3. 1. EXECUTIVE SUMMARY
2. SITUATIONAL ANALYSIS
a. COMPANY BACKGROUND
b. SWOT ANALYSIS
c. OUR COURSE OF ACTION
3. OBJECTIVES
a. MARKETING OBJECTIVES
b. FINANCIAL OBJECTIVES
4. MARKETING STRATEGY
a. ADVERTISING AND PROMOTION
b. QUANTIFIABLE RESEARCH
5. MARKETING TACTICS
a. PROMO EVENT
b. CELEBRITY ENDORSEMENT
c. COUPONS/SOCIAL MEDIA
6. FINANCIAL PROJECTIONS
a. BUDGET BREAKDOWN
7. IMPLEMENTATION
CONTROLS
4. OUR GOAL IS TO MAXIMIZE PROFITS, PENETRATE A NEW CONSUMER MARKET, AND INCREASE BRAND
AWARENESS USING PRODUCT LINE EXTENSION THROUGH A DELICIOUS NEW BREAKFAST MENU. BY
ONLY INTRODUCING THREE BREAKFAST ITEMS, IT WILL KEEP THE NEW BREAKFAST MENU SLEEK, SIMPLE,
AND CONSISTENT WITH OUR CURRENT RESTAURANT DESIGN.
AlTHOUGH IN N OUT IS A STRONG AND SUCCESSFUL MARKET COMPETITOR, WE HAVE IDENTIFIED A
POTENTIAL OPPORTUNITY TO CREATE SUSTAINABLE GROWTH AND REVENUE IN OUR BUSINESS MODEL.
AFTER CONDUCTING AND COLLECTING INSIGHT FROM OUR SITUATION ANALYSIS, WE CAN EVALUATE THE
UNSATISFIED NEED IN THE MARKET AND HIGH DEMAND FOR BREAKFAST ITEMS.
WE INTRODUCE TO YOU OUR FRENCH FRY BREAKFAST SCRAMBLER, ANIMAL STYLE BREAKFAST
SANDWICH, AND OUR TWO BY FOUR BREAKFAST BURRITO. THESE MOUTH WATERING BREAKFAST
FAVORITES WILL BE SURE TO CAPTURE THE EYES OF CURRENT AND POTENTIAL NEW CUSTOMERS. OUR
MARKETING STRATEGY INVOLVES A PROMOTIONAL EVENT AT THE ROSE BOWL GAME, PROMOTION
COUPONS, CELEBRITY ENDORSEMENTS AND LIMITED TIME PACKAGING.
THE BUDGET IS BROKEN DOWN INTO DIFFERENT CATEGORIES THAT ALIGN WITH EACH OF OUR GOALS
OF IMPLEMENTATION. WE HAVE INCORPORATED MANY OF THE SAME INGREDIENTS WE ALREADY HAVE
TO MAKE THESE NEW ITEMS IN ORDER TO CUT DOWN ON COSTS.WE PROJECT TO INCREASE SALES BY
33% OVER THE NEXT 8 WEEKS. CURRENTLY SELL 345,000 BURGERS A DAY, SO SELL ROUGHLY 115,000
BREAKFAST ITEMS.
6. BACKGROUND
THE FIRST IN-N-OUT STORE WAS OPENED IN 1945 BY HARRY AND ESTHER SNYDER. THEY PRIDED
THEMSELVES IN SERVING AMERICAN CLASSICS LIKE BURGERS, FRIES AND MILKSHAKES USING SIMPLE
AND FRESH INGREDIENTS.
IN-N-OUT IS A PRIVATE, FAMILY-OWNED COMPANY. WE HAVE LOCATIONS PRIMARILY IN THE AMERICAN
SOUTHWEST AND PACIFIC COAST IN STATES INCLUDING CALIFORNIA, TEXAS, & ARIZONA. OUR MENU HAS
REMAINED THE SAME SINCE THE 1950’s. WE HAVE REFUSED TO CONFORM TO THE STRATEGIES USED BY
FAST-FOOD LEADERS IN THE MARKET, LIKE EXPANSION, ENGAGING IN PRICE WARS, FRANCHISING,
AND EXTERNAL INVESTORS. WITH ANNUAL SALES OVER $600 MILLION, IN-N-OUT IS ONE OF THE
NATION’S TOP RESTAURANT CHAINS.
