Anita’s kitchen restaurant was first established in Birmingham, UK in 2005. The restaurant serves
foods of different ethnic origins, in particular Indian, Thai, Chinese and Italian foods. It is well located
on Broad Street, the most popular street for dining, drinking and entertainment. Customer traffic is
high but competition is intense.
The restaurant concept is based on the provision of a wide array of popular ethnic foods, cooked in an
open kitchen so customers can see and smell their food as it is made. Customers can eat as much as
they like at a fixed price. The interior emphasises the food’s exotic heritage by displaying maps, pictures
and ingredients from the countries of origin throughout the setting. It aims to offer a fun, festive
atmosphere. It is brightly lit and bustling with activity. Fast and friendly service is also part of the
restaurant’s appeal. The target customers are mainly young professionals, university students and
families looking for an enjoyable meal at affordable prices.
Many new restaurants have opened and aware that competition is intensifying Anita is constantly
looking to evaluate and improve her restaurant’s offering to the customer. She needs information in
order to better understand what aspects of the restaurant drive customer satisfaction and where it can
be improved. She has outlined a few questions to be researched:
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