Marketing assignment on: Services of Mamak restaurant – Sydney

Introduction

            Services are intangible inherently. They are consumed simultaneously at the time when they are produced and they are unique as the offerings cannot be repeated in exact terms even by the same provider of the service. It is, therefore, necessary on the part of service providers to offer services to customers in an effective and efficient way so that the latter remain satisfied and content. Owing to the intangibility of services, the marketing of services is extremely important and challenging task (Hoffman and Bateson 2010). There is importance of relationships and retention of customers in today’s highly competitive environment where multiple service providers are competing for a limited pool of customers.

            There is stiff competition in the hospitality industry. Restaurants have to take care of their customers so that they remain attached to it and become loyal customers. It is desired to listen to the needs and desires of the customer and fulfil them to the best possible level. It leads to positive sales and word of mouth (Handlechner 2008).

            The report analyses the effectiveness of the current measures of quality, perceived measures and satisfaction by customers of Mamak, an Asian restaurant situated in Sydney, and relevant segmentation variables which is followed by the development of a realistic marketing strategy for the restaurant.

Mamak: An overview

            Mamak is an Asian restaurant situated in the heart of Sydney. The restaurant is very famous for its food among the city dwellers and serves basically Malaysian fast food. Mamak stalls have a café type look. They are well lit and provide a casual ambience to its customers. The food is affordable for locals and it serves as a place where people unwind or socialize with other people. The stalls at Mamak are open 24 hours a day and 7 days a week (Mamak 2012).

            The origin of Mamak stalls relate to roadside dining. Although the restaurants are becoming more spacious and bigger day by day, but this tradition of large number of stalls and eating roadside is the key feature of Mamak restaurant. The restaurant is quite famous in Sydney and witnesses a large number of customers daily.

Segmentation variables

            Market segmentation and the related product differentiation can lead to attainment of competitive advantage for the firms. It is used to attract right customers at the right place so that both the customer and the firm can be benefitted. Relevant segmentation variables for Mamak restaurant for its wide target market are as follows:

Geographic: The customers include all foodies who want to try different dishes belonging to a particular nation.

Demographic: It is a restaurant providing mid range meals. The starters range from $5-11.50, while the main course has the range of $14-20 (Mamak menu 2012). Customers of all age groups are targets of the Mamak restaurant. The main demographic segmentation is income. Mid-range dining is the key feature of the restaurant. Food-lovers who want to try Malay dish in optimal range are the targets.

Psychographic: Customers are divided according to their lifestyle, personality and values. The restaurant serves entire food range of Malaysian food from breakfast to supper. There is short and precise list of food ranging from famous Roti Canai, to mains, desserts and dishes (Mamak menu 2012). Therefore, it includes all the customers who want to dine at any specific time of the day.

Behavioural: The customer segment includes those consumers who refuse to compromise on taste and want to have a perfect experience of Malaysian cuisine. Delicious spicy Malaysian food is therefore executed well for the Malaysian and all other food lovers alike so that it is never the last visit of any customer at the restaurant (Mamak Press 2012).

Effectiveness of current measures of quality, satisfaction or perceived value

Customer expectations and perceived benefits: In Mamak restaurant, the service quality is related to the food attributes. It is in regards to the service given by the staff members to the customers. For instance, if the customer has ordered for the food that should be very hot, but it is delivered late due to which the food no longer retain its temperature, it leads to dissatisfaction among customers.

            Mamak restaurant makes sure that the expectations of its customers in terms of food attributes are met appropriately. However, the service quality has no direct relation to the dining intention or the ambience. Even if the floor of the restaurant is not clean, people prefer going there, even standing in long queues to get their order (Bakar and Farinda 2012).

            The staffs of Mamak restaurant are customer-friendly. The restaurant offers better services and there is provision of more conducing elements of operation. The potential risk in customer service is the attribute of cleanliness and hygiene. There is continuous rush at the Mamak restaurant which provides the staff very little time to take care of hygiene and clear the area.  But, the operating environment and the customer service have enabled the restaurant to attract a large number of customers at all periods of the day, thus, adding to the prosperity of the business. Emotional content is also very high for the restaurant. People usually go there to chill out with their buddies and consider it as a place where they can unwind and socialize (Bindloss and Brash 2008).

