House of Lasagna: Growth and Expansion Fix
In November 2018, a co-owner of House of Lasagna, a chain of casual dining restaurants in the Philippines, was considering different marketing strategies to increase customer awareness of the chain's brand and unique menu. The company had seven restaurants in November 2018 and a target of 25 restaurants by 2020. She was concerned about the customer satisfaction survey that the company conducted every year. The survey reported high customer satisfaction but comparatively low brand awareness. The co-owner knew that high brand awareness was critical for growth. What marketing strategies could House of Lasagna use to increase its brand awareness? Future growth and expansion strategies were most important. Would a loyalty program help increase customer retention? Maria Luisa Chua Delayco is affiliated with Asian Institute of Management. Sandeep Puri is affiliated with Asian Institute of Management. Babak Hayati is affiliated with Asian Institute of Management.