Introduction - abcassignmenthelp.com · Web viewIntroduction. Visamo is a Sydney based restaurant that is famous for casual dining and mainly serves Indian quality cuisine in Australia

1Running head: RESEARCH AND DATA ANALYSIS OF VISAMO

Introduction

Visamo is a Sydney based restaurant that is famous for casual dining and mainly serves Indian

quality cuisine in Australia. Visamo has been the most favorite destination for Indian food for

last few years but recently due to few customers related issues the restaurant is unable to keep up

the profit margin that the restaurant usually had. In this research paper the possible problems due

to which this service organization is facing issues are identified and possible solutions to the

problems are also suggested in the later part of this research paper.

Visamo has proved to be a well functional business organization since its establishment.

Because of its quality Indian delicacies it has been successful in attracting a number of

customers. Apart from their specialized Indian food, this restaurant is also famous for its interior

decor and customer services. A major section of the customers has been the Sydney based Indian

people whose taste buds crave for the Indian taste in abroad. But the strength of this restaurant

has always been the local people who prefer to spend their quality time in this restaurant. From

the reports from the recent past it is evitable that the glory of this restaurant has faced noticeable

decline and one of the major reasons behind this has been poor customer experience. The

restaurant is constantly failing to maintain their initial status and mostly getting negative

feedbacks. The issue that has emerged is a customer related issue and the primary aim of this

research is to explore such customer related issues of this organization.

The aim and the objective of this research are to identify accurately the possible reasons behind

the decline of the organizational glory of this restaurant and with elaborate discussions

recommend possible solutions to the existing problems. The project attempts to analyze both the

interior and exterior problems prior to this organization.

The primary focus of this project is to identify the key issues faced by the customers and the

employees of this organization. It is important to justify the issues according to their relevance.

2 RESEARCH AND DATA ANALYSIS OF VISAMO

This project also attempts to analyze the problems with the help of the already existing research

papers which have focused on the food service based organizations. This can proved to be

helpful in analyzing the customer and the employee psychology which is crucial for the growth

of the service organization. In the first section of the project the issues and the problems which

are functional for the hindrance of this organization have been identified. In the next section

already available data on the problems are analyzed. In the next section the research method for

this project has been focused and discussed elaborately. Then a detailed analysis of the primary

and the secondary data has been provided in the data analysis and findings section. Finally in the

conclusion section the complete research work has been summarized and possible solutions are

suggested.

Problem statement

Food industry is one of the high risk business propositions that always tends to has a lofty

numbers of competitors. Due to such high level of competition restaurants often lose their quality

service(Taylor, Bogdan & DeVault, 2015) According to a recent study 60% of the restaurant

ventures fail in the first year of their establishment(Vieveen, 2017). But this restaurant under

current study namely Visamo is not a new venture of the investors. Even this organization has

faced success in the initial years. But a recent study has shown that the restaurant is not only

suffering from negative customer feedbacks but the employees are also not happy with the

prevailing organizational structure. In order to increase the chances of success it is necessary to

state the common problems regarding both the structure and the structure of this organization

(Lee, Hallak & Sardeshmukh, 2016). The primary issues the organization is facing are stated

below.

● Problem with the menu: A well structured menu is key to success for any restaurant. The

menu requires to be balanced with proper items and the delicacies need to be priced

appropriately. The menu that Visamo provides lacks specification and is too-large (Heo,

2016). As it lacks focus the customers take longer time to order and consequently it takes

more time to produce the ordered items. The frontline employees require to thoroughly

memorizing the menu in order to ensure better customer service.

● The initial success of this restaurant depended vastly on the customer service as it

counted as one of the key factors related to the first impression of the restaurant (Lee,


Hallak & Sardeshmukh, 2016). The employees need to be dedicated towards customer

service in order to ensure customers’ well-being.

● The criteria mentioned above are not the unique selling point of the restaurant. This

restaurant also lacks the unique selling point. Although they master in the Indian cuisine

and that has been their specialization throughout these years, now they need to

incorporate several innovative ideas or to sum up they need to provide more reasons to

the customers so that they choose this restaurant over other competitors.

● Another common problem that this restaurant needs to work on is the existing

management issues in the organization (Kimes, & Beard, 2013 ). The organization needs

to analyze the business accurately for better outcomes. It is evident that the organization

keeps track of the total customers they are feeding daily along with the ordered menu

items. They can improvise their based on the frequently ordered items. The delicacies

which are not ordered frequently, they can consider removing the items from the menu.

