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  1. 1. Tuesday, October 26, 2010
  2. 2. Outline ‣ Richie’s Current Overview ‣ Target ‣ Competition ‣ Personas ‣ Opportunities, Strategy and Positioning ‣ Program Tactics ‣ Communication Objectives and Success Metrics Tuesday, October 26, 2010
  3. 3. Richie’s History ‣ Started by his father in 1960’s ‣ Moved to a truck larger truck in 1975 ‣ Used to be open almost 24/7 ‣ In 1996 Richie Jr. took over and moved to “the wall” or “restaurant row” ‣ Website was started a few years ago by Richie Jr. Tuesday, October 26, 2010
  4. 4. Where Does Richie’s Stand? ‣ Facebook ‣ Online Ordering ‣ Simple Website Tuesday, October 26, 2010 Facebook- Richie has a Facebook for himself, and sometimes promotes the restaurant. However we have heard from numerous students that he is “creepy” on Facebook and stalks people. Still he could definitely use Facebook to his advantage. Online ordering- Not too many people we asked in our surveys knew about online ordering. However, with better promotion people may enjoy this feature a lot more since a problem we discovered was that many people were intimidated by the long lines at Richie’s. When you click to order it opens a new window. Website- besides the menu and online ordering Richie’s website is not very interactive. There is a photo gallery, menu, online ordering, and merchandise sales. The website is very scattered and could be easier to navigate through.
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  6. 6. • WEBSITE PICTURE Tuesday, October 26, 2010
  7. 7. Who Goes to Richie’s Students Professors Workers Tuesday, October 26, 2010 Who is our target audience? Students- who are in between classes and are trying to grab food between classes. Also Richie’s is a good place for students to meet up. Professors- in between classes. They may have a break and want to get our of their offices. They also may like Richie’s because there is not just “student food” there. They can still feel welcome and not out of place. Great place to meet up on campus for all people, and also caters to people who are working in the tech center all day. Workers- There is a lot of construction and local or campus workers who can easily grab quality cheap food during their lunch breaks for a reasonable price. There are also facility and office workers at temple who can get food on lunch time.
  8. 8. Online Behaviors Tuesday, October 26, 2010 Students- constantly on the internet whether it would be checking Facebook or doing homework at the tech center, and checking emails. 86% of our student users use the internet more than 2 hours a day. Professors- not online as much as students, but still are generally online at least some point during the day checking emails, and updating blackboards. More and more adult and young professionals are starting to be online in different aspects such as checking the news and making Facebooks. Workers- Mostly not online because they are working out in the field. They do however check emails, social networks etc. Also they may be more apt to having smartphones to check their social networks and emails on since they are out and about all day.
  9. 9. Meet our Competitors Jimmy Johns The Draught Horse The Noshery Tuesday, October 26, 2010
  10. 10. Jimmy Johns Purpose: Bring the same appeal and quality of Jimmy Johns locations to consumers using the site, while keeping consumers connected through social media. Tuesday, October 26, 2010
  11. 11. Navigation: ‣ Clear and Straightforward ‣ Quick link to menu and Online ordering. ‣ Main/Secondary Navigation ‣ Easy Online Ordering Usability: ‣ Simple to find and use online ordering ‣ Easy to find everything you need ‣ Neat, well designed layout Tuesday, October 26, 2010 Jimmy johns has clear steps on how to order online, before the user begins. This allows the user to understand the process instead of being confused.