OUR STRATEGY INCLUDES HAVING CAREFULLY LOCATED STORES, BILLBOARDS AND COOL
MEMORABILIA. THIS ALONG WITH AN ABILITY TO STAY TRUE TO OUR ROOTS HAS DISTINGUISHED US
AMONG COMPETITORS AND GIVEN US A CULT-LIKE FOLLOWING.
WE SEE AN OPPORTUNITY TO EXPAND INTO BREAKFAST. WHICH WE CURRENTLY ONLY INCLUDES
COFFEE. LIKE OUR CURRENT MENU, THE BREAKFAST MENU WILL BE SIMPLE AND OFFER ITEMS THAT
EMBODY THE WEST COAST.
7. ALTHOUGH OUR MAIN COMPETITORS ARE SMALLER PLAYERS LIKE HABIT BURGER AND FIVE GUYS, THESE
COMPANIES DON’T OFFER BREAKFAST, SO INSTEAD WE WILL BE COMPETING AGAINST CORPORATIONS
SUCH AS MCDONALD’S, TACO BELL, CARL’S JR, BURGER KING, AND JACK IN THE BOX.
OUR COMPETITION POURS HUNDREDS OF MILLIONS OF DOLLARS INTO ELABORATE CAMPAIGNS AND
PROMOTIONS FROM CELEBRITY ENDORSEMENTS, TO VIRAL VIDEO CONTENT. THEY HAVE A GLOBAL
PRESENCE THAT IN-N-OUT LACKS. ON THE DOWNSIDE HOWEVER, MANY OF THESE COMPETITORS HAVE A
STIGMA OF UNHEALTHY INGREDIENTS AND PRESERVATIVES ATTRIBUTED THEIR FOODS AS WELL AS BAD
PRESS THAT HAS OCCURRED AT SOME POINT IN THEIR HISTORY, WHILE IN-N-OUT HAS A CLEAN SLATE.
WITH THE NEW OPPORTUNITY OF STARTING A BREAKFAST LINE, WE CAN REEVALUATE THE DISTRIBUTION
LINE AND MICROENVIRONMENT TO CATER TO NEW INGREDIENTS NEEDED FOR OUR BREAKFAST MENU.
COMPETITION, DISTRIBUTION, MACROENVIRONMENT
8. FROM OUR SWOT ANALYSIS WE FOUND IN-N-OUT HAS MANY STRENGTHS AND OPPORTUNITIES WHICH
OUTWEIGH THEIR WEAKNESSES AND THREATS. THIS ACCOUNTS FOR OUR MANY YEARS OF SUCCESS IN
THE FAST FOOD INDUSTRY.
IN-N-OUT PRIDES ITSELF ON FRESH INGREDIENTS. THEY DON’T FREEZE, PRE-PACKAGE, OR MICROWAVE
THEIR FOOD. THEY ALLOW FOR CUSTOMIZATION OF THEIR MENU ITEMS, THEY HAVE A LOYAL CUSTOMER
BASE, GOOD COMPANY CULTURE, AND HIGH EMPLOYEE MORALE. THEY RELY HEAVILY ON WORD OF
MOUTH ADVERTISING VERSUS COMMERCIAL ADVERTISING LIKE MANY OF THEIR COMPETITORS.
IN-N-OUT HAS OPPORTUNITIES TO EXPAND THEIR MENU AS WELL AS THEIR LOCATIONS BEING THAT
THEY ARE CURRENTLY LIMITED TO THE SOUTHWEST REGION OF THE U.S.
SOME THREATS THAT IN-N-OUT FACE ARE COMPETITION FROM OTHER FAST FOOD LEADERS SUCH AS
CARL’S JR, BURGER KING, MCDONALD'S , JACK IN THE BOX AND TACO BELL. WE HAVE ONLY INCLUDED
FAST FOOD GIANTS THAT OFFER BREAKFAST ITEMS, BURGERS, AND DRIVE THROUGH SERVICE.
FINALLY, THE TREND IN HEALTH FOODS AND HEALTHY LIFESTYLES MEANS THAT INDIVIDUALS HAVE
MORE AWARENESS ABOUT WHAT THEY ARE PUTTING INTO THEIR BODIES. THIS AWARENESS HAS
CAUSED FAST-FOOD CHAINS AROUND THE NATION TO INCORPORATE “FRESHER AND HEALTHIER”
INGREDIENTS INTO THEIR MENUS.
