Maketing Bagel Essay Example
Maketing Bagel Essay Example

Maketing Bagel Essay Example

Available Only on StudyHippo
  • Pages: 9 (2415 words)
  • Published: September 7, 2017
  • Type: Case Study
View Entire Sample
Text preview

The aim of this project is to create a new relationship between customers and waiters in the restaurant industry. Instead of being formal, our goal is to make customers feel happy and valued. To achieve this, we will use the gaps model of service quality proposed by Valerie A. Estimate, Mary Joy Bitter, and Deanne D. Griller in their services marketing strategy chapter. We will analyze the market thoroughly to understand how our company can operate effectively within it. One advantage we have is that bagels are not commonly found in Colombia, so people already have a liking for them. As part of our marketing class project, we conducted a survey on people's preferences when dining out at restaurants and gathered insights on Crepes and Waffles – our competitor. Our research will be divided into three steps: assessing breakfast preferences in crowded settings, evaluating socio-economic status, and determining a

...

wareness and perception compared to Crepes and Waffles. Additionally, gathering information about customers' knowledge of our product is crucial for success.The second step in the project involves identifying customers' preferences for eating out, which encompasses aspects such as service quality, waiter behavior, and product cost. This step specifically focuses on the restaurant's service. The final step is to gather feedback on customer preferences for Bagel products, including flavor combinations, bread preferences, and enjoyable eating experiences. This feedback will help clarify customer preferences.

Overall, the objective of the project is to offer a friendly, unique, and exceptional service to each customer while building strong relationships and consistently delivering satisfying experiences. To achieve this goal, the company plans to sell and produce high-quality Bagels that are not widely available i

View entire sample
Join StudyHippo to see entire essay

Colombia. They also aim to innovate by providing a range of food options and experiences to their customers.

Bagels & Bagels aims to create a fresh dining experience in Bogota centered around these new Bagels. They strive to establish a close connection between customers and employees by offering a comfortable space with friendly service for breakfast enjoyment. Additionally, they prioritize each customer's experience by checking their well-being, meeting their needs, and warmly acknowledging returning visitors through excellent service from wait staff.

Bagels & Bagels is committed to ensuring customer satisfaction by providing high-quality food, particularly bagels that leave customers feeling fulfilled and happy.Bagels & Bagels offers a unique experience for customers to customize their bagels. Unlike typical American breakfast restaurants, they aim to create a welcoming environment that encourages customers to stay longer. Their main focus is on expanding their presence in Bogota, Colombia's primary market for breakfast restaurants. Their goal is to distinguish themselves from other establishments in the area by providing excellent customer service and introducing a new product that adds value and creates a competitive advantage.

This new product is a traditional bread made from wheat flour with a distinctive hole in the center. Before baking, the bread undergoes brief cooking in water, resulting in its dense texture and slightly crispy outer layer. The necessary ingredients for this bread include instant yeast, brown sugar, water, salt, bread flour, and baking soda.

To prepare the dough for the bread: combine yeast with sugar and water in a large bowl; then add salt and flour.Knead the mixture for 5-7 minutes before allowing it to rest for 2 hours in a copper bowl.Transfer the dough onto a cutting board

and shape it into balls of desired portions.After resting them for 5 minutes each ball is turned into rings with holes at their centers whose sizes are adjusted according to preference.The bagels are placed on a tray dusted with corn and wheat flour, repeating this process as needed. They are covered overnight before being baked at 450 F after preheating an oven. To prevent them from touching each other during baking, they are individually placed into boiling water mixed with baking soda. The bagels should be boiled for a total of 2 minutes, 1 minute on each side, until firm. Carefully remove them from the water and let excess water drain for 1 minute. Place the bagels on a prepared pan with flour and immediately put the pan in the oven. Bake for 15 minutes, then turn the tray 90 degrees and continue cooking for another 5 minutes or until brown. Allow the bagels to cool for 30 minutes before cutting.

MISSION, VISION, VALUES MISSION Bagels &Bagels is a Colombian chain of restaurants aiming to create a unique dining experience and establish strong customer relationships by providing innovative cooking techniques and highly qualified team members.We strive to sell and serve top-quality Bagels.VISION Our vision is to become Colombia's most innovative company in the breakfast restaurant market while maintaining exceptional customer service standards."VALUES: Our top priorities are to build strong relationships among our employees and ensure customer satisfaction.We promote honesty, respect, love, loyalty, and commitment, creating a pleasant environment where customers feel comfortable.

