Background of The Manhattan Fish Market
The Manhattan Fish Market originated from the west experience since 180 years ago in The Fulton Fish Market on Fulton Street underneath the iconic Brooklyn Bridge, New York. Over the years, The Fulton Fish Market has been relocated, but its reputation remains intact as one of the largest wholesale fish markets in the world.Inspired by the finest seafood restaurants found along Fulton Street in Manhattan, the Manhattan Fish Market restaurant chain serves only the freshest, lip-smacking American-style seafood. Their vision is to be the leading seafood casual dining restaurant chain in Asia in terms of delighting guests while in their mission statement is by serving unforgettable dining experiences that 'WOW' people, by ensuring only the highest quality seafood is served and by offering innovation and variety in menu offerings. The 4 P’s The Manhattan Fish Market (MFM)
The Manhattan Fish Market offer more sea-selections in their menu. Apart from the different types of fish not usually available in the local markets such as Alaskan Pollock, Barramundi and Swordfish, MFM also have more specialty products which are not easily available. These include Garlic Butter Mussels, Flaming Prawns, Cajun Fried Oysters and more. The style of cooking is combined with sautéed, grills, baked, fried with flames and more to attracts the consumers. Place
The Manhattan Fish Market normally located in the shopping malls attractions mainly in Asia countries such as Malaysia, Singapore, Thailand, Arab Saudi and Indonesia. The strategic location with casual dining experience is much appeal in the big cities such as Kuala Lumpur, Jakarta and more. Price
Every dish is meticulously prepared with heart & soul to ensure that the meal provides the sea-superb value for the money’s worth. It is quoted that the MFM do not slash prices, but accommodate to the budget. According to them; we do not cheapen, we enhance. The average price for each person dines in from RM 25.00 and above per person. Promotion
The promotion runs by the main company within a six weeks cycle. Most of the promotional menu that become a hit and become the main preference by the guest will be incorporated in the new menu to be offered. Current promotion is
Current practices for Managing Demand
1. Segmenting Demand
The MFM has segmented two different target markets during the weekdays and weekends. They targeted working adults in the weekdays and family during the weekend.
2. Offering Price Incentives
The MFM offered price incentives during the coffee break promotion which happens Monday to Friday (except PH) starting from 3pm to 6pm. Coffee or tea (including high price selling item e.g latte & cappuccino) is served at a promotional price of 95 cents. Customers are also entitled to claim the “Buy 1 Free 1” promotion for any of their starter during the coffee break promotion.
3. Promoting Off-Peak Demand
The 95 cent coffee or tea initiative could also be considered as an off-peak demand promotion seeing that it is with the objective of attracting customers to the outlet during the off-peak period of 3pm to 6pm.
4. Reservation & Overbooking
The MFM does have a reservation system in their restaurant. However customers hardly use the system. Only during the month of Ramadhan they will call to reserve their seats as the restaurant normally full during break fasting for the muslims. According to the assistant manager, during a month’s period only 1-4 reservations were made. Current practices for Managing Capacity
1. Cross-Training Employees
The MFM has a cross-training policy at their outlet, but the decision to whether or not to participate in the cross-training process is up to the employees themselves. The management will not force them to participate unless the management identified the reason to push their employees into cross-training. A multitask staff will be very useful...
References: 1. Miss Hirza Yati, Assistant Manager, The Manhattan Fish Market, Subang Parade Branch
List of Appendices
1. Restaurant layout
2. Duty schedules
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