Question 1
a) Vera 's Kitchen projects the image of a small cozy restaurant that serves wholesome home-made food.
Friendly Vera, one of the owners overlooking day-to-day operations, exerts warm and positive vibe and makes every customer feel like a member of her family. The name of the place itself – Vera 's Kitchen, implies that you are dining at someone 's house, maybe one of your friend 's or relative 's house, rather than just at an impersonal diner surrounded by strangers. Vera 's husband Eddie who sometimes helps her with everyday operational activities, only adds to the impression of visiting friends or family members for every customer.
In regards to Maya, who does not attend to daily activities and mainly conducts business from
…show more content…
The restaurant is positioned as an authentic Russian diner, serving traditional Russian meals with a little twist and some personal touch added. One might find the similar sort of food in a middle-priced cantine in Russia. That 's why Vera 's Kitchen mainly targets recent Russian and Ukrainian immigrants and those of Eastern-European decent; those who feel nostalgic for their motherland or are willing to reconnect with their country 's traditional cuizine. The presence of elements of a traditional Western restaurant experience (such as, for example, various type of burgers), allows to ensure that clientelle of different backgrounds, not necessarily Eastern-European, will always find something to their …show more content…
it is crucial to find the maximum price people are willing to pay without feeling ripped off;
2. mark ups can be justified by offering a better level of customer service, using higher-quality ingredients or adding a certain level of authenticity to the service scape to provide a more engaging and interactive dining experience.
Question 3
a) Vera 's Kitchen fits into the following distribution chain:
Farmer -> Food processing company -> Restaurant (Vera 's Kitchen) -> Customer
Vera 's Kitchen is purchasing some of the ingredients from food processing companies, such as Maple Leafs, Kraft Foods, etc., transforms them into meals and sells to the customer.
When it comes to certain types of products (e.g. some types of seasonal fruits and vegetables), Vera 's Kitchen is purchasing raw materials directly from the local producers (farmers) to later add more value by preparing the final meal and selling it to the customer. In this case, the distribution chain looks as follows:
Farmer -> Restaurant (Vera 's Kitchen) -> Customer.
b) I do not think that the entrepreneur should adopt any form of vertical integration, either backward or forward.
Backward integration might be a good idea for some restaurants for several reasons: grants access scarce or costly
RNRA Team, “Supermarkets, Fresh Produce and New Commodity Chains: What Future for the Small Producer?” Hot Topics: February, 2004.
The company’s motto, “Farm-to-counter”, allows the company to focus on local customer’s needs and gain a competitive advantage in each geographical location (Daft, 2016, p. 362). Instead of using bureaucratic methods to dictate ingredients throughout the organization, Sweetgreen uses local produce that varies by region and seasonal availability. Providing individual teams with necessary resources and utilizing local resources builds a strong connection with local markets and allows local managers to mold their restaurants to meet local
Price increases in the raw material mean that prices needed to be increased, but customers were still willing to pay for a quality product.
The prices of products and services play a major role in determining how well they are going to sell. Ethical pricing strategies are adopted by the producers to earn profits without defrauding their consumers or competitors. Despite that, competitor's prices, availability, convenience and other factors tend to affect consumers’ impressions of fair prices. There are certain business laws, which protect consumers as well as competitors from the unethical pricing strategies that unscrupulous marketers attempt or wish to attempt. The businesses operating in today's competitive environment usually get tempted to try unethical pricing strategies to increase their profits as well as market share. But the companies with self-interest
The business intends to stay focused on meeting the demand of the customer for high quality, delicious food in a beautiful setting among the vineyard and tasting rooms of Santa Ynez, Lompoc and Edna Valley’s.
The Santa Fe Grill is a relatively new Mexican restaurant that was started by two former business students from the University of Nebraska, Lincoln. The idea sparked after the two roommates who were both interested in pursuing entrepreneurial interests decided that a Mexican restaurant in their city would be highly successful. While taking an entrepreneur class at the University, the plan for the business began coming together. Their main focus was to create a restaurant that would feature the freshest ingredients, as well as a lively atmosphere, cutting edge advertising and marketing, plus exceptional service for customers. (Research Methods, Pg. 19) By doing so, the students hoped that they could fulfill their dreams of ownership.
