3. 1- Executive summary
Business Description :
• Heart Attack is a fried chicken and a burger founded in 2019 that provided the largest cheese fountain in Egypt;
trying to produce an exceptional taste where the melting cheese collides with their own fried chicken
trademark, offering a special taste. They work very hard and decide to extend Heart Attack so they opening
around nine restaurants in one year in different areas in Egypt such as (Shubra, New Cairo, 6th October, Maadi,
Mokattam, Heliopolis, Rehab City, Sheraton, and Nasr City. They have a commitment to the service is fast, the
place is clean and quiet, and the food is delicious. Today, The Heart Attack has become one of the most popular
restaurants that provide fried chicken in Egypt. The Heart Attack introduced some improvements and
modifications to increase customers and their affiliation with the company.
• The Heart Attack is working to expand its scope by using social media. Social media helps the Heart Attack
share their products on Facebook page . They serve big varieties of sandwiches. The products that heart attack
restaurants provide Beef Burger, Chicken Sandwich, Single Meals, Family Meals, Appetizers, Kids Meals, and
Cheese Fountain. Our mission to provide the most delicious fried chicken and burger sandwiches in the town,
they want their customers to create memorable moments in our restaurants. They continue to come up with
creative ideas to increase their customer visit such as the cheese fountain, it is so delicious. Also, they make the
customers make their birthdays in their restaurants in happy vibes.
10. 4-Company Analysis
Current situation:
Heart attack become one of the biggest fried chicken restaurants in Egypt and need to
develop the online presence in different channels to achieve the best sales and grow
up more.
Swot Analysis:
Strengths: It’s a famous restaurant in Egypt and many people know about.
Weaknesses: Don't has mobile app yet and the website is very simple and
don’t contain more information .
Opportunities: The market is active and most of Egyptian love o go out o
restaurants or depend on food delivery.
Threats: There are many competitors in this field and there ate well known and
must be special between them.
11. Heart Attack’s UPS (Unique Selling Proposition)
What is Heart Attack UPS ?
We must to define it and use it as strength point in
our plan .
It is the price ?
It is the quality?
It is a product or a dish no one of the competitors
offer it ?
13. Heart Attack’s buyer persona
1. Light dependency
• Mid to upper middle class
• Go to restaurant or order
food least once every other
week
• Sociable, goes out in groups
• Dependant or with a small
family
• Lives rent-free or in a low-
cost rental space
• Age 16-30
• Single to newly wed
• Educational degree holder
• Urban/suburban lifestyle
Socioeconomic profile Technology background
• Owns a smartphone
• Avid internet user
• Active chatter and engager
• Early technology adopter
Professional background
• Works part-time or on
freelance basis
• Mid-paying job
• Office or home based
Expected order
frequency
2-4/month
14. 2. Medium dependency
Socioeconomic profile
• Mid to upper middle class.
• Order or go to restaurant
once per week.
• Sociable, goes out in groups.
• Independant, bread-feeder.
• Lives mid-rental space or
owns a space.
• Age 25-50.
• Family person, or lives alone.
• Educational degree holder.
• Urban/suburban lifestyle.
Technology background
• Owns a smartphone or two.
• Internet user.
• Uses a lot of tech-products for
productivity.
Professional background
• Works full-time or a small
business owner.
• Office or field based.
Expected order
frequency
2-6/month
15. 3. Heavy dependency
• Upper middle to upper class
• Lives in a compound or a
suburban area.
• He invites a lot of his friends
to his house, he makes it
easier and order food.
• High school or university
student in a private entity.
• Posh lifestyle.
• Order food for themselves or
for family members.
• Works full-time or a business
owner.
• Upper mid to high-paying job
• Office or field based.
Socioeconomic profile Technology background
• Multiple smartphones per
household.
• Subscribed to multiple on-
demand services.
Professional background
Expected order
frequency
4-8/month
16. Channel Type Platform Medium Repurposing Goals Tracking
Online
Media
Paid
Facebook
Instagram
Static/Post - Engagement
Likes
Shares
Follows
Messages
YouTube Video ads
Facebook
Instagram
Awareness
Engagement
Video views
Facebook Audience
Network
Display Ads - conversion -
Organic
Facebook
Instagram
Static/Post - Engagement
Likes
Shares
Follows
Messages
Facebook
Instagram
User generated
Videos/Reels/Storie
s
TikTok Awareness -
Heart attack Digital media plan
5-Activities
17. Heart Attack Digital Plan Timeline
Platform Jun Jul Aug Sep Oct Nov Dec
Facebook Engagement Engagement New
Production
Assessment
& Revision
Engagement Re-
Engagement
End Of Year
Report
Instagram Engagement Engagement New
Production
Assessment
& Revision
Engagement Re-
Engagement
End Of Year
Report
YouTube Video Ads
Batch1
Video Ads
Batch1
Assessment
& Revision
Video Ads
Batch2
Video Ads
Batch2
- End Of Year
Report
TikTok Engagement conversion Assessment
& Revision
Re-
Engagement
conversion Engagement End Of Year
Report
