Harlequin And Brine Case Study Essay
Theme and Location
Harlequin & Brine will be a causal restaurant with fine-dining quality food, craft beer, and live music. The menu will ‘butcher inspired’, showcasing sausage and charcuterie made in-house, along with entrées made using ‘butcher’s cuts’; quality cuts of meat that are less known yet still enjoyable. A large section of our craft beer selection will come from local breweries, and the other portion will be made up of crowd favorites.
Harlequin & Brine will be located in Old Towne Fairfax, the downtown district of Fairfax, VA. This area is the ideal location for multiple reasons. Foremost, it is only a few miles away from George Mason University, one of the largest public universities in Virginia (Fairfax County Area Profile, …show more content…
A recent study determined that there are four very different psychographic categories of craft beer drinkers: Novice, Enthusiast, Explorers, and Loyalists (Lane, 2013). Enthusiasts strive to educate themselves about everything craft beer, Explorer are interested in trying as many styles and flavors as possible, Loyalist prefer a certain style or brand, and Novices are just beginning to get into craft beer (Lane, 2013). The Enthusiasts and the Explorers are highly marketed, while the Loyalist and the Novice tend to be minimalized. For this reason, Harlequin and Brine will target Loyalist and Novice craft beer …show more content…
It’s key placement strategy will revolve around proximity to university students, blue collar workers, and middle class average-joes. We intend for our primary method of promoting to be promoting the bands and not the actual restaurant itself. The modern consumer has been advertised to and marketed to so consistently that they tend to be leery of most conventional marketing efforts (Elliot, 2006). However, promoting the band would help to encourage a higher turnout, better future bands, and more
Harlequin & Brine will be a causal restaurant with fine-dining quality food, craft beer, and live music. The menu will ‘butcher inspired’, showcasing sausage and charcuterie made in-house, along with entrées made using ‘butcher’s cuts’; quality cuts of meat that are less known yet still enjoyable. A large section of our craft beer selection will come from local breweries, and the other portion will be made up of crowd favorites.
Harlequin & Brine will be located in Old Towne Fairfax, the downtown district of Fairfax, VA. This area is the ideal location for multiple reasons. Foremost, it is only a few miles away from George Mason University, one of the largest public universities in Virginia (Fairfax County Area Profile, …show more content…
A recent study determined that there are four very different psychographic categories of craft beer drinkers: Novice, Enthusiast, Explorers, and Loyalists (Lane, 2013). Enthusiasts strive to educate themselves about everything craft beer, Explorer are interested in trying as many styles and flavors as possible, Loyalist prefer a certain style or brand, and Novices are just beginning to get into craft beer (Lane, 2013). The Enthusiasts and the Explorers are highly marketed, while the Loyalist and the Novice tend to be minimalized. For this reason, Harlequin and Brine will target Loyalist and Novice craft beer …show more content…
It’s key placement strategy will revolve around proximity to university students, blue collar workers, and middle class average-joes. We intend for our primary method of promoting to be promoting the bands and not the actual restaurant itself. The modern consumer has been advertised to and marketed to so consistently that they tend to be leery of most conventional marketing efforts (Elliot, 2006). However, promoting the band would help to encourage a higher turnout, better future bands, and more