1.

Introduction

1.1 Introduction

These days people are becoming more and more extrovert. People now like to spend
spare time more hanging out with friends and family. As there are very less options for
people to spare their good times with family and friends people these days are heading
towards the most widely used form of recreation, a fine dine with family or friends. This is
the main reason restaurants are becoming the best place for hang out these days. Due to
the high assembly of youth in Dhanmondi every day Dhanmondi has now become one of
the most popular place for people who want to kick start a restaurant business. Hundreds
of schools & colleges, several campuses of major Privet universities, corporate offices,
banks are ensuring a extreme gathering of youth in weekdays while the nonstop business
of shopping centers and Brand shops situated at almost all the corners of Dhanmondi
keeps it busy even in the weekends. A study has found that Dhanmnodi area contains
almost 254 restaurants which is the highest restaurant located area in Dhaka city.

1.2 Origin

As a partial assignment of the course Business communication of MBA Program of United

International University we have conducted a research and studied on rising demand of the
restaurants of Dhanmondi.

1.3 Background

Castle (2014) stated that the restaurant culture is a very new and recent phenomenon in
Bangladesh. There used to be a few places to eat out the post-independence. And those
restaurants were just food serving place indeed. The only popular places for family dining
and specials events were the local Chinese restaurants. The fast food industry had their
very fast flourish in Dhaka and other major cities in late 90s. Local Pizza and fried chicken
was the first thing to be introduced as fast food here in Bangladesh. It is after 2000 when
the food industry got significantly flourished. International fast food chains introduced
their outlets in the country. Being the capital of the country Dhaka gets to see the biggest
transformation when new restaurants started catering to the palate to different consumer
segments. Over the last decade, the industry witnessed the major shift in demand with a

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rapid increment of the per capita incoming inflicting the consumer taste and luxury
lifestyle. The entire nation experienced a drastically cultural shift due to the massive
development in the electronic media, involving an extraordinary growth in the food
industry introducing top class restaurants with multiple cuisines. Besides this new
restaurant culture the traditional tea stall and local canteens still manage to get its
flourishment, ensuring that this rise of restaurants has not yet stolen the business but filling
up a massive gap in the market. According to Hussain and Leishman (2013) the fast food
companies of Bangladesh are targeting the urban corporate work force as well as the
young youth. Certain location has been investigated and from there it has found that the
young children and families are the frequent user of this restaurants. Hasan (2013) in
market summary stated that Dhanmondi people are mostly aristocrat for that they are
willing to pay enough for good. As mostly educated they would like to spend more for
food quality product. Dhanmondi is a leisure place with a lake which increases the
potentiality of the restaurant.

1.4 Purpose of the Statement

The purpose of the study is to find out the reasons of incising the demand of restaurants in
Dhanmondi area.

1.5 Scope and Limitations

When we start to make report most important benefit was availability of the restaurant in
Dhanmondi. Students and service people were friendly to give their valuable time. We get
enormous data that is very significant in our report. Another important scope is our
university campus is in dhanmondi so we get the benefit of location. We also get
assistance from our respectable course faculty all the way. Most important scope of this
report is we get real life data no imagination data.

For preparing this report some difficulties have been faced. These difficulties can be
considered as limitations. The limitations are as follows:

1. The study has suffered from several barriers. Data from restaurant is highly confidential
for the outside people and we had no authority to get the overall demand data

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2. It was very difficult to work with service-holders because most of time they were busy
for their work.

3. In our group some are students and some are service holder so, it was a quite difficult
for us to sit for a perfect group work.

4. Our topic rising demand of restaurant is very significant and vast one, there are massive
points to describe but as we have limitation of time we discuss few.

1.6 Methodology

The purpose of research issue will usually determine whether an analytic or descriptive
survey is under taken. The question and variables included in such a survey need careful
formulation (Ahmed, 2008). The type of this report is analytical. To conduct the study, we
use both primary and secondary data in our report. The sample size of our research is 100.
The researchers went to different schools, universities and restaurants in Dhanmondi to get
different kind of sampling and extract study materials from them. We gave a questionnaire
to get our result. Choosing the sample was a very random process. In 100 sampling, there
were students and service holders but most of them was students who are around 16-30
years old. As the main research instruments, we prepared 15 questions to extract the
research. The questions were five point likert scale to elicit response on the rising demands
of restaurants. Further these questionnaires were analyzed. Statistics tools and software
were use to analyze the data method. This data will be presented by hard copy and by a
presentation.

