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Tilted Kilt Project
- 1. Karly Goins, Irene Loat, Christine Penn, Neisha Sinadinovic, Camille Wallace Lift the Kilt
- 2. Idea: “Lift the Kilt” Lift the Kilt - customize your burger Lift the Kilt - Burger Contest + Partnership
- 3. Objectives Motivational: Increase daily transactions by 15% Increase average check to $17.99 Obtain ROI of at least 2 - 1 Informational: Increase brand loyalty among existing costumers Increase brand awareness among new customers
- 4. Strategies Develop a LTO promotion Develop a new burger and a new burger experience for the consumer Develop and maintain a partnership with a reliable brand name company
- 5. Tactics Develop a contest to promote the customizable burger experience Hire a chef to invent a new burger Create an incentive for current staff
- 6. Target Sports Enthusiasts Business Diners Spice Lovers/ Bold Flavors Cravers Health Seekers
- 7. Business Diners 18% Most frequent Tilted Kilt users Like Happy Hour Spend a lot at lunch and often buy for clients and associates on company cards.
- 8. Sports Enthusiasts 16% Most frequent Tilted Kilt users Use bars often High Social Networking Like Beer but not into Micro Brews unless on special Like Wings, Burgers and Sampling apps, classic bar food
- 9. Spice Lovers/Bold flavors 14% Want authentic like beer expertise Want robust food and lots of variety options and complex flavors Like new food concepts Heavy Facebook users and often use social media to seek out new restaurants and offers
- 10. Health Seekers 14% Heavy Social media Want high quality
- 11. Partnership Who better to partner with than the Tilted Kilt's #1 selling beer? Blue Moon has chosen to exclusively distribute their Summer Honey Wheat beer at the Tilted Kilt. With every purchase of a Lift the Kilt burger customers are able to purchase a 16 oz. pint of Blue Moon's Summer Honey Wheat beer at happy hour price for $7 ANYWHERE in the restaurant (not just at bar).
- 12. Lift the Kilt Burger Customizable Burger! Don't want to pick everything out? No problem, we've created an awesome new burger just for you! We recommend… White bun Turkey patty Bacon Guacamole Pepper Jack cheese Scotch Bonnet Chilli Peppers (*new item*) Lettuce Tomato Red onion
- 13. Contest Think the burger you created is totally amazing? Enter your burger creation online and share via social media for a chance to have your burger featured exclusively at the Tilted Kilt for a limited time. the Tomlin Burger
- 14. Budget In-Store = $9,000 / $10,000 = we saved $1,000 Pandora = $10,000 Social Media $8,000 / $10,000 = we saved $2,000 Yelp = $5,300 Research = $4,000 Creative Budget = $10,000 Total spent: $46,300 $50,000 - $46,300 = $3,700 saved ROI 3.29 - 1
- 15. Evaluation Establish an effective promotional campaign 1 new (delicious) burger product - Lift the Kilt burger Introduce interactive burger experience Increase in transactions by 15% Increase beer slaes with HH promotion Entice customers with create your burger contest Obtain ROI of at least 2 - 1 We beat that! ROI: 3.29 - 1
- 16. Thank you for the attention!