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This benchmarking table shows different strategies employed by restaurant owners to attract customers. It is necessary to explain that the issue of security is provided by both the local government and arrangements made by hotel owners. Therefore, most restaurants have good security to protect the welfare of clients and none can boast of a superior strategy to enhance the safety of patrons. However, it can be noted that some restaurants have large parking spaces and this is a plus in competing with others. Most of these restaurants were established to accommodate families and other social gatherings. Therefore, the need to have a large parking space is an added advantage to competitors.
However, it is important to understand that these restaurants specialise in different foods. The most popular ones are traditional cuisines (Indian, Bangladesh and Swedish) while only a handful pay attention to modern diets. However, there is a unique twist in the cuisines offered by these restaurants and Chilies seems to beat its competitors by accommodating the interests of vegetarians.
The strategic grouping map shown in the diagram above represents how the restaurant industry in the United Kingdom is differentiated. It is necessary to explain that most of these businesses offer services that reflect the cosmopolitan nature of the United Kingdom. Indians and Swedes are amongst the most targeted groups by the local restaurants. In addition, Brick Lane has many restaurants and all of them seem to be making money from their services; therefore, the hotel industry in this region is a good investment. Restaurant owners seem to target people from different regions of the world and that is why most of their hotels specialize in traditional cuisines. However, a new twist is introduced in the market by restaurants that offer healthy foods that attract people from special groups, including vegetarians and those that do not consume genetically modified products (Gibson 2012).
Chilies Restaurant offers unique packages because they realized the need to offer vegetarians menus that accommodate their interests. However, it would be wise to introduce healthy diets to ensure that people have a variety of choices to pick from. It is necessary to include other special interests like nutritional considerations when preparing meals and this should be included in their menus. The need to explore a variety of healthy meals will expand the market base for this restaurant and attract non-Indians too (Chow 2010).
References
Chow, C 2010, Learning from our Global Competitors: A Comparative Analysis of Science, Technology, Engineering and Mathematics (STEM) Education Pipelines in the United States, Mainland China and Taiwan, McGraw-Hill, New York.
Gibson, C 2012, Financial Reporting and Analysis: Using Financial Accounting, Wiley, New York.
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