Canadian restaurant industry is going to be the focus for the Strategy project for this course. Your group must develop a comprehensive and integrated Marketing plan focused on finding new opportunities for the restaurant association with respect to online/digital enhancements for restaurants.

 

Restaurants across the country are fighting to survive as the lockdown measures ban indoor dining. More than 10,000 restaurants have permanently closed while legions of waiters, servers and bartenders have been laid off, according to data from Restaurants Canada. Even among restaurants that remain open, eight in 10 are either losing money or barely scraping by, the association said. Julie Couture, a spokeswoman for the restaurant association said the money spent redesigning the restaurant spaces to allow for physical distancing, installing Plexiglas barriers, increasing ventilation, adding air filters, and ensuring proper sanitization measures, and being asked to close down after spending all that money has brought nothing but frustration to the restaurant owners.

Julie Couture strongly believes that restaurants can get innovative in their approach and generate revenue even during pandemics by using digital platforms. The need for finding appropriate digital solutions is critical as restaurants are struggling without much online presence or digital enhancements, in the current pandemic situation.

 

Q1) What price strategy are you going to use to accommodate the online enhancement costs and why? (e.g., increase profit margin, add monthly subscription fee, 1-time annual fee, pay as you go, add new/more profitable items to the menu, etc.)

Q2) Please cite all external sources you used in APA/MLA format.