The Broadway Cafe Case Study by Nicky

The Broadway Cafe
An in-depth analysis of the Broadway Cafe's competitive environment, use of technology and customer relationship management.
# 148249 | 4,694 words | 15 sources | APA | 2011 | US

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The paper concentrates on the five key areas of competitive analysis, e-business strategies and systems recommendations. The paper provides an analysis of how the cafe can use networks and telecommunications more effectively and explores the role of customer relationship management (CRM) in the ongoing operations of the cafe. The paper also discusses the systems development and outsourcing decisions of creating and maintaining applications internally versus purchasing them from software companies. The paper includes figures and an appendix containing a table that compares Web 2.0 applications.

Competitive Advantage
E-Business Strategy
Use of Networks and Telecommunication Technologies
Customer Relationship Management
Systems Development and Outsourcing

From the Paper:

"In the casual dining and QSR industry the competition for customer loyalty is fierce in the 21rst century, orders of magnitude more intense than the 1950s and 1960s when The Broadway Cafe was founded initially successful. The use of integrated marketing communications (IMC) by causal dining and ASR competitors to The Broadway Cafe have been successful in increasing customer loyalty, retention and re-purchase rates over time. The bargaining power of buyers is also introducing entirely new services into the causal dining and QSR industry. Panera Bread for example pioneered the offer of free WiFi Internet connections within their deli/bakeries. The strategic direction of offering more services at little or no cost to buyers to entire them to be loyal and eat at their cafes and QSRs is considered to be a competitive advantage Panera Bread has been able to successfully use to gain buyers, or customers, over time."

Sample of Sources Used:

  • Stuart Barnes, Jan Mattsson (2008). BRAND VALUE IN VIRTUAL WORLDS: AN AXIOLOGICAL APPROACH. Journal of Electronic Commerce Research, 9(3), 195-206.
  • Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
  • Mary Boltz Chapman (2008, October). Over the COUNTER. Chain Leader, 13(10), 2.
  • Astrid Dickinger, Mirella Kleijnen. (2008). Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing, 22(3), 23.
  • Christoph Hauser, Gottfried Tappeiner, Janette Walde. 2007. The Learning Region: The Impact of Social Capital and Weak Ties on Innovation. Regional Studies 41, no. 1 (February 1): 75.

Cite this Case Study:

APA Format

The Broadway Cafe (2011, October 05) Retrieved April 20, 2021, from

MLA Format

"The Broadway Cafe" 05 October 2011. Web. 20 April. 2021. <>