build your own restaurant with a marketing strategy project

1. YOUR TASTY MEAL
Customize Your Healthy Tasty Meal
Amanda haddad
(AUM)

2. Literature Review:
We want to open our restaurant to become the first in the industry with a good
reputation in the light meals with a good taste for specific people of “Hypertensive
patients and Diabetes patients ” with brand name “ your meal” and slogan "customize
your healthy meal".
This restaurant will be the first of its kind in Jordan, so in order to determine the
place where we want to open it , we studied several factors :
1- The place where the reputation of restaurant's service is better than any other
place
2- The target class of customers we want to visit our restaurant
3- Far from the noise and traffic jams
4- The rate of open hours per a day
After all of that we decided to open it in : Abdoun, because Abdoun is considered as
the most affluent and expensive district of the city . Also, It is one of Amman's
centers for nightlife and frequented by both local residents of Amman and tourists
alike.

3. * Situational anaylsis :
>> The Internal environment:
1- Enough financial recourses to open our restaurant.
2- Enough human recourse such as (waitresses, front line employee, dietitian,
managers, chef staff , accountant ….etc )
3- The organizational culture and structure (employee motivation).
4- we will use the best technology in order to creativity and save time of processing
>> The customer environment:
1-Who are our potential customers?
Our potential customers are (Hypertensive patients, Diabetes) , also people how seek
for health food .
2-what do customer do with our product?
- They will eat our product to have a healthy body
- We serve them breakfast , lunch and dinner so they will order the meal that fit there
time
- Also, we are interested in how customers dispose our packaging when they take the
remain food to home so from that point we think to make useful packaging to make

4. customers remind us every time they use our package which will be made of glass and
our slogan put on it in order to encourage them to eat healthy food more often .
3-where do customers purchase our product?
They will have our delicious and healthy meals just In our restaurant which is located
in Abdoun.
4-when do customers purchase our product?
We will be available to our customers anytime of the day, we will open 24/7.
5-why do customers select our product?
- Because we offer more healthy food items and better service
- we maintain the level of glucose in the blood.
-Improve the levels of lipids in the blood.
- Prevent the consequences of diabetes and Hypertensive, including heart disease,
nerve, kidney.
- we offer our customer not just healthy and taste great food but also we took for them
a souvenir picture and give it to them when they leave our restaurant with a card
"
Thank You For visiting your tasty meal restaurant "
6-why do potential customers not purchase our product?
- Non-customer perceives that they have better or lower-priced alternatives, such as
competing substitute's products.
- The firm’s product doesn’t match non-customers budget or lifestyles.
-Non-customer has high switching costs.

5. >> The external environment:
1-competition:
We must know our competitors and their current and future actions.
Our competitors are:
We have many competitors at the market with same or different specialties such as :
-The fast food restaurants: Burger king, MacDonald's.
-The Oriental food restaurants: The Lebanese house, Reem Al Bawade.
-The Indian and Chinese food restaurants : Noodasia, The Indian House.
- The sea food restaurants: The Ocean
-The restaurants in the same category of us: Subway, Salad House.
2-Economic growth and stability:
The general economic conditions includes inflation, employment and income levels,
interests rate, taxes, trade restrictions, tariffs and the current and the future stages of
the business cycle (prosperity, stagnation, recession, depression and recovery).
The consumer’s overall impression of the economy and their ability and willingness to
spend.
3-Political trends:
The managers should always stay in touch with the political landscape.
4-legal and regulatory issues:
We must know laws and regulations that could influence our marketing decisions and
activities.
5-Technological advancement:
The technologies have changed the way consumers and employees live and the way
that marketers operate in fulfilling their need.
We will create a database for our customers that provide us with the necessary
information.

6. We are trying to have an advanced equipments (digital ovens….etc) .
6-Socioculture trends:
We must know the changes in customer attitudes, beliefs, norms, customs and
lifestyles.
* SWOT analysis:
Strength:
1- Customized meals for each of these patients, in order to Reduce the intake of
diabetes and hypertensive
2- High quality of food that meets the health standards and delicious taste, With low
quantity of fat, sugar and salt .
3- Special dietitian to supervise on the cooking process and to ensure that the food
cooked in healthy way and meet the health standards and to answer on customers'
questions about the meals. ( so customers can meet and ask the dietitian about the food
we offer )
4- A delivery service.
5- When the customer's order the bill , we give them automatically a bag with a
restaurant brand name " your meal " include a box of plastic not carton to put the
remaining food .
6- Accept the Visa and Master cards.
Weaknesses:
1- The limited variety of meals the menus offers.

