4. Survey
From
restaurant
email
list
Survey
format
was
asked
from:
excellent
to
poor
ra9ngs
Focus
Groups
20
randomly
selected
people
Blind
Taste
Test
(20
people)
Blindfolded
each
person,
and
put
two
plates
in
front
of
them.
Plate
“A”
had
half
of
a
five
napkin
burger
(the
restaurant’s
signature
-­‐-­‐
with
gruyere
cheese,
caramelized
onions,
and
rosemary
aioli
on
a
white
roll)
and
Plate
“B”
had
half
of
a
burger
from
the
compe9tor
Super
Heavy
Users
Asked
6
customers
that
go
to
Five
Napkin
on
a
regular
basis

7. Mission:
to
provide
the
community
with
a
hand-­‐crafted
sushi,
appetizer,
and
entree
salads,
and
a
full
selection
of
entrees
Culture:
casual,
fun,
and
neighborhood
feel
lines
of
business:
burgers,
sushi,
and
drinks
Priorities:
provide
customers
with
a
wide
variety
of
gourmet
food
and
drink
options

8. Primary:
Secondary:
From
a
broad
context:
Competitors
are
restaurants
that
have
a
variety
of
moderately
price
burgers,
as
well
as
menu
drink
options
and
other
entrée
options.
In
addition,
the
atmosphere
is
more
on
the
upscale
side.

9. Size:
7
Locations
General
health:
Economically
Stable
Rationality/seasonality:
Seasonally
based,
does
well
in
the
summer/spring
Distribution:
Four
loca9ons
in
New
York
City,
one
loca9on
in
Boston,
one
loca9on
in
Miami,
and
one
loca9on
in
Atlanta

10. Sales:
Average
around
one
million
dollars
a
year
Share
of
the
Market:
Us
30%
ownership
of
the
Boston
Burger
market
Them
40%
of
the
market
within
the
competitive
context
Strengths:
Us
Them
• Unique
atmosphere
Tradi9onal
style
burgers
• Aptly
named
Strong
bar
atmosphere
• Well
constructed
Solid
year-­‐round
customer
base
• Burgers
attract
specific
customers
great
loca9ons-­‐
waterfront
and
• Beantown
burger-­‐
Tourists
Newbury
street
Weaknesses:
Us
Them
• Trying
to
be
all
things
to
all
people
• Menu
is
not
unique,
lacking
in
variety
• Haven’t
dis9nguished
the
burgers
from
the
rest
of
the
menu

11. Image
and
awareness:
• Us:
don’t
have
a
clear
or
definite
image,
and
do
not
have
an
awareness
of
where
they
stand
in
the
market
or
what
differen9ated
them
from
their
compe9tors
• Them:
tradi9onal,
American
dining
for
everyone
Pricing:
• Us:
don’t
have
a
clear
or
definite
image,
and
do
not
have
an
awareness
of
where
they
stand
in
the
market
or
what
differen9ated
them
from
their
compe9tors
• Them:
tradi9onal,
american
dining
for
everyone

12. Pre-­‐existing
Communications
strategies:
• Website
• Online
reservations
• Twitter
• Facebook
Product
development
strategies:
NONE

13. Demographics,
lifestyles,
values:
Those
looking
for
a
reasonably
priced
restaurant
with
a
nice
environment
(i.e.
tourists,
kids
on
vacation,
families)
Relationships/attitudes
toward
the
category
and
brand:
Customers
are
not
familiar
with
a
distinct
concept
of
brand.
They
are
driven
by
location.
Usage
patterns:
No
local
fan-­‐base,
customers
go
there
once
or
twice
before
moving
on
Buyer
decision
dynamics:
Beantown
and
Five
Napkin
are
best
sellers
because
of
their
names.

14. Demographics,
lifestyles,
values:
Those
looking
for
traditional
american
cuisine
and
bar
atmosphere
Relationships/attitudes
toward
the
category
and
brand:
They
go
there
because
they
have
heard
of
it
before.
It
also
has
a
distinct
appearance
that
is
attractive
and
comfortable
Usage
Patterns:
Local
fan
base,
customers
go
once
and
continue
to
go
back
Buyer
decision
dynamics:
Bestseller
is
the
Joe’s
Original
Burger

16. Sales:
Increase
sales
during
off
season
by
20%
by
attracting
a
local
customer
base
Distribution:
Social
media,
Corporate
Connections,
Local
promotional
efforts
(ie.
Magazines,
appearances
on
television
shows,
Restaurant
week
partnership)
Competitive
Position:
We
came
up
with
the
idea
that
Five
Napkin
Burger
is
a
burger
boutique
as
opposed
to
a
burger
joint.
We
believe
that
the
Five
Napkin
Burger
is
the
Classy
Burger.
We
hope
to
appeal
to
people
between
the
ages
of
21-­‐30
who
are
trendy,
hot,
young
professionals
looking
for
a
gourmet
burger
and
want
a
consistent
location
that
allows
a
mix
of
business
and
pleasure.

