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Positioning strategies
Description of the first restaurant
The first restaurant is Amber Capitol Hill. The restaurant is located in Washington, DC. The restaurant is highly rated in offering food, services, value, and atmosphere. In the restaurant, the Ambar Mezze is served at the cost of $ 28.00 upon seating. The Chef Delicacies are served at the cost of $10.00. it contains tomato/eggplant and Marcho Farms lamb. Fried chicken is served at $8.00. the chicken served is 24-hour marinated chicken breast. Another food offered on the menu is the Mushroom Crepe at the cost of $8.00. The restaurant also offers diverse vegetable and baked pies and flatbreads at affordable prices. The restaurant offers soups and salads such as veal soup at $6.00, Zucchini soup at $6.00, Balkan Salad at $ 8.00, and Apple Romaine at $8.00. The restaurant's menu contains various seafood such as Salmon, Grilled Shrimp, and Drunken mussels.
Description of the second restaurant
The second restaurant is Joe's seafood prime steak & stone Crab. The restaurant specializes in seafood in partnership with Lettuce. The restaurant is located in Miami Beach. The restaurant offers a wide range of fresh seafood complementing the world's finest Florida stone crab claws. Besides seafood, the restaurant has other famous side dishes, such as dinner capped with key lime pie slice. The restaurant offers ideal hospitality features with a timeless dining experience. Customer care and experience are demonstrated in service through warmth during customer care. The restaurant offers Manhattan clam chowder soup at the cost of $7.95. The restaurant serves salads such as Joe's Cole Slaw at the cost of $11.95, mixed greens at the cost of $8.95. Among other components in the restaurant menu include Appetizers such as spinach stuffed mushrooms, stone crabs and Shrimp, Crab, and Lobster.
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Positioning strategy of the first restaurant
The Amber Capitol Hill restaurant positioning strategy is based on price. The restaurant uses price as the primary tool in increasing its competitive edge against close competitors. Under this strategy, the foods offered by the restaurant are cheap compared to many other restaurants around. The lower prices attract many consumers willing to make dinner and lunch at reduced prices (Jenkins, 2015). The low price, however, is complemented with high customer experience. Reduced distribution and logistical cost in the supply of food materials enable the restaurant to offer high quality and low priced foods. Many consumers are sensitive to price changes. Many people will prefer to take meals in restaurants that offer quality foods at affordable costs. This positioning strategy allows the restaurant to attract many customers. By having a perception that a restaurant offers low prices, consumers are likely to seek services without asking the price of foods. Another aspect that enables the restaurant to offer price based strategy is the market gap.
Positioning strategy of the second restaurant
The second restaurant deploys the positioning strategy based on product characteristics. The restaurant is more associated with seafood. However, these are not the only foods served by the restaurant. Associating the restaurant with seafood attracts a category of consumers. The restaurant's branding is based on seafood. Many consumers of seafood are more attracted to consuming seafood from such a restaurant associated with seafood's than those with different branding (Jeng & Yeh, 2016)
A comparison of the positioning strategy used by each company
The two restaurants have deployed two distinct strategies in positioning. The two positioning strategies have different impacts on the performance of the restaurants. However, the positioning strategy based on price is more effective than the positioning strategy based on product features. Positioning strategy based on price attract many potential customers compared to the product positioning approach. The product positioning approach strategy is likely to attract a specific subset of consumers who are interested in the specific product a restaurant associates with.
Reference
Jenkins, W. Y. (2015). Marketing strategies for profitability in small independent restaurants.
Jeng, M. Y., & Yeh, T. M. (2016). The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews. Service business , 10 (1), 223-238.
