Fred Harvey Company Case Study

Improved Essays
In 1875 traveling along the railway was anything but luxurious and the food options were atrocious. Besides the fact that there were very few restaurants options near railway stops the food offered was often rancid and took so long to be served customers didn’t have time to eat it. These existing restaurants weren’t concerned about one-overing their customer because they would never see them again. Fred Harvey was one of the first to recognize this unmet need and he capitalized on it.
Harvey recognized that existing restaurants weren’t concerned with the consumer and saw that travelers were desperate for basic human needs, such as eatable food, and descent lodging. Harvey also noted that edible food wasn’t enough; it also had to be served
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The company adapted again and this changed the company’s target consumer from solely train travelers to include motorist and explorers of the southwest. The Harvey Company offered “packaged motor trips of the southwest, including tours of Native American villages (Indian Detours) and such natural wonders. The company not only civilized the west, they also marketed the indigenous peoples and their arts and crafts”. Then In WWII train travel picked up again and the consumers changes to soldiers who had obviously different needs from prior customers. To cater to this new group the restaurants were changed from dining rooms to resemble mess halls in order to fit and feed as many soldiers as possible.

While the Fred Harvey Company was constantly reassessing the needs of their ever changing customer, it was not always easy to keep up. With every new option in transportation, the Fred Harvey Company saw a decline of customers. Until this point, Harvey had been able to adapt. When the popularization of air travel came into play, Harvey invested in it and tried to anticipate the need of air travelers with the flying Harvey Girls

1960’s Consumer

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