This consulting services project was completed in conjunction with my MBA marketing course requirements. The purpose of the project was to research the casual dining industry and make recommendations on how the Italian Oven could better compete within their market.

1. Italian Oven:
‘Expanding the Consumer Base’
Submitted by:
Joseph Giarmo
March 4, 2009

2. Execution of the Consulting Service Project
PEST-C
Executive Summary SWOT/LCVP
Evaluation Opportunities
Budget Recommendations

3. PEST-C: Political/Legal
• The Fair Labor Standards Act
• The Labeling Education and Nutrition Act
• The Employee Free Choice Act
• The Safe Food Enforcement, Assessment,
Standards, and Targeting Act of 2008
• Ignition Interlock Laws
• Immigration Reform Laws

4. PEST-C: Economic
• Industry overview & trends
• Market size & trends
• The effects of the recession
– Industry demand
– Industry revenue

5. PEST-C: Socio/Cultural
• Trends in consumer demographics
• Consumer behavior
• Consumer motivation
• Casual dining industry trends

6. PEST-C: Technological
• Data security
• Foodservice equipment purchasing
• Technology in the restaurant
– Wireless headsets
– “Pay-at-Table” terminals
– E-learning/E-training
– Gather customer feedback
– Online order/registration
– Beverage management technology

7. PEST-C: Competitive
• Trends in casual dining competition
– Menu innovation
– Carryout/takeout service
– Price competition initiatives
• Competitors identified
– Applebee’s Neighborhood Grill and Bar
– Ruby Tuesday Restaurant
– Red Lobster Seafood Restaurant

8. SWOT/LCVP
Opportunity Threat
Vulnerability
Leverage
Strength
Constraint Problem
Weakness

9. SWOT
• Specialty Italian Cuisine Location
Strength • Brand Equity Customer Service
• Lack of Marketing Price
Weakness • No Full-Service Bar Website
• Develop Diversity of Food
Opportunity • Become “Economically Friendly”
• Economy
Threat • Cheaper Restaurant Alternatives

10. LCVP
• Brand recognition as Italian restaurant
Leverage • Ability to provide the “total” value offer
• Limited restaurant appeal to certain market segments
Constraint • Inability to create value
• Price vulnerable
Vulnerability • Vulnerable in trying to maximize sales profits for fiscal year
• Losing market share in the future
Problem • Restaurant lacks appeal to certain market segments

11. Opportunities
• New Flavors Menu Customization
Menu Innovation • Combination Meals Healthy Cuisine
• Curbside Service
Takeout Service • Innovative Packaging
Price Competition • All-You-Can-Eat Combination Meals
Initiatives • Smaller Portions Value-Driven
Online Restaurant • Interactive Websites
Technologies • Online Ordering

12. Recommendations
Redefine the Italian Oven Brand
Redesign Redesign
Redesign
Italian Italian Italian
Oven Oven
Oven
Logo Website Menu
Implementation: In order to redefine the brand, our recommendation is to
utilize the talents of Central Michigan University art students through the senior
capstone course ART 472.

13. Recommendations
Create Value for Customers
Specific
Create Implement Offer
Nights for
Menu Late Night Portion Value
Combos Specials Varieties Offerings
Implementation: In order to create value for customers, our recommendation is
to re-evaluate the Italian Oven menu and consider creating and introducing the
above mentioned menu items.

14. Recommendations
Implement a Fully Functional
Take-out Service
Purchase
Assign Promote
Hand-held
Take-out Take-out
Pay
Waitstaff Service
Terminals
Implementation: In order to implement a fully functional take-out service, our
recommendation is to restructure the current take-out operations to include the
above mentioned features.

15. Budget
• Redefine the Italian Oven brand
• Create value for customers
• Implement a fully functional take-out service
– Please refer to page 68 in the report for a full
budget breakdown

16. Evaluation
Redefine the • Qualitative Customer Surveys
Italian Oven
• Website Visits
Brand
• Sales Numbers
Create Value for
Customers • Guest Counts
Implement a Fully
functional Take- • Sales Numbers
out Service

17. Q&A