Moodboard & Perceptual Map

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  • Topic: Restaurant, Kitchen
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  • Published : February 2, 2013
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Re-Positioning & Mood Board
Re-Positioning & Mood Board

Earls Kitchen & Bar

Earls Kitchen & Bar

Earls Kitchen & Bar
Established in 1982, Earls was founded by Leroy Earl Fuller and son Stanley Earl Fuller (Earls, 2012). Leroy set out to create a warm and welcoming place that embraced West Coast Casual and offered delicious food and a unique dining experience. Today there are over fifty locations across Canada and the US. Current Position

Current Segmentation & Target Market
Gabri's Lounge & Restaurant will focus on attracting a wide and diverse clientele ages 25-60 with an annual income of at least $30,000. Currently Earls is positioned as an upscale-casual dining restaurant for locals and tourists. It offers an exciting fun atmosphere which is complimented by lively bar action and good looking waitresses. They currently compete against Cactus Club and Joey’s. Earls is Kitchen & Bar caters to wide variety of people, however have defined groups as targeted segments. The Business Man: They work hard all day and often stay overnight in a strange city. He needs a competent establishment that helps impress his clients and prospects. Afterward, they want to relax and use the money they are making. They are the people that spend the most on drinks, food and tips. High-end Singles: We will attract them with our decor and layout. Our international menu, striking artwork, wine tasting evenings and events, excellent service and engaging clientele will confirm the feeling of being in "the coolest place" in Monmouth County. Positioning Statement

Perceptual Map

New Segmentation & Target Market
Gabri's Lounge & Restaurant will focus on attracting a wide and diverse clientele ages 25-60 with an annual income of at least $30,000. Happy Couples: The restaurant will have an intimate, romantic, sophisticated atmosphere that encourages people to bring dates and to have couples arrive. Gabri's wants to be a search place where people meet each other and develop a network. These young couples are generally very successful but balanced and won't be spending as much on drinks. The Family: The perfect place for a family dinner. Families will come for the accommodative menu and friendly service. The excellent value in their meals will keep Gabri's in favor with the parents.  Tourists: Long Branch is a city that attracts many vacationers during the summer months of May through September. Gabri's will be a destination with its attractive atmosphere, international menu, and outdoor patio.

Families and children
Families love to eat out, and they typically account for about 56% of food service sales.1 Getting families to eat at your restaurant involves a tricky balance between providing children with what they want and making their parents happy at the same time. While at first pleasing the parents may seem more important, in fact kids’ opinions have a strong influence on their parents’ decision-making. According to a recent study, more than 75% of parents consider their children’s preference as an important factor when selecting a restaurant.2 That puts a lot of market influence in the hands of children, who helped decide how to spend more than $110 billion of their parents’ money at restaurants in 2001.3 * Train servers to be polite and patient with children.

* Make sure changing stations, high chairs, sippy cups and bibs are readily available. * Provide children with toys, crayons and paper at the table, but only after asking permission from the parents. * Give families an oversized table to allow them enough room to spread out. For example, if a family of four comes in, seat them at the table for six. Creating a kid-friendly environment involves making both the kids and the parents happy. Servers and hosts should do everything in their power to help keep children entertained and ease some of the stress factors for the parents. If you want to run a...
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