Zuni Café
Background information
Zuni café’s foundation was in the year 1979. Billy West invested ten thousand dollars in establishing the restaurant. The café is located on Market Street in San Francisco, California, in the USA. The hotel was named after one of the native Pueblo peoples of Arizona and New Mexico, as Billy resolved to call it (Zuni Café np.). At the start the café occupied only a narrow storefront of the trilateral 1913 building, the restaurant has presently taken over the whole building. The menus back then were inspired by cookbooks Diana Kennedy, and Elizabeth David. In 1987, the café started showing growth by extending to the rest of the building; this made Billy contract Judy Rodgers to become his associate (Zuni Café np.). Judy having capable prowess in the industry from her experiences, she contributed so much to the growth where the hotel made significant progress. In 2002, the hotel gained solemn national approval, in 2003, the published Zuni café cookbook won the award for the outstanding restaurant in the country. Gilbert Pilgram later joined in 2006 as the executive manager and the restaurant till to date uphold Judy’s perfectionism and her perception of honest, contained, seasonal food. The humble foundation of the café and its great booming creates a great sense of delight for its analysis.
Situational analysis
Internal environment
Gilbert Pilgram runs Zuni café with the support of his chief chef Nathan Norris. With a team of experienced chefs such as Annie Callan who heads the pastry department and its loyal staffs, some of whom have served I the restaurant for decades. The staff team in the Zuni café includes the cooks and waiters. According to Tanis, the delicacies prepared by these dedicated team of cooks have made the restaurant to be the first suggestion you were given by San Franciscans” if you happened to ask for a restaurant recommendation (n.p). The esteemed waiters offer outstanding services to all the customers who vary in their social statuses.
Political factors: the restaurant has been able to keep up to the legislation and all the shifts that regulate operations of the business in the city. With this, they are up-to-date with all the factors, including tax policies, labor laws, and the tariffs operating in the country.
Economic factors: they are those that can hinder the business from achieving its objectives, the positive consumer behavior and the availability of workforce in San Francisco has contributed significantly to Zuni café’s growth
Technological factors: technology is being used as a tool to keep a business in the pace with the recent competition. Via incorporations of this, Zuni has been able to communicate with their customers with ease and has aided in the marketing and also has formed a platform where customer’s feedbacks are reviewed to help improve the business. Technology has also made the purchase process of the required inputs much easy and has simplified the mode of document handling.
Customer environment: the café has been able to capture the attention of most people by their prowess of preparing the delicacies which contribute to more customers. The pricing is well managed to cater to all the status of people. The reviews customers give regarding the café are also impressing showing an excellent level of contentment from the services offered by the café staff at large
SWOT analysis
Strengths: customers have significantly reputed the restaurant through good reviews. Most tantalizing delicacies and pocket friendly. The restaurant offers high-class services to its customers who always revisit back. The restaurants’ capability to use technology in its functions has been splendid, Zuni has been marketing its services through leading social media platforms which have mainly distinguished it from the other cafes in the town.
Weaknesses: the café has not been able to expand to another region in the country; it also faces competition from other businesses in the same food industry. Struggle to achieve raw material.
Opportunities: from the large number customers Zuni café has the potential to open up more branches and still flourish, there are high chances for them to extend their menu to cater to a broader range of customers. It also stands as an opportunity for global recognition.
Threats: uncertainty in economic conditions which result mainly from political aspects, it is highly twined around the agricultural sector; thus, if the farm sector is hit, the café will also lack supply. Most foodstuffs have shorter decay periods.
From the above-identified outcomes, Zuni café still stand a high chance of growth and even exceed the rate of many other restaurants competing with it, with the main strengths at hand, they form a base for any business to expand. Enough workforce from self-motivated workers promotes growth vastly.
Marketing goals and objectives
The main objective that Zuri café is to take is to open two more new branches; this step will be in need to offer the services to customers across other states. The measure will also see the profit rise by a margin of 10% within the first year of implementation. Secondly, Zuni will look forward to adding at least ten new international recipes; this is aimed to target the tourism sector. By this, Zuni will open job opportunities which will absorb in potential workers. The addition of international recipes will also increase the number of international customers that Zuni serves when they visit San Francisco. Zuni plans to implement further technological services in their restaurant. This will hasten the customers’ ordering and payment processes. This will boost the customer serving process efficiency by 16%.
Marketing strategy
The consumers will be segmented on their geographical location, taste, and preferences. They form the target market of the company regardless of their different attributes. It is imperative to focus on a specific group of consumers and meet their needs. Besides, it is vital for the restaurant to position itself by providing quality products to the consumers. To realize the set objectives, Zuni will survey the states fit for the expansion of the restaurant; it will contract local advertising companies to put on billboards and posters to inform of their upcoming new branch, the restaurant will also organize with the local media to air some commercials related to the opening of the branch. The prices on the main dishes will be revised. By so doing, a reduction of 5% will be induced; this will see that Zuni remains at the forefront of the competition. Consecutively, the management will design a methodology that will be rewarding to customers; this will include offers like a free dinner for families that have been loyal customers, and at times offering services at half the prices mostly during holidays.
Within the market field of all food and beverage dealing firms, the Zuni restaurant has the capability and potential to emerge as the strongest among all. Putting all the resources and expertise to work is soon supposed to bring them to the competition with the globally recognized restaurants considering their cookbook is one of the most used recipes in some of these big restaurants. The dream of the founders and pioneers of the restaurant must be upheld and realized each day.
Works cited
Tanis, David. Zuni café at 40: Still a Home for the Ecletic. The New York times, [online] Retrieved from https://www.nytimes.com/2019/03/01/dining/zuni-cafe-burger.html accessed on 2 May 2020.
Zuni Café. History., zunicafe.com/history/.14 June 2016. retrieved from