In 2002, Baja Fresh was the leading chain in the quick-service, “Fresh-Mex” rest
ID: 455285 • Letter: I
Question
In 2002, Baja Fresh was the leading chain in the quick-service, “Fresh-Mex” restaurant segment, which emphasizes freshly prepared meals. By 2005, it had lost that position to Chipotle Mexican Grill. Today, it lags behind both Chipotle and Qdoba Mexican Grill. Many industry observers claim that the breadth of Baja Fresh’s menu is partially to blame. The chain has always offered a wide variety of items while Chipotle’s menu features less than 20 choices. From an operations perspective, why would the range of offerings be a problem for a quick service restaurant (max 60 words)?
Explanation / Answer
Food offerings in restaurants are a source of earning revenues and profits. Menu planning is crucial to restaurant development. The entire process of running restaurant revolves around the menu offering. In today's scenario, customers want to be educated about the cuisine offered by the restaurants. Restaurants today keep on changing the menu offerings according to the current customer demands and desires.
Menu offerings affect consumer behavior and affect the decision to whether to eat or return the food ordered to the restaurant. Sometimes, changes in menu are required to cope up with the customer requirements. Food, in large measure is the onle key factor that makes a customer comes back to the restaurant. In case, the customer is not satisfied with the range of food offerings in the menu, this can be a bassic reason to lose a customer.
Design of the menu is in a way to communicate with the customers. Menu must be eye-catching with variety of cuisines offered that attract a customer to get indulge in food. Mostly, seperate menus are successful when it comes to order for a dish. Example: beverages menu is more attractive and effective than listing it in the entire menu. Specials must be offered largely to attract customers.
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