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Emma Morillo Ryan Frew MKTG-491
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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