Menu of New Yorker Cafe
1. Chicken Cheese Burger (Double) TK. 110.00
(Chicken, with cheese, mayonnaise salad and fries)
2. Chicken Cheese Burger (Single) TK. 45.00
(Chicken, with cheese, mayonnaise salad and fries)
3. Beef Cheese Burger (Double) TK. 55.00
(Beef, with cheese, mayonnaise salad and fries)
4. Beef salad Burger (Single) TK. 30.00
5. Club Sandwich TK. 40.00
(Chicken, cheese, eggs, mayonnaise and salad)
6. Sandwich TK. 20.00
7. Chicken Pizza ( Big Size ) TK. 50.00
8. Chicken Pizza ( Medium Size ) TK. 30.00
9. Beef Pizza ( Big Size ) TK. 40.00
10. Beef Pizza ( Small Size ) TK. 20.00
11. Chicken Broast ( Double ) TK.120.00
12. Chicken Broast ( Single ) TK. 60.00
13. French Fries TK. 25.00
14. Chicken Bon TK. 30.00
PACKET LUNCH
1. Bhuna Polao TK. 35.00
2. Chicken Biriani TK. 45.00
3. Kacchi Biriani TK. 55.00
4. Plain rice with vegetable, chicken curry & daal TK.50.00
DRINKS
1. Coca-Cola TK.12.00
2. Sprite TK.12.00
3. Fanta TK.12.00
4. Lassi TK.15.00
5. Coffee TK.20.00
8. Tea TK.10.00
9. Juice s TK.25.00
(varies with types of fruit)
Interior decoration of New Yorker Café
Interior decoration does play an important role in the fast food shop. A shops image, reputation, sells & profits everything is very much dependent on the decoration of the shop. If the interior decoration cannot delight a customer there is a very less chance of keeping that customer for a very long time. This also includes the size of the space on which we are serving the customer. The size of the room has been justified in such a way so that at least as many as forty to fifty people can adjust themselves comfortably including all other things needed such as furniture & Fittings, reception, hand-wash place, common space etc. Therefore total space measurement estimated is a minimum of 600 square feet. It also includes the color of the walls, which will be lightly colored which will glow in the sparkling decorated light. This will make them feel relaxing so that they spend more time and consume more food which will increase the sale and incur more profit. There will be comfortable furniture’s and fittings so that people can get relaxed. Moreover, there will be Television & music system throughout the whole shop to provide maximum entertainment to the customer so that they will come to the shop again & again. There will also be fancy colored lights to create fancy in customers mind. This will have a psychological effect to customers and also have a ultimate relationship with sales promotion.
Pricing strategy of New Yorker Café
The amount of money charged for a product or service or the sum of the values that consumers exchange for the benefit of having or using the product or services.
Factor affecting pricing decision:
Pricing
decisions
Target costing:
Pricing that starts with an ideal selling price then target cost that will ensure that the price is met.
Fixed cost:
Costs that do not vary with production or sales lavel.
Variable cost:
Costs that vary directly with production or sales lavel.
Total cost:
The sum of the fixed and variable cost for any given level of production.
Pricing approaches:
New Yorker Café has a cost based pricing strategy and New Yorker Café pricing approach is.
Cost based pricing:
Adding a standard mark up to the cost of product.
Example:
Variable cost 10tk
Fixed cost 300000tk
Expected unit sales 50000
So manufacture cost:
10+(300000/50000)=16tk
Suppose manufacturer wants to earn 20% mark up. Then the mark up price:
16/(1-0.2)=20tk
Cost base pricing
Break even pricing:
Setting price to breakeven on the costs of making and marketing product on setting price to make a target profit.
Breakeven chart for determining target price
10 NEW INNOVATIVE IDEAS
- To increase the floor space of the café to accommodate extra customers as per the demand requirement.
- To introduce a new menu system which is self-explanatory to the customers and which is easier to understand.
- Introduce a much more aggressive marketing campaign in the advertising medias to let the customers know both the café.
- Create a much comfortable seating environment with new and innovative chair design.
- Introduce locally produced commodities like halim, and tehari which is much more easily accepted by the customers.
- Employ female waitresses who can be more attractive and pleasing to the customer.
- The café can introduce a jukebox, which can play music for the customer at the press of a button.
- The café can incorporate new and much more favorable ice-cream and chocolate commodities for the young customers.
- The Café can give free give items to all customers who come to the Café to increase the Café’s popularity.
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Finally the Café can give cash discounts to students and other stable customers to boost customer confidence.
APPENDIX
QUESTIONIARE
1) Do you like going to the fast food shop?
2) Which fast food shop you prefer?
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3) How many times in a week you go there?
4) Do you like spending time there?
5) What item you prefer most?
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6) Is the price there satisfactory?
7) Do you think there should be more facilities and attractions in your fast food shop?
8) What new things you think to be added there?
- TV
- Music System
- New sitting arrangements
- Vast floor space
- Well located
- All of them
9) Does it have well-mannered employees?
10) Should they add new items?
11) Does it have any kind of discount or gifts?
12) What about their service?
- Satisfactory
- Dissatisfactory
- Boring
