Joey Restaurant

Management Analysis

OBJECTIVE
The objective of this report is to integrate key learnings on fundamental management
principles and functions of planning, organizing, leading and controlling and apply these
principles in reviewing, accessing and formulating strategic management recommendations
about Joey Restaurant Group by Team 1 of Business management Class 17 B.

CONTENTS
1. Overview
2. SWOT
 PESTEL
3. Mission
4. HR Culture
5. Leadership
6. Motivation
 Maslow’s psychological & survival needs
 Frederick Herzberg’s Motivator
7. Conclusion

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OVERVIEW

Joey Restaurants is a well-known chain of high-end contemporary restaurants that has

emerged as one of Canada's leading hospitality businesses (Ney, 2010). It was founded in
1992 by Jeff Fuller of the famous Fuller family and, currently operating at 27 locations in North
America.  Using SWOT analysis, this paper provides an overview of Joey's internal strengths
and weaknesses along with external opportunities and threats.

 Industry category – It belongs to the hospitality and restaurant line of business

(rocketreach.co).

 Industry characteristics – Source out produce, seafood, staples, and cultural products
with a checklist, divided by categories, that’s delegated to each team member, also
switch it up so Joey always finds fresh and new suppliers. (Smart, 2016)

 Industry regulations – The food and safety act administered by the ministry of health
of a province/ federal government.

SWOT ANALYSIS
Strategic analysis tool used to examine a firm’s situation by looking at its strengths,
weaknesses, opportunities, and threats (Bright, Cortes, 2019)

 Strengths – There are many attributes that make Joey stand out from its competitors.

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o Includes its contemporary design, intimate ambiance, high-quality ingredients,

impeccable customer service, and a diverse menu. 

 Joey cultivates a youthful and upbeat atmosphere with its modern decor
and savvy marketing approach.

 The restaurant takes a farm-to-table approach, sourcing fresh ingredients

to create dishes that cater to a wide range of dietary restrictions.

o Its kitchen-tailored menu is designed to suit diverse palates and sits well with the
younger generation.

 The chain is well-positioned to cater to Canada's growing population of

foodies by serving up a modern take on international cuisine (Menuck,
2020).

 Weaknesses – Despite the chain's popularity in North America, there are some areas
where Joey falls short.

o The menu prices are on the higher side (Summerlin, 2023), which may deter
casual diners.

o The chain's emphasis on its trendy decor and youthful ambiance may attract a
younger audience but risks alienating more mature diners.

o Joey's expansion into the US market has been less successful, with franchise
restaurants experiencing a lack of customer traction compared to their Canadian
counterparts (Woodin, 2020).

 Opportunities – These are the segments which Joey’s will consider entering in the
future.

o Joey Restaurants is well-positioned to leverage opportunities in the South and

East Asian market, where there is a growing appreciation for global cuisine.

o The chain can expand its current offerings to incorporate more fusion dishes and
position itself better.

o Joey can also adapt to customer demand for more sustainable and plant-
based food choices to cater to the increasingly health-conscious market. (From
drifttravel.com)
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 Threats – There are a few threats that Joey Restaurant faces currently.

o Intense competition from other high-end restaurants, and rising costs of raw
ingredients. (Lindsay,2019)

o The increasing importance of online ordering and delivery services has also put
pressure on traditional restaurants like Joey to adapt to the new way of doing
business. (Rocha, Leung, Trinh, 2022)

STRENGTHS WEAKNESSES
 Contemporary design  Menu prices
 Intimate ambiance  Mature diner
 High-quality  Less US customer
ingredients traction
 Impeccable customer
service
 Diverse menu
 Farm to table approach

SWOT
OPPORTUNITIES THREATS
 South & East Asian  Intense competition
market  Cost of raw ingredients
 Fusion Dishes  Online ordering
 Plant-based choices

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src: https://www.vmcdn.ca/f/files/via/images/exterior-from-south_30-signage.jpg

src: https://www.dailybreeze.com/wp-content/uploads/2021/05/20210303_599b04b6-7b97-11eb-8def-abbf2ce4a071_1.jpg?w=620

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PESTEL ANALYSIS
The letters represent the categories to examine (Bright, Cortes, 2019):
 Political factors

o Political factors can influence to the joey restaurant. There are many political
factors like government taxes or health and safety guidelines. These regulations
can possibly affect the business Joey restaurant must care from purchasing
ingredients, cooking, and packing to delivery who order food, that restaurant is
responsible to take care of the whole food products (Farooq, U. 2019). Joey
restaurant is really taking care of cleanliness and hygiene to abide by the
guidelines related to health and safety. Government taxation can affect the
purchase and quality. Joey restaurant is planning very well their finances keeping
this factor in mind.

 Economic factors

o These factors can help to Joey Restaurant’s business plan its short-term and
long-term goals. Economic factors encompass economic growth, interest rate,
exchange rate, inflation, the purchasing power of the consumer, and more
(EdrawMax Online. 2020). In Canada, if the labor cost grows, that can matter for
business. It will lead to less profit for the Joey restaurant’s owners.

