House of Lasagna Case Study Analysis

House of Lasagna Case Study
In November 2018, Jannah Chua Torres, co-owner of House of Lasagna (HOL), a chain of casual dining
restaurants in the Philippines, was considering different marketing strategies to increase customer
awareness of the chain’s brand and unique menu. Unlike other Italian restaurants, HOL was the only chain
of restaurants serving affordable gourmet lasagna in the Philippines. The company had seven restaurants
in November 2018 and a target of 25 restaurants by 2020. It was an ambitious target for the company that
had opened only seven restaurants in the last nine years. Torres was concerned about the customer
satisfaction survey that the company conducted every year. The survey reported high customer satisfaction
but comparatively low brand awareness. Torres knew high brand awareness was critical for future growth
plans. What marketing strategies could HOL use to increase its brand awareness? Future growth and
expansion strategies were most important, considering that the company was planning to open new
restaurants and expand into other areas in the Philippines. Torres wondered if a loyalty program could also
increase customer retention.

1. Analyze the brand HOL and discuss the key contributors to HOL’s success.
2. What are the customers’ service expectations from restaurants such as HOL? How did they develop?
3. What would it take to ensure that customers at HOL are highly satisfied? How valuable is a highly
   satisfied customer in the restaurant business?
4. Discuss the importance of CRM for restaurants such as HOL. Suggest a loyalty program for HOL.
5. Discuss the various growth and expansion strategies for HOL and make recommendations. Suggest how
   HOL can better connect with it’s customers.
6. Should HOL use franchising to increase its geographical reach?
   Write 3-5 bullet points for each item on the agenda below as an overview and analysis of the case study.
   Include both Macro-Micro(5Cs)/STP/4Ps market analysis (address issues 1-3 there) plus a
   recommendations section addressing issues 4-6 below.
   Agenda
7. Background
8. Market Situation
9. SWOT Analysis
10. Segmentation
11. Target Markets
12. Product Positioning
13. Collaborators
14. Competitors
15. Situational Analysis
16. External Barriers
17. Internal Barriers
18. Alternatives
19. Recommendations
    Preferred language style Simple (Easy vocabulary, simple grammar constructions)