D&B Jamaican Jerk Restaurant - Evaluation Essay

Introduction

Jamaican Jerk is a restaurant which serves delicious Caribbean and Jamaican gastronomy in an exceptional tropical environment. Its cuisines are prepared from scratch while using high-quality ingredients which encompasses fresh fruits, vegetables, and spices. It is one of the leading local fast food and service restaurants in the United States. It primarily functions via franchising with local retailers who introduces a culinary level of cooking as well as lifetime exposure with Jamaican food and beverages in these restaurants. The strategy of operating through franchising has been discovered to be the most effective and efficient approach to start and run a restaurant in the mid of stiff competition in the food and beverage industry in the United States. Therefore, this business plan through franchising intends to approach Jamaican Jerk who is the primary franchisor in this case to provide the legal license to start and run a restaurant business under its logo and name in Jackson Blvd, Chicago. Jamaican Jerk will additionally state the products which the proposed D&B Jamaican Jerk restaurant will provide to its potential clients as well as the needed operating systems, brand, and the best kind of support to ensure the restaurant operates effectively.

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Company's Mission

The mission of D&B Jamaican Jerk is to provide the food and beverages of the best quality to its customers by offering exceptional beverages, food prepared from scratch, and perfect services with matches their desires and expectations. This will be facilitated by expression of warmth, efficiency, courteousness, competence, integrity, and knowledge in the restaurant's performance. Additionally, this mission will create a strong and distinct relation between D&B Jamaican Jerk and its clients. The mission will ultimately provide the restaurant with success merit and establish goodwill among its clients.

Goals of the Restaurant

The primary aim for D&B Jamaican Jerk is to obtain a license from the Jamaican Jerk Corporation to use its proprietary knowledge, procedures, and trademarks to set up a franchise unit which will operate under Jamaican Jerk brand name. Therefore, this business strategy intends to expand the formula utilized by most of the Jamaican Jerk Restaurants by creating a distinct plan to ensure that D&B Jamaican Jerk achieves the following formulated objectives:

• Providing the highest quality Jamaican Jerk food and services.
• Creating an atmosphere where customers can enjoy the delicious Caribbean and Jamaican foods.
• Generating high-profit margin.
• Expanding and upholding the Jamaican Jerk restaurants' reputation.
• Being an exceptional dining Jamaican Jerk franchise unit in Chicago, United States.

Products and Services

The principal and most crucial aspect of D&B Jamaican Jerk will be to offer a distinct menu to American as well as tourists and foreigners within Jackson Blvd, Chicago. These are individuals who are seeking for a cozy, clean, and safe environment where they can purchase and enjoy meals and beverages. Therefore, the restaurant will offer a distinct and improved product line available in other Jamaican Jerks' restaurants which will encompass the following:

• Oxtail
• Jerk Chicken
• Curry Goat
• Jerk Pork
• Fish
• Vegetables
• Mac and Cheese
• Salads
• Cakes
• Drinks
• Snacks

Target Market

D&B Jamaican Jerk will focus on both regional and tourists restaurant seekers. These are people with willingness and capacity to buy Jamaican foods and drinks provided in a mesmerizing environment. Since D&B Jamaican Jerk restaurant will be located along a street in Jackson Blvd, this point acts as the most strategic place which will optimize the probability that every individual passing down the street is able to view and access it easily. Additionally, Chicago also has established a good image in the face of many individuals hence there are no doubts that it attracts a high affluent of individuals not only from America but also from other parts of the world. Therefore, this high influx of individuals will provide the Jackson D&B Jamaican Jerk restaurant with a number of potential clients. The most likely target market population identified after a proper market analysis comprised the business people, families, young couples, high-end singles, and tourists.

