Authentic Cuisine

The economic downturn has affected how restaurants are marketed. Marketing campaigns of the 1980s were aimed at image and status. Since most of today's consumers, even those in the upper-income strata, are dollar- and value-conscious, price and value will be the key marketing concepts of this decade. Another recent change is the increased emphasis on creative, high-impact marketing promotions that generate restaurant traffic and increase guestroom occupancies.

It is hard times but influencing consumer perception is critical for restaurants that not only sell food but also treats or snacks or beverages. Competition is fierce in this category; and innovation and marketing are paramount for survival. Even though customer traffic has slowed, consumers haven't stopped buying good food.

2.0 Situation Analysis Overview

There is a lack of quality Jamaican restaurants in the Charlotte North Carolina area. As a result of, many Jamaicans and potential customers who enjoy eating Jamaican food are forced to settle for eating what they can get from surrounding restaurants who attempt to cook the food and other people are forced to bring back a little of frozen Jamaican food after their visit in the country. Differentiating ourselves from other Jamaican and island restaurants will give us the ability to effectively compete on the food and pastry side of the business with the already entrenched competition. Sales are brisk and in-line with projections. The dining in and delivery services side of the business will be rapidly accepted by the local community as many people are using their phones to search for nearby restaurants especially with from universities in the surrounding areas. Students nearby love to gather for lunch and dinner, also the local business people love to stop by for a quick bite and check out what the restaurant atmosphere is all about.

Market Summary

Authentic JA Cuisine will be located in the beautiful Charlotte, NC area. The diverse population makes this area an ideal location. The city is known for its Southern hospitality and forward thinking attitude.

SWOT Analysis

This area covers the restaurants strengths, weaknesses, opportunities and threats and should be read carefully so you can vision the success of the restaurant and any possible bottlenecks

Competition

Authentic JA Cuisine doesn’t have much Caribbean restaurant competition in the area, however, there are other American restaurants that offers food in the same price range who are all considered competitors as well.

Product/Service Offering

The restaurant will be offering delicious authentic cuisine from the island, prepared the same way it would have been cooked to create a sense of being on the island. Lunch,