Olive Garden vs. Milestones
In this paper I will compare my favorite restaurant, Olive Garden, to its most direct competition which in this case is Milestones Bar and Grill. These two restaurants are in competition because they target the same market and are located within one block of each other. Each restaurant is owned by one of top restaurant companies in North America. Olive Garden is owned by Darden Restaurants which also owns Red Lobster, Smokey Bones, Bahama Breeze, Longhorn Steakhouse, and Seasons 52. Cara Operations Ltd. is the owner of the Milestones chain as well as Montana's, Swiss Chalet, Coza, Kelsey's, and several others. Although there are several other restaurants within the same area as the two I have chosen, I believe that these two share the same target market most directly. The strengths and weaknesses of both of these establishments will be discussed as well as possible improvements Olive Garden could make in order to absorb Milestone's customer base.
I chose the Olive Garden as my favorite restaurant not only because it is my place of employment, but also I feel that it offers an excellent dining experience for a reasonable price. The Olive Garden is an Italian themed chain restaurant with approximately 250 seats. It utilizes its Italian theme not only in its menu but also in its interior and exterior design. The outside of the Olive Garden restaurant is built to resemble an Italian farmhouse, which definitely stands out in the modern commercial neighbourhood where it is located. The location of the Olive Garden Langley is ideal for a restaurant of its class. Due to its proximity to a large mall complex it benefits from both extensive parking and large amounts of foot traffic throughout the day. The combination of the excellent location, Darden Restaurant's huge advertising campaigns, and the brand recognition associated with the Olive Garden name ensure that there is a steady flow of guests. However the very high guest volume at the...
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