● Marketing and advertisement of this restaurant requires improvement. The owner of this

restaurant does not pay much attention to the marketing and thus this restaurant is lagging

behind in the competition. Formalizing the brand standards which include graphics, logo

and the mission statement of the restaurant require up gradation. Even the website of this

organization needs to be more responsive. This organization also lagging behind from

other restaurants in the field of social media and digital marketing. They do not have any

customer loyalty program and email database.

● Capital is another problem that is looming large on this business organization. The

organization is failing to achieve the required revenue for last few years and it has a huge

impact on the business of this restaurant. The issue of capital is further problem with the

decreased profit margin of the restaurant. The restaurant owners need to have enough

financial resources in order to avoid such issues. Currently with the decreased profit

margin the organization is running on the basis of the existing sponsorships and

additional capital support from the owners.

The above mentioned problems are the key factors that have been identified as the issues behind

the organizational decline of these restaurants. Based on the key issues the research questions

have been developed that can help the evaluation process.


Research questions

The identified problems have created a great scope for research. Based on the grounds the

primary research questions that have been developed are

● How the decline in revenue has affected the restaurant industry and how this particular

restaurant is coping up with the revenue problems.

● The correlation between the sales and the status of revenue in this sector. What impact

does a sale have on the current revenue system of this restaurant?

● Significance of revenue elevation with a reference to this restaurant.

● Importance of the changes in the revenue systems and its impact on the growth and

development of the restaurant.

The study focuses on the research questions and how they are relevant for the prevailing

problems of Visamo.

The identified issues are the major factors that are hindering this restaurant from further growth

and development. It is necessary for this restaurant to concentrate on the problems and rectify

those so that they can survive amongst the strongest restaurants in Sydney. In a city like Sydney

running a successful restaurant is extremely challenging as there are multiple other choices for

the diners. The city has dining options which are beyond overwhelming and sales and marketing

strategies of those multi cuisine restaurants are well structured and developed. In order to

compete with them efficiently Visamo needs to consider the existing problems more seriously

and their policies associated with marketing and sales require obvious improvisation. The

location of this restaurant is a prime one, for a Sydney based restaurant the current profit of this

restaurant is comparatively lower than expected. It can be stated that the customer service and

the food need to have a quality check. It is important for the organization to calculate potential

increase in the revenue and this will ensure productive result for the organization. Keeping a

track of the annual revenue and calculation of the annual profit are necessary steps that the

organization needs to focus on.

Literature review

Introduction


Food service and the restaurant industry is evolving in nature because of the changes noticed in

the consumer needs, rising costs and increased competition. For growth and development of the

restaurant it is necessary for the organization to explore new and innovative ideas in order to

maintain a firm grasp on the current trends that will improve the bottom-line to meet consumer

demand(Vieveen, 2017). The operating performance of the restaurant is influenced by some of

the factors that affect the retail stores. The business model of this particular restaurant is easy to

understand and they follow a simple structure. The array on the value line page is also same as

that of standard industrial company.

Major key aspect of the business is to attract customers and customer retention is complementary

to customer attraction. These two aspects can be successfully achieved through effective

marketing strategies.

In order to analyse the possible procedures that can help the restaurant to run successfully it is

important to understand the reasons behind the failure of the restaurants. As per the reports of

previous few years a large number of restaurants have gone through ownership turnover most of

which were in the first year of their service. Another identified reason is that ineffective

management of family life cycle that decreases the level of growth and development in a

restaurant. However, the earlier issues can be nullified with the advent of the present more

alarming issues that are found in the recent study.

● Restaurant owner turnover in an alarming rate at a span of one year.

● Problems that the restaurant faces during the early years of their establishment.

● Ineffective management of family life cycle can be considered as an issue.

● Decreased quality of life has emerged as one of the primary reasons for such turnover.

Evidently the failure rate in this industry is quite higher than other industries but according to

recent studies this myth has been proved to be wrong and according to statistical reports the

failure rate of the restaurants is limited and depends on few wrong strategical implications.


Competition:

As there are multiple dining options the competition between the restaurants is intense. Every

restaurant location needs to compete with other publicly traded chains, but also with a wide

range of local, small establishments(Vieveen, 2017) industry tends to be cyclical as the

restaurant meals are discretionary purchases.

