The Manito Ltd. currently operates one branch in Baden (AG), Switzerland. Opened in May 2016 as a start-up, it has established itself in the city of Baden as a well-known and popular burger restaurant. Customers appreciate the high-quality burgers and extroverted employees, which turn every visit into a “home for friends”.
Jeremia Konutgan & Tim Aidan Halter, 2018
Bachelor Thesis, Manito
Betreuende Dozierende: Michael Ulrich
Keywords: Conducting a location analysis in order to propose the optimal location for a second restaurant to the client
The management has noticed the potential for a second branch as in rush hours the Manito restaurant is always completely busy, and the demand is steadily increasing, indicating that the current business model is highly successful. The excellent feedbacks received by customers clearly point out the potential for a successful second branch in another city. The client and the project team had agreed on a location analysis in order to find the optimal location for that second branch.
In order to get a complete and accurate insight into the main factors in successfully analysing a location, the project team first has written a literature review with sources from primary and secondary research. Primary data has been collected from meetings with the client, customer surveys and on-site reports to gain a good picture of Manito’s situation and the respective markets, its possibilities and limitations. Secondary research data has been obtained from specific literature on the topic of general corporate and specific restaurant location analysis. Information collected from general studies about the topic were focusing on restaurant and high-end fast food organisations. The site evaluation method is specifically tailored to fit Manito’s wishes and ideas by selecting appropriate categories, in consideration of the client’s position. The project team have chosen 7 criteria, which are the basis for the conducted location analysis. Each criterion has been given up to 5 points and weighted with the corresponding weighting. The location with the highest weighted score is considered to be the optimal location for a second Manito restaurant.
Taking the location analysis and interpretation of the results into account, both the Kirchgasse in Lenzburg and the Bahnhofstrasse in Wohlen have achieved a lower weighted score compared to Aarau and Zurich. Their weighted score amounts to 3.05 respectively 3.1, whereas both Aarau and Zurich have scored a total of 3.8. Hence the authors propose Aarau and Zurich to the client as the two optimal locations for a second Manito restaurant. Depending on which criteria the client is willing to focus, either Aarau or Zurich might be preferred. Within the applied theoretical framework Aarau and Zurich score equally on the chosen weighted criteria, and therefore both locations should be considered as potential locations for a successful second branch.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Andere