SF Restaurant Group - Marketing Proposal
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SF Restaurant Group - Marketing Proposal

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