Philippine E-Journals

An Assessment of Marketing Strategy of All 4 U Unlimited Grill and Shabu-Shabu in Vista Mall Sta. Rosa, Laguna

Niña Angelica P. Bicaldo | Arianne Mae B. Holgado | Erika M. Malalis

 

Abstract:

This study assessed the marketing strategies of All 4 U Unlimited Grill and Shabu-shabu in Vista Mall, Sta. Rosa Laguna. It also determined the demographic profile of their customers, the effectiveness of their marketing strategies, the restaurant’s Unique Selling Proposition (USP) and lastly, the problems encountered in terms of their promotional strategies. This descriptive study applied both qualitative and quantitative analyses as data were gathered through interview and survey. Based on the findings, All 4 U Unlimited Grill and Shabu-Shabu uses the best product, place, and people as their advantages in promoting the restaurant. Company employees, families and ages 19-28 were the most frequent customers. It was found that: 1) Company employees were more likely to eat at All 4 U Unlimited Grill and Shabu-Shabu because the establishment is located near Techno Park, business establishments, and subdivisions; 2) Individuals between 19 to 28 years old and married people were the most frequent customers of All 4 U Unlimited Grill and Shabu-Shabu because they have the capability to afford the dine-in experience of the restaurant; 3) Female customers were found to be the most common customers of the restaurant; 4) Management always ensures that the product it offers is always presentable and fresh in order to satisfy the guests; 5) The customer increased rapidly because the location is accessible and convenient to customers; 6) Discount rates and special packages are used through word of mouth and social media; 7) Restaurant staff provide an excellent and consistent customer service; 8) Offering “cook your own concept,” discounted price, and different soup base are known to be the Unique Selling Proposition of the establishment; and lastly, 9) through word of mouth, more people know about the All 4 U Unlimited Grill and Shabu-Shabu in Vista Mall, Sta. Rosa, Laguna. The researchers recommended that the restaurant should: 1) keep the ingredients fresh and presentable to continue attracting more customers; 2) restaurant staff should continue advertising the restaurant and updating customers through word of mouth and social media; 3) management should retain an excellent customer service to give a remarkable experience to guests; 4) consistency of the service upon entering and leaving of the guests must be maintained; 5) restaurant staff should always have a suggestive selling and continue discussing the given time of two hours; and lastly, 6) the researchers recommend for the restaurant to have an additional product for the satisfaction of guests.