Engage in Collaborative Alliances - Part 1














Brand rebranded in 2018 and relaunched themself since then company has heavily relied on PR for promotion till 2020 global shutdown

Regular social media interaction

Association with Australia's best restaurant will add goodwill to the company

The restaurant prefers to handle their account by their team members.


Spell Byron Bay

Fashion Label

Sustainable clothing

Sponsoring women’s local football team

Launched Spell bridex2020 campaign

Fastest growing label brand in Australia

Limited target audience.


MAdE Establishment


Food and Beverages



The goodwill

The backlash, as the company went into administration


CPB Contractors Pty Limited


Non-residential building construction


Marketing strategies include event marketing, affiliates, and partnership, and corporate brochures.


Increased networking with leaders and investors

The target audience includes business professionals only


Stride Store

Fashion Label

Sustainable clothing

Launch of first vegan beauty products in Australia

Current advertising Regular meme and fashion hacks

Added goodwill of the company's fastest-growing label

Company location far from the office thus difficulty in coordinating work


Chaco Bar


Japanese Cuisine

Launch of $ 85-course dinner and $145 Yakitori Omakase course

No advertising campaign currently

Lesser presence on social media will help the company to grow the brand from the start.

Difficulty in communicating with owners, due to cultural differences.


Single O Surry Hills


Breakfast and batch brew bar

Launched Coffee on tap cafe

Regular social media posting.

Fastest growing innovative cafe



New Shanghai


Asian Cuisine

Regular workshop event organization

Regular facebook postings

Increasingly growing BYO



Bec + Bridge


 Apparel for men and women.

Giveaway haul for active customer

Regular Fashion blogging

Dynamic leaders, and strong brand position in the industry

Less knowledge of the fashion industry


Lend Lease


Residential and non-residential buildings construction



Global recognition

Strong backlash as they do not adapt to a sustainable environment

Engage in Collaborative Alliances - Part 2

The social media agency aims to focus on Quay as a primary candidate for pitching them as their client. Quay is a restaurant owned by Leon Pink in Sydney, Australia run by legendary chef, Peter Gilmore. The restaurant reflects nature in its cuisine, created and designed by chef Peter Gilmore. The restaurant is known for its playfulness in texture, and color on the plate, with vibrancy in taste. An ode to the Australian landscape, holistic sea view, and bark of the paperbark tree, the restaurant has appeared in the world's top 50 best restaurants several times (Quay,n.d).

Quay was established in the late '90s, where during 2001 Chef Peter Gilmore, joined the restaurant as lead executive chef. Quay has been awarded three chef hats for three consecutive years and is named as Restaurant of the Year six times in The Sydney Morning Herald Good Food Guide for 18 unprecedented years of quality service. Quay has also been listed five times as the world's top 50 best restaurants and held the title for three years (Quay, n.d).

During march' 2018, the restaurant giant decided to do a makeover of the restaurant which was reopened in July 2018, which led to the best restaurant in Australia by Gourmet Traveller's restaurant.

The hotel is known for a few of Peter Gilmore's signature dishes such as snow egg, eight texture chocolate cake, mud crab custard, smoked eel cream seaweed and ossetra, and many more. Knowing the legacy of chef Peter Gilmore and Quay, working as a social media consultant for the restaurant will be extremely beneficial for the company. Quay has a follower base of 1.8 M on Instagram and approximately 300K likes, which accounts for huge followers. As dealing with such huge numbers, the company will benefit in terms of experience in handling customer engagement and customer needs, the goodwill will be associated with the company in landing potential clients and the company can earn trust from Quay's network and personal connection members.

Due to the pandemic, the revenues of the restaurant business in Australia has been declining rapidly, with a current loss of $19.7 billion (IBIS World, 2020). After the pandemic, the restaurant has been dealing with lesser customer visitation, hence they are generating less revenue as compared to the previous year. The alliance with a social media marketing company will help the restaurant to create frequent communication with followers to understand the customer's needs and influence them to visit again. Social media platforms are a great tool in engaging regularly with previous and potential customers to create brand advocacy and trust among the user.



  1. The menu was designed and created by Chef Peter Gilmore.
  2. Sydney Harbour view.


  1. Few networks of restaurants.
  2. Limited menu.


  1. Population turning into health-conscious.
  2. Innovation in a vegan diet.


  1. People are becoming price-conscious.
  2. Growth in competitors.

Engage in Collaborative Alliances - Part 3

Partnership Proposal:


The XYZ company is Australia's leading social media agency that aims to create engaging content and designs that get their clients increased generic leads. The company's motto is to create thoughtful and insightful campaigns that generate buzz over a long period. The company consists of performance-driven enthusiasts, creative heads, and passionate leaders whom all coordinate together to strive for perfection.