 Sociocultural factors

 Nowadays, social media platforms are very popular among people. So,
there are many factors that can affect the restaurant positively or
negatively. People are more health conscious. They prefer to eat organic
food instead of fast food. This social factor can affect the business
(Farooq, U. 2019). Joey restaurant delivers to their customer the ultimate
dining experience. So, they provide all the organic foods and menu
offerings created by award-winning and inventive culinary Chefs
(Chefs.Indeed.com n.d).

 Technological factors

o Joey restaurant’s technology advancements such as they are accepting payment

via mobile phones, and ordering online (skip, doordash, UberEATS, etc.). They
have a closer look at their employees and other operation from CCTV to mobile
phones (EdrawMax Online. 2020). And then, they are using restaurant

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management software and accounting software to check all processes. Using

technology with restaurant promotion to reach more people quickly.

 Environmental factors

o Joey restaurant is a dining restaurant, so they really care about cleanliness. They
also develop strategies for recycling and waste management (EdrawMax Online.
2020). Some joey restaurants have some indoor plants in the internal or external
surroundings so that customers can feel fresh and easy to get into the place.

 Legal factors

o Legal factors depend on the local government. These local authorities sometimes
visit and check the area of the restaurant like the kitchen and store to check the
cleanliness and food quality, expiry, and some staff (Farooq, U. 2019). Another
thing is, maintaining the minimum wage of the employees that are announced by
the government.

MISSION
People’s passion, purpose, and potential. Whether an employee is starting his/her first job,
entering a path to leadership, or taking on a role within Joey’s corporate office, they are
committed to investing in employee development and growth. (Glassdoor, 2021)

HR CULTURE
Joey has a great human resource culture in its organization. The current staff has appreciated
the company for providing a culture full of benefits, trainings, supportive management and
work life balance. It provides flexible hours, paid time off, employee discount on food and
beverages. The employees feel safe as a matter of job security, compensation, and work at
Joey’s. (Glassdoor, 2021).

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src: https://joeyrestaurants.com

LEADERSHIP
Usually, an organization has two kinds of leaders i.e., formal and informal. Jeff fuller CEO of
Joey restaurant appointed Al Jessa as the president of JOEY restaurant chain. Al-Jessa has
been with the chain for a very long period, he then started as a dishwasher in the year 1988
and promoted to chef in the following years, Jessa had become executive chef of Joey’s chain.
Another aspect of fuller family’s leadership is their emphasis on teamwork. The family
members work closely with each other and their employees to create a collaborative
environment where everyone is encouraged to contribute their ideas and expertise. They
understand that their customers are lifeblood of their business.
Setting an example, Al-Jessa proved working as a low- level employee and becoming the
president of the company, teamwork approach has helped the restaurant to evolve over the
years. Jessa inspires the leadership team with his path goal theory of leadership. There are
different traits for the leadership team at Joey with some common qualities:
1.Drive
2. Honesty
3. Self-confidence
4.Cognitive ability

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src: https://www.bcbusiness.ca/The-Fuller-family-succession-plan

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MOTIVATION
Joey restaurant believes investing in human capital to provide the extensive customer
service. They provide all their employees with proper training and growth opportunities
moreover their work environment is welcoming, inclusive, high energy, and creative.
Here are some motivation factors to consider when analyzing what motivates the
employees at Joey’s:

 Maslow’s psychological & survival needs - Joey restaurant offers basic pay
accordingly to the location of the restaurant so that employees working there can
easily cover their survival needs moreover, they also provide complimentary
meals to the staff. Staff motivation significantly affects the job security, and job
security positively and significantly affected staff retention. That is how they keep
most of their staff. Because when employees have job security it is less likely that
they will end up leaving that workplace. (Akroush, M.N., Abu‐ElSamen, A.A.,
Samawi, G.A. and Odetallah, A.L. (2013), "Internal marketing and service quality in
restaurants", Marketing Intelligence & Planning, Vol. 31 No. 4, pp. 304-336.
https://doi.org/10.1108/02634501311324834)

 Safety and security needs - As an individual each person wants to have stability
in life and a stable source of income as well. Joey restaurant seems to be good in
this department. Almost 74% of the people have suggested to work in Joey
restaurant due to their workplace environment and the culture that they promote
however, employees also feel that workload is more than the pay they receive
which is a demotivator. Joey restaurant satisfies the security needs of the
employees as they don’t lay off the employees frequently. They have failure
tolerant policy as they believe that if you don’t make mistake you won’t learn.
((2021, June 29). JOEY Restaurants Employee Reviews about "high turnover".
Glassdoor. https://www.glassdoor.com/Reviews/JOEY-Restaurants-high-turnover-
Reviews-EI_IE322562.0,16_KH17,30.htm)

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 Social Needs - We are as human social animals and have tendency to socialize
with people with our liking. In Joey restaurant they have very warm and
welcoming vibe which makes employees feel at home. Most of the employees
suggest working there because of their good management only. Employees are
treated with respect and there is no bias seen. This all adds up to the success of
their restaurant as well. Employees are happy working there which makes it
easier for management to bring together the efforts of the employees to provide
excellent customer service as well.

