Market Analysis: 801 Chop and Steak House

Market Analysis: 801 Steak & Chophouse

Jordan Stanley

March 6, 2012

Organization & Marketing Mix:

801 Chophouse is a steakhouse located at 801 Grand Ave in Des Moines, IA. It was first established in 1993. The goal was to create a unique and historic feel while serving the best local food around. They have accomplished this goal by creating a great dining experience (signature leather booths, granite counter tops, high ceilings, cherry wood furnishings, and dramatic lighting) with a 1920’s New York steakhouse feel. They feature local aged only USDA Prime Beef, Birkshire Porkchops, Maine lobsters along with the freshest seafood and vegetables available. Each week they do their best to offer fresh and unique offerings. They also offer an award winning wine list which includes 1,500 wines to choose from.

Due to the premium products and great dining experience, 801’s prices tend to be more expensive than most restaurants in the area; average meals costing upwards of $100.00. They also only serve dinner. The uniqueness of the restaurant gives them a niche among other steak restaurants in the area. To further exploit and promote their restaurant, 801 uses five of the six promotional marketing elements including: advertising, direct marketing, internet, sales promotion and publicity. I will go into more detail later on.

The general manager of 801 Chophouse is Damon Murphy. Damon has been the GM for the past five years and has done his best in creating a memorable experience for every person that walks through the door. He has definitely played a prominent role in all aspects of the organization since he has been in charge. There are also 25 other employees there to help in creating this one-of-a-kind experience. These employees are experienced and understand all of the products. If requested by the customer, the employees will bring out and thoroughly explain each cut of meat, and then request a choice of wine that best suits a...