Swot Analysis Of American Eatery

Marketing Vision

American Eatery is a place for family togetherness organized around a common love of the traditional American diner and the simpler times of the '50s and '60s. American Eatery transcends a typical theme restaurant by putting real heart into customer service and the quality of its food, so that its unique presentation and references to times past are just part of the picture.

Goals

CHIEF OFFICER's Goals:

• Reduce shift management time to Twenty-Five Percent of time, devoting the remainder to marketing direction and strategy

• Devote at least two hours per day to marketing activities

Marketing Goals:

• Achieve revenue of $1.75 million per year in year three

• Open a second restaurant in 2017

Strategic Goals:

• Become the top

The Smiths, Betty and John, are a lawyer and a doctor, respectively, and can afford most options, although they don't have a desire to spend a great deal of money just for the sake of spending it. They need an restaurant with a relaxed environment, where their grandchildren will not be a disturbance and, ideally, they'd like entertainment for the children.

They seek what they think of as "comfort food" -- traditional American fare like hamburgers, milkshakes, fries, etc. But they don't want a fast food experience, like at McDonald's or Burger King. The Smiths want to know that there will be a great deal of options for all of the family members, in order to serve their grandson's current pickiness about food, their daughter-in-law's health kick, and their son's allergies. Therefore, they need a restaurant with an extensive menu.

Most importantly, they want the entire experience to be fun and colorful, so that their grandchildren will remember that going out to dinner with their grandparents is a fun time and something to look forward

Our core message is "Your Way-Back-When