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

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

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.

Although family oriented dining is not new, it may very

well be the new trend in theme restaurant.

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.

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.

Question OneQUESTION 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?

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

complex?

Limited decision making

Requires moderate amount of time for

gathering information and deliberating about

an unfamiliar brand in a familiar product

category.

WHY ah?

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.

Is it different than decision made to dine at McDonalds's new edutainment restaurant? At a

regular McDonald’s restaurant? How?

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

17

Factors Influencing Buying Decisions

Social Factors

Individual Factors

Psycho-logical Factors

Cultural Factors

CONSUMERDECISION-MAKINGPROCESS

BUY /

DON’T BUY

Explanations

Culture

Social

Freshly made Local Cuisine

Family or relation to dine in (norms)

Spend time on with others (Socialize)

RG – influence them to dine here

Individual

Psychological

Gender – women; freshly made local food ( good for

diet)Age – provide food with

excellent taste for everyonePSL- dine because of their

personality

Physiological

Safety

Social

Esteem

Self-Actualization

Perception – price , quality and brand names

MotivationsLearn & beliefs

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?

Why the once-popular theme restaurants and store decline?

Maintenance Problem

Consumer Demand Changes

High Cost

Technological Changes

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

Know your competitors

PriceStrategic locations

The themeThe food

itself. (Quality)

Target Customers

Age Gender

Background Race

Be different

Study food trend

Advertise frequently

There are no right and wrong answers, it’s just a matter of opinion i.e. a part of learning process.

Mister ShapikaMiss PalahMiss Ajri