1. Bucking The Trend: Is “Family” The
Next Theme Restaurant?

2. Introduction
Stephen Waite regenerates his
Big house Brewing Company
His business partner, Eric Shilling
want to create a family-friendly
restaurant with:
• Miniature golf in summer
• Outdoor ice skating in winter
• Clowns and Magicians the
whole year round

3. Waite and Shilling's whole projects is
bucking the trend of locating chains near
other chains to drive traffic, predicting
that people are getting tired of chains.
Having dishes that a
indigenous to the area will set
restaurant apart from crowd of
national chain restaurant and
attractions that make up the
American suburban landscape.

4. In some cases, consumers have
stayed away because they are tired
of the same theme.
It’s also because consumers
demand higher
quality than the theme restaurant
provide.
Although family oriented dining is not
new, it may very well be the new trend
in theme restaurant.

5. Even through Waite and Shilling want their
family entertainment venue to be different
from the chains in the nearby area, they are
already looking at turning their idea into a
local chain.

6. QuestionONE
QUESTION
One
What type of consumer buying decision
best describe dining at Waite and
Shilling’s new family restaurant and
entertainment complex? Is it different
than decision made to dine at
McDonalds's new edutainment
restaurant? At a regular McDonald’s
restaurant? How?

7. What type of consumer buying decision
best describe dining at Waite and
Shilling’s new family restaurant and
entertainment complex?

8. Limited decision
making
Requires moderate amount of time for
gathering information and deliberating about
an unfamiliar brand in a familiar product
category.

9. WHY
ah?

10. Explanations
Renewing their theme
 Consumer will have to spend their time to gather
information to know about the new Waite and
Shilling’s restaurant
The consumer also will compare the new
restaurant with the other restaurant that practiced
the same theme.

11. Is it different than decision made to dine at McDonalds's
new edutainment restaurant? At a regular McDonald’s
restaurant? How?

14. QUESTION TWO
List the factors that would influence
a consumer to spend his or her
dining budget at a family
entertainment-themed restaurant.
Include cultural, social, individual
and psychological factors on your list

15. Factors Influencing Buying
Decisions
Cultural Social
Factors Factors
CONSUMER BUY /
DECISION-
MAKING DON’T BUY
PROCESS
Psycho-
Individual logical
Factors Factors
17

17. Explanations
Culture Freshly made Local Cuisine
Family or relation to dine in
Social (norms)
Spend time on with others
(Socialize)
RG – influence them to dine
here

18. Gender – women; freshly
made local food ( good for
Individual diet)
Age – provide food with
excellent taste for everyone
PSL- dine because of their
personality
Psychological Self-Actualization
Esteem
Perception – price , Social
quality and brand names
Motivations Safety
Learn & beliefs
Physiological

19. QUESTION THREE
What influences on consumer decision
making do you think are contributing to
the decline performance of once-
popular theme chains, like the Hard Rock
Café, The Gap, The Disney Store and the
Warner Bros. Store? Based on the factors
you Identify, Do you think that opening a
new theme restaurant is wise? Why or
why not?

22. Why the once-popular theme
restaurants and store decline?
High Cost
Consumer Demand
Changes
Technological Changes
Maintenance Problem

23. Do you think that opening a new theme
restaurant is wise? Why or why not?

24. Strategic
Price locations
Know your
competitors
The food
The theme itself.
(Quality)

25. Age Gender
Target Customers
Background Race

26. Be different
Study food trend
Advertise frequently

27. There are no right and wrong answers, it’s just a matter of
opinion i.e. a part of learning process.
Mister Shapika
Miss Palah
Miss Ajri