Authenticity in Brand Menu Analysis PDF

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Menu Analysis Assignment (Owen Steinberg)...

Description

Group 4: Authenticity in Brand Menu Analysis Lancaster Co. Smokehouse Southern

Ashish Gupta (8667079) Navdisha Sharma (8682740) Yadwinder Singh (8682934) Nitish Katoch (8671368) Arvin Zinie () Amandeep Singh ()

Contents Type of Restaurant...................................................................................................................... 1 Uniqueness.................................................................................................................................. 1 Target Market............................................................................................................................... 1 Value of Location......................................................................................................................... 1 Hours of Operations..................................................................................................................... 1 Value of name and relation to brand experience..........................................................................2 Menu and Interior Design............................................................................................................. 2 Menu Description and theme....................................................................................................... 3 Does menu appeal to target market............................................................................................. 3 Type of branding restaurant utilizes............................................................................................. 4 Type of Marketing utilized............................................................................................................5 Use of font style, colours, graphics..............................................................................................5 Menu Appeal................................................................................................................................ 6 Signature Dishes......................................................................................................................... 6 Menu Design Technique.............................................................................................................. 7 Price............................................................................................................................................ 7 Conclusion................................................................................................................................... 8 References.................................................................................................................................. 8

Type of Restaurant It is a full-service casual dining restaurant located in Kitchener-Waterloo area. It offers variety of cuisine which are made up of local ingredient. It provides unique dining experience. The restaurants have three variant of services which comes under Lancaster Smokehouse, Catering and Events and Crumb Bakehouse. They serve alcohol throughout the day with the food[ CITATION TAK20 \l 4105 ]. Uniqueness It is not a unique restaurant per se. It serves popular menu with traditional dining way. Unlike many other casual dining restaurants Smokehouse has live music[ CITATION TAK20 \l 4105 ]. Target Market The target market for the restaurant is families and the individuals above 25 years who enjoys regular dine out with friends. The restaurant focuses on serving non-vegetarian who likes smoked meat[ CITATION TAK20 \l 4105 ]. Gender: Both male and female Age- 25-55 Marital Status- Both married and unmarried Income group- Earns more than $1250 bi-weekly Value of Location The restaurant is located at Lancaster St. W. Kitchener which is near to the office crowd and families. It is on walking distance from residential areas and as well as office hub. Plus, it falls on one of the busiest streets of the town[ CITATION TAK20 \l 4105 ]. Therefore, the location adds value to the restaurant. The target market will find it easy to find the place. Hours of Operations The hours of operation are changing every week[ CITATION TAK20 \l 4105 ].

Wednesda y Thursday Friday Saturday Sunday Monday

Hours of operation Circumstances 11:30 AM - 9 PM 11:30 AM - 9 PM 11:30 AM - 10 PM 11:30 AM - 10 PM Closed 11:30 AM - 9 PM

in

Normal

Tuesday

11:30 AM - 9 PM This week: Thursday-Saturday from 3-8pm Monday - Wednesday Open @11:30am

Value of name and relation to brand experience The name of the restaurant suggests that it specializes in smoked meat such as ribs, brisket, pork should and roasted meat. It also showcases Southern style bar-b-cue in its name. This is exactly what you will get in the restaurant. The menu has been designed and such a way that it suits the name. You will experience meat with different sauces and seasoning right from the beef, chicken, pork and fish. Their meat is juicy with tons of flavour and with some excellent quality meat[ CITATION TAK20 \l 4105 ]. The dining experience, food quality and taste compliment the name of the restaurant.

Menu and Interior Design The menu actually matches the interior design of the restaurant. If we look at the menu, we get the idea of smoked meat which is brown and dark brown when cooked. The interior compliments that in terms of the color of the table and the wall which are brown and uses brown teakwood sort of tiles. The place is not that lighted to give dark interior. The lights are sort of torched light and hanged only on top of the sitting chairs and stools in front of the bar[ CITATION Typ20 \l 4105 ]. The music station where the live music performed can be seen from all the chairs. This can be seen from a look at the menu and the interior[ CITATION TAK20 \l 4105 ].

Source A:https://lancsmokehouse.com/menus

Menu Description and theme Yes, the theme of the restaurant matches with the menu description which is casual dine theme. If you look at the menu it has either smoked, grill or roasted meat. The dishes are also made in the same way. If you look at the them of the restaurant the menu card itself of dark color. The interior. Lighting and color of the restaurant all run on the same theme which are in perfect sync of the menu[ CITATION 5Ma19 \l 4105 ]. The place looks dark and mysterious along with the food which is flavourful, spicy and smoked.

Does menu appeal to target market Yes, it is actually appealing to the target group. The menu is perfect for the smoked regular meat eaters between the age group of 25 to 55 who lives nearby with beer and

wine. The office people come here on weekend after office and the families also come here every now and then. Further, the individuals and group of friends come here to eat and have a good time[ CITATION Typ20 \l 4105 ]. The menu has something for everyone in families it has sandwiches and burgers, fried chicken and nachos whereas it has ribs, smoke pork and briskets for the adults.

Type of branding restaurant utilizes Lancaster Smokehouse utilizes the branding based on its food, menu and tastes which is the USP of the restaurant. They brand southern style food and most of the ingredients are bought from a particular person in the town. They put forward their flavours and the tastes unique across more than anything[ CITATION 9Ef16 \l 4105 ]. If you will visit their website: https://lancsmokehouse.com/ You will see menu and the name of the foods are everywhere. Even on their Facebook https://www.facebook.com/search/top/?q=lancaster page food is everywhere: %20smokehouse&epa=SEARCH_BOX They call themselves bar-b-cue restaurant which is the core line of their branding.

