University Market

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University Market
There is a problem because Kathy Kelleher, manager of Bentley’s wanted to keep
the market open to everyone. But everything seemed to be targeted toward the
student and faculty at the University of Arizona. What is the critical question?

The critical question is if she wanted to provide a facility that would appeal
to all why is Kathy Kelleher putting so much effort into exposing the University
market to Bentley’s. This is the basis for the problem because Kelleher had
neglected to offer specials or other promotional items to attract people other
than the university crowd. What are the critical factors? 1) Pleased to see many
students seated throughout the restaurant due to a current advertisement in the
local newspaper. 2) Promoted a University of Arizona student/faculty dinner for
$5.95 from 4:00 to 6:00 daily. 3) Students dismissed Bentley’s in the past
because it was out of their price range. 4) Kelleher wanted everyone to feel
comfortable in her establishment, and thought it was time to expose the
university market to the restaurant. 5) The overall sales mix was 80 percent
food and 20 percent alcoholic beverages. 6) Kelleher made her mission statement
very clear. "We offer a little bit of everything for everyone. The last thing

I want to do is limit the market to one particular group." 7) Kelleher decided
to offer two separate menus beginning in August of 1988. 8) The dinner check
average was $17.00 including beverages. 9) Front-of –the house employees were
unhappy because they had to serve more customers to make the same amount of
money. 10) The chef and cooks were less enthusiastic since they considered the
lower price additions to the dinner menu to be incompatible with the overall
concept and not worthy of their attention. 11) Lunch service was discontinued on
weekdays in early 1989 after covers plummeted by 75%. 12) Management blamed the
decrease on the construction on a former parking lot, which had previously been
used by the restaurant guests. 13) Lunch customers were unable to park and went
elsewhere. 14) Kelleher eliminated significant overhead by closing during the
day. 15) Averaged 100 covers Monday to Wednesday. Averaged 125 covers Thursday
and Friday Averaged 200 covers Saturday and Sunday. Averaged 300 covers for

Sunday brunch. 16) Management attempted to fill the slow periods by offering
dinner for two for $11.95 on Monday. 17) Advertising was directed toward
different markets during different seasons. 18) Tucson television channel 13 has
awarded the establishment with 4 stars. 19) Kelleher spent a lot of time
visiting competitors in order to identify new ideas and trends to implement at
her restaurant. 20) Comment cards were distributed as a means of monitoring the

Bentley’s experience and comparing it to the competition. 21) As an incentive
to complete the comment card a random drawing awarded a complimentary Sunday
brunch for two. 22) Results from the comment cards rated the menu and service
very high. 23) Customers requested less expensive menu items. 24) Spends a
considerable amount of money on a large arrangement of flowers for the
entranceway and fresh flowers for each table. The flowers confused customers
since they assumed that the restaurant was out of their price range. 25)

Originally initiated the cut-rate specials as a means of reaching the price
sensitive market. 26) First time customers were surprised they could afford

Bentley’s if they timed it correctly. The conditions for solution 1) If they
invest in a parking lot then they would attract more lunch customers. 2) If they
advertised their outside bar to the surrounding businesses then they could
attract people after work for a drink at the end of the day. 3) If Kelleher
offered $5.95 specials to all customers during off peak times then they would
attract more people outside the university. 4) If they invested in artificial
flowers they would have money to put somewhere else. She could increase wages
for the angry workers that have to work twice as hard. 5) If she is really
trying to attract tourists then she could offer a discount for persons who show
an out of state ID card. 6) If she chose a particular market to target then
there would more likely be a higher rate of success. 7) If they continue to
offer specials then they will more likely develop an ongoing relationship with
customers. 8) If they continue to have good food and service then people will
refer their friends and family. 9) If Bentley’s had a new concept with light
meals, relatively low prices, good service and

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