Learning About A Representative Chinese Cuisine in Vancouver
Vancouver, as one of the most famous cities in the world with huge Chinese population, is placed as the fifth in the Mercer 2016 Quality of Living rankings. A factor that contributes a lot to the fantastic living quality is the well-developed catering industry, and Chinese cuisine helps the Vancouver catering industry become more diverse.
Based on the fact that majority of Chinese cuisine restaurants have good developments in Vancouver, it would be a nice opportunity to study about the method that these restaurants choose to run the successful businesses.
Pick one of the Chinese restaurants as an instance, Kirin Restaurant, a finest Chinese cuisine brand that has chain restaurants in downtown Vancouver, Richmond, etc.
The most attractive business tactic that Kirin use is Differentiation. As everybody already know, it is quiet common to find a Chinese cuisine in Vancouver, as well as for Kirin, the brand has hundreds of competitors that also offer customers with delicious Chinese cuisine. However, according to the mission statement, Kirin differentiates itself by “showcasing the finest Chinese Cuisine in Vancouver and served in a warm, authentic and elegant atmosphere”.
There are two main ways of Kirin’s Differentiation strategy:
Firstly, Kirin originally sets a higher level of value proposition. In order to gain reputation and win more profits, Kirin hires main chef who has Head Chef Status and leads the “New Era” Cantonese cuisine trend, as well as Kirin also uses best raw materials to make the cuisines. The action of picking experienced chefs and using finest materials helps Kirin to achieve a better food quality, also Kirin could offer customers with a better taste experience.
Secondly, Kirin is always trying to establish a closer customer relationship. Kirin has splendid decorations and accept not only daily reservations but also banquets and wedding. These activities make the distance between the brand and customers closer. As well as Kirin not only has membership, but also offers customers with festival gifts such as mooncakes and new year cakes, it is also an attractive way to appeal to more customers and keep a friendly relationship with customers.
In conclusion, Kirin makes itself a successful and competitive business case in the Chinese cuisine catering industry in Vancouver by using the strategy of Differentiation.
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Websites used:
http://www.kirinrestaurants.com/index.php5 (Kirin Restaurant)
https://www.imercer.com/content/mobility/quality-of-living-city-rankings.html – list (Mercer)