5. Demographic Environment
• Millennials account to 9.1 million people in Canada
Mississauga
• Mississauga is 6th largest city in Canada
• Population of approximately 700,000 people
6. Economic Environment
• About 1.2 million employees were employed in the food
industry in 2013.
• Increase in GDP growth since 2013:
1.7% 2.4% increase in 2014
• Food service sales in Canada lifted 4.6 per cent in 2013
due to high rates of Canadians going to restaurants.
7. Economic Environment
• Overall commercial restaurant sales is expected to grow
4.2% in 2014 and 4.1% more in 2015
• Disposable income has had a slight increase from 2013
3.5% 3.8% in 2014
• In 2013, drinking places in Canada acquired first sales
increase since 2008
8. Technological Environment
• Faster, more reliable inventory checks
• Convenient systems and helpful
gadgets are replacing payment
methods and current jobs
• Advancements in free WiFi
• Customers use online (mobile and
computer) outlets for information
• Big Data analytical tools are being
used
10. Key Issues
• REVENUE DECLINE
• WEST 50 HAS VERY LOW CONSUMER AWARENESS
• Canada’s Largest Pourhouse!
• CUSTOMER ARE HAVING A BAD EXPERIENCE
• SOCIAL MEDIA AND WEBSITE NEED TO BE REVISED
11. SWOT
Strengths
• Largest Pourhouse in Canada
• One unique location
• Convenient promotions on the weekends
• Offer daily specials
• Patio available
14. SWOT
Threats
• Companies are facing potential shortages in employees
• Replacing restaurant servers with ipads
• The new organic movement
• High competition
• Negative reviews on social media
17. Marketing Objectives
• To gain the awareness of business people and
students.
• To re-brand West 50 as Canada’s largest pour
house to retain customers.
• To improve current menu to suit target
market
• To maintain competitive daily specials &
discounts.
• To increase customer satisfaction
20. Recommendations
West 50 logo modification
Rationale
• To position West 50 as the largest pour house in Canada
• Enhance customer perception of brand
Action Plan
• Improve logo by implementing a beer theme
• Hold contest for Sheridan students to create best logo
Measurement
• Social media likes/responses on best looking logo
21. Recommendations
R&D for unique West 50 beer
Rationale
• Differentiate from current competitors
• Increase brand loyalty
Action Plan
• Conduct surveys within West 50 about best selling beers
• Social media interactions for beer preferences
• Contest for new beer name
Measurement
• Highest bidding consumer preference
22. Recommendations
Upgrade the facility
Rationale
• To create a visually appealing and continuous pourhouse
theme throughout the facility
• To create a better overall experience
Action Plan
• Hire a design professional to build a unique, pourhouse
theme
• Constant maintenance of furniture and décor
Measurement
• Customer feedback through review sites, social media and
surveys
23. Recommendations
Implement West 50 Uniforms
Rationale
• Enhance West 50’s image as a pour house
• Increase customer interactions with staff
Action Plan
• Include beer facts on the back of uniforms
• Design T-shirt through online custom website
Measurement
• Customer feedback through touch points & social media
24. Recommendations
Develop a better suited menu
Rationale
• To better address the main target markets wants and needs
• Ex. Fast service
• To reduce the chances of running out of food or wasting any by
having to throw it out
• To reduce the costs of food
Action Plan
• Include a wider range of starters
• Include ingredients that may be stored longer
Measurement
• Number of starters purchased and amount of food costs cut
26. Recommendations
Increase social media presence
Rationale
• To increase customer awareness
• Understand customer preferences, needs & demand
Action Plan
• Assign specific staff to manage social media
• Promote daily promotions & activities
• Active social media listening
Measurement
• Social media audit (likes, negative/positive response rates)
27. Recommendations
West 50 beer menu cell phone application
Rationale
• Improve accessibility for customers
• Increase promotional activity
Action Plan
• Beer is sorted by name, origin, flavour and popularity
• Customers can create personalized beer menu
• Advertise West 50 promotions on application
