Marketing of Grilld Restaurants in Australia - Research Proposal Example

Marketing research report Executive Summary Since its inception in 2004 in Australia, Grill’d restaurant has gained acceptability within the community and customers. Many outlets have been put up to cater for the surging number of customers. Grill’d restaurant is a unique brand that focuses on quality food and service in appealing to customers. Burgers from Grill’d restaurants have been praised for being healthy and fresh. Provision quality service appeals to many customers in the hospitality industry. In an effort to understand the sustainable competitive advantage in Grill’d restaurant, the following research proposal has been prepared. The research proposal gives the details of what will be carried out in the research. Background information on Grill’d Restaurants in Australia The concept Grill’d offers a fresh, vibrant, and new approach to what is come to known as the most prevalently accepted food concept in the entire world known as the burger. The concept of Grill’d came into being when the founder of the company, Simon Crowe, resolved to do something concerning the issue of absence of dignified and healthy hamburger in the market in Australia. The first restaurant of Grill’d commenced in Melbourne Hawthorn Suburb in the year 2004, in March. It offered fresh, quality meal-sized burgers which were processed from chicken breast, 100% beef, veggie patties, and lamb. The remarkable performance of the first restaurant led to establishment of other Grill’d restaurants in quick succession, in Melbourne, prior to commencement of interstate expansions which was rolled in the year 2007. Presently there are about over forty five restaurants across Bendigo, Melbourne, Coolngatta, Cairns, New Castle, Sidney, Perth, and Canberra and many others within the pipeline. An encouraging consumer response to the model of Grill’d continue to sustain growth, propelled by positive media and community support. Grill’d is normally open for dinner and lunch and offers both take-away and in-store dining. Part of the experience at Grill’d is seeing made-to-order burgers that are delicious being prepared on the flame grill and wrapped using fresh toppings. All restaurants meet high standards and offer causal, funky, and casual environment for relaxation. The business is operated under the virtue of cleanliness, urgency, and friendliness. Grill’d is the 2009 and 2010 winner of FCA Emerging Franchisor of the Year (Hooley et al, 2008). It has a strong customer appeal, experienced management, and competitive advantage which ride on the shifting towards great tasting, convenient, and healthy meal solutions. Grill’d senior ownership and management team is reputable and professional, with vast retail, marketing, and sales experience across large, medium, and small sized enterprises. Emphasis is placed on store design, teamwork, branding, customer culture and service. The concept’s success is offering passionate, enthusiastic people an exciting chance of joining the family of Grill’d Franchise. Every restaurant has its own operating schedule, but majority of them have identical schedules. Many other units of Grill’d restaurants are still being opened in different part of Australia. The founder, Simon Crowe, does not believe in customer loyalty programs or celebrity endorsement. Grill’d restaurant believe in branding itself as quality, healthy, and fresh food provider. As most of citizens realize the importance of healthy feeding, there is a move towards foods that are generally healthy (Fifield, 2007). The restaurant has used franchising as the best strategy of expanding to new regions and allowed the unique operations of the restaurant to be replicated. The burgers prepared by the restaurant staff are well received in the market and many people love them. Grill’d started a programme know as Local Matters with the aim of helping local group which get involved in rescuing and distributing to those who are disadvantaged. The program started in NSW and Victoria. This program has know been initiated in all Grill’d restaurants in Australia owing to the supportive feedback from the beneficiaries and customers. The program is a means of reaching out to the community for the sake of creating opportunities for Grill’d brand. The problem statement Grill’d restaurants, since their first establishment in 2994, in Australia, commencing in Melbourne, they have grown tremendously to cover many parts of Australia. The growth strategy applied in Grill’d chain of Restaurants has been amazing (Hooley et al, 2008). The founder of Grill’d restaurants realized a potential market in Australia and quickly capitalized on it. Quality and fresh products keep the customers coming for repeat experiences and more take-away purchases. Strong operation management and quality service provisions are just a few of the reasons why Grill’d restaurants have maintained a commanding lead in their area of specialization. Strategic planning that