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    CB Caselet - Rishika Omer

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    Rishika Omer
    The document summarizes an interview with the owner of Aromas Restaurant, Mr. Rahul Laharya, about consumer behavior trends affecting his restaurant business. He notes that consumers now prefer low-calorie and healthy options like baked goods. The restaurant tests new menu items every 8 weeks to boost sales and satisfy customers seeking variety, like a new salad featuring whole grains. The restaurant must also consider the heterogeneous tastes of its customer base and maintain quality food at affordable prices to attract and retain customers amid competition.

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    CB Caselet - Rishika Omer

    Uploaded by

    Rishika Omer
    107 views3 pages
    The document summarizes an interview with the owner of Aromas Restaurant, Mr. Rahul Laharya, about consumer behavior trends affecting his restaurant business. He notes that consumers now prefer low-calorie and healthy options like baked goods. The restaurant tests new menu items every 8 weeks to boost sales and satisfy customers seeking variety, like a new salad featuring whole grains. The restaurant must also consider the heterogeneous tastes of its customer base and maintain quality food at affordable prices to attract and retain customers amid competition.

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    CB Caselet- Rishika Omer

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    The document summarizes an interview with the owner of Aromas Restaurant, Mr. Rahul Laharya, about consumer behavior trends affecting his restaurant business. He notes that consumers now prefer low-calorie and healthy options like baked goods. The restaurant tests new menu items every 8 weeks to boost sales and satisfy customers seeking variety, like a new salad featuring whole grains. The restaurant must also consider the heterogeneous tastes of its customer base and maintain quality food at affordable prices to attract and retain customers amid competition.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    107 views3 pages

    CB Caselet - Rishika Omer

    Uploaded by

    Rishika Omer
    The document summarizes an interview with the owner of Aromas Restaurant, Mr. Rahul Laharya, about consumer behavior trends affecting his restaurant business. He notes that consumers now prefer low-calorie and healthy options like baked goods. The restaurant tests new menu items every 8 weeks to boost sales and satisfy customers seeking variety, like a new salad featuring whole grains. The restaurant must also consider the heterogeneous tastes of its customer base and maintain quality food at affordable prices to attract and retain customers amid competition.

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    Consumer Behavior Assignment

    Caselet

    By
    Rishika Omer
    A0101909155
    MBA Class of 2011
    C-13

    Submitted to:
    Mr. V.S. Tomar
    Caselet

    In a restaurant meals are generally served and eaten on premises, but many
    restaurants also offer take-out and food delivery services. Restaurants vary
    greatly in appearance and offerings, including a wide variety
    of cuisines and service models.

    Over the last decade, several Indians have relocated to satellite towns and
    Tier-II cities in search for better job opportunities. This, coupled with
    increasing employment of women in the workforce has led to manifold
    increase in households with no parents at home to act as caretakers. As a
    result, working couples and bachelors seek refuge in food offerings at
    restaurants.

    The increasing consumption of the food category has, obviously, lured


    restaurants who have come up with unique offerings over the years. What
    makes the competition more interesting is a diverse consumer segment that
    looks for an increasing set of options to suit their unique preferences.

    The menu of Aromas restaurant which is located in Kanpur consisted of


    different variety of product like burger, pizzas, Indian items like Kebab
    Meals, Dals, Rice and Breads, Rajma Rice & Pickle, Masala Channa with
    Bakery Kulcha, snacks like French Fries, Pao Bhaji, coke combos, buddy
    meals etc.

    In an interview with the owner Mr. Rahul Laharya of restaurant Aromas, he


    talked about some issues related to consumer behavior. The major issues of
    concern are consumers are now preferring the food items which are basically
    the low calorie items so they have to include more number of low calorie
    items like baked food items in their menu as consumers wants the restaurant
    industry to respond more aggressively to nutritional concerns.
    Secondly, How will hungry customers react to new menu items? Restaurant
    adds new dish to its menu every eight weeks to boost sales and satisfy loyal
    customers who seek variety. When restaurant’s product development head
    created new salad, he noticed that consumer interest is growing in whole
    grains. He got the favorable response from the consumers and now the salad
    is added on the menu items. The way a restaurant develops and market new
    menu items illustrates some of the factors that influence consumer’s
    behavior about innovative offerings.
    Third, they have to keep in mind that customer group is heterogeneous in
    nature, they must keep in mind the taste of heterogeneous group so as to
    offer them food items and snacks according to the need.
    And last but not the least the quality factor is of the major concern at
    affordable price. At standard restaurant customer wants value for their
    money and if they are paying for something they don’t want to compromise
    with the quality of the product.

    As there are many competitors in the market so to have competitive edge


    and for being first choice of the consumer they must keep these points into
    consideration.

    Case Questions:

    Q1.) What factors influence the choice of consumers to select between


    different alternatives?

    Q2.) How consumer adopt an innovation and why they might resist
    adoption? Explain.

    Q3.) Throw some light on the growth of food service industry.

    Q4.) What major challenges a restaurant has to face to have competitive


    advantage?

    Interviewed Person:
    Mr. Rahul Laharya
    (Aromas Restaurant)
    Ph. No. - 9250543863

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