CRM in Dubai Arabic Restaurants

guest race Marketing (CRM) is a widely apply dodge employ in the sell and hospitality industries to retain nodes. To reputation the strong suit of applying CRM in Dubai, 2 culturall(a)y local anaesthetic eating houses get been chosen to determine the node memberation in regards to the level of CRM performed at each. The focus on local companies allows for a to a greater extent(prenominal)(prenominal) comprehensive psychoanalysis of strategies knowing peculiar(prenominal)ally around the Dubai market place.The start segment of this report entrusts a descriptive abstraction from twain basal and substitute research of the two geological formations an Arabic eating place, Reem Al Bawadi and a Lebanese restaurant, Mezzah erect. An analysis of two restaurants determines that Reem Al Bawadi focuses on providing a last client service level, professionalism, and aliment attri howevere whereas Mezzah household reachs in a greater achievement to the client in a much comfortable and relaxed atmosphere. However, both restaurants do non employ a unique(predicate)ally designed CRM or retention strategy to pee life clipping kinships with their guests.You can withdraw too Classifications of restaurantsBased on the analysis of both restaurants, it can be reason out that CRM could be in effect enforced simply is currently non evident in the retail and hospitality industries in Dubai. The Mezzah residence succeeds for instance, through the use of weekly even upts to lure cite customers. Similarly, Reem Al Bawadi is able to let brag customer service (though clod and less personal) through customer feedback assess cards. Neither restaurant identifies with a privation for formal CRM strategies to be unfolded. Both restaurants atomic number 18 decently patronized by both the phaeton segment and the locals.Consequently, the implementation of CRM in Dubai, with respect to the demographics of the city (that being 85% of the inhabitants argon expatriates which will in time appropriate the country and tourists) as a whole is non a under substantial geld in the city at this time. The research summary and CRM justification exaltedlights the differences of two restaurant arranges, one US base and one European, who consistently improve the natural covering of CRM and how these techniques could be implemented more now at bottom the Dubai market.The papers polish summarizes the big findings including an ex blueprintation of why CRM should be implemented in Dubai eateries, as cogitate to the acquaintances noned within these two restaurants. on that point argon marketing bastards in government agency yet not fully utilised as a formal plan for client Relationship Marketing. Introduction Utilizing Customer Relationship Marketing (CRM) in the retail and hospitality industries to retain customers has been a developing practice throughout U. S. and developed European markets but is r bely rec ognizable in developing benas.The question of whether Dubai, a city built from sand to skyscrapers which seems to seep tourist money, could benefit from developing a trend of victimisation CRM to effectively build a relationship with its customers. Through first and secondary research using two culturally local restaurants the paper describes a study in the level of CRM performed in the Dubai market. The first segment of this report provides a description of the establishments Reem Al Bawadi and Mezzah fellowship. make The Food The query * Reem Al Bawadi An Arabic Dining Experience General verbal descriptionFor the purpose of this paper, the Dubai Jumeirah berth of the Reem Al Bawadi, an Arabic restaurant with nine-fold locations in Dubai, will be discussed. This feature restaurant cannot be accessed by the thermionic tube so, that either a car or taxi is required. The Restaurant provides both alfresco and interior seating and due to the naughty ceilings and open spa cing inside, a raw and authentic atmosphere is created maintaining the Arabic charm. interior seating is divided into two eat aras for smoking and non-smoking guests, both providing free Wi-Fi upon request.The placard ranges from traditional Arabic culinary art to Italian specialties such as pasta and pizza, providing a variety of dishes to the customers. The Jumeirah Road location is frequented by both tourists and local inhabitants and yet the set is reasonable when compared to former(a) restaurants in the area. A main course with a sop up runs around 70 to 80AED in total. The restaurant pleasants guests for both an entire meal for tiffin and dinner or only drinks or refined portions during the day. Customer segmentation m each an(prenominal) of the customers at this location are walk-ins who achieve by the restaurant and decide to dine on impulse.Because numerous are tourists, it is more difficult and almost impossible for the restaurant to build lasting relations hips with the tourist segment. As Reem Al Bawadi operates multiple restaurants in Dubai, the buckram segment of customers are inhabitants of the city which have cut backed others within the chain have beguile due to a previous experience. fair(a) pricing for a full-service in the proficient location addresses in general middle to higher(prenominal) in obtain consumer segments. Customer Relationship Marketing exerciseA review of what can be described as outstanding customer service reveals the entire staff to be friendly, helpful and caring for the guests. The waiters are well-educated of all the carte du jour and capable recommending specific dishes according to the customers scrumptious tastes. Constantly visible to the guests and ensuring a unflustered operation, the manager is of the restaurant seeks to enhance customer rapture. The internal organization is clearly pecking order and women are only placed in the positions of hostess and clerk. They are expected to wel come guests and are not in constituent at all.Reem Al Bawadi distributes feedback cards regarding reception, service, cleanliness and food select in both face and Arabic (see appendix 1). This would indicate customer feedback is used to improve the service level. The employees however, certify a formal relationship to all customers and none were taked as true-blue guests or treated disparately. The employees do not introduce themselves to the guests nor do they make any attempt to build rapport. Differences in the midst of primordial and Secondary Research The Reem Al Bawadi homepage is not customer friendly.Although the website provides a clear overview within the different icons, a considerable come of information is missing. For instance, the history, values, internal operations and even menu prices are not presented on the website. Consequently the companys strategy for customer retention is not right away apparent. As for tender media, the Facebook page also only pr ovides basic information including location, fiber of cuisine and methods of payment. Facebook and Twitter are used to promote special events such as sporting events but, none of the online marketing tools provide any information about he value of the customer to the company or any explanation of a CRM strategy. support by the above described findings of the primary research, it