To differentiate Applebee’s from other restaurant chains
and to build customer loyalty (defined as return visits), management
wanted guests to experience a good time while having a
great meal at attractive prices. To achieve their strategic objectives,
management had to be able to forecast demand accurately
and to become familiar with customers’ experiences and
regional food preferences. For example, knowing which new
items to add to the menu based on past food preferences helps
motivate return visits. However, identifying regional preferences,
such as a strong demand for steaks in Texas but not in New
England, by analyzing the relevant data was too time-consuming
when it was done with the company’s spreadsheet software.
To differentiate Applebee’s from other restaurant chainsand to build customer loyalty (defined as return visits), managementwanted guests to experience a good time while having agreat meal at attractive prices. To achieve their strategic objectives,management had to be able to forecast demand accuratelyand to become familiar with customers’ experiences andregional food preferences. For example, knowing which newitems to add to the menu based on past food preferences helpsmotivate return visits. However, identifying regional preferences,such as a strong demand for steaks in Texas but not in NewEngland, by analyzing the relevant data was too time-consumingwhen it was done with the company’s spreadsheet software.
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