Help Wanted! A facelift of The Fresh Works, a
Small Business Company
Authors:
Michael Mulin
Matthew Smierciak
Bill Woods
ABSTRACT: This study explores a small business, the Works, and the necessary
changes needed to be made to help improve the company’s profit. It’s not the food and
service that needs improvement, rather the physical appearance of the Works and
technological updates. Various research methods, including, a customer survey, question
and answer session, on site observation SWOT analysis, and a literature review of past
studies similar to this, have guided the marketing group to make conclusions on what
needs to be changed, improved on, and kept the same. The Works has been successful in
the past, and still maintains a good business, however with the suggestions and
improvements made, the Works could be even more successful than ever.
KEYWORDS: Small Business, Online Ordering, Facebook, Internet, and Appearance
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Introduction
An investigation and discussion will be performed on The Fresh Works of Delran,
a steak and hoagie shop with many opportunities to grow as a small business. In business
since 1996, The Works once dominated the small steak and hoagie market of Delran,
Cinnaminson, Moorestown, and Riverside. However, in the past five years, many other
food businesses including Pat’s Pizza, Papa John’s, Mike’s Pizza, Chili’s, Primo’s
Hoagies, Pizza Hut, and Salad Works have started moving into this area and
tremendously eaten into The Works profitability. The Works has taken a back seat in
terms of business, technology, marketing, and just about every other aspect compared to
these businesses. The main focus will be on improving the marketing of the business and
helping The Works regain as many of their lost customers as possible, as well as helping
them get up to date on their advertising techniques and introducing them to the
technology that is available to make businesses run more smoothly. While conducting
research on The Fresh Works proprietor Marty Taylor has been introduced to many new
ideas. When first working with Marty he was open to just about any suggestion given to
him. However, he became more reluctant and less flexible once realizing all the changes
that needed to be made to make his business as successful as possible. Luckily the
marketing plan provided persuaded him to be open to change and willing to trust the
group research.
Methods
The methods of research used for this particular study were widespread. These
included a survey which were taken by 37 random, onsite customers, several Q&A
sessions with Marty and the employees, outside research, and an hour long site
observation with photos taken, as well as a member of the research group working in the
shop for six years. The group also observed these other small businesses around The
Works to try to investigate what methods of marketing and technology they were using.
This allowed us to recommend to Marty, which to marketing methods to implement and
which to avoid based on what was believed to be effective or ineffective. Another
important research method utilized was the investigation on small businesses, and other
studies done on businesses and their incorporation of the Internet and technologies into
their business.
According to McGibbon & Moutray (2009) , a Small business is any independent
business that has fewer than 500 employees. Small business notes (2009) states that a
small business represents 99.7% of all employer firms, employ half of private sector
employees, and have generated 60 to 80% of net new jobs annually over the last decade.
Small businesses are particularly crucial in an economic state like the United States. It is
important for them to stay afloat so the entire economy stays afloat. Therefore, small
businesses need to do everything they can to be as successful as possible. Not only does
their business need it to survive but also the United States economy.
Since the Internet has become such an easily accessible tool in household all over
the world, it has drastically changed the way people live their lives. From keeping tack
of finances, to meet new people, to playing various entertainment games, the Internet has
stamped its affect on our society. One of the areas that has been most affected by the
Internet are businesses. Businesses have also drastically changed the way they do
business since the Internet became available as a tool. This pertains to the restaurant
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business, and more specifically the Works. According to Brooks (2000), as the Internet
moves from the fringes into the mainstream, the wave is lapping at the feet of
foodservice. Electronic commerce is coming, and analysts restaurateurs who don’t catch
the wave may find themselves swamped. The Works has not made much progress in this
area even ten years later, with only having a website that is not updated consistently.
Other restaurants have caught onto the Internet wave and have had much success.
Many food service companies have had the most success with utilizing the
Internet for online ordering. Papa John's started this system, and as a result , had much
success and other companies following their ways. According to Yakubovich (2007)
research on Papa John's, their introduction to online ordering allowed for a 50% annual
growth rate in customers, 75% of these customers return to online ordering because of
how satisfied they are with the process, comprising of a total of 20% of all orders.
