Document Type
Article
Publication Date
5-2008
Department
School of Business
Abstract
The Down Home Cafés, a profitable 23-unit chain of family-oriented restaurants in Arkansas, Tennessee, and Oklahoma, have had slowly declining same-store revenue growth during the past three years. Although research suggests that patrons give the Down Home Café high marks on food quality and value, growth may have been hurt by the lack of ambiance and brand image. Research indicates they are in target consumers consideration sets, although perhaps not a first choice. In order to generate growth, the executive team is focusing on ideas to generate repeat business and increase the underperforming dinner and weekend meal occasions. Down Home's advertising agency has encouraged management to step back from a short-term strategy and consider developing a more comprehensive approach. The agency presented analysis that has broken down the Down Home customer base into ten decision-making segments according to dining occasion, and is pushing management to adopt an overall branding strategy.
DOI
https://doi.org/10.19030/jbcs.v4i5.4782
First Page
27
Last Page
44
Volume
4
Issue
5
ISSN
15553353, 21578826
Recommended Citation
Bashaw, R. Edward; Brumm, Joan; and Davis, Larry R., "The Down Home Café" (2008). Faculty Publications -School of Business. 177.
https://orc.library.atu.edu/faculty_pub_bus/177
Comments
Original Citation:
Bashaw, R. E., Brumm, J., & Davis, L. R. (2008). The Down Home Café. Journal of Business Case Studies (JBCS), 4(5), 27–44. https://doi.org/10.19030/jbcs.v4i5.4782
This article was published under a Creative Commons copyright license, CC-BY 3.0 US.