Café Italia

Marketing Plan

Branding Strategy- Name, Logo, Slogan and Product Extension

Café Italia is a family owned Italian restaurant, located in the China Town area of Washington, DC. We serve every Italian dish on our menu that our customers desire. Majority of our client base are families that live near by that are looking for that great authentic taste, whether it’s for lunch, dinner or even late night (Some items are excluded). We have extended our hours during the busiest nights of the week, Thursday through Sunday for those who are out late having a night on the town. During those nights we offer a specialty meal (at a discounted rate); kind of like an introduction to a dish we are considering putting on the menu to see what types of reviews it will receive from our customers. We strive on being the best Italian restaurant in the area; our slogan is “A taste of Italy in your backyard.” Here is our logo:

Café Italian plans to expand by opening multiple restaurants in the most popular areas. Our next plan is to locate a spot in the City of Arlington, VA and taking suggestions for other potential locations. Please visit our site at www.cafeitalia.com and join our fan page for a chance to be a part of our potential franchise.
Brand Strategy Cafe Italia cooks every dish from scratch. Nothing we use is store bought, or frozen. All of our ingredients are grown in my parent’s garden in Italy and shipped to us pretty regularly to include our spices. This puts us at an advantage over our competition. We pride ourselves on having a complete Italian menu with desserts where as our customers quickly realize, that nothing can compare to our taste.

Develop a Marketing Strategy with Execution Timeframes Café Italia’s marketing strategy will aim around Italian natives, families and lovers of Italian food. Many of our lunch rush come from State Officials that love an authentic taste.
Promotion
Café Italia will begin our Marketing Strategy November 20, 2015. That is right around the holiday season which tends to be the busiest time for most restaurants especially in such a popular area. This will help us establish brand awareness:
-We will partner with local hotels and apartments to display our marketing material in the lobbies which will contain a menu with prices, discount coupons and catering options. ----Café Italia will also use our social media pages Facebook, Instagram and Twitter as well as our website to promote our location. We will display upcoming events as well as meal nights for the family and happy hour promotions.
-We will also take part in the community block party where we will display a few of our dishes and hold a contest for 3 individuals to win a free meal of $50 and less at any of our locations.
Additional promotions within the next 6 months:
-We plan to partner with the local TV stations that will do an article review for a few meals we have previewed on their show as another form or public advertising.
- Our goal is to have at least one menu in every establishment within a 5-10 mile radius.
-We will also be hosting a happy hour event where our lucky winners could win one free meal a month for 6 months.
Positioning Statement We are amongst several other restaurants within this area. There’s soul food, Korean BBQ, Chinese, Mexican and Ethiopian. But Café Italia is the only place where you can taste the authenticity. It’s just like visiting Italy only from the comfort of your very own backyard. We are the only restaurant that gets our ingredients shipped to our restaurant to be prepared daily from scratch. No meals are ever frozen.

Perpetual Map
| | Olive Garden |
| |Korean BBQ |
| |Chinese Express |
| |Mexico Dream |
| |Ethiopian Star |
|Café Italia | |

Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. Understanding your customer’s needs will keep them wanting to occupy your establishment. Many families are tired of eating the same tired old American restaurants or stopping to get fast food. Most just want time to sit down and relax to enjoy a nice, flavorful, authentic meal. Some place where they can spend quality time with friends and family for dinner and enjoy themselves. When a customer writes a review for a restaurant, several different factors come in to play, such as, their experience, beginning the with appearance of the restaurant right down to their interaction with the server. By being attentive to your customers needs and making them feel welcomed will keep you clientele pretty high. Our customers are lovers of the Italian dish when they come in they typically know what they want and are excited to see it hit their table. By offering promotions and offering a late night menu, our guests will quickly spread the word to other Italian food lovers; will keep our doors open for business.
Company Mission Statement and Introduction
Mission Statement:
Café Italia’s mission is to create a unique dining experience for our customers by serving authentic Italian dishes in a soothing family oriented environment.

Company Introduction:
Café Italia one of the words best Italian cuisine located here in Washington, DC. We specialize in authenticity and great food that is sure to leave your taste buds wanting more. Our hours of operation are 11am-10pm Monday through Wednesday and 10am-3am Thursday- Sunday. “Come taste the Italian,”