This document outlines a marketing strategy for Lazeez, a Middle Eastern quick service restaurant chain. It includes conducting influencer marketing campaigns on social media, introducing new menu items and branded products, organizing corporate social responsibility initiatives like charity sports events, developing a mobile app, and pursuing business-to-business partnerships. The implementation plan spans 3 phases over 12 months, starting with setting up infrastructure, followed by rolling out new products and campaigns, and culminating in the full launch of the mobile app and B2B partnerships. Return on investment calculations show that an Instagram influencer strategy alone could generate over 500% ROI through increased sales and customer referrals.

1. 1

2. Agenda
2
Story
Target Market
Campaign Ideas
Implementation Plan
Return on Investment

3. 3
1.
2. Focus is in the
Peel region.
Mission:
QSR for mainstream
Middle Eastern food.
Lazeez
Overview
3. Competitors: Osmow’s,
Paramount, Pita Land,
Shawarma Royale.
Social Media:

4. SWOT Analysis
Understanding Lazeez
4
Strengths
➢ Strong social media following in GTA on Instagram and Facebook
➢ Focus on franchise model has resulted in 40 locations
➢ Strong retail performance in Mississauga
➢ Value (Large portions for moderate prices) and extensive menu
Weaknesses
➢ Low market-share lags behind Omsow’s
➢ Impressions on branded meme content. Twitter account and other
social media accounts are not fully utilized
➢ Generic packaging (not branded)
Opportunities
➢ Vegetarian and gluten free customers
➢ CSR initiatives can be continued with local sports partnerships
➢ Growing demand for food delivery and QSR can be tapped into by
developing an app.
➢ Inclusive social media posts can be added and can expand to
similar demographic cities across Canada
Threats
➢ COVID-19 pandemic threatens closure of restaurants
➢ Changing consumer preference and values
➢ Aggressive growth by competitors and growing number of
competitors (franchises & single location businesses)

5. 6ix Man - Shawn
Meet Shawn
5
Who Are They:
15-27 years old, Male
Urban, living in the GTA
Social online and offline
What They Do:
Hangs out with friends
Like to eat big meals
Follow Toronto sports
Use slang such as “ting”
and “fam”
What Are Their Challenges:
Finding a Lazeez spot that is close to them
The wait time to get the meal
Not having friends to eat with

6. How Do We Engage the 6ix Man? And Beyond?
6
Social
Listening

7. Lazeez Marketing Strategy
7
.
1. Influencer
Marketing
2. New
Products
.
3. Corporate
Social
Responsibility
4. Lazeez
Mobile
Application
5. B2B
Partnerships

8. Influencer Marketing
Insights
8
Key Insight:
Lazeez Reviews:
Lazeez Mukbang:

9. 9
Micro Influencers Fans Local Advertising
Ask micro influencers to
post videos of Lazeez
meals – meal will be free
in return for content.
Sponsor GTA based
podcasts, YouTubers,
#FavouriteFood on Tiktok
Use #UnitedByTaste and
post picture of favourite
Lazeez meals. Bring
women in as well.
Influencer Marketing
Explained

10. New Product Innovation
Insights
10
Osmow’s Menu
Lazeez Menu

11. New Product Innovation
Insights
11
Lazeez Products
Lazeez Osmow’s
Wrapping not
branded
Exterior not
branded
Did not have
falafel on the
rocks on menu

12. 12
New Product Innovation
Insights

13. New Production Innovation
Explained
13
New Menu
Options
Beyond Meat
offering, gluten
free
Branded
Packaging
Vegetarian,
gluten free etc.
Lazeez Branded
Sauce
For Lazeez lovers
to keep enjoying
Sports Catering
Sports get-
togethers

14. Corporate Social Responsibility
Past Campaigns
14
$3 meals for NBA
Finals
Poppy campaign Superfan
basketballs contest

15. 15
Sports Charity Charity Basketball
Game
Single Day Promo
Partner with sports kids
camps in the GTA. Have
cross promotion.
Similar to Tim Hortons
camp day. Portion of sales
will go towards charity
sports initiative
Organize charity game
with fans and Raptors
905 players broadcasted
live on social media
channels.
Corporate Social Responsibility
Explained

16. Charity Basketball Game
Corporate Social Responsibility
16

17. Lazeez Mobile Application
Insights
17
What can be learned?
Osmow’s:
- Location
feature
incorrect
- Pictures
not visible
for over ¾
of options
- Formatting
Issues
Daily Deals from
McDonalds
Points from Tim
Hortons

18. Lazeez Mobile Application
Explained
18

19. Lazeez Mobile Application
Explained
19

20. Lazeez Mobile Application
20
Explained
App
development:
$47,000
Return year 4:
Up to 328%

21. 21
Restaurant
Partnership
Grocerant
Partnership
Ghost Kitchens
Brands
Restaurant Partnerships
Explained

22. Ghost Kitchens Brands
22
Explained

23. 23
How does this all work?

24. Sees favourite influencer
Watches video about
amazing Lazeez Shawarma.

25. Sees new menu and sauce
Orders vegetarian meal and
buys sauce for home.
Sees favourite influencer
Watches video about
amazing Lazeez Shawarma.

26. Enters in sports contest
Is selected to play in charity
basketball game.
Sees new menu and sauce
Orders vegetarian meal and
buys sauce for home.
Sees favourite influencer
Watches video about
amazing Lazeez Shawarma.

27. Enters in sports contest
Is selected to play in charity
basketball game.
Downloads Lazeez App
Starts ordering promotions on
app and getting points.
Sees new menu and sauce
Orders vegetarian meal and
buys sauce for home.
Sees favourite influencer
Watches video about
amazing Lazeez Shawarma.

28. Enters in sports contest
Is selected to play in charity
basketball game.
Downloads Lazeez App
Starts ordering promotions on
app and getting points.
Sees new menu and sauce
Orders vegetarian meal and
buys sauce for home.
Sees favourite influencer
Watches video about
amazing Lazeez Shawarma.
Goes to Walmart
Buys Lazeez at Walmart.

29. 29
How do we do all of this?

30. Short-Term
-Set-up infrastructure
for app.
-Start micro-
influencer strategy.
-Develop sauce
product.
-Update menu items.
-Start promotion for
charity sports day.
-Catering branding
released.
3 Months
Medium-Term
-Release beta version
of app on app store.
-Execute charity
sports day.
-Run influencer ads.
-Ghost Kitchen
Brands partnership
finalized
-Meat alterntative
products launched
6 Months
Long-Term
- New sauce
product launched
-Final app version
released and updated
-Begin advertising in
local podcasts
- B2B Partnerships
(Ghost Kitchen,
Grocerant)
12 Months
Implementation-One Year

31. The Lazeez Story
31
Influencer
Marketing
Product
Innovation
CSR
Event
App
Development
B2B
Partnerships

32. Questions?
32
THANK YOU !

33. Return on Investment
Instagram Transaction Value
33
Cost to run social media per month: $2000
Micro influencer strategy calculation from
Instagram: 10.5 k followers
Conversion: 3%
Avg purchase price is: $14
Avg Lazeez IG follower has 500 followers
Assume 2% will share on story and assuming
15% of friends will see one post.
Of which 3.5% will visit store and buy
Transaction Value Calculation:
10,500 x 3% x $14 = $4,410.00
transaction value per month
(10,500 x 2% ) x 500 x 15% x
3.5% x $14 = $7,717.50
transaction value through network
effect per month
($4,410.00 + $7,717.50) x 12 /
10,500 followers = $13.86 value of
follower per year.
ROI = (12,127.50 - 2000) / 2000 =
506% ROI