9. STRENGTHS:
● FRESH FOOD WITH
COMMITMENT TO QUALITY
● ALLOW FOR CUSTOMIZATION
● SECRET MENU
● REASONABLY PRICED FOOD
● LOYAL CONSUMER BASE
● GOOD COMPANY CULTURE,
HIGH EMPLOYEE MORALE
● WORD-OF-MOUTH ADVERTISING
= LOW ADVERTISING COSTS
WEAKNESSES:
● LIMITED MENU
● LIMITED LOCATIONS
OPPORTUNITIES:
● MENU EXPANSION -
BREAKFAST ITEMS
● EXPAND LOCATIONS
THREATS:
● COMPETITION FROM
OTHER FAST FOOD
RESTAURANTS
● HEALTHY LIFESTYLE
TRENDS
10.
11. STRENGTHS:
● WIDE VARIETY OF
PRODUCTS
● GLOBAL PRESENCE
● MAINSTREAM
ADVERTISING
● CELEBRITY
ENDORSEMENTS
WEAKNESSES:
● NEGATIVE PUBLICITY THAT
FOOD IS UNHEALTHY
OPPORTUNITIES:
● CREATING/OFFERING
HEALTHIER FOOD ITEMS
THREATS:
● COMPETITORS
● NEGATIVE STIGMA
13. THROUGHOUT OUR MARKETING PLAN, WE WILL UTILIZE THESE FINANCIAL AND
MARKETING OBJECTIVES TO GAIN MARKET EXPANSION, ACCOMPLISH OVERALL GOALS,
AND DETERMINE OUR TOTAL NET PROFITABILITY.
INTRODUCE A BREAKFAST MENU THAT INCLUDES THREE NEW ITEMS. THE FRENCH
FRY BREAKFAST SCRAMBLER, ANIMAL STYLE BREAKFAST SANDWICH, AND TWO BY
FOUR BREAKFAST BURRITO.
INCREASE SALES BY 33% OVER THE NEXT 8 WEEKS. CURRENTLY SELL 345,000
BURGERS A DAY, SO SELL ROUGHLY 115,00 BREAKFAST ITEMS.
INCREASE REPEAT PURCHASE THROUGH LOYAL CUSTOMERS BY 20%
LAUNCH A 8 WEEK PROMOTIONAL AND ADVERTISING CAMPAIGN STARTING
DECEMBER 8, 2017- FEBRUARY 8, 2018 TO CAPTURE MORE CONSUMERS AND
MONITOR THE SUCCESS OF THE CAMPAIGN
INCREASE BRAND AWARENESS/EXPOSURE BY 30%
15. WE ARE INTRODUCING A PRODUCT LINE EXTENSION. THE NEW
IN-N-OUT BREAKFAST MENU WILL BE SERVED FROM 7:00 AM TO
11:30 AM.
WITH THIS PRODUCT LINE, IN-N-OUT WILL BE THROWN INTO THE
BREAKFAST GAME WITH ITS OTHER FAST FOOD COMPETITORS,
SUCH AS MCDONALD’S AND CARL’S JR. WE HAVE INCORPORATED
INGREDIENTS THAT ARE CURRENTLY USED FOR OTHER
PRODUCTS, WITH ADDITION TO A FEW NEW INGREDIENTS, TO
CREATE A BREAKFAST MENU THAT STAYS TRUE TO IN-N-OUT’S
FRESH AND CLASSIC AMERICAN FEEL.
WE HAVE TAKEN THE MENU AWAY FROM STRICTLY BURGERS
AND FRIES AND INTRODUCED ITEMS COMPLETELY NEW TO THE
IN-N-OUT BRAND, BUT CERTAINLY STILL FOLLOW THE IN-N-OUT
SPIRIT OF QUALITY YOU CAN TASTE! WE HAVE KEPT THE
BREAKFAST MENU SIMPLE, AS THE CURRENT IN-N-OUT MENU IS,
WITH ONLY A FEW CHOICES AND MODIFICATIONS AVAILABLE.
16.
17. WE WILL CONTINUE IN-N-OUT’S CURRENT PRICING
STRATEGY AS BEING THE LOW-COST LEADERS AMONG
THEIR DIRECT COMPETITORS, SUCH AS FIVE GUYS OR THE
HABIT. THE NEW MENU WILL BE MADE AFFORDABLE, AS
THE OTHER ITEMS ON THEIR MENU. BELOW ARE THE A LA
CARTE PRICES. COMBO PRICES WITH DRINKS AND SIDES
WILL BE ADJUSTED ACCORDINGLY.
