MOZZA INDIVIDUAL REPORT.docx

MOZZA INDIVIDUAL REPORT.docx

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MOZZAINDIVIDUALREPORT

SchoolofSport,PerformingArtandLeisure

ModuleCode:

6LI015

ModuleTitle：

ConsultancyProjectindividualReport

Student:

TangHao（G0886604Q）

Contents

1.0SUMMARY....................................................3

2.0Introduction...........................................3

2.1Restaurant..............................................3

2.2Chef........................................................4

3.0ANALYSIS............................................................4

3.1Advantage..................................................4

3.2Issue...........................................................6

4.0recommendation.........................................6

5.0conclusion.....................................................8

6.0Bibliography.................................................9

1.0SUMMARY

PizzeriaMozzaisapizzarestaurantunderMozzaGroup,theirmaincustomercomefrommiddleandhighincomelevelpeople.IthasopenedthesecondrestaurantinMarinabaysandsSingaporesince2010.ItisalsothefirsttimeawayfromtheUnitesStates,expandoverseasmarketsforthem.

Pizzeriamozzadonotopenmanystores,buteveryoneasasupperstarinlocal,liketheoneinSingapore,theycankeepeverytablehasguestsduringanymealtime,notonlyweekendbutalsoweekdays.TheyareonlyonerestaurantcanfullupeverydayinMarinabay,Theirmangersaidmorethanhalftablesatlunchtimeonweekdaysitishardtootherrestaurants,thereisnostrongcompetitorsinthelocal,afteroursurvey,thefactisthat.

Allofthiscannotleveltheirchef,theymakethedeliciousfood,somanycustomersAttractedbythefood.theyarethereallysupperstarintheindustry,theyarefoodexperts,thepassionforfood,insistonfreshingredients,creatingsuchdeliciousfood,andtakeittoeveryrestaurantofMozza,itisalsothereasonwhythepriceishigherthanotherpizzarestaurants,customersstillchoicePizzeriaMozza.

Buttheystillhavesomeproblemsissue，thisisasuccessfulrestaurant,maybethisgreatsuccessmakethemignoresomeofthedetailsortheyfindtheseproblemsbutnotattention.Thefirstoneistheydosomepromotions,butwejustcanknowitfromthewaiter,Thesecondoneistheirservice,Notpayenoughattentiontoservicedetail,andthesedetailsoftenleaveadeepimpressiontocustomers.Serviceisthemostseriousproblemforthem.

2.0Introduction

2.1Restaurant

PizzeriaMozzahavethreerestaurants,thefirstoneinLosAngelesin2006,itisthefirstrestaurantforMozzagroupalso,theychoiceheretostarttherouteofpresentingthefinestandtraditionalhandcraftedpizza.,anditisthemostfamousone,manycelebritieslikethefoodinMozza.ThentheychoosetheAsianfinancialcenterSingaporecontinuetheirsuccess,thethirdonewillopeninNewportBeachsoon.PizzeriaMozzaisanurban-stylerestaurant,youcanrelaxandenjoythedeliciousfood（MozzaRestaurantGroup,2011）.Theselocationsoftheirchoice,Showstheirself-confidence,andthesuccessprovesthestrengthofthem.Expensivebutreasonableprice,

topcheftopfood,letusnoreasondonottotryit.

PizzeriaMozzaisoneoftheprosperousrestaurantintheworld,itisrecommendedinmanybooks,like"atPizzeriaMozza,theItalianfavoriteistreatedasacarefullythoughtoutcuisine,tobeenjoyedinclassysurrounds"（Explorer,Publishing,2008）.And"OsteriaMozza:

Thisisthekindofplacethatcanbesowonderful,youcanthinkingaboutitfordaysafterward"（MatthewR.poole.2011）.andsoon,MozzalikeoneofthesignsinLosAngelestoday,Mozzausetheirfoodtoconquersomanypeople,guestspraiseforMozza,includingmanycelebrities,LikethefootballstarBeckhams,filmstarEvalongoria,singerRihanna,ect.

Insistthefoodhighquality,letthembesuccessfulinthepastfiveyears.

2.2chef

NancySilvertonisanAmericanchefwhohasreceivedprofessionaltraining,thenwenttoFrancetoperfectherskills.NancySilvertonreceivedmanyawards.In1990,shewasnamed"PastryChefoftheYear"bytheJamesBeard.In2003,shewasnominatedasamemberofMarshallFieldsCulinaryCouncil（MozzaRestaurantGroup2011）.

MarioBatalidescentfromtheItalian,theItalianfoodisveryresearch.HewasnamedManoftheYearinthechefcategorybyGQMagazinein1999.Mostrecently,hewasawardedthe2008JamesBeardFoundation'sOutstandingRestaurateurAward（MozzaRestaurantGroup,2011）.

JoeBastianichisanexpertatappreciatingwine,andwasawardedthe2008JamesBeardFoundation'sOutstandingRestaurateurAward（MozzaRestaurantGroup,2011）.

