Your SlideShare is downloading. ×
0
SF RESTAURANT GROUPMarketing ManagerFly Bar – Solstice – Big Nate’s<br />Christopher Serio<br />Marketing MBA<br />
Table of Contents<br /><ul><li>SF Restaurant Group
Company Overview, Landscape, SWOT
Marketing Plan
Ideas, Calendar, Costs, and Tracking
Marketing Manager
Mission, Objectives, Competencies
Appendix
Cover Letter, Resume</li></li></ul><li>SF Restaurant Group<br />
SF Restaurant Group<br /><ul><li>SFRG 2009 Revenue - $5 Million
Fly Bar’s
Smaller spaces and crowded on weekends, great happy hour, good sangria, friendly staff
Flashy and trendy website, no reservations
Solstice
Tasteful atmosphere, decent prices and service, casual drinks and tapas
Flashy and trendy website, phone reservations
Wednesday jazz night, private lounge for parties
Big Nate’s BBQ
Iconic traditional BBQ in SF, rebranding may be necessary, expansion possible
No website, Facebook group with 44 members</li></li></ul><li>SF Restaurant Landscape<br /><ul><li>Over 800,000 people in S...
3,000 bars and restaurants in SF, the lions share are privately owned and operated
Upcoming SlideShare
Loading in...5
×

San Francisco Restaurant Group - Marketing Proposal

2,454

Published on

Final round interview - Aug 2010
SFRG - Marketing Proposal and Action Plan
Group owns - Solstice, Fly Bar One, Fly Bar Two, and Big Nate's BBQ

1 Comment
2 Likes
Statistics
Notes
  • Hi Christopher, how did you arrive at the number of $950K for average sales per restaurant in SF? Is this an actual average of restaurants, or was it derived from other data? Thanks for the help!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
2,454
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
48
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "San Francisco Restaurant Group - Marketing Proposal"