Source Bhttps://lancsmokehouse.com/panoramic-tour

Type of Marketing utilized It uses a mix of 4 type of marketing Social media: They have social media handles right from Facebook, Instagram and twitter. All sort of events, new items on the menu, music performance and offers are marketing on their social media posts[ CITATION 9Ef16 \l 4105 ]. Website: They have a very catchy website which puts across all sort of information right from menu, its signature brands, dishes, and changing hours of operation, take out menus. They are using website as the marketing medium[ CITATION 9Ef16 \l 4105 ]. Marketing through food bloggers and influencers: Various food critics and bloggers are mentioning about the food served at the restaurant. Plus, bloggers tag the restaurant in order to influence the food lovers to go to the restaurant[ CITATION 9Ef16 \l 4105 ]. Marketing through food apps: Lancaster is available on almost all the apps which shows the nearby restaurants, their reviews and rating etc. which also services as marketing[ CITATION 9Ef16 \l 4105 ].

Use of font style, colours, graphics The font graphics are uniform across the board. Their logo and color are consisted on all the platform which is sort of recognizable easy. Their font style on website is similar to the one on the menu. Bold black written fond with light colored background. The graphics are spectacular on the website however in the restaurant ambience it looks completely different. It does not replicate what’s there on the website. The colors in the restaurants are brownish and colors on the website are different. However, to me they seem appropriate and does not contradict the brand image[ CITATION 5Ma19 \l 4105 ]. Here is an image of the website which can be compared against the picture of the restaurant above.

Source Chttps://lancsmokehouse.com/curbside-pickup-delivery/home

Menu Appeal Yes, the menu is appealing for the target audience. It includes various type of meat dishes and sides on the plat. However, there are some opportunities in terms of signature cocktails. The menu does not provide any detail about the special drinks that they serve. However, they have appealing signature dishes. Given the target market, they can include more categories of dessert that goes after smoked meat. The Items of fish and chicken are limited which can be expanded as chicken is one of the most sold meat[ CITATION 10M17 \l 4105 ].   

Add a category for the fresh items that are served along with the category of customers with special need such as gluten free, allergy prone. Along with the signature dishes, they can add weekly or monthly special in the menu keeping in mind the occasion, whether and season. The menu item should explain what it is being served with rather than use generic terms.

Signature Dishes Yes, they have a weak signature dishes which do not compliment the brand. They brand on the basis of southern style smoked meat, however, all they have fried chicken and shrimp in the signature. Nothing on ribs or beef. Here are some of the signature dishes they serve[ CITATION TAK20 \l 4105 ]:      

Nashville chicken Meat platter Gumbo Fried Chicken Sandwich Fried chicken Shrimp and grits

Menu Design Technique The technique which has been used the static one. Lancaster smokehouse has static price menu which individual tells the price of each items and it is divided in categories. One can item with another according to his preference. The menu does not change unless additional item is added or an old one is removed. The design has been created in order to appeal the customers who wants to enjoy meat along with drinks. The overall sales generating factor is the quality of meat, flavour of stakes, grill, roasted and fried meat which includes, chicken, beef, pork and fish[ CITATION Typ20 \l 4105 ]. Their signature dishes specifically stand out because they have a clear section and beautifully shown in the menu and on the website. These dishes offer a different flavour and type then what typically the restaurant will be serving given the name smoke house.

Price Given the range of menu, location and the items offered by competitors, the food is moderately priced. Some of the items though seems costly because the quantity served is less. Because of the supplier issue sometime, the chicken pieces are big and sometimes small. This has been highlighted by some of the customers in the comment section on Facebook. Overall, the price is fair and definitely affordable to the target market[ CITATION 10M17 \l 4105 ]. I believe it is fair because, I have been to Montana’s, Chucks and many other restaurants which are similar. In terms of price and food quality and range of the many, Lancaster Smokehouse is charging fair price for its food.

Conclusion After analysis, all the aspect of the restaurant, right from the location, menu, special, theme, price, it seems that the concept of the restaurant is good. They have clearly identified their target market and serving them satisfactorily. They have been doing great in catering and events. The food quality and the flavours are amazing. In order for the restaurant to work, they should be able to grasp the nerve of its customers in terms of tastes and customer service which Lancaster Smokehouse seem to be doing good in. Therefore, Lancaster Smokehouse is a very good restaurant and going to go a long way in the future.

References 10 Menu Ideas That Could Improve Your Customer Experience. (2017). Retrieved from restaurantengine.com: https://restaurantengine.com/improve-your-customer-experience/ 5 Main Types of Restaurants. (2019). Retrieved from medium.com: https://medium.com/learning-about-interior-design/5-main-types-of-restaurants908030a8d8cd 9 Effective Strategies For Restaurant Marketing. (2016). Retrieved from www.99dollarsocial.com: https://www.99dollarsocial.com/9-effective-strategies-forrestaurant-marketing/ TAKE A STROLL THROUGH THE LANC. (2020). Retrieved from lancsmokehouse.com: https://lancsmokehouse.com/curbside-pickup-delivery/home Types of Menu: Different Menu Types in the Hospitality Industry. (2020). Retrieved from home.binwise.com: https://home.binwise.com/blog/types-of-menu...