The Classic Café is a retro-style diner located in Providence, Rhode Island near several colleges. It has a unique 50s-60s atmosphere. The marketing plan proposes promoting the café through advertorials highlighting loyal customers and a smartphone loyalty program. The loyalty program would allow customers to scan a QR code on their receipt to convert the dollar amount to points redeemable for discounts and rewards. This high-tech program is aimed at college students and other local residents in the area to build brand loyalty.

1. 865 Westminster St, Providence, RI 02903
2014 Marketing Plan
Group 2
4/15/2014
By : Daniel Cappiello,
William Ehalt,
Jarred DiFazio,
Matthew Brown,
Todd Nigro

2. RESTAURANT DESCRIPTION
The ClassicCafé isa quaintdiner locatedin
Federal Hill districtof WestProvidence.Located
on the corner of WinterStreetandWestminster
Street,the ClassicCafé hasa fairlyactive area
for foottraffic.Local collegessurroundthisarea,
includingJohnson&Whales,RISDI,Brown,and
Providence College.Conformingtothe urban
image of the area, the external image of the
dinerisfairlystereotypical:windowsrunning
fromceilingtofloorto provide customersaview
of outside activity,neonsignsadvertising
productsinside,andaclear view of available
seating.Internally,the café reflectsanimage of a 50’s-60’s dinerwithatmosphericssuchasposters
fromthe areaplacedon wallsandtable topsto keepuniformityinthe café’sambiance.The layoutof
the restaurantis somewhatunique:whenfirstwalkingin,the diningareaappearstobe verylongand
narrow,but there isa deceivingamountof space toaccommodate anywhere between30-35 guests.
Giventhe layout,location,andretrofeel atthe Classic
Café,the uniquenessfactoris one shouldbe emphasized
throughmarketingpractices.
True to theirname,The ClassicCafé offersabreakfast
menuone wouldexpecttobe offered.Rangingfrom
eggscookedto order,omelets,pancakes,breakfast
sandwichesandanassortmentof otherbreakfast
favorites.Favorably,the menuhasa“fun” feel toit,
such as the “KissMy Hash” option,anomeletmade
withcorn beef.Suchexampleslikethisappeal toguests
humorappeal,andallowsforthe ClassicCafé to further
positionthemselvesasafunand classicretro in
the mindsof potential consumers.

3. Theirlunchmenuisfairlypredictable,asone wouldalsoexpect.Betweenburgers,sandwiches
and wraps,classicmelts,soupsandsalads,andkids’meals,there are plentyof qualityfoodoptionsto
choose from. The pricesof these optionsrange fromapproximately$6 to $11, withthe medianprice
beingapproximately$8.50.These pricesare fairfor the qualityandportionsof mealsserved,andit
appearsthat guestsare more than satisfiedwiththeirexperience eatingatthe ClassicCafé.

4. SWOT ANALYSIS

5. ANALYSIS OF TARGET MARKET
The ClassicCafé has a broad varietyof targetsegments.Uponvisitingthe café,itwasimmediately
evidentthatthe restaurant attractsa diverse groupof ethnicguests.Aside fromethnicity,the spreadof
age demographicwasfairlybroadaswell,rangingfromwhatseemedtobe college students,tobusiness
men,to the more elderlypeople.Locatedinsucha
highlypopulatedareaof college studentsand
businessmen,the restaurantseemstoappeal to
those whoneeda substantial meal,whetheritbe
breakfastorlunch,to get througha busyand hectic
day.As for the elderlyclientele,itseemsthatthey
preferthe café as a place to spendtime enjoyinga
nice meal anda few cupsof coffee inthe company
of othersdoingthe same.Withthisdiverse range of
guestsfrequentingthe café,the menumustappeal
to the needstoeach segment.Brokendownbelow
describeseachsegmentevidentas guestswhomeat
at the café,as well aswhatappealsare believedto
be prevalentineachrespective segment.
College Students- The accessibilityof the Classic
Café to college studentsinthe Federal hill area
permitforstudentstoquicklygetto the location
withminimal effortnavigatingProvidence.Within
simple driving,orwalkingdistance insome cases,
the convenience of locationisamajorappeal tothis
category.Also,withlargerportionsatfairerprices,
college studentswillbe attractedto the “biggest
bang fortheirbuck”. Lastly,giventhatthis
demographiciscomprisedof many“artsy”type of
people attendingliberal artsschoolsinthe area,the
unique ambiance of the 50’s-60’sdinercouldbe

6. anotherappeal toescape the boringand ordinarydininghall orfastfoodservicesalongthe strip.
Generally,studentsatthese universitiesare notpayingfortheireducationortheircost of livingall on
theirown - mosthave helpfromtheirparents.Consideringthis,theyare more likelytobe willingto
spenddisposableincome onappealingmeals,suchasthose at ClassicCafé.
BusinessmenandLocal Workers - Thissegmentinclude thosewhoare employedinthe surrounding
area and are in positionstoleave theirplacesof workforlunchbreak.Oftentimes,thesepeople either
workin close proximitytothe café sothe convenience factorof walkingisevidentagain.Also,these
people are usuallyadultswithsteadystreamsof income.Theytendtofall intoroutines,andsoa café
servingcoffee and asubstantive breakfastorbreakfastsnackcouldeasilybecome astaple of their
morning/afternoonroutine.
Bohemian/Local Residents - Thissegmentinclude those whoare recentcollege graduateswhostill live
inthe area.Usuallytheyare youngurban businessprofessionals,averagingage around28 years old.
Havingmost likelyresidedinthisareaof Providence forahandful of years,these people are familiar
withthe area and are susceptible tobecomingrepeatcustomersandbuildbrandloyaltyatthe Classic
Café.
ElderlyResidents- these are the people whoare retiredandstill reside inthe providence area.Usually
livingonfixedincomes,these peopleliketosave moneyasmuch as possible - butstill enjoyroutinesof
goingout inpublic.Consideringthe 50’s-60’sambiance of the café,thisage demographicmightalso
have nostalgicappeal astheymostlikelyfrequentedadinerinthatactual time period.
Families- familiesare alsoasegmentof the marketthat wouldbe attractedto the Classic Café.Many
familieswhoattendchurchare knowntoget brunchfollowingmass,andsothe classiccafé isa unique
restaurantwithfoodoptionsforbothparentsand childreninanenvironmentthatmayentertain
childrenandallowforadultstoeat inpeace. Consideringthe foodquality,parentsandchildrenalike are
fansof the Café.

