Frank’s All-American BarBeQue Case Study - Business Assignment Help

Assignment Task :

Overview  

Robert Rainsford is a twenty-eight-year-old facing a major turning point in his life. He  has found himself unemployed for the first time since he was fifteen years old.  Robert holds a BS degree in marketing from the University of Rhode Island. After  graduation, a firm that specialized in developing web presences for other companies  hired him. He worked for that firm for the last seven years in New York City. Robert  rose rapidly through the company’s ranks, eventually becoming one of the firm’s vice  presidents. Unfortunately, during the last recession, the firm suffered significant  losses and engaged in extensive downsizing, so Robert lost his job. He spent months  looking for a comparable position, yet even with an excellent résumé, nothing  seemed to be on the horizon. Not wanting to exhaust his savings and finding it  impossible to maintain a low-cost residence in New York City, he returned to his  hometown in Fairfield, Connecticut, a suburban community not too far from the New  York state border.  

He found a small apartment near his parents. As a stopgap measure, he went back to  work with his father, who is the owner of a restaurant—Frank’s All-American  BarBeQue. His father, Frank, started the restaurant in 1972. It is a midsize  restaurant—with about eighty seats— that Frank has built up into a relatively  successful and locally well-known enterprise. The restaurant has been at its present  location since the early 1980s. It shares a parking lot with several other stores in the  small mall where it is located. The restaurant places an emphasis on featuring the  food and had a highly simplified décor, where tables are covered with butcher paper  rather than linen tablecloths. Robert’s father has won many awards at regional and  national barbecue cook-offs, which is unusual for a business in New England. He has  won for both his barbecue food and his sauces. The restaurant has been repeatedly  written up in the local and New York papers for the quality of its food and the four  special Frank’s All- American BarBeQue sauces. The four sauces correspond to  America’s four styles of barbecue—Texan, Memphis, Kansas City, and Carolina. In the  last few years, Frank had sold small lots of these sauces in the local supermarket.  

As a teenager, Robert, along with his older sister Susan, worked in his father’s  restaurant. During summer vacations while attending college, he continued to work  in the restaurant. Robert had never anticipated working full-time in the family  business, even though he knew his father had hoped that he would do so. By the 

time he returned to his hometown, his father had accepted that neither Robert nor  Susan would be interested in taking over the family business. In fact, Frank had  started to think about selling the business and retiring. However, Robert concluded  that his situation called for what he saw as desperate measures.  

Initially, Robert thought his employment at his father’s business was a temporary  measure while he continued his job search. Interestingly, within the first few weeks  he returned to the business, he felt that he could bring his expertise in marketing— particularly his web marketing focus—to his father’s business. Robert became very  enthusiastic about the possibility of fully participating in the family business. He  thought about either expanding the size of the restaurant, adding a takeout option,  or creating other locations outside his hometown. Robert looked at the possibility of  securing a much larger site within his hometown to expand the restaurant’s  operations. He began to scout surrounding communities for possible locations. He  also began to map out a program to effectively use the web to market Frank’s All American BarBeQue sauce and, in fact, to build it up to a whole new level of  operational sophistication in marketing.  

Robert recognized that the restaurant was as much of a child to his father as he and  his sister were. He knew that if he were to approach his father with his ideas  concerning expanding Frank’s All-American BarBeQue, he would have to think very  carefully about the options and proposals he would present to his father. Frank’s All American BarBeQue was one of many restaurants in Fairfield, but it is the only one  that specializes in barbecue. Given the turnover in restaurants, it was amazing that  Frank had been able to not only survive but also prosper. Robert recognized that his  father was obviously doing something right. As a teenager, he would always hear his  father saying the restaurant’s success was based on “giving people great simple food  at a reasonable price in a place where they feel comfortable.” He wanted to make  sure that the proposals he would present to his father would not destroy Frank’s  recipe for success.  

Case Study Short Answer Questions  

Students should answer each question individually. Each question will be submitted  separately via Canvas on completion of the relevant Module. Each question should  be a minimum of 1 page in length. Please note some of the questions are not  compulsory. These do not have to be submitted however it is highly recommended  you look at the question and reflect on it and for those of you wanting to gain the  most out of the course, write a response for your own study and understanding  purposes). 

QUESTIONS TO BE ATTEMPTED AFTER COMPLETION OF  MODULE 1 

Question 1: Discuss how Robert should explicitly consider the customer value  currently offered by Frank’s All-American BarBeQue. In your discussion, comment on  Newman and Gross’s five types of value and the perceived costs.  

Question 2 (Not Compulsory): Robert has several possible options for expanding his  father’s business—find a larger location in Fairfield, add a takeout option, open more  restaurants in surrounding communities, incorporate web marketing concepts, and  expand the sales of sauces. Review each in terms of types of value (refer to Q1).  

QUESTIONS TO BE ATTEMPTED AFTER COMPLETION OF  MODULE 2  

Question 3 (Not Compulsory): In Chapter 2 "Your Business Idea: The Quest for  Value", Robert Rainsford was introduced in the FRANK’S ALL-AMERICAN BARBEQUE  case. He has returned to the family business and is very enthusiastic about expanding  the business. He has identified four options: (a) expanding the restaurant either at its  current site or elsewhere in Fairfield; (b) opening several similar-sized restaurants in  nearby towns; (c) using the Internet to expand sales; and (d) expanding the sales of  Frank’s sauces from a local store to a regional supermarket chain. Any one of these  ideas would represent a change from his father’s business model. Given that he had  not expressed any interest in the management of the business, how should he go  about approaching his father with these ideas? If the company expands, should  Robert approach his sister and her husband about taking a more active role in the  business? What should their roles be?  

Question 4: Frank Rainsford has been, in effect, the CEO of Frank’s All-American  BarBeQue since its inception. His major role has been that of restaurant manager,  receiving support from his assistant manager Ed Tobor for the last fourteen years.  Frank has two children, a son and daughter, who both worked in the restaurant as  teenagers. His daughter has worked periodically at the restaurant since she  graduated from high school. Frank’s son, who recently lost his job, has returned to  work for his father. The son produced several plans to expand the business, including  the opening of a second restaurant and the extensive use of social media. After  careful consideration, Frank has decided to open a second restaurant, but this has  presented him with a major problem—how to assign responsibilities to personnel.  His son wants to be designated the restaurant manager of the second restaurant and  made the vice president of marketing. Ed Tobor also wants to be the manager of the  new restaurant. His daughter has expressed an interest in being the manager of  either restaurant. How should Frank resolve this problem? (Hint: How (what needs  to be considered) should it be solved, not what are the roles they should be  assigned). 

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