18. The
Artistry
of
Burgers
• Visually
looks
tasty
• Appealing
to
all
senses
• Classy
• Flavor/ingredients

20. Target:
21-­‐30
year
old
trendy,
business
conscience,
urban
dwellers
looking
for
an
updated
version
of
the
traditional
burger.
Purpose:
• To
come
eat
at
5
Napkins
with
family,
friends,
or
co-­‐workers
and
order
a
classy
American
meal
Current
Response:
• “I
have
never
heard
of
5
Napkins
burgers”
• 5
Napkins
is
probably
just
like
any
other
burger
joint
• Typical
burger
joint
perception
:
• cheap
• fast
• casual
• not
that
good
food
Position:
• A
mature
environment,
casual,
vintage.
• Good
quality
classy
food,
gourmet.
• Fairly
priced
• Calls
on
all
our
senses
(decoration,
atmosphere,
good
food,
nice
music)

21. Benefit:
• Great
food
-­‐
The
client
knows
he
or
she
is
eating
fresh
ground
meat
and
can
taste
the
rich
ingredients
specifically
handcrafted
for
them
• Great
environment
leading
to
great
experiences
• Decoration
(i.e.
Reminds
people
about
"La
casa
del
Jamon"
-­‐For
people
who
travel
the
world
and
know
good
meat
-­‐
feel
a
certain
relation
to
the
product
if
they
recognize
this)
• A
fun
place
to
come
for
casual
drinks
and
a
meal
with
friends
(Happy
Hour
every
day)
• Decent,
moderate
price
Desired
response:
5
napkin
burger
was
a
classy
yet
casual
place
to
come
and
have
a
couple
drinks
during
the
happy
hour
and
eat
delicious
fresh
ground
meat
burgers.
I
love
to
come
to
5
napkins
every
chance
I
get
for
a
special
and
fair
priced
German/
US
cuisine.
Personality:
• fun
• semi
-­‐
causal
• mature
• vintage
• The
“it”
place
to
be

23. “The
goal
of
our
communica9ons
plan
is
to
refocus
the
image
of
5
Napkins
burgers
as
the
home
of
gourmet
ar9san
burgers.
We
hope
to
appeal
to
people
between
the
ages
of
21-­‐30
who
are
trendy,
business
focused
looking
for
a
gourmet
burger
whose
environment
reflects
the
class
of”

24. Menu
Revamp
Five Napkin Burger
Suggested Side: Tuscan Fries
Drink Pairings:
Beer: Blue Moon: Spring Blonde Wheat Ale
Wine: Merlot
5
Cocktail: Peach Bellini BURGER
FIVE NAPKIN
1/3 Prosecco
Original Artisan Non-Beef Burgers
2/3 Peach Nectar blended with simple syrup
Italian Turkey Burger
Cheeseburger This burger is something a little different, the flavors of melted Italian mozzarella, spicy vine-
Suggested Side: French Fries sauce, vinegar peppers, sesame egg roll create uniquely pleasing flavor combina-
ripe tomato
Drink Pairings: tion.
Beer: Budweiser
Wine: California Zinfandel
5 Napkin Veggie Burger
Cocktail: A deliciouson The Beach
Pop Rocks patty homemade with local vegetables, topped with our house 5N sauce, b&b pick-
1/2 oz Vodka les, and famer’s market fresh lettuce & tomato on a freshly baked multi grain roll.
1/2 oz Midori melon liqueur
1/2 oz Chambord raspberry liqueur
Ahi Tuna Burger
3 splashs Pineappletruly unique burger, the Ahi Tuna Burger is marinated in ginger. Topped with scallions and
A juice
Rim glass with crushed Strawberry Pop Rockfried onions, on a sesame egg roll.
soy, Wasabi mayo, tempura candy
Bacon Cheddar Burger Kofta Burger
Lamb
Suggested Side: Tater Lamb Kofta burger features a lamb patty topped with chopped vine-ripe tomatoes, local
The Tots
Drink Pairings: farmer’s market cucumbers, homemade pepper & onion salad, our house tahini sauce, on a
Beer: Amstel Light
freshly baked soft white roll.
Wine: Pinot Gris
Cocktail: Frozen Margarita
2 tsp coarse salt
1 lime wedge
3 oz white tequila
1 oz triple sec
2 oz lime juice
1 cup crushed ice
Inside Out Burger
Suggested Side: Sweet Potato Fries http://www.cnngo.com/sites/default/files/imagecache/inline_image_624x416/2011/01/20/
Shanghai-cocktails----el-Coctel-Midnight-Negroni-----inline2.jpg
Drink Pairings:
Beer: Bud Light Lime
Wine: White Zinfandel
Cocktail: White Sangria
1/2 cup peach schnapps
1/2 cup cognac
1/4 cup white sugar
4 oranges, sliced into rounds
2 mangos, peeled and sliced
4 (750 milliliter) bottles dry white wine, chilled
1 liter ginger ale, chilled
Beantown Burger
Suggested Side: Homemade Onion Rings
Drink Pairings:
Beer: Samuel Adams: Boston Lager
Wine: Chardonnay