            Influences of consumer involvement and relationship of the staff with the customers create effectiveness in customer service. Friendly nature of the staff contributes to the increasing number of customers at the place. It is an example of personalized service as some of the waiters at the restaurant can remember the favourite food and beverage of customers dining in their restaurant (Bakar and Farinda 2012).

            The current measures of quality and satisfaction applied in the Mamak restaurant are assurance, which is one of the factors of service quality, and aroma, which is one of the food attributes. In businesses related to restaurant service, low level of service quality decreases the intention of the consumer to dine again at a particular place.

            Customers at Mamak are not so particular about the appearance or familiarity of the food. They rather want assurance that the quality of food is good and they just want a place to hang out with their friends. Moreover, the taste and the sensation of the aroma and flavour are difficult to resist by the visitors, thus making them stand even in queues to place their order. The queues are long and it consumes time, but the servings, service, quality of food and price make it all worthy.

Current strategies for customer relationships

The current strategies used to build strong relationship with the customer are responsiveness and empathy. Waiters at the restaurant are highly efficient as well as fast. They quickly serve their customer whenever they see the new one coming. No matter how busy they are, waiters always remain polite and friendly to their customers. Another strategy to build relationship with customers is empathy. Waiters empathize with their customers and provide personalized service. Waiters recognize their regular customers and even know their preferences (Bakar and Farinda 2012).

 They take care of the specifications given by the customer and make sure they adhere to those specifications. This results into the successful service delivery as there is influence of consumer involvement in the service delivery.

Marketing Strategy

            It is the fact that single and young people are driving the sales of the Mamak restaurant who meet their expectation of taste and a place to spend time with their friends. Talking into consideration the increasing competition in the restaurant business, following is the marketing strategy for Mamak restaurant targeting more customer segments.

Future Target Market Segments

            At present, the target market for Mamak is youngsters and single people. The future target market segment includes people of all age who are food and taste addict.

Product positioning

            Product includes other varieties of Malaysian food with a combination of Indo-Muslim cuisine for attracting large number of food lovers. Positioning statement will be as follows: For food lovers who want to take a ride to the world of Malaysian Cuisine, Malay Delight is the combo for selective famous Malaysian dishes involving Indo-Muslim flavour that will end your search of spicy taste.

Marketing Strategies

            In order to attract the new target market, appropriate marketing strategy is required. It includes promotion on site as the restaurant witnesses a large number of customers 7 days a week and 24 hours a day. Distribution of pamphlets regarding the new products and added spice to the existing customers along-with advertisement in local newspaper will attract potential customers. As the positive word of mouth has remained the key strategy of the restaurant to attract large number of customers, introduction of the new product with added flavours and spice on trial basis to the existing customers will generate a positive word of mouth advertising that will ultimately attract food lovers and addicts to land at the place (Zulhan 2007).

            Along-with this, introduction of membership cards will also present a good deal as the prices are low and mid-income groups are targeted more. Presenting combo offers from time to time will drive attention of customers. There should be opening of one centralized kitchen where there is full hygiene and the product will be distributed to other outlets at kiosks and shopping mall. This will solve the problem of hygiene in making food.

Customer relationship strategy

            With the advent of internet technology, more and more people are getting connected to the internet for online shopping. Considering this fact, there will be introduction of Wi-Fi service for customers along-with provision of home deliveries to certain kilometers. It will, thus, reduce the long queues and make the service even faster. Along-with handling customers, there will be proper attention to handling food i.e. cleanliness.

Recommendations for improvement

            There should be focus on hygiene and cleanliness as more and more people are becoming hygiene conscious today. There can be introduction of frozen food as it is gaining popularity, especially in Western countries. Along-with this, integration with information technology can solve the problem of long queues at the restaurant. Although, customers find these queues worth of the quality of food they are provided with, but with the introduction of wi-fi service and home deliveries, the place will become less messy and chaotic, that will surely increase the business by making more customers (Bakar and Farinda 2012).

Conclusion

            Mamak restaurant in Sydney is famous for its spicy food and sensation of taste among youngsters and single people who hang out with their friends. Customer service, friendly atmosphere and tasty food drive a large number of people to the place. However, there are issues of cleanliness and there are long queues of customers who want to place their orders. The perceived satisfaction of customer is high. Marketing strategy for future is suggested that can help Mamak restaurant to thrive in increasing competition in the industry.

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