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A pitch for the restaurant 99. …

A pitch for the restaurant 99.
Concentration: Strategy, Research, Idea

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  • 1. “want to make positive impact in the “emotional connections with our neighborhoods we serve.” guests and team members.” “community responsibility” “Power of Welcome” “Legendary Food” “Quality “Legendary Service” means freshness.”“For the hospitality, “Great Drinks. for the friendship.” Great Food. Great Rewards.” “Passion is People.” “Quality, Passion, Pride” “Passion for “We believe if you treat people just right Grilling” then success is assured to follow.” “employee responsibility” “Friendly service, food, fun and value.”
  • 2. “want to make positive impact in the “emotional connections with our neighborhoods we serve.” guests and team members.” “community responsibility” “Power of Welcome” “Legendary Food” “Quality “Legendary Service” means freshness.” “For the “Great Drinks.hospitality, for the Great Food. friendship.” Great Rewards.” “Passion is People.” “Quality, Passion, Pride” “Passion for“We believe if you treat people just right Grilling” then success is assured to follow.” “employee responsibility” “Friendly service, food, fun and value.”
  • 3. “want to make positive impact in the “emotional connections with our neighborhoods we serve.” guests and team members.” “community responsibility” “Power of Welcome” “Legendary Food” “Quality “Legendary Service” means freshness.” “For thehospitality, for the friendship.” “Passion is People.” “Quality, Passion, Pride” “Passion for“We believe if you treat people just right Grilling” then success is assured to follow.” “employee responsibility” “Friendly service, food, fun and value.”
  • 4. “want to make positive impact in the “emotional connections with our neighborhoods we serve.” guests and team members.” “community responsibility” “Power of Welcome” “Legendary Food” “Legendary Service”“For the hospitality, for the friendship.” “Passion for “We believe if you treat people just right Grilling” then success is assured to follow.” “employee responsibility” “Friendly service, food, fun and value.”
  • 5. “want to make positive impact in the “emotional connections with our neighborhoods we serve.” guests and team members.” “community responsibility” “Power of Welcome” “Legendary Food” “Legendary Service” “Passion for“We believe if you treat people just right Grilling” then success is assured to follow.” “employee responsibility” “Friendly service, food, fun and value.”
  • 6. “want to make positive impact in the neighborhoods we serve.” “community responsibility” “Legendary Food” “Legendary Service” “Passion for“We believe if you treat people just right Grilling” then success is assured to follow.” “employee responsibility” “Friendly service, food, fun and value.”
  • 7. “want to make positive impact in the neighborhoods we serve.” “community responsibility” “Legendary Food” “Legendary Service” “Passion for“We believe if you treat people just right Grilling” then success is assured to follow.” “employee responsibility”
  • 8. “Legendary Food” “Legendary Service” “Passion for“We believe if you treat people just right Grilling” then success is assured to follow.”
  • 9. “Legendary Food” “Legendary Service”“We believe if you treat people just right then success is assured to follow.”
  • 10. “We believe if you treat people just right then success is assured to follow.”
  • 11. “It’s all about finding an open piece of real estate in the consumer’s mind.” -Peter Alemian
  • 12. ?
  • 13. Thank you.Meaghan LePage Jason Goodrow Peter Alemian
  • 14. Ninety Nine Restaurants Nadine Choufani Jiri Jon Therese Smith Dan Teeter Patrick Temkin
  • 15. Presentation Agenda• Problem – Market Overview – Current Demographics• Key Insights – Observations – What we should leverage• Target Audience• Recommendations• About purple.iguana
  • 16. Why are we here?Business and Marketing Objectives• Create a “top-of-the-mind“ brand awareness• Increase guest count (frequency and new trials)
  • 17. Market Overview• Considerable competition• Very homogenous market• David vs. Goliaths Must out-smart Goliaths Effective Marketing is our slingshot
  • 18. Demographic Problem• Economic pressures – Less disposable income• Shifting demographics – Only families with children, elderly – Less households with children
