Question

Question 3: In Chapter 2 "Your Business Idea: The Quest for Value", Robert Rainsford was introduced in the FRANK’S ALL-AMERICAN BARBEQUE case. He has returned to the family business and is very enthusiastic about expanding the business. He has identified four options: (a) expanding the restaurant either at its current site or elsewhere in Fairfield; (b) opening several similar-sized restaurants in nearby towns; (c) using the Internet to expand sales; and (d) expanding the sales of Frank’s sauces from a local store to a regional supermarket chain. Any one of these ideas would represent a change from his father’s business model. Given that he had not expressed any interest in the management of the business, how should he go about approaching his father with these ideas? If the company expands, should Robert approach his sister and her husband about taking a more active role in the business? What should their roles be and explain why you have chosen these?

Answer 1

Robert is in fact heading in a very correct direction. We will define the proposal in three aspects:

1. Things Robert/Frank should leverage

2. Value proposition they deliver

3. Internal and External Brand building and operational activities.

Things to leverage:-

The existance of the brand since 1980s

Popularity gained by the awards and mentions on local newspapers

Value proposition being delivered:

The quality of food

Reasonable price

Comfortable ambience

The Brand Building exercise:-

Robert needs to focus on this the most, taking the business online shall do little good if the orders received are not met fulfilled on time. Thus internal operations need to be matched up the estimated demand, which often requires investment.

The USPs and Value proposition defined above have be brought out clearly in the brand positioning and we need to pay keen attention on brand consistency.

Brands take tremendous effort and investment to be built, and are often lost along with all the investment if not handled properly and thus attention to details is always important.

We may also like to improve customer engagement, to ensure that we have repeat purchases, customer loyalty program and special promotional offers for loyal customers shall prove benefecial.

Thanks!