Porcini's Pronto Essay

1685 words - 7 pages

Executive Summary
Porcini’s, an Italian-American full service restaurant, has the vision to rapidly expand in the market. The restaurant’s executive team, which includes the VP of marketing- Allesio, the VP of Operations- Kurt Jensen, HR Director- Wanda Halloran, and Chief Chef- Mariana Molise, all collectively developed Porcini’s mission to leverage its strengths for growth. Considering Porcini’s strengths and options available, the organization’s overall strategies are to launch the Pronto’s concept and adapt a company owned-and-operated model. Porcini’s is looking for new opportunities to establish its brand into new markets within the Northeast region. One of the challenges about this ...view middle of the document...

Porcini’s success and quality could be attributed to the company’s management team, most of the staff, and the restaurant’s very accomplished and experienced Chef Morina Molise of New York’s Catania Grille.

Problem Statement
Will the executive team for Porcini’s be able to successfully achieve the idea for the restaurant to open up smaller limited-menu outlets called “Porcini’s Pronto and still be able to not compromise the restaurant’s infamous excellent reputation in food and service quality? If the company decided to pursue this venture, would they need to consider different models of ownerships options, such as franchising or syndication?

The initial sound of the opportunity for expansion for a restaurant chain that is regarded as being such a prominent player in the food industry sounds like an inevitable success. Because of this reason, most restaurant chains have been proven to “get in over their heads” or fail when choosing to pursue or accept ownership opportunities for the purposes of growth for the business. When marketing Vice President of Porcini’s, Inc., Tom Alessio came up with and presented the idea of opening limited-menu outlets, which would be called “Porcini’s Prontos”, he had several things to strategically analyze and consider about the growth opportunity. First to consider and most important to consider in this idea of his, is how to effectively achieve the success of Prontos while facing the challenge of possibly compromising the food and service quality that Porcini’s is known for. Also worthy of being analyzed and considered would be the operating strategies that are in planning for Porcini’s Prontos and what the direct and indirect effects of these strategies are on things like quality service and quality control for the company. Finally, the risks and the opportunities associated with the option to franchise and the option of syndication ownership are necessary to examine.
Several factors and recent trends within the restaurant industry would suggest that the creation of a concentrated limited-menu offered by a full service food chain that is known for having great food and service would be successful. As shown in several recent reports, since the mid-2000s, customers are opting for more healthy food choices, which include foods prepared with more fresh ingredients (Patton, 2013). Being that Porcini’s is a restaurant that has always offered fresh food that is prepared with fresh ingredients, today’s consumers may be more inclined to patronize a smaller, menu-limited Porcini’s in certain areas. The idea to strategically place Porcini’s Pronto in close to busy interstate highway exits places them at another possible competitive advantage, particularly due to the fact that Porcini’s main competitors within the chain restaurant industry aren’t designed to serve the traveling or in-a-hurry dining customer target market that Porcini’s...

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