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Kelly O’Bryan’s Restaurant’s Marketing Mix Case Study

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Updated: May 4th, 2021

Place

Kelly O’Bryan’s & Carlos O’Bryan’s is a chain of restaurants in Canada that offers Irish and American food. Nowadays, the chain operates in seven different locations. The given paper focuses on the use of the 4Ps at Kelly O’Bryan’s restaurant in New Westminster. In reference to the chosen company, Kelly O’Bryan’s restaurant in New Westminster is located near the River Market, one of the most popular shopping malls in Canada.

Being located at 800 Columbia Street, the restaurant uses an old building that was a train station at the beginning of the twentieth century (“New Westminster, Kelly/Carlos O’Bryan’s,” n.d.). Taking into account the popularity of the River Market, the choice of location is expected to have a positive impact on restaurant attendance. In addition, the decision to choose the building with a rich history and unique design can contribute to commercial success. In fact, the building’s appearance can serve as the representation of Irish traditions.

Product

When it comes to the next element, product, it needs to be said that the restaurant offers a wide range of dishes and beverages. Also, there are special offers for children. As is clear from the menu that is available at the company’s official website, the restaurant provides traditional Irish food and uses modified recipes from other cuisines to suit every taste. There are several vegetarian dishes on the menu since the company aims at providing variety. Apart from that, the restaurant claims that some of its dishes are gluten-friendly, which contributes to the formation of a positive social image. However, as is clear from customer reviews, meals that the restaurant offers tend to be overfried or cold (“Kelly O’Bryan’s & Carlos O’Bryan’s Pub,” n.d.).

Price

In terms of pricing, the restaurant claims to provide food at reasonable and moderate prices. At the same time, many consumers claim that the prices set by the management are incompatible with the quality of food that they serve. The majority of customers agree that prices for drinks are reasonable, whereas food is believed to be overpriced (“Kelly O’Bryan’s & Carlos O’Bryan’s Pub,” n.d.). The meals for children are sold at a fixed price ($6), which makes it easier for parents to plan expenditures. In addition, special offers such as discounts for birthday celebrants are available.

Promotion

The fourth element of the 4Ps, promotion, refers to all initiatives and actions that involve public relations. The restaurant chain under analysis remains quite popular among clients despite some people’s dissatisfaction with the way that meals are cooked and served. Trying to attract more attention to the new location, the management of the restaurant created a blog available at the company’s official website. However, there are only two blog entries related to the opening date, which is not enough to attract new customers. The strategy is much more successful when it comes to social media presence – the restaurant’s Facebook page publishes posts on a regular basis to inform visitors about special offers and discounts.

Recommendations for Improvement

Based on the available information about the restaurant, there are two important areas for improvement. The first area is presented by products offered by the restaurant. Potential recommendations are based on customer reviews and the selection of meals presented on the menu. In order to make customers more satisfied, the restaurant manager should utilize feedback received from clients to improve cooking processes. Apart from that, the company should include more dishes for vegetarians and healthier alternatives of popular meals.

The second area for improvement is promotion. As for the first recommendation related to promotion and advertising, the management of the restaurant is advised to improve its official blog by including a more diverse content. Also, it is necessary to use a wide selection of advertising channels apart from Facebook.

References

. (n.d.). Web.

. (n.d.). Web.

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IvyPanda. (2021, May 4). Kelly O’Bryan’s Restaurant’s Marketing Mix. Retrieved from https://ivypanda.com/essays/kelly-obryans-restaurants-marketing-mix/

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"Kelly O’Bryan’s Restaurant’s Marketing Mix." IvyPanda, 4 May 2021, ivypanda.com/essays/kelly-obryans-restaurants-marketing-mix/.

1. IvyPanda. "Kelly O’Bryan’s Restaurant’s Marketing Mix." May 4, 2021. https://ivypanda.com/essays/kelly-obryans-restaurants-marketing-mix/.


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IvyPanda. "Kelly O’Bryan’s Restaurant’s Marketing Mix." May 4, 2021. https://ivypanda.com/essays/kelly-obryans-restaurants-marketing-mix/.

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IvyPanda. 2021. "Kelly O’Bryan’s Restaurant’s Marketing Mix." May 4, 2021. https://ivypanda.com/essays/kelly-obryans-restaurants-marketing-mix/.

References

IvyPanda. (2021) 'Kelly O’Bryan’s Restaurant’s Marketing Mix'. 4 May.

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