A presentation relating to a suggested Marketing Plan for Chili\'s Restaurant. (University assignment)

1. Chili's Restaurant

3. Restaurant Overview – Cont. Hierarchy at Chili’s Wentworthville Wait staff Chiefs (make main meals) Bar attendants Cooks (make side dishes) Restaurant Managers Back of House Manager Customer Service Team Leader Wait staff Chiefs (make main meals) Bar attendants Cooks (make side dishes)

9. Competitor Analysis Varying Levels of Competition General Competition Product-From Competition Product-Category Competition Chili’s Restaurant (Wentworthville)

11. Perceptual Map Comparisons Repeat Purchase Favourability Uniqueness 10 0 10 0 Perception of: Chili’s Restaurant Other Restaurants Fast-food outlets Actual Impression of: Chili’s Restaurant

12. Perceptual Map Comparisons - Cont. Food Quality Service Quality 10 0 10 0 Perception of: Chili’s Restaurant Other Restaurants Fast-food outlets Actual Impression of: Chili’s Restaurant Healthiness ‘ The Experience’ 10 0 10 0 Perception of: Chili’s Restaurant Other Restaurants Fast-food outlets Actual Impression of: Chili’s Restaurant

13. SWOT Analysis Type of Strength – (Ranking) : A: Mangers experience and expertise – (2nd) B: Recognised and distinctive brand name – (1st) C: Restaurant location and facilities – (4th) D: New Take-away (To-Go) menu – (3rd) Type of Weakness – (Ranking) : A: Very poor customer rating – (1st) B: Limited healthy menu– (4th) C: Lack of marketing activities– (2nd) D: Seen as a special occasion venue (issue of low repeat purchase) – (3rd)

14. SWOT Analysis - Cont. Type of Threat – (Ranking) : A: Fast-food outlets expanding their menu offerings – (2nd) B: Increased social emphasis on healthy eating – (1st) C: Economic factors reducing disposable income – (4th) D: Increasing popularity of ‘make it at home’ recipes – (3rd) Type of Opportunity – (Ranking) : A: Greater emphasis of Chili’s brand image – (1st) B: Greater focus on take-away business during weekday lunch-time hours – (2nd) C: Offering repeat purchase incentives for customers – (3rd) D: Expand the menu to cater to wider tastes – (4th)

21. Implementation and Control Project Plan 28/03/2008 1/02/2008 Customer Service Leader New uniforms 28/03/2008 1/02/2008 Customer Service Leader ‘ Cool Cup’ for Kids 2 19/03/2008 5/03/2008 Customer Service Leader Live Entertainment 1 6/04/2008 4/04/2008 Both Restaurant Managers Grand Re-Opening 2/04/2008 2/04/2008 Customer Service Leader Teaching employees basic Mexican greetings 28/03/2008 1/02/2008 Both Restaurant Managers New exterior & interior décor* Complete Commence Responsible Activity/ Task Continuous 11/04/2008 Customer Service Leader Monthly member emails Continuous 4/04/2008 Customer Service Leader Membership Registration 28/02/2008 1/02/2008 Both Restaurant Managers Newspaper advertising 4 21/04/2008 7/04/2008 Both Restaurant Managers Flyers to Businesses 30/03/2008 1/02/2008 Both Restaurant Managers Emailing System 3

22. Implementation – Gantt Chart

23. Economic Evaluation Forecasted Profit & Loss Statement Graphically

24. Economic Evaluation – Cont. So in simple...

25. Economic Evaluation – Cont. Profits Increase!

26. Any Questions ? Thank You