These particular market segments are 25-45 years old, have disposable income, and are seeking upscale, trendy, and comfortable restaurant options. We focus on these specific groups because there are the types of people who frequent other restaurants. They are the ones that are willing to spend their money on good dining and service at a value price. We generally know the characteristics of our clientele with the available demographics. Our geographic include people from the local subang and petaling jaya area, restaurant patrons from neighboring cities, and tourists from other cities and states. The characteristics of our clientele will be people who are creative, entertaining and sophisticated diners (Shane, 2010, p. 345).
Service Business Analysis
The dessert house industry is highly competitive and risky. Most new dessert opened by inexperienced owners struggle or fail. However, those based on solid understandings of the market needs, and management of inventory and staff have a much higher chance of success, especially when combined with prior experience in the restaurant industry (Drucker, 2006, p 98).
Dessert house make money by taking inexpensive ingredients, combining them in creative ways, cooking them properly, and selling them at a much higher price. Any ingredients wasted in the kitchen are money thrown out. Any time wasted in seating customers, taking orders or preparing food is money walking away. Even with a good location and a trendy concept (Dean, 2006, p 87).
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