This week in my exploration of food, I dove into the Small town of Hartford, Kansas. I visited with an old friend, and culinary expert, James Fairly. His cooking career began after high school when he picked up a part-time job flipping burgers for cash. What started out as a seemingly dead-end job soon grew into a career. In his twenties, he bought a small diner and nursed it into one of America's top-rated restaurants. Now retired in Hartford, Kansas, he lives a quiet life enjoying small town cuisine.
The sixty-four districts of the country boast about its individual unique culinary delicacies that represents their identity. Food is a predominant part of the culture where the type of
Further Kim (2006) stated that "fairness of price is a psychological factor that plays an important role in the customer’s reaction to the paid price". According to the different research price of any product can standard of the brand or vice versa (Turel et al. 2006). Many researchers from different sector such as management, marketing, and economics study price from different aspect which is behavioural, managerial, and quantitative perspective. Despite being an important indicator influencing consumer decision-making and buying behavior, price fairness has just recently become one of the emerging agendas in price literature (Bolton, Warlop, & Alba, 2003). Kotler and Armstrong (2010) said that price is the sum of the amount that consumers trade for the goods or service. Recent research efforts have isolated several factors that influence consumers' price unfairness perceptions as well as potential consequences of these perceptions (Bolton et al.(2003); Vaidyanathan and Aggarwal（2003); Xia et al.(2004). Jacoby and Olson (1977) defined objective price as “the actual price of a product or service”. According to Stanton, Micheal and Bruce (1994) they define price as the total sum of money or goods needed to get another combination of products. From the researcher based on marketing
competition in the target market and the cost of the whole marketing mix (Perreault, 2002). A manager must also try to estimate customer reaction to possible prices. If customers won’t accept the price, all of the planning effort is wasted.
While excuse may be granted for shortcomings unsuccessful efforts made in reducing cost of raw materials storage, that of the finished goods should not be forgiven, rather, attributed to inefficiency on the part of management. One of the major strategies used by manufacturing companies is to aggressively push their product to the final consumer. With this, the quantity of finished goods to be held will greatly reduce and so also their storage cost. To facilitate the timely distribution of their finished goods to consumer, companies permanently engaged some major distributors as mini-depot for further distribution to other smaller distributors within their localities. While major distributors also sells in bulk to other distributors within their locality and also engaged salesmen, these other distributor too sells in smaller quantities to retailers and some also engaged bicycle boys to sell directly to the final consumers. All the suppliers and actors on the chain of distribution are rewarded with commission on sales (distributors) or salaries plus commissions for salesmen and
- Other producers sell vegetables, fruits, flowers, poultry, beef, eggs, lamb, butter, honey, different types of mushrooms, organic cheese, nature juices, organic juices, bakery.
Price can sometimes be an indicator of quality; with a higher price indicating higher quality (Mowen & Minor, 1998; Siu & Wong, 2002). Most Chinese customers think a higher price attributes to the higher cost of quality control (Siu & Wong, 2002). Meanwhile, some are price sensitive, whereby a high prices may change customers to competitive brands (Mowen & Minor, 1998). Therefore, price can influence customer on a positive or negative.
In this model, the supplier and the company pre-agrees on the price, buying quantity, expected level of quality. Different kinds of vegetables like onions, carrots, cauliflower, cabbage etc. are procured through this model.
Recipes are the most important part in the food service industries, no matter are they used in a big commercial kitchen or in a small traditional kitchen. A standard recipe is not only a general set of guidelines, instead of the recipe is an accurate set of directions with the best way to using ingredients, supplies, and cooking techniques for a certain dish. Above all nothing can be cooked without a product. Products are coming to the kitchen through the suppliers, where both sides have a list with a food specifications, where all the information about the product is written as it should be in a standard form, including all the details about the product and the way of stocking.