The bagel has a well-documented history dating back at least six centuries. It is believed to have originated in Poland, although there are different

theories regarding its origin. One theory suggests that the bagel was brought to Poland from Germany during the 14th century as part of a migration flow. German immigrants introduced pretzels to Poland, which later evolved into a round roll with a hole in the middle known as an "obwarzanek". Bagels have written records dating back to the 14th century.

During Lent, Queen Jading made the choice to eat browbeaten instead of more luxurious breads and pastries she usually indulged in throughout the year. While this choice may seem modest compared to Marie Antoinette's infamous remarks about cake, it is important to note that browbeaten during that time was not yet the inexpensive street food that bagels would become later on.

Lent has always been a period of deliberate deprivation for devoted Christians; however, what qualifies as "deprivation" varies depending on one's perspective. The queen's choice of expensive wheat bread was actually quite costly considering most Poles could only afford cheaper rye flour breads, making white wheat bread a luxury reserved for the wealthy. Browbeaten was primarily consumed by princes, nobles, and individuals of lower social status but not typically by those who were poor.One theory suggests that bagels were created in 1683 by a Viennese baker as a tribute to King Jan Skives of Poland, who had successfully defended Austria and Poland against invading Turkish armies. The shape of the dough was crafted into a circle resembling a stirrup or bugle, which is known as "bagel" in German, to honor the king's fondness for horses. In 1610, the statutes of the Jewish community of Crow first mentioned bagels, allowing them to be given as gifts to women

who had given birth, midwives, and those present at the time. Bagels originated in Eastern Europe as affordable and convenient snacks that could easily be carried around. During Purim festivities in the 19th century, variations made with milk, eggs, and almonds were exchanged. It wasn't until Jewish immigrants from Eastern Europe arrived in the United States in the late 1800s that bagels were introduced there. As a result, bagel bakers began striving to establish their own union. This effort began with the formation of a benevolent society for bagel bakers in 1907 but evolved into a union due to an influx of younger and more radical immigrants after World War l. Between 1955 and 1984, advancements in transportation allowed bagel bakeries located outside New York City and even beyond Los Angeles to distribute their products nationwide. Over time, changes were made to the dough recipe and flavors were added; furthermore, bagels started being packaged in plastic bags before being frozen and shipped off to grocery stores across America.During the shift from local to national distribution, bagels transformed from a generic product to a branded commodity. The industry experienced significant growth during this time, attracting individuals from diverse backgrounds due to low entry barriers. H&H Bagels, famous for its New York-style bagels, has been owned by Herman Tort since the sass era. Immigrants from Egypt and Thailand were primarily responsible for hand-rolling bagels. In the sass decade, the market saw rapid expansion with the introduction of bagel-steaming equipment by chains, franchises, privately held companies, and publicly traded companies. However, there was a shakeout phase in the mid-sass period where some of the fastest-growing companies faced substantial

losses. Following World War II's Holocaust event, American Jews had conflicting emotions towards bagels as it represented their European heritage but also reminded them of immigrant Jewish culture. Bagel innovations are particularly attractive to new consumers without prior loyalty to a specific type or brand. By incorporating various elements such as size, shape, flavor toppings, stuffings and serving platforms or carriers,a wide range of combinations and unlikely hybrids can be created.The original frozen bagels made by Lender's weighed an average of two ounces in the past, but in modern times bagel sizes range from three to over five ounces. Currently, there is a variety of bagels available including cocktail minibagels and oversized party-sized ones that resemble tires. Coos has introduced square-shaped "squall" bagels as well. The options for bagel flavors, toppings, and fillings have greatly expanded from traditional choices like poppy seed and pumpernickel to include numerous options such as cranberry granola and pain cola. Bagels have become more popular than bread, pizza croissants, and tortillas as carriers for these toppings and fillings. There are also hybrid bagel products like the "bagatelle," "bragger," "pretzel," "fragile," and "flagella." The menu includes classic items like the pizza bagel along with unique creations like the Unholy Bagel filled with cream cheese. Additionally, there are special bagel products such as bagel chips, bird-friendly bagels, dog-friendly bagels, and even bagel bones for humans. The distinct taste of bagels is captured in other products such as rice cakes flavored like a bagel or matzoth. In addition to its culinary uses, the significance of the bagel goes beyond that; it symbolizes East European Jewish culture while also being quintessentially New York. It