Sales:

The top line growth of this restaurant is generated in two ways which are opening restaurants in

new locations and boosting the sales of the existing branches. Opening new branches in different

cities of Australia can prove to be a good strategic move for the restaurant. It can also function as

the main driver of the revenue. But it is important to consider that it becomes difficult to

maintain the benefits once the chain grows in size. For Visamo it is important to establish their

branches in the profitable locations. The managers need to be careful not to situate the branches

too close. If the branches are located close to each other then the branches can harm each other’s

sales.

Margins:

The managers of this restaurant need to incorporate different food items in the menu. It is

necessary for the managers to develop a menu that can attract more customers. This restaurant

has operating margins in the mid-to upper teens and net profit margins in the mid to high digits.

The costs of the foods are obviously important factor and it can fluctuate highly at times (Heo,

2016). The pricing needs to done strategically and this restaurant also requires to increase the

revenue of the food items in order to maintain the profit margin.

Labor cost is another important factor for the service oriented restaurants (Kimes & Beard,

2013). The workers of this restaurant earn modest salaries and often their salaries are slightly

higher than the government-mandated minimum wages. The employees fall into different

categories among which the service workers are usually paid less. Consequently federal or state

level changes in the revenues have a huge impact on the restaurant’s cost and margins (Kimes &

Beard, 2013 ).

Emergence of fast-food:

This restaurant has casual dining services that is been affected with the emergence of several

fast-food corners in Sydney. The performance of the restaurant requires assessment and in order

to fight with such fast-food corners the restaurant can come up with fast-food options in their


food services. In a recessionary environment the fast-food service providers can have convenient

profit margins compared to the dining service providers.

The restaurant owners need to deal with the place, pricing, promotion and product. The owner

must understand the competitive landscape. It is also important for the investors to understand

that running an independent restaurant is different from operating a restaurant chain.

In order to ensure better profit margin this restaurant needs to customize their revenue system.

They can introduce new dishes in their menus with higher prices. The recent recession has

affected people’s spending habits. Recent studies have observed that standard meals are no

longer in vogue. Financial tightening the people order less during their meal. It will be a wise

decision for the owners to introduce customer friendly meal packages in order to increase their

sells. Off-peak offerings can also prove to be profitable for the restaurant. If the restaurant plan

the capitalization of the off-peak demand, it will increase the traffic without affecting the peak

hours (Heo, 2016). In the restaurant industry it is difficult to increase the revenue of the

restaurants all of a sudden. Increasing the revenue is a developing process and it needs to be done

in a calculated manner otherwise, the restaurant can lose their existing customers because the in

order to increase the revenue the organization needs to increase the prices of the food items.

Along with that customisation of the employee recruitment and their salary system are also

required.

Another strategy that the restaurant can apply is improvisation of the existing menu. The new

menu can add different attractive delicacies and the pricing can be higher than the usual items.

To broaden the profit margin it is necessary for the restaurant to attract more customers with

attractive menus and quality services.

Research methodology

Introduction

Research methodology provides an overview of the systematic method of the research. Research

onion helps in the better understanding of the several stages of the research methodology. In this

chapter the different tools and techniques used in the study have been discussed.

Research onion:


Figure: 1 Reaserch Onion

(Source: Saunders et al, 2009)

The research onion provides a framework that has been followed to conduct the study. The

research onion is based on a layered approach that depicts mainly three levels.

Research philosophy

In this research a mixed approach has been used. The research philosophy used for this particular

project is pragmatism. Pragmatism is the best suited for this research (Flick, 2015). Pragmatism

suggests a deconstructive paradigm which advocates using the mixed methods in the research

work. Pragmatism rejects the position between two opposite perspectives (Silverman, 2016)

philosophy and it focuses on what works as the truths when the research questions regarding the

investigation are taken under consideration.

Research design

Mixed method research design has been widely accepted in the last few decades. The advantage

of using mixed method is that it provides the opportunity of using multiple methods in order to

explore the research problem. This study has used a mixed method of research design.

Using mixed methods has been proved to be helpful for this project as it provides the scope to

overcome the limitations of any single design. The advantages of using this method is it makes

the data explanation and interpretation easier and helps to explore a phenomenon in a more

concrete manner(Flick, 2015). It also provides the opportunity to develop and test new

instruments.

The research has included different tools while conducting the study. Apart from observation as

an important research tool, the study of the external environment has been done with the help of

PESTLE analysis in terms of the industrial background. Assessment of the current situation of

the restaurant is based mainly on the observation.


