Brief Summary:Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay The restaurant is led by executive chef and owner Roberto Marotta. He and his family lived in Milazzo, in the north of Sicily, alongside the Aeolian Islands. His admiration for Sicilian cuisine is inspired by his mother. He and his brother Alessandro opened their first restaurant in their native country, followed by Sicilian cuisine. After a while, Roberto moved to Canada with the ambition to bring new waves using fresh produce, meats and seafood to expand his cuisine. At first, Canadians are unfamiliar with Italian cuisine, but the more they try, the more they absorb this delicate flavor of their home country. Later, Ardo Restaurants was featured on Blogto as one of the most famous restaurants in Toronto. Roberto really achieved his goal. Menu description and price: The menu divided into 8 categories which are spuntini, insalata, pasta, pizze, piatti, contorni, dolci, mercatto and drinks. The name may be difficult for some guests as it is in Sicilian, but there is a clear description under the name of each dish. So, at Ardo, the starters are Spuntini, the salads are insalata, the main course is divided into two courses which are Contorni and Piatti, the desserts are Dolci and the final chef's special dishes are Mercatto. Drinks include a rotating selection of European wines and classic cocktails incorporating Sicilian flavors. Behind each drink are details on the ounces in each drink, drink description and price. Pricing: At Ardo Restaurant, we have used cost - plus pricing to maximize revenue and profit. For this strategy, all overhead costs are included, namely rent, employee salaries, gas and electricity for the entire restaurant. After considering all factors, we added a markup percentage of between 3 and 4 times the cost to create a profit margin for the dish. The reason why we chose this solution is that cost plus formula is easy and simple, we know the exact amount of cash outlay incurred for the manufacturing process of a product so that we can add a profit margin to achieve the desired income , we can know the reason for our unfortunate increase in expenses: therefore: calculate the number again and act immediately. Target Needs: Necessities which are elements are necessary for survival and are part of the human condition. In our case, the chef and owner created a restaurant to meet human needs, he wants to satisfy the basic things in customers' lives. He devotes his life to Sicilian cuisine so that he can transform needs into desires and requirements. Wants: These concepts depend largely on the needs of humans themselves. It's something you want, but you can still survive without it. Our target consumers are tourists, newcomers, families wanting a gastronomic experience, a relaxing evening with friends, a more leisure environment. Our Chef chose the location of the restaurant in the city center, crowded with people and tourists. It focuses on Sicilian cuisine which is new, unfamiliar to Italian cuisine, which makes guests amazed and curious. As a result, guests want to come in and taste it. Our strategy is: when a customer or a group of 3 or 4 people wants a fine dining experience, they want to try something.