Chez Gerard Competitive Analysis
Contents List
Introduction p4
I. Competitive environment analysis p5
A. Who are the competitor p5
B. Competitive context p8
II. Competitive advantage p11
A. The target market p11
B. Differential advantage of Chez Gérard p12
C. The company Strategy p13
III. Recommandation p15
Conclusion p16
References p17
Bibliography p17
Introduction :
The restaurant industry had known a significant prolonged growth since eating out is one of the major consumer’s priorities.
However, after this period of prosperity, restaurant operators have had to come to terms with weaker demand.
This phenomenon can be explained by a combination of weakening of consumer confidence and stiffer competition from other sectors, such as pubs, which compete at the value end of the price spectrum.
Although consumers do not want to eat out less frequently, there are indications that they are, or may seek to be in the future, trading down in terms of spend per head or the type of outlet they visit. While this is not good news for fine dining and mid-market chains, it will benefit those with a value proposition.
We will assess in this report, how companies can face these market issues with a competitive environment analysis of the restaurant industry and more precisely the mid-market restaurant chain through a French restaurant called Chez Gérard.
Company backgroundChez Gérard:
Founded over 30 years ago, Chez Gérard has built its reputation on the 'best steak-frites this side of Paris'.
The first restaurant on Charlotte Street, in London's Fitzrovia, was a mecca for carnivores and evoked the old world charm of Paris. The menus were in French, the staff barely spoke English, there were few non-meat dishes and the wine offering was robust but somewhat limited. It was a truly French gastronomic experience.
There are currently 13 Chez Gérard...
View Full Essay