Know-How Exchange : Strategy

You might find this case challenging: If you were the restaurant owner, what would you do to increase sales at least 10% next week?

The owner is complaining that sales have been dropping staggeringly since summer.

The restaurant is sandwiched between three high schools, a total of which students amounts to ~4000. A block ahead, there are Starbucks and McDonald. McDonald is his biggest competitor, as students associates McDonald with better price and more powerful brand. There are also a line of clothing stores and small businesses in the same complex.

Frequent diners are described as middle-aged folks who pass by, live o work in the area. The restaurant has been trying to target high school students to no avail.

In the past, customers have been complaining of poor service, which the owner has acted upon. The bigger challenge is how to draw more customers - the high school students - to come to the restaurants.

We are currently implementing text message marketing to build a loyal customer base. The result is not astounding, but let's just say current customer demographics are not the texty type.