Case+study+three

= __Spice up your life!__  =

By: Balogh Katalin & Lepácsek Katalin
As a Product-Based Approach we would like to choose the [|New York City Pub&Grill] Restaurant's All you can eat product. The restaurant is located in the heart of Tirgu Mures at Mures Mall Shopping Center in the 3rd floor.

As main facilities they offer: free wifi, payment with cash or credit card, lounge from 10:00 to 22:00, self service and A la Cart menu They are the first restaurant in Mures with the Self Service Line all days in the week between 12:00-17:00 and 18:30-22:00.

With the Self Service Line they Introduced the All you can eat project, which meaning is very simple, for 15 RON you are welcome to eat as much food as you can. After 18:00 customers are charged 20 RON which includes 1 drink as well, this way in the evenings the restaurant turns into a pub/restaurant. They offer many variety of meals, usually they have 5-6 soups, desserts, meats, side dishes, salads and you can order drinks from the bar. Basically they have more than 60 dishes from variety, and in the A la Cart menu you can find pizza, fish, stakes and more sophisticated foods.

1. The All you can eat product and the restaurant is advertised:
 * on their website: www.nycity.ro
 * on the Facebook: https://www.facebook.com/NewYorkCityPubandGrill?sk=wall
 * on posters and billboards all around in the city:
 * [[image:NYC.jpg]]

2. The target audience:
 * This restaurant and the All you can Eat facility is addressed for the very dynamic persons, who need a good quality food in very short time with an elegant serving.
 * The target audience specified: Business people, Workers who has lunch break, Students, Hungry persons :)

The interesting fact that we would like to mention on the side is that the restaurant is very well built for its target. Obviously NYC is a fast food based facility. They want people in and out really quickly - this way they can make sure that they don't consume too much and they make space for other customers.

Example: - the music is quite loud and has a lot of tempo. This way people tend to eat fast - this is the same marketing tool clothes shops use, to induce the "shop, shop, shop" feeling - after you finish your meal the waitress instantly takes away the empty plate, so you barely have the chance to get a refill - because of the music, guests are not able to chat to each other for a long time - this is also a good way to make them leave sooner

So this restaurant is perfect for lunch breaks, for people in a hurry who are not trying to socialize.

3. Product/Service type:
 * The product's type is NECESSITY, basically the food is a bare necessity.

Also to note is the fact that until 5 o'clock there is no drink included in the 15 lei they ask for. This is also a method to make guests leave quickly, or if not spend some more money. It's quite hard to leave without buying a drink, especially when you just had ALL YOU COULD EAT. The food itself is of good quality in NYC, this way the service deserves high marks also.

4. Medium approach:
 * It is soft not really sophisticated but it is explained by its simplicity and reason.

5. Brand name:
 * NYC-New York City pub&grill - All You Can Eat
 * The brand name comes from the famous city's name from New York and it suggest for the consumers that this restaurant is in life it is very fashionable and we can associate the new yorkers life with our lives, with our desires
 * Our hectic lifestyle match with the new yorkers lifestyles and under the pressure we feel that we only have time for a snack, not for a healthy, nutritious food. This restaurant and it's brand name break the rules and offer for us some very good dish with acceptable price as soon as the events happen in New York City

6. Copy elements:
 * Headline: Logo
 * Copy length: 3 sentence including the slogan
 * Slogan: The food is Good! - this is a whole sentence based in our taste buds idea
 * Attention getting techniques: The vibrating green color, which is almost fluorescent and the big printed price

7. Mode:
 * Language - The poster and the ad is bilingual - Romanian and English languages are mixed and by this becomes a new fashionable manifestation.
 * Linguistic messages - by bilingualism is a more fashionable ad
 * It is a discursive ad - it communicates to us very simple - without code play (no rhyme, alliteration, parallelism)
 * Statistics - no. of words: 20 words/no. of types: 92
 * Image - It is very simple and it is also eye-catching by the color
 * Visuals - the colors: vibrating green, deep earth brown. The ad comes with an excellent contrast it is so impressive and becomes interesting with the big 15 number which means the products price.
 * Anchorage - between the number of 15 and the Romanian currency is an anchorage, because on the 5's shaft is shown the currency.
 * Type of meanings - There is no connotation just denotation but it comes with an associative meanings: You can eat as a new yorker

8. Information vs. persuasion: To this topic you must know some information about NYC management. I had an interesting chat with the restaurant administrator. He told me, that he used to coordinate McDonald's Tg-Mures, and when he was given the task to redesign the old La Liga sports bar he used many MCD strategies. He is well informed on consumer persuasion, and attentive to persuading details in a restaurant. Therefore this facility is a well designed, profit oriented place well service, food, design and prices are all balanced to assure a happy, paying consumer.

8.1. Attention/Attraction NYC uses sharp tools to attract customer attention. The design of the restaurant is carefully selected: they use a sharp shade of green, which can be associated with life, energy, environment and most importantly fresh food. This color is also combined with an earthy brown, which gives the place a nice cozy feel. The service's attraction can be measured based on the number of guests also through a comparison with a place that is located in a similar place and offers similar food. Probably there should be a field case study to get actual data, but comparing NYC to KFC can still prove the efficiency of our selected restaurant.