Research approach

The research approach used in this project is the deductive one. As a qualitative research the

inductive approach is used here in order to develop a theory on the basis of the collected data

(Flick,2015 ). deductive approach is concerned with generating new theories from the emerging

data. In this project the collected data has been given prior importance for the study of the

problems already present in the organization.

Data collection method

Both Primary and Secondary data collection method has been used for this project. Within the

primary data collection method this research has identified that qualitative data collection

method is appropriate for this research. The managers and the representatives of the authority

have been considered as the sample of the project. Secondary data refers to the data that has been

collected by someone else other than the researcher for any other purpose which is not associated

with the researcher’s current project(Silverman, 2016). The data available from other sources

have been used in the project. Along with that the interview reports of the managers of this

restaurant have also been used for the research development. Secondary data has been useful in

developing the literature review.

Sample size

The sample size for this research is consisted of 5 managers of this organization and 20 random

customers who have been questioned in order to judge the customer satisfaction related to this

organization.

Sampling technique

Sampling methods can be classified as probability or no probability. In probability samples each

member of the population has a non-zero probability to be selected. Here the sampling is majorly

done on the managers of the restaurant. Probability methods include random, systematic and

stratified sampling (Silverman, 2016). In this project systematic sampling has been done. Along

with the managers of the Visamo restaurant representatives of the managerial body are also

considered in the sample population.

Data analysis technique

In this research qualitative data analysis has been used in order to unravel trends to opinions and

thoughts. In the qualitative method semi-structured methods have been used and the managers of


the restaurant have been interviewed. Individual interview process and the observation are

included in the qualitative method of data analysis technique used in this project.

This research has applied the usage of different tools which have proved to be helpful in the

continuation of the research process (Panneerselvam, 2014). Graphical as well as statistical

analysis has been used for the analysis of the acquired data. Different research tools have been

used such as usage tools like mean, median and mode. The data collected from the respondents

are laid down and these are taken up for the purpose of statistical and graphical analysis of the

data.

Ethical consideration and Research limitations

The data used in the research has been ensured to be authentic. Another ethical consideration is

protection of the data and maintaining privacy of the personnel associated in the project. The

identity of the sample population which are the managers and managerial personnel are not been

revealed throughout the project report. The questionnaires that have been prepared for the

interview have been destroyed after the interview procedure. Important decisions have been

granted in order to ensure the protection of the data. Confidentiality of the data has been

maintained by the researcher and protection of the data has been acquired through several data

protection acts and legislations forwarded by the government.

Data analysis and findings

In this specific topic, a thorough data analysis and findings will be conducted on the performance

of Visamo restaurant, situated in Sydney. This restaurant provides Indian food to the natives of

Australia. It specializes in authentic Punjabi dishes and had earned considerable reputation in

doing so. Services related to the provision of Indian dishes in foreign lands, had always been in

vogue and demand. Traditional Indian dishes are very much in demand in the foreign territories

because of the authentic taste it provides to the food lovers. The various uses of rare spices in the

dishes make the menu of such a restaurant more captivating and attractive. Since the restaurant’s

foundation in Sydney, it has been observed that it continued to serve authentic and diversified

Indian dishes to the residents of Australia. In doing so, the restaurant has earned considerable

reputation down the years and built its brand value in Australia. But according to a recent survey,

it has been tracked that the services it used to provide to its potential customers in Australia in

the recent past, has declined to a considerable stretch. It so happened because the restaurant


completely failed to make an effective market research and consequently faced several

challenges to heighten its reputation for the future. It was due to the lack of knowledge related to

the demand of the customers, and lack of quality service of food to its potential customers.

During the recent two years of time span, the reputation of the restaurant has declined to a great

extent. An analysis would surely bring forth the shortcomings confronted by the restaurant called

Visamo. The factors responsible for the breakdown in the performance of the specific restaurant

would be a few to discuss. In order to bring out the ambiguities in the operational management of

the restaurant, the first thing to discuss would be that it failed to cope up with the current market

trends (Fayers, & Machin, 2013). The owner of the restaurant failed to comprehend the recent or

current market demands or trends. There was a lack of analysis regarding the trends of similar

restaurants in the market. This makes a restaurant aware of the business strategies of the

competitors in the prevalent market and takes necessary measures to throw challenges to the

existing competitors in the prevalent market. The future planning of a restaurant or any other

organization forms one of the basic criterions that needs to be fulfilled. Another constraint faced

by the restaurant called Visamo is the lack of business capital. A restaurant whether in domestic

or foreign domain, should always focus on its capital investment into the business. A scarcity of

enough capital or financial strength would put a negative impact on the continuation of business

transaction of a certain restaurant. A same kind of situation has been confronted by Visamo. The

shortage of enough capital has paved a hurdle some way for the restaurant. In the recent few

years, the restaurant is running short of capital due to some sort of any ambiguity in the

management.

