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Bill’s Marketing Strategy
Introduction
Bill’s, a business that started as a grocery store in Lewes, East Sussex has risen to be one
of the fastest British growing restaurants. Bill’s opened a cafe in 2000, following the increased
competition in the green groceries shops, and has since expanded to include 70 phenomenal
restaurants in various parts of the country. The restaurants focus on serving quality foods in a
welcoming environment.
Consequently, Bill’s has established a significant market share in the UK’s casual dining
sector; given their recognised food and drinks offer. Nevertheless, the restaurant needs to focus
on a new marketing strategy to overcome the effect of upcoming and old business that provides
direct competition to it. A new market strategy will be suitable to ensure that Bill’s keep on to
containing its strong foot in the market, having created loyal customers.
Industry Analysis
The casual dining sector in the UK is undergoing an intense period of growing margin
pressures, which is caused by the rising rate of labour, higher rates of doing business, and the
overall costs of foods. The problem is coupled with the reduced consumer confidence, as well as
sluggish growth of the wages. These problems usually culminate in reduced disposable income,

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which translates to low sales. Besides these issues, the prominent consumer trends are also
visible in the market. For instance, consumers are growing the desire for a healthy plate, in an
informal and experiential environment. Customers are also concerned with foodstuff provenance
and sustainability.
To be successful, Bill’s need an overhaul of its marketing efforts; to suit the current needs
in the market. The restaurants need to acknowledge the importance of technology, provision of
authentic experience, and the consumer’s health awareness.
Internal Business Environment
SWOT analysis
Strength:
Expansion strategy: Bill has a successful expansion strategy depicted by its growth over the
years. The first cafe was opened in 2000, but later in 2005, the owner established a new cafe in
Brighton. Having used this time to develop its brand, Bill’s opened 26 more cafes between 2005
and 2013, from Exeter and Bristol in the south Cardiff (O’Connor). In London, bout 13
restaurants were opened (O’Connor). With this tremendous growth, the business attracted
Richard Caring, a restaurant mogul, who invested in Bill’s.
Bill’s has an active product line. Apart from offering the ordinary foods served in different sizes
according to the customer’s requirement, the restaurants offer uniquely prepared breakfast meals,
beverages, and sandwiches, to meet the need of customers at different times. It summer menu
consist of Paprika, Garlic, and Chilli roasted half chicken. Special dinner also includes black
beans Chilli which is served after 5 pm every Monday.

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Surname 1 Student’s Name Professor’s Name Course Date Bill’s Marketing Strategy Introduction Bill’s, a business that started as a grocery store in Lewes, East Sussex has risen to be one of the fastest British growing restaurants. Bill’s opened a cafe in 2000, following the increased competition in the green groceries shops, and has since expanded to include 70 phenomenal restaurants in various parts of the country. The restaurants focus on serving quality foods in a welcoming environment. Consequently, Bill’s has established a significant market share in the UK’s casual dining sector; given their recognised food and drinks offer. Nevertheless, the restaurant needs to focus on a new marketing strategy to overcome the effect of upcoming and old business that provides direct competition to it. A new market strategy will be suitable to ensure that Bill’s keep on to containing its strong foot in the market, having created loyal customers. Industry Analysis The casual dining sector in the UK is undergoing an intense period of growing margin pressures, which is caused by the rising rate of labour, higher rates of doing business, and the overall costs of foods. The problem is coupled with the reduced consumer confidence, as well as sluggish growth of the wages. These problems usually culminate in reduced disposable income, Surname 2 which translates to low sales. Besides these issues, the prominent consumer trends are also visible in the market. For instance, consu ...
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