The restaurant industry is very competitive; the lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. The food service business is the third largest industry in the country. It accounts for over $240 billion annually in sales. The independent restaurant accounts for 15% of that total. The average American spends 15% of his/her income on meals away from home. This number has been increasing for the past seven years. In the past five years the restaurant industry has out-performed the national GNP by 40%. The reasons given by the Folkney Report (November 1994) are 1) lifestyle changes, 2) economic climate, and 3) increase of product variety. Food production and assembly will take place in the kitchen of the restaurant 10.4 (2010) (286-300. Business Source Premier). Fresh vegetables, meat and dairy products will be used to crate most of the dishes from scratch. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff.

Product Development
Because introducing new products on a consistent basis is important to the future success of many organizations, marketers in charge of product decisions may choose to often follow set procedures for bringing products to market. New product development relies on bringing together different disciplines to make sure the new product has the required functionality and appeals to a target market. As a result, companies have to implement specific organizational structures that promote effective new product development and strategies.

There are several components of successful restaurant marketing Branding is one of the key components. There has been lots of hype over the last few years about branding. We're all being told we need to do more branding and a better job branding, but no one has really stopped to explain what a brand is and how you build it. A brand is a promise. It's what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant. A strong brand is one that has alignment between the promise and execution. It's not something that happens when you advertise, and it's not that people recognize your logo or recall your advertising. (Nation's Restaurant News 22 Oct. 2007)

When thinking of product I have to think not only what type of product I’m trying to show but also what type of presentation tools are being presented as well. Most consumers are attracted to a particular brand based on their need. A young mother with small children would require a restaurant that can accommodate children, yet provide a place where adults can relax and mingle with different personalities & cultures.

When deciding what type of products I provide, I would need to ask questions such as; what type of services will my company offer to customers? Within my Business I would prefer to have a restaurant that focuses on different types of foods, not just American foods but Introducing foods that are rich in culture and rich in taste. Working with different types of cuisines will bring forth bright colors & cultural education. The customer will also be able to learn more about the dish and where it was originated from.

When trying to appeal to the Consumer I’m finding ways to reach out to every culture with the taste of food. There aren’t that many restaurants that offer around the world cuisines, this is a tricky tact but it would be effective because not only am I bringing in different personalities, I’m also bringing in different cultures. When aiming to perfect different cuisines from around the world, my staff would consist of different cultures, this way when an entry is requested I have the proper tools and staff to execute the dish and make the customer happy.

The one true weakness with around the world Cuisines are the cultural difference. It would be easy to offend if the dishes prepared were not properly executed, this can range from the Ingredients and overall the presentation. When deciding on the pricing I would generate the prices according to the regional food I prepare. If I were to have a Rastafarian dish prepared I would price it according to the original price of the dish within that region, I would then incorporate the value of the taste & Ingredients. Variable costs are costs only experienced when there are customers. These increase when there are more guests and do not exist without guests. One example would be estimated food expenses per guest for the average meal. These are more difficult to estimate, because you need to estimate per guest cost rather than the yearly cost. Keeping the menu pricing modest but offer superior food quality and presentation. My company would plan to keep the menu prices under $20.

When offering the different types of cuisines I would start off with trial dishes, not all dishes will sell the same which means I have to produce trial basis on the particular dishes, the presentation does not overlay the quality. Overall the experience within my restaurant will determine the price. When choosing what type of pricing it will also depend on the location. My restaurant would fit into an area that personifies their culture so the business would be around different cultures and other businesses. The ideal location would also attract tourists; it would be great to experience your culture while vacationing we all get homesick when we leave home.
Customer service has always been the major draw for the dining clientele. Food and atmosphere is far out-shadowed by superior customer service that turns a new customer into a repeat customer. Management will demand the wait-staff provide the very best in quality services to the customer, making certain that they are content and satisfied with their dining experience.

References
Anderson, Michael L. and David A. Matsa. “Restaurants, Regulation, and the Supersizing of
America.” Regulation Fall 2010. Business Source Premier. Web. 27 Sept. 2011.
Licata, Elizabeth. "Appealing websites make a difference with younger, tech-savvy dining crowd." Nation's Restaurant News 22 Oct. 2007: 106.
Business Source Premier. Web