...Marketing Plan Grantham University February 24, 2014 Introduction and Executive Summary The restaurant business is highly competitive. Success largely depends on the business’s ability to implement a marketing plan that will give the restaurant the competitive advantage over other businesses. Any restaurant business must understand the marketplace and customers’ needs and wants if it wants to grow and compete effectively. The restaurant in this marketing plan is a dine-in, or carries out family owned business specializing in leisure dining. The restaurant has a good reputation within the small community of about 6,000 people. The marketing strategy is to promote new product to the public. This restaurant is open to the public Monday – Friday from 11am to 7pm. The restaurant is currently facing stagnant profit and a decrease in customers over the past few years. The company will implement different marketing strategies to maintain current business with local customers as well as attract new customers in order to increase revenue. Mission Statement The mission of the restaurant is to ensure each customer receives professional, friendly, and courteous service. To provide our customers a warm dining experience while enjoying delicious family style cooking at an affordable price. To provide all employees with a satisfying rewarding environment which encourage long term employment. To maintain a clean, safe work environment and treat employees and customers with dignity and...
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...Forest Spirit Restaurant Ahmed K. Abdel-Aziz Mohamed Forest Spirit Restaurant The drinks are served in quantities of ½, 1 or 2 liters! You‘ll be able to devour a XXL Sandwich (You can order ½ or ¼ portions) Or a lumberjack steak (Approx. 600 grams – just over 1¼ lb.) As a specialty, we offer you cola drink in a 4 liters’ glass. Forest Spirit Restaurant Overview From the outside, Forest Spirit Restaurant seems to look like any traditional outdoors restaurant you have seen. But wait until you enter it and ask for the menu; you will be shock! Forest Spirit Restaurant is a restaurant where everything is huge. You will never get out from Forest Spirit Restaurant hungry. Vision Five years from now, Forest Spirit Restaurant will be the most popular restaurant in the Middle-East by consistently providing the combination of the largest meal, perfectly prepared and outstanding ‘friendly’ service that creates an extraordinary dining experience. Mission Building a Customer Relationship and loyalty. Segmentation Demographic Age (as illustrated in the graph) Age range from under 18 to over 65. Population By Age (6th-October area) Under 18 18 -24 25 - 44 45 - 64 65 and Older Education and job types Highly Educated(University Graduated), Juniors and senior employee. Marital status Single , Empty nesters couples, Couples with young children. Size of household Small household (average: 4-members). Psychographic Lifestyles Dining...
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...Marketing Plan for Masamoto Sushi & Asian Grill Situation Analysis Company Analysis Masamoto Sushi & Asian Grill is a local restaurant which focuses on offering fresh, affordable, healthy and unique Asian cuisine for the suburban food enthusiasts. It is conveniently located on Route 202 in the Keystone Plaza shopping center within the suburb of Chadds Ford, PA. It was founded in the fall of 2007 by executive chef / owner Johnny Cai. Masamoto's offer dishes from multiple Asian styles including Japanese, Chinese, and Thai as well as exceptional sushi creations. To help promote an upscale dining experience, earth tone colors throughout the dining room create a gentle, flowing ambiance for their customers. Their friendly, knowledgeable wait staff completely dressed in black gives the impression of a stylish, elegant restaurant. While they do not have a liquor license, Masamoto's does offer their customers the opportunity to bring their own choice of alcoholic beverage without charging a corkage fee. Even though the restaurant is open 7 days a week for lunch and dinner, their peak hours for business are during Friday and Saturday nights. Customer Analysis The main customer base are consumers seeking an upscale Asian dining experience in a suburban area for an affordable price. Customers of Masamoto's range from individual consumers to small groups of friends to families. Most of the customer base is from a 5-10 mile radius surrounding the restaurant. The median...
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...PART A 1.0 ELEMENTS OF THE MARKETING MIX 1.0.1 PRODUCT Subway offered a menu with wide variety meal and better quality fresh product such as pasta, salad, desserts, soup, the chain's flagship sandwich which is the classic BMT, the 7 under 6 menu which featuring seven submarine sandwiches with 6 grams of fat or less, fresh veggies which already boasts lettuce, tomato, red onion and green peppers (Subway, 2012). Subway also brings in a line of new crab-controlled wraps in 2004 and the product itself has only 5grams Net Crabs. Moreover, in the year 2005, a new menu has been added to Subway’s menu that is a delicious fresh toasted sub and the menu still in consumer demand until now. 1.0.2 PRICING The potential element of marketing mix is the price of the company offered because it is direct impact on the company, consumer and economy as well. Subway uses a little higher of upscale pricing than normal subs in the market. Subway offers different pricing strategy with value pricing. But create value products by service in terms of quality. 1.0.3 PLACE This is concerned with activities needed to move the product or service from the seller to the buyer (Lancaster & Reynolds, 2003). Subway use nontraditional places such as supermarkets, airports, convention centers and business center and also another new market development as their major selling location as a franchise. People who in any kind of Subway sales point are on hand to ensure customer’s demands are coordinated...