A once prospering restaurant like Visamo, is on the verge of its decline because of the lack of

provision of health care coverage to its potential employees. An integrated system of

management is inevitable when it comes to smooth functioning of an organization. Since,

Visamo is a well renowned and well recognized restaurant in Australia, it is quite expected that it

should have a considerable volume of workforce. As every employee expects some additional

benefits from its recruiters or employers, the employees of Visamo also expected additional

benefits from the organization. In this context, additional benefit would be a more vague term to

consider, as every employer is responsible for the health coverage of its employees (Miles,

Huberman, & Saldana,2013). The management of the restaurant has completely failed to

acknowledge the essentiality of health coverage of its employees. This has harmed the stature of


the restaurant, as it failed to retain its efficient employees. Smart inventory management and

effective pricing of the menus was also questioned. The restaurant, being one of the quality

Indian dish provider to the Australians, completely lagged behind other similar restaurants. This

has happened because it could not set the appropriate price of the dishes in the food menu.

An interview was conducted regarding the current performance of the restaurant. Two of the

managers of the restaurant gave their consents regarding the recent performance of the

organization. The interview reflected the performance of the management system and the recent

constraints faced by the restaurant.

Questions Manager 1 Manager 2

1. Are you satisfied with the

job?

No No

2. Does the management look

after your well-being?

No No

3. What is the current footfall

of the restaurant?

Poor Moderate

4. What is the quality of food

maintained?

Moderate Moderate

In the above table, it is observed that two of the managers of the restaurant have given their

consents regarding a few major issues. When two of the managers were questioned about their

experience regarding working in the restaurant, they both provided similar replies. Both the

managers said that they were not satisfied with their jobs. It so happened because they the

management was not responsible for looking after the additional provisions to its employees.

Health coverage was denied by the management of the restaurant because it had ceased to

function properly and in addition it completely failed to generate surplus profit. The shortage of

surplus profit incurred by the restaurant made it compelled to exclude the employees from

providing benefit and health coverage to them. Untimely payment of the salary to the managers

was also one of the reasons behind the discontent among the employees, including the managers


(Rollinson, 2014). . The management system of the restaurant is truly responsible for not being

able to satisfy the employees. This led to the substandard performance of the restaurant in recent

times.

The management totally neglects the well being of the employees of the restaurant and as a

consequence it remained unable to retain its employees. It is generally believed that a sound

system of management holds itself responsible for retaining the employees, and in return the

hard working employees would give their utmost to attract and convince the customers to make

repetitive visits to the restaurant.

The current footfall of the restaurant is up to a substandard value as there has been a

deterioration in the quality of food and services offered by the restaurant in recent times. Due to

the inefficiency of the management of the restaurant to satisfy the demands of the employees, it

becomes very evident that the employees would not put the right effort to bring in the customers

by improving the quality of services and food quality. The quality of food offered by the

restaurant is moderate, as told by the two managers of Vismo. It is indeed much unexpected from

Vismo because the demand of Indian food is really very much in demand all over the world.

Failure to expand its business transaction to such an extent is really disheartening.

A table layout regarding the changes in the price of the food items from the year 2013 to 2017

has been displayed below. This will show the performance of the company in the last five years.

Any kind of incoherencies in the menu price list and the elimination of food items in the menu

would show the standard of deliverance of the restaurant to its customers.

Food items 2013 2014 2015 2016 2017

Chicken

Tandoori

$ 5 $ 10 $ 12 $ 8 $ 10

Mutton

Masala

$ 10 $ 12 $ 15 $ 12 $ 14

Mutton

Handi

$ 12 $ 14 $ 16 $ 14 $ 13


Kabab

Chicken

Rezala

$ 8 $ 10 $ 12 $ 11 $ 10

Mutton

Biryani

$ 15

$ 20

$ 21 $ 18 $ 16

By analysing the above table a thorough understanding can be developed about the change in

price of the famous food items of the restaurant. Thus, through this analysis, one can

comprehend the demand of its food items in the recent five years of time span. It is observed by

the above table that the price of the demanding food items has depreciated. It so happened

because the demand of the food items offered by the mentioned restaurant has fallen (Woodside,

2013). This shows that the quality of the food items declined and as an outcome the price of the

food items declined. The drastic fall in the price of the most demanding food items shows that

the performance of the restaurant has gone down due to the inability of its management system.

