Browns

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Sarah Boutaleb
Diane Guibourt


TABLE OF CONTENTS
Introduction…………………………………………………….
I – Browns restaurant
A) A short history………………………………………….
B) The concept of Browns restaurant…………………..
C) Browns in the UK………………………………………

II – Browns at Bristol
A) Meeting with Brown’s staff…………………………..
B)Questionnaire analysis: consumer’s profile……….
C) Products & Prices…………………………………….

III – Marketing plan & Competition
A) Marketing plan………………………………………...
B) Competitors: fast-food and cafés……………………
C) Restaurants……………………………………………

Conclusion……………………………………………………..
Appendices…………………………………………………….
INTRODUCTION

Browns is a famous restaurant in the UK, with fourteen Brownsrestaurants in total including six in London. It was in 1973 that the first Browns opened its doors in Brighton,

HOW BROWNS SUCEED TO DIFFERENCIATE ITSELF FROM THE OTHER RESTAURANTS?

How could Browns do so as to be different from the competition?
In which way, Browns Is different from other restaurant?

I – Browns restaurant

A) A short history of Browns, Bristol

Browns Restaurantis situated on Queens Road, in the Clifton, area of Bristol city. It has an opportunity to be on a beautiful and historical site. Indeed, the building originally housed the City Museum, but the interior was entirely damaged during the Bristol Blitz of World War II in 1940. Then, in February 1947, the remains of the old Museum were sold to Bristol University and converted for use as the universityrefectory. Finally, it was restored by Ralph Brentnall and in 1992, became Browns Restaurant.

B) The concept of Browns restaurant

Browns restaurants are French style bar and brasserie. Their buildings are particularly legendary in style and every Browns restaurant has the same kind of decor. In Bristol, the room includes the restaurant side and the bar side. The bar is very spacious andelegantly decorated with mirrors. The warm beige walls and wooden flooring adds to the clean and inviting atmosphere. There are black boards in an old school style showing the fresh daily menus and drinks. Around the bar, other round tables and chairs are installed which give to the restaurant a separation between places where you go to drink and places more specifically for meals. It contains anextensive selection of drinks (cocktails, wines, liqueurs, beers, soft drinks, teas, coffees) indeed Browns want their guest to be able to choose always something to suit their desire, mood or occasion.

On the side of the dining room, the subdued lighting and stylish, comfortable black leather sofa gives the restaurant a warm and friendly ambience. Plants are hung on the ceiling which makes anatural feel. Furthermore, the discrete lighting and candles on the table adds to the romantic and intimate atmosphere of the restaurant.
The principle of the restaurant is to serve classic food, well delivered in a stylish environment which would be a recipe for a success. Browns have decided to include classic and modern food in their dishes. The restaurant develops English specialties andtraditional style food, they offer to customers a selection of menus (Pudding’s Menu, Lunch & Early Menu, Breakfast & Brunch and Children’s Menu).

It can be seen that the staff are dressed in the same way, they wear costumes, they have black trousers, white shirt, a blue tie and a white apron tied around the waist which make them stand out from staff in other restaurants.
The restaurantalso has private rooms; the interesting nature of the Browns building makes it ideal places to host parties, weddings and other private functions.
Furthermore, the concept of the restaurant is also the fact that every Browns restaurant has a piano in order to entertain customers. It plays classical music, especially during rush hours which are at lunch time and at the end of the tea time and...
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