25. Corporate
Connections
Five Napkin Burger
5
Suggested Side: Tuscan Fries
Drink Pairings:
Beer: Blue Moon: Spring Blonde Wheat Ale
Wine: Merlot
FIVE NAPKIN
BURGER
Cocktail: Peach Bellini
1/3 Prosecco
Original Artisan Beef Burgers
2/3 Peach Nectar blended with simple syrup
We would like you to hold your next Catering Menu
corporate meeting, fundraiser, or gathering in our private Cheeseburger The Original 5 Napkin Burger
Suggested Side:Our famous namesake burger features 10 oz. of our own imported freshly ground beef, French
French Fries
room! Drink Pairings: gruyere cheese, sweet caramelized Vidalia onions, homemade rosemary aioli, freshly baked soft
Beer: Budweiser white roll.
Wine: California Zinfandel
Cocktail: Pop Rocks on The Beach Cheeseburger
PRICING: 1/2 oz Vodka A classic burger made with prime ingredients featuring 10 oz. of our own imported freshly ground
1/2 oz Midoribeef, choice of gruyere, gouda, provolone, mozzarella, or sharp cheddar cheese on a freshly baked
melon liqueur
Price includes one burger, side item, 1/2 oz Chambord raspberry liqueur soft white roll.
and fountain beverage per person, 3 splashs Pineapple juice
along with a complimentary bottle Rim glass with crushed Strawberry Pop Rock candy
Bacon Cheddar Burger
of wine for the room*. The Bacon Cheddar Burger features 10 oz. our own imported freshly ground beef, sharp cheddar
Bacon Cheddar Burger
cheese, savory bacon, local farmer’s market fresh raw onion, lettuce & tomato, on a freshly baked
Suggested Side: Tater Tots soft white roll.
10 people: $500 Drink Pairings:
15 people: $750 Beer: Amstel Light Inside Out Burger
Wine: Pinot Gris healthier alternative to the classic burger in a bun, 10 oz. of our own imported fresh
20+ people: (Please contact A slightly
Cocktail: Frozen Margaritawith b&b pickles, tomatoes and our house 5N sauce is wrapped in local famer’s
ground beef, topped
our manager for a quote) 2 tsp coarse salt market fresh lettuce.
1 lime wedge
*Bottle of wine can be substituted with 3 oz white tequila
1 oz triple sec
Beantown Burger
three pitchers of beer upon request. The Beantown Burger, one of our best-sellers is an original artisan burger created specially for our
2 oz lime juice
1 cup crushed ice
thyme seasoned roasted tomatoes, locally made Boston baked beans and homemade relish on a
freshly baked soft white roll.
Inside Out Burger
Suggested Side: Sweet Potato Fries
5
Drink Pairings:
Beer: Bud Light Lime BURGER
FIVE NAPKIN
Wine:SIDES Zinfandel
White
If you have previously partici-
Cocktail: White Sangria
pated in one of our Corporate 1/2 cup peachFrench Fries
schnapps
1/2 cup cognac Tuscan Fries
Connections luncheons, you
1/4 cup whiteSweet Potato Fries
sugar
are eligible to receive a 10% 4 oranges, sliced into rounds & Cotija Salad
Tomato, Avocado
Tater Tots
2 mangos, peeled and sliced
discount when you book the Homemade Onion Rings
4 (750 milliliter) bottles dry white wine, chilled
room. Cole SlawSteamed
1 liter ginger ale, chilled
Broccoli
Bowl of House Cured Pickles
Beantown Burger Salad
Side
Suggested Side: Homemade Onion Rings
Drink Pairings:
Beer: Samuel Adams: Boston Lager *See our website for locations and to see our full menu
Wine: Chardonnay
Cocktail: Boston Sidecar

26. Publicity
5
The Award Winning
FIVE NAPKIN
BURGER

29. Social
Media

30. 5
Napkin
Burger
Five
Napkin
Burger

31. e 5
CUnion
FIVE NAPKIN
BURGER