2. 2
SITUATIONAL ANALYSIS “Appetizers”
COMPANY HISTORY...............................................................................................................................................4
WHAT SOUTH BAR BRINGS TO THE TABLE..............................................................................................................5
SWOT.....................................................................................................................................................................6
Marketing & CommunicationS “Entre”
TARGET..................................................................................................................................................................8
CREATIVE BRIEF..............................................................................................................................................9-10
Creative executions “Dessert”
CONTENT........................................................................................................................................................12-18
FUTURE RECOMMENDATIONS..............................................................................................................................19
CONTENT
4. 4
4247 East Washington Street Athens, GA 30601
L
ocated in the heart of Athens,
Georgia, South Kitchen + Bar is a
new, contemporary restaurant of-
fering a unique dining experience root-
ed in history and inspired by the classic
southern menu. Chef Chris Benson’s
traditional culinary training and passion
for Southern cooking inspired him to
create a food menu with a twist on tra-
dition. Our sophisticated yet affordable
drink menu reflects a kinship with sister
restaurants Trappeze Pub and Highwire
Lounge but maintains a unique South-
ern charm that we can call our own.
IN CASE YOU HAVENT HEARD
ABOUT US
WE LOVE PASSION,
CREATIVITY,
FRESH INGREDIENTS,
AND ABOVE ALL
THE SUCULENT SOUTH
4
5. 55
WHAT WE BRING TO THE TABLE
Creative food with a southern
accent. quatet arum laboria
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quate illis modia con cumque
exped quo tessum nimus, occa-
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pre cuptam con et latur, con core-
stemqui rero iunt etur re sanditas
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quatur, eaquunt asi iumquis aut
pra doluptas etur, sit laborporro
qui ulla dignis dolupicide sitetur?
Evero te volupta turest volorro et
eaquaec atemquate vel eri dolor
soluptusam ut faciam, ullabor
aliciet hiciis is volorer feriasp
edignam que nimintint ipid qui-
bustiis exerrum repudam ut eum
EVERYSOUTHERNBLESSINGSTARTED
WITH
FOOD “Creative food
with a southern
accent.”
5
6. 6
6 6
• Beautiful historical build-
ing
• Athens Banner-Herald
reader’s choice “best new
restaurant”
• Unique menu and bar
selection
• Already established social
media
• Decent marketing budget
• Willing to give discounts
(Date Night/hockey card)
• delicious mac and cheese
• Partnered with Trapeze
and Highwire
• Highly esteemed chef
STRENGTHS
WEAKNESSES
• Newness → opportunity
to develop a voice and
reach unaware custom-
ers
• Sundays at South → fam-
ily style dinnersw
• “Date Night” → $40 din-
ner for two → potential
to reach college students
and low-budget custom-
ers
• Co-op with the Geor-
gian
• Open to hosting private
events
OPPORTUNITIES
THREATS
• Location downtown
does not have much foot
traffic
• Advertising and social
media activity aren’t
unified
• Low brand awareness
• People still think it’s the
Capital Room
• Too pricey for market
majority
• In area (college students)
• Confusing cuisine -
lunch and dinner menu
are very different
SWOT
• Similar restaurants like
East West Bistro, NONA,
Porterhouse Grill
• Other private event ven-
ues like Graduate Hotel
and the Taylor Grady
House
• Noise and lobby-over-
flow complaints from
people living in the
Georgian
• Cheaper options
• Broad target audience -
need to find a niche
8. 8
8
TARGET AUDIENCE
Local Working Adults: 30-55 years old; looking for a
relaxing, delicious venue for lunch that is convenient, and new.
Locals love to feel like they are part of the community by giving
their business to local establishments.
8
Business Workers During Lunch Hours: Individ-
uals passionate about quality food who understand that the
most efficient mindset is one well nourished.
College Students: Greek and non-Greek individuals inter-
ested in date nights at South Bar. They want somewhere cozy,
accessible, white collar, and affordable to bring dates before
date nights.
Professionals: Business men and women, entrepreneurs,
artists - anyone looking for a unique venue to hold profession-
al events. Brides, birthday, graduation, prom, etc as well.
The Georgian Room is an incedible place to impress anyone in.
People of All Ages: All individuals looking for a unique,
close activity on Sunday. Sundays at South embraces the tra-
ditional family dinners that, meeting new people, and eating
9. 99CREATIVE BRIEF
Client Name:
South Kitchen + Bar
Key Fact:
South Bar is beautiful
Problem:
Lack of awareness and brand consistency
Objectives:
To unify and co-brand South Kitchen+Bar and The Georgian Room
Establish brand identity
To increase brand awareness among the target audience
Target Audience:
Business workers during lunch hours
Professionals
People of All Ages
Local Working Adults
Insights:
South Kitchen + Bar has a more talented and renowned chef who provides a unique menu of
foods that cannot be purchased at just any restaurant in Athens.
9
10. 10
CREATIVE BRIEF CONT...Promise:
South Kitchen + Bar’s culinary experience and ambiance provides a unique experience that will stand above
all others in the downtown athens area.
Support:
Rich historical atmosphere
Experienced Restaurant Ownership and Staff
Tone and Manner:
classic look, modern taste
Mandatories:
Georgian Room logo
Increase Awareness of new establishment
Gifts ideas for booking The Georgian Room
Media/Communication Vehicle(s):
Facebook
Twitter
Instagram
Flagpole ads
Flyers
Good word of mouth/face to face/ event promotions
10
12. 1212
We quickly learned that the
brand image between The Geor-
gian Room and restaurant were
unclear. The Georgian Room
needed its own logo.
IDENTITY CRISIS
13. 13
SOUTHGANG PUCK
With the new ice rink just a few
blocks away at the Classic Center,
South saw an opportunity for
new patrons. Digital ads placed
at UGA hockey teams success-
fully drew a weekly post game
crowd during the season. This
movement also needed a logo.
14. 14
14
F r e s h + C o n t e m p o r a r y + C r e a t i v e
Tonight is
Date Night
only $40/Couple
1 small plate
2 side salads
2 large plates (any item $18
and under)
1 bottle of house red or white
wine
**upgrade your date night to
the entree, wine or salad of your
choice and just pay the difference.
DATE NIGHT
In order to increase brand aware-
ness on UGA’s campus, we took
to the streets with a camera and
gift cards. With the objective of
promoting South’s date night
bargain, we asked real couples
what they loved about each other
and handed them a free dinner at
South.
15. 15
SOUTHKITCHEN BAR
2014 BEST NEW RESTAURANT
ATHENS BANNER-HERALD
HAPPY HOUR: 3 – 6 PM
1/2 OFF SPECIALTY COCKTAILS
$12 BOTTLES OF HOUSE RED/WHITE WINES
NOW SERVING BRUNCH
SUNDAYS 11 AM – 3 PM
+
SOUTHKITCHENBAR.COM 247 E. WASHINGTON ST.|
CREATIVE FOOD WITH A SOUTHERN ACCENT
BANNER ADS
DATE NIGHT Wednesdays
3-course meal and a bottle of wine
$40 / couple
SOUTHKITCHEN BAR
2014 BEST NEW RESTAURANT
ATHENS BANNER-HERALD
HAPPY HOUR: 3 – 6 PM
1/2 OFF SPECIALTY COCKTAILS
$12 BOTTLES OF HOUSE RED/WHITE WINES
CREATIVE FOOD WITH A SOUTHERN ACCENT
+
SOUTHKITCHENBAR.COM 247 E. WASHINGTON ST.|