conceptualizes all possible challenges that may come along the way enables an organization to come up with alternatives incase of a problem. Grill’d restaurant been recognized as the one of the best perfuming restaurant in Australia. The media and the community have laid the ground for supporting the quality services that are offered at Grill’d chain of restaurant. Grill’d management has not invested in any loyalty programs that will make customers to stick around for collection of some points. On the other hand, the company has invested heavily in provision of quality service, tasty and fresh foods which have become popular following the trend of increased focused on healthy foods. Grill’d restaurant have recently received a lot of criticism for its decisions to lodge a campaign against social media and the ‘foodie’ culture that is growing in the country. The essence of this research is to found out factors contributing to success of Grill’d restaurants with keen evaluation of methods of expansions and promotional strategies used by the restaurant’s management. What is responsible for the uniqueness of operations of the restaurants? Research objectives To find out the sustainability of Grill’d chain of Restaurants To establish chances increasing promotional activities in Grill’d restaurants To find out the marketing strategy that offers competitive advantage to Grill’d restaurants To carry out an analysis of internal strengths of the business To understand the growth strategy of Grill’d restaurant Proposed research methods Several research methods will be used in collecting, recording, interpreting, and evaluating data. It is important to state that some degree of confidence was incorporated in the collection of data and recording. The inferences obtained from the data collected gives a deeper understanding of the issues surrounding the growth strategy of Grill’d restaurants. Both customers, managers, and other workers of the company were involved in this study after seeking their consent. Research assistants will be needed in assisting in the collection of data and recording it. Literature search will involve reviewing available information. This information could be contained in newspapers, magazines, internal company information, relevant trade publication, company literature, annual reports, on-line data bases, and other materials that are published. Questionnaires are an easy and logical option means of collecting information. The designing of questionnaire is not an easy task and adequate follow up has to be done to ensure that respondents attend to them (Hooley et al, 2008). Interviews will be recorded using tape recorders with the permission of the interviewee. The duration of the interview will not last more that one hour. Use of quantitative/qualitative research Both quantitative and qualitative research will be applied in this study. Quantitative research provides a means of results finalizing and disapproving and proving the stated hypothesis. Comprehensive analysis of the data is obtained through quantitative analysis. Qualitative research was used in deciphering customer reaction to the quality of service offered at Grill’d restaurant (Hooley et al, 2008). Qualitative and quantitative researches will be applied in the research study. Qualitative research gives an opportunity of understanding meanings, understanding, and describing experiences. Qualitative and qualitative researches give a chance of understanding collected data deeply. Qualitative research proposed Qualitative research provides data into the cause of some actions like customers preferences of Grill’d restaurant. Individual depth interviews will be used to provide information of employee and customer satisfaction in relation the treatment they received from Grill’d restaurant. The sample size for qualitative data is usually small to allow time for drawing meaningful inferences from the data. Both semi-structured and structured techniques will be used to collect data that helped in deciphering qualitative information life customer preference and attraction to Grill’d restaurant. Qualitative data provides insights into generating ideas or hypothesis for use in quantitative research (Handlechner, 2008). Quantitative research involves measurement of variables and verification of hypothesis and theories that exist. Data is applied in generation of new hypothesis using data which was collected on different variables. Sample plan A sample of workers, customers, and managers will be randomly obtained from the defined population but considering the various factors that bring understanding. The sample in every category of respondents will be clearly explained to avoid including people who are not eligible for the research. The sample was obtained in relation to the availability of funds for the research. A manageable sample allows ample time for data collection, recording, interpretation, and representation. Population definition The pollution involved in this study are Grill’d stakeholders