Yakubovich also states that two characteristics are needed for a successful online
ordering restaurant or food service company. One is location, which should be an area
where people have easy access to high speed internet connection, and second is if 15% or
more of a restaurant's revenue is takeout or delivery orders, then online ordering can be
one of the most effective methods to boost business. The Works qualifies in both of
these characteristics. To make this a successful process though , Line Busting (2006),
states that ordering food should not be like ordering DVDs. it should be a more sensory,
personal experience that should be recreated online. Since more and more foodservice
companies are offering online ordering, a new company must make sure that their online
ordering process stands out in a positive way that is simple and easy for customers to
order food.
A new process like this may seem overwhelming for the Works, and at times
difficult to learn at first. But looking at how past companies have set up their online
ordering process makes it an easier process and adjustment into the online world. Scarpa
(2007), claims that online ordering can be started off as simple as having online orders
print out in the kitchen no differently then if an employee took a call from a customer or
an in person order. Scarpa then explains a more complex method once a food service
company has become more experienced with online ordering. A more sophisticated
model is the web based network that integrates with the point-of-sale, POS.
Results
After a quick look at the Fresh Works on the first day, it became apparent the
business was long overdue for huge improvements. The group decided that it would be
best to begin by conducting a SWOT(Strengths, Weaknesses, Opportunities, Threats)
analysis. A SWOT analysis is a marketing technique that examines the advantages and
disadvantages that a company possesses both internally and externally. Below is a look
at some of the aspects of the SWOT conducted early in the project which led to further
research:
Strengths:
 Excellent reputation with a very good local following
 Highly regarded for fresh cooked rolls baked on premises daily
 Have won numerous awards for best cheese steaks in Burlington County
 Daily lunch specials brings in a large amount of business from other local
businesses (doctor’s offices, office buildings, etc.)
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

Association with the original franchise Steak & Hoagie Works
Offer party platters/catering
Weaknesses:
 Need a new outdoor sign
 Store needs renovation
 Outdated website
 No online ordering to keep up with larger franchises
 Not active on any social networking sites
 IT is non-existent
 Small advertising budget
 Do not mail menus
 Outdated menus
 Do not offer pizza
Opportunities:
 Get website updated and get active on popular networking websites,
especially Facebook.
 Build on customer loyalty and brand recognition
 Update menus and send menus out in the mail
 Start to offer pizza
 Sell sandwiches that are comparable to $5 foot longs and will compete
with other franchises selling them.
 Located on a major highway (Rt. 130)
Threats:
 Franchises selling $5 foot longs
 Competition is fierce and many other franchises are within walking
distance
 130 Diner- 1.5 miles away
 McDonald’s-1.5 miles away
 Mike’s Pizza- 1.25 miles away
 Papa John’s-100 yards away
 Pat’s Pizza-.25 mile away
 Pizza Hut-2 miles away
 Primo’s Hoagies-125 yards away
 Taco Bell-1 mile away
 Throwbacks Bar and Grill .25 miles away
 Salad Works-2 miles away
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Figure 1.
 Financial situation of the country
 Tough location within the shopping center(located in corner)
For additional research a voluntary survey was put in the shop which was completed by
37 customers. The purpose was to further our understanding and help to confirm a few of
the suggestions given to Marty earlier in the process. On the next page are the questions
we asked and results we received:
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The Fresh Works of Delran Customer Survey
We would appreciate your input. Thank you.
1. How do you view/receive our menu?
2. Do you notice our sign out front?
3. Do you think we need a bigger sign?
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4. Are you a member of Facebook?
5. If so, have you seen our Facebook page?
6. Do you visit our website?
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7. If so, do you think it needs improving?
8. Do you have any suggestions on how we could improve in any way?
Answers ranged from The Works is very difficult to find in the phone book or by
calling 4-1-1 because people do not know which name to use since the store has
gone by several different names, starting out as “Steak & Hoagie Works”, then
moving to “The Fresh Works” and on to “The Fresh Works of Delran” while also
being referred to as simply “The Works”.
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As mentioned in the SWOT analysis and the customer survey above, the store is
in need of improvements to its appearance as well. While observing in the store, the
group suggested new countertops, a new outdoor sign, new tile floor in the sitting area
and perhaps some more comfortable chairs for the customers. All of the afore-mentioned
are the original from when Marty opened the shop in 1996 and are very worn, especially
in comparison to the other stores observed. Below are a few pictures of the shop
including the outdoor sign:
Outdoor sign along Rt. 130
Location of the store within the shopping center and other outdoor sign
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In addition to the appearance of the shop, it was found that the use of technology
is significantly lacking. Everything in the store is done by hand, including taking orders,
taking inventory and payroll. There is no use of computers which contributes to the fact
that the store is not active on any social networking sites and cannot even update its own
website, which is outdated and not user friendly. Seen below are two screen shots of the
website. The first is the home page and the second is what happens when the user clicks
to see the menu.