Key elements related to the restaurant’s functionality have ceased to function. Proper

advertisement of the delicious food items, the supply chain management and efficient workforce

were the key aspects that were absent (Best, & Kahn, 2016). By analyzing the above data, it can

be observed that in the recent five years of time, the restaurant completely ceased to function in

spite of countless opportunities.

As this is a customer related issue, it is important to understand the customer satisfaction

regarding the services of the restaurant so that Visamo can work on their services. In order to

judge the customer satisfaction 25 random customers were chosen arbitrarily and asked few

questions related to this organization. Their response can help in understanding the issues behind

the stagnant condition of this restaurant.

Questionnaire used in the survey for the customers:

Question 1. How will you rate this restaurant in a scale of 5 as your preference to other fine

dining restaurants in this locality?

Question 2: In a scale of 1 to 5 how will you rate this restaurant based on its food?

Question 3: What rating does this restaurant deserve based on its décor and design?


Question 4: How often do you like to come in this particular restaurant?

Question 5: How will you rate the customer service of this restaurant?

Question 6: How will you rate the ambience of this restaurant?

Question 7: On the basis of quick service how will you rate this restaurant?

Question 8: Are you satisfied with the service? Yes or no?

Question 9: Does the menu need to be customized? Yes or no?

Question 10: According to you does this restaurant require any improvement related to its food?

Question 11: Does the customer service need any changes?

Question 12: This is a well advertised restaurant. Do you agree?

Question 13: This restaurant requires innovative policies. Do you agree?

Question 14: Do you think this restaurant requires any feedback policies?

Question 15: Do you expect any kind of seasonal variations related to the menu? Yes or no.

For the statistical representation of the answers refer to the appendix.

The restaurant did not apply the sound technique of media marketing related to the advertisement

of its food items. Although it sounds costly, yet it is a very effective tool to conduct

advertisement regarding the food items of any reputed restaurant (Bryman, & Bell, 2015).This

initiative is adopted by most of the food services organizations. It is effective since it allows

spreading relevant information about the food items launched by any particular restaurant.

In this perspective, some light will be shed on the sustenance of a restaurant during desperate

times. Any organization which goes through desperate times must make an investment in media

marketing (Schabenberger, & Gotway, 2017). It is not that a restaurant must make investment in

media marketing during the whole season. The food and beverage organizations face threats

frequently because there always an issue of wastage of the cooked food items. The owners of

restaurants must know when and how to bring in media marketing in the spotlight. It is the smart

implementation of media marketing that will bring in considerable profit. Delicious food items

are always in demand during the whole season, but the demand increases during the festive

seasons. It is during the festive season when reputed restaurants get the privilege to make surplus

profit (Gelman et al, 2014). As discussed above about the impact of media marketing, it can be

stated that it is during the time of festive seasons that restaurants get a chance to bring in media


marketing in the scenario. The word of mouth is one of the aspects that help a restaurant to

flourish and expand its business transactions. A cordial and healthy relationship should always

be maintained in order to retain the old customers (Silverman, 2016). It is the old customers who

introduce the brand of the restaurant to his circle of acquaintances. The old customers of an

organization acts to promote the brand value of the restaurant indirectly.

Here will be a sales statement of the last three months of Vasimo in the year, 2017. The sales

analysis will provide an idea about the performance of the company in the current year.

Food items October November December

Chicken Tandoori 250 dollars 375 dollars 856 dollars

Mutton Kabab 374 dollars 453 dollars 734 dollars

Chili Fish 400 dollars 235 dollars 476 dollars

Loose Chicken 565 dollars 456 dollars 500 dollars

Chicken Lollipop 376 dollars 700 dollars 374 dollars

Mutton Biryani 250 dollars 324 dollars 437 dollars

Chicken Biryani 450 dollars 349 dollars

243 dollars

Mutton Rezala 354 dollars 500 dollars 645 dollars

Lamb roast 250 dollars 600 dollars 745 dollars


By going through the sales analysis it can be comprehended that the restaurant has made

improvement in sales. After a long struggle the restaurant has finally been able to recover from

its constant friction in the contemporary market. If one goes through the record of the sales

process of the restaurant during the month of October, one could very well comprehend the

difference between its performances in the later two months. It has all been possible due to its

improvement in the various sectors of management. Recruitment of the efficient workers and

