1. MICRO MARKET ANALYSIS
STEAKHOUSE
The Plate Group:
Judith Cabanela
Deogracias Danguilan
Hope Lapating
Lala Miranda
Gina Nazareth
Thea Pineda

2. V
E
R
S
U
S

3. MISSION/VISION
TONY ROMA’s OUTBACK
Great food delivered Aspires to be the
by professional national company of
friendly team choice by being the
members resulting in most efficient &
guest loyalty. effective provider of
retail services that
deliver quality &
sustainable retail
stores.

4. CORE VALUES
TONY ROMA’s OUTBACK
Passion Integrity
Intelligence Diversity
Integrity Simplicity
Compassion Quality
Intensity Health & Safety
Accountability

5. Methodology
• analysis was based on observation
• done on two separate dates at three
different times
• 1st : January 12,2013 Saturday
1:00 pm & 3:00pm & 7:00pm
• 2nd : January 16,2013 Wednesday
1:00pm & 3:00 pm & 7:00pm

6. Methodology
• we used the following parameters
• Location
• Ambiance
• Customer segments wants & needs
• Competitors
• Unique Traits

7. Location : Glorietta 4
• strategically located
right beside Ascott
Hotel & main mall
entrance & lobby drop
off/pick up points
• shoppers, commuters,
tourists can never miss
this, being the first &
last to be seen

8. Location : Glorietta 4
• located outermost
area , corner of the
busy intersection,
fronting Taxi stand &
G5, SM & Intercon
Hotel right across the
street
• commuters & shoppers
mostly pass by, all
rushing for work or
other reason

9. Ambiance
TONY ROMA’s OUTBACK
• well lighted • dim lights
• cozy & friendly, with a • rustic & heavy but fun
homey atmosphere atmosphere
• more of a Diner , with • more of a “bar” ,with
ample tables & chairs huge bar counter,
& few bar tables at the more bar tables on the
ground floor, spacious ground floor, dining is
dining on the 2nd floor on the 2nd floor

10. AMBIANCE
TONY ROMA’s OUTBACK

11. Customer segments wants/needs
TONY ROMA’s OUTBACK
• family & “young barkadas” • mostly men & couples
• A & B crowd • “expats & Yuppies”
• aged 1-80 • sports enthusiasts
• steaks & pasta • A & B crowd
• average stay: 1 hour • aged 20-60
• longer on • mostly steak & appetizers
parties/meetings • average stay: 1 hour
• longer till “game is over” &
for drinkers

12. Competitors
TONY ROMA’s OUTBACK
• only competitor in • only competitor is
the area is Outback Tony Roma
• Krispy Kreme & • Modern China
Breadtalk competes in terms of
compliments for food preference
coffee & dessert • similar products
• similar products would compete from
would compete from nearby Hotels
nearby Hotels

13. Unique Traits
TONY ROMA’s OUTBACK
• offers varied services and • known for their steaks
products that could cater “down under”, expats and
all ages, making it more tourists love to hang out
family-oriented ,even after a busy day to unwind
offering kiddie parties & entertain them from
• location plays a major role “live sports game”
due to its proximity to • wider selection of Prime
loading/unloading area Steaks
• viewed from inside &
outside the mall

14. Steaks
TONY ROMA’s OUTBACK
• innovative cooking • create your own signature
techniques: slow-smoked steak
to mouth-watering • choose your cut
perfection • choose your cooking style
• finest beef • choose your soup or salad
• richly seasoned with select • choose your add ons
spices

15. CONCLUSION
TONY ROMA’s OUTBACK
1. Location drop off corner
2. Ambiance diner “bar”
3. Customer wider just enough
wants and
needs
4. Competitors Outback Tony Roma’s
5. Unique traits family oriented sports
enthusiasts

16. CONCLUSION
• Location and customer service are still important
factors to consider in running restaurants like
steakhouses.
• accessibility and presence of nearby landmarks would make
it easier for the customers to locate them and may be
enticing to passers-by
• customer service including courteous and efficient waiters
and waitresses would be a big factor to attract loyal
customers
• Variety in menu options coupled with friendly atmosphere
would create a wider circle of customers. However, if we
concentrate on the product , STEAK, we know that price is
not an issue, the challenge is to make the main product of
excellent quality, being their selling factor, in addition to the
perks that goes with it, satisfying their customers
expectations & ensuring loyalty.