  • 19. Observations• Atmosphere – Décor – 99 Reasons• Food – Variety – Menu• Employees• Message - “a passion to serve”
  • 20. Key Insights• Lost in the “noise” – “Top of Mind” identity?• Disadvantages• Advantages – Employees – Community – Room for differentiation
  • 21. “The basic approach to position is not to create something new or different but to manipulate what’s already out there in the mind.” -Al Reis and Jack Tout
  • 22. What should we leverage?• Community connection – Nostalgia – Regionalism – 60-year heritage• Signature item – Nachos The best approach in an over-communicated society is the over-simplified message.” - Al Reis and Jack Tout• Simplify message
  • 23. Target Audience• Conservative Engaged Families• Down-to-earth Families• On-the-Go Professionals
  • 24. RecommendationsRefocused position statementFor everyday people seeking meaningful connections with others,Ninety Nine offers savory food and connection to community.Unlike other chain restaurants, which value profit over people,Ninety Nine is committed to satisfying stomachs as well as hearts,and forging lasting and meaningful relationships with thecustomers and communities we serve.“
  • 25. Brand Essence Video
  • 26. Brand Essence VideoWritten, composed, and produced by purple iguana
  • 27. Life is about more
  • 28. Life is about morethan what we accomplish.
  • 29. It is about relationshipsthan what we accomplish.
  • 30. It is about relationshipsand connecting with others.
  • 31. That‟s why at Ninety Nineand connecting with others.
  • 32. That‟s why at Ninety Ninewe build our restaurants around people
  • 33. and meaningful connectionswe build our restaurants around people
  • 34. and meaningful connections with community.
  • 35. And since we opened our doors with community.
  • 36. And since we opened our doors in 1952
  • 37. we„ve stayed true to our promise in 1952
  • 38. we„ve stayed true to our promise to put you
  • 39. and our community to put you
  • 40. and our community first.
  • 41. Because neighborhoods are more first.
  • 42. Because neighborhoods are more than bricks and mortar
  • 43. they are people.than bricks and mortar
  • 44. they are people.And while food is our passion
  • 45. people will always beAnd while food is our passion
  • 46. people will always be our purpose.
  • 47. Community Within. our purpose.
  • 48. Recommendations• Differentiation• Advertising• Promotions• Social Media
  • 49. Signature Item• Nachos – 9 varieties – Unique flavors – Charity donation (15%) – Loyalty Program: Ninety Nine Nacho Nation• Incorporate into community campaign• Allows for an immediate connection between nachos and the Ninety Nine
  • 50. Radio Spot
  • 51. Menu Suggestions• Less clutter• A better, less overwhelming order of food and drink• Cover should depict popular item, not many items (Nachos)• More community photos
  • 52. Promotions• Current promotions – Red Sox Win - Kids Eat Free – Administrative Professionals Day – Birthdays• Suggestions for young professional promotions: – Red Sox promotions – Free appetizer coupons – Special occasions (beyond birthdays) – Social media coupon offers
  • 53. Social Media• Facebook – Cover Photo is not appetizing – Ninety Nine should be more engaging – Timeline should describe Ninety Nine‟s history• Twitter – 179 followers… 0 Tweets! – Twitter account for each local restaurant – Collect feedback
  • 54. Social Media• Foursquare – Mayor badges & rewards – Increase interactions with the brand• Pinterest – Promote 99‟s food, history, charities, events – Stronger brand image• LevelUp – Facilitate payment of food bills – Contemporary
  • 55. Additional Concepts• Nachos-On-Wheels• Mascot – Connecting with kids – Support social media• Continue – Charitable affiliations – Sports affiliations
  • 56. Why purple iguana?• Full service agency, based in Boston• Strategic branding agency• Strong emphasis on social media• Experiences from different backgrounds – Geographic: USA, Europe, Asia – Professional: Navy, Client side, economics, business• Experience in form of advertisingWe create effective advertising, not gimmicky advertising.
  • 57. purple iguana has worked with powerful brands.
  • 58. Summary• Refocus position• New slogan• Signature item• Implement strategies in new marketing
  • 59. Thank you for your considerationQuestions?

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