irement of native people.
The findings also indicated that comparing with other factors; the quality and taste of Chinese fast food seem to be more important than other factors. The results also showed a large of people stressed on the service and the environment of the restaurants. A lot of people chose Chinese fast food restaurants may because a clean environment might provide people with healthy and safe food.
4.2 summaries of the results
Although the figure cannot represent the opinions of all people in Portsmouth, it indicates the general impression to the people’s welcome of Chinese fast food. The results of the questionnaire suggest that people more intend to be influenced by the quality and taste of food. Services and atmosphere in restaurants also have great influence on choices for Chinese fast food restaurants. Therefore, with the positive attitude of people toward Chinese fast food there would be an opportunity for Café de Coral Group to expand their market in Portsmouth. Moreover, in order to expand their market in Portsmouth, there are several factors that Café de Coral Group needs to pay attention, such as the quality of food, taste of food, the price of food, the service and the environment in the restaurants.
Strategies of the successful expansion for Café de Coral
Since Chinese fast food is so welcomed in Portsmouth and Café de Coral Group has huge opportunity to extend their market in Portsmouth, then some strategies and suggestions of the successful expansion will be listed below:
Control the brand and extend "quantity”. First it should be clear, the extension of products is no better. If one wants his restaurant more specialized, he will try to narrow road a bit. Only in absolute control of the existing market, can the Café de Coral Group enter into new markets. As the first to realize globalization Chinese fast food should standardize enterprise and make true effort in quality, service, taste and so on.
A competitive- oriented marketing strategies and specific marketing plans and programs must be developed. To develop Chinese-style fast food enterprises we must change the traditional mode of operation and strive to overcome the weaknesses of traditional operations and to borrow and absorb the benefits of Western-style fast food. At the same time, Café de Coral Group can maintain its own Chinese characteristics and create a new development path.
The principle of fast food restaurants should be located in business district, shopping areas, office and residential areas such as population density or traffic convenient location. These places generally possess higher passenger flow volume and have the convenience to customers to reach.
Chinese fast food restaurants should discard the traditional more depressing atmosphere, and adapt the atmosphere according to the consumption demand. To create a relaxed intimate atmosphere and provide a kind of pleasant, bright and spacious environment.
Fast food dish design should pay attention to nutrition and health. Chinese fast food product positioning is very important, in view of the different dining group, we should put more emphasis on the various tastes. The fast food restaurants should also pay attention to modern life rhythm, correspond modern way of life, and adapt to the social development demands. The traditional Chinese culture and the modern elements and fashion will show the particular ch
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