Assignment / Reflection 2

Service Location: Vero Cafe, Rome, Italy

Research Question: What specific marketing tactics does this Italian-based restaurant enact and utilize in order to appeal to an American market?

Methodology: In order to attain the information needed, I visited Vero Cafe for 1 hour, in which I conducted an observational study focused on customer reaction to the overall restaurant, food offerings, and quality of service offered to them by employees . I took note of what marketing techniques were utilized physically in the cafe itself, as well as the techniques and behaviours utilized by employees in order to appeal to an American market.

Observation: In conducting my research, I noticed almost immediately the array of food options that the cafe was promoting that were not particularly familiar and common in other local Italian food restaurants. The store placed a sign directly in front of the cash register advertising the fact that pancakes and waffles are available at their particular restaurant. A second observation I made was that they offer larger, more familiar American sized coffee beverage than do any other Italian cafe's or restaurants in the area. Portions in Italy are significantly smaller, and do not offer typical small, medium, large, and extra large sizes that they do in America. Vero places physical cups on their counter displaying the different size options that they have in order to show customers that they have a much wider variety at this particular restaurant. Also, Vero sells bacon egg and cheese bagels, as well as donuts which are definitely breakfast staples in the United States, and are not very popular in Italy. I noticed that all the employees spoke very good English, and offered promotion cards to all of the customers who made a purchase. These cards would be punched each time a purchase was made, and these punches counted as points that could be used in the future to redeem discounts and free drinks. Vero also has many pamphlets promoting local tourism agencies targeted at students studying abroad in Italy. I noticed one group of 3 female students entering the cafe, and one of them stated, "I cannot believe they have bacon egg and cheese here. I am so happy!"

Analysis: Vero is definitely targeting an American market in offering foods that are staples in the United States. The bacon egg and cheese on a bagel for example, is something that I personally have not seen sold at any other restaurant in Rome because it is not popular in Italy the way that it is in the United States. Their offering of donuts and pancakes/waffles also appeals to American tourists. I think that their coffee size choices are their most differentiating factor because it is not possible to get preferred sizes in most cafes throughout Italy. Usually, coffee is served in a small mug, which is the equivalent to an American Espresso. Vero offers an array of coffee drinks including cappuchinos,

frappachinos and American style coffee. It was clear to me that the students and Americans who came in to order from Vero were very pleased with their orders, and seemed as if they were "regulars" at this restaurant. In promoting the local tourism agencies targeted towards study abroad students, it is clear that Vero is acting almost as a liaison between America and Italy for visiting students in the area. The restaurant is providing American familiarity with an authentic Italian twist, which I personally think sets it apart from it's competitors.

Takeaways: I have learned that Vero has really implemented a number of American-based options that allow it to target and keep an American market. With that said, it also maintains it's Italian identity by offering traditional Italian eats as well, and I think that these two factors working simultaneously in an area with surrounding study abroad universities aids in it's success. It also is very popular amongst Italians as well, and gives them the option of trying more traditional American food and drink, which they may find appealing as well. The variety of its offerings differentiates it from it's competitors.

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