Marketingmix

P from Product

The Rainforest Café is a thematic café, like the name says, in the ambiance of the rainforest.
In all locations guests walk in through the shop where you can buy shirts, pajamas, picture frames etc. On these products are the animals presented that are also part of the logo; a monkey, an ape, a snake, an alligator, a parrot and a frog.
Through this shop guests will walk easily towards the bar and the restaurant. Here the guests will experience a dinner in the rainforest. Water will come down in a waterfall, on the roof are hanging liana, the crew is dressed in tropical camouflage, there are standing some banana trees and you hear animal sounds all the time. All of this is a part of the decoration of the Rainforest Café. You can also order tropical menus, like a dessert that looks like a volcano.
The rainforest café is part of Laundry’s Restaurant, like more thematic restaurants are.

P from Place

The Rainforest Café is located all over the world, but most of them are located in the United States. They have locations in Canada, England, France, Mexico and Japan.
All locations are located in shopping malls or other big public buildings. This will make it easy for guests to just walk by, or they are shopping in the Rainforest Café and then they will walk to the restaurant.
Every location looks the same, it’s part of the recognition.
The success of the Rainforest Café reveals that they will extend for at least the next couple of years.

P from Price

The Rainforest Café is a relatively expensive product. When you order food or buy something in the store it is pretty expensive. The Rainforest Cafe thinks quality and positive customer experience is very important, and this is the reason why customers pay a higher price. The prices at the Rainforest Café vary between 25 and 30 dollar. Drinks are priced separately, but are included in the children’s meals.

P from People on the job

The staff of the Rainforest Café is dressed according to the theme of the restaurant. This plays an important role in the customer experience and the recognition of the brand.
The Rainforest Café hires their staff by searching on the internet. On the website of the Rainforest Café vacancies are placed so that people who are interested can apply for a certain job. Beside that, sometimes clients that come to the Rainforest Café can apply directly. No further advertisements are placed for this. People who want to apply for a job need to have at least one year experience in this type of work. As soon as the staff is hired, they are trained by taking several courses. These courses relate to the friendly treating of the clients and several courses about how to deal with difficult situations within the company.

P from Promotion

The Rainforest Café is a relatively young product. In the growing phase there has been a lot of attention for the promotion and how to place the Rainforest Café in the market. It was very important that the image matched with the identity of the Rainforest Café.
Due to the popularity of the product there is not a lot of promotion going on at the time. The café has several leaflets that are available inside the cafe. These leaflets are also sent to different schools to reach to most important target group, children. But the most important way of promotion is by word of mouth. This is also one of the biggest reasons why the Rainforest Café doesn’t make much promotion. People often already know the Rainforest Café and because it is often based in popular places such as malls, there are enough people that come to the café.