Bennigan's (Cyprus vs. USA)

Emma Morillo & Ryan Frew

About Bennigan’s

Bennigan’s is an Irish pub-themed casual restaurant which describes itself as “genuine, warm and high spirited service”

Founded in 1976 in Atlanta, Georgia but currently headquartered in Dallas, Texas.

Bennigan’s is comprised of 34 domestic and 48 international locations

What Makes It Unique?

“American fare but Irish hospitality” in every location of the world

Product differentiation, the focus on alcohol availability (bars) in the restaurants, new offers in the menu every day, and “most attractive grilled burgers”

In the united states the technique is attention and service and environment

In Europe also attention and sporting events

Our Experience in Bennigan’s CY Attire was business-casual Promotion to attract families Décor included the Christmas spirit and

decorations from around the world, especially Ireland and US.

Sport-oriented atmosphere with TV screens and music

The attention was clean and respectful, quite fast or good waiting time, excellent cocktails and drinks and very good food

Our Experience in Bennigan’s US Patrons usually attend Bennigan’s to watch

a game, have a pleasant time with friends in the bar, or have lunch or dinner

Mostly crowded at night Florida every Saturday it’s Irish beer for $1

and others beers at regular market prices. Environment is very active and “Green” Makes most of profits in American Football

season

Similarities with US Counterparts Target Market: 18 and up, business

people, families Location: Close to hotels, places of

business, large population concentration Emphasis on American Food Appearance: Interior and Exterior

similarities in decoration and layout (bar at the center)

Free water (relatively uncommon in Cyprus)

Popular for television screens amongst sports fans

Similarities with US Counterparts Hours: Open for lunch, dinner, and late

coctails Owned by individual franchisers Similar waitressing approach

Differences with US Counterparts We visited Bennigan’s in Cyprus at 6pm on

Sunday, the US restaurants’ busiest time and it was nearly empty.

Soccer is showed in Cyprus, other sports more common in US

Drinks are more expensive in Cyprus restaurant Cyprus restaurant was unprepared for the large

group – expected a reservation Beer offerings Multilingual menu

Competition

Competition is abound in the United States, since Bennigan’s offers American cuisine. In Cyprus however, American food is a less common offering. Thus, Bennigan’s most direct competition are places like bars (to view sports), McDonald’s (for the American food), and family restaurants.

Conclusion

There are definitely more similarities than differences with the restaurants in both countries. This is because Bennigan’s is specifically placed in Nicosia to provide comfort to people who are more comfortable with American style dining. It is no coincidence that the restaurant is placed directly across the street from a Hilton. This type of Marketing works well in touristy areas but is not sustainable in other markets.

Pro

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Bennigan’s Drinks

Bennigan’s Drink Menu

The GLS Group at Bennigan’s

Emma & Kristi