Tackling marketing obstacles in a competitive restaurant industry: A case on Jessie’s

Abstract

Our final project is based on problems faced by Jessie’s. Jessie’s is a well-known gourmet burger joint operating in Islamabad. Although it has gained popularity in a short span of time. Jessies’s is owned by the Jaswal brothers and they have a strong name in the music industry and this is the reason many people are aware with the Jessie’s brand. Due to the success of one branch in Islamabad Jessies’s has opened a new branch in Lahore. However, after opening this outlet, Jessie’s started to face some problems regarding lack of uniformity in terms of processes across both the branches and lack of untrained staff has also effected the brand in terms of slow customer service and it has also affected the smooth operations at Jessie’s. The aim of this project is to solve the problems of Jessie’s. We will help them to bring some sort of changes in their service scope and due to this the customer will be satisfied easily and brand image will be improved. Secondly, we will be providing them a platform where the staff of Jessie’s will be trained, and their skills will be enhanced because a trained staff is the most important asset of an organization if it is utilized properly then the business will be among the industry leaders. This project will also be helping Jessie’s to improve its operation management systems because if the operations are strong then problems will not occur. And at last the project will help Jessie’s to solve their uniformity problem in terms of processes, standards and the management of staff. Although there were also a few constraints including limited time, limited resource availability, travelling constraint along with limited budget