has even become a symbol of American identity worldwide, including in Israel. Based on the SWOT analysis conducted on this business venture, it possesses several strengths.The business has strong relationships with employees and customers, who appreciate their product knowledge and bilingual skills. They are also known for offering innovative products. However, there are weaknesses to consider, such as facing strong competition in the market and potential customers lacking sufficient knowledge about what the business offers. Accessibility to their services may be limited, and they may lack reliable background experience in an expanding market.

Despite these challenges, there are opportunities for growth. By targeting foreign visitors interested in trying authentic American food, the business can attract a new customer base. Additionally, capitalizing on breakfast's importance among teenagers could prove beneficial. They can establish themselves as leaders in this niche market while offering lower prices than competitors.

However, there are threats to be aware of as well. Direct competition from establishments like Crepes and Waffles, Dunkin' Donuts, and Archive's poses a challenge. Ensuring consistent high quality of their bread products will also be difficult due to the abundance of bakeries in Colombia.

To gather data on breakfast restaurant preferences in Bogota, Colombia, an online survey was conducted involving 80 individuals aged between 15 and 40 years old with an average age between 19 and 25 years old.
The majority of respondents were female (57.9%) and belonged to socioeconomic strata 4 (followed by strata 5 at 24.05%). In relation to the restaurant "crepes and waffles," which offers similar products commonly consumed in America, respondents were asked if they had ever visited this establishment. Surprisingly, 97.4% answered yes while only 2.6% responded negatively

(equivalent to two people), indicating that a significant portion of the population in Bogota have visited this particular restaurant.

Furthermore, respondents were questioned about their frequency of visits for further investigation. The findings revealed that 47% of individuals visit more than once per month, while 46% visit less frequently and only a minority of 8% visit once per week. These statistics indicate a significant potential market for establishments of this kind.

Additionally, the survey inquired about respondents' familiarity with bagels. It was discovered that58.7% responded positively whereas43.59% were unfamiliar with bagels.This suggests that bagels are not widely recognized in our society,making them a unique productthat may be well received bythe Colombian people.

Regarding market share, Colombia is currently experiencing growth both economically and in its international relationships.Colombia has transformed into a culturally diverse country with people from all over the world.Between 2001 and 2011, the number of international arrivals in Colombia grew at a rate of 10.3% annually, which is three times higher than the global average of 3.4%. This growth reflects Colombians' increasing interest in exploring different cultures. Recently, there has been a new trend in Colombia where more people are choosing to have breakfast at restaurants, which was not common before. This shift indicates a rapidly expanding market that has been influenced by the United States and Europe, who introduced this dining behavior to Colombia. Crepes and Waffles, a leading company with European influence, currently operates over 100 restaurants across seven countries worldwide. It is important to note that Colombia ranks third in Latin America for restaurant attendance, making it an important market. In Bogota specifically, 6% of restaurant-goers belong to the highest socio-economic classes (5

and 6). However, as a new competitor in this challenging market, establishing a strong presence will be difficult for Bagels. Currently, our market share is only 1%, equivalent to one billion pesos. Bagels is struggling to gain traction due to well-established competitors like Crepes and Waffles and Archive's who currently dominate over half of the market share especially in the breakfast restaurant category. To effectively compete with these establishments, Bagels acknowledges the need to identify its advantages.
The main objectives of Bagels & Bagels are to achieve public recognition and build a reputable reputation within the market. This is just the starting point for the company, but there is potential for growth beyond this initial stage. Once these initial objectives are accomplished, Bagels plans to expand its presence even further. The primary goal is to become a strong rival among breakfast restaurants in Bogota, Colombia and be recognized as the prominent restaurant offering this unique product in the region. By achieving these goals, Bagels aims to be acknowledged as a leading representative of this product in Colombia. Ultimately, their aim is to establish a solid connection between the restaurant and their product similar to how Crepes and Waffles successfully approached their own product and brand image previously.

Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New