It has been one week since I’ve reported as a marketing executive in a company which owns a casual dining chain restaurant that serves Italian food. It is this company’s norm to conduct a week of mock service before the official opening of any of it’s new outlet. This mock service is basically conducted to train the all new employees and is done in a controlled environment where only a specific number of guests are invited for the complimentary lunch and dinner. I am now assigned to write a report on the mock service. How should I write this report and go about proposing strategies to enhance their business. I have done a small survey whereby I found out all the main entrance of the mall and also spotted the area where the traffic flow is really heavy. What else could I comprise in the report besides the traffic flow info and strategies?

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Can you read reports done previously? That will give you a feel for what they’re asking.

You asking us about a marketing report based on a watching people in the restaurant for a week. If you didn’t collect data, then you have two more sources of information: your own eyes (if you were there and watched) and the staff at the new restaurant.

If you were there, write about your impressions of the visit. Imagine being one to the people coming through the door. Would you come back? Why or why not? That’s the key question. As for the subtle things: everything from look & feel, to service & taste.

If you weren’t there, then you need to interview the people that were there — the staff. How did the customers seem to them? Did they finish their food? Did they ask for seconds? Were people smiling (other than for the free food)? Were they engaging with the staff (or were they talking in hushed tones).

Your observation of traffic flow within the restaurant is important as well.