Read the case articles below by clinking on the links. http://www.aol.com/articl

Question

Read the case articles below by clinking on the links.

http://www.aol.com/article/2015/01/29/chilis-new-market-darling/21136297/

https://www.engagementlabs.com/press/krispy-kreme-longhorn-steakhouse-and-chilis-grill-bar-taste-online-success-while-dairy-queen-and-the-cheesecake-factory-feed-offline-conversations/

http://www.crimsonhexagon.com/blog/opinion/understanding-customer-restaurant-purchasing-behavior/

http://adage.com/article/agency-news/chili-s-spices-digital-marketing-360i/302843/

http://www.nydailynews.com/life-style/eats/chili-invests-food-presentation-social-media-article-1.2223554

http://simplymeasured.com/blog/how-applebees-buffalo-wild-wings-chilis-and-more-connect-with-customers-on-facebook/#sm.0002ef7hb1a50dmbr881j8tcu7etl

Click on the link below to access the case video. Watch the Chili's video.

Video link below:

https://www.youtube.com/watch?v=fP2_dRQgGtI&feature=youtu.be

Answer the four questions below:

1. Complete a SWOT analysis for Chili's restaurants. (Strengths, Weaknesses, Opportunities, Threats) with specific comments related to their marketing activities. Add some of your own ideas beyond those stated in the articles.

2. Access Chili's Facebook page below. Critique the page, it's content, offerings, etc. How can the page be improved? Offer insight from the articles as well.

https://www.facebook.com/Chilis

3. The articles indicate Chili's competitors in the U.S. Dining Casual category. Identify and discuss these competitors. In comparison to their competitors, in which SMM platforms (Facebook, Twitter, Instagram, etc.) does Chili's excel? Which SMM platforms need improvements?

4. According to the articles and video, Chili's restaurant has become a "Marketing Darling". To what do you attribute this success?? How have their SMM efforts contributed to this success?? It appears that people's craving for dining out has no end. However, the restaurant industry is a highly competitive service offering. How can the restaurant chain continue to increase its store traffic, revenue, and profitability using social media in the future?? Provide specific NEW social media marketing ideas that will distinguish Chili's from other similar restaurant concepts.

Explanation / Answer

1. SWOT Analysis for Chilli's Restaurants;-

Strengths:-

1. Facebook Marketing- The way they are promoting their brand is just great and they are capturing a big market share through the facebook marketing and social media.

2. Wide range of Food items available on the menu to explore, including vegetarian to spicy to allerge, and reaching out to all types of individuals.

3. Strong presence throughout the globe, present in almost every big city in the world and almost every city in the united states, and if you are at many places, means you are more reachable to people.

4. Huge customer base development through marketing initiatives and offers through website and facebook, nice way of distributing coupons through the facebook page by gathering all the information to setup customer base and loyalty paradigm.

5. Pretty active in social causes, launcehd many campaigns to help hospitals, schools and served as a dominant particpant in social causes.

Weaknesses:-

1. No set of standards followed in all the restaurants, you may see a different process followed in every outlet, unlike Mcdonalds.

2. No unique food variety, it is at par with other competitors and there is nothing new to offer.

3. Poor customer service as they cannot understand customer feedback/grievances.

Opportunities:-

1. Less presence in Asia and Europe. Try to expand there and open more outlets.

2. Offer attarctive prices that attracts more people or put on more offers to make people believe, they are investing on right things.

3. Target on small areas like grocery stores, multiplexes, where people can grab quick bites.

4. Bring in more variety in the food, focus on low carb diet which is the demand of the youth today.

Threats:-

1. Growing competition in the food industry, must adhere to changes and variety.

2. People are focusing more on organic diet, as they are getting way more health concious.

2. Critique the page, it's content, offerings, etc. How can the page be improved:-

Chilli's have a decent facebook page to offer, the content is classy and have all the information intact.

1. They have variety of pictures sharing for different food items on the plate.

2. They have more than 4 million likes which is something really great.

3. They show the count of people who have visited there which is a great concept.

4. They have nice apps setup which shows different offers on board, calling up for work and all.

What they need to look upon and include on the facebook page is:-

1. They must put pictures as content for different activities ongoing on Chilli's on day to day basis, not only the food.

2. They must put on pictures with special customers and they must identify them on daily basis in the restraunt itself.

Answer 3:-

Chili's competitors in the U.S. Dining Casual category. Identify and discuss these competitors. In comparison to their competitors, in which SMM platforms (Facebook, Twitter, Instagram, etc.) does Chili's excel? Which SMM platforms need improvements?

Given beloware the casual dining competitors in the U.S. for Chilli's.

1. Ruby Tuesday

2. Applebee's

3. TGI Friday

TGI Friday and Ruby tuesday are doing fantastic throughout the world and are offering close competition to chilli's in terms of food items that exist at all placed. Whereas applebee's do not really have the presence throughout the world, but they are still expanding at a real rate in the US and would turn up as a big leader in this zone.

Chill's excel on facebook platform comapred to other competitors and they are leading the market alongwith the help of facebook and other social media platfors by leaps and bounds. They still need to work on twitter and instagram to keep tweeting sharing their food pictures on instagram, by creating a good network with people.

Answer 4:-

To what do you attribute this success?? How have their SMM efforts contributed to this success??

Chilli's restaurant has become a marketing darling, no doubt and that is all because of facebook, the way they have dominated the social media through facebook by capturing 2 million likes and then 4 million likes. The biggest attribute to sucess was to keep adding people and manage them as their base and then trolling the offers through the apps and offered them to share amongst the friend lists to expand it further.

New Social Media Marketing Ideas to increase traffic, revenue, and profitability:-

1. Utilize and implemet a tool that can track and help managing your traffic, as the visitors are huge, you need a tool which includes less human intervention and more of automation.

2. Share the information that is worth reading and the readers would really like to read and see and would bother to look into, like the hidden facts, true stories, user stories etc.

3. Organize the Work and the Efforts, it is really important to spend only a specific amount of time to avoid and save energy and efforts to focus on crucial tasks only.

4. Include content in diverse source and in different formats to make sure that every kind of information is available and is not static.

5. Make sure that the ongoing or the existing content is the best you have on the social media at this point.

6. Adding out your own interest and stake into the content and the platform, adds value as an owner to the brand.

Consdiering all the initatives mentioned above for the social media would definitely help the brand develop revenue and profits and manage the traffic well through social media.

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