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2. Findings and analysis
2.1 Increase in population has an effect on the rising demands of
restaurants in Dhanmondi

45
43
40

35

30
25
25

20
15
15 12

10
5
5

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Increase in Population 5 12 15 43 25

According to the survey out of 100 respondents majority of the respondents about 68
believes that increase in population is one of the reasons of the rising demands of
restaurants in Dhanmondi and 15 of them isnt sure of this claim. Whereas 17 of them
differ this claim. So in conclusion we can say the population puts an impact on the rising
demands of the restaurants.

4
 The servers are friendly and patient when taking
orders

45
41 42
40

35

30

25

20

15
9
10 7

5 1

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Servers are friendly &
1 9 41 42 7
patient

Theres almost a tie in this question. The respondents arent too sure about the servers
friendliness. Minority of the respondents disagree. So as a result we can say the servers
are quite friendly and patient while taking orders whereas they need to come up with
something new that will encourage the 41 respondents to talk in favour of them.

5
 The food is served quickly
35 35

30
28 28

25

20

15

10
5
4
5

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Food served quickly 5 28 35 28 4

According to our 100 respondents 35 of them not sure whether they get the food served
quickly or not where 28 of them agree and 28 of them disagree. So we can say the
customers arent too satisfied with the times restaurants take to serve the food. So as a
conclusion we can say the restaurants needs to serve the foods more quickly which will
encourage the customers.

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Dhanmondi is the perfect place to open a restaurant

40
38
35

30 28

25

20
15
14
15

10
5
5

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Dhanmondi is a good
5 15 28 38 14
location

Majority of the respondents agree with the claim that Dhanmondi is the perfect place to
open a restaurant. Minority of them disagree and the reason they shared with us is that
opening more restaurants will create more chaos in Dhanmondi and the traffic problem
will get more worse than it is at this moment.

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 The interior of the restaurants are clean

45
43
40

35
30
30

25

20

15 13
10
10
4
5

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Interiors are clean 4 13 30 43 10

According to our survey we can say restaurants in Dhanmondi are clean as majority of
the respondents are in favour of this. Whereas 30 of them are in the neutral side and 17
of them denies.

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 The overall value for price is good

30 30
29

25

20 19

15 13

10 9

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Value for price is good 13 19 29 30 9

The overall value for price is good according to our survey. 32 of the respondents
disagree and we come to know they think some of the food items are overpriced where
at other places they can get the same food for lesser price comparatively.

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 Restaurants are increasing the part time job
opportunity of the students
35
31
30
28

25

20 18
15
15

10 8

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Increment of part-time
8 15 28 31 18
job for students

Majority of our respondents think restaurants are getting students into jobs hence the
demands of the restaurants in Dhanmondi are increasing. Minority of the respondents
disagree whereas the rest have no opinions.

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 Variety of food is available and it attracts the
customers
40 40

35
31
30

25
21
20

15

10
5
5 3

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Variety of food 3 5 21 40 31

From our survey we can say variety of food is available in the restaurants of Dhanmondi
as majority of our survey respondents agree to it. Very few disagree. So in conclusion we
can say the variety of food is increasing the demands of restaurants in Dhanmondi.

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 Attractive offers and discount provided by the
restaurants attracts customers

35 34

30

25
21
20 18
16
15
11
10

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Attractive offers &
11 21 18 34 16
discount

Majority of our respondents about 50% believes attractive offers provided by the
restaurants in Dhanmondi are attracting customers hence the demands of the
restaurants in Dhanmondi region are increasing.

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 The demands of restaurants are increasing as
there are limited place for recreation

40 40

35
31
30

25

20
16
15
10
10

3
5

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Limited place for
3 10 31 40 16
recreation

Dhanmondi offers limited place for recreation and social gathering hence according to
the majority of the respondents of our survey this increases the demands of the
restaurants in Dhanmondi for such purpose.

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 People of Dhanmondi becoming more outgoing
hence increases the demands of restaurants

45
42
40

35

30
25
25 23

20

15
8
10

5 2

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
People becoming more
2 8 23 42 25
outgoing

About 42% of the respondents believes as people of Dhanmondi are becoming more
outgoing this increases the demands of the restaurants. Whereas very few disagree with
this claim.

