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Revitalizing La Rustica: Uncovering Insights for Sustainable Growth

Conducting marketing research to investigate factors contributing to declining sales at La Rustica, an upscale Italian restaurant in New Westminster. The study will explore external influences post Vancouver 2010 Winter Olympics, customer preferences, and impact of stricter driving regulations. Utilizing in-depth interviews and surveys with local residents, this research aims to provide actionable recommendations for La Rustica's management to prevent future closures.

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Revitalizing La Rustica: Uncovering Insights for Sustainable Growth

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  1. Marketing Research

  2. Opening Activity • Student Name

  3. Marketing Research Proposal 1. Research Client: La Rustica 2. Background: La Rustica is a local Italian restaurant located in uptown New Westminster. La Rustica is an upper-end restaurant and its price ranges between $35 to $ 55 per person, including desserts and wine. La Rustica can seat up to 200 customers and offers catering service for large parties. La Rustica is best known for its pastas.

  4. Marketing Research Proposal Continued 3. Problem Statement: La Rustica has been established for over 30 years. However, during last couple of years, sales have decreased drastically. In August, 2011, La Rustica was forced to close down temporarily. 4. Objective Statement: We plan to address both external and internal causes that may have led to La Rustica’s decrease in sales, as well as provide possible recommendations to management to implement on La Rustica in the future to avoid another closing.

  5. Marketing Research Proposal Continued 5. Possible Hypotheses H1: Since the Vancouver 2010 Winter Olympics, people dined more than average in downtown Vancouver. H2: People have a higher than average preference for La Spaghetteria. H3: The stricter driving regulations have resulted in people eating at home more than average.

  6. Marketing Research Proposal Continued 6. Research Design Method/Design: · In-depth interview of a La Rustica employee · In-depth interview of a local New Westminster citizen · Surveys will be given to local New Westminster citizens Sample: New Westminster population (30 participants) Data Collection: · Quantitative Data will be collected through an online questionnaire · Qualitative Data will be collected through interviews of a local New Westminster citizen and a La Rustica employee Timeline: Begin October 1, 2011, End November 30, 2011.

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