Pre-Seminar Assignment



Pre-Seminar Assignment

Introduction

This paper intends to identify the new product which will be launched at the end of the seminar. The product which will be launched is the 'New Family Style Restaurant Chain'. Before proceeding towards the launch of the new restaurant chain, this paper will only present the competitive analysis of the similar service provider from the United States of America. However, the restaurants which will be analyzed in the study include the following:

Vernick Food & Drink

Le Bernardin Restaurant

Marea Restaurant

A great meal at the amazing restaurant leaves the soothing and refreshing experience over the minds which can even be a memorable and life changing experience. The above mentioned restaurants come under the top 45 restaurants throughout the United States (Polland and Rosenberg, 2013). The rankings are made by food experts and critics based on each of the restaurant's performance. However, the paper attempts to critically examine the competitiveness of these restaurants in the US market. The competitive analysis will be helpful at the time of launching the new restaurant as per the course requirement.

Competitive Analysis # 1

Name of the restaurant: Vernick Food & Drink

The Vernick Food and Drink Restaurant is located in Ritzy Rittenhouse Square Area of Philadelphia which is founded by Chef Gregory Vernick in 1987. The restaurant secured the position in the James Beard Semifinalist list for the Best New Restaurant in the USA.

The key features of the restaurant include the deliverance of the Greg's family traditions of artful and focused meals for the guests (Vernick Food & Drink, 2013). The Vernick Food and Drink is the family restaurant hence, targeted the mass audience towards its gourmet meals. Moreover, the handcrafted cocktails are the specialty of Vernick Food and Drink Restaurant. The restaurant serves up a good range of mocktails, cocktails, and specialty sodas with or without alcohol that include the fresh ginger and lime, raspberry and basil, cucumber smash, Vernick punch, and etc. The critics have identified the real weakness of the Vernick Restaurant in its desserts, drinks and cocktails. Otherwise, there is as such no weak point of the restaurant (Popp, 2012).

The slogan of the restaurant is 'simple yet refined cuisine in the casual setting' which reflects the idea of Co Owner, Greg to keep the meals radically simple based on the vegetable and raw driven selections and sections of shareable mains that include the Amish chicken, whole market fish, and the bone in strip loin which are roasted in the wood stone oven and finally presented with the lettuces and herd vinaigrette (Lazor, 2012). Hence, the idea shows that the simplicity is Vernick's watchword. The meals are not just simple but contain the striking elements of amazing flavors and perfect techniques (LaBan, 2012).

The list of meals and drinks have been advertized over the official website of Vernick Food and Drink Restaurant with the price list. The people can easily make their selection for the meal over the internet and can simply check in the restaurant and ...