• Link social media channels on application
Measurement
• Number of customers that have installed the application
28. Recommendations
Incorporate E-mail marketing
Rationale
• To increase customer awareness on promotions
• Attain brand loyal customers
Action Plan
• Collect customer email through beer passport program
• Send mass emails from collected emails
• Responsible staff members can send emails
Measurement
• Number of emails collected through beer passport program
29. Recommendations
Install CRM software
Rationale
• To track purchase frequency for promotional direction
• To determine most profitable customers
Action Plan
• Collect customer information through CRM software
• Purchase software from CRM company
Measurement
• Amount of customer information collected
30. Recommendation
Implement WiFi Hotspot
Rationale
• To attract and accommodate the target market
• To provide access to internet for the new application and
reference to website and social media
Action Plan
• Implement free WiFi throughout entire restaurant
Measurement
• Track how many people use the service regularly
32. Recommendations
Attract Business Professionals
Rationale
• To attract a better suited target market
• To differentiate from competitors
Action Plan
• “Relax, Avoid Traffic and Have a beer” promotion
• Discounted lunch menu
Measurement
• Number of business professional customers gained
33. Recommendations
Use coupons and Receipts
Rationale
• To build a higher customer return rate
• To build long term relationships
Action Plan
• Promotional receipt and couponing methods
• Include rewards at the bottom of receipts
• Complementary coupons will be added along with the receipts
Measurement
• Number of promotional receipts/coupons used
34. Recommendations
Encourage Customer Feedback
Rationale
• To improve customer relationships
• To reduce bad reviews and bad word of mouth
• To constantly adapt to consumer needs
Action Plan
• Implement customer survey feedback on receipts or at
each table in the restaurant
• Quick response rate to positive and negative comments
Measurement
• Number of resolved conflicts
• Use of customer feedback
35. Recommendations
Increase efforts towards public relations
Rationale
• To attract a wider student customer base
• Increase corporate social responsibility
Action Plan
• Support & sponsor college events
• Sponsor a local sports team
• Donations towards charitable organizations
Measurement
• Total dollars spent on sponsorships/donations
• Increase in sponsorship requests
36. Recommendations
Personal selling to local businesses
Rationale
• To create awareness of other services West 50 provides
• Ex. Meetings, conferences, catering
• Personal selling to local businesses will attract business
professionals and increase event bookings
Action Plan
• Door-to-Door approach with pamphlets and mailouts
Measurement
• Number of businesses booking events
• Overall Sales
38. Budget
Task Budget Percentage
Public Relations Contribution to the community by
sponsoring events at Sheridan college,
sponsoring the Mississauga football team
and charitable contributions to sick
kids/terry fox.
10%
Social Media Hire Candybox marketing and continually
listen and promote on social media.
8%
West 50 Beer Research and Development to introduce
the new beer & marketing the beer.
20%
Eliminate kids menu Eliminate the kids menu and add smaller
meals instead.
5%
Cellular Phone Application Grand cash prize for Sheridan technology
students for application development.
5%
CRM Software Purchase of CRM software from
salesforce.com
15%
Improved Logo Pay a team of Sheridan students to develop
the West 50 logo.
5%
West 50 uniforms Create and order West 50 uniforms from
entripy.com.
2%
Receipt & Couponing Print and distribute coupons for customer
retention.
4%
Customer feedback Survey Print customer survey feedback for each
table at West 50.
2%
Promotion to Local businesses Printing of flyers to be distributed to local
businesses in order to gain business.
2%
Facility Upgrade Furniture and overall restaurant design as
well as equipment to be upgraded in order
to avoid long term maintenance.
15%
Starters Introduction Cost of goods for introducing the new
starters every 2 months.
5%
Discounted Lunch Hour Menu Social media promotion of discounted
lunch menu.
2%
