Menu at Mehfil Restaurant

Discuss about the Social Media Advertisements Of the Mehfil Restaurant.

Mehfil Restaurant is located in Auckland, New Zealand. The address of Mehfil Restaurant is 1/302 Te Irirangi Drive, Flat Bush, Auckland.

Figure: Location of Mehfil Restaurant

Source: (“Mission Bay”, 2018)

Mehfil  Restaurant creates an experience that blends the mouth watering Indian food with that of a great dining experience. It serves Indian dishes and its unique menu caters to a large large of customers. Beautiful location along with quality ingredient comes together in order to provide a memorable experience to the customers. The menu of Mehfil Restaurant comprises of appetisers, classics, lunch and deserts (Ryu & Lee, 2017). The appetisers of Mehfil Restaurant consist of Poppadom Platter, Chaat Papadi, onion bhaji and pakora. In the segment of classic, one can get Tandoori Chicken, Fish Tikka, Murg Malai Kebab and Dry Chilli Chicken. There are also Kid’s Deserts like Mango Khulfi, Galub Jamun and Hot Chocolate Fudge Cake. The beverages that are offered at Mehfil Restaurant includes Classic Martini, Margarita, Manhattan, Moscow Mule, Scotch Neat, Gin, Beer and Wine (Kraak, Englund, Misyak, & Serrano, 2017). The non-alcoholic drinks are also offered that is hugely popular among the kids like that of fresh lime soda, fauxrangina, ginger ale and cranberry.

The huge variety of meals and drinks that are offered make it a favourite among the food lovers.

Figure: Appetisers at Mehfil Restaurant

Source: (“Mission Bay”, 2018)

Figure: Staffing Structure of Mehfil Restaurant

Source: (Kraak, Englund, Misyak, & Serrano, 2017)

The owners of Mehfil Restaurant look after the aspect of finance and they are responsible for hiring the accountants so that they can take care of the accounting sector. They act as the ultimate decision maker and are responsible for directing the operations of the business (Ohri-Vachaspati, et al., 2015). They take an active role in relation to the operations of Mehfil Restaurant. They are responsible for the governance of the restaurant.

The General Manager is responsible for the business operations and they are responsible for overseeing the staff. They take care that the restaurant is kept in a good condition and make sure that the things function in an organised manner. They ensure that the daily receipts are taken care of and that the restaurant abides by the legal requirements (Tuten & Solomon, 2017).

The front house staff takes care of interaction with that of the kitchen staff. In the event of the restaurant serving alcohol they become accountable for serving the beverages. They report to the general manger of the restaurant.

The Executive Chefs are responsible in relation to the back house operation. They are responsible for hiring along with training the staff of the kitchen. They create the menu item of the restaurant and determine prices of the items of the restaurant.

Mehfil Restaurant is popular among the Indians on account of the distinctive Indian dishes that are offered at the Indian Restaurant and Bar. There are around 146,500 people in Auckland who are Indians and hence the demand for Indian food is very high in the region. It has been found that nearly two-third of the Indian New Zealanders live in this region. The target market of Mehfil Restaurant are people who are aged between 18- 45 years. Children visit the restaurant for the special dishes that are offered at the restaurant. They enjoy the appetisers and the deserts of the restaurant. The light dishes that are offered at the restaurant make it popular among those people who are health conscious (Hudson, Roth, Madden, & & Hudson, 2015). The prices of the items are convenient for people belonging to the middle-income group and there are some items whose price is as low as 6 $. The various kinds of items that are offered at Mehfil Restaurant ranging from appetisers to dessert make it attractive for the consumers.

Staffing Structure of Mehfil Restaurant

The business management style of Mehfil Restaurant is dependent on the democratic theory. The restaurant managers adopt a democratic style and delegate authority to that of the staff. This helps the staff of Mehfil Restaurant to become become responsible as they become aware of their individual duties. They will gradually learn how to handle the disgruntled customer and they would left with a sense of accomplishment in relation to their work. They will feel empowered and help in bringing more profit for the Mehfil Restaurant.

E-learning training has been introduced into the restaurant and interactive learning can train the employees adequately. The individual members of the restaurant are given role-specific training and the e-learning management system accommodates all the training needs of the employees of Mehfil Restaurant (Hudson, Huang, Roth, & Madden, 2016). The target completion dates of the courses are set rightly in order to prevent any kind of confusion.

Mehfil Restaurant has partnered with that of the online food apps that can assist in the process of marketing. The online food apps like Menulog, LazyAz, Food Ninja and Order Food have partnered with that of Mehfil Restaurant so that it can mutually benefit both the parties. It can encourage the visitors to check the restaurant with the help of customer loyalty programs that offer visitors discount or that of a free purchase after visiting the app a number of times.

Geo-targeted advertisements Of Mehfil Restaurants help in the process of saving money and it makes sure that users in only certain selected cities and within a particular radius would be able to see the advertisements (Kim, Koh, Cha, & Lee, 2015). It can help in the process of eliminating any kind of non-relevant click. These kind of targeting features can help in drawing a huge number of customers.

