Williams Case

MKTG 221 Practical Applications in Marketing

MARKETING CASE: WILLIAMS COFFEE PUB

William’s Fresh Café

By Justine Baltazar

Prof. Christine Oldfield

June 4, 2012

-------------------------------------------------

Background

Williams must find the best way to expand his business for it to grow. Determining where this growth should occur is the challenge. A lot has changed since 1993 and this food chain must come up with ways to keep up with the current trends and the needs of today’s target market.

-------------------------------------------------

Analysis

Strengths:

1. The stores are placed at busy locations such as near the shopping malls in Ontario cities and towns, many Ontario colleges and universities, and near the harbor spot. This means that these places get great traffic and is perfect for luring customers into their stores and brand awareness.

2. They have an amazing quick service design, which caters to their customers who have limited time to eat.

3. Williams offer a competitive price point of lunches from $5 to $8 and breakfast items from $4 to $7. This price competes with all fast food chains and is a price range college and university students can afford.

4. Another strength the stores have is the fact that they serve healthy food and there were findings that students like the idea of a relatively healthy lunch at a good price. The demographic is also skewed to women and outside research shows that women are more health-conscious and are more likely to eat in healthier restaurants than fattening fast-food chains.

5. Quick service restaurants are currently getting more business than full-service restaurants. This means that the Williams restaurant chain’s product offerings are in-tune with today’s consumers.

6. They picked up on the trend of having Wi-Fi in their stores. This way, they can attract business people that want to have meetings or work independently on their laptops while having a coffee. This is...