7. 2- Employees are not trained in a professional way.
3- Different tastes of people.
4- Awareness of the target customer is low.
5- Can't spread an awareness to the targeted customers in quickly way.
Opportunity:
1- Extend in the market by creating the right preconditions for customers behavior
change, and make them prefer eating a healthy food.
2- New product discoveries.
3- Other firms seeking alliances such as fitness club.
4- Enter new markets.
Threats:
1- Entry of new competitors with same menus and ideas
2- Product life cycle in decline.
3- Decline customer confidence.
4- Number of failure rates of those families within our program.
5-More expensive that other items of food.
Marketing research :
In order to study the market we did a Survey as the following , and we will
distribute it for several people to see there opinion about eating outside home :
This is an informed consent statement for research being conducted by Randa Al-
Masso, Zena Imderis ,and Aya Qutashat in the Marketing Strategy course from the

8. University of Jordan. Through this ---- minute survey we seek to see the behavior of
customers about eating outside home.
Your responses are confidential! But if you do not wish to complete the survey it’s not
compulsory. The data will be dealt confidentially and only for the purpose of
studying.
Sections 1 : Classification Questions :
* Your gender:
Male Female
* Your age falls within which category:
Less than 20 20-30
31- 40 41-50
51-60 more than 60
* Educational level:
High school Academies
University and higher education
* Social status:
Single Married
* Do you have any of these diseases?
Hypertensive Diabetes

9. Sensitive toward specific things other such as: ________
Don't have any diseases
Section 2 : Behavioral Awareness:
* How many times do you eat outside home per a month :
One time four times
less than four times More than four times
* With whom you eat outside home:
Alone Friend
Family Groups of friends
* Your ability to pay money for a healthy meal of food is :
Less Than 25 JD Between 25 JD to 50 JD
Between 50 JD To 100 JD More Than 100 JD
Section 3 : customers taste
* what type of food you prefer :
American Food French Food
Arabic Food

10. Chinese Food Italian Food
* Your Favorite drink is:
Fresh Drinks Cocktails.
Cold drinks Hot drinks
* What style of restaurants make you feel more relaxed:
Classic Stylish
* What Kind Of music you prefer:
Hip Hop Classic
Jazz Slow Music
Our Restaurant Mission and Vision :
Our mission : Commitment to provide a delicious, tasty and healthy food with the
best services to customers in the food sector in order to give customers unforgettable
experience .
Our vision : is to become the first in the industry with a good reputation in the light
meals with a good taste
 Segmentation :
Our restaurant will include seven segments of food menu:
1- Sandwiches Menu 2- Pizza Menu 3- Chicken and Steak menu

11. 4- Salads Menu 5- light Dessert 6- Pastry menu 7 - Drinks menu
so in our menu segmentation we focus in an introducing a variety menu in order to
make the customer more comfortable .
Every specific age will have additional choices such as the sandwiches for our
customers in ages (5 to 10)
Pizza for customers in age (11 to 25), chicken and steak for customers in age ( 25 to
40 )
For age ( 41 and more) we focus on salads for them because most of our customers in
this age are healthy food oriented more than others.
And most of the Hypertensive patients and Diabetes patients are from this age .
We consider that many diabetics who cannot control their blood sugar may have
complications such as hypoglycemia, so we suggested light desserts for them to avoid
high blood sugar
The same for the Hypertensive patients and pastry menu
Target market:
Our restaurant will be located in Abdoun where the most affluent and expensive
district in Jordan so it's a great place for people who want to eat in restaurant far away
from noise and traffic jams , also for those who seek for better service than any other
restaurant in Jordan
So , When we consider the place of our restaurant we realized that our target
customers will be of the high class of population levels to be able to pay the bill of the
meal they will order and to keep our restaurant in the high level of prestige between
other restaurants .
Our target customer ages will be densely and cover all ages from 5 years and above so
we focus on : groups , families , couples and friends .
Our main target customers are diabetics and Hypertensive patients but that's not mean
that our target is contain just of them .. because we oriented for all customers who

12. seek for healthy and tasty food too and for those on a restricted or prescribed diet .
Also, those who have committed to a healthy diet
Also our target oriented will be forthose who seek out for a new experience and like
to try new dishes .
* Positioning:
We offer a quality products that is made specific to each individual customer tastes,
we have a broad menu, but you can customize your own meal the way you want it.
The main position that we will take that our restaurant provides a fresh solution to
every day dining; we can also position ourselves as a fast food restaurant offering a
HEALTHY solution to customers with a unique experience.
The healthy attribute will appeal to many customers as health is of increasing
importance, and that way we can position ourselves.
Marketing strategy:
1- product strategy :
In our Slogan, we use Red Apple and green measuring tape because we want our
customers to perceived how healthy our food through following :
Last new study reports says that using a red plate may cut the number of calories you
take in -- without you even realizing it.
Red apple is the symbol of using red plate
Green measuring tape is symbol of two things:
1- Green color for health
2- measuring tape for the cutting calories
2- Pricing Strategy :

13. We will put a flexible pricing structures to meet the various developments in the light of
the sudden and marketing strategy of the restaurant
our pricing strategy will include the following :
Cost + transportation expenses + operating expenses + Rate of profit.
3- Distribution strategy :
Our distribution strategy will include the product delivery to the target customers at
the right time
Also distribution strategy include dealing with well-known suppliers who provide us
with fresh ingredients
4- Promotion strategy :
Our promotional tools will include advertising, mail (contact) direct, Internet as
well as various means associated with the revitalization of sales and increase
customers awareness of our restaurants and products .
We use our public relations in dealing with a fitness clubs to promote for our
product and gives a special offer for their customers.
We use advertising on t.v and radio and use the public relation to build brand
awareness such as :
* Print media -- local newspapers, magazines and student publications
* Broadcast media -- local programming and special interest shows
* Hotel guides, concierge relations, Chamber of Commerce brochures
* Direct mail -- subscriber lists, offices for delivery

14. All these tools will include the promotional sentence : "if you try it, you will like
it."