that involve customers, employees, managers. Customers involved were both new and regular customers. The workers were supposed to have worked in Grill’d restaurants for at least five years. The managers had to have at least two years experience as managers at Grill’d restaurant. Sample frame The sample frame involved workers, managers, employees, and customers of the Grill’d restaurants. The workers who were involved in the research were employed by Grill’d for more that five years. The interviews were contacted during the working hours foe the customers when they had just completed their meal. Workers were interviewed during the off peak hours when the stream to the restaurant had substantially reduced. Sample size calculation The Grill’d restaurant has close to fifty restaurant across various states in Australia. A good sample size of this number of restaurants should 60% of the total (which is assumed to be roughly 45); therefore the sample size for restaurants will be 0.60 × 45 = 27 restaurants. Consequently twenty seven restaurants were the representative sample for Grill’d restaurants. The Grill’d restaurants employs close to over five hundred workers in Australia. Consequently there is close to ten workers in each restaurant. Two people from each restaurant were interviewed bringing the number of workers interviewed to 54 (27 ×2). In the case of the customers, the fifth customer to enter Grill’d restaurant was interviewed considering age and sex. Close to three to four customers were interviewed in each of the Grill’d restaurants. A target of three customers in every restaurant participated in the interview. Sampling method The sampling method used for this study was random sampling but considering geographical location of the restaurants. The restaurants were to be at least spread out in over three states in Australia. Geographical boundaries were considered before involved in the sample size. There stratified random sampling was used in this case. The working schedules in restaurants provided a means of determining who to be interviewed by looking at the chores being performed by everyone. The random sampling method was used due to its ease of use and minimal chances of biasness. The sampling method will decide the number of people to be used in this research. For effective choice of research respondents, stratified random sampling will be applied in this research. Sample validation The sample validation was through the test sampling and conducting experts to get advice on sample validation. Quantitative research Quantitative research measures the incidence of various opinions and views in the selected sample. It quantifies and attains results from sample size in regard to population. Qualitative research can be used to further explain the data gathered through quantitative research. The sample size is normal large as compared to the qualitative research. Data collection method proposed The methods used for gathering or collecting data included observing, tape recording, filling questionnaire, and taking photographs. Interviews were conducted and recorded in good time. Secondary sources were used to such for information concerning the Grill’d restaurants (Dawson, 2002). Notes were made from observing the operations that were being undertaken at Grill’d restaurants. The designs and outside look of the restaurants were recorded through taking photo graphs. Observing provides an intimate and close familiarity of a particular cluster of people. Whatever is observed is recorded in writing. Internet surveys, email surveys, mail surveys, and telephone survey will also be applied in collecting additional information on trends and the changing eating culture in Australia. Telephone surveys are some of the fastest methods of gathering information in a large sample (Hooley et al, 2008). A script of the interview is followed just in the case of a written questionnaire. Telephone surveys last only a short time. This method will be used particularly in conducting experts to gain more insight in the industry. Several telephone surveys can be conducted daily. General guidelines of designing research instruments The questionnaires were prepared for both qualitative and quantitative data gathering. Questionnaires were prepared and the questions tested with a population sample in order to rectify overlooked mistakes. Keenness was observed to avoid ambiguity and repetition of questions. A survey contacted by before the research indicated the validity of the data collection instruments. Overall quantity of research (provide a copy of questionnaire) Questionnaires were prepared and mailed to managers in distant Grill’d restaurants, whereas those in close restaurants the questionnaires were handed to them in person. Follow up was done to ensure that the questionnaire reached the intended destination. This was done by calling to confirm if the person had received the questionnaire. A directory was used in confirming the real address of Grill’d restaurants in