Impact of Brand Loyalty of Existing Restaurant on Newly Opened Restaurants in Chandigarh

Chandigarh has been known for a city of food explorer and thus it witnesses new blocks in restaurant industry every now and then. Economically sound entrepreneurs of Chandigarh have a keen interest to be part of a restaurant business. This paper unfolds the risk and challenges faced and strategies adopted by new restaurant entrepreneurs against the brand loyalty of existing restaurants to survive during their stay. The survival mantra is only to come up with a new innovative concept in different elements of the restaurant business has been analyzed by the study of thriving restaurants in this competitive world of brand loyalist consumer. The study reveals that 60% of new restaurants succeed, out of which 40% make them as a brand down the line and 40% of new restaurant struggles to put their mark on the target customer and eventually shuts down due to heavy economic loss, Through this study it has been tried to find out the ways to join the successful category.