The Old Spaghetti Mill

I. Background

The Old Spaghetti Mill is a large restaurant yet limited menu will be serving to the

customers. It is located near crossroad where several other east-west and north-south roads

converge in what had been small country known as Appledale some 30 years before. While

its country nature disappeared, the name remained and now Appledale contains a number of

stores, restaurants and service businesses.

The restaurant is owned by Tri-State Restaurant Incorporated and controlled by Ray

Osborne and several members of his family.

The Old Spaghetti Mill is known locally, is a one large story building that had once

housed wt grant store. It contains a parking lot in front with easy access to Appledale road.

Aside from these, there is a medium sized lobby with coat racks, restrooms, and a hostess

station that can be seen and use by the customers.

Different tables are set properly inside the restaurant. It was arranged according to the

number of people that will eat at the restaurant.

There is a little demand for large parties so that the tables and chairs will be setup and arrange.

II. Objectives

1. To serve the customer with excellent service

2. To meet the needs and wants of the customers.

3. To gain more profits in order to franchise expand its operation

4. To encourage more customers to eat by giving them top quality dishes

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5. To serve healthy foods that is affordable for the customers.

III. Mission – Vision

Mission

Our restaurant want to meet the needs and demand of our customer by giving

them excellent service, quality dishes, and an state of the art experience in our

restaurant, being known as a premiere restaurant in the country.

Vision

Our restaurant will operate continuously for the benefit of our customers. We

want to be part of the lives of every customer by giving them quality and good

service. We will provide what they want to have in terms of quality dishes, giving

them the trademark that will last in their taste of searching for our world class dishes.

Our restaurant will be known as a world class provider of world class dishes that will

be loved by locals as well as the foreigners in our state.

IV. SWOT Analysis

Strengths

Old Spaghetti Mill is one of the big restaurant in the city with so many

opportunities can be grab in order to be more successful.

The location of the restaurant is another factor to attract more customers.

The cost of the food is very affordable and cheap. It can afford by many

people

It is a child-friendly restaurant.

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It is also a place for fun to relieve the stress of its working-customers

during the night.

Weaknesses

The menu are limited so customers don’t have options to choose another

kind of meal that can be eaten

The restaurant used only little advertisement and promotion

The Old Spaghetti Mill had no innovation for the place.

There target market focused only to kids or young people and not aware to

the change of customers

Some places inside the restaurant are not regularly use because of

changing of the likes of the customers.

Opportunities

Expansion of the mill and opening of another branch in other cities.

Wide varieties of menu

Possible merger with other big companies

Entry to additional products

Opportunity to increase the price of the meal

Threat

Changing of likes of the customers

Economical problem

Threatening of new entrants

New technology arise to threaten the business

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Increase competition from other restaurants

V. Marketing mix

Product

Old spaghetti mill is a large restaurant yet serving limited menu to the customers.

Its main dish is spaghetti which clearly shows the corporate name in it, Old Spaghetti

Mill. The list below is the list of limited menus in the old Spaghetti mill.

Dinner menu

Appetizer – antipasto Dinners

Shrimp Cocktail Spaghetti with Sauce (1)

Soup du jour Meat sauce

Meat balls

Desserts- Clam sauce

Mush room sauce

Ice cream Onion § garlic sauce

French pastry tray Ravioli

Tortellini or spumoni Cannelloni

Beverages Fettuccini Alfredo

Coffee tea milk so drinks

House vintage wine carafe: Beef

Small- large- Sizzling 12 oz. prime t-bone

Beer domestic Sizzling 10 oz. Sirloin

Imported Chopped steak w/ Mushroom sauce

Cocktails mixed drink

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Price

The price of the menus of the Mill is quite affordable in terms of their spaghetti dishes,

but for other dishes, it is expensive for some beef dishes. This makes the Mill focused on

its main dishes ignoring the rest of the dishes. Below is the price of the menus in the old

spaghetti mill.

