A Brand Is Born: Taking a Creative Concept to Reality in the Restaurant Industry

By Perez, Karri; Damian, Juliet | Journal of the International Academy for Case Studies, September 2011 | Go to article overview

A Brand Is Born: Taking a Creative Concept to Reality in the Restaurant Industry


Perez, Karri, Damian, Juliet, Journal of the International Academy for Case Studies


CASE DESCRIPTION

This case highlights the importance of defining the concept and determining the market when launching a new themed brand. The brand was initially scheduled for launch in a smaller international market, but after market research, the launch was rescheduled for a larger, more upscale market. This case has a difficulty level of three and up, appropriate for junior level and beyond. The case is designed to be taught in two to three class hours in a management, marketing or an entrepreneurship course, and is expected to require about three hours of outside preparation for students, consisting mainly of reading the case and familiarizing themselves with trends and opportunities in the restaurant industry.

CASE SYNOPSIS

Most companies do not seriously go through a branding and market exercise prior to launching their business. This case is a review of a thorough exercise that was conducted prior to the launch of the themed brand to determine "who you are and what you stand for" while developing the theme.

INTRODUCTION

The entrepreneurial concept was born based on the renewed interest in caring for the environment and the concept that food that is good for you does not have to taste bad. An investment group was formed to engage in and pursue innovative opportunities in the food service industry in association with branded strategic alliances. A key goal of this combined relationship is leveraging profitability while enhancing human sensitivity to the global environment, an objective achieved through the creation of the innovative and environmentally sound concepts of the themed restaurant venture.

The themed restaurant was created as a quality restaurant targeted towards the above average socioeconomic status Asian, European and American affluence (the international market). The restaurant also caters to well-established corporate clients and higher-end local patrons with an affinity for the environment. The initial restaurant is located on an island whose main industry is tourism. The tourism market is Asian, European and American. The customers are a blended mix of both hotel and local guests.

The branded restaurant was anchored by a popular and well-known environmentalist's name and positioned on well-known properties within the travel and hospitality industries. An innovative restaurant and bar conveying the love of land and the ocean, this restaurant is designed to reflect the environmentalist's passion through quality cuisine derived from sustainable resources from around the world. The restaurant theme invigorates guests with a respect and sensitivity to the earth's environment. The environmentalist's spirit is depicted through the exciting restaurant/retail concept with an environmental theme.

THE MANAGEMENT TEAM

The restaurant's team was selected to provide a unique blend of operationally seasoned individuals in diverse disciplines and broad backgrounds, all of whom have proven success and experience in:

Restaurants: From concept to construction and management of profitable operations

International: Business and Tourism: Supply chain management, tourism and destination management, government relations, and non-government organizational involvement

Marketing and Human Resources:

Human Resource systems and organizational structure in multicultural settings, market development, finance and human resource management

Environment: Forest and natural resource management academic background

THE BUSINESS ENVIRONMENT

The business environment was scanned thoroughly to determine the needs and demands of the consumer. Restaurant market trends change frequently giving way to the need for concepts that embrace new and innovative dining environments. 2008 studies conducted by the National Restaurant Association reveal that American consumers are becoming more adventurous with the types of flavors and menus they are willing to explore. …

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A Brand Is Born: Taking a Creative Concept to Reality in the Restaurant Industry
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