This approach to growing a retail business is extremely difficult to attain, as it requires the in-store experiences to support the brand and create value over time. In addition, the more mature of food retailing brand becomes the higher and more predetermined the expectations. For CPK the expectations of fast, friendly and professional service are very strong, as is the quality of the food itself. The need for creating a consistent experience is critical for their long-term growth as a result (Dasu, Chase, 2010). For the company to continue to open up new markets, it must also concentrate on adjacent meal segments including brunch and lunch, a strategy their primary competitor in this segment, Panera Bread has done exceptionally well. Panera has been able to successfully redefine the brunch meal through their use of bundled soup and salad specials on weekends for example. What CPK also needs to concentrate on based on this analysis is defining a vegetarian and...

This are needs to be also analyzed more with attitudinal research and psychographics to see if it can be more effectively sold into (Hanefors, Mossberg, 2003). Finally the company's R&D processes are excellent yet need to also include a low-calorie and healthy eating line of foods for the parents of kids who in many families are the primary decision makers of what dinner will be on a nightly basis.
References

Dasu, S., & Chase, R.. (2010). Designing the Soft Side of Customer Service. MIT Sloan Management Review, 52(1), 33-39.

Event Brief of Q2 2010 California Pizza Kitchen Earnings Conference Call - Final. (5 August 2010). Fair Disclosure Wire

Monica Hanefors & Lena Mossberg. (2003). Searching for the Extraordinary Meal Experience. Journal of Business and Management, 9(3), 249-270.