Case Study Garden Fresh Restaurant De

For Marketing Leadership Professionals
Client Choice topic may 13, 2008

Case Study: Garden Fresh eating place Delivers perpetual Loyalty
by Lisa Bradner with Jaap Favier and Evadne Cokeh

EXECUT I V E S U M MA RY
Garden Fresh Restaurant (doing business sector line as Souplantation/Sweet Tomatoes), a 30-year veteran of the allyou-care-to-eat restaurant business, lacks the rim to develop expensive guest loyalty and employee retention computer programmes. Instead, the company made trust respect and responsiveness to its diners and its employees its guiding business principle. By consciously embracing this principle over the commodious term, by making key business decisions in the place setting of this strategy, and by applying it equally to guests and employees, the company has succeeded in increasing sales, bring down costs, and creating brand fanatics inside and outside of the organization. SITUATION: LOW MARGINS doctor AVAILABLE LOYALTY SPENDING Garden Fresh Restaurant (GFR), owner of the more than 100-store restaurant chain marketed under the names Sweet Tomatoes and Souplantation, o?ers a fresh all-you-care-to-eat bu?et at sightly prices. The restaurant chain:

· Has a low marketing budget. GFRs guests visit the restaurant for fresh, wholesome food and

reasonable prices.



each marketing program has the potential to disrupt that brand mother by increasing the cost of that experience. Given the ?xed-price/low-margin nature of the business, flock Keane, president of Garden Fresh Restaurant, notes, We have to measure the results of every incremental marketing program and make sure were not better o? doing nothing.

· Relies on guest loyalty. borrow customers drive sales. But senior management didnt inhabit how

to retain good customers and drive repeat visits while preserving the low-priced business model, which provides both an attractive price point to customers and a competitive barrier to entry. A comprehensive loyalty program was not an option.

· Demanded much of its local...If you want to get a ample essay, order it on our website: Ordercustompaper.com



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