Leon has been head chef at the Elite Caf since it opened 25 years ago. The little restaurant has been a landmark in a small seaside resort town and, up to a year ago, had always been crowded with customers who came back to enjoy the same fresh seafood dishes they remembered years before.

In the past year, however, there has been a noticeable drop in its business, owing to competition from several new restaurants that feature nouvelle cuisine, gluten-free offerings, and ethnic cuisines.

Leon's boss, Dennis, the restaurant manager, is an eager young man fresh out of a college hospitality program. He sees what is happening and wants Leon to change the menu, but Leon flatly refuses. Instead, he says that the food is as good as it ever wasthe best food in townand that Dennis simply isn't promoting it properly and is probably making many other mistakes, too.

Leon makes it clear that he has no respect for college graduates who haven't paid their dues and "gotten their hands dirty"a figure of speech that is all too appropriate for Leon, whose sanitation practices are old-fashioned.

The other employees know about this ongoing situation between Leon and Dennis and are beginning to take sides. Dennis is aware that he must do something quickly. But what? Dennis sees his main problem as regaining the caf's share of the market and putting it out front, where it has always been. He can see only the following alternatives:

1. Fire Leon for insubordination. This is what he would like to do. But Leon is an excellent cook; no one on his staff can duplicate his chowder, lobster bisque, and other classics, and there are no recipes to follow.
2. Try it Leon's waya marketing program emphasizing an old-timey image and ambiancethe good old days, tradition. Dennis's heart is not in this approachhe does not believe that Leon is right and knows the other employees will protest.
3. Discuss the problem with his boss, the owner of the caf. She is an older woman who doesn't understand the restaurant businessand besides, Dennis doesn't want to admit to her that he has a problem.
4. Get expert advice on market trends and how to make a market study: Hire a consultant or pay a visit to his favorite professor at the hospitality Institute.

Case Study Questions 1. What do you think of Dennis's four alternatives? What are the pros and cons of each? What are the consequences?

- 2. What do you think is the real problem? How would you define it?

- 3. What should Dennis's objectives be?

- 4. Is Dennis himself part of the problem? If so, does this make it harder or easier to solve?

- 5. Are there other alternatives besides those Dennis has listed? Suggest as many as possible, and give each pro and cons.

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