Abstract
The quick service restaurant category is the most vibrant, fastest-growing segment of the restaurant industry regardless of what the economy is doing. Because of the choices available to consumers, they have to go through a complex thinking process when it comes to where and what to eat. This is why every restaurant is strongly focusing on marketing strategy in order to differentiate itself from their competitors and keep its current customers' loyalty also attract new ones.
We came up with an analysis on the area of Concordia University, where there is a massive amount of students who ask themselves on a daily basis where to go buy their food.
We have decided to focus our study on the restaurant LE SUSHIMAN, located on Guy street and Maisonneuve boulevard. We were intrigued by the low traffic this restaurant was generating and decided to find a response to why the consumers are not responding to their offers. Therefore, the purpose of this study is to implement a marketing strategy towards the buyers in order to influence their behavior and minds and have Le Sushiman as a reference to where to eat.