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...Creative Marketing Ideas for Restaurants to Boost Sales 1. Market To Specific Demographics Each neighborhood or community has a specific majority demographic that will frequent restaurants on a regular basis. Target this majority demographic with your marketing efforts in some way to reach the most amount of people possible. 2. Be Current If you’re restaurant is stuck in 1992 in any way, you’ll be driving your customers away, one by one. Make sure you get your interior updated to be fresh and inviting, make your menu match, and understand what the price point is that your community can support. 3. Be Functional More people use the internet to research your restaurant more than any other method today. If you don’t have a useful website that gives people the information they need to know, you won’t get their business. From menus to ingredients to pricing information, even a simple map with directions to find you may be the one missing thing you need. 4. Get To the Top Implementing an effective SEO plan for your website is one of the most effective ways to get noticed. It’s not just about having specific keywords on your website or having a phone number – you need targeted, local content that will drive local searches to your cuisine first. 5. Have a Great Food Blog Restaurants ultimately need to establish value in some way for people to engage with them. One of the...
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...Restaurant Marketing Plan Dawan D. Smith April 22, 2014 Grantham University Table of Contents Section 1: Marketing Strategy & Mission Statement Section 2: Understanding the Customer Section 3: New Product Development Section 4: Distribution and Pricing Section 5: Promotion Strategies and Public Relations Section 6: Evaluation Plan Marketing Strategy and Mission Statement The purpose of this marketing strategy is to provide my neighbors who have inherited a family owned restaurant the tools they need to make this business a successful one. The restaurant is family owned and the owners want to keep it going as a legacy to the family members who left it to them. Since quitting their jobs, they will have to make money immediately. The restaurant has not been doing well over the last few years and has been losing money. Family members have passed away and others are having health issues, so the restaurant as of now is being ran by the chef as well as some of the servers. Getting this restaurant on the right track will require much work and dedication, and with the right tools in place, customers who are looking to have a great dining experience on a budget and enjoy a delicious home-style meal will get just that. This restaurant is in no way one of the regular fast food restaurants. Here you can sit and enjoy friends, family, have a business lunch, dinner party, birthday party, etc. in a family oriented atmosphere...
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...Small Business > Advertising & Marketing > Sales & Marketing What Are Types of Departmentalization That Would Be Used in a Restaurant? by Tracey Sandilands, Demand Media Google Food preparation may be a different department than the serving of customers. Food preparation may be a different department than the serving of customers. Related Articles How to Bypass an iPhone Activation Without a SIM Card on Windows How Long Do Pre Employment Background Checks Take to Come Back? How to Reset an iPhone if it is Password Protected How to Find a Hostname for an IP Address How to Find an IP Address and Port Number The Five Stages of the Strategic Management Process Departmentalization is an aspect of organizational design that includes the subdivision of a business into units based on their function or other criteria. Most companies, including restaurants, are likely to use two or more types of departmentalization simultaneously. Some of the standard methods of departmentalization include grouping jobs by functional activities, product types, customer groups, geography or location, processes, and chain of command. Ads by Google Free Org Chart Maker Make an organizational chart & work w/ others online. Free 7-day trialwww.lucidchart.com/org-chart-maker Location A restaurant is likely to use a combination of different groupings. Location is likely to be used in a restaurant chain, where more than one branch of the same chain exists in a region, city or county. For...
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...Cornell Hotel and Restaurant Administration Quarterly http://cqx.sagepub.com Why Restaurants Fail H. G. Parsa, John T. Self, David Njite and Tiffany King Cornell Hotel and Restaurant Administration Quarterly 2005; 46; 304 DOI: 10.1177/0010880405275598 The online version of this article can be found at: http://cqx.sagepub.com/cgi/content/abstract/46/3/304 Published by: http://www.sagepublications.com On behalf of: The Center for Hospitality Research of Cornell University Additional services and information for Cornell Hotel and Restaurant Administration Quarterly can be found at: Email Alerts: http://cqx.sagepub.com/cgi/alerts Subscriptions: http://cqx.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Downloaded from http://cqx.sagepub.com at Blue Mountains Hotel School on October 25, 2009 © 2005 CORNELL UNIVERSITY DOI: 10.1177/0010880405275598 Volume 46, Number 3 304-322 10.1177/0010880405275598 Why Restaurants Fail by H. G. PARSA, JOHN T. SELF DAVID NJITE, and TIFFANY KING , Past research on restaurant failures has focused mostly on quantitative factors and bankruptcy rates. This study explored restaurant ownership turnover rates using qualitative data, longitudinal data (19961999), and data from Dun and Bradstreet reports. In contrast to frequently repeated statistics, a relatively modest 26.16 percent of independent restaurants failed during the first year of...
