Proposal for the Online Expansion of Florence's Italian Restaurant
J.J. Smith
Western Governors University

Proposal for the Online Expansion of Florence's Italian Restaurant

The purpose of this proposal is to assess the viability of Florence’s Italian Restaurant in an online environment, evaluate the current online competitive conditions and recommend online marketing and social media integration strategies that will aid the company in expanding its internet visibility and in growing its clientele.

Viability of Florence’s Italian Restaurant in an online environment
Florence’s Italian Restaurant is a family owned and operated full service restaurant located in Landis, NM. The company opened its doors for business in 2011 with a staff of seven, including its chef and owner. The restaurant specializes in authentic Italian cuisine and both its menu and ambiance seem to appeal to patrons seeking to get a taste of Italy at home. Its menu offers a rich assortment of 38 hand-made pasta entrees and specialty veal, chicken, seafood and steak dishes, all served with a tossed salad and the Chef’s home-made bread and sauces. Additionally, it offers a kids’ menu, a selection of Florence’s signature pizzas, Italian hoagies, appetizers, soups and salads, including its acclaimed “Florence’s Salad”.
At the moment, the restaurant has very limited online exposure. It does not have a web page. Its few online venues include a Facebook page with minimal information and product catalog, as well as, Google, Trip Advisor, Yelp and Urban Spoon, where customers can obtain the restaurant’s address, phone number and write reviews. As part of its marketing efforts, the business relies mostly on word of mouth and repeat clientele. Its marketing approach thus far consists of local radio ads, some occasional community team sponsorships, donations and local distribution of flyers and