The Business People

Majority of these individuals work in offices situated in within Jackson Blvd, Chicago. They work hard the whole day hence when they have whether, for relaxation and refreshments, they look for a comfortable, quiet, and safe atmosphere where they can relax and have meals and drinks as well as a place where they can have a talk with their colleagues, friends, spouses, and families. They also require a place which is economical while spending the hard-earned money. Therefore, D&B Jamaican Jerk restaurant will be a perfect restaurant for them. Additionally, these individuals were discovered to be a customer with high probabilities of spending more on meals, snacks, and drinks.

The Family

D&B Jamaican Jerk restaurant will be a perfect venue where different clients can enjoy either dinner or lunch as a family. This is a principal aspect which most family often look for before they can decide where to visit and spend time. Thus, it is important that D&B Jamaican Jerk restaurant offers a peaceful and enjoyable environment where the family can have meals and beverages with a desirable menu as well as a place where their children can play and have fun while in the restaurant.

Young Couples

D&B Jamaican Jerk restaurant will be linked with a complex, romantic, and intimate atmosphere that will attract various persons to make arrangements for their dates. The restaurant will additionally provide an environment where different couples can chat over a cup of coffee or any drink to ensure they develop long-lasting relationships. Additionally, although a big number of young couples are in colleges or universities, and are not working, in most cases, they do not use much money on meals and beverages. Therefore, D&B Jamaican Jerk restaurant targets them because of its capability to sell its products at affordable and competitive prices which will favor these individuals as young couples.

High-End Singles

D&B Jamaican Jerk restaurant also concentrates on high-end singles due to its fascinating interior decor and layout supported by affordable and accommodative menu, excellent customer-services techniques, striking networks, and events as well as remarkable client-staff engagement. This will ensure that the restaurant endorses in these individuals as its target market a sensation of being in a friendly, compassionate, and fascinating environment in Jackson Blvd, Chicago.

Tourists

Chicago is a city that attracts a significant number of tourists and foreigners in the United States, particularly during the autumn and summer seasons. Therefore, D&B Jamaican Jerk restaurant will take this advantage and take tourists as one of its target markets by offering an exceptional menu with a variety of choices as well as using its elegant layout and decor, and attractive surrounding which will appeal to them to try Caribbean and Jamaican dishes.

Pricing

Creation of value proposition in the mind of the client acts as a crucial aspect of how much a commodity is charged. This is because customers are keen on forming a mental picture of how much a commodity is being sold. D&B Jamaican Jerk restaurant will remain as the best restaurant in establishing value in the mind of its clients. This is because it will fulfill them through competitive prices charged on its products. The restaurant will utilize two types of pricing plans which encompasses price bundling and psychological pricing. It will additionally offer attractive deals and discounts on its products. D&B Jamaican Jerk restaurant will also utilize psychological pricing strategy in a technique where various commodities it offers will seem cheaper than those of its competitors. For example, it will charge and place prices of different products as $3.49 or $6.99 instead of rounding off the figures to the nearest dollar cent. This will create a mental picture in their clients that the restaurant is selling its products at a cheaper price than the worth of the commodity.

Competitors

Fast food and traveling are strange bedfellows because while traveling widens horizons, food and beverages contract them. Therefore, if you travel around Chicago City, food and beverages are omnipresent components of the contemporary life. Those living and vacating in Chicago who are the D&B Jamaican Jerk restaurant's potential customers will have a broad variety of acquainted franchises to make their selection. These acquainted franchises are the D&B Jamaican Jerk restaurant main competitors. They encompass McDonald's, Pizza Hut, and Kentucky Fried Chicken commonly known as KFC, Burger King, and Wendy's. Both McDonald's and Kentucky Fried Chicken are the most prevalent restaurants dealing with fast food in Chicago. However, D&B Jamaican Jerk restaurant will achieve a competitive advantage by offering a distinct commodity line, attractive restaurant decor and layout as well as fascinating, clean, and safe atmosphere. This will enable its potential clients to be attracted to D&B Jamaican Jerk restaurant and feel better in choosing the Jamaican version of food and beverages offered in D&B Jamaican Jerk restaurant instead of those of its competitors.