The social media is used in order to build the brand identity of Mehfil Restaurant. It  highlights images like that of people kayaking and farming in order to highlight the natural quality of the restaurant. Face book provides a great opportunity that helps in interacting with the clientele. Tabs have been kept on the Facebook Page that can attract people in visiting the eatery. The distinctive tabs on the Face book page of Mehfil Restaurant like photos, locations, deals and menu items are very enticing that can attract a large number of consumers.

E-mail newsletters provide a chance of celebrating the success of Mehfil Restaurant. New items can be discussed with the help of this platform and special discounts can be shared that can make the restaurant popular among the customers.

Lifetime value can help in evaluating the success of the marketing methods of Mehfil Restaurant. During budgeting of the campaigns the ideal customer relationship should be considered. It should be quantified how much the business would be able to make if the customer becomes a loyal visitor to that of the restaurant (Salleh, Hashima, & Murphy, 2015). Due to the process of social media marketing the customer can become a big fan of the restaurant and if he brings in friends then it can bring in huge amount of profit for the restaurant.

Target Market of Mehfil Restaurant

Customer Acquisition Cost that helps in determining how much it would cost for an individual customer can prove to be an important metric in assessing the effectiveness of the marketing procedures. On the event of being found that the acquisition cost is the same as that of expected lifetime value the marketing effort can become waste.

Return on Investment can help in evaluating the success of Mehfil Restaurant (Sweeney, Armstrong, & Johnson, 2016). The amount that was spent on each campaign should be measured against that of the profit. The overall measurement should be calculated and specific breakdown pertaining to each of the marketing initiative would be able to specify whether the campaign was successful or fell short.

Recommendations and Conclusion

1. a) Delegation of authority from the senior management to that of the staff helps the employees in becoming more responsible towards the customers. The business that is built on democratic theory can cater to the needs of the customer by satisfying their expectations (Hyun & Park, 2016). The participative form of management can assist in the process of consultation between the different teams that can help in identifying problem within the restaurant. The business can build relationships with the target market by the help of the menu that consists of a wide array of items. The different kind of meal offered is that of lunch, appetiser and dessert. The dessert that is specially made for the kids like that of Mango Kulfi and Fudge Cake helps in gatting the attention of the young population.
2. b) The guests want that the restaurants should have a loyalty program and the mobile loyalty app of Mehfil Restaurant would be able to draw a large number of customers. The partnership with different online food app like that of Menulog and LazyAz can help in increasing the number of visitors (Hsiao, Chen, Chang, & Chiu, 2016). Different discount coupons and deals that are provided on the online platform helps in increasing the consumer base. A large part of the target consumer group is that of the young people who visit the restaurant for the purpose of refreshment.

With the help of customer acquisition cost, Mehfil Restaurant would be able to determine profit in relation to the marketing procedures. All the marketing receipts in a particular year can be collected and the amounts can be added in order to gauge the cost of customer acquisition (Rhee, Yang, & Kim, 2016). Pay per click advertisements would be able to ascertain the success of the business and it can act as a great marketing channel on account of the low customer acquisition cost.

The number of followers on the platform of social media like Face Book would be able to determine effectiveness of the marketing methods. The comments and likes garnered on the popular platform can help in ascertaining whether the marketing strategy has been successful. Copy Testing can be taken recourse to in order to understand how target audience would respond to that of an advertisement (Parikh, Behnke, Almanza, Nelson, & Vorvoreanu, 2017). Feedback can be gathered from that of the target audience in order to judge whether the procedure of marketing has been successful. The test will be able to point forward whether the advertisements have been successful in meeting the standards of the company.

Marketing Strategies to improve relationship with customer

Offering contests can help in spreading words regarding a restaurant. An offline/ online contest can prove to be immensely helpful in the process of marketing of the restaurant. A contest can deepen the relationship with that of the customer.  User generated content can tap into the human desire and provide opportunity to people so that they can experience fame. In the event of the contest having a voting component the participants will share with the help of social graph and they would ask their friends to support the entry. These can help in the process of multiplying traffic to that of the site leading to engagement with the customers. A contest can be started within the physical restaurant and customers can share it via the online mode (Hanaysha, 2016). The customers can upload content over the social media and the contests would help in advertising about the restaurant.

Public Relations can be adopted as a strategy by Mehfil Restaurant in order to improve relationship in relation to the target market. The customers can be provided with coupons towards the end of the dining experience that can increase the number of repeat customers (Lo, King, & Mackenzie, 2017). The coupons can be pertaining to that of the free dessert or a discount on the next order. A loyalty program can be created in which the customers can be rewarded for buying a particular number of items. Special meals can be offered on the holidays or on certain nights of the week for the promotion of Mehfil Restaurant. Point system can help to strengthen relationship with that of the customer and advanced software can be made use of in order to track the purchasing pattern of customers. This kind of marketing of Mehfil Restaurant can help in increasing the profitability and improve the reputation of Mehfil Restaurant.

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