The reason XYZ sees the partnership with Quay as Quay has been constantly evolving the dynamics of Australia's fine dining and emerging as a luxurious dinner destination for the country. Yet the pandemic has affected the restaurant business along with XYZ's business as well. Hence the company proposes the Quay to ally a brief amount of time to rejuvenate both business's position in their respective industry.

The Quay has been able to establish a huge amount of goodwill over a few decades, and the reason the company sees the need to align with Quay is to improve its networking ability and to make a competitive advantage over its peers in the industry. The alliance will result in improved growth and market dominance and new customer engagement.

It has been over six months pandemic started and it hasn't completely ended yet. Due to nationwide shutdown and loss in the country's economy, many restaurants have been forced to shut down permanently or are being under administration (The Gourmet Travellers, 2020). Yet food is a large and growing industry, and people will always prefer a fine dining experience after a brief amount of time (Deloitte, n.d). Each individual has an important role in shaping the future of Australia's hospitality industry today, hence the company sees an opportunity to take advantage of the situation and regrow the business through its campaigns while keeping the company's originality. Through planning and creating Quay's advertising campaign, the company aims to benefit as an increase in its company portfolio, establish itself as a hospitality industry-specific social media solution provider and industry dominance.

During this pandemic, the company was unable to work to the fullest of its potential and hence seeks to work with a group of dynamic leaders like Chef Peter Gilmore. Through this partnership, the company quest to increase its industry networking and the ability to expand its horizon beyond its limitation to churn out better solutions for its clients. Hence leading to improved creativity and more industry knowledge and experience.

Quay has a long image of having a young, dynamic, passionate, and playful environment within the restaurant, and which the company admires them for. Through this partnership, the company looks for innovation in both respective fields, a warm respectful relationship between the entities which continues for a long period. As chef Peter Gilmore always promotes a sustainable environment, the company aims to build a relationship to promote a sustainable environment and consumption of native ingredients.

The company has drafted a partnership agreement draft form including aspects of this partnership which will be negotiable between the parties.

The agreement is made on______/2020 between the XYZ company, Sydney, and The Quay, Sydney Australia unless extended by any subsequent notice.

  1. Background: The XYZ company has expertise in creating social media marketing campaigns. The XYZ company operates as a full-time service provider which can provide social media consultation to The Quay.

The XYZ company will develop a Social media marketing campaign on its various platforms for The Quay. Against this background, the Parties have agreed to the terms that follow.

For the period of ________/2020 to________, a social media campaign will be built for The Quay on Facebook and Instagram.

To provide via The XYZ company,

Increased campaign view by 78%, Increased social media view by 112%, and return rate of interest of 65%

The XYZ has the right to bill additional expenses, upon mutual agreement, for any campaign-related development, meetups, and so on.

  1. General condition: The service provided by the XYZ company under this agreement shall adhere to terms and conditions as stated at the end of the document.
  2. Invoicing and payment terms: The cost for social media management will be _______ including service tax.
  3. Representation and warrants: The XYZ company hereby undertakes and warrants that the services provided shall not violate or will be violating during or any time after the agreement the intellectual property rights of the company to any concerned third party.
  4. Area of breach: The Quay shall be subjected to breaching the contract in a case when the Quay terminates the agreement before completion of the term or due to delayed payment of bills.

The XYZ company shall be subjected to breaching the contract when the agency fails to deliver as stated in the contract or includes a bill of other personal expenses.

  1. Performance monitoring: The XYZ company will be subjected to provide a weekly report of the service to The Quay and performance will be measured based on ROI, cost per acquisition, and increased followers.
  2. Signed, sealed, and adhered by:

For and behalf of The Quay For and behalf of The XYZ company


The Quay The XYZ company

Name: Name:

Designation: Designation:

Date: Date:

References for Quay Restaurant Analysis

Deloitte, (2020). Future of food. Retrieved from https://www2.deloitte.com/content/dam/Deloitte/au/Documents/Economics/deloitte-au-economics-future-food-uber-eats-100719.pdf.

The Gourmet Travellers, (2020). What now for Australia's restaurant industry?. Retrieved from https://www.gourmettraveller.com.au/news/restaurant-news/coronavirus-hospitality-industry-future-18729.

IBIS World, (2020). Restaurants in Australia- Industry, data, trends, stats. Retrieved from https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwjVqo62vsDsAhUK_3MBHW7VA48QFjAAegQIAxAC&url=https%3A%2F%2Fwww.ibisworld.com%2Fau%2Findustry%2Frestaurants%2F2010%2F&usg=AOvVaw1VzAbMiuY77w42ghBK6ogw.

Quay, (n.d). Menu. Retrieved from https://www.quay.com.au/menu/#home.

Quay, (n.d). About. Retrieved from https://www.quay.com.au/about/.

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