KYOTO JAPANESERESTAURANTYIFU ZHANG, HEE JIN CHO, WENXIN ZHANG, XIAOWEN BAO TBUS 320

BASIC INFORMATION• Owned by Hong (Korean)• Since 1997• South Tacoma Village Shopping Center• 8722 S Tacoma Way, Lakewood, WA 98499• No online website

BASIC INFORMATION(CON…)• Japanese restaurant• 10 employees (3 full-time)• Monday ~ Friday : 11AM – 10PM• Saturday ~ Sunday : 12PM – 10PM

OWNER’S INTERVIEW• Target all-age-group. Especially

Asian,50% retired people,

• More training, better service

• Improve restaurant based on

feedbacks from the customers.

• Mouth-to-mouth advertising

• Renew the menu every one year

• Low motivation of employees,

high cost of supplies.

KEY PROBLEMLack of customers during lunch time on

weekdays

EMPLOYEE INTERVIEW• Keep food fresh and keep the environment clean• Be kind and patient to customers• Busiest hours: Monday-Thursday at 5PM ~ 8 PM

Friday-Sunday at 12PM ~ 2PM and 5PM ~ 9PM• More waitresses are needed during busy hours• Most customers are regular customers• Need more social media advertising• Ask customers about feedbacks to improve

CUSTOMERS INTERVIEW #1

Lucy (20s):● Find Kyoto restaurant from her co-

worker● The food is outstanding● The ambience was incredible● The waiter was very attentive● Slow in serving the dishes● The price is bit high● The quality of to-go box is great

CUSTOMERS INTERVIEW #2

Heather (60s):● Find Kyoto restaurant from her

friend● The atmosphere is really cool. ● The menu has a lot of selections

besides sushi, but no spicy choice on the menu.

● No special offers at lunch time, a little expensive

● The quality of to-go box is great

CUSTOMERS INTERVIEW #3Celeste (30s):● Find Kyoto restaurant on Yelp● Ambience is nice, a great

place to meet someone● The food is awesome, the

sides are delicious● Really busy on a Sunday

night, plenty of guests & plenty of take out customers

● Sometimes have to go to the cashier and pay

CUSTOMERS INTERVIEW #4

Avalon (40s):● Find Kyoto restaurant from his

classmates● The koi pond was awesome to

look at and listen to.● Waitress sometimes takes wrong

orders. ● No special offers, higher price

than other restaurants ● The dishes was very pleased, the

tea and sides were very good.

CUSTOMERS INTERVIEW #5

Scot (20s) :● Find Kyoto restaurant by

chance● Service was friendly and

prompt.● The food was fresh and

delicious● The sushi bar is attractive● The atmosphere is too quiet● No special offers, high price● The location is easy to find,

enough parking lot

CUSTOMERS INTERVIEW #6Jesse: (30s):● Find Kyoto restaurant from

his co-worker● Service is slow● The sushi is utterly delicious● No special offers, always

regular menu.● The atmosphere was great,

the koi pond was awesome● Enough parking lot● The quality of to-go box is

great

CUSTOMERS INTERVIEW #7

Christina (50s):● Find Kyoto restaurant

from his friends● Service was attentive

and courteous● The food is tasty and

reasonably priced. ● The environment is

relaxing and fun● Menu was organized

terribly, no special offers

OBSERVATIONAL RESEARCH● The decoration is Japanese style

(koi pond, tatami)● The environment is clean and

comfortable. ● The quality of the to go boxes are

pretty good. ● Open work area (Sushi bar)● The light was gentle.● The outside look is old. ● Enough space for parking● Long wait-time during dinner time

COMPETITOR ANALYSIS

● Lunch special (buy 1 get 1 free)● Great deal (Military discount)● Toppest rate sushi restaurant

nearby on yelp● More types of rolls, but only

sushi for the whole restaurant● Rough environment, small size

store (food court), no sushi bar● No website, but facebook page● No waitress

Sushi Niwa

COMPETITOR CUSTOMER’S INTERVIEW #1Kim:● Find Sushi Niwa on Yelp● The service was fast and

accommodating.● The atmosphere was noisy

and rough● The lunch special is a great

deal● The price is reasonable● Bad quality of sushi.● Slow in serving the sushi

COMPETITOR CUSTOMER’S INTERVIEW #2

Remylynn:● The atmosphere was

noisy and rough● The staff is friendly, but

no waitress● A wide variety of sushi● Good price, great deal. ● The slide is monotonous

compared with other restaurants

SWOT ANALYSISStrengths: A wide variety of dishes, Good tasting of food, clean and comfortable environment, attractive decoration, customer loyalty, good location, large space for parking

Weaknesses: High price, no special offers,no social media advertising, no online marketing, lack of full-time employee, low quality of service, slow in serving the dishes

Opportunities: More Asian customers, new lifestyle, positive American economic trend, reach out to potential customers via social media and online marketing

Threatens: Increasing cost of supplies, stronger competition with competitors, raising minimum wage

RECOMMENDATIONS● Set up the restaurant’s

website (FB, IG, Twitter…)

● Daily social media updates

● Put an advertising board outside the restaurant

● Hire more full-time employees instead of part-time employees

● Apply more professional training to employees

● Provide feedback card with each bill

RECOMMENDATIONS● Supply special meal for the

lunch time● Daily photo of specials (FB,IG)● $1 off with each social media

share● Sushi happy hour● Provide reward stars collecting

activity● Provide discount coupons with

each bill● Give discount to seniors and

students during lunch time● Cooperate with the supermarket

nearby

Questions?

Thank you!