1. MARKETING PLAN
Adam Fiala
Adam Allen
Debra Wahl
Fredrik Mogab
Yvonne Garcia-Bardwell

2. TABLE OF CONTENTS
