A Famous South Indian Restaurant In The Uk Marketing Essay

A Famous South Indian Restaurant In The Uk Marketing Essay Mirch Masala, a famous south Indian restaurant in the UK started in the year 1995 in Norbury, establishing branches in Tooting in the year 2001, Southall branch in April 2004, Croydon and East London branch in 2005 and Ilford branch being the latest in February 2009, under the watchful gaze of its owner and founder, Mr. Riaz Hassan Sabir, 49. It bears the name of most basic ingredient of Indian cuisine. The specialties are karahi and barbecue dishes. All food is prepared fresh on the premises, which may explain the massive popularity, as it tastes so fantastic. Mirch Masala has a string of awards to its credit. The Norbury branch won a highly commended in the Croydon Guardian’s Restaurant of the Year awards and the Tooting branch won its region in the Tiffin Cup and has gone on to the national finals. Mirch Masala has been the winner of a number of UK restaurant awards, the latest being TOP 100 RESTAURANTS OF UK voted by EVENING STANDARD (AUG 2003). Business portfolio The ent ire business is build upon a horizontal integration, dealing only with restaurant business. Expanding its wings in the South London with a total of 6 branches, all branches approved by Halal Monitoring committee, UK. Having the same menu and same style of preparing the food in all branches is unique in Mirch Masala. Mission Statement â€Å"To provide customers the authentic taste of Indian cuisine and be the best in the Industry on a consistent level† Overview of Business Mirch masala started with the first branch in Norbury and succeeded over a period of time, developing further with 5 more branches to its profile. Having over six branches, Mr. Riaz Hassan Sabir enjoys reaping a good profit and delivers excellent services with good quality of food equally over all branches even though the branches are decentralized. Employees come from the same Asian background that has enough idea about Indian cuisine. The business comprises of over 60 employees in all the branches with sea ting capacity of 170 in Croydon branch, 320 in Ilford, 130 in Tooting, 160 in Norbury, 140 in Southall and 120 in East Croydon. Branches Norbury Restaurant 1416 London Road, Norbury London SW16 4BZ Tel: 0208 679 1828, 0200 765 1070 Email: norbury@mirchmasalarestaurant.co.uk Tooting Restaurant 213 Upper Tooting Road London SW17 7TG Tel: 0208 672 7500, 0208 767 8638 Email: tooting@mirchmasalarestaurant.co.uk Southall Restaurant 171-173 The Broadway Southall, Middlesex UB1 1LX Tel: 0208 867 9222 Email: southall@mirchmasalarestaurant.co.uk East London Restaurant 111-113 Commercial Road London E1 1RD Tel: 0207 377 0155 Email: eastlondon@mirchmasalarestaurant.co.uk Croydon Restaurant 40-42 Southend Road Croydon CR0 1DP Tel: 0208 680 3322, 0208-6809898 Email: croydon@mirchmasalarestaurant.co.uk Ilford Restaurant 7-13 Goodmayes Road, Goodmayes Ilford, IG3 9UH Email: ilford@mirchmasalarestaurant.co.uk SWOT Analysis SWOT analysis is a strategic planning tool used to identify internal fa ctors such as strengths, weakness of a business and external factors such as opportunities and threats which should be addressed on the right time in order to be successful over a period of time. SWOT analysis of Mirch Masala Restaurant is identified and specified as follows. Strengths The exterior and interior of the restaurant is clean and tidy The quality and service of the restaurant has created a good brand image over a period of time