George's Gourmet Pizzeria Executive Summary

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Executive Summary George’s Gourmet Pizzeria is a family-owned, Italian restaurant/Pizzeria that serves lunch and dinner to the people in the Hills District. Specialising in traditional Italian cuisine, George’s Gourmet Pizzeria sells pizza, pasta, gelato, coffee and Italian desserts. This report includes a classification of George’s Gourmet Pizzeria, its phase in the business life-cycle as well as internal influences of location and business culture. It also analyses the impact of competitive situation and social external influences on the business. Recommendations to further grow George’s Gourmet Pizzeria by maintaining a prime location, improving the website and training employees are also included in this report. Classification of the …show more content…

The lack of competitors in the local area allows for George’s Gourmet Pizzeria to be the primary choice for consumers wanting quality Italian food. The market concentration for pizza is a monopolistic competition; there are a large number of buyers and sellers in the market e.g. Pizza Hut, Crust, Dominoes, Eagle Boys Pizza, Jags Ristorante and Joey’s Pizza. George’s Gourmet Pizzeria has differentiated themselves by serving quality food in a homely atmosphere for relatively good prices. The differentiation from other fast food outlets (mainly franchises that sell pizza) by focussing on quality food made with fresh ingredients, makes George’s Gourmet Pizzeria stand out from its competitors and gives a healthier option for consumers wanting Italian food. In comparison to its competitors, George’s Gourmet Pizzeria doesn't have as much advertising as Pizza Hut or Dominoes whose ads are constantly seen on television with flyers appearing in the mail every month. Their marketing strategy is a lot more discreet and relies on the word of mouth of customers to spread the goodness of George’s. George’s Gourmet Pizzeria uses significant events at the local Bella Vista Farm like Australia Day celebrations to further market their …show more content…

Pizza has been a favourite among Australian society since it arrived on our shores in the 1920s, becoming increasingly popular in the 1950/60s with the post WWII European migration. Traditional pizzas like the Margherita remain firm favourites but as society has become more multicultural and health conscious, George’s Gourmet Pizzeria has adapted to these changes which can be seen in its menu. Among the menu are Australian, Greek, Italian, Mediterranean, Mexican, Spanish and Thai inspired dishes to cater to the diversity of the area. The emphasis on the freshness of the ingredients used at George’s Gourmet Pizzeria appeals to the health conscious consumers that would rather quality food over greasy fast food pizza. By offering a delivery service, George’s Gourmet Pizzeria is providing a convenient solution for those who don't have the time to pop out and get something. Along with the website which can be used to order, customers can get pizza delivered right to their door without picking up the phone or leaving the house. The continually evolving society has caused George’s Gourmet Pizzeria to ensure they are keeping up with the trends by evaluating their business on a regular

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