3.0ANALYSIS

3.1Advantage

MozzachooseMarinabay,Singapore'scentrallocation,favorablefinancialenvironmentdestinetoalotofpeoplepassthisrestaurant,butitdoesnotmeanthatthesepeoplewillbeyourcustomers.Mozzahasanelegantandcomfortableenvironment,guestscanrelaxduringameal.Duringtheinvestigation,howeverotherrestaurantsalsohavetheseadvantagesInthelocal,EvensomeoftherestaurantstheirenvironmentismuchbetterthanMozza.

Butfoodisoneofthemostimportantthingforarestaurant.Foodisthemainofproductforarestaurant,deliciousfoodisthebasisforsurvivalIntherestaurantindustry.WefoundnorestauranthavesomanycustomerslikeMozza,Evensomerestaurantonlysevenoreightcustomersindinnertime.

DeliciousfoodisthereasonpeoplechooseMozza,soMozzahasthelargestnumberofcustomers,deliciousfoodbroughtalotofcustomers,alargenumberofcustomersmakethemconfidenttomaintainhighprices,avirtuouscycletoensureprofitsandmarketcompetitiveness.

ItisalsothebiggestadvantagetoMozzanow.

Atthesametime,Mozza,therearesomeproblemsofMozza,

Becausetheyinsistonthefreshestfoodtocustomers,onlymakethefoodafterguestsorder,butpizzaneedllotoftimetomake,itextendthemealtimefortheguests.Itismeanthetableturnoverrateperwilllowerwholeday.SoMozzaraisepricestomaintainprofits.Plentyofcustomerstothisapproachprovidesastrongsupport.

Alargenumberofcustomers,almostsaturatedoperatingconditionmakesomeproblemsbecomemuchlessimportant,suchassalespromotion,reservationsystems,brandpublicity.

Ifacompanydosubstantiallysalespromotion,theyneedtoensurethatturnoverhasgreatlyimproved,andtheriskofbravingreduceBrandimage.Astherestaurantisinsaturation,therestaurantspaceislimited,inordertoensurethefoodisdelicious,therestaurantrefuseddelivery,sotheyjustdosomesmallpromotionaltoimproveprofits.Butinourstudyperiodsomeofthedetailscanbeseenthattheydonotvaluethesepromotionalactivities,ordonotexpecttheseactivitieswillattractmorecustomers,beforeweeatingatMozza,wedonotknowtheydoanypromotion,wehavenotseenanycampaignsuntilthewaitershowedusthemenuandtoldusabouttheirpromotion.Whenwepay,anothersurpriseishere,thereisacouponofthecinemaoverMozza,nobodytoldusthepromotion,ofcoursetherenoPromptintherestaurant.IfyouarejustpassingthroughMozza,youwillneverknowtheyaredoingthesepromotionalactivities,why?

Myexplanationistooprosperousbusinesstomakethemfeelplacingasmallposterinfrontofthestoreisnotnecessaryinput,justmakethecustomerwhoeatinginMozzaknownisenough,thereisnotabletothenewcustomers.Andthepostermaybedetrimentalforimage.Whataboomingbusiness!

Maybetheycandolikethistomealtimecustomers,increasetheirpercapitaconsumptionissufficienttoachievethepurposeofpromotion,butitdonothingforthetimefrom3:

00pmto5:

00pm,IthinktheyshouldtheplacetheposteraboutthepromotionduringthattimeorPresentedanumberofafternoonteacoupons,atleastmakemorepeopleknowthepromotion.ThistimecanroomforimprovementmuchhigherthanothertimeperiodsforMozza,shouldbegivenenoughattention.

Mozzaopenat12:

00amand2:

00amclosed,throughoursurvey,Therearejust3:

00pmto5:

00pmthecustomerslessthanhalftables,therestaurantisfullupbefore12:

00pm,Eveninthefullybooked,theystillhavenewcustomers.Soboomingbusinessletreservationbecomeanornament.

Onthesurface,makepeoplethinkMozzaToolazytopropaganda,WhenweaskedthemanagerofMozzathequestionofpublicity,shetoldustheyadvertiseinsomemagazines,thenwefindoutthismagazines,therenooneisnew,allofthemarefewyearsago.ButwethinkaboutMozzatoday,itisnolongerneedpublicity,fortherestaurant,thepublicityhasbecometheinputisnotnecessary,forwardtheabovesaid,theydidnotduringbusinesshoursinthetabletothenewguests.AndMozzaisnotlikefastfoodrestauranthavesomanystores,canbenefitfromthehundredsoreventhousandsofstores.Infactagoodreputationisthebestpublicity,therecommendationoffriendsorrelativeswillmuchmorepersuasivethanotheradvertising.Itisthebestandthecheapestadvertising.

3.2Issue

Usuallyweasareasonforsuccess,alsomayfailbecauseofthesamereason.Asthemarketchangesandself-development,newproblemswillcontinuetoappear.Thelargenumberofcustomersandalmostsaturatedoperatingconditionnotonlymakesomeproblemsbecomemuchlessimportant,butalsotakethenewissue.Theproblemappearwithsuccessisthemostdangerous,

Maybereservationbecomesanornament.Butinourphoneconsultation,theyletuswaitedmorethanfiveminutes,Ithinkinsuchcaseseachcustomerwillfeelisneglectofthewaiter,seriousimpactonMozza'sbrandimage.

Wealsofoundintheobservation,thewaitercannotalwayskeepsmiling,whenfacedwithsomeoftheguestswithout