Running head: WIL’S GRILL CASE ANALYSIS 1
Wil’s Grill Case Analysis
Bilal Omeiri
Monroe College
WIL’S GRILL CASE ANALYSIS 2
Wil’s Grill Case Analysis
Introduction
Wil’s Grill a small mobile business that sold burgers, fries, and beverages were originally formed
by father and son at a sports shooting range to provide meals to attendees. Wil, the father of
John, who had experience and background in the foodservice and restaurants business, trained
his son on the INS and out of business and how to become successful. Shortly after John enrolled
in school, Wil, unfortunately, close her small business in 2010. John with knowledge of the
business aspect and knowing how to run has decided to open his own small mobile street food
cart with a friend and also call it Wil’s Grill in 2014. With the reignited Wil’s Grill, the two
offered clean organic foods to students who studied at night and wanted to eat healthier options
rather than fast food. They also provided services at community events, where they served clean
organic food options to consumers over the processed food served by other vendors they became
used to. The newly reignited Wil’s Grill had great potential to become better than the original.
The strategic advantage they had over most businesses is their clean organic food option which is
being adopted by consumers frequently in recent years. John Christ’s concerns of expansion is a
one that many business owners faced however, if done properly, it can be a great decision made
for both the company’s and owners (Hostetter, L., Paden, N.,2018).
John, son of cooks, who grew up watching his father work for others was inspired to become a
business owner for himself. As a teenager, John and his father Wil were granted the opportunity
to open a small food booth where they sold burgers, fries, and beverages to customers at the sport
shooting range. Wil was able to teach John the ins and outs of the business. He taught him how
to obtain necessary permits and licenses. How to order food and supplies, how to shop,
transportation, inventory, cooking cleaning, and the most important of them all, great customer
WIL’S GRILL CASE ANALYSIS 3
services skills. Unfortunately, in 2010 Wil’s Grill closed down when John enrolled in College.
John knew he wanted to be a business owner after a trip to the National Outdoor Leadership
School. Here is where he believed he honed his leadership skills and knew it will serve him well
in the future. While exploring other options in college, John majored in environmental studies
and took elective courses to learn about the world. At the NAU School of Hotel and Restaurant
Management, John learned about clean organic food that is healthier for the environment and the
body. This made him adapt to a new lifestyle and became his vision for his new business.
Vision
Wil’s Grill’s vision statement is its strategic plan for the future; it describes what and where Wil’s
Grill Company intends to be in the future. Wil’s Grill’s vision statement is a document that
identifies the company’s aims to ease strategic, managerial, and general decision-making
processes.
Mission
Wil’s Grill’s mission statement is a public document that defines the company’s beliefs and
strategic goals. Wil’s Grill’s mission statement also outlines the organization’s purpose,
emphasizing the services and goods it provides. Furthermore, the mission statement defines the
organization’s operational goals for Wil s Grill, the procedures used to accomplish those goals,
the target client groups, and the region in which the firm works.
Objectives of Wil s Grill
Wil’s Grill’s organizational objectives are the short- to medium-term targets and goals that the
company sets to accomplish the longer-term strategic goals. The organizational objectives shape
resource allocation within Wil s Grill as well as the policies, timelines, and procedures that are
executed within Wil s Grill.
WIL’S GRILL CASE ANALYSIS 4
Introduce a new Wil‘s Grill product or service: It is the conventional role of the marketing mix in
which a new product is launched and its characteristics, superior value proposition, and
uniqueness are communicated.
Improve Wil’s Grill sales: The objective of marketing activities is to increase sales of existing
items. It might entail choosing a new target segment or presenting an existing product differently
in comparison to a new group.
Bring in new consumers to Wil’s Grill: This might include introducing a new version of the
product that appeals to a new category of customers or entering new markets.
Improve Wil’s Grill customers’ loyalty by using the following strategies: Marketing activities
may be utilized to promote client loyalty by organizing events and offering post-purchase
information and services.
