Restaurant-bar strategic behaviors in Oulu city centre 2014: analysis of competitive advantage, performance patterns and success-achievement results
Vera de la Rosa, Oscar Eduardo (2014)
Vera de la Rosa, Oscar Eduardo
Oulun ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014092214112
https://urn.fi/URN:NBN:fi:amk-2014092214112
Tiivistelmä
The objective is to measure direct and indirect competitors’ operating strategies, in order to
evaluate their performance and make comparisons. The results are essential information for
Coyoacán restaurant that will open on November 2014 on the street of Hallituskatu number 27.
The 5 companies chosen represent the median values of all the competitors under a 93.75%
certainty. The chosen “Subjects of Study” are:
1) Burgeribaari Kauppuri 5 (Bar & Grill Kauppuri 5 Oy) Fast-Food/Bar
2) Fit Wok (The Wokers Oy)
3) Indian Cuisine (Katiusa Oy)
4) Kiinalainen Ravintola Flavour Palace (Suo Zi Oy)
5) Tuba Food & Lounge (Oulu Tours Gorup Oy) Fast-Food/Bar
Two “Subjects of Study” represent the Fast-Food/Bar business model, which is a trend of business
model that many restaurants and bars are adopting, and they seem to be as well the most
successful restaurants in Oulu city center area.
Information is collected throughout two main sources researched, interviews and observation. First
and second hand sources such as interviews, printed and online materials. All data gathered is
spread into two main categories: The Marketing Mix 4 p’s and Jim Collin’s framework.
With a 93.75% of certainty this research found out that the Business Model of the Fast-Food/Bar is
the most efficient. The sales of alcohol, customer service features and logistics result in highly
performance numbers. Subjects of study that fit with this business model are close to tripling the
Net Sales of year 2013 in comparison to the rest of the companies. There is no evidence that
necessarily hamburgers and beer is the key for success. However it is interesting to point-out that
there is still not a Fast-Food/Bar in Oulu that wisely uses the same business model and presents a
different menu with interesting and new ideas.
evaluate their performance and make comparisons. The results are essential information for
Coyoacán restaurant that will open on November 2014 on the street of Hallituskatu number 27.
The 5 companies chosen represent the median values of all the competitors under a 93.75%
certainty. The chosen “Subjects of Study” are:
1) Burgeribaari Kauppuri 5 (Bar & Grill Kauppuri 5 Oy) Fast-Food/Bar
2) Fit Wok (The Wokers Oy)
3) Indian Cuisine (Katiusa Oy)
4) Kiinalainen Ravintola Flavour Palace (Suo Zi Oy)
5) Tuba Food & Lounge (Oulu Tours Gorup Oy) Fast-Food/Bar
Two “Subjects of Study” represent the Fast-Food/Bar business model, which is a trend of business
model that many restaurants and bars are adopting, and they seem to be as well the most
successful restaurants in Oulu city center area.
Information is collected throughout two main sources researched, interviews and observation. First
and second hand sources such as interviews, printed and online materials. All data gathered is
spread into two main categories: The Marketing Mix 4 p’s and Jim Collin’s framework.
With a 93.75% of certainty this research found out that the Business Model of the Fast-Food/Bar is
the most efficient. The sales of alcohol, customer service features and logistics result in highly
performance numbers. Subjects of study that fit with this business model are close to tripling the
Net Sales of year 2013 in comparison to the rest of the companies. There is no evidence that
necessarily hamburgers and beer is the key for success. However it is interesting to point-out that
there is still not a Fast-Food/Bar in Oulu that wisely uses the same business model and presents a
different menu with interesting and new ideas.