Reference no: EM132793617

The Lumberjack Restaurant

The second restaurant opened by the James family is located in downtown Pineville. Built on the ground floor of a historic building, it was established as a more upscale alternative to the quick-service restaurants. John James made sure that the target market included almost everyone. He sought lunch and dinner business as well as young lovers of live music, particularly blues and jazz. The layout of the restaurant consists of a main room with a bar at one end and a stage at the other. There are tables on the floor with about 60 seats. The back connecting room offers a large video screen for sports broadcasts, a pool table and an electronic dartboard. The walls are finished in bare brick and decorated with large jazz and rock artwork prints. The menu at the Lumberjack is aimed at attracting a variety of customers. A good selection of soups, salads, burgers and Mexican dishes are featured, together with $1.50 drafts during jazz or blues concerts. The place is usually packed for lunch and dinner.

The simple yet tasty menu at affordable prices attracts customers. A $6.95 brunch is sold on Sundays that brings in families before and after church. Service is courteous and speedy and casually attired waiters serve meals without any fuss. Beer is poured in hard plastic glasses and paper napkins are used instead of napery. The Lumberjack clientele, particularly the college students, love the casualness of the restaurant.

I need for this case a Proposal of innovative marketing approaches for fare that would appeal to a people and apply common methods used in restaurant management.