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hes. In addition to restaurants, Café de Coral has catering and food processing operations. In Hong Kong alone, the Café de Coral chain caters to over 300,000 people on an average day.[2]
In 2006, Café de Coral began rolling out its "fourth generation concept" across all of its locations, effectively renovating many restaurants to bring them up to modern standards.[3] Last year (2011), Café de Coral made an investment in the Tao Heung Group, a smaller restaurant group that operates 11 brands all over China and Hong Kong.[4]
1.2 Features and superiority of Café de Coral Group
This part covers the content that analysis how the Café de Coral successfully operate and run in the cutthroat market. Café de Coral Group is the largest publicly listed Chinese Fast Food restaurant group in the world and has become the market leader of the fast food sector for over three decades. [5] Thus, it can be seen Café de Coral Group is the most competitive fast food restaurant to others. The reason why Café de Coral Group is so successful in China or even the whole world can owe to its unique superiority and features.
1.2.1 Features
1).In the restaurant, both typical Chinese and international dishes are offered. The restaurant offers meals in different periods: breakfast during the morning, lunch during the noon hours, tea time meals during the afternoon and dinner during the night;
2).It offers a variety of flavors and tastes for a variety of customers. Many of these customers who come as ‘repeat customers’ are most students and staff workers etc;
3).Its menu design is outstanding and concise, which reduces the customer’s time on the choice of food ; In addition, its menu is frequently varied with seasonal favorites and designed with four time segments to fulfill different needs of customers;
4). Food in the restaurant is produced in great quantities in the assembly line, so production cost is low and the prices are cheaper;
5). the restaurant particularly focuses on customer services. The service is quick and efficient. The food ordered can be eaten inside the restaurant, and can be brought out of it;
6). Café de Coral Group encourages customer feedback on services and products they received. They also welcome new ideas and recommendations from customers in order to improve the ability of services and products;
7).The principle business of the Group is the development and management of quick service restaurants chain. Quick service restaurant further strengthen the Group's leading market competitiveness in the fast food industry in Hong Kong. After strategic collection of Machu Wok in North America and New Asia Dabao in Shanghai, the Group's quick service restaurant business has now been globalized to cover different parts of the world including Canada, U.S.A., Philippines and China.
1.2.2 Superiority
1). the number of customers to the restaurant is always in large flow. Customers come from different nationalities and are not limited to certain regions but they spread all around the world;
2).Café de Coral Group constantly discusses and plans to increase the benefits for their customers, employees and management. Business culture is the customer as the center;
3).The Group has also diversified into all-around specialty restaurant operations. The Spaghetti House, in 1991, enabled the Group to achieve a more diverse earning ba