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healthfare餐厅报告
A Report On Healthfare Restaurant
我们组选择的研究是healthfare餐厅。我们选择了这家公司，是因为他们的创新理念，帮助他人成为健康和社会责任。公司的核心目标是提供营养的，新鲜的，但健康的食物，是一个绿色生活的领导者。公司的使命，凸显了他们的投入和一系列的精彩的膳食选择。还帮助客户减轻或保持体重，符合健康和可持续发展的价值观，为客户提供一个优质的服务和产品。核心产品是新鲜的，新的，健康的，绿色的生活方式。他们提供了这一通过，一个健康的，新鲜的，负担得起的餐的选择，将保持其客户满意。
The company that our group has chosen to research is called Healthfare Restaurant. We selected this company because of their innovative ideas of helping others to become healthy and socially responsible. The company's core objectives are to provide a nutritious, fresh, and yet healthy meal choice whilebeing a leader in a green lifestyle. The company's mission statement highlights their devotion to the highest quiaity of ingredients with a wide range of exciting meal choices. Also helping customers lose or maintain satisfactory weight while honouring their values of wellness and sustainability.
The HealthFare restaurant, provides a great service and product to its customers.The core benefit's Fresh, new, healthy, green, Lifestyle. They provide this through, a healthy, fresh, affordable meal choice that will keep its customers satisfied yet not bloated at the end of the meal. The products that they serve are a assortment of healthy food served throughout the day. For breakfast you can have, a quick bowl of oatmeal to a meal such as a egg white omelet. For lunch and dinner there's choices anywhere from a simple chicken salad to a wonderful Roast beef & swiss. The menu consists of 29 food items and 7 drinks. The ease of getting to the products is as simple as looking at their website and calling in to pre-order your meal or it can be delivered in their hybrid car. To ensure that you have the perfect healthy meal they give lots of options on how to check what meal will best suite your life, some of the options are.
A computer that lets you add your data (body mass index, weight, height, age and sex) this then calculates how many calories and gives you a suggestion on what meal you should pick.This computer program has been looked thoroughly over by health experts and chiefs to give you the most balanced nutritious meal you can get.
Price 价格
HealthFare Restaurant is currently setting their price as a penetrating price strategy this as described by in the book means, that they are setting their price low to increase awareness of the product and increase market value and sales. The target customers are the healthy more active citizens of the community and are between the ages of 18 and 30 so their price has to reflect that type of lifestyle as well. A lot of their customers are early in their life this means they don't have as much capital to be spending eating out. HealthFare notices this and has a price that is very affordable for anyone that's a student to a high class lawyer to a fast food worker. The competition around them is very little but its strong. Subway would be their biggest competitor for healthy food because of their big add campaigning they do. But HealthFare is still cheaper or on par with their prices which makes their price as well competitive in their business environment they are in. Another competitor would be booster juice because of their smoothies and healthy sandwiches they make but their price is exceptionally high making it more of a "high" end smoothie bar. The one part that sets HealthFare apart from its competitors would be its style of restaurant its not fast food which are the major competitors in the market and their prices are lower than that of a average restaurant. Swiss Chalet sells a average entree salad for $10.00 HealthFare will sell you that same salad for $6.50, which also makes them competitive in the dine in part of the competition as well.
Place 空间
HealthFare restaurant has two current locations within Edmonton, Canada. The first location is on the south side located at 10865 - 23 Avenue, this locations is within four blocks of Spa Lady Fitness Club, Heritage Lane Chiropractic and Massage Therapy, La Beaute Bella Spa Club, and a few other fitness clubs. This really gives it a competitive advantage because of their customers that they look for. Being a healthy style restaurant their big customers will be the more active people of the community and what better than to place a location right near a big location of fitness, spa and luxury clubs.
The second location is at Downtown 10279 Jasper Avenue. The location here is in a really nice neighborhood and has a lot of the art style places around it such as the brand new art center that's within a few block and beside it is the bounce studio. As well its near the bay LRT system and a few major hotels. This location is also ideal because of its location in the middle of downtown and being so close to a LRT bus rout it gives a major convenience for its customers to go in and have a fresh and healthy meal.
Promotion 促销
HealthFare promotes its services very nicely through their website and their Radio commercials they put out. The website itself is very nicely displayed with lots of fun flash features that make it very interactive and not boring with their menu listed and everything you need to know with very noticeable features that make guiding through it a fulfilling and frustration free process. The radio airs for Healthfare are brief and to the point as well they were only aired for about a month this was at the release of their new store (south side location) although it didn't give much detail on what the place was about it gave enough information to get the listener curious about what it was all about and investigate. Their last promotional activity they did was through media. HealthFare has had a few interviews over T.V stations such as Global, City TV and Shaw TV these interviews and reviews about HealthFare are as well listed on their website and create a very nice awareness on what is going on and who and what they are about.
Segmentation
Geographic
Health Fare has two locations so far in Edmonton, Alberta, Canada. The cities metro size is 500,000 - 1,000,000 in population, density is rural and the climate is in the prairie region.
