Strength:

First of all, this restaurant provides a variety of different flavors for customers to choose and
it offers fried snacks and beverages at an affordable price. What’s more, the design of the
User Interface on the official website is so vivid that visitors would be attracted to stay on.
Finally, the layout of this restaurant makes people feel very warm. For example, the
container for food is a picnic basket and all the interior environment is decorated with brown,
earth tones color.

Weakness:
Despite all its strengths, of course, there is nothing perfect in this world. From what we
observed and experienced, Shine Mood Waffle has a relatively long waiting time, especially
during rush hours, and due to its small size, it can be somewhat inconvenient. This is caused
by the restaurant being understaffed. We noticed that they only have three people per shift:
one responsible for drinks, one for waffles, and one for taking orders. However, during peak
hours, we saw that three staff members were not enough, so sometimes we had to wait to
place our order. This weakness of the restaurant could lead them to lose customers, as
some may not want to wait even though they want to eat the meals.

Opportunity:
This restaurant and its other branches are next to schools, which could attract plenty of
students, the primary customer group, to have a meal. Also, youngsters like students prefer
to have sweet food and they could enjoy their meals, while killing time in the cozy place in
the afternoon. Besides, the competitors selling waffles around are not enough to cause a
threat for the restaurant. Last but not least, it’s very convenient for busy students to order
waffles or some snacks to take away when they have to rush to take courses.

Threats:
There are many similar restaurants around this area, so intense competition is considered a
major threat. Currently, there are three types of items on the menu: waffles, fried foods and
beverages. Some of the products, fried food and beverages face challenges from nearby
competitors. As for the fried foods, Mc Donald's and Mos Burger are way more popular. As
for the beverage, the adverse condition is similar but worse, well-known drink shops such as
50 Lan, Ching-Shin Fu-Chuan, KEBUKE and Milksha are all in the area.
The secondary threat will be the long queues during rush hours, especially at lunchtime, and
the crowd will overwhelm the restaurant, which will make the waiting time longer and the
main customer group, the students, will have to find a faster alternative to avoid being late
for class.

Summary:
In summary, if I’m the restaurant owner,I would increase the number of staff members during
peak hours to reduce waiting times and improve the customer experience. Then, I would
focus on marketing strategies to attract a wider customer base and differentiate the
restaurant from competitors. For example,I could take advantage of the warm, chilling
atmosphere to promote it as a great place to hang out with friends or study. Also, I would
reduce the menu offerings to focus on more unique and creative waffles to be competitive
against cafes and cover up all kinds of diverse tastes and preferences.