This document provides a business proposal and marketing plan for a new take-out restaurant brand called Clover. It analyzes the current restaurant industry trends of increasing take-out options and busy lifestyles. Research finds that young consumers want convenience but feel self-conscious eating take-out alone. The proposal aims to address this by positioning Clover as a luxurious yet casual brand that promotes an aspirational "New York lifestyle". Clover restaurants will be small spaces emphasizing quality food and a relaxing atmosphere. Marketing will target young women and promote Clover as a stylish dining option to overcome feelings of embarrassment around public solo eating.

1. 4thAmojeMarshe Food industry Marketing Award Business Proposal: CLOVER Revised version, 2009 Presented By Sangmin Lim, Hanhee Kim

2. Index 01_Situation Analysis 05_IMC Strategies 02_Root Problems & Solution 06_Expected Effects 03_New Brand 04_Management Strategies

4. Excessive competitions due to supply surplus

5. Emergence of food enterprises with huge capital

7. Well-being concept continues

8. Egotistic consumptionIncrease of single And dual-income family Increase of leisure time Extremely busy lifestyle of workers Expansion of take-out restaurant and growth of well-being HMR market HMR: Home Meal Replacement

9. 01_3 Expansion of Take-out chain and growth of Well-being HMR market New business leaders able to fulfill various needs of busy working consumers As take –out restaurants has come to market with outstanding growth Competitors 01_Situation Analysis 02_Root Problems & Solutions 03_New Brand 04_Management Strategies 05_IMC Strategies 06_Expected Effects <Successful growth of take-out restaurant market> ! Still promising in total restaurant business?

12. 01_5 Focus Group Interview “It’s convenient, but expensive compared to their tastes.. It’s a matter of the price in the end.” Jieun Kim (student, 24) “I am afraid that people might look at me and there’s no place to eat alone.” 01_Situation Analysis 02_Root Problems & Solutions 03_New Brand 04_Management Strategies 05_IMC Strategies 06_Expected Effects JihyaeBaek (student, 24] “It’s good enough for snack, but the portion is too small for meal.” Jia Jung (student, 21] “Delivery is much better because I don’t need to walk to the store, buy some and bring it back. It’s too much work. Hyaejin Hwang (student, 22] “It bothers me a lot when they are looking at me eating alone. I don’t feel comfortable. SarangChoi [student, 20] 20’s female college students

14. However.. Feels like being a New Yorker (feel that I look cool) My own comfort time in Cafe It will look weird when I eat alone Take-out food in lunch break and have it at park Having meal alone at busy times It would be rather to have expensive and fancy food Main Target : 20’s Women

16. 02_4 Solution Target customers are highly concerned with other’s eyes More than negative recognitions of take-out behavior. Line.1 We need to be able to implement a strategy to make consumers have a break time that people pursue. 01_Situation Analysis 02_Root Problems & Solutions 03_New Brand 04_Management Strategies 05_IMC Strategies 06_Expected Effects Line.2 Throughout food take-out, we need to be able to actualize their strong desire of following New Yorker lifestyle. Line.3 We need to be able to utilize the existing brand power of restaurant when we enter the market. New Formula Overcome of eyes Trend Marketing Brand Power Food Take Out + Suggesting new lifestyle = Becoming market leader

18. New Brand

19. 03_1 Brand Concept New Brand Comfortable Luxurious Stylish High quality food with relaxation and pleasure + 01_Situation Analysis 02_Root Problems & Solutions 03_New Brand 04_Management Strategies 05_IMC Strategies 06_Expected Effects Eating with “The Style” Consumers’ Needs Modern Lifestyle Pursuit of Well-being life Fast, but good quality Delicious Rest Delicious Style “ Feel Your Style” - Enjoy your meal pursuing the way you really want-

20. 03_2 New Brand: Clover CLOVER (Meaning) : Dreams comes true. (happiness, good luck) First leaf is hope. Second is faith. Third is love. Fourth is luck and Happiness. HOPE TRUST LOVE HAPPINESS 01_Situation Analysis 02_Root Problems & Solutions 03_New Brand 04_Management Strategies 05_IMC Strategies 06_Expected Effects

21. 04_1 Solution 1. Position Mentor : A manger who operates the whole restaurant(1person) 2nd Mentor : A chef and Crew (2person) Mentee : Part timers(1~2person) 01_Situation Analysis 02_Root Problems & Solutions 03_New Brand 04_Management Strategies 05_IMC Strategies 06_Expected Effects 2. System - Creating intimacy via communication with customers Kitchen table and storage Moving with customers Mentee Menu Bar Menu Bar Cash Desk Customers’ route Customers route Mentor MENTOR[méntər, -tɔːr] n. An experienced person who advices and helps somebody with less experience over a period of time

24. Trend analysis

26. Cold reactionsBy rapid responding to customers’ reactions, this feedback process keeps their attention from customers And minimizes risks of change of food trends.

28. A short moment of rest with standing seat

29. Maximizing trust and cleanness through opening kitchen [02] Mid-size space

31. Starbucks case study: Self-satisfaction

32. Providing Color options-”the style”

33. Pursuit of convenience and style at the same time The most effective factor to get over other’s eyes

35. 05_4 Ad- TV [1] V) Hesitating what she has 01_Situation Analysis 02_Root Problems & Solutions 03_New Brand 04_Management Strategies 05_IMC Strategies 06_Expected Effects V) Low appetite as even food V) Skip meals in busy day V) Feel bored when she eats V) Switch the scenes between clover and happy scenes As the scene shifts, the amount of clover is getting more. Sound] Soft and loose Sound) Exciting and active

36. 05_5 Ad- TV [2] 01_Situation Analysis 02_Root Problems & Solutions 03_New Brand 04_Management Strategies 05_IMC Strategies 06_Expected Effects “ Feel Your Style” “ Feel Your Style” with

38. Realization of the lifestyle that target group pursues and desires, and become food take-out behavior as a regular part of life

39. From now on, will be the leader of take-out culture. Thank you. Designed by Sangmin Lim, http://designplanner.wordpress.com