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... Car, Office, Website maintenance, Employees and Services Marketing material Get first time consumers Product price Advertisement on/with products Vehicles Lunchbox Cross side network Same side network Quality food and tasty. 12$-15$ Provide food according client specifications Save time (cooking or going to food place) Food Delivery Competitive price and On-time Website - app Delivery vehicles Marketing Marketing/social media First time consumers On-time delivery system Develop partnership with new restaurants Logistic Partnership with Restaurants/Food suppliers. FIRST OPTION Hospitals: Full time nurses, PSW (Personal Support worker), Doctors. Previous Business Model Canvas SECOND OPTION IT company in Kanata area: Professionals income more than 30-40 k Current Business Model Canvas Product cost: Price food, Price to packing. Fixed cost Logistics, Car, Office, Website maintenance, Employees and Services Marketing material Get first time consumers Product price Advertisement on/with products Vehicles Lunchbox Cross side network Same side network Quality food and tasty. Provide food according client specifications Save time (cooking or going to food place) Delivery On-time Website - app Delivery vehicles Marketing Marketing/social media First time consumers On-time delivery system Develop partnership with new restaurants Logistic Partnership with Restaurants/Food suppliers. *Le buffet des continents TBC The next week...
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...OpenTable [Marketing Consultancy Report] OpenTable [Marketing Consultancy Report] Table of Contents Introduction …………………………………………………………………………..1 Summary……………………………………………………………………………….2 History…………………………………………………………………………………..4 Market & Competition……………………………………………………………….5 SWOT Analysis………………………………………………………………………..6 Porter’s Five Forces…………………………………………………………………..7 The Ansoff Matrix……………………………………………………………………..8 Product & Service……………………………………………………………………10 Promotional Strategy……………………………………………………………….12 Price Strategy…………………………………………………………………………14 Place & Distribution……………………..…………………………………………15 Recommendation……………………………………………………………………16 Implementation……………………………………………………………………...16 Conclusion……………………………………………………………………………19 Bibliography………………………………………………………………………….20 Introduction OpenTable is an American public company, slated to be a wholly owned subsidiary of Priceline.com, that offers online real-time restaurant-reservation service. The firm provides online reservations at about 31,000 upscale restaurants around the world seating some 15 million diners a month. The service allows users to search for restaurants and reservations based on parameters including times, dates, cuisine and price range. Users who have registered their email address with the system will then receive a confirmation email. Users can also receive OpenTable rewards points after dining (100 or 1,000); these points can be redeemed for discounts at member restaurants. The company...
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...The Service Industries Journal Vol. 29, No. 12, December 2009, 1779–1796 Service failures and recovery strategies of chain restaurants in Taiwan Chen-Tsang (Simon) Tsaia and Ching-Shu Subà a Division of Hospitality Management and Education, Department of Human Development and Family Studies, National Taiwan Normal University, Taipei, Taiwan, Republic of China; b Department of Food & Beverage Management, Jinwen University of Science and Technology, Taipei, Taiwan, Republic of China (Received 27 July 2007; final version received 26 September 2007) This study utilised the critical incident technique to study service failure and recovery strategies in chain restaurants. A total of 431 incidents were collected and classified. The analytical results identified the most common categories as being service failure and recovery strategy. It also demonstrates that consumers were unable to recognise high-quality service and high-consistency products in chain restaurants. Additionally, appropriate recovery strategies were proposed to assist restaurateurs in reducing service failure. A number of conclusions and recommendations regarding practice and future research are made. Keywords: service failure; service recovery; recovery strategy; chain restaurant; critical incident technique Introduction Modern customers are very demanding and have easy access to diverse information channels. Customer demands for value create a strong focus on a combination of quality, fair...
