Restaurant Marketing Plan

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Executive Summary
There is an abundance of choice in our world today, whether its options for taste, or its options for necessity, we are surrounded by decisions. What if there was a place that honored our choices, and facilitated choosing the best option. This vision is becoming a reality with the Fuel Stop Café; it isn’t just a café where you choose white or wheat, it’s a café where you choose which one serves you better. Fuel Stop Café is designed to meet the needs of its consumers, not only in their fitness endeavors, but also in their preference of taste. As we have seen the fitness world growing at an exponential rate, the food industry is eating its dust. It is time for a restaurant to rise to the occasion and power the lives of those that thrive for self-empowerment. Through times of a rocky economy the average consumer has put their boots on to overcome its obstacles, whether it’s been by cutting spending, or increasing saving, these commitments should be honored. Fuel Stop Café honors those who wish to live a healthy lifestyle without breaking the bank. Whether it be the mother of three on her trip to the soccer fields on a Saturday, or the crossfitter who needs to fuel his workout of the day, Fuel Stop Café has everyone covered. People should know what’s in their food; they should know what that food can do for them, and that is what sets our restaurant apart. Our locations are far from Las Vegas, so no gambling here, just real food, and real information, at affordable prices. Life is uncertain and often out of one’s control, but choice of food doesn’t have to be. At Fuel Stop Café we realize that no one person’s meal choice is the same; that is why our menu is designed for the consumer to pick and choose from a vast array of ingredients. Our staff is committed to providing exceptional service, not only in the quality of food we deliver, but also in their effectiveness at delivering true national information. We offer incentives for customers so as to honor their time spent as well as the feel in their pocket. Fuel Stop Café is teaming up with local gyms so as to decrease our customer’s costs, as well as empower them to maintain their active lifestyles. This restaurant will soon be a staple in the fitness industry, where one wouldn’t dream of fueling their life without making a stop at the Fuel Stop Café. Mimicking the ease of a stop n go style venue, customers can get in get out, and leave guilt free, knowing that they made a healthy, positive choice.

Historical Background
The food industry is a very large one with 980,000 locations and employing 13.1 million people in 2012. The industry includes restaurants, carryout options, cafeterias, school and college dining rooms, catering and vending companies, hotels and motels, and retirement centers. The food service industry is not only about serving food to customers, it can also provide for entertainment, group accommodation and other services. Overall the industry is focused on purchasing, preparing, and serving food, and many other ways they make sure the customer is happy. The food service industry has its roots as far down as ancient Rome with the invention of dining halls included in what we might think of as a hotel. With increasing number of roads and travel, it increased the number of roadside inns that served food. These were in London by the 1500s. The original restaurant is thought to have been pioneered in France in 1765. In Paris, a soup vendor decided to open his own shop that had a menu and people could choose which soup they wanted. It became larger when the French Revolution destroyed the aristocratic society. The kitchen staff was out of a job so they decided to open their own restaurants. This was very prosperous during the 18th and 19th century with more than 500 restaurants. Cafeteria-style restaurants exploded during the 1849 gold rush in San Francisco. This gave gold miners the option to pay for their meal before they...
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