My Experiential Marketing class had the opportunity to pitch new ideas to the Apple Farm Restaurant in San Luis Obispo. My group came up with unique ideas such as a rotating chef and new menu additions and decor.

1. Apple Farm Idea Pitch:
The Restaurant
Kira Butz, Cam Garland, Malorie Morello, Kendall Wileman

2. Objectives
● Increase the number of locals who dine at the Apple Farm
Restaurant by 50%
● Attract a younger crowd by modernizing the brand personality
and creating a “SLO Crafted” menu
● Provide tourists with “must see” attraction recommendations to
encourage them to explore the town and live like a local

3. Apple Farm Restaurant Vision Board

4. Restaurant Activation Ideas
● Monthly “Apple FARMers
Market”
○ Located on property
○ Host local boutiques, businesses, food, etc.
○ Feature one SLO Crafted local on social media
○ Includes apple picking session, followed with
a apple pie / cider making class
● Modernize the Menu by Adding
Healthier Alternatives/Versions
of Classic Apple Farm Meals
○ Advertise special discounts more effectively
through social media
○ Vegetarian and Vegan Options
○ “Instagrammable” dish presentations
● Rotating Local Chef
○ Feature a local chef that prepares dining
experience once a week for a month
○ New featured Chef every month
● “Live Like a Slocal” Photo Board
○ Located in the restaurant
○ Features photos of locals doing their favorite
activities in SLO to inspire guests to explore
the community like the locals do

5. Target Audience
DINKS
Married with Kids
Cal Poly Parents
Locals
Non Hotel Guests

6. Evaluation
● Survey to capture how guests interpret our brand personality
○ If they fill it out, they are in the running to win a giftcard
● Track social media shares, tags, posts, etc.
● Track social media followers to gauge what type of audience we are attracting
● Track changes in restaurant sales following the menu change
● Track reservations and guest counts on days of rotating chef activation

7. Budget
Renovations $40,000-50,000
APPLE FARMer’s Market
Activation
$1,000 per market
Menu Revamp
(Graphic Design Work)
$30 per hour
New Head Chef $60,000 per year
Rotating Chef $30 per hour