Analysis of Asia Food Restaurant and Future Expansion

Memorandum

Date： January 29, 2011

TO: Mr.Jiemy, CEO, Asia food chain company

FROM: louis, marketing department employee

RE: Analysis of Asia food restaurant and future expansion in Richmond.

Annually survey report leaded by marketing department on the store distributions of Asia food in Richmond is end. Based on an online and offline survey, I precisely analyze and summarize the related data so that I can clearly present it to you.

As I said above, I propose you expanding not only the number but also the scale of Chinese food restaurant in Richmond. We could enhance the share of market and make many profits.

According to the situation of exiting Asia food restaurant, statistically, the number of Japanese food and Chinese food restaurant is almost similar. They account for as much as 20 % respectively. However, Chinese food is becoming increasingly popular. As can be seen clearly from the number of people eating food in Chinese food restaurant, which is 10,000 a week (53% of people twice a week). Chinese food restaurant is always crowded especially on weekend. Waiting for 10 to 15 minutes usually happened in the restaurant. Over 70% of guests think that it is acceptable. Actually, in reality, they should wait at least 20 minutes.

As a result of it, on one hand, facing the situation of emerging huge demand, we could expand the number of restaurant so that we can attract more potential guests. Also, the growing population of Chinese people living in Richmond highlights the shortage of Chinese food restaurant. Therefore, increasing the number of Chinese food restaurant is practical and accord with the demand trend of market. We can occupy more share of market and earn more profits. On another hand, As an Asia Food Chain Company built in 2001, we have rich operation experiences as well as customer’s brand loyalty. Once we decide to expand, we have to compete with various Chinese food restaurants. However, In fact, the majority of these...