Marketing Plan For Donair Town

PRODUCTProduct variations Donair Town offers a variety of healthy and nutritious meal options by offering a diverse menu, specializing in authentic Middle Eastern cuisine. Their value-priced menu items include donairs, falafels, and salads. Halifax, Lebanese, Hawaiian, Caribbean and Greek styles are available for both donairs and falafels in three sizes ranges; Regular, Super, or Jumbo. In addition, there are options for meat preferences including Chicken, Beef, and Lamb. There are different types of salads to choose from such as, chicken Caesar, Caesar, Greek, and Tabouli. The special plate includes beef, chicken, or lamb donair, or falafels, on top of rice with side salad, hummus and pita bread. Other sides available are rice, tzatziki, hummus, fries, and baklava. Water and pop are also available for drinks. Moreover, Donair Town has added three special deals onto their menu. Donair Town provides excellent product quality, product consistency, convenience, healthy choices and delivers quick services to its valued customers.Product differentiationUnlike American fast food chains like McDonald’s, Donair Town’s diverse menu gives it a differential advantage from its competitors. Instead of greasy hamburgers or deep fried chicken, Donair Town offers donairs and falafels which contain nutritional value and on average, are lower in calories. All sauces are made from scratch, in-house daily, providing its unique quality and fresh taste. Donair Town allows its customers to create their own donairs, choosing from a good variety of options of meat, sauces, and sides, or they can customize their orders. Donair Town will expand their drinks menu to healthier choices by providing fresh iced teas, and vitamin water. This is a perfect opportunity to capitalize on taste-trends, as people are more into diverse food options. Donair Town will also plan to have a liquor license, being one of the few fast-food restaurants that acquire one, especially in this region. 49225201157605Product innovationDonair Town’s innovation process includes environmentally friendly and biodegradable packaging for boxes, cups, bags, and cutlery. All products are neatly and tightly wrapped to prevent spills and to ensure customers’ satisfaction. Otherwise, the overall product is consumer ready, and at high quality standards. ,[object Object],Donair Town currently uses value pricing to offer just the right combination of quality and good service at a fair price. However, because the fast food restaurant market is so saturated, Donair Town must rely on several pricing strategies to differentiate itself from the competition. Because the demand elasticity of donairs is difficult to measure, Donair Town goes by the going-rate pricing strategy. This going price represents the collective wisdom of the industry concerning the price that will yield a fair return. By adopting value-added services, Donair Town is able to differentiate their offers and thus support higher margins. Rather than undercutting competitors which can erode profit margins, the local family owned business positions itself as offering fresh, daily, in-house prepared donairs with a unique and authentic taste. In addition to going rate and value-added pricing, Donair Town also uses product line, product bundle, and optional-product pricing strategies. The price steps between donairs take into account cost differences between each product in the line (i.e. meat and size) and are thus priced in increments of one dollar. By offering product combinations at reduced prices (quot;
Specialsquot;
), Donair Town is able to promote the sale of less popular products like salads or chicken fries. Finally, Donair Town offers optional products along with their main products by charging $0.50 for each extra topping. Not only does this increase the rate of return for the business, but costs for standard products are reduced to allow for slightly competitive pricing. The menu options at donair town are priced similar, if not cheaper than other donair restaurants in the lower mainland. They offer a range of different prices depending on the size and what the product is. This helps make the menu flexible and customizes to each individual customer. The customer can first choose the type of meat they would want with their donair. Lamb is priced at $5.59 for a regular size, falafel is $4.25, chicken is $4.99, and beef is $4.25. The donairs are also offered in three different sizes, regular, super and jumbo. ,[object Object]

