Swiss Chalet Media Brief

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Product Identification and Marketing Objectives
Key Issues

The company is Swiss Chalet, a chain of Canadian family restaurants. Key issues facing Swiss Chalet and family restaurants:

I. Swiss Chalet has changed its slogan several times in the past decade; from 1980s- “Swiss Chalet, Okay!“ and five more times between then and 2008, in which they are current using the slogan “Always so good for so little.” In order for people to find a brand memorable, the slogan representing the company should remain simple and consistent. Not only that, but restaurants such as McDonalds, what was once deemed a fast food chain, are now becoming more and more “family restaurant” oriented. This poses a problem for chains such as Swiss Chalet, because although they offer a homier sit down feel, these fast food chains offer large quantities of food for half the price.

II.

III. Recent (past 5 years) Promotions by Swiss Chalet:
The festive special: A limited time only holiday dinner that includes cranberry sauce and Lindt Chocolate as well as a coupon for buy one get one free quarter chicken dinner. Dip’ N win Contest.
15 minute guarantee lunches.
Recently Swiss Chalet have been promoting Ribs, which have been marinated for 24 hours and a must have a long with the famous rotisserie chicken.
Geography

The agency can see that 71.8 percent of the population (in Ontario) consists of people who visit Swiss Chalet restaurants, which is also the region that has the most visitors of Family Restaurants in general. However, Ontario has the lowest Brand Opportunity out of all of the regions. the chart also shows, Quebec has the highest brand opportunity for Swiss Chalet, although their percent of family restaurant goers is relatively low. If the agency looks at Atlantic Canada, Ontario and Alberta in terms of Category and Brand Development index, it is clear to see that consumers are more likely to visit family restaurants in these regions and are more...
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