  1. 1. SF RESTAURANT GROUPMarketing ManagerFly Bar – Solstice – Big Nate’s<br />Christopher Serio<br />Marketing MBA<br />
  2. 2. Table of Contents<br /><ul><li>SF Restaurant Group
  3. 3. Company Overview, Landscape, SWOT
  4. 4. Marketing Plan
  5. 5. Ideas, Calendar, Costs, and Tracking
  6. 6. Marketing Manager
  7. 7. Mission, Objectives, Competencies
  8. 8. Appendix
  9. 9. Cover Letter, Resume</li></li></ul><li>SF Restaurant Group<br />
  10. 10. SF Restaurant Group<br /><ul><li>SFRG 2009 Revenue - $5 Million
  11. 11. Fly Bar’s
  12. 12. Smaller spaces and crowded on weekends, great happy hour, good sangria, friendly staff
  13. 13. Flashy and trendy website, no reservations
  14. 14. Solstice
  15. 15. Tasteful atmosphere, decent prices and service, casual drinks and tapas
  16. 16. Flashy and trendy website, phone reservations
  17. 17. Wednesday jazz night, private lounge for parties
  18. 18. Big Nate’s BBQ
  19. 19. Iconic traditional BBQ in SF, rebranding may be necessary, expansion possible
  20. 20. No website, Facebook group with 44 members</li></li></ul><li>SF Restaurant Landscape<br /><ul><li>Over 800,000 people in San Francisco
  21. 21. 3,000 bars and restaurants in SF, the lions share are privately owned and operated
  22. 22. 5% of total restaurants in CA
  23. 23. One bar or restaurant for every 265 people
  24. 24. Statewide sales of $58 billion annually
  25. 25. Estimated sales of $2.9 billion for SF
  26. 26. Four restaurants owned by SFRG
  27. 27. 0.13% of total restaurants in SF
  28. 28. Average sales per restaurant in SF - $950,000</li></li></ul><li>Neighborhood Competition<br /><ul><li>Lower Pac Heights
  29. 29. Location of Solstice and Fly Bar One
  30. 30. Attractions – Kabuki Theatre, Alamo Square, Japantown, Fillmore Jazz
  31. 31. Competition – NOPA, Dosa, Woodhouse Fish Company
  32. 32. Polk Street & California (Tender-Nob)
  33. 33. Location of Fly Bar Two (at Larkin)
  34. 34. Attractions – Great American Music Hall, Grace Cathedral, Lafayette Park, AMC Theatres
  35. 35. Competition – Swan Oyster Depot, Olea, Amelie, Nob Hill Grille, Osha Thai, Sushi Rapture
  36. 36. SOMA & Mission (South Van Ness)
  37. 37. Location of Big Nate’s BBQ
  38. 38. Attractions – Orpheum Theatre, Victoria Theatre
  39. 39. Competition – Monk’s Kettle, Sushi Zone, Walzwerk, various food stands and markets </li></li></ul><li>SWOT Analysis<br />
  40. 40. Marketing Plan<br />
  41. 41. SFRG Marketing Audit<br /><ul><li>Learn current business and marketing efforts from SFRG – best practices
  42. 42. What is the vision of the group?
  43. 43. What are your goals?
  44. 44. Meet with employees, gain their thoughts
  45. 45. Great resource for creative ideas
  46. 46. Review historical numbers
  47. 47. 2009 revenue of $5 million</li></li></ul><li>Online Campaign<br /><ul><li>Opentable.com – visibility, reservations, revenue, credibility
  48. 48. Websites - build the website for Big Nate’s
  49. 49. Align sites stylistically
  50. 50. SEM – optimize for brand recognition and create campaigns for consumer action
  51. 51. Blogging – post facts about SFRG, menu updates, loyalty offerings, features
  52. 52. E-Newsletters – join monthly email list, receive news and offerings
  53. 53. Social Media – Facebook contests and advertising </li></li></ul><li>Offline Campaign<br /><ul><li>Logo’s for Solstice and Big Nate’s
  54. 54. In line with Fly, brand recognition for SFRG
  55. 55. Business cards for venues at each restaurant
  56. 56. Survey’s and business cards with check
  57. 57. Consumer feedback, promote social media
  58. 58. On menu advertising – Facebook and Twitter, weekly specials, plug other venues
  59. 59. Locally sourced, healthy options for guests
  60. 60. Weekly or monthly charity parties
  61. 61. Loyalties and club members
  62. 62. Networking – buzz, word-of-mouth, neighborhoods
  63. 63. Placement – exposure at SF festivals
  64. 64. SWAG – pens, magnets, mints</li></li></ul><li>Measurement & Tracking<br /><ul><li>Revenue, Revenue, Revenue!!!
  65. 65. Reports - ROI, monthly, quarterly, annually
  66. 66. Compare revenue to historical restaurant data
  67. 67. Reservation tracking through Opentable
  68. 68. Convert lost business into guests and revenue
  69. 69. Track guests needs, repeat business, and guest loyalty
  70. 70. Google Analytics
  71. 71. Track website activity, visits, average page clicks, menu downloads, and conversions (reservations)
  72. 72. Facebook Advertising & Fan Pages
  73. 73. Promote within restaurants and track conversions (fans)
  74. 74. Target “fans” and promote to them through FB
  75. 75. Vertical Response (email)
  76. 76. Track percentages for opens, clicks, bounces, unsubscribes, forwards, conversions, and non-responders
  77. 77. Blogging
  78. 78. Track visitors, reads, follows, and conversions</li></li></ul><li>Annual Marketing Calendar & Costs<br />
  79. 79. Marketing Manager On Boarding <br />
  80. 80. Marketing Manager<br />
  81. 81. Marketing Manager<br />Objective’s and milestones for this role:<br /><ul><li>2010/11 revenue growth of 20%
  82. 82. Projected revenue of $6 million for SFRG
  83. 83. Each guest generates $30, goal of 200,000 guests, average of 135 guests per restaurant per day
  84. 84. Effective implementation of both online and offline marketing campaigns
  85. 85. In restaurant promotions, online tracking and campaigning, recommendations from staff, feedback from guests
  86. 86. Master knowledge of competition, marketing, and menus
  87. 87. Websites, occupancy, menu changes, offerings
  88. 88. Entrepreneurial drive, taking ownership and initiative with position and assigned tasks
  89. 89. Analyze and interpret ROI of marketing initiatives and communicate findings</li></li></ul><li>Candidate Competencies<br /><ul><li>Intelligence & Analytics – learn quickly and process data to draw business insights
  90. 90. Organization & Planning – able to focus on key priorities in an efficient and productive manor
  91. 91. Flexibility & Adaptability – to changing priorities and conditions, handle complexity and change with ease
  92. 92. Work Ethic – possesses willingness to work hard and settle for nothing short of A-quality deliverables
  93. 93. Creativity & Innovation – generate new and innovative approaches to problems
  94. 94. Sociability – brand advocate, effectively promote portfolio through sociality and professionalism</li></li></ul><li>Organizational Competencies<br /><ul><li>Teamwork – collaboration through departments striving towards logical and obtainable goals
  95. 95. Honesty & Integrity – ethical, maintaining trust and confidence with employees and consumers
  96. 96. Proactive & Committed – has the agility to move quickly and take a forceful stand without being abrasive
  97. 97. Personnel Development – employees learn, improve, and grow within their roles to better the company
  98. 98. Passion & Enthusiasm – energized and excited about products, approaching challenges with a can-do attitude
  99. 99. Strategic Thinking & Vision – see and communicate big picture in an inspiring way, understanding competitive landscape, industry opportunities, and threats</li></li></ul><li>Appendix<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×