provision of additional benefits to the employees have paved the way of the company towards

success (Ott, & Longnecker, 2015). . The restaurant has also implemented Media advertisement

to make its food items more popular among its customers. Any new item in the menu has been

advertised through the use of media marketing. The implementation of media marketing has cost

the restaurant to some extent, but the outcome of using such an effective tool is phenomenal. The

drastic change in the performance of the restaurant is noticeable and this has been possible only

because of the evolution of restaurant’s management system (Miles, Huberman, &

Saldana,2013). The restaurant has built cordial and friendly relationship with its old customers

because the owner of the restaurant realized the importance of building cordial relationship with

its customers. The old customers of the restaurant have assisted the restaurant to draw in more

customers. It is the old customers’ friends, relatives and other acquaintances that helped the

restaurant to flourish in the trade. The restaurant has also applied innovative strategies to recover

from the state of regression that it was going through (Larose, 2014). In order to name a few

would be employment of expert cooks, provision of health coverage to the employees. This

strategy has worked miraculously because it has encouraged the employees to work for the

restaurant with complete devotion. The employees in return have proved themselves to be

efficient enough to bring in surplus profit.

The financial statement of the restaurant of the current year is quite impressive as it has been

able to recover from the past regression and struggle. The restaurant has also arranged live

performances of bands and also introduced the service of beverages or liquors to its potential

customers (Lazer, Kennedy, King, & Vespignani,2014). The live band music has become one of

the several innovation induced for the sake of the future of restaurant. Additional services like

soft and hard drinks were made available due to the demand of the customers and also the trend


in the contemporary market. Since live music has become one of the integral parts of any reputed

or standard restaurant, the owner of Visamo has thought of applying the idea to work. Previously

the restaurant did not provide any hard drinks service to the customers, but now the owner has

allowed this service to all of its customers (Miles, Huberman, & Saldana,2013). These

innovations and application of the correct and effective strategies have really affected the

restaurant in a positive manner and thus saved the future of the restaurant from imminent

disintegration.

Conclusion

From the above discussion it has been concluded that Visamo which is a Sydney based

restaurant, famous for casual dining that mainly serves Indian cuisines. For the last few years,

Visamo’s Indian food had been the most favorite for the Australian population, but due to

customer related issues the profit margin of the restaurant went down. The organization is well

functioned with famous interior decor and high quality customer services. The main focus of this

research was to identify the issues faced by the customers and the employees working in the

restaurant. As food industry is one of those business that always tend to have huge number of

competitors, thus leading to the lost of quality service. The restaurant Visamo is among those

restaurants that have been facing negative feedbacks from the customers and the employees are

also giving complaints regarding the prevailing organizational structure. There was problem with

the menu of the restaurant, lack of unique selling point, problems with the existing management

system and at the same time there is need of improvement in the marketing and advertising

strategy of the restaurant.

With multiple dining options, the competition among various other restaurants is high. This

marks to the growth of the restaurant being generated in two ways which can be stated as

opening restaurants in various locations and boosting the sales of the previously available

branches. The managers of the restaurant must add different food items and dishes in the menu

of the restaurant to attract more customers. It can be also said that the managers of the

restaurants should maintain good behaviour with the customers. This shall help in attracting

more number of customers towards the restaurant. Thus, the average turnover of the restaurant

shall increase to great numbers leading to the overall growth and development of the restaurant.


The restaurant should aim in increasing the overall services and food menu that are been offered

to the customers. The menu and the food items should be set up and served as per the needs and

the choices of the customers. Further, the restaurant should aso ensure that quick services are

been provided to the customers so that they can get the best kind of service and all of the their

needs are properly satisfied by the restaurant. The restaurant should always ensure that the best

kind of food and services are being offered and catered to the customer. The menu items should

be regularly updated and new menus and food items should be added up in the menu charts in

order to attract more customers. Further, the restaurant should also have provision for bars in

order to attract more customers. People people prefer to have alcohol while having their food.

Thus if this provision is also kept by the restaurant, many customers ahll easily get attracted

towards it. The restaurant should also have smoking places so that the smokers do not have to go

out of the restaurant in order to smoke every time. Thus the provision of smoking rooms shall

also help to adapt other kind of customers towards the restaurant.

The restaurants should also have spaces for parking vehicles as in the modern age, average of the

people have four wheeled vehicles. Thus the restaurant should make way for parking lots and

parking spaces to that all kind of people may arrive easily at the restaurant. The restaurant should

also arrange for different kind of home delivery facilities in order to meet the need of other

customers. Many aged or disabled people fail to reach at the restaurant every other time. Thus a

home delivery facility from the restaurant shall be much convenient for those kind of people.

