Strategies for Building Business Success Free Essay Example, 2750 words

The Menu Zaika is targeting on Atlantas growing demand for an ethnic multi-cuisine restaurant, a concept that fulfils the Atlantas need for choice and ambience at economic prices. While it was found that most of the Indian restaurants served mainly ‘Chicken Tikka Masala’ and other Mougali and non-vegetarian dishes, most of the Indian vegetarian delicacies were missing. The new menu filled the void by adding several new preparations with mouth-watering aroma. From just being an Indian restaurant, new business plan envisaged to make Zaika an ethnic restaurant that had flavors of traditional Chinese, Thai, Spanish, Mexican and Continental food to target the cosmopolitan customers from diverse backgrounds. Different eating sections ensured that the ambience matched the expectations of customers of different age groups. Menu also included ‘fixed meals’ or Thali as they call it in India, for the customer seeking value for their money. It also had mini-meals to take care of small hungers. Industry Analysis The restaurant and catering industry plays a major part in the economy of the United States. The industry size is $537 billion and its contribution is 4% of the Gross National Product (National Restaurant Association, 2007). We will write a custom essay sample on Strategies for Building Business Success or any topic specifically for you Only $17.96 $11.86/pageorder now The industry has registered impressive growth over past few years and further growth is projected in the future. This industry is also the biggest â€Å"non-governmental† employer of persons and teenagers. More importantly, the restaurant industry has become an essential part of the American life with nearly 50% of all adults eating out at restaurants at least one meal a day (National Restaurant Association & Deloitte & Touche, 2000). The restaurants are classified into four categories by The National Restaurant Association (NRA). These are: Full service - average check under $10 Full service - average check between $10 and $25 Full service - average check more than $25 Limited service - fast food The biggest of these segments is fast-food sector (also known as quick service) consisting of 48.7% of all eating joints. Full-service restaurants are the second largest section with 30.3% of the market share (NRA, et. al., 2007). Fast food restaurants are known for offering value for the money. Full-service restaurants offer environment where customers can entertain with family and friends. (NRA 2007) The Restaurant industry is a vibrant industry. The demographics of its customer base are rapidly renewing. The average age of adults will be 37.2 in 2010, versus 32.3 in 1990 (NRA et.