Investigate repositioning the restaurants

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Reference no: EM133530275

Question: Across the street from the main entrace of 200 King Street East, is a restuarant called Butter Chicken Roti. The 201 King Street East location is one of several stores in the franchise. Details about the organization can be found on the company web site

The franchisees who run the several Greater Toronto Area locations are very disappointed with the head office. All the locations are experiencing lower sales than they anticipated, and they want the head office to do something. There have been some negotiations with the franchisees and the head office is not prepared to lower the fees each location pays monthly for branding / advertising and promotions. One of the solutions, which the company put forward to the franchisees was to investigate repositioning the restaurants to try to capture the interest of the customers in their target markets.

You have been hired as a Marketing Research consultant to provide advice to the head office on what they could possibly learn from doing Primary Marketing Research and from obtaining Secondary Market Research.

Please be specific and provide some examples of what the Restaurant could learn from Primary Market Research - give 2 well explained examples

Reference no: EM133530275

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