Thus the restaurant should make sure that all the needs and the demands of the customers are

properly met. It should be kept in mind that the customers form to be the most important part and

the essence of the business. Thus, appeasing the customers should be one of the most main aim

of the business organization. This shall not only help in bringing considerable growth and

development in the business but also shall help in making the restaurant famous among all the

customers in the market. Thus, the organization shall be able to raise goodwill in the market and

gain full competitive advantage among its rivals.

Recommendation

From the detailed analysis of the data collected from the research work done on the Visamo

restaurant it is evident that this restaurant needs improvisation both in their menu and their

customer services. The owners of the restaurant should incorporate and introduce different kind


of lavish and delicious dishes which would help in wooing off many customers. Different kind of

menus should be kept in the restaurant ranging from Chinese dishes, continental dishes and

different kind of Australian dishes. These kinds of varied dishes shall help to meet the taste and

preference of the customers. The restaurant should give special emphasis on the dishes and the

items that are mostly demanded by the customers. The food should be easily available and the

food should be served within a short time span. This is necessary as in today’s world; people

have less time in their hands. Therefore, by giving quick service, the restaurant shall be able to

attract a huge number of customers. The possible changes that can help in the development of

this restaurant are necessary changes in the menu. Introducing new dishes can prove to be helpful

and can attract more customers which will ensure better profit margin for the organization.

Incorporating several details of the restaurant in the menu can make it more attractive which will

be helpful and eye catching for the customers. Keeping in mind the problems that this restaurant

is currently facing it is necessary for the restaurant to upgrade their existing organizational

structure. The restaurant should focus in providing the customers with quick and best kind of

service in order to meet each of their criteria and demands. The customers should be properly

welcomed in the restaurant and all of their needs and demands need to be properly catered in

order to retain those customers. It should be the most important aim of a business to retain the

customers that they have gained in the future period as well as gain and attract new customers.

Most of the time, it is seen that the business organizations fail to properly retain the customers

and due to this aspect, they have to suffer from huge amount of losses. The average turnover of

the business falls at great pace and the business has to suffer from acute financial crisis and

shortage. Thus, the restaurant needs to aim at gaining new customers as well as retaining the old

ones in order to maintain a large customer base. Thus the gaining as well retaining customers are

two side of the same coin.

Secondly, the restaurant needs to develop more attractive offers and discounts for the regular

customers of the restaurant or they can come up with new innovative services for the regular

customers of this restaurants. In this present world, most of the organizations aim to attract the

customers by providing them with huge level of discounts. The customers are accustomed to

receiving of discounts from different business organization and so they also expect the restaurant

to provide them with discounts or offers. Giving customers with discounts and offers has become

a trend in this modern day. It is generally seen that the organizations who give their customers


with discounts can gain huge competitive advantage. Most of the customers are attracted towards

that organization or brand and avail all kind of services from that organization. Thus the

restaurant should also aim to provide discounts.

Thirdly improving their existing decor can be helpful and can bring freshness in the ambience of

the restaurants. New decorative items should be placed to make the ambience suitable as per the

needs and the requirements of the customers. The restaurant can even arrange for some

entertainment programmers such as Blue concerts or Jazz Concerts or set up Hard Rock concerts

in order to attract maximum number of customers. People like the places where good shows and

entertainment programmers are being held. This things help in improving the overall experience

that the customers have while visiting the restaurants. Thus it can be said that the chosen

restaurant in this study should also make arrangements for these kinds of things in order to attract

maximum number of customers. Customers often seek uniqueness in the restaurant atmosphere.

Hence, this step can prove to be helpful in attracting more customers.


Appendix 2

Question 1 to question 7

1 2 3 4 5

Que 1 5%

Que 2 8%

Que 3 15%

Que 4 24%

Que 5 30%

Que 6 20%

Que 7 40%


Appendix 3

Question 8 to question 15

Yes No Not sure

Que 8 12 7 1

Que 9 10 6 4

Que 10 14 5 1

Que 11 7 8 5

Que 12 9 9 2

Que 13 10 7 3

Que 14 11 6 3

Que 15 8 9 3

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Introduction - abcassignmenthelp.com · Web viewIntroduction. Visamo is a Sydney based restaurant that is famous for casual dining and mainly serves Indian quality cuisine in Australia