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Case Study Analysis Of Ahmed Abou Shakra's Restaurants

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Case Study Analysis
Abou Shakra is a well known chain of restaurants which is specialized in Egyptian oriental food. Since Ahmed Abou Shakra opened his first outlet in 1947 in Cairo. He had decided that the Egyptian traditional food is going to be the main theme of the restaurant. At this time most of the restaurants were the same in offering the oriental dishes, so Ahmed Abou Shakra had to make sure that he’s providing a special thing to the customer, as he was competing with the whole market. So he decided that the special thing will be the taste.

As the business started to grow and the restaurant became a well known restaurant the manager started to think that he has to find other factors that make sure his restaurant is offering the best …show more content…

Ahmed Abou Shakra had a special way of thinking other than most restaurants owners; he decided that having a small numbers of outlets with an extraordinary service is better than having large number of outlets in each corner of the country with an average service.
Abou Shakra’s restaurant became as well know as it is now not depending on TV advertisements, but depending on the word of mouth recommendations between customers and their friends, family. They believe that they best way of advertisement is the word of mouth as customers trust their friends’, family’s opinion.
In my point of view; the only weakness they have is the fear of commitment, not only the commitment of having new outlets, as it took them years to take the decision of opening their second outlet in Alexandria, but also the commitment of offering new dishes. Abou Shakra’s restaurant is known by its special tasted dishes and hygienic environment, so the customers would welcome the idea of trying new dishes from Abou Shakra’s …show more content…

So he followed some values, as follows:
Philosophy: In ordered to offer an extraordinary experience that the customer would never forget, the restaurant had to make sure that all the gradients of the food are fresh, clean, so as the business started to grow they decided to have their own farms, factory, which supplies all the outlets with the daily requirements of fresh meat.

Advantage: When the first Abou Shakra restaurant was opened it had to compete with all the market as all the restaurants were offereing the same traditional food. So the owner had to offer the customers something that would favor his restaurants over other restaurants, which turned out to be the special taste. This advantage became their greatest customer value offered.

Focus on Customer: Focusing on customer is one of the main reasons this organization’s success. They no longer need to spend money on newspaper’s advertisement as they depend on the word of mouth’s recommendation, they consider it the best way of advertising and which mainly depends on the extraordinary customer

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