Integrated Marketing for The Mexican Villa Restaurant

Anonymous
timer Asked: Feb 8th, 2019
account_balance_wallet $15

Question Description

If there is any one industry in which word of mouth can do great damage in a hurry, that industry would be food service, especially restaurants. A single round of food poisoning can drive away customers for months. Any tale of contamination or unsanitary conditions that circulates in a local community creates a major crisis for a restaurant owner.

Juan and Bonita Gonzales knew the risks when they opened their new restaurant, The Mexican Villa, in a small shopping center in North Canton, Ohio. With the recent wave of Mexican immigrants to the area, two other successful Mexican restaurants had opened across town. The couple believed that if they provided high-quality food in a pleasant atmosphere, their restaurant could succeed.

The business opened in the fall of 2015. First-year sales were better than expected. A diverse mixture of Hispanic and Caucasian customers regularly dined at The Mexican Villa. The restaurant had two distinct serving areas: the dining room and the cantina. In the dining room, authentic Mexican music played softly in the background. There was plenty of room between tables. The floors were carpeted and clean. Servers were dressed in bright colored clothing and were carefully trained to be pleasant, efficient, and helpful. In the cantina, the music was louder. The floors were tile. Smoking was permitted in a bar-type atmosphere. Television sets were tuned to sports programs. In both areas, customers were quickly greeted and served salsa and chips at no charge. The menu was the same for both areas.

Both the cantina and the dining room had regular customers who ate at the Villa as often as once a week. The Villa also had a strong lunch business, where a lighter menu with lower prices was featured. The restaurant was near a business district and shopping center, which provided access to many potential lunch guests.

The crisis occurred after The Mexican Villa had been open for 15 months. In the spring of 2017, one of the Villa food preparers contracted an infectious case of hepatitis. Hepatitis is highly contagious and dangerous. The local health authorities discovered the problem and forced the Villa to close for 7 days. Word was sent out in the newspaper, on the radio, and on the local television news that anyone who had eaten at the Villa in the past 2 weeks should contact the government health authorities to be tested. Word spread quickly through North Canton about the episode, both in the Spanish-speaking community and to other groups.

Fortunately, no one was infected. The employee had worn protective gloves while preparing food. The safety precautions used at the restaurant had kept the disease from spreading to others.

Juan and Bonita had a limited budget for advertising. Once the news stories had run, the media quickly lost interest. It was impossible for the couple to capture the same audience to tell people that the health crisis had passed. The number of customers who returned after the weeklong closure dropped dramatically. Sales had been down for more than a month. The couple began to wonder if people would ever come back.

1. What kinds of public relations tactics should be used to help The Mexican Villa?

2. Is there any kind of cause-related or event marketing program that might bring people back to the restaurant? Explain your answer.

3. Do you believe The Mexican Villa can be saved, or is it a lost cause? Why?

Tutor Answer

EXMenWriter
School: Carnegie Mellon University

Attached.

Running head: INTEGRATED MARKETING

Integrated marketing
Name
Instructor
Course
Date

1

INTEGRATED MARKETING

2

If there is an industry in which word of mouth can do great damage that industry would
be food service, especially restaurants. A single round of food poisoning can drive away
customers for months. Any tale of contamination or unsanitary conditions that circulates in a
local community creates a major crisis for a restaurant owner. Juan and Bonita Gonzales
knew the risks when they opened their new restaurant, The Mexican Villa, in a small
shopping center in North Canton, Ohio. With the recent wave of Mexican immigrants to the
area, two other successful Mexican restaurants had opened across town. The couple believed
that if they provided high-quality food in a pleasant atmosphere, their restaurant could
succeed. The business opened in the fall of 2015. First-year sales were better than expected.
A diverse mixture of Hispanic and Caucasian customers regularly dined at The Mexican
Villa. The restaurant had two distinct serving areas: the dining room and the cantina. In the
dining room, authentic Mexican music played softly in the background. The dining room was
large and the floors were carpeted and clean. Servers were dressed in bright colored clothing
and were carefully trained to be pleasant, efficient, and...

flag Report DMCA
Review

Anonymous
Thank you! Reasonably priced given the quality not just of the tutors but the moderators too. They were helpful and accommodating given my needs.

Similar Questions
Hot Questions
Related Tags
Study Guides

Brown University





1271 Tutors

California Institute of Technology




2131 Tutors

Carnegie Mellon University




982 Tutors

Columbia University





1256 Tutors

Dartmouth University





2113 Tutors

Emory University





2279 Tutors

Harvard University





599 Tutors

Massachusetts Institute of Technology



2319 Tutors

New York University





1645 Tutors

Notre Dam University





1911 Tutors

Oklahoma University





2122 Tutors

Pennsylvania State University





932 Tutors

Princeton University





1211 Tutors

Stanford University





983 Tutors

University of California





1282 Tutors

Oxford University





123 Tutors

Yale University





2325 Tutors