MBA FPX 5012 Assessment 2 Marketing Analysis Report with Metrics

MBA FPX 5012 Assessment 2 Marketing Analysis Report with Metrics

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Capella university

MBA-FPX5012 Marketing Management

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Marketing Analysis Report with Metrics

R & B Breakfast Club

R&B Breakfast Club is a locally owned and operated restaurant offering a combination of American and Mexican cuisine, specializing in breakfast and lunch. The restaurant was founded by Bill Garcia and opened its doors on October 15, 1997. Initially, Garcia only offered breakfast delivery services but later expanded due to increasing demand for a permanent location. After spending a year at a local bowling alley, Garcia was approached by Harold Holmes, co-founder of Taco John’s International, who offered Garcia the opportunity to rent the current location.

Though Garcia expressed interest in buying the property, Holmes chose to rent it out because he believed in the restaurant’s potential and wanted to see it succeed. Eventually, after Holmes’ passing, Garcia acquired the property from Holmes’ children in 2012. The restaurant’s theme is inspired by the 50s and 60s, with a particular emphasis on Elvis Presley (Haak, 2018).

Operating Industry

R&B Breakfast Club operates within the eating and drinking industry. According to the North American Industry Classification System (NAICS), the restaurant falls under the 722513 Limited-Service Restaurants category, as it serves breakfast and lunch only. The restaurant operates from 6 a.m. to 1 p.m., Monday through Saturday. In the Standard Industrial Classification (SIC) system, it is categorized under code 5812, which refers to eating places that include establishments engaged in the retail sale of prepared food and beverages for on-premises or immediate consumption (USDL, n.d.).

B2B or B2C

R&B Breakfast Club is classified as a business-to-consumer (B2C) company, meaning it directly serves its customers without intermediaries. The restaurant provides dining services such as dine-in, takeout, and delivery options directly to its patrons (Kenton, 2019).

Product Offerings

The restaurant’s menu offers a wide variety of breakfast and lunch items. Breakfast dishes include pancakes, French toast, breakfast burritos, while lunch options include burgers, sandwiches, tacos, and fajitas. The signature breakfast burrito, known as “The Home of the Breakfast Burrito,” contains hash browns, eggs, and a choice of meat, topped with mild or hot chili sauce.

Competitive Environment

Conducting competitor analysis is crucial for any business to understand market dynamics and devise effective strategies. R&B Breakfast Club faces competition from other locally owned diners in the area. However, each diner offers a unique menu, allowing R&B Breakfast Club to maintain a distinctive identity in the market (Warren, n.d.).

Top Five Breakfast Places

The ratings of the top five breakfast places in the area are as follows:

Restaurants	Ratings out of 5
Morris House Bistro	4.7
The Egg & I	4.2
R&B Breakfast Club	4.0
Diamond Horseshoe Restaurant	3.8
Luxury Diner	3.9

One of R&B Breakfast Club’s key advantages is its low staff turnover rate, which has contributed to a consistent customer experience over the years. The restaurant has retained most of its employees, creating a stable work environment.

Employee Loss Costs

Employee turnover incurs costs for businesses, and these can be broken down as follows:

Stage	Cost	Percentage
Pre-departure	$176	3%
Recruiting	$1,173	20%
Selection	$645	11%
Orientation & Training	$821	14%
Productivity Loss	$3,049	52%

The restaurant’s minimal employee turnover has resulted in cost savings, as only two employees have left in the past two years (N/A, n.d.).

Market Characteristics

R&B Breakfast Club primarily relies on word-of-mouth advertising, with minimal online promotion. Local blogs, such as “Cheyenne Wyoming Live the Legend, Off the Eatin’ Path: Breakfast Edition,” have featured the restaurant. Cheyenne has a population of approximately 60,000, which doubles during the annual Cheyenne Frontier Days, providing a significant boost to the restaurant’s exposure. Expanding its online presence, particularly through social media, could help R&B Breakfast Club reach a wider audience, including tourists.

Social Media Metrics

On Facebook, R&B Breakfast Club has 1,879 likes, 1,911 followers, and 2,970 check-ins. It has received 143 reviews with an average rating of 4.3 out of 5 stars. Yelp data indicates that since 2007, the restaurant has received 145 reviews, with the following distribution:

Star Ratings	Number of Reviews
1 Star	13
2 Stars	13
3 Stars	9
4 Stars	35
5 Stars	73

References

Haak, T. (2018, March 30). Elvis inspired breakfast club serves early-birds since 1997. Laramie County Community College Wingspan. https://lcccwingspan.com/2018/03/30/elvis-inspired-breakfast-club-serves-early-birds-since-1997/

Kenton, W. (2019, May 20). Business-to-Consumer (B2C). Investopedia. https://www.investopedia.com/terms/b/btoc.asp

Mealey, L. (2018, December 08). How to Use Social Media for Your Restaurant. The Balance Small Business. https://www.thebalancesmb.com/how-to-use-social-media-for-your-restaurant-2888560

N/A. (n.d.). The Real Cost of Restaurant Employee Turnover. Design Logic.

MBA FPX 5012 Assessment 2 Marketing Analysis Report with Metrics

MBA FPX 5012 Assessment 2 Marketing Analysis Report with Metrics

USDL. (n.d.). Description for 5812: Eating Places. Occupational Safety and Health Administration. https://www.osha.gov/pls/imis/sic_manual.display?id=44&tab=description

Warren, M. (n.d.). Marketing Environment & Competitor Analysis. Chron. https://smallbusiness.chron.com/marketing-environment-competitor-analysis-46985.html