky Wednes-
in an attempt to bring in the students,
food djshes as we[[ as a variety of speciatty deserts. More detaiLed descriptions are giVen in Exhibit 1. Other probtems
not to eat, but to get them spending their money at the bar'
were atso arising. Staff turnover was incredibty high. with
50 Dercent of Mike's former staff leaving to work at the Red
stit[ coming in for the a[[-you-can-eat wings. The new
Rooster restaurant. Mike was faced with the probtem of
finding not onty new staff, but also the time and money t0
Drice of a 1.6-ounce one, or a doubte bar shot for
Wacky Wednesday special was a 32-ounce draft beer for the
of one, starting at 9:00
P.M.
It took
to
dectine
dramatica[[y. Students were now the main ctientete, about
the price
some time for the idea
to catch on, At first it attracted main[y
train them.
Customers, and subsequentty sates, began
Mike feLt Wednesday was appropriate because students were
matl' employees and
staff. Then Mike brought in a DJ on Wednesday nights
and
began promoting the speciaI in the student newspapers.
in;
75 percent, but their numbers were decreasing' Mike knew he
Eventua[[y, more and more students began pouring
would lose even more of this business in the future as East
Side Mario's and Up the Creek were expected to have meal
nights there woutd be [ineups at 9:00 waiting to get in. The
dance ftoor in the restaurant was packed, and it was not
card contracts by September. Few families frequented the es-
uncommon
tabLishment. Those that did come were mainly seen on[y at
restaurant. Mike raised the price of the drinks to $4.25 for
peak shopping periods (i.e.,5eptember and Novembey'
either a 32-ounce beer or a doub[e shot, and the students
December). Mike was at a [oss. He wasn't sure how he could
kept coming.
to
some
meet the maximum [ega[ capacity of the
Staff had commented to Mike a number of times con-
or shoutd compete with thjs new competition.
Mike knew he needed an edge. His first decjsion was
to introduce a delivery service to students Living in residence
(so they coul.d stj[[ use thejr meal card) because none
ofthe
cerning the regutars feeling alienated by this new atmosphere. More than one server had heard the [ine, "It's
Like
it
used
just not
to be." Not onty did regulars comptain, but other
0n more than one occasion, a table
other estabfishments offered this service. The detivery ser-
customers did as wel.l..
vice was a success and very wel"t tjked by the students; how-
seated at 8:30 on a Wednesday night wouLd become frustrated
ever,
it
was not making the money Mike needed
things around.
to
turn
and annoyed at 9:00 when the DJ came on and dance musjc
began
to
btare. Yet. as the night became more and more
'lno lr
aln6!J ol
s^ep 0E ppq elll/\J eleqM lnq 'uoos pup auop 0q 01 popaau
6urq1euo5'polpurMp peq ssautsnq at^otu-laue pue-alo1aq
aq] ua^l 'laqlla ]Pa o1 ur 6uLr.r-rot ra6uo1 ou aloM s]uapnls
6uruor 1ou suorled lleu pue satltue+ aql alaM
oql'u!
fluo
'1a1 'r\epsaupeg A1re44 ]o uotleluoualdLuL aq1 ro1
1ou
f11eer peq 6uLqlop '1no 1t ernbL,L
ldarxa saorag 1e peEueqr
€92 =
l,uplnor
a1Ly1 'fi1dua [11erL1:erd spM Jue]npJsai aq] )aa^\
aql lo ]sor aql
aql Mou alarvr
'Asnq spM Juernelsor
aql
uoqm slqbLu
fluo
s6uLuarra Aepseupel4'[1a1eun1o;u1-1
'slqDLu r\epseupoM uo luprnelsar oq+ olur. ]L+ aq
-snl arour
]eql
os aprsln0 req alere0as e ut
aql ol paqrepe oLled
p1o aq1 6uLrordruL
ln0
plnor siauol
aH 'JUPlnPlsal
ur palsa^ur'reurLuns
oql ur 'pue sLql;o abeluenpe o)el ot paprrap e>111,1 'relndod
sroruolsnJ lenpilrpul burpuelsrepul 8 ErJdvHl
i
i