Introduction This report is to provide the management of The City Grill Room Steak house restaurant with effective marketing, and customer satisfaction strategies, in order that they may attract new visitors or customers to their location and encourage repeat purchase by the customers. To carry this out this report highlights some of the effective marketing strategies they can employ, and some of their services that require greater improvements in order that they may attract and retain new patrols to their steak house. This report closely examines the Australian restaurant industry, the emerging trends affecting it, the major players in the industry and how their policies or strategies affect City Grill and the industry at large. The report also looks at the market segments the City Grill serves and how it attempts to serve this target market effectively. In addition, the report examines how City Grills key service characteristics impacts them, their current promotional and marketing strategies, their pricing strategies, the transportation or logistic strategies affecting them, their service processes; including their service blue print, an examination of their operational side of business, and the overlap and transparency between their operational and service elements. The report also examines the Grill’s service environment, and how their business service scope can be organized and strategized for effectiveness in their operations, and an examination of the things that can improve or disadvantage their services. It also talks about issues in the management of employees and customers by looking at how the customer relationship and loyalty can be improved using effective customer relationship and retention strategies. The report concludes by giving recommendations for improvement, examining the Grills’ overall strengths, weaknesses, and opportunities, in its advice to the management. Background Information on the City Grill Room Restaurant The City Grill Room is steak restaurant located at 535 Little Lonsdale Street, Melbourne, Victoria (Australia). As O’Brian (2008) asserts, this restaurant specializes in ribs, grill, seafood and steak. Having been established on the 27 th of October it provides a range of beef products, ranging from pork, chops, to sausage dishes and fish like prawns, calamari, and salmon. Industry Analysis Vonnegut (1990) splits the restaurants industry into two broad categories that is, fast food sector and full service sector. Full service restaurants have waiter and waitress services, and the patrol takes an order while seated. In quick service or limited service restaurant, the patrols orders for food at a cash register, and food is delivered to them by use of a drive-thru or select items from a food bar. City Grill faces stiff competition from high end restaurants like Tetsuya’s; the best restaurant in Sydney Australia, Bather’s Pavilion, MG Garage, and Salt among others, known to be among the the best in Australia. This competition stiffens in its own backyard, Melbourne; a haven for nearly 200 restaurants. These restaurants include, the famous Charcoal Grill, The Meat & Wine Co., Babarino’s and Wong, Rockpool Bar and Grill among others. Melbourne is also known for Australia’s best steak restaurants offering steak and other delicacies, like the Mediterraneo Charcoal grill and Wine Bar. This steak house located at Bourke Street City in the C