Restaurant Business Plan

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Carsten B. Koppelmann
Entrepreneurship
Prof. Millan

Restaurant Marketing Plan
Carsten`s Classic Diner

Plan Outline
* 1.0 Marketing Vision
* 2.0 Ideal Customer
* 3.0 Remarkable Difference
* 4.0 Core Strategy
* 5.0 Product/Service Innovation
* 6.0 Marketing Materials
* 7.0 Web Plan
* 8.0 Lead Generation Plan
* 9.0 Lead Conversion Plan
* 10.0 Service Experience
* 11.0 Marketing Calendar
* 12.0 Critical Numbers
* 13.0 Marketing Training Game

Marketing Vision
Carsten`s Classic Diner is a place for family togetherness organized around a common love of the traditional American diner and the simpler times of the '50s and '60s. Carsten`s Classic Diner transcends a typical theme restaurant by putting real heart into customer service and the quality of its food, so that its unique presentation and references to times past are just part of the picture. Goals

CEO's Goals:
* Reduce shift management time to 25% of time, devoting the remainder to marketing direction and strategy * Devote at least two hours per day to marketing activities Marketing Goals:
* Achieve revenue of $1.8 million per year in year three
* Open a second restaurant in 2015
Strategic Goals:
* Become the top family restaurant in Whoville by end of year three Tactical Goals:
* Implement Carsten`s Classic customer loyalty program
* Implement customer feedback system
* Implement staff incentive system of monthly bonuses
* Create Facebook page to extend website
* Hold 24 theme nights over the next year
Purpose
Carsten`s Classic Diner seeks to create a comfortable, fun environment that brings the older generation back to the simplicity of the '50s and '60s, while letting them share it with their children and grandchildren. The marketing exists to create and strengthen bonds across generations, with the tradition of American diner fare and culture as a touchstone. Picture

A new customer is often referred Carsten`s Classic Diner by an existing customer and visits the website to check it out. There he finds images of the type of restaurant he thinks his family would enjoy. He visits with his wife, and they are excited by the ambiance, attention to the details of the era and the quality of the food. This inspires them to invite their children and grandchildren to the restaurant the next time they are in town. Throughout these visits, the customers will be treated carefully and respectfully by servers and staff, who always have smiles on their faces and stop at nothing to make sure the customers are happy. This includes the cleanliness of the restaurant, the authenticity of their uniforms, and their behavior with customers. Gap Dashboard

As many of the key personal, marketing, strategic, and tactical goals as possible will be tracked through the use of the Gap Dashboard. Those that are not represented here (such as some tactical goals) will be tracked based on the schedule for development in the Milestones table. On a quarterly basis, the key marketing metrics will be entered into the Gap Dashboard to judge actual results against these goals. Personal goals relate to limiting the CEO's time spent as shift manager and increasing the time spent on marketing activities. The primary marketing goals are to maximize revenue of the Carsten`s Classic Diner and reserve cash for the opening of an additional restaurant under the same brand in 2013. The strategic goal of becoming Whoville's number one family restaurant will be measured by press mentions as a key indicator, but will be based on the rankings in the Whoville Post's annual restaurant review. The restaurant is currently at number five. Tactical goals that can be measured quantitatively are represented here. Gap Dashboard|

| Year 1| Year 2| Year 3|
Personal| | | |
Shift management time| 852| 500| 500|
Hours of marketing work| 470| 500| 500|
| | | |
Business| | | |
Revenue|...
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