Wannaburger Case Study

Background:

Entrepreneur Jon Clemence opened his first restaurant on Edinburgh’s Royal Mile (High Street) in 2004. It was originally called ‘Relish’ but a year later he changed the name of the restaurant to ‘Wannaburger’ as he wanted it to be more fun. He says Wannaburger is a dedication to the humble hamburger and a desire to bring people really good food, real fast. He wants Wannaburger to focus on using the best quality ingredients to prepare the best possible hamburgers – a restaurant where the food does the talking.

Location:

This location was chosen by the founder as it was the epicenter of Edinburgh. It had a large number of tourists who visited the area each next day. The focus of the business is to provide high-quality burgers, also vegetarian, in an American diner style. Customers are not served by queuing, paying, and waiting. They directly receive their food at tables.

Business goals and objectives:

Wannaburger restaurant has three goals namely serving clients promptly, serving excellent food, and serving a large audience. The restaurant has come up with a set of objectives to achieve these goals:

1. Developing more brands of its hamburgers
2. Developing a sitting arrangement where customers get served without queuing
3. Using extraordinary ingredients to make the food
4. Expanding to other areas of the city
5. Choosing a site location where a large audience can be served – middle of the town

Business opportunities and challenges:

Business opportunities that Wannaburger restaurant can take advantage of:

1. The restaurant is environmental friendly in its operations thus it is likely to recommended by environmental awareness groups
2. The sitting arrangement allows clients to be served sat as opposed to queuing
3. A strategic location which has access to tourists thus huge sales can be realized
4. Opening a branch in the same town helps to reach out to more customers

The challenges faced are:

1. Satisfying the diversity of food preferences among the tourist’s community is hard since they are from diverse backgrounds
2. Using special extraordinary ingredients will definitely mean the food will be costly
3. Traditional dishwashing is labor-intensive thus more expenses to the restaurant

Business desired outcomes:

There is one desired outcome for this restaurant: becoming a restaurant of choice whenever it is located. Although this desired outcome is not stated clearly as so in the case study, it is not hard to perceive that this is the direction the restaurant is taking. The restaurant is going the extra mile in everything it is doing; special extraordinary meals, no queuing, developing more brands of hamburgers, being environment-friendly, etc. All these actions are meant to enable it to stand out from the rest and thus become the restaurant of choice for everybody – the owner aims to serve a large audience.

Growth:

To expand his business, Jon opened another Wannaburger near the well-known shopping area of Edinburgh Princes street. With this new restaurant, he aimed to provide hamburgers quicker, cheaper, and in a way that enabled the customer to eat them as they were intended – with their hands. New designs were given to some of the burgers to provide better value portions and to deliver quicker foods to customers. It allowed the people to have a faster, slicker, and more enjoyable experience whilst still giving them time to enjoy the BIG burger experience.

Green issues:

Wannaburger also thought of the environment, sacking the dishwasher and using a London-based bio-packaging company to package their food, meaning everything could be either composted or recycled.

Future:

After the success of Wannaburger Jon now wants to grow further but is not sure how to expand or change the business.

Assumptions:

The following assumptions are made if the restaurant is to achieve its objectives:

1. The restaurant would continue opening more branches to stamp its authority in Edinburgh
2. There would no substantial competition from other providers offering similar products
3. Tourists will continue flooding Edinburgh throughout the year

Techniques:

One technique that can be used to enhance the efficiency of the restaurant in meeting its objectives is the use of a SWOT analysis.

Strengths:

• Adopted Green-operations concept
• Serves vegan and nonvegan meals
• Serves special meals
• Offers a variety of hamburgers
• Ideal location
• In operation since 2004 – thus it has rich experience

Weaknesses:

• • Labour intensive e.g. dishwashing
  • Meals are expensive

Opportunities

• Can boost of being environment-friendly
• Use of social networks for marketing.

Threats:

• Competitors from providers offering cheaper meals Threats
• Extraordinary ingredients may be scarce to find.

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