Essay on Texas Roadhouse

2793 Words Mar 23rd, 2008 12 Pages
Texas Roadhouse

Table of Contents
Executive Summary……………………………………………………………………..3-4
SWOT Analysis…………………………………………………………………………4-5
Competitor Analysis……………………………………………………………….……6-7
Target Market Determination……………………………………………………….….7-8
Branding…………………………………………………………………………….…..8-9
4 P’s of Marketing……………………………………………………………………..9-10
Plan for Implementation……………………………………………………………...10-12
Product Service Life Cycle…………………………………………………………...12-13
Conclusion……………………………………………………………………………….13
Bibliography……………………………………………………………………………..14

Executive Summary

"We wanted to provide a place that the whole family could enjoy," says Taylor. "Texas Roadhouse is about a hearty, good meal with service that is friendly, energetic, and
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I tried to find a noticeable gap in programs/services, so that I could try and fill that gap for the consumer. I initially wanted to expand the Texas Roadhouse seating and create a quieter/cleaner atmosphere without peanuts that would attract a wider consumer base, but after completing my competitor analysis I realized that was the least of our troubles.

Key Competitors Number of restaurants Average seating capacity Average check per person Average sales per store Offers lunch & dinner
Texas Roadhouse 274 300 $17 3.7 million No
Lone Star Steakhouse 251 277 $12-$18 1.9 million Yes
Outback Steakhouse 786 250 $18-$20 1.9-4.2 million Yes
Longhorn Steakhouse 267 188 $20 1.7-3 million Yes

After reviewing the chart above, I realized that a better service for the Texas Roadhouse to offer would be lunch. It is obvious that the most important numbers above regarding restaurant size and profitability are fairly close. Also, it seems as though if the Roadhouse were to offer lunch that their sales would obviously increase. Therefore, this chart has shown that there is a gap in hours of operation of the current providers above and the Texas Roadhouse is the provider that is lacking.

It seems as though after trying to find a way to separate the Texas Roadhouse from its competitors, they were already separated but in a negative way. If the Roadhouse can compete with its key competitors only offering dinner, then

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