With these three factors in mind, the “high-energy” restaurant concept
began to change, with less emphasis on alcohol consumption and more emphasis
on food sales. Menus were researched and rewritten. Music selections
were changed, and the volume levels were reduced. Also, more emphasis was
placed on service. In the end, the restaurant concepts evolved to meet the needs
of ever-changing consumer tastes. Even the most successful concept will not
be successful indefinitely. If the operators of these restaurants had continued
to sell their product-service mix, they would not have been successful. Instead,
they were sensitive to the changes occurring in the marketplace, especially
within their target market segment, and were able to adapt their product service
mix to meet the needs of consumers. They found the key to successful
marketing: recognizing trends and being ready and willing to make
necessary changes to ensure continued success.