ANIMAL STYLE BREAKFAST BURRITO….$4.45
THE FRENCH FRY SCRAMBLER…$4.05
THE BREAKFAST SANDWICH…$3.45
THE KONA MOCHA MILKSHAKE….$2.15
18. IN THE FOOD INDUSTRY, MORE SPECIFICALLY THE FAST FOOD
INDUSTRY, DISTRIBUTION VALUES SPEED, QUALITY, AND THE
VALUE OF QUALITY AND PRICE. IN-N-OUT PROVIDES A UNIQUE
ENVIRONMENT AS A MATTER OF PRODUCT DISTRIBUTION.
CUSTOMER SERVICE, CLEANLINESS, SPEED, AND ORDER
ACCURACY ARE ALL SPECIAL FEATURES IN IN-N-OUT’S
DISTRIBUTION STRATEGY, HENCE COINING THE TAGLINE
“QUALITY YOU CAN TASTE!” PROVIDING QUALITY SERVICE AND
FOOD, IN A UNIQUE SERVICE ENVIRONMENT ATTRACTS THEIR
LARGE AND LOYAL CUSTOMER BASE. WITH THE INTRODUCTION
OF THE BREAKFAST MENU, THE DISTRIBUTION STRATEGY WILL
REMAIN THE SAME, AS IT HAS PROVEN EFFECTIVE AND
SUCCESSFUL. THE MAIN DISTRIBUTION CHANGE WILL BE THE
HOURS OF OPERATION AND TIMING OF THE DAY PRODUCT WILL
BE DISTRIBUTED TO THE MARKET. NEW BUSINESS HOURS
INCLUDE 7:00 AM - 1:00 AM.
19. FOR OUR NEW PRODUCT LINE EXTENSION WE WILL
UTILIZE SEVERAL PROMOTIONAL MIX TACTICS. SOME OF
THESE INCLUDE TRADITIONAL APPROACHES LIKE DIRECT
MAIL COUPONS, AND PACKAGING REDESIGN. WE ALSO
DECIDED TO INCORPORATE SOME NON-TRADITIONAL
PROMOTIONAL TECHNIQUES LIKE, GUERRILLA
MARKETING AT EVENTS LIKE THE ROSE BOWL, CELEBRITY
ENDORSEMENTS AND SOCIAL MEDIA MARKETING.
● ROSE BOWL PRODUCT LAUNCH WITH
FOOD TRUCKS
● MERCH GIVEAWAYS
● SNAPCHAT FILTERS
● BURRITO GIVEAWAY
● CELEBRITY ENDORSEMENTS
● BAG/PACKAGING REDESIGN
20. OUR TEAM HAS CONDUCTED A RESEARCH SURVEY TO BETTER UNDERSTAND OUR CURRENT MARKET,
THE MARKET ENVIRONMENT, OUR COMPETITORS, AND OUR SELECTED TARGET MARKET. WE HAVE
UTILIZED THIS INFORMATION AND APPLIED OUR RESULTS BY CREATING THE OUTLINE OF OUR
MARKETING PLAN AND SETTING OUR OBJECTIVES TO REACH OUR GOALS
OUR COMPETITORS:: MCDONALD’S, DEL TACO, CARL’S JR., JACK IN THE BOX, AND CHIK-FIL-A
● 83% OF RESPONDENTS BETWEEN THE AGES OF 17-30
● 99% OF RESPONDENTS HAVE EATEN AT IN-N-OUT
● MAJORITY OF RESPONDENTS ATE IN-N-OUT AT LEAST ONCE A WEEK
● 53% OF RESPONDENTS SPEND ABOUT $5-$7 ON BREAKFAST
● RESPONDENTS STATED THAT THEIR FAVORITE FAST-FOOD BREAKFAST ITEM WAS THE BREAKFAST
BURRITO FOLLOWED BY BREAKFAST SANDWICH
● OVER 50% OF RESPONDENTS VOTED IN-N-OUT AS THEIR FAVORITE FAST-FOOD RESTAURANT
23. STEP 1:
LAUNCH 8 WEEK
PROMOTIONAL &
ADVERTISING
CAMPAIGN.
STARTING
DECEMBER 8,
2017- FEBRUARY
8, 2018 STEP 2:
THROUGHOUT THE 8
WEEKS WE WILL UTILIZE
DIRECT MAIL COUPONS.
