Eaturk Case

ADVERTISING

Opening of a New Turkish based restaurant

“Eaturk”

Awais Mahmood

Hazim Afzal

Ali Tariq

Fatima Qureishi

Hamza malik

Section G

Submitted to:

Miss Maheen Chaudhary

Introduction

The restaurant industry is popular in Pakistan, the source of most of its innovation, and many major international chains are based there. The presence of national food chains like Gournment Grill, Bundu Khan, Yasir Broast, salt and pipper etc. have somewhat catered to the high income segment therefore developing a niche as upscale food restaurants. Multinational and National  corporations such as these typically modify their menus to cater to local Pakistan tastes and most overseas outlets are owned by native franchisees to ensure that cultural, ethnic, and community values are taken care of.

 The rapid rate at which the food industry continues to add outlets is as much a reflection of consumer demand for convenience as it is a reflection of demand for quality food itself. Expanding the number of outlets increases accessibility, thus making it more convenient for consumers to purchase healthy food. But with the passage of time, people used to change their taste and try to eat something new and tasty. In order to provide consumers with a new taste and variety of healthy and tasty food, we are opening new Restaurant named “Eaturk” . Eaturk restaurant will be a totally Turkish taste restaurant. We will provide a large variety of turkish taste with Turkish cultural look as well.

Slogan

 Our slogan is “what are you eating today?”. This slogan is very much different as compared to other Restaurant slogan lines. Our slogan attract the attention of our customers and push them to think about something new taste besides daily routine food.  

Location

Due to high demand of Turkish taste in Gulberg, We have decided to open “Eaturk” on main MM Alam Road Gulberg. MM Alam Road already have a lots of restaurant on it, which will help us to differentiate our Restaurant from Rest of them. As almost every restaurant on MM Alam road is based on Pakistani taste and culture. So it will be a proud moment for us to open Turkish Taste for the people of Lahore.

Services

National and Multinational food chains like Bundu khan, Salt and Pepper e.t.c. rapidly gained a reputation for their cleanliness, fast service and a child-friendly atmosphere where families on the road could grab a quick meal, or seek a break from the routine of home cooking. Modern, stream-lined convenience of the food restaurant provides a new alternative and appealed to consumers' instinct for ideas and products associated with progress, technology and innovation. Many consumers see multinational food restaurants as symbols of the wealth, progress and well-ordered openness of Western society and therefore become trendy attractions in many cities around Pakistan,”EaTurk is also focusing on consumer ease and meet their expectations with the new Turkish taste particularly among youngsters and Families.

Timing

Eaturk is also very much curious about the timing of the Restaurant, because it is very important to understand the culture of Lahore. So in order to take care of our customers timing, Eaturk is offering the restaurant timing from 11:00am to 11:00pm. This will help our customers to taste the new Turkish food taste with their full ease and comfort.

Differentiation

Eaturk is offering many new dishes in Pakistan for the first time. New delicious Turkish dishes will be available at our restaurant with affordable prices, so that any person can come and enjoy without any tension of paying more from his pocket and eating less.

A whole new atmosphere will be there at our restaurant with new and different Turkish style. Turkish environment will be captured by showing Turkish waiters, Turkish furniture (Wooden) and Turkish feel. It will surely blow away many minds. Our menu also includes dishes with Turkish names and our prices are also according to our Branch in Turkey. Thus there is no Price differentiation if it comes to other Pakistani restaurants. Our Food has the best superior quality when it comes to taste. This makes our restaurant stand out from other competition in market! We are trying to offer and promote convenient, efficient service experience which will improve the image of our restaurant in target consumer minds. We are trying a gimmicky service experiences rather than overly personalized or customized service. Our waiters hence are also trained in such a way that they cater the service according to Turkish style. People who are health conscious should not worry about it cause are restaurant provides every efficient and effective/healthy procedures to make food. As we believe that differentiation is the key to success of a business, so we are focusing on it to make our market amongst other competitor as well. To accomplish this we have chosen a suitable location to cater our target customers, so that it will be easy for them to come to our restaurant. Our location is at Mm Alam road which is the busiest of all places and the most famous one too.

Menu Explanation

Our Menu is one of a kind when it comes to other competitors around us. Turkish style, Turkish dishes name, new offers will make people actually buy our food for sure. Dishes like Musakka, falafel wrap, Lahmacun, Eaturk special and Ister Kebab are the specialties of our restaurant. These dishes are the main servings and our brand identity also. Our menu also shoes some deals and discount offers which is liable to the younger generation we are targeting the most. Promotion is done on the menu as well and red and yellow colors are mostly used to show some attractiveness towards our menu so does not get boring for our customers to read.

Sitting Area

Eaturk Restaurant is specially based on the Turkish style. When people will come here, they can understand the value for others culture of Turkey. They can interact with different Turkish dishes and taste. So sitting area is very important as far as a new opening is concerned. We have to be very focused so that our target market when come to Eaturk. They can feel comfort as well as reliability.

So in order to take care of our target customers, we are introducing a very pleasant sitting area with almost 14 tables. Almost 8 tables will contain 4 chairs, and 6 tables will contain 6 chairs. So we are offering 8 tables to our youngster’s customers and 6 tables are for families.