The first Bob Evans restaurant opened in 1962 in Rio Grande, Ohio, but today there are almost 600 restaurants in 18 states. The Bob Evans restaurants are owned and operated by Bob Evans Farms, Inc. which also owns Mimi’s Café. The Farm also produces prepackaged food products that are sold in grocery stores (Journal of Business Case Studies, 2012). The restaurant was originally known for its Rise & Shine breakfast, sausage gravy & biscuits, and offered Bob-B-Q, pumpkin pie, etc. Besides lunch and dinner, the restaurant also offers classic county gifts, games, and packaged home style food. The 25 year-old restaurants within a vicinity are managed by Regional Coaches and each restaurant is managed by a local general manager. Due to the long history, …show more content…
The breakfast business, what Bob Evans was known for, is saturated and also slowing down. The business of lunch and dinner are already offered by other strong competitors such as Applebee’s, Denny’s, and Chili’s (Journal of Business Case Studies, 2012).
Identify the root problem components Bob Evans most restaurants have over 25 years of history (Journal of Business Case Studies, 2012). Since 1962, when the first Bob Evans restaurant opened, many new restaurant appeared in the market, offering verities of home-style or packaged foods. Bob Evans is now facing more competition than ever before and needs to communicate its history, authenticity, and originality with its current or potential customers. The business needs to see new foot traffic through its doors, including new generations and families with kids.
Marketing Mix (discuss 5 P’s – product, price, place, promotion, and people)
Bob Evans products, including home-style and packaged foods, originally started from a sausage shop in the front yard of Bob Evans farm in Southeastern Ohio (bobevans.com). The products may have been slightly adjusted to match today’s customer demands, but perhaps not enough to attract new customers in particular younger generation or families with