REDEEM ONE FREE
BREAKFAST ITEM
STEP 3:
INCORPORATE
CELEBRITY
ENDORSEMENTS
TO MAXIMIZE
EXPOSURE OF
NEW
BREAKFAST
ITEMS
STEP 4:
IMPLEMENT
PROMOTIONAL
ALLIANCE WITH
ROSE BOWL 2018.
FEATURE OUR
FOOD TRUCKS, DO
GIVEAWAYS.
(JANUARY 1, 2018)
STEP 5:
DECEMBER 8 - 31, 2017
PACKAGING REDESIGN
ON HOLIDAY BAGS AND
PUSH SOCIAL MEDIA
24. OUR MARKETING STRATEGY INCLUDES FURTHERING OUR CORE
COMPETENCIES AND IMPLEMENTING A VARIETY OF DIFFERENT TACTICS.
THE PROMOTIONAL AND ADVERTISING CAMPAIGN WILL LAST FOR A FULL 8 WEEKS STARTING FROM
DECEMBER 8, 2017 - FEBRUARY 8, 2018. WE CHOSE THIS TIME PERIOD TO LAUNCH THE NEW BREAKFAST
ITEMS BECAUSE, IT IS AN INCREASINGLY BUSY TIME OF YEAR DUE TO HOLIDAY SHOPPING AND WE ARE
STRIVING TO MAKE MORNINGS EASIER FOR OUR CONSUMERS. THIS TIME PERIOD ALSO INCORPORATES OUR
MAIN PROMOTIONAL EVENT, THE COLLEGE FOOTBALL ROSE BOWL GAME OF 2018.
DURING THIS LAUNCH WE HAVE IDENTIFIED SEVERAL MARKETING OBJECTIVES TO HELP US REACH OUR
OVERALL BUSINESS GOALS. THIS INCLUDES FOLLOWING OUR AGENDA THAT IS ORGANIZED IN A CONSISTENT
MANNER TO ALLOW FULL CONTROL OVER THE PROCESS. IMPLEMENT DIRECT MAIL COUPONS, ACQUIRING
CELEBRITY ENDORSEMENTS, TAILORING THE PACKAGING, AND THE ROSE BOWL EVENT.
25. OUR PRIMARY TARGET MARKET ARE MILLENNIALS
AGES 16-30. SINCE 97% OF THIS POPULATION
OWNS SMARTPHONES AND 64% OF THEM SEARCH
FOR COUPONS ON THEIR SMARTPHONES OR POST
THEM ON SOCIAL MEDIA, THIS WILL BE A
CONVENIENT AND EFFICIENT WAY TO SPREAD THE
WORD ABOUT OUR BREAKFAST MENU TO A MASS
AUDIENCE.
DESPITE THE GROWTH IN DIGITAL INFLUENCE,
AMERICANS STILL USE PAPER COUPONS AT A HIGH
RATE BECAUSE IT OFFERS A SEAMLESS CUSTOMER
EXPERIENCE. THEREFORE, WE WILL BE MAILING
OUT COUPONS IN ORDER TO ENCOURAGE THE
WORD OF MOUTH ADVERTISING THAT IN-N-OUT IS
KNOWN FOR.
WE WILL USE A REDEEMABLE COUPON FOR ONE FREE BREAKFAST
ITEM WOULD BE DISPERSED IN THE FORM OF BOTH DIGITAL AND
PAPER COUPONS THAT WILL BE MAILED OUT.
26. STAYING TRUE TO IN-N-OUT’S FRILLS-FREE
APPROACH TO MARKETING, WE WILL PICK SEVERAL
CELEBRITIES TO ENDORSE OUR PRODUCT ON
SOCIAL MEDIA BY CREATING AN INSTAGRAM AND
TWITTER POST ABOUT THE BREAKFAST BURRITO ON
THEIR PROFILES. THIS TACTIC ALLOWS OUR
MARKETING STRATEGY TO REMAIN UNASSUMING TO
THE PUBLIC AND ALLOW WORD-OF-MOUTH
MARKETING TO BE OUR PRIMARY DRIVER.
WE WILL INCREASE AND DRIVE OUR WORD-OF-MOUTH
ADVERTISING TECHNIQUE WITH A LITTLE HELP FROM CELEBS!
27. OUR MAIN EVENT WILL BE TAKING PLACE THE BCS
ROSE BOWL 2018 IN PASADENA, CALIFORNIA WHERE
WE WILL BE SERVING FREE BREAKFAST BURRITOS IN
OUR COOKOUT TRAILER.
OUR GOAL IS TO HAVE A GORILLA MARKETING
EFFECT, THEREFORE, THERE WILL BE NO PRIOR
ADVERTISING DONE OTHER THAN PRESS RELEASES
THAT WILL BE SENT OUT TO NOTIFY THE NEWS
STATIONS. IN ADDITION, WE WILL HAVE GIVEAWAYS
OF T-SHIRTS, BUMPER STICKERS, ETC., TO PROMOTE
THE BREAKFAST ITEMS.
● HIGH TRAFFIC AREA
● LOTS OF ATTRACTION/COMMOTION
● EYE-CATCHING DISPLAY THAT’S INTERACTIVE
IMPLEMENT PROMOTIONAL ALLIANCE WITH ROSE BOWL 2018. FEATURE
OUR FOOD TRUCKS, DO GIVEAWAYS. (JANUARY 1, 2018)
28. SINCE THE HOLIDAYS ARE NEAR, WE WILL REDESIGN
THE IN-N-OUT HOLIDAY BAG AND INCLUDE A
FESTIVE BREAKFAST BURRITO ON THE BAG. WE WILL
ALSO BE REPLACING THE WORDS THAT SAY “MERRY
CHRISTMAS” AND “FELIZ NAVIDAD” TO SOMETHING
LIGHTHEARTED AND MEMORABLE LIKE “I’M
DREAMING OF A BURRITO CHRISTMAS.”
DECEMBER 8 - 31, 2017 PACKAGING REDESIGN ON HOLIDAY BAGS
AND PUSH SOCIAL MEDIA
29. WE WILL ALSO RELEASE A SNAPCHAT FILTER A WEEK
BEFORE THE BREAKFAST LINE COMES OUT,
FEATURING A “BURRITO CROWN” AND A
“BREAKFAST GLOW”
THAT WILL GIVE USERS A GLANCE AT THEIR
FLAWLESS SKIN WHILE THEY FAMILIARIZE WITH OUR
BREAKFAST MENU.
DECEMBER 8 - 31, 2017 PACKAGING
REDESIGN ON HOLIDAY BAGS AND PUSH
SOCIAL MEDIA CHANNELS
31. BCS Tailgate:
Total budgeted expense for the event: $120,000
● Food truck price
○ $220,000 to feed 40,000 people for 5 hours
○ Since we’re internal we only have to worry about 40% of the cost to cover food,labor, and other
materials which gives us $89,000
● Other promotional items
○ The additional freebies handed out during the game is budgeted for $31,000
32. THE NEW PRODUCT BUDGET:
Increased supply chain expenses
● $12,062 daily( $4,402,630 annually ) increase in distributional cost
○ $1.85(average mile cost of truck) X 32.6(number of new truckers needed) X 200 miles ( amount of
miles it would take for a trucker to hit 10 stops) = $12,062
Increased operational costs
● $573,760 daily ( $209,422,400 annually) increase in production costs
○ 20% of food cost is profit ( 80% goes to labor staffing) X 275 items sold(estimated breakfast sales X
326 = $573,760
PROFIT POTENTIAL:
● Looking at a daily company profit increase of $160,600($58,619,000)
○ This was calculated by profit margin X average number of sales X number of stores
○ $1.60 X 275 X 326 = $160,6000
34. We will be implementing the new products on January 2, 2018, one day after the announcement will be
made at the Rose Bowl on January 1, 2018. The one-day delay will allow consumers to quickly come in try
our products while they’re still interested instead of having to wait an extended amount of time to try out
our new offerings.
The problems and difficulties we will experience with implementing our new product line is the increase of
labor we will need to have a breakfast menu. For us to be able to have a breakfast menu we will need to
hire another shift of employees to work within our facilities.
These problems can be avoidable with proper management and human management department
when it comes to hiring and training the staff. However, these problems can hinder the implementation of
our new offerings and kill the success.
35.
36. “BURGERS ALL DAY!”
● Plan B
○ Instead of “Breakfast all day” we’re
flipping the script and offering
burgers all day to our customers
○ We’ll continue to serve during
breakfast hours, however ditch the
breakfast menu for our traditional
In-And-Out menu
