The marketing strategies of Toni Roma are examined in a paper consisting of ten pages inclusive of history and an environmental analysis with suggestions also offered. Seven sources are cited in the biblography.
Name of Research Paper File: D0_MTtonrom.rtf
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company has tried hard to shake its primarily rib-oriented image, even to this day, most people dine at Tony Romas restaurants for its ribs.
What is interesting about this is that since the restaurant was launched more than 30 years ago, it has tried to change its image and perception in the
marketplace. Romacorp, and its predecessor NPC International, have tried to revamp the restaurants image -- but it is the contention of this paper that the Corporation has not done
a very good job of this. The purpose of this paper is to examine Tony Romas marketing mix and strategy and to
determine its effectiveness or lack thereof. We will also discussed the environment in which Tony Romas operates, and determine if the environment has an impact on the companys marketing
program. We will then conclude the paper with an analysis and recommendations as to which direction Romacorp needs to go with its
restaurants and franchises. Background Tony Romas restaurant was originally a dining establishment located in North Miami, Florida, that specialized in burgers and
steaks (Tony Romas, 2003). One weekend during the 1970s, Tony Roma and his chef, David Smith, decided to try an experiment - they threw some baby back ribs on the
grill, using the restaurants special barbecue recipe (Tony Romas, 2003). The customer feedback - which was outstanding - convinced the duo to change their plans and add barbecue to the
menu (Tony Romas, 2003). Tony Romas today has 225 locations on five continents with a menu including flame-curled ribs, steaks, chicken and