Reference no: EM133148306

E'Khaya is a family owned African restaurant based in Tipton in the UK. This location has residents from various migrant groups including the English community. The owners have focused mainly on serving African cuisine since they opened the restaurant in 2014. However, the restaurant has been losing customers including those known to the owners rarely come out to dine now. E'Khaya has two systems, one called Quandro and the other EPOS which can be used by their front desk staff to take orders from customers. These systems have in-built software capable of storing customers' data. Now, the restaurant owner has asked you as a consultant to assist them with developing a plan that will enable them to acquire new customers, retain customers and also enhance their experience. www.ekhayabarandgrill.com

Task:

As a consultant you are required to create a Consumer Acquisition and Retention plan for e'Khaya Restaurant. The plan should consider the issues stated below:

Analyse the organisation and identify the areas they may create value for customers in order to attract and retain customers to enhance customer experience.

Discuss the importance of data management and how this can effectively underpin the success of the acquisition and retention for the organisation. Identify appropriate techniques for the organisation to capture data and understand their target market. Provide justifications for your recommendations.

Analyze and identify appropriate approaches to customer acquisition and retention for e'Khaya restaurant and how these can be effectively implemented. Provide recommendations and justify these approaches and how they can enhance customer experiences.

Compare and contrast various effective measuring techniques appropriate for the customer acquisition and retention strategies. Recommend and justify techniques appropriate for this plan.