Rosalita's and Antonio's are Mexican restaurant chains. Each restaurant offers similar items on their menus. However, Antonio's restaurants are positioned in the market as elegant establishments with high prices. Rosalita's, on the other hand, are located in middle-class neighborhoods, with a casual atmosphere that welcomes families with young children. The prices at Rosalita's are in the moderate range. When evaluating the marketing strategies used by these restaurants, we can conclude that

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Product differentiation attempts to create real or perceived differences in products. When making buying decisions, customers do not just look at the physical product itself, but also factors such as image and atmosphere. Thus, even though the food is very similar at the two restaurants, the overall dining experience (total product offer) is not the same.

Rosalita's and Antonio's Are Mexican Restaurant Chains