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  14. 14. ‣ Everything you need is on the main page ‣ They keep true to their brand with colors and phrases ‣ It looks like Jimmy John’s interior ‣ Can be overwhelming and flashy ‣ Very in your face ‣ Online ordering turns/twists and lights up. Older demographic may not like this ‣ Distracting so you may stop using the site Brand Good/Bad *Good/Bad Tuesday, October 26, 2010
  15. 15. Creative Analysis: ‣ Their design decisions fit with the Jimmy Johns theme ‣ Food looks very appetizing ‣ Easy to navigate ‣ Witty sayings much like the restaurant Interactive Elements: ‣ Facebook, Twitter, Blog, Youtube icons ‣ Online ordering available from every network ‣ All networks are intertwined with each other ‣ Contests, blogs, & photo galleries Tuesday, October 26, 2010 Facebook- they have a facebook app, and page. So you can order food directly from your facebook. You can upload a picture to their facebook “halloween pictures”. They also have contests for free jimmy johns stuff. Twitter- they tweet deals, and jokes such as “have you ever had a sandwhich delivered to your sweetie the same as flowers” Blog- “Freaky Fast Blog” they have some of their videos, photos, topics such as “why is jimmy johns so addictive”. All the social media sites link to the blog. Youtube- JJ has their own youtube channel that features all of their commercials that people have made.
  16. 16. Pros: ‣ Jimmy Johns Feel ‣ Everything linked ‣ Awesome User Experience ‣ Entertaining ‣ Easy and Secure Cons: ‣ Can be very overwhelming with all the flash and sounds ‣ Online ordering can be confusing because the navigation changes ‣ Links to other social networks don’t appear on the bottom Tuesday, October 26, 2010
  17. 17. Draught Horse Purpose: Inform consumers of events, menu, and specials, through the site itself and Facebook. Tuesday, October 26, 2010
  18. 18. Navigation: ‣ Done poorly, with lots of room for improvement ‣ Special Events aren’t up to date ‣ Website is very basic and bare Usability: ‣ Not up to date ‣ Poor information on specials ‣ Easily links to Facebook page ‣ Scanned, Grainy version of menus ‣You have to click on sub-menu to navigate Tuesday, October 26, 2010
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  21. 21. Brand Good/Bad ‣ Simple to find way around ‣ Tells what they offer ‣ Not up to date ‣ Poorly designed ‣ Doesn’t reflect essence of the lively sports bar image ‣ Not consistent Tuesday, October 26, 2010
  22. 22. Creative Analysis: ‣ Imaging not good ‣ Poor use of space, a lot of scrolling ‣ Not colorful/consistent with brand image ‣ Flyers/Menu load very slowly Interactive Analysis: ‣ Home page links to Twitter, Facebook, and Four Square. ‣ Their Facebook is really good, better than their website. Tuesday, October 26, 2010
  23. 23. Pros: ‣ Connect to their audience via social networks. ‣ They know people can end up there last minute, and the Facebook does a good job persuading people to do so ‣ Easy navigation Cons: ‣ Lack of creativity ‣ Not consistent with brand image ‣ Information is not up to date Tuesday, October 26, 2010 Pros: They know that connecting with students who are on Facebook and more likely to check their specials and updates by seeing a newsfeed than going to the website.
  24. 24. Noshery Purpose: Provide interested users with menus online ordering and more information about what they offer. Tuesday, October 26, 2010
  25. 25. Navigation: ‣ About us, Menu, Contact info Online ordering through Grub Hub ‣ Easy to navigate ‣ Pages Consistent Usability: ‣ Three tabs, very simple ‣ It is too simple and too plain ‣ People may be confused about the restaurant itself Tuesday, October 26, 2010 Usability: People may be confused that the restaurant is a classy restaurant from the site as compared to the cheap deli that it is.