Australia. Customers were only engaged in face to face to interviews, which were recorded with the permission of the interviewee. Ethical considerations It is important to seek access to the premises of the restaurant with the permission of the area managers. No employee will be interviewed without seeking the permission of his or her supervisor. The interviewee will be thoroughly briefed on the objective of the study and assured that no information given will be used negatively against them or their employer. Professionalism will be observed throughout the entire study and there was constant contact with experts in case of any misunderstanding. Stereotyping and biasness was avoided at all costs. There was no hidden agenda in the objective of this study (Kumar, 2005). All efforts were done to remain focused on the primary objective of the research without any derailment. Interviewees will be informed in advance before being asked to part in the interview. It will be essential to ensure that all activities performed during the study were lawful and ethical. The respondents were assured that no part of the information disclosed will be revealed to anyone else. The interviewees were informed three weeks in advance before the interviewee being contacted. Procedures for visiting any of the outlets of Grill’d restaurant will be dully followed. Proposed timetable Time Activity November October December January February March Stating the problem, hypothesis and objectives of the study Determining methods of data collection Designing and posting questionnaires Interviewing and tape recording Data analysis and interpretation Data presentation Report presentation Proposed budget Activity Proposed Amount (A$) Transport costs 8000 Postage costs 4000 Material costs 3000 Telephone costs 2000 Purchase of data collection tools 7000 Wages for research assistants 5000 Expert consultation 6000 Emergency 1000 Miscellaneous 4500 Total 40500 Conclusion Grill’d chain of restaurants is famously known for high quality foods that have been widely accepted within the Australian clientele. The unique culture at Grill’d restaurant offers a competitive advantage that makes the restaurant to be a force to be reckoned with in the hospitality and service industry. This research proposal seeks to establish the factors that have resulted in Grill’d sustainable competitive advantage. Experts’ direction and diverse consultation will be used in drawing inferences from the data collected. The proposal lays the ground for actual research that would be carried out at a later date. Sample questionnaire for research on sustainability strategy at Grill’d restaurant (customer) What do you love about Grill’d restaurant? 1. Convenience 2. Quality food 3. Quick service 4. Attractive environment 5. Courtesy of workers In terms of service quality on a scale of 1 to 5, where will rate Grill restaurant? (tick the correct value) 1. …... 2. ….. 3. ….. 4. ….. 5. …… What do you trust Grill’d restaurant for? (You can choose more than one option) 1. High quality service 2. Healthy and tasty food 3. Convenience 4. Variety 5. affordability How is the inside look of the restaurant? 1. Good 2. Excellent 3. Average 4. poor How is food at Grill is’d restaurant? 1. Delicious 2. Tasty 3. Excellent 4. Good 5. Satisfactory Will you visit Grill’d restaurant again? 1. Always 2. Maybe 3. Never 4. It dependent 5. Whenever I get time. How can your rate the convenience at of Grill’d restaurants in terms of location? 1. poor 2. good 3. excellent 4. perfect 5. well-thought-out Are you satisfied with the interior arrangement of the restaurant? Yes…..No…..improvement needed…..somehow……… Are you satisfied with the design of the restaurants? Yes…… No…… I do not know…. May be….. For how long have you been a customer? 1. Only today 2. For a week 3. For months 4. For a year 5. For more that one year Are employees of the restaurant courteous? 1. Yes 2. No 3. Some how 4. I do not know What should be improved in the restaurant? 1. Operating hours 2. Quantity of food 3. Quality of food 4. Cleanliness of staff 5. Urgency of serving Will you recommend Grill’d outlets to a friend? Yes………… No……… Are you satisfied will general service in Grill’d restaurant? 1. Yes 2. No 3. Some how What would be your general remarks concerning Grill’d restaurants? …………………………………………………………………………………………………………………………………………………………………………… Thank for taking your time to fill out this questionnaire. Your cooperation has been highly appreciated. Bibliography Kumar, R., 2005, Research Methodology-A step-by-step guide for beginners, 2nd ed, Pearson Education: Singapore. Dawson, C., 2002, Practical research methods, UBS Publishers’ Distributors: New Delhi. Fifield, P., 2007, Marketing Strategy: The Difference Between Marketing and Markets. Elsevier/Butterworth-Heinemann: Melbourne. Handlechner, M., 2008, Marketing Strategy, GRIN Verlag: London. Hooley, G.J., Piercy, F.N., Saunders, J. & Nicoulaud, B., 2008, Marketing Strategy and Competitive Positioning. Prentice Hall: London. Read More