Generic Strategy for Broadway Café
Broad cost leadership strategy
Broadway café wants to increase its market share. To achieve this, the approach to be
used will be one of broad cost leadership. This approach will focus changes on
providing:
 good quality food and beverages at below average industry pricing
 a speedy and friendly service
 adaptable serving processes to cater for peak coffee periods
 creation of a loyalty program to maintain existing customers and gain new
customers
 a fun atmosphere to meet for business or pleasure
