| Home |
 |
Writing in the World Projects |
|
Tracking Sales, Profits, and Customers: A Report on a Promotional Campaign |
|
The first Monty's Family Restaurant opened its doors in 1969. Since then, Monty's has grown into a solid regional restaurant chain with twelve locations. Monty's provides its customers with an affordable, fun dining experience in a family-friendly atmosphere. Dependable, fast service also makes Monty's restaurants ideal for businesspeople who want a relaxing lunch in under an hour.
Careful examination of every financial undertaking has helped make Monty's the success that it is. The company's executives have avoided expanding their chain too quickly, and they have resisted the urge to sell franchise rights to other owners. Instead, they focus on maintaining quality and profitability at each and every restaurant in the chain. They feel this approach is crucial to protecting and building Monty's brand name in the highly competitive restaurant business.
Monty's utilizes periodic promotional efforts to keep current customers coming back, and to attract new clientele. Usually the chain will test promotions in a smaller segment of their market. If the promotion proves successful, it is expanded throughout the entire chain. If not, it is discontinued. Whether a promotion is successful or not, the response it receives from customers is noted in detail, so the information can be used when developing future promotions.
Three Monty's restaurants have been selected as a test-market for the current promotional effort; all of them are in a single mid-sized city. Restaurant #1 is located near a large university campus. Restaurant #2 is downtown, and has a large business clientele. Restaurant #3 is located in a stand-alone building alongside a busy suburban shopping mall.
|