ABSTRACT
Learning outcomes: The purpose of this paper is to understand a new restaurant venture's target segment and create a consumer profile for the new restaurant;to design a positioning statement for the new restaurant;to appraise the marketing strategy and suggest improvements in the marketing mix of a new restaurant venture in the new normal;to discuss the augmentation of services by a new restaurant to compete effectively in the market;and to identify and discuss the vital marketing steps for opening a restaurant in the new normal. Case overview/synopsis: Kelvin, an ambitious and budding restaurateur, had high aspirations with great plans. V café was his first running venture. The income from V café was not enough to improve his social position. He wanted to open a new restaurant (Haikou) and earn more. Kelvin was well aware of COVID-19's current condition and its severe implications for the restaurant business. He did not have any experience in marketing a restaurant. So he was puzzled about understanding the target segment, positioning and marketing mix of the proposed restaurant in the new normal. Complexity academic level: The case will cater to business management students pursuing a postgraduate management program. The case can be applied in Marketing Management, Entrepreneurship, Hospitality Management and Services Marketing courses. The prerequisite for this case is a basic understanding of marketing concepts. Supplementary materials: Supplementary materials teaching notes are available for educators only. Subject code: CSS 8: Marketing. © 2023, Emerald Publishing Limited.