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  28. 28. Brand Good/Bad ‣ Very clear that there s online ordering/fax ordering ‣ Easy contact information ‣ Shows you exactly where it is, because there is a map ‣ You are so confused what you are on. No pictures, and doesn’t fit with theme of the restaurant ‣ Pointless Tuesday, October 26, 2010
  29. 29. Creative Analysis: ‣ Can’t tell the brand ‣ Purpose of site isn’t reflected on their site ‣ No social media ‣ It is very poorly represented Interactive Analysis: ‣ Fax/Online Ordering ‣ No social media ‣ Map detailing where the restaurant is Tuesday, October 26, 2010
  30. 30. ‣ Online ordering ‣ website is very poorly constructed ‣ Faxing is not fit for students Brand Good/Bad Tuesday, October 26, 2010
  31. 31. Personas ‣ Developed from Internet Surveys, Observation, and short surveys on campus. ‣ Made up of the most common shared traits of consumers Tuesday, October 26, 2010
  32. 32. Cindy Jaypeg is a 20 year old student at Temple University. She tries very hard to combine the perfect ratio of schoolwork and being a social butterfly. She is a devoted member of club tech-spending every waking minute at the Tech Center. Her status updates on Facebook often talk about procrastination and an overwhelming amount of schoolwork. She often frequents restaurant row while she is at the Tech Center doing work. Cindy is very tech savvy and loves her iPhone. Tuesday, October 26, 2010
  33. 33. Maxwell Howse is a 45 year old English professor at Temple University. He lives in Landsdale, PA and takes the train into the city for his classes on Monday, Wednesday and Friday. He wakes up early to get ready and get to campus for his 9:00AM classes. His first cup of coffee wears off in the morning, so when he gets to campus his first stop is to Richie’s for Coffee and breakfast. Throughout the day he continues to frequent Richie’s on break and between classes 2-3 times a day for coffee and lunch. He is on the computer to update Blackboard, check his email, and read the news. On the train he reads the news and emails on his Blackberry. Tuesday, October 26, 2010
  34. 34. Rich Kraver is a 21 year old student at Temple University. He has been going to Richie’s since sophomore year when he lost his meal plan. He goes everyday for at least one meal, and he has Richie’s in his phone. He lives off campus in Fishtown and rides his bike to campus in the morning. He posts pictures of himself on Richie’s Facebook page from his Droid and is always listening to music via Pandora while on his bike. He Tweets about everything and everywhere that he is, and he also uses location apps such as Four Square and Yelp! Tuesday, October 26, 2010
  35. 35. Jack Hammer is a 48 year old facilities worker at Temple Unviersity. Jack is divorced with two kids, and has full custody of them. He specializes in HVAC and works all over campus repairing and checking on the systems. He lives local to campus and takes the bus or subway in to work. While at work he frequents food places all around campus, but especially likes the lunch trucks on Montgomery. He does not have a good knowledge of the interenet and computers, but his kids are helping him to learn. He sees no need for fancy gadgets, which is why he uses his four year old Motorola Razr as a phone. Tuesday, October 26, 2010
  36. 36. Opportunities: ‣ Large Campus ‣ Young Tech Savvy Students ‣ Online/App Ordering ‣ Hole In Temple’s Market Strategy: ‣ Target Temple’s Campus ‣ Advertise Online Ordering ‣ Offer incentives/benefits ‣ Draw people to the website with activities/ promotions ‣ Phone/Online ordering differentiates Richie’s from other places ‣Take advantage of free networking such as Facebook/Twitter Positioning: ‣ Friendly, Easy, Fast ‣ Be a “Regular” ‣ Richie cares about customers Tuesday, October 26, 2010 Opportunities: online ordering via phone is missing around Temple. This could not only bring Richie more business but it will cut down line size, and give people food when they need it. It will save Richie time and save people time as well. Positioning: Position Richie’s as a friendly, easy, and fast place to get food. Become a regular Richie’s customer. You walk up, and he already knows what you want to get. Richie cares about customers- because of this he offers incentives for buying food.
