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P6-3A The Grand Inn is a restaurant in Flagstaff. Arizona. It specializes in southwestern style meals in a moderate price range. Paul Weld, the manager
P6-3A The Grand Inn is a restaurant in Flagstaff. Arizona. It specializes in southwestern style meals in a moderate price range. Paul Weld, the manager of Grand, has determin that during the last 2 years the sales mix and contribution margin ratio of its offerings are as follows. Percent of Contribution EREX Total Sales Margin Ratio Appetizers 15% 50% lood or diiv Main entrees 50% 25% DI Desserts obute od 10% 50% Beverages 25% 80% Paul is considering a variety of options to try to improve the profitability of the restaurant. His goal is to generate a target net income of $117,000. The company has fixed costs of $1,053,000 per year. o bslbin Instructions (a) Calculate the total restaurant sales and the sales of each product line that would be necessary to achieve the desired target net income. (b) Paul believes the restaurant could greatly improve its profitability by reducing the complexity and selling price of its entrees to increase the number of clients that it serves. It would then more heavily market its appetizers and beverages. He is propos- ing to reduce the contribution margin ratio on the main entrees to 10% by dropping the average selling price. He envisions an expansion of the restaurant that would increase fixed costs by $585,000. At the same time, he is proposing to change the sales mix to the following. Percent of Contribution Total Sales Margin Ratio home Appetizers 25% 50% 25 Main entrees 25% 10% Desserts 10% 50% hele Isto Beverages war 40% 40% 80% Compute the total restaurant sales, and the sales of each product line that would be necessary to achieve the desired target net income. (C) Suppose that Paul reduces the selling price on entrees and increases fixed costs proposed in part (b), but customers are not swayed by the marketing efforts and sales mix remains what it was in part (a). Compute the total restaurant sales and *** sales of each of each product line that would be necessary to achieve the desired target net e. Comment on the potential risks and benefits of this strategy
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