Sales Revenue and Seasons Affect on Salt Restaurants

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Research Methods for Business (Fall 2015) sec. 01

Sales Revenue and Seasons affect on Salt Restaurants

Faculty: Dr Vandana Savara

Learner: Ahmad Almheiri

ID: 200007860

Salt is a company established in 2010 by Amal Almarri and Deem Albassam. Two Emirati businesswomen who decided to turn the tides in the food industry. With on of the most attractive concepts ever to be introduced in the UAE, they were able to conquer the hearts of the people. They came up with the idea to have a food truck that is moving around the UAE; instead of having a fixed location. One of the marketing schemes that made a buzz for the restaurant is the limited availability of the restaurant in one location. If somebody wanted to eat from the restaurant he must find it first! Hence the Instagram name was @FindSalt. Nevertheless, as the restaurant fame started to grow the owners had to fixate their shops; hence, the demand has increased massively. Now they have 5 trucks located at specific location across the UAE and the demand is enormous. One major problem that occurred as the founders decided to have a fixed location was a sudden decrease of sales during specific seasons. This Research is aiming to present a meaningful explanation to as why such decrease of sales occurs. And secondly, we will try to resolve this problem by establishing a new approach to the sales department. We shall aim to survey some of the customer’s visiting the trucks locations, using online survey systems, and recommending and resolution to the problem.

Table of Contents

1. Background and Introduction
2. Literature reviews
3. Data collection
4. Finding and discussion
5. Discussion
6. Conclusion and recommendations

Background and introduction

Description of the Problem:

Salt, after establishing the new branches 2 years ago, seems to have fluctuated the sales of the trucks. The fluctuation is so steep that two main branches, in Dubai and Abu Dhabi, actually survive by the sale acquired off seasons, which is during the winter. The winter sales, which are from November to March, are estimated to be three million emirates dirhams, while it is estimated at 1 million dirhams in summer, which is from June to September.

Research Objectives:

1. we will try to identify all the variables affecting the sales.
2. Face to face interviews with Customers approaching the restaurant.

Research Question:

To find out the reason for sales revenues fluctuating very hard during the periods of winter to summer in Dubai and Abu Dhabi braches?

Literature reviews:

According to Higuera in his research the restaurant has the highest fluctuation rate in regards to the business. And his research is an excellent example of how such a business industry has its ups and downs. The Food industry is a very competitive market hence it is the easiest market to enter. Nevertheless, staying in such a market is very competitive.