Research Questions

How can a small family owned company remain competitive in today’s market filled with restaurant chains?

Hookseys Fish and Chips is a small family owned restaurant hidden in the corner of a small plaza in north Whitby. Our first research question was to determine how a small restaurant can remain competitive with the increase in chain restaurants such as Montana’s and East Side Mario’s. The owners believe that a positive atmosphere and camaraderie with their customers is the answer. They put their trust in their customers and word of mouth to attract more customers. They are able to do this by delivering incredible service and having sensational food.

As a small restaurant the owner stated that he had tried local advertising channels such as print advertising in the local newspaper. He attempted to branch out and reach more people through the advertising but it did not have a noticeable effect on his business. So he decided that the most effective way to advertise his business was to provide at great atmosphere and a place where people enjoyed eating. If he was able to effectively do this then his customers would be his own form of advertising. For a small business word of mouth advertising could be effective. If he was able to provide customers with a great experience then they would pass the information along to others. Utilizing an effective word of mouth form of advertising Hookseys has continued to flourish through great service and a fantastic atmosphere.

How Can we improve Hooksey’s overall communication practices and theory?
Hooksey’s Fish and Chips and their staff excel at certain forms of communication but are lacking severely in others. Their interpersonal communication is excellent as they have good relationships with other staff members as well as their customers. In order to improve Hooksey’s we can focus on areas of cloud communication and crisis communication.

Hooksey’s has no form of cloud communication at all and it can really be used to improve their business. With all of the internet access available they need to take advantage of this or risk being left behind. A facebook profile, for example, is free to create and could be used as an effective advertising tool. It would provide easy access to thousands of people in their area that might try their restaurant if they hear about it online or even see other people’s comments online in a twist on the regular word of mouth form of advertising. Also hooksey’s does not appear to have any form of crisis communication. As a small restaurant the effects wouldn’t be as big as a restaurant chain but they still could be negatively affected by an unforeseeable incident.