7. PROMOTIONAL PLAN
PICTURE TAKEN FROM GOOGLE IMAGES
“I grew up in this area,in Federal Hill district to beexact,and so I’mpretty familiar with the
restaurantsaround here.Being a current college student,I’musually really low on money…so
whateverfood Ibuy hasto be cheap.Ialwaysgo for thebest bang formy buck.A few yearsago I
came acrossClassicCafé,and decided to give it a shot.Walking in,I wasa little hesitantabout
the food quality – it seemed to methis wasjustanotherrun of themill cafes.And I couldn’thave
been more wrong.Thefood quality wasoutstanding and cookedexactly to order.Sincethen,the
Classic Caféhasbeen a staple of my weekend brunches.Idon’tthinkyou’llfind betteromelets in
providence.”
The Advertorial
Thisis an example of anadvertorial thatcouldbe postedinpopularcirculationsinthe
Providence areasuchas The ProvidencePhoenix,ProvidenceJournal,andgolocalprov.com.The quoted
sectionof the advertorial (whichhasbeenre-statedforreaders’ease) givesthe adcompetitive
advantagesinmanyways.Most considerable of these advantagesisaconnectiontothe audience as
well assource credibility.A collegestudent,whomhappenstobe alocal native as well aslocal collegiate
student,speaksveryhighlyof the ClassicCafé andconfesseshisloyaltytothe restaurantasa frequent
customer.Consideringthe survey’sanalyzed,the marketstargeted,andthe overall analysisof
restaurantoperations,we feel thatthistype of communicationwouldbe effective - andcheap.
Advertorials,muchlike advertisementsinlocal circulationslikethose mentionedprior,wouldbe an
excellentresource tonotonly directcommunicationtowardaspecificmarket;butalsoall forthisto be
done cheaply.

8. Royalty Card
The introductionof a SmartPhone application foraloyaltyprogramplatform.Asa teamwe
believethatthere is greatintrinsicvalue behindthisidea. Conceptually,anyguestwithasmartphone is
eligible forthisapplication(andwiththe growingtrendof smartphone users,thisisamarketthat could
easilybe tapped).If aguestdoes nothave a smartphone,arewards card witha “BlackSwipe”scanner
will be implementedinplace.The ideabehindall of thisistotie the dollaramountof the “total” receipt
cost to a computerizedsystem.Thissystemwill thenconvertthatdollaramountto“Loyalty”points,
whichthe guestcan redeemfora multitude of things,including% of meal,free appetizers,etc.
Workingon twofronts,thisLoyaltyProgrammay seemsomewhathardtoimplementand
maintain.The guestswiththe loyaltycardsare responsible forkeepingtrackof them withtheircards.
Once cards are scannedby the hostsor servers,the guestswill be informedof theirbalance andaskedif
theywouldlike toredeempoints.Atthe endof the transaction,a printout of available loyaltypoints
will be availableatthe bottomof theirreceipts:

9. Smartphone Application
The smartphone application,onthe otherhand,iswhere the somewhatcomplicatedportion
come in.Luckily,mostsmartphone usersare familiarwithdownloading,using,andmaintainapplication.
Andthisis the beautyinthe ideabehindintegratingthissoftwareintoapromotional plan - itbuilds
awareness,interaction,feedback,and mostimportant- draw to the restaurant.The appis quite simple
at the endof the day:
THE HOMESCREEN
Thisis an example of whatthe home
screenof the applicationwouldlook
like.Asyoucan see,the leftportionis
the introductiontothe app.Once open,
the userhas five options:theycan
eithercontactthe restaurant/get
directions,view lunch/breakfastmenus,
view theirloyaltypoints.Most
importantly youcanscan the QR code
on an iPhone/Android. The “ScanQR
Code”allowsthe usertoopena new
page in the app that hasthe abilityto
scan a QR code (whichisbasicallya
combinationof codingdesignedtobe
decipheredbyacomputerprogram.)
The applicationallowsforthe code to
convertthe dollaramountof the
receipttoloyaltypoints.Fromthere,
the user(guest) canshow theirservera
redemptionpage thatallowsforeither
% off theirbill,afree appetizeretc.

10. Thisis an example of whataguests’receiptwouldlook
like withthe QRconvenientlyprintedonit.Thistype of
loyaltyprogramfar outweighsthe traditional cardsthat
have beenhandedtopatronsand lostfor years.Since
mostpeople now-a-daysownsmartphones,andevery
guestgetsa receipt,thissystemwill improve the ability
to buildareputable LoyaltyProgramthatworksand
satisfiedpatrons,encouragingmore todothe same.