Solved: Rick s is a popular restaurant for fine dining The

owner

Rick’s is a popular restaurant for fine dining. The owner and chef, Rick Goetz, is pleased with
his success and is now considering expanding his existing restaurant or perhaps opening a
second restaurant. Before making his decision, Rick wants to find out more about his
competitive position. There are three other restaurants that compete directly with him on food
quality and price. Rick knows that his profitability depends on his ability to provide a satisfying
meal at the market price. His first step is to gather some information about his customers, using
an independent market research firm, which informed him that his customers were looking for
taste, comfort (the ambiance, service, and overall presentation of the food), and enjoyment (the
distinctiveness of the dining experience, a degree of excitement). He was surprised to find that
comfort and enjoyment ranked highest.

Next, he worked with his key wait staff and chefs to try to identify the three main components,
and related cost, of the service Rick’s provided:

Having the customer criteria and components, Rick now again worked with his staff to assess
how each component contributed to the desired customer criteria.

Required
1. Using the information Rick has developed, determine the importance index for each
component (menu and food preparation, wait staff, and food ingredients).
2. Compare your findings in Part 1 to the cost of the components. What conclusions can you
draw from thiscomparison?

ANSWER
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