Suite 303 Level 3, 147 King Street
SYDNEY NSW 2000
Phone. 02 9232 7397
Fax. 02 9231 4657
WHO HAVE WE CONSULTED FOR
LE CAFE PARISIEN
LE CAFE PARISIEN APPROACHED HBC TO ACHIEVE THESE OBJECTIVES:
- Maximise their profits
- Ensure good capital outlay
- Ensure the full vision for the business
- Improve customer satisfaction
Task :
After HBC observed the cafe over various times of the day and days of the week, work on a strategy was to be created to attract more customers and to find a niche market. Le Cafe Parisen needed to become known as a quality, value for money, casual French culinary experience. As the QVB is known for high end fashion, Le Parisien had the opportunity to match the clientelle with its class and style. Le Parisien's menu had to many offerings and the style of cuisine on the menu did not suit the business. Prices were too high and the menu needed to change. The interior felt dull and lifeless. Ambience and atmosphere needed to change. Addition of a wine rack, bread baskets, change of table settings and food displays would increase the visual attraction. Branding was very poor and a menu board needed to be added. Staff were inexperienced and unprofessional.
HBC Findings and Recommendations :
Le Parisien has little branding to mark its identity. The stores appearance needed improving to create a good first impression. Chocolate, cake and biscuits needed to be better laid out with more specific french produce. The Coca-Cola fridges were an eye sore and their position was changed. The liquor diplays were made more visible and wine racks were introduced to the floor to promote Cafe serves wine. Table service was improved cutlery was set on tables, water offered on arrival and complimentary fresh bread. Staff traning was improved focusing on menu knowledge and presentation of uniforms. The menu was changed and prices were adjusted to suit the quality of food delivered. A graphics package was created to brand the Cafe with menus, posters and marketing material.
Outcome :
Developing a series of promotions and supporting them maximised profits. The review of menu and products every 4 months and changing specials daily guaranteed customer satisfaction Continued staff training on a regular basis. maintained the quality and consistency of the product being served. We believe that in this seven week period of implementation of our strategy, we had an increase in customer satisfaction, an increase in covers and delivered better quality of food.
