The purpose of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals detailed in the Andes Café and Art Lounge business plan a success. The Andes Café will be unlike other cafes in that it will set out to introduce customers to the different flavors and aromas of South American foods in a casual non threatening environment. Furthermore, in a competitive market like the restaurant industry Andes Café hopes to set itself apart by reaching out to those foodies with a curious and discerning palate without the high prices. .It will also introduce some of the arts and sounds that make the various countries in South America unique Marketing will play a vital role in the success of the Andes Cafe. The cafe must build a reputation around the food and art it will offer by heavily promoting itself through local television, radio, and print advertising. Marketing efforts will be in full swing by the time a potential customer enters the Andes Cafe for the first time. A strong emphasis will be put on keeping customers through our food and building an environment where customers feel as though they travelled to South America and had a great casual dining experience. We will also be focused on ensuring that we provide authentic foods and art from Argentina, Chile, Brazil, Ecuador and Colombia. Our target markets include:
Students from nearby universities (i.e. DePaul University) •
Business people from the downtown business centers and professional buildings. Situation Analysis
Andes Café and Art Lounge just opened its doors for business a little over a month ago. Business is good, and customers have been impressed with our service, food and arts, but we need to focus our efforts on implementing the strategies, programs, and tactics outlined in the original business plan. Differentiating ourselves from other more traditional cafes has given us the ability to effectively compete on the food side of the business. Sales are good and in-line with our initial projections. The Art services side of the business is rapidly being accepted by the local community. Students love to gather for late-night music sessions, nearby business people love to stop by for a quick bite and all around our customers have found new foods that are full of flavor and excitement.
The Andes Cafe is faced with the exciting opportunity of being one of the first South American cafes to appeal to mainstream customers. The popularity of eating out and trying new foods, combined with the growing interest an influx of food network shows has added to our success. The fusion of art and food is proving to be a winning concept Target Market Growth:
University students continue to grow at a steady pace, at nearly 4% •
Office workers in the downtown area and nearby professional buildings continue to add value, growing at 3% •
South Americans living or working in the area.10%
Andes Café customers can be divided into three groups. The first group is familiar with the food of South America and desires a progressive and inviting atmosphere where they can get out of their offices or homes to enjoy a great meal and learn about other cultures. This group is made up of DePaul University students and business people from nearby downtown offices and professional centers. The 3rd Group is made up of business people who work in the area and want to eat and experience a different variety of foods. Market Needs
The rapid popularity of diverse foods has been spreading worldwide More and more people are well travelled and long for a familiar taste of their past travels. The area we are in has lacked the availability of a diverse café and offers more than coffee. It offers culture through food and Art. In a city known for its style, food and Art it is only natural to cater to the existing crowd.
The Café hopes to become a place for gathering for lunch and...
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