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 Restaurants makes Dhanmondi an ideal place to
visit and spend leisure time

40
38

35

30

25
25

20 19

15
15

10

5 3

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Ideal place for leisure time 3 15 25 38 19

According to more than 50% of the respondents of our survey believes the demands of
restaurants in Dhanmondi making it an attractive place to visit and spend some leisure
time. 25% have no opinions regarding this whereas about 18% disagree.

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 The restaurants in Dhanmondi maintain their food
quality and service

40
36
35 34

30

25

20

15 12
10
10 8

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE
Fffffffffffff
Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Maintains food quality &
8 10 34 36 12
service

Regarding the quality of food of the restaurants in Dhanmondi it got a positive response.
About 36 of 100 respondents agree about maintaining the food quality and service,
whereas the minority about 18 differs and 34 of them are neither.

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 Less expensive restaurants are more

30

26
25
22
21
20
20

15
11
10

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Less expensive 26 22 21 20 11

From our finding, we have come to a point where most of our population disagreed to
one objective and that is; less expensive restaurants. Among 100, 26 people mentioned
that restaurants are not less expensive. This could be one of the obstacles from rising
demand of restaurants. As a solution, restaurants should consider a balance price for all
the customers as restaurants are increasing and pollution is rising as well.

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 Schools, Universities increases the demands of
restaurants in Dhanmondi

50
46
45

40

35

30 29

25

20 18

15

10
5
5 2

0
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY
DISAGREE AGREE

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Schools, universities
2 5 18 29 46
increases the demands

As we have already found out that people are becoming more outgoing. From our
knowledge, university or college going people are more outgoing compared to other
people. While doing the survey, these age group people were higher in number. In
Dhanmondi, the number of these institutions are increasing. From survey, people agreed to
the point that these institutions have an effect on the rising demand of restaurants.

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Suggestions and recommendations:

While doing the survey we have found out effective information and knowledge on the
rising demand of the restaurants in Dhanmondi. There are a few objectives that we have
come up with. In the questionnaire, we have asked people living in Dhanmondi a few
relative questions. Among them, population effect, price and variation of food, service and
offer, outgoing manner, institutions, etc were major objectives. Main reasons behind rising
demand are population increase, rise in number of colleges and universities, good offers
and discounts, variation of food etc. but there are few things which need to be improved
for a positive response from the customers of these restaurants. Most of the customers
didnt agree to the less price factor. According to the survey, 26% people didnt agree to
the fact that there are less expensive restaurants in Dhanmondi. Since all types of
customers are there, restaurants should maintain a balance price which most of the
customers can afford. Also, food quality needs to be improved. A good number of people
gave a neutral answer to this question. Waiters behavior and the way they serve food
should improve as well. Customers expect more from this side. Since we have collected
these primary data through our survey, these few things that we have just mentioned are
going to be recommendations. There are a lot of new restaurants or outlets in Dhanmondi.
If they follow these suggestions, there will be more demand from the customers. After all,
this is the only aim for restaurant owners to please their customers. As Dhanmondi is
becoming a place where gatherings are increasing, restaurant owners need to be a little bit
more careful to sustain the new crowd.

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Conclusion:

In the conclusion we can state that the response to rising demand of restaurants in
Dhanmondi is very much positive. Restaurant entrepreneurs are taking advantage of the
crowd and other opportunities as we have mentioned above. Not only in Dhanmondi, but
restaurant business is also becoming popular in other areas we well where restaurants were
not a trend. People are going to restaurants and loving the ambience more and more. So all
the opportunities should be utilized properly to ensure a positive result in this field. Time
and era change from day to day. This is era of fine dining and spending quality time with
loved ones. Restaurants are performing a wonderful job to fulfill peoples demand and
choice.

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Reference

Ahmed, J.U. (2008). Review of strategic development of Higher Education Institutions in

the UK. Management & Change, 12(2): 1-28.

Castle, L. (n.d.). Cafe Market: Bangladesh. Retrieved 2014.

Hasan, M. (n.d.). Restaurant Business Plan. Retrieved March 26, 2013, from Education

Hussain , S. S., & David Leishman, D. (n.d.). Hotel Restaurant and Institutional (HRI).
Global Agricultural Informational Network, 5. Retrieved January 7, 2013.

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