Marketing strategy of Sbarro: an analysis of for customer satisfaction./ Aliana Abaya, Melanie Sombero, Paulo Menor. -- Parañaque City: Olivarez College, 2008.
Undergraduate Thesis
This study aimed to analyze the marketing strategy of Sbarro Restaurant. Specifically, this study sought to answer the following questions: 1. What is the profile of the respondents according to profession? 2. How effective are the marketing strategies of Sbarro in terms of: 2.1 Product 2.2 Price 2.3 Promotion 2.4 Place 3. What are the marketing tools used for promotion? 4. Who are their target customers? 5. Who are their competitors? 6. Did Sbarro Restaurant meet its target sales for the year 2007? The researcher's findings are: The effectiveness of the product in two of its categories were interpreted as VERY GOOD in terms of its appearance with a mean of 3.20 and 3.14 with respect to its presentation. So high on taste and flavor with the mean of 3.34 interpreted as EXCELLENT. This meant that there product meet the standard and the expectation of the customer. The effectiveness of the price or the affordability of the product got a weighed mean of 2.20 corresponding to GOOD. This implied that the price of the product was unacceptable to the customer. The effectiveness of the promotion implemented rated 2.88 corresponding to VERY GOOD. This implied that in general, the promotional style is effective to the customers. While there was only one type of promotional tools that was used which was print ad that consisted of billboards, newspapers, leaflets, brochures and magazines. The other one was the broad cast media which included the television and radio commercials and website. They do not use this tool for promotion on their advantage Effectiveness of the place, both the cleanliness of the restaurant got a mean of 3.12 and the ambience of the restaurant with a mean of 2.58 interpreted as VERY GOOD while the spacious of the dining area rank second with the mean of 2.24 interpret as GOOD. This implied that space of the restaurant is good enough to their customer. The customers of Sbarro Restaurant located at SM Manila. These involved the students and employees from the different colleges and universities, employers and employees from the private and government offices, residences within the vicinity of the mall and the rest were the walk-in shoppers of SM Manila. The most number of the respondents were belonged to the students category with 52% of the total number of respondents, and the rest were employee with 32%, employer with 4% the lowest percentage and others- consisted of housewife, unemployed, etc. with 12%. This implied that most of the customers of Sbarro Restaurant were students. According to the restaurant manager, their were two types of competitors, the direct and indirect competitors, Under direct competitors were Max's Restaurant located at the right side of the restaurant, Jollibee, McDonald's, Chowking, KFC, Burger king. Kenny Rogers, French Baker, Goldilocks and SM Food Court were also located in the mall. Pizza Hut, Shakey's, Yellow Cab, Greenwich and Spaghetti Factory were restaurants that served same food. Indirect competitors were the sidewalk cafeterias and sidewalk vendors. The target sales of Sbarro Restaurant per day which was one hundred thousand pesos ( Php 100, 000) Weekly sales was seven hundred thousand pesos (Php 700, 000) and two million, eight hundred thousand pesos ( Php 2, 800, 000) monthly. To sum up, the yearly target sales was thirty three million six hundred pesos (Php 33, 600, 000). They are positive in terms of actual sales versus target sales. Based on the findings of the study, conclusions were drawn. There were only one type of promotional tools that have been used which is print ad that consists of billboards, newspapers, leaflets, brochures and magazines. The other one was the broadcast media which included the television and adio commercials and website; they do not use this tool for promotion on their advantage. Customers of Sbarro Restaurant were students from different colleges and universities with 52% of the total number of respondents, employees from the private sectors and government offices with 32% of the total number of respondents, employer with 4% and the remaining 12% is under the category of others- consists of housewife, unemployed etc. While the rest of the customers are from the residential areas and barangays along the area and the other are shoppers. Sbarro Restaurant have two types of competitors, direct and indirect competitors. Under direct competitors are Max's Restaurant located at the right side of the restaurant, Jollibee, McDonald's, Chowking, KFC, Burger king, Kenny Rogers, French Baker, Goldilocks and SM Food Court are also located in the mall. Pizza Hut, Shakey's, Yellow Cab, Greenwich and Spaghetti Factory are restaurants that serve same food are also adversely affected their restaurant. While indirect competitors are the sidewalk cafeterias and sidewalk vendors. As for the year 2007, they are positive in terms of actual sales versus target sales. Arising from the conclusion drawn from the findings, the following recommendations are formulated and are offered. Sbarro Restaurant should maintain the standards and principles of delivering high quality products. They should develop competitive edge by offering attractive set of menus or value meals and food that is more affordable in price without giving up or lessening the quality of product. Sbarro Restaurant should have its physical renovation or lease another place that more spacious that can accommodate the customers well. They should develop and make use of a broadcast media which include television and radio commercials or website for their advantage. Since students were the frequent customers of Sbarro Restaurant, they should develop a promo and gimmick that will more students to dine. As well with employees in different companies and offices.