Aristocrat Restaurant Philippines

ARISTOCRAT

The Company

• A Filipino-owned family corporation.

• Founded by the late Doña Engracia Cruz-Reyes “Aling Asiang” and her husband, Justine Alex Reyes in 1936.

• Has inspired the growth and development of the restaurant industry in the Philippines.

Current Marketing Problem - PPT

3 Pillars of Market Driving Strategies

• WWAN- Mediocre brand

• HTGT- Brand awareness

• WWWTB- Consumers’ top of mind

BIDA Check Up

• Barriers- no staff assigned to welcome and accommodate customers as they enter the restaurant

• Irritants- Poor customer service & inattentive staff

• Disappointments- long waiting time for food & poorly cleaned tables

• Annoyances- food was served cold & still has blood

• There are flies inside the restaurant

• Wrong ads regarding delivery

Consumer Insights- PPT

Demand Wheel

New Users:

• Novice triers-Foreigners

• Alternative users- people avoiding fastfood

• Non-users ever since- New generation

• Economizers- People who prefer to cook and eat at home

New Usage

• New-solution seekers- Food bloggers (they will make a review)

Extended Users

• Lapsed users- Those with food/diet prescriptions

• Lost users- Those who experienced poor service

More Usage

• Occasional users- Those who made reservations for special occasions

• Selective users- Those who go there to eat their specialty, their BBQ Chicken

3 Levels of Market-Driving Strategies

• MC-VP&BS- Introduce mini