Distribution channelsThe new store opening in Port Coquitlam is found in a populated and easily accessible area, surrounded by busy streets, bus loops, sky trains, and nearby shopping. There are currently ten locations of Donair Town restaurants in B.C., and will continue to expand in the future. Nearby competitors include: Dairy Queen, Sparta Greek Taverna, Omega Pizza & Wings, King Mongolian Grill, Koi Japanese Restaurant, and other retailers and fast food chains. The store embodies a hygienic environment, good ambience and decor including music from the radio, T.V. entertainment, and dine-in services. ,[object Object],Loyalty CardsWe will be creating a system of using loyalty cards for the customers, in which case this will entice customers to return to our location, and receive a FREE donair after nine purchases of any size donair or platter. This promotion will only be taking place at the new location of Donair Town in Port Coquitlam. This type of promotion is subject to change depending on what we would like to advertise and promote the most in order to gain the most revenue. Your TitleJessePhone: 555-555-5555Fax: 555-555-5555E-mail: someone@example.comPrimary Business AddressYour Address Line 2Your Address Line 3Your Address Line 4Business NameOrganizationBuy 9 Regular sized donairs and get the 10th one of equal or lesser value FREE!!! FREE 123456789Figure 1—Customer Loyalty Card -469681-425669Facebook We will be starting a Facebook group as well as a Facebook fan page and also an event for the grand opening. This will be used not only to generate word of mouth about the opening, but also about the restaurant in general.Twitter We will set up a twitter account to get the word out about the new location. Once the location has been established for some time, we will use the twitter account to continue to promote the restaurant and ongoing specials at that location.New Location Posted on YELP, dinehere.ca, restaurant guide, and foodinc.ca We will post the new location on Yelp and Dinehere.ca (as well as a few others that we have discovered), so that when people are looking for a place to eat online, Donair Town will appear first in their search on those sites. We optimistically think that being on those sites will encourage people to write reviews and comments about the food and service delivered. Comments that are posted on YELP for the other locations are favourable and we are confident that they will be for this location as well. Press Kits to Tri-city News We will send a press-kit announcing the opening of the new Donair Town in anticipation of gaining their attention, resulting in having an article written up for the company. This will enable us to develop a strong relationship with the local community, and feasibly with the Tri-city news. This business to business relationship can be beneficial for the both of us. Ad Announcing OpeningWe will be placing an ad in the Tri-City News Newspaper announcing that Sam (the owner) will be opening up a new location of Donair Town. The ad will feature a picture of Sam as well as the location of the new restaurant, and any desired promotional features. This could run for a full week, or a full month to gauge how the customer reactions are. 27305407035Figure 2- Ad in the local Newspaper Coupons & FlyersFor the opening we will be distributing flyers that have a map the new location, the menu and a coupon attached. The coupon will likely be a buy one get one free, or a free salad with purchase of a donair, (this will also promote the salads) or a free pop with the purchase of a donair of equal or lesser value.The other promotional flyers will be handed out close to the date of the opening, in the targeted consumer residences, as well as all feasible businesses that are in the surrounding area. This will include residential, commercial, and retail businesses. FIGURE 3—Flyer with attached coupon ,[object Object]

