Restaurant Marketing Plan

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  • Topic: Café, Public house, Bar
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  • Published : April 15, 2012
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Marketing Plan For
FANatics Sports Bar & Grille

Proposed by:
Christina Moultrie
Wilmington, NC

Submitted to:

December 09, 2011

Table of Contents

I. Executive Summary…………………………………………………Pg: 3 II. Company Description…………………………………………….....Pg: 4 III. Strategic Focus and Plan…………………….....................................Pg: 4 & 5 IV. Situation Analysis…………………………………………………...Pg: 5 & 6 V. Market-Product Focus………...…………………………………….Pg: 6 & 7 VI. Marketing Program……..…………………………………………...Pg: 7 & 8 VII. Financial Data and Projections…….………………………………..Pg: 8 & 9 VIII. Organization Structure………………………………………………Pg: 9 - 11 IX. Implementation……………………………………………………...Pg: 12 X. Evaluation and Control……………………………………………...Pg: 13-15 XI. Bibliography…………..…………………………………………….Pg: 16-19

Executive Summary
FANatics Sports Bar & Grill is a new restaurant and lounge featuring a variety of boldly flavored, made-to-order menu items. Our restaurants create an inviting neighborhood atmosphere that includes an extensive multi-media system- which includes free Wi-Fi, a full bar and an open layout, which appeals to sports fans and families alike. Our services include elements of both the quick and casual dining restaurant concepts featuring a flexible service model that allows our guests to choose among convenient dining options such as quick counter service, casual dining table service or take-out. Our extensive selection of food and warm atmosphere- combined with our guests’ ability to customize their dining experience- encourages guest visits and customer loyalty.

Company Description
FANatics Sports Bar and Grill will strive to be the premier sports themed restaurant in the greater Wilmington area. While this is not the first sports bar in the area, we plan to provide the customers with an experience not available at any of our competitors’ establishments. The sports bar will provide more televisions with more sporting events than anywhere else in the area. We will provide optional tabletop speakers that can be tuned to broadcast the audio from any events being shown in the sports bar. The sports bar will combine menu selection, atmosphere, lighting, and service to create a sense of excitement in order to reach our goal of over-all value in a dining and entertainment experience.

FANatics Sports Bar and Grill will be a sole proprietorship in which I will be the sole and principal owner. In order to start the company I will have to get a loan of $27,000. This loan will provide start up capital, down payment on lease of facilities and supplies, pay for permits and licensing, employee training, and anything else that should arise. The expected open date for the establishment will be December 31, 2011. This will give us the opportunity to serve customers for New Year’s and the Super Bowl.

Mission Statement

“FANatics Sports Bar and Grill strives to be the premier sports and entertainment-related restaurant in the Wilmington, NC are and continues establishing the “FANatics” brand as a sign of the finest meal and cheerful atmosphere around. We believe “GOOD FOOD + GOOD SERVICE= GOOD TIMES!”” We want to establish our brand through precise marketing and operational execution that ensures brand recognition and the quality and consistency of our concept. These efforts include marketing programs, award-winning advertising to support our restaurant. Our concept is further strengthened by our emphasis on operational excellence supported by stringent operating guidelines and comprehensive employee training. Our business goal is to continue to grow and develop the FANatics Sports Bar & Grill. To do so, we plan to offer an extensive menu with options for any taste. We will create and maintain an inviting, safe, neighborhood atmosphere. Our primary focus will be customer...
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