The Greenwich Grill

Case Study MarketingStefanie Akkerman

About GG

Opened April 2008

Tokyo-Italian cuisine in TriBeCa

Michelin star and high Zagat rating

Prides: food quality, uniqueness, décor and its Japanese style service

But there are some problems…

The Main Problem

Targets for lunch are not met

Targets for weekday dinners are not met

The Numbers: Lunch and Dinner

Monday Tuesday Wednesday Thursday Friday0

20

40

60

80

100

120

LunchDinner

The Numbers: Days of the Week

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

0 1000 2000 3000 4000 5000 6000 7000

ActualBudget

Seasonal Fluctuations

april 08 - august 08

sept 08 - nov 08

dec 08 - jan 09 - feb 08 - april 08

may 09 - june 09

july 09 - aug 09

sept 09 - 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TargetActual

This doesn’t look too bad though…

SWOT: Strengths

High quality of food and service

Good ambiance and décor

Michelin star and good Zagat rating

SWOT: Weaknesses

Location is not so great: hard to find

No good coping strategies for seasonal fluctuations

Not many customers during early opening hours

SWOT: Opportunities

Area with many potential customers

No good previous advertising has been done

Nice space for larger parties

Attractive for Japanese tourists

SWOT: Threats

Weak economy

Many restaurants in NYC

Unhappy customers who are vocal

Action Recommendations

Residents and Office workers

Flyer distribution in area

Local newspaper advertisement

Distribution of menus

Action Recommendations

Japanese Tourists

Contact tour operators

Advertise in travel guides

Leaflets in hotels

Action Recommendations

Large parties

Advertise in bridal magazines

Leaflets pointing out possibilities for large parties

Reinforce referrals for large parties

Action Recommendations

Season and Time

Happy Hour!

Restaurant Weeks

Gift specials: free meals giveaway

Thank You!