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...Global Journal of Management and Business Research Volume 12 Issue 21 Version 1.0 Year 2012 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853 A Study on Customer Preference and Satisfaction towards Restaurant in Dehradun City By Neha Joshi Abstract - India is in the midst of the restaurant revolution. The revenues hotel and restaurant industry in yr.2006-2007 increase of nearly 22 %...The eating habits of people are changing; the style of cooking and the ingredients used increased the popularity of Indian food all throughout....... Indian food had experienced a tremendous change, people started following cooking style and adopted eating habit according to their religion. At present Indian food is recognized all over the country...service quality is an attitude or global judgment about the superiority of a service, industries must achieve a quality service the exceed customer, expectation .service quality determine an organization success or failure, the satisfaction is a function of consumer, experience and reaction to provide behavior during the service encounter. The level of satisfaction may be influence by various attitudes from internal, external factor. The demand for food away from home is dramatically increasing. According to the 2003/04 Indian Household Economic Survey, the average weekly household expenditure on meals away from home increased from...
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...Mexican Food is the largest and most successful authentic Mexican Food franchise chain of restaurants on the West Coast. Found in 1975, and today has more than 90 national locations spanning through California and Utah. There is currently no authentic Mexican Food restaurants in my hometown of New Jersey with a business model like Alberto’s Mexican Food offers. For residents of New Jersey their only two options for Mexican Food is Taco Bell or small, sit-down type of family owned businesses which are few and in-between. Being from New Jersey and living in California for over 20 years it was obvious to me how authentic Mexican Food representation was lacking in my home state of New Jersey and it was my goal to change that by creating the first Albert’s Mexican Food restaurant in New Jersey. Source of finance will be raised through family members who are also interested in this business and want to see it succeed. Initial startup costs are expected to be between $319k and $534k (entrepreneur.com, 2014). The business will be located in Union City, New Jersey which boasts the largest Hispanic community in the state at 84.7% (nj.com, 2014). This Alberto’s Mexican Food will have 12 employees to run the business. Two managers, four cooks, four cashiers, and two dedicated drive-through delivery cashiers. More or less employees will be evaluated periodically based on the needs of the restaurant. Our target market/customers will be anyone who truly enjoys authentic Mexican Food...
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...through the following marketing strategies: Provide discount or coupons with the purchase ofmovie tickets; provide discount on Monday and Tuesday; offer delivery service to people who work around the area; offer roof top event during summer time and participate the Summerlicious; take advantage of free internet advertising such as Facebook or blog; use Toronto life magazine as a promotion tool; and do not charge corkage fee. Also Solomon should participate food competitions and charity events to gain reputation. The most important goal for Solomon is to attract new customers and increase the customer base, so she would do a lot of promotion on this but not on increasing price. Market challenging: Alida Solomon, the owner of a traditional Italian Tuscan restaurant TUTTI MATTI is facing a challenge from the outbreak of SARS in 2003. Since Toronto is one of the most affected cities by the virus, the World Health Organization has issued a warning against all but essential travel to Toronto in April. It reduced the city’s tourism industry and the city lost almost $39 million revenue in April. Also as a new restaurant, TUITTI MATTI lacks a consistent media acclaim and repeat customer base. Solomon needs a marketing plan for attracting more customers by advertising more when the effects of SARS fade out. Internal Analysis: Finance: With a startup cost of $380,000, Solomon got $210,000 on sales during the first six months, which is pretty good for a new restaurant. With 90% of the...
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...4362 NOVEMBER 4, 2011 W. EARL SASSER, JR. RACHEL SHELTON WrapItUp: Developing a New Compensation Plan Introduction Martha Reyes needed some fresh air. The 46-year old human resources executive locked her computer display, left her third-floor office, and took the stairs down to the lobby. She crossed the street to a park where she observed workers from the area’s offices as they enjoyed their lunches on a sunny afternoon near San Francisco. She smiled as she saw several people carrying bags bearing the logo of WrapItUp, her employer. When Reyes was recruited to lead HR at the restaurant chain in early 2010, she found that WrapItUp employee turnover was relatively high, customer satisfaction was suffering, and revenue growth was flat. It was her immediate mission to get to the bottom of the HR issue—turnover—but she thought that all of the chain’s challenges probably were related and that solving the turnover issue might take steps toward solving the others. With the help of an external consulting firm, Reyes developed the ShareIt program, a profit-sharing plan intended to make store manager compensation more competitive and to motivate managers to maximize individual store profits. In late July 2011, the ShareIt program had just finished a six-month pilot in two carefully selected outlets. Reyes had received the final report from the consulting firm and needed to decide what to recommend to WrapItUp’s two founders, who still served as co-CEOs. WrapItUp could roll out...
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