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Word Count: 1,250
There is a problem because Kathy Kelleher manager of Bentleys wanted to keep the market open to everyone But everything seemed to be targeted toward the student and faculty at the University of ArizonaThe critical question is if she wanted to provide a facility that would appeal to all why is Kathy Kelleher putting so much effort into exposing the University market to BentleysThis is the basis for the problem because Kelleher had neglected to offer specials or other promotional items to attract people other than the university crowd1 Pleased to see many students seated throughout the restaurant due to a current advertisement in the local newspaper2 Promoted a University of Arizona studentfaculty dinner for 595 from 400 to 600 daily3 Students dismissed Bentleys in the past because it was out of their price range4 Kelleher wanted everyone to feel comfortable in her establishment and thought it was time to expose the university market to the restaurant5 The overall sales mix was 80 percent food and 20 percent alcoholic beverages6 Kelleher made her mission statement very clear We offer a little bit of everything for everyone The last thing I want to do is limit the market to one particular group 7 Kelleher decided to offer two separate menus beginning in August of 19888 The dinner check average was 1700 including beverages9 Front-of the house employees were unhappy because they had to serve more customers to make the same amount of money10 The chef and cooks were less enthusiastic since they considered the lower price additions to the dinner menu to be incompatible with the overall concept and not worthy of their attention 11 Lunch service was discontinued on weekdays in early 1989 after covers plummeted by 75 12 Management blamed the decrease on the construction on a former parking lot which had previously been used by the restaurant guests13 Lunch customers were unable to park and went elsewhere14 Kelleher eliminated significant overhead by closing
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