 Ego and self Esteem - Most of us wants to climb the social ladder and have an
authority in life. Joey restaurant promotes that. They train employees and make
them expert in their fields and then promote them accordion to their skills and
experience. No member of the staff is biased and not given the same opportunity.
Their culture is to maintain equality and treat everyone the same. Each staff
member is given the same opportunity, so people get promoted. Promotion is
good for boosting the esteem of the employees as it satisfies their ego and self-
esteem needs.

 Frederick Herzberg’s Motivator - Hygiene Theory - All the locations of the joey
restaurant are made according to the specific location. The CEO of Joey restaurant
- Jeff Fuller has also stated that no location of Joey restaurant is ever the same. All
the locations are always different offering a different aesthetic to the customers.
They also keep the place clean and tidy to attract the audience which also makes
it a very hygiene workplace environment. They ensure to provide all the
employees with specific gears so no safety or health or hygiene factor is ignored.

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CONCLUSION
Joey Restaurants is a growing restaurant chain that provides a unique dining experience for its
customers with its contemporary design, diverse menu options, and exceptional customer
service. However, it faces challenges such as increased competition and the cost of raw
ingredients. Nevertheless, Joey has ample opportunities as to venture into untapped markets
and appeal to a larger demographic.

 The chain must focus on retaining loyal customers while attracting new ones to remain
competitive in the long run.
 To be successful in the long run, Joey Restaurant need to keep innovating and adjust
to dynamic restaurant business fashions.

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REFERENCES
1. Ney, J. D. (2010). Company of the year, regional western Canada chain of command Joey
restaurant group is thriving one unique resto at a time. Foodservice & Hospitality, 36.

2. Bright, D. S., & Cortes, A. H. (2019). Principles of Management. Huston, Texas: OpenStax.

3. Smart, C., & McLeod, S. (2016). Retrieved from the https:/www.province.com/life/foods

4. Rocketreach.co, Retrieved from https://rocketreach.co/joey-restaurant-group-

profile_b5db4d1df42e517c

5. Joey Restaurants. (2021, August 15). In

Wikipedia. Retrieved October 25, 2021, from https://en.wikipedia.org/wiki/Joey_(restaurant)

6. Woodin, Hayley., (2020). Joey accelerates North American restaurant expansion, from
https:/www.biv.com.

7. Franklin, A., & Naser, M. (2017). Service

quality and satisfaction in the restaurant industry. Journal of Hospitality
& Tourism Research, 41(6), 735-764. https://doi.org/10.1177/1096348016667963

8. Drifttravel Joey Restaurants and Steam Whistle Brewing Partner to Celebrate Canada’s
150th. (“JOEY Restaurants and Steam Whistle Brewing - Drift Travel Magazine”)
Retrieved from https://drifttravel.com/joey-restaurants-steam-whistle-brewing-partner-
celebrate-canadas-150th/

9. Lindsay, B., (2019). CBC News. Retrieved from https:/www.cbc.ca/news/british-

columbia/.
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10. Rocha, R., & Leung, A., & Trinh, J. (2022). The pandemic is changing how restaurants
do business, from https://www.cbc.ca/news/canada/covid-restaurants-changing-model/

11. Menuck, S. B. (2020). All in the

family. RestoBiz. https://www.restobiz.ca/all-in-the-family/

12. Summerlin, J. (2023). Menu prices Canada. Retrieved from

October 25, 2021, from https://menupricescanada.com/

13. Glassdoor. (2021). Joey’s Restaurant. Retrieved from

https:/www.glassdoor.ca/overview/working-at-joeys-restaurant.

14. Farooq, U. (2019, July 12). An example of pestle analysis of a restaurant. Retrieved April 6,
2023, from https://www.marketingtutor.net/pestle-analysis-of-a-restaurant/

15. Detailed PESTEL Analysis of Restaurant Industry | EdrawMax Online. (2020). Edrawsoft.
https://www.edrawmax.com/article/restaurant-industry-pestel-analysis.html

16. JOEY Restaurants Mission, Benefits, and Work Culture | Indeed.com. (n.d.). Www.indeed.com.
https://www.indeed.com/cmp/Joey-Restaurants/about

17.Sabharwal, K. (2017, January 19). Leadership legacy: Al Jessa, President, Joey

Restaurant Group. Restobiz. https://www.restobiz.ca/leadership-legacy-al-jessa-
president-joey-restaurant-group/

18.‌Binelli, B. (2013, June 14). Jeff Fuller Shares Vision Behind Joey Restaurants - F & H
Magazine. Foodservice and Hospitality Magazine.

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https://www.foodserviceandhospitality.com/jeff-fuller-shares-vision-behind-joey-
restaurants/

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