Home Page of The Fresh Works website
If the computer attempting to view the menu does not have an up do date version
of Adobe Reader they cannot view the menu
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Analysis
After reviewing the research from the various methods conducted, Marty needs to
focus on two different aspects of this business for changing, physical appearance and
update from a by hand business to a computer based business. It was made clear form the
survey that unless the customer already exists, it is very hard to see where The Works is
located due to the extremely small, dull store sign. It was also made clear through the
SWOT analysis that the inside of the store needs to be improved. It has been the same
for 14 years and should be updated to help improve the store’s physical appearance.
Being more computer and Internet friendly is also something that must be updated.
Many consumers do not even know about the website, this could be due to the fact that
the website needs maintenance itself. Also many people are on the social network,
Facebook, where the Works is missing out on an advertising opportunity. Lastly there is
no online ordering done through the website, which based on research, many other food
businesses have started to implement and have had success with.
Another finding and suggestion the group had while observing in the shop was to
update the menus. The same menus have been getting used for several years now and
perhaps need a small change. In addition, the group found that the menus were not being
mailed but instead the only way the customers were getting menus was if it was attached
to the bag for a delivery or if they asked for one when they came in to pick their food up.
Discussion
After thoroughly analyzing all of the data, our group has suggested some concrete
changes for Marty and his small business. Some of the steps to these changes have taken
place already. Marty has designed a new updated menu. Not only is he providing them
in the store and stapled to delivered products, Marty also sent the menu out to the updated
mailing list. Marty also now has a compute in his office. This is the first step taken to
establish his entire company as computer based. Our group also created a business
Facebook page for the Works. At this site other Facebook members can view the Works
location, contact information, menus, special updates and even have an open discussion
about their experiences at the works. This is an excellent marketing tool to use. It is free
of charge and The Works also gets more recognition.
Other changes that our group has concluded on involve the physical and online
appearance of The Works. The sign is the first thing that needs investment in. Once
there is a bigger brighter sign, cars from Route 130 who do not know the store exisit will
now be made aware of it. This is an excellent way to attract new customers, especially
the ones who decide last minute to try the Works since the sign is visible from hundreds
of yards away. Other physical appearances that need improvements is the dining area in
The Works. The Works is not very big, however instead of having the same tables and
chairs from 1996, our group suggest installing dining booths. Not only are there more
comfortable, but the booths will attract more people to eat in at the store, and will
enhance the over all look in the store. As far as online changes go, the Website needs to
be updated consistently and more user friendly. Once Marty has installed the Works
business onto a computer system, online ordering is absolutely vital. People like using
the web and the do-it-yourself approach. This will also bring in many more orders. The
last computer system needed is a POS system in the store. Not only does this benefit the
employees, the POS system also tracks all inventories and sales. This computer system
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allows for quicker service and more sales.
Marty has made some improvements to his store already, and continues to make
positive strides leading to an improved more successful business. Many of these
improvements will not happen over night, but there is a concrete marketing plan to guide
Marty through the entire process. The Works is a highly respectable establishment. Not
every small business can win county awards and be known for their great food and
service. The Works just has fallen behind on physical appearance and technological
advancements. Once these changes have taken place, The Works is sure to reestablish
itself in the community and be more successful than ever.
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Work Cited Page
(2006). Line-Busting, Internet Style. Restaurant Hospitality, 90(2), 1. Retrieved from
Business Source Premier database.
Brooks, S. (2000). A Mouse By The Tail. Restaurant Business, 99(1), 50. Retrieved from
Business Source Premier database
McGibbon, S, & Moutray, Carly. US Department of Small Business Administration,
Office of Advocay. (2009). The small business economy, a letter to the president
Washington DC: Government Printing Office. Retrieved from
http://www.sba.gov/advo/research/sb_econ2009.pdf
Scarpa, J. (2007). Web ordering gets more functionality, use among operators. Nation's
Restaurant News, 41(10), 44. Retrieved from Business Source Premier
database
Small business notes. (2009). Retrieved from
http://www.smallbusinessnotes.com/aboutsb/sbfacts/sbimportance.html
Yakubovich, A. (2007). Online Ordering: A Cheat Sheet for Restaurateurs. Franchising
World, 39(2), 78-80. Retrieved from Business Source Premier database
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