Marketing Strategies of International Restaurant Chains (IRCs) in Tanzania:

This paper explores the customisation dynamics of 7Ps in marketing of IRCs in Tanzania for strategic marketing adjustments to perpetually satisfy consumers and reinforce dedication to their vision and mission. Without orthodoxy marketing strategies, companies may crumble due to internal and external organizational pressures. In today’s competitive restaurant business, where customers have more dining choices than before, as a result, customer expectations are ever increasing and demanding. In view of the growing phenomenon toward eating-out, knowledge of the criteria used by customers in the selection of a restaurant is strategic in understanding food consumption trends. Qualitatively determining factors influencing the selection of restaurants were tracked, utilizing cross-sectional descriptive and exploratory surveys for discovery of study related ideas and insights through content analysis. The population of all 12 IRCs was used. Primary data was collected using interview method. The results show that all the IRCs have customized their 7Ps invariably depending on their target market. The reluctance to customise has led some of them to exit the market. It is recommended that (i) IRCs should collect and mine data for deeper customized strategies to improve customer loyalty and retention; (ii) appropriate classification of restaurants based on acceptable parameters; and (iii) inclusion of local products, tribal-cooking techniques and display in menu and franchising proposition. The implications are grounded to the fact that with customized 7Ps, IRCs can introduce limited time offerings to attract repeat customers and use pure bundling to increase average order value. The rise in vegetarianism and veganism due to health or ethical reasons would be beneficial for restaurants to communicate with their customers. Through deeper customization of 7Ps, restaurants can introduce value meals to enhance affordability, reach a wider target audience and enable sustainable performance.