Demographic
The main demographic for Health Fare are people between 18-45 years of age, both male and female. A family size of 1-4, single or married with kids. Because Health Fare is reasonably low in price, an income of $10,000-$100,000 is the main range. People of all occupations are known to go to Health Fare for a healthy meal, because the restaurant is place in such a convenient professional business location downtown by many professional buildings, schools and shopping centers, Health Fare is open to anyone. There is no particular ethnic group that Health Fare caters to, although the food they serve is mostly Americanized. The main generations you would see in the restaurant would be from generation X and Y.
Physiographic
All classes of people whether it's lower to upper will dine at Health Fare, mostly middle class. Health Fare is not an expensive fancy restaurant, but addicting enough to make people want to come back for more and more. Because of the great healthy-lifestyle impression people get, people will always be coming back for a satisfying proportioned meal. The personalities you see inside the four walls of Health Fare are outgoing, athletic, ambitious and positive. All of the great personalities can be credited to the healthy lifestyles people choose when coming into Health Fare. It is a place that puts a smile on your face and leaves you feeling great and completely satisfied, building a strong relationship with the customer and making you want to come back for more.
Behavioural
Many first timers at Health Fare are looking for something refreshing, quick and easy. On the go where they can run in, get a quick meal and continue on with their day. The fresh, full of life experience they receive in such a small amount of time will leave them coming back on a regular occasion. The attitude towards the products they buy and test for the first time always have a positive and enthusiastic. The user status is medium-heavy for the people who work around the Restaurant because it is so convenient and leaves a positive, lasting impression.
The company strategizes through new technologies, as well as the new “go green/be healthy” attitude that many people are turning to in order to live a positive and more energetic lifestyle. Health Fare has decided to take advantage of the changes in the world from fast food to healthy food, and incorporate a new style of high technology in order to capture an attractive new style of restaurant and feature new advances in the world today. Because of the new technological advances and healthy movement in today's society, many people are siding with Health Fare and becoming part of the healthy living society.
Because this is the technological age in the world today, Health Fare has a huge advantage in a much larger demographic than most small chain restaurants. Most people these days are attracted to new high ends of technology which makes this market more desirable and captivating towards a large group of people. The strategy that Health Fare uses by not only adding computer software to help someone pick the right healthy choice for them but also using recycled tables, chairs and being environmentally friendly throughout the rest of the restaurant helps target many environmentally conscious proactive people as well.#p#分页标题#e#
C.
The main target market for Health Fare are younger people 20-30 years of age, environmentally friendly, healthy or for people who are looking to change their lives and become more healthy and have a better, positive, happier outlook on the environment and their selves.
D.
Why should you buy this product?
The overall positioning strategy for Health Fare is “more for less,” a healthy, satisfying, refreshing and complete meal in return for a low price. Although, the food is not the only good thing you get for your buck. You have the ability to use high end technology that picks the right meal choices for you, sit in an environmentally friendly atmosphere and leave energized and refreshed with a more positive outlook on life.
Social Responsibility
Health Fare is known for trying to improve peoples' food choices and life style by providing healthy food. There is also a section about the environment on their website (http://www.healthfare.ca); they are also informing their customers on how to be socially responsible. This information on how they are practicing their “Green” movement is taken from their website:
“They use a hybrid car for delivery. Here are some “Greens” inside the restaurant: they use take out containers made from recycled materials; their chairs are designed by BMW and made from recycled plastic and aluminum; the board they use for the ceiling, counter, and bench were made from a unique material called sorghum, using the stalks that were previously burned as waste material; tables were made of reclaimed wood from Alberta; the lightning bulbs they uses are low-wattage, which lets them save up to 75% of energy consumption; they also use tank less water heating, which reduces 50% of energy consumption; the flooring inside their restaurant is made with organic oil and other environment friendly pigments, without any toxic chemicals or harmful VOCs”.
Healthy food choices are the main focus of Health Fare restaurant, but they are also constantly trying to improve on their research to be socially responsible. They strive to take a leadership role in the “Green” movement not only internally, but they've managed to extend it outside their own walls by using a hybrid car. It's another reason why they differ from other from other companies, and have a potential on becoming a large, successful company.
Summary 总结
Health Fare has been successful as a leader in the “nutrition” specialty when it comes to innovative restaurants within the Edmonton communities. It achieves this standard by targeting the health conscious demography for all ages and income levels, no matter the occupation, gender, social class or personality characteristics. It utilizes the strengths, weaknesses, opportunities, and threats of its micro as well as macro environments. This was evident in its internal approach to the societal trends and challenges presented by such factors as politics, technological, and environmental to name a few. The marketing mix was strategically incorporated by the use of the “four P's”, product, price, place, and promotion. By understanding their target market, Health Fare weaved these tools into their use of pricing, promotional advertising, the core benefits of the products, as well as the convenience in locations of their restaurants. They have also been successful at informing their customers on how to be a socially responsible citizen through the use of hybrid delivery vehicles, and recycled materials for their containers and furnishings.
References 参考文献
Philip Kotler, Gary Armstrong, Peggy H. Cunningham. (2008). Principles of marketing. Toronto: Pearson
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