Essays on Anitas Kitchen Restaurant Customer Survey Case Study

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The paper 'Anita’ s Kitchen Restaurant Customer Survey" is a good example of a management case study. Anita’ s Kitchen was based on Broad Street in Birmingham since 2005. It has faced new stiff competition from new entrants to the lucrative restaurant business. This necessitated the need to conduct a baseline survey to enable is to understand customer views about the restaurant. A cross-sectional survey was conducted using questionnaires. 427 questionnaires were filled and analyzed. The findings were reported through narratives, graphs and tables. It was established that the majority of customers were satisfied by the restaurant.

The minority who were dissatisfied reported that the taste of food was not excellent and the pricing was not fair among other issues. Those who were satisfied had a behavior of enjoying fried foods, avoiding attention to balanced diets and loved trying new things. Men, low earning customers and families with children were the most committed groups to Anita’ s Kitchen Restaurant. BACKGROUND Anita’ s Kitchen is located along Broad Street in the Birmingham United Kingdom. Broad Street is very famous for entertainment and dining. Having been established in 2005, the restaurant has been serving food to customers from different origins and ethnicities.

Some of the most common origins are Italy, Thai, China and India. The restaurant business at Broad Street has been booming for years and customer traffic has been growing with time. However, the entry of other restaurants into the lucrative business has made competition to be intense. Thus restaurants have to strategize by understanding the needs and the characteristics of their customers so as to match their meals and thus keep the competition in control. Anita’ s Kitchen way of doing things has been based on providing multi-ethnic foods that is cooked in an open kitchen to enable the customers to see and smell their food when it is cooked.

Besides, the strategy promotes trust as customers witness the hygiene level of the cooks as well as measures made to protect food from contamination.

REFERENCES

Ribeiro Soriano, D., 2002. Customers’ expectations factors in restaurants: The situation in Spain. Int. J. Qual. Reliab. Manag. 19, 1055–1067.

Saad Andaleeb, S., Conway, C., 2006. Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. J. Serv. Mark. 20, 3–11.

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