The document outlines a comprehensive marketing strategy for a restaurant that includes product positioning, target demographics, and various marketing activities. Key initiatives include increasing customer frequency, enhancing average check size, and leveraging local partnerships and social media for outreach. It emphasizes the importance of customer engagement, feedback, and loyalty programs to drive sales and brand awareness.

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2.  Menu
 Space Rental
 Full Bar
 Merchandising (caps and Tees)
 Carryout
 Takeout
 Gift Cards
 Full service Catering
 Special Events- Wine Tasting
Revenue Sources

3. 
 Café experience- The experience of dining as a
service
 Healthy and light Food- We offer healthy choices for
lunch and dinner
 Entertainment- We offer a relaxed and social
environment
 Bar- We offer a full bar for adult drinkers
Our Products positioning
statement

4.  Positioning of product or service
 Our marketing efforts should center around
why our food is appealing, sexy , high-quality,
or in some way unique and position it as a
lifestyle product.
Example.
 We provide a focused menu, quality food and full
bar and social experience for customers seeking a
relax, social and upscale environment.
Our Uniqueness.
 We offer a non traditional menu with a traditional
bar setting and a bed and breakfast you can stay the
night. (you can get drunk and stay healthy with
vegan and vegetarian food.)
Positioning

5. 
 Individuals: people that dine in by themselves.
 Families: a group of people, either friends or a group
of nuclear relatives dining together.
 Take out: people that prefer to eat food in their home
or at a different location than the actual restaurant.
 Carryout- People who order in groups (over $50)
who would like food delivered to them during lunch
Demographics

6. 
1. Institutional marketing- Promote the life style and
entertainment value through PR and Blogging
2. Program Marketing-Product and Retention Strategy
 To seek customer awareness, develop our customer base and
work toward building customer loyalty and referrals.
 Establish customer retention and customer engagement programs.
 Establish sales goals for staff to achieve (the perfect check theory)
 To provide food and drink programs that increase Average ticket
price and more consumption of our goods. Our programs should
target college, hospital and the local business community.
 Track our effort using POS and Google Analytics' to evaluate our
performance and reiterate.
Marketing Strategy

7. 
Our programs and tactic used will be centered
around 4 core attributes
 Increase customer frequency- (coupons and
specials by capturing customer information)
 Increase check average (waitress and bar
tender recommendations and up-selling tactic)
 Group size (target large group orders with
carryout and in-store
 Identify our hottest sellers, best approach and
get customer feedback and POS reports
 Increase our customer Rating
Core Marketing Objectives

8.  Get customer Feedback using survey form and survey
monkey via email.
 Increase our rating (direct guests to yelp and trip advisor and
Goggle plus)
 Lead capturing using mail chimp and facebook fan page
 Position up-sell influencers in the café (table-tops)
 Cross market other products (ex. catering)
 Use suggestive selling tactics
 Send weekly invitations, coupons and special discount via
email, foursquares, Yelp and facebook fanpage
 Track our best sellers and measure feedback
 Take customer order, service them, bill collection and post
sale tactics
 Food Sampling
 On slow days, send text campaigns to local customers
encourage them to stop by for specials.
Marketing Activities and
opportunities in-store

9. 
 Local Search (city paper, google maps and yellow pages)
 Social Networking (engage fans on twitter, Facebook,
Youtube and Photo-sharing sites)
 RSS and Blogs- (Post press releases, menus, food articles on
wordpress, blogger etc)
 Search engine- optimize for local and niche keywords to
drive traffic to website
 Street Promotions- Delivery menu and coupons to local
residents and businesses
 Strategic offline Partnerships- Reach out to local area school
and hospitals.
 Strategic online Partners- Identify online partners that drive
traffic and retain customers (opentable.com, delivery.com)
 Launch Google Adwords Paid program
Marketing Activities and
opportunities outreach

10. 
 Happy Hour
 Vegan Wednesday
 Karaoke
 Sports Bar
 D.C Government worker Day
 Community Day
 Sport Sundays and Mondays
 College lunch
 Wine Tasting Saturdays
 Wi-Fi & coffee
Café Weekly Programs

11.  Strategy
- Press Release should focus on our weekly programs,
accomplishments, new products and services
- Articles should be written in the areas of Travel, Food
and Nightlife
 Execution
 Get news featured in Print
 Post Press Release and articles to blog websites, social
networks, pr submission website and news site (RSS).
 Optimize Press release with high impact keywords
 Submit press release and stories to local bloggers
Public Relations

12.  Customer acquisition – word of mouth, referral,
flyer distribution, Google maps, local directories,
online search, PR and strategic partners
 Customer Retention- customer loyalty programs,
specials, coupons and appreciation days, email
acquisition, Birthday Invitations
 Up-selling- Sampling, Suggestive selling and
marketing materials
 Operational strategies- Identifying our most
profitable programs, products etc
Bringing things all
together

13. 
 P/L Statement
 Prime cost worksheet
 Break-even analysis
 Customer Feedback (Yelp, Usersvoice.com,
Going.com, Facebook, Twitter and message boards)
 Coupons Validated
 Email open rates and click throughs
 Event confirmations and ticket purchases
Success Metrics and
Tracking

14.  Employee Training
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