  37. 37. Program Tactics ‣ Daily Specials ‣ Online Ordering ‣ Phone Apps ‣ Scavenger Hunt ‣ Log-In ‣ Design Contests ‣ Photo Contest ‣ Richie Points ‣ Blog ‣ Burger Eating Contest Tuesday, October 26, 2010 • Daily  Specials o Specials  will  be  emailed  daily  to  website  members  and  also  receive  text  messages  with  daily  specials  that  can  be  redeemed  for  that  day. ♣! This  will  allow  members  to  receive  deals  and  increase  memberships  for  the  bene;its • Online  Ordering o The  new  online  ordering  will  be  done  directly  from  the  Richie’s  website  instead  of  opening  into  a  new  window  to  sign  in  to.  It  will  have  the  same  appearance  as  the  rest  of  the   Richie’s  website  instead  of  looking  completely  different ♣! This  will  allow  the  process  of  online  ordering  to  be  much  easier  for  the  consumers. • Phone  App o For  iPhone  and  Droid  phones.  The  app  will  have  menus,  be  able  to  connect  to  the  website  via  log  in  and  also  ordering  straight  from  the  phone. ♣! This  makes  ordering  ahead  even  easier.  Students  can  order  while  they  are  in  class  and  go  pick  it  up  so  they  don’t  have  to  waste  time  standing  around  in  line. • Scavenger  Hunt o There  will  be  a  photo  scavenger  hunt  posted  on  Richie’s  website  and  to  view  the  list  you  must  log  in.  The  pictures  must  all  be  posted  under  your  teams  name  in  order  to  win. ♣! This  will  increase  members  and  also  increase  involvement  among  Richie’s  and  its  fans.   • Log  In o The  rest  of  the  ideas  all  revolve  around  a  site  login.  This  will  bind  the  whole  Richie’s  community  together  under  one  large  blog  where  everything  is  connected. ♣! This  will  make  the  members  more  connected  with  one  another  and  hopefully  increase  site  usage • T-­‐Shirt  Contest o For  students  looking  for  a  resume  booster,  Richie’s  will  host  a  design  contest  for  their  new  t-­‐shirts.  The  designs  will  all  be  posted  on  the  blog  to  be  voted  on  by  the  Richie’s   community • Photo  Contest o Posted  in  a  blog  forum,  people  can  submit  their  entry  for  the  photo  contest,  and  people  can  vote  on  their  friends  pictures  or  pictures  the  like  the  most. • Richie  Points o Everytime  you  eat  at  Richie’s  your  account  will  earn  “Richie  Points”  which  can  be  saved  up  and  used  for  merchandise  and  food • Blog o Incorporate  a  blog  which  everyone  can  read  and  write  blogs.  They  can  talk  about  food,  favorite  sandwiches,  general  topics,  post  pictures  and  rate  contest  entries • Burger  Eating  Contest o A  burger  contest  on  campus  used  to  promote  the  opening  of  the  new  website  and  all  the  new  features.  Pictures  from  the  event  will  be  posted  on  the  blog.
  38. 38. Communication Objective: Create an online community for people to connect to Richie’s, not just to order, but to receive discounts, coupons, and to blog about the restaurant. Success Metric: Use log in information and see how often the users return to the site. The coupons used will also be a way to tell who is using the site for its purposes. Communication Objective: Create a Four Square community where people at Richie’s can check in. Success Metric: Since it will be on Facebook you can check how many people are checking in and it will allow their friends to go and check in also. Communication Objective: Control what is being said over social media better because of Richie’s past reputation. The posts will focus more on promoting the restaurant instead of trivial posts unrelated to Richie’s. Success Metric: More friends/activity on Richie’s Twitter and Facebook Tuesday, October 26, 2010
  39. 39. Organization of the site Home Page: ‣Online Ordering ‣Events ‣Richie Points ‣Blog ‣Keep in Touch ‣Daily Specials Online Ordering: ‣ Log In ‣ Menu ‣ My Favorites Events: ‣ Scavenger Hunt ‣ Design Contests ‣ Photo Contest ‣ Burger Eating Contest Richie’s Points ‣ Log In ‣ My Account ‣ Perks ‣ Rewards List Blog: ‣Blog on the site ‣Topics Keep In Touch: ‣ Phone Apps ‣ Four Square ‣ Yelp! ‣ Facebook ‣ Twitter Daily Special: ‣The Special Tuesday, October 26, 2010
  40. 40. THANK YOU! Any Questions? Tuesday, October 26, 2010