Yangpin noodle characteristics and culinary applications

Yangpin's Noodle

I am the Consultant hired by the person to take the key decision of the case. Here in this paper I shall present the key issues, list of alternatives available, the analysis of the alternatives, and the recommendations provided.

Key Issues:

Lack or absence of clear-cut identity as well as positioning of the Chinese-American restaurant regarding what its name should be so that it could inspire a suitable level of confidence among the potential clients. (2) Absence of a unique product quality which reveals any particular factor as to why customers must ought to visit the restaurant. Besides, there is a lack of competitive advantage of the Chinese-American restaurant through using market differentiators. These market differentiators could be (i) some particular methods to satisfy the requirements of the niche market (ii) brand acceptance in the market (iii) propriety or trade secrets for running of the company (iv) Patents as well as trademarks (v) particular method of combining products/services (vi) need for highly skilled as well as creative employees (vii) a level for improvement of quality. (Fast Trac Growth Venture, 2006)

List of alternatives:

i) Developing or formulating a core brand image with regard to the restaurant that would be considered as a visible element for the clients to identify with that of the brand (ii) Formulate a targeted advertisement showcasing the unique advantages which a Chinese-American restaurant could tent to offer (iii) Bring about a brand redesign by means of a brand redesign and this could be done by raising about $4.5 million during the next couple of years.

Analysis of the alternatives:

i) the core competency of the Chinese-American restaurant can be applied to formulate a competitive edge through provision of products or services which the customer's value compared to products or services which the competitors are offering. (Fast Trac Growth Venture, 2006) the competitors of the Chinese-American restaurant are considered to be the pure-play Chinese restaurants. Further there are fast-food outlets such as McDonald's and the Japanese food outlets. The conventional Chinese eat-outs cater to an extensive wide level of choice available with excellent levels of ambience and the rates are affordable when compared to the high quality food being offered. However in comparison to this, fast food outlets such as McDonald's provide less scope to make choices with considerably poor ambience. The rates are less and this goes the same with the food quality as well. The Japanese food on the other hand which is being available is considered to be providing average selection along with average ambience, average rates with comparatively good quality food. The core competencies are the strengths of the brand that facilitate in fulfilling the customer requirements. It has to be kept in mind that the core competencies are subject to change and definitely change in the course of time, based on the requirements of the market and the significant status one desires to have over competitors. (Fast Trac Growth Venture, 2006) ii) Reputation for best products/services - Providing the superior products or services in the industry or market is essential. The attention has to be on quality that will lend a reputation for expertise in particular arenas. To illustrate, the Chinese-American restaurant shall have to concentrate on providing clients the maximum amount of service which is possible, value, choice and quality. (Fast Trac Growth Venture, 2006) iii) Niche market - One more offering that can be made is offering products or services to cater to the unique requirements of the targeted market(s). A niche market is a distinctive category of clients prevalent inside a larger market or a small group of a product line. To illustrate, a particular category of dishes for the Chinese-American restaurant could be made which meet a particular niche group of products. (Fast Trac Growth Venture, 2006) iv) Special distribution channels or that of the delivery methods- Making use of a selling technique that is particular to the industry or being problematic for competitors to make use of them efficiently. Offer several multiple products or that of services to the similar type of markets by means of an efficient distribution system. (Fast Trac Growth Venture, 2006) v) Organizational efficacy- the Chinese-American restaurant has to look for less expensive items and more effective items. Process is required to be streamlined your processes and discover means to make products or deliver services more efficiently. Outsourcing to efficient and highly skilled suppliers is needed. Staff is required to be hired with expertise which is able to enhance operations as well as efficacy standards. (Fast Trac Growth Venture, 2006)

Recommendations:

It is a sort of an anchor when one positions for growth. The Chinese-American restaurant is preparing for that development from the food aspect of its business. At the first thought such type of strategy seems to be a no-brainer considering the treat industry has flattened out in current years and food sales have developed to now represent over half of the company's revenue. So as to develop its food business immensely, the company must make basic reformations, one that would leave no doubt in one's minds regarding what it was doing. From the view of the new building that has a stone fireplace along with earth tones color palette to that of the high-value menu board and reformed table service wherein clients tend to order at the counter, take a number from the counter and their food is served at their seats. All this brings forth a very strong response as this is not considered to be the usual QSR -- quick service restaurant -- or that if the 'treat center'. (Kirbyson, 2004)

During the next 10-15 years, all of the Chinese-American restaurants happen to be in food business are going to perform better and be placed under the Grill & Chill division. It is important to note that treats are still considered to be a part of the new concept's menu. Grill & Chill locations, some of which are presently 2 years old, some just a mere few weeks, are functioning really well. Following conducting online surveys, the Chinese-American restaurant found out that the two brands are actually interchangeable and has increased food credibility than the competition without having to lose treat credibility. The Chinese-American restaurant is working on a remodeling for its 1,000 centers that only offer treats called 'Project Cornerstone.' with a considerably modernized look, a bigger menu and an enlarged experiential component of what customers view, smell and watch in the restaurant. For a new brand that has made huge investment the company has to have a great deal of effort to modernize the nature of the brands and unite the system regarding the manner in which the clients and competitors virtually view and note the distinction. (Kirbyson, 2004)

Using state-of-the-art technology: The issue of handling multi-unit functions in the foodservice has never been easy. Presently, information on time intends real time. Chinese -American has to take assistance of software solutions which has the mandate to utilize the new communication technologies of wireless and the internet to better the data flow in multi-unit functions. Connections has been used in case of prevailing store-systems like POS, door sensors, time clocks, temperature as well as humidity sensors to acquire important data regarding the functioning of the effort. The software system is able to inform wrongly operating appliance which affects food quality. ("Fast food and faster data with Sangoma," n. d.)

The Product Differentiator: Most of the fast food restaurants across the world supply food which is not considered to be healthy. In contrast, Chinese-American food, having its focus on fresh as well as high quality ingredients, is being considered as one of the healthiest of the popular cuisines of the world. Chinese-American restaurant provides a solution regarding a menu which has been formulated to cater the requirements of today's consumers which are health conscious without providing any compromise with regard to its authenticity, quality or that of its taste. The final product is a varied combination of fresh, nutritious as well as delicious meals being provided with the speed, convenience along with competitive rates which modern clients require. Over the last few years, Chinese-American restaurant has invested widely in research as well as development of its food. An important constituent of the concept is the menu. This is balanced to fulfil the criterion of health, authenticity and convenience with regard to logistics. Along with all of the nutritional values and detailed guidelines for preparation of food, this is really a unique as well as important asset of Chinese-American restaurant. With regard to other presently established arenas of function are those of website design, a multi-lingual Point of Sales system - POS, it systems, legal as well as international compliance guidelines and so on. ("Tasty Thai: A Healthy Business Opportunity," 2007)