VII. SITUATION ANALYSISFigure 4--SWOT Chart ,[object Object]

STRENGTHSDonair Town is considered a well-priced fast food restaurant. However, unlike most fast food restaurants donairs are relatively healthy. Donairs are also considered foreign to a lot of people, because they did not originate in North America, therefore adding another appealing characteristic to this type of menu. This will encourage people to try something new and different. In addition, Donair Town caters to vegetarians, and people of unique tastes, which is a hard medium for a lot of other restaurants to cater to. Since Donair Town is a small family owned business, people will recognize the time and quality that is put into the food, which is why we like to prepare most of the ingredients ‘in house’. Being a small scaled operation, Donair Town can react to unsuspected environmental changes quicker than a large corporate company, as it has full control over its finances and business management options. ,[object Object],The main weakness that Donair Town pertains to is the required location. Donair town is not able to establish itself in a well populated area, because being close to a skytrain station, or areas like Granville Street in Vancouver have such high rental and leasing prices. Another reason that Donair Town is not able to establish itself in certain areas is because some locations require permeation. In order to counter this, we will provide exceptional customer service and perfect our recipes to have the customers coming back. Another weakness is the lack of advertisement Donair Town does on a regular basis in its past ventures. Advertising is generally quite expensive, especially if they plan on advertizing on the radio for example. To improve Donair Town’s awareness we will advertise through more cost effective methods such as flyers and advertisements in the local newspaper. Since Donair town is a small family operated business, they are not able to hire too many people. If a person was to be terminated, on vacation or quit, it would be difficult to find a well-experienced and reliable replacement. ,[object Object],Donair Town has a great potential to expand and become more well-known by the public. Donair Town can do this by selling their name to other restaurants but also becoming the suppliers for them. This will help and make sure that they are providing the same excellent quality of food. Donair Town has the possibility of franchising their business since they have sold past restaurants to new owners. The growing trend of people becoming more health conscious (especially in North America), can be an n exceptional future opportunity for Donair Town to increase business, and revenue. Alongside, following this trend, many consumers are very appreciative and interested in companies that are environmentally aware, and use biodegradable products. This would expand their customer base and also be beneficial to the local community, and surroundings. ,[object Object],Donairs, being a foreign food is a double-edged sword, it can help encourage people to try it, but it could also make some people hesitant, since they have never had it. Some people might not recognize the benefits of having a donair over a Big Mac from McDonald’s, so they may stick to what they are comfortable with or accustomed to. The costs of the ingredients needed are steadily increasing due to the ever changing economy. The price of meat for example, will in turn, force us to increase our prices which may end up with decreased sales. The location is on a busy street, but the front door is located directly on the busy road. This will deter customers who may be with a full family, and feel unsafe pulling over to the side of the road instead of being in a parking lot, such like a Denny’s may be. There is only parking located in the back if it is too busy on the road to pull over and park. 6482715-236855VIII. MARKET-PRODUCT FOCUS Marketing and Product Objectives Donair Town’s marketing intent is to re-enter the growth stage of the product life cycle by targeting new markets in the Port-Coquitlam area with its current healthy fast food menu choices. This new location will rely heavily on differentiating itself from the local competition to increase its market share and build consumer brand loyalty. Target Market The primary target market for Donair Town will be students, young professionals, single parents, and middle-income families ($30,000+) with enough disposable income to eat out on occasion living in the Port Coquitlam area. This market segment contains adventurous, compulsive, and time constrained consumers that seek nutritious, value-priced, fast-food alternatives. Figure 5—Descriptive Pie Chart ,[object Object],Points of Difference The following characteristics differentiate Donair Town from its local competitors in the Port Coquitlam area: ,[object Object]

Grilled; to prevent the consumption of undercooked meat, Donair Town cooks its meats twice: “once on the spit, and then grilled as the donair is being prepared.” CITATION Wik101 1033 (Wikipedia, 2010)

Taste trends. Due to the growing ethnic diversity in the Lower Mainland, Donair Town offers authentic Turkish cuisine to satisfy a niche market that its competitors have overlooked.DAIRY QUEEN (Direct Competitor)–GrillBurger with Large Fries, and a Large CokeNutrition FactsServing Size (2880g)Amount Per ServingCalories 1670 Calories from Fat 630 % Daily Value*Total Fat 70g 108%Saturated Fat27.5g 138%Trans Fat1.5gCholesterol 170mg 57%Sodium 2180mg 91%Total Carbohydrate 197g 66%Dietary Fibre7g 28%Sugars97gProtein 61g 0%Vitamin A 25%Vitamin C 6%Calcium 54%Iron 62%* Percent Daily Values are based on a 2,000 caloriediet. Your daily values may be higher or lowerdepending on your calorie needs: ,[object Object]

-regular sized donair $ can of pop

Amount Per ServingCOMPARE TO >>

Calories 389 + 155 (Can of Pop) = 544

Total Carbohydrate 47.7g 16%

Dietary Fibre 2.24g 9%

Marketing Plan For Donair Town

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