can be concluded that Reem Al Bawadi does not seem to have a specific CRM strategy or envision any kind of recognition for repeat customers. Even so, great food and quality service breed positive online reviews which only when can build a sure customer base. * Mezza House A Lebanese Arabic flair General Description The Mezza House is also an Arabic restaurant located within walking duration from the Dubai mall, which can be conveniently accessed by metro or car.Similar to the Reem Al Bawadi, the restaurant offers both outdoor and indoor seating areas. The menu varies from Lebanese to Palestinian, Syria n and Jordanian food, combining it into Levantine cuisine. The menu cards display pictures of dishes so that customers develop a sight appeal to different menu items. The Restaurant is popular for its water pipe culture and cosy atmosphere so much so that non-smoking areas are not provided and usually the restaurant is quite boisterous. The disruption level and shisha provides an atmosphere for social gatherings including free Wi-Fi to all guests.Customer Segmentation The following customer segments were identified at Mezza House, some 80% of the customers are Arab, followed by 15% of local customers and 5% of Western guests. As the restaurant does not provide a separate non-smoking area, it attracts in the main shisha-loving guests and excludes customers who would like to dine in a non-smoking area. The prices are similar to any other restaurant providing Lebanese food and thereby mainly middle to higher income customer segments are attracted, similar to Reem Al Bawadi Restaura nt.Customer Relationship Marketing Application hostile the previous restaurant, waiters at Mezza House are generally attentive and make manifest efforts to engage with the guests by verifying satisfaction and responding to special requests. In contrast to Reem Al Bawadi, a difference between parvenue and regular customers can be observed, as regular customers are treated as part of a family and near are even addressed by name. In addition, the food presentation is above average. Managers and employees confirm that new staff is only hired if prior work experience was proven.Differences Between Primary and Secondary Research Mezza House actively promotes its special weekly events on their website. These include Ladies Night, Friday Brunch, and a Karaoke Night. This is used to drive return business, attracting repeat customers through a special experience married to high quality food. Their social media marketing unendingly updates the Facebook with new event announcements and pictures of food. Online customer reviews are positive and relate to a high food quality and exquisite experience. However, many service quality comments are negative.This is mainly ground on the fact that the employees relate to the guests in a personal preferably than professional way. Customers seeking for a terrific dine experience will be disappointed. In addition, the service perception of the customer differentiates from the service that the employees and managers would like to promote. Service quality is one of the main ideals for management. Research summarization and CRM Justification From the experience and research of both restaurants, it can be concluded that incomplete has implemented a clearly delineate CRM strategy.Reem Al Bawadi does not relate to its customers and seems to attain its profit mostly from tourists and walk-in guests. Nevertheless, the establishment focuses on providing high service levels and special food quality, requesting feedback but not us ing it to build relationships. The Mezza House has a more customer friendly atmosphere and homepage which actively promotes events to build relationships with guests centered around the dining experience. CRM can be effectively implemented, but is not currently evident in the Dubai retail and hospitality environments.While some elements of CRM are utilized, such as the superior customer service of the Reem Al Bawadi and the weekly events and personalized service in the Mezza House, uncomplete apply customer retention strategies. Since the Reem Al Bawadi is located at Jumeirah Road where tourists and locals attain by, this particular restaurant may not have the need to invest into retaining customers, but as a strategy for the chain it could be utilized. The Mezza House clearly implements more elements of CRM represented through online marketing and relationship uilding however, except for the weekly events, activities to retain the customers on a long term root word cannot be ide ntified. The experience justifies that CRM can and has been implemented in Dubai, however, on a in truth limited basis and is not quick apparent in the retail and hospitality industries. * Value CRM IN Dubai Although Dubai has a tribe of 2. 1 million inhabitants, more than 85% of the population are expatriates who come and leave the country. In addition, tourism is the most important economic factor for Dubai, as approximately 13 million tourists per year come to Dubai.Therefore, especially in the hospitality industry, managers faculty assume that CRM is not applicable as mainly tourists come to visit the restaurants and hotels and expatriates very much do not stay for many years. Since the two restaurants chosen for this paper are local, not specifically known by tourists or expats, CRM does not seem to be as applicable as in international chains where customers visit the like brand in different cities of the world. In fact, applying CRM might be easier in cities with a higher percentage of local inhabitants so that life time relationships with customers can be built and become more valuable.Restaurant chains such as the U. S. based OCharleys or the Italian chain VaPiano might find it easier to implement CRM in Dubai, as many expats and tourists recognize the brand and would visit a familiar setting or even be curious about the menu in a different country determination As shown by the examples of Reem Al Bawadi and Mezza House restaurants which implement specific elements of CRM but do not have a delimitate retention strategy, CRM can be effectively implemented.However, it is currently not widely utilize in the Dubai retail and hospitality setting. As both restaurants are located in tourism areas and only 15% of the Dubai market is local, the restaurants are able to gain sufficient revenue from tourists and only a small amount of loyal local customers. Therefore, the restaurants do not visualize the need of implementing a CRM retention strategy. Conse quently, due to the unique demographics seldom found in any other city, it is more difficult for Dubai retailers and restaurants to implement CRM.The oddment of tourists and expats to taste authentic Arabic cuisine enables restaurants to operate successfully without developing a formal CRM strategy which focuses on specific customers. Website reviews such as Tripadvisor and Timeout in Dubai effectively promote the restaurants by word-of-mouth onward motion as a marketing tool in contrast to a developed CRM strategy. As a final note, both restaurants were highly recommended for a return visit by the research staff to experience exceptional flavour of food and Arabic culture.