Dinner menu

Appetizer – antipasto $ 3.50 Dinners

Shrimp Cocktail 5.00 Spaghetti with Sauce (1) 3.75

Soup du jour 0.70 Meat sauce

Meat balls

Desserts- Clam sauce

Mush room sauce

Ice cream 1.50 Onion § garlic sauce

French pastry tray 2.00 Ravioli 4.25

Tortellini or spumoni 2.50 Cannelloni 4.95

Beverages Fettuccini Alfredo 4.95

Coffee tea milk so drinks

House vintage wine carafe: Beef

Small- large- Sizzling 12 oz. prime t-bone 9.95

Beer domestic 1.50 Sizzling 10 oz. Sirloin 7.95

Imported 3.00 Chopped steak w/ Mushroom sauce 5.95

Cocktails mixed drinks Salad bar only 2.95

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Place

Place is one of the 4 p’s that is important in putting up a business because finding the

right location of the business is one of the main factor on how to attract more customers.

The place is near at the cross-road and it is easy to access.

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Promotion

Promotion is another important if you want to have more customers because it is give

ideas about your product and it is give information about the promos or discount of the

business.

Advertisement is little for the Mill. There are little promotions. They just simply knew

about the mill from referral or recommendation, limited TV or radio promotions,

signage’s.

VI. Marketing analysis

a. Target market

We target two market segments: Individual adults and Family groups that are the

biggest income generating market for the Mill.

b. Market segment - the mill use the Demographic segmentation in segmenting their

customers.

Age

The Mill serves individual adults. As to individual adults, age range from 26-38.

Family Size

The Mill Serve family groups consist of about a father, mother and 1-2 children.

Life Stage

The Mill noticed that new groups arise in terms of customer they served. This is

younger couples, older married couples, and groups of 4 or more adults.

c. Marketing positioning

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Old spaghetti is a casual dining restaurant that serves delicious food to the customers. It is

a restaurant dining that everyone can afford to eat because the price of the food is much

cheaper and affordable to other restaurant.

VII. Designing marketing plan

Product

Changing the name of the restaurant, from Old Spaghetti Mill to Silverado Café.

Additional menu

Sandwiches and Burgers $ 1.45

Pizza $ 0.50 per slice

Beverages $ 1.75

Pork Dishes $ 6.65

Price

The price of the spaghetti will remain as it is. But the price of the beef and pork

dishes price’ will be decreased for some amount in order to level it with the price of the

spaghetti. This will make the restaurant offer different primary product lines in terms of

spaghetti and beef and pork dishes.

Place

Additional renovation and expansion of the restaurant

Additional playground will be added in the restaurant for the children. VIP

customer’s lounge also will be added for some private affairs of family, or

even for some company meetings.

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Promotion

Advertisement for the restaurant using mass media

Discounts and promos will be available for customers of the restaurants

during weekdays for better sales on their beverages. During weekdays,

they will offer package or bundles of beverages for a cheap price rather

than buying it on a per bottle basis.

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There will be advertisement that will be made on TV, especially in

evening time where families gather together to watch TV. There will be

also additional signages on the way to Appledale to promote better the

new restaurant.

Additional fliers will be given to persons in public places like bus stops,

waiting areas, public transport for better promotions regarding their dishes

and discounts given.

VIII. Conclusion

Old spaghetti mill is a fine dining restaurant that needs to innovate and renovate in order

to be more successful. It is a restaurant that copes with the changes that internal and

external factors brought about. Changes are part of everyone’s life. The Mill undergoes to

this process of changes that will benefit for the success of the restaurant. The 4P’s being

vital to the success of the restaurant gives the management of how they can fully manage

and contribute to the success of the restaurant as well as the satisfaction of its customers.

The restaurant must undergo the renovation and innovation process to continuously grow,

because in food industry giving the needs and wants of the customers is the most

important in order to continuously attract more customers.

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