1. Chocolatarian Café
2004 Atwood Avenue, Madison, WI 53704
Everyday. Chocolate.
Marketing Plan Proposal
By: Ian M. Anderson
Opening in October of 2012, the Chocolatarian Café set out to bring Madison a unique experience of
desserts by focusing on chocolate creations.
In addition to the extensive dessert menu, patrons can also indulge in a variety of savory items. From
quiches and soups to cheese and charcuterie plates, there is something for every taste. To accompany
these treats, there are a variety of coffee, tea, beer and wine to choose from.
Patrons will find a unique mix of homemade creations in a warm, inviting atmosphere.
The major competitors are local coffee shops, pastry shops and chain coffee shops.
What sets Chocolatarian Café ahead of the competition? A quiet, quaint dining experience. Pastry shops
focus on pastries and the accompanying beverages thereby reducing their market share. Many times
one will find the chain shops a bit too noisy to relax and enjoy a conversation. The largest competition is
other local coffee shops. It is necessary to stand out from the rest in order to stake your place in the
local market. This is accomplished by providing customers with service and products they cannot
receive elsewhere. I also believe it comes with community involvement in an effort to gain name
recognition. So where do we go from here?
Current market statistics show that:
 54% of adults age 25-39 drink coffee each day, this is a rise from 44% in 2010
 75% of US adults drink coffee
 Coffee drinkers outweigh tea drinkers 183M to 173.5M
 Sales of coffee dominates sales of hot beverages
 Despite economic woes, 37% of total coffee consumed was classified as “gourmet”
 Total average amount spend on coffee each year by an individual is $164.71
 30M people are daily specialty coffee drinkers
 Total amount of money spent each year on specialty coffee in the U.S. is $18B
Our customer profile/target market is:
 Men and women age 25-44
 Dane County residents
 College education or higher

2.  Household income of $75K and higher
The marketing objective is to increase traffic and customers through social media, mobile marketing
efforts and customer incentives. These will be combined to gain the highest amount of market share.
We will increase public awareness in the local area through networking and collaboration with other
businesses.
The ultimate goal is to gain a market share with the least amount of expenditure to see the highest ROI.
We will do so by utilizing tying together the following:
 Social Media
 QR & AR
 Customer Incentives
 Community Awareness
Facebook is already being utilized and I believe is currently the largest advertising tool. Currently there
are daily posts of the days special. In today’s society people are on-the-go and many have plans set into
place before the day of. Because of this, it would be beneficial to post the complete week on Sunday.
This will allow the community to plan ahead.
In addition, to add to the content already in place, a video should be provided. This creates a sense of
interaction. People want information and will soak it up. Another local café periodically places a video
of the chef making a dish. This will entice the public to come to the establishment to try it.
Another interaction with current customers, also by the same café, is an item request. Facebook
followers can post a request of something they’d like made. When selected, this person will be notified
of said date in which it will be on the menu. By asking them to share it with their Facebook friends and
requesting a like, it will provide for more exposure. Then send an invitation to the winning individual
and entice them by providing their meal at no charge if they bring a minimum of 5 guests. When they
arrive, thank them personally and let them know they can also win. This will get them to like the
Facebook page. Personal customer interaction is the key to any success.
Tying into the Facebook page there should also be a blog. As mentioned previously, people are hungry
for information. Many don’t know correct pairings. The café is based on chocolate but how much of the
public really knows much about it? The blog will encompass tidbits about various items. An 80-90%
chocolate pairs well with Port but is this general knowledge? What wine pairs well with Brie? How does
one go about making Brie with the exception of simply baking it? What is the history of chocolate? How
is it made and where does it come from? Are there a variety of grades? What are the differences
between the world’s chocolates? How does one host a wine and cheese tasting in their home? Tie this
into the café by offering packages which are tailored to the individual and the number of guests they will
be hosting. Hosting in an individual’s home creates an air of intimacy. Provide the host with simple
printed material indicating what items are on the menu. The printed material will list the address,
Facebook address and website address. It should also be written so as to entice others to host at their
home. A QR code will direct them to the Facebook account to do an immediate like.

3. By posting on other local food, coffee, dessert and wine blogs will drive those followers to your blog
then eventually to the website or Facebook page.
QR codes will also be utilized in a variety of other ways. QR codes strategically placed in the café will
allow patrons to go directly to Facebook to like the page. A QR code on the Facebook page will allow
people to place to-go orders for those on the go. QR codes placed in local publications (Madison
Magazine, Our Lives and Brava) will provide coupons to current customers as well as potential
customers.
With the use of SMS and MMS, customers who opt-in will be provided with a variety of incentives. It’s a
fact that people want discounts or something for nothing. A free dessert with the purchase of a savory
item and drink would be utilized. Asking them to text “chocolate” will provide them with a discount on
their purchase. MMS texts periodically will depict a picture of a menu item. On those cold Wisconsin
mornings a picture of a steaming cup of coffee could be sent.
Expanding on SMS and MMS, I would like to see additional specials for those that have opted-in with
birthday and anniversary specials. For a customer’s birthday they would receive a free dessert with
purchase of a savory item and drink. For an anniversary, a couple would receive a buy-one get-one on a
savory item with the purchase of a dessert. It would make for excellent word of mouth when they
receive something for their special day. The patron would need to provide proof of this by showing the
text they received.
Each food business will always have overstock and items which need to be sold expediently. Texts
should be sent indicating that some items are on special. This will reduce waste and lost revenue.
Likewise, there will always be the slow days or evenings. Offering specials during those times will drive
more customers in.
Currently, there is music occasionally. Space could be provided for local book clubs or art exhibits.
Community awareness will provide the largest ability to gain market share by creating a brand in the
area. Working with other local business provides the ability for both establishments to generate
additional income. Some ideas are as follows:
In a June 2012 issue of the WI State Journal’s dining section there was an interview with Andrea
Hillsey who opened Square Wine Company. In the article she stated, “I'm looking forward to
doing food and wine together." She currently works with a local chocolate purveyor on tastings
but indicated in the article she hopes to work with other local establishments. Working in unison
will create additional exposure, and income, for both businesses. By each business promoting
the other, they will both create more public awareness. Also, because they are located on
Pinckney Street around the square there is additional exposure to Concerts on the Square.
Having taken in a number of the events, I noticed that many concertgoers had wine and small
bites to eat. A joint marketing effort could increase revenues for both. The café could do special
box meals for concertgoers to pick up before going downtown. The boxes would be decorated
with the company logo, a bit of information and a QR code linking to the Facebook page. There
is a large amount of traffic and many people join others. This would provide additional word of
mouth advertising as people learn about the “packages” they can purchase. This practice is
utilized by American Players Theater in Spring Green.
As mentioned above, space could be provided for book clubs or art shows. Working with those
venues at their location will provide additional exposure. A Room of One’s own periodically hosts

4. books readings. Working in conjunction with this will expand publicity. By printing napkins and/or
cups with QR codes and a bite of café information will gain more followers.
Gift cards can be purchased but that can also be expanded on with a joint effort. Working with
other small local business can be the greatest word of mouth communication. I believe it’s
necessary to think outside of the box with some ventures and think of sustainable situations. The
one which comes to mind are engagements. By allowing a locally owned jeweler the ability to
purchase gift certificates at a discount to be provided to those buying an engagement ring will
entice the customer to frequent the café. In return, the café could provide the jeweler with a
private wine pairing for their customers or a basket of treats delivered to the business. Signage
would be placed at the café indicating the other businesses they work with.
I firmly believe that joining efforts with other local businesses is a great way to gain additional exposure.
It is a win-win for both as both will gain customers they normally may not have.
In the future, as business expands and income generated increases there are a number of other ways to
branch out further.
There are standard times which consumers will be making more purchases which can be capitalized on.
Some of these are:
 Anniversaries
 Easter
 Christmas
 Valentine’s Day
 Birthdays
 Will You Marry Me
With the use of Augmented Reality, these occasions can be fun for customers. By providing them with
creative interaction they will be inclined to make more purchases. Each package will be customized for
the individual occasion. Any number of graphics could be utilized. Advertising these on Facebook and
the website will garner attention. Also, many businesses provide food gifts to employees on holidays. By
providing a discount on quantity purchases will attract them in a purchase.
People are always looking for new ways to entertain. A fun way to do so is with Mystery parties. This
could encompass a spread of items designed around the party.
Bridal shows are another possible venue. There are showers which are in need of desserts. Many brides
are also choosing to either add desserts in addition to cake or simply go with just desserts.
Delivery of baked goods to area businesses may provide future orders for various meetings and
functions. In addition to the area shows, advertisement can be placed in the local wedding guide as well
as the online guide.
With the new Sunday hours, another market could essentially be tapped. By offering more breakfast
specialty items you will capture those people who might otherwise frequent a traditional “breakfast”
establishment.
Providing a well-rounded marketing plan encompassing a number of mediums will garner market share.
While print and social/media marketing are excellent ways of advertising, ultimately it will always come
back to word of mouth. If a customer is happy with the foods, desserts and variety of drinks they will tell
others. Those people will tell other people and it will snowball. With the current high quality of food and
excellent service, not only will there be repeat business but those customers will bring others with them.
With marketing to those individuals by way of specials, discounts and free items, they will tell others. As
with any company in the beginning stage, it comes down to a snowball effect but must begin with a simple
way to reach the public. This can be put into place with small changes to Facebook, the addition of a

5. blog and working in conjunction with other small businesses. They are cost effective allowing for a higher
ROI which can then, eventually, be put into other forms of advertising.
REFERENCES:
http://chocolateriancafe.com/new/
https://www.facebook.com/ChocolaterianCafe
http://www.statisticbrain.com/coffee-drinking-statistics/
http://www.sbdcnet.org/small-business-research-reports/coffee-shop-2012
http://host.madison.com/entertainment/dining/restaurant-news-wine-shop-owner-wants-to-
educate/article_0d256046-b0cf-11e1-a532-0019bb2963f4.html
http://www.thedailypage.com/theguide/venue.php?venue=3720