The Competitive Dimension of the Industry

The competitive dimension of the industry:

The restaurant industry is considered to be greatly competitive compared to other industries. There are many aspects related to the massive competition which are price, promotions and adverting, value and the quality of food, location and service. There are so many restaurants in the market aggressively competing to gain customer's satisfaction and loyalty. Therefore, restaurants should define their competitive dimensions and competitive advantage against other competitors.

Competitive dimension of restaurant industry:

Defining the competitive dimensions through analyzing the 8 p's of the restaurant "Andres Carne de Res" in Colombia.

Product:

Andres offers a long menu of creative and unique dishes. They serve their food in unusual way such as in flat wooden bowls. They serve their beer in bottles with yellow butterflies papers attached to their necks' bottles. They also serve wine in individual hand- painted glasses with different bright colors by some local Colombian famous artists.

Price:

Here price is referred to how customers pay not the money itself. They give their customers the bill in a way which differs than others. According to the article, the menu was a "metal case about the size of a shirt box" which was scrollable and "cranking the bottom or top handle rolled a menu up or down" (Krippendorff,2010).

Promotion:

Andres does none of the usual promotion strategies which every restaurant has. They mostly depend on the world of mouth. However, this way of promoting makes this restaurant always packed and full.

Position:

Andres is more than a restaurant. This place is filled with art pieces that are interesting and catchy to the customers. They have a piano corner, Dj corner, and three dancing floors. There are also some funny actors that would interrupt the customer's meal in a friendly and funny way to draw a smile on their faces and provide them with a perfect time.

Place:

They operate in two complete different locations. One is located by the farm side which is 30 minutes away from the city of Bogota, the other one in in the cheekiest shopping quarter in Bogota. Both of them are always packed and full.

Physical experience:

They make their customer experience something unforgettable. For example, they put flower strings above their customers' heads. Also, butterflied shaped candies were distributed to the customers in a unique way as they make them fall down from the sky at the customers etc.

Process:

A lot of people think that by assigning a waiter throughout the whole evening for a table is the way to go. 'Andres' defines a food-serving in a complete new way; they instead offer a fully-loaded team of waiters for all the tables. A table is thought to be served by at least eight people in the same evening. It gives the customers a sense of belonging rather than a standard dine-out.

People:

Andres' employee's, more than half of them, are actors. They dress up in a unique way as they are celebrating the "Halloween" every day. They dress up with different weird customs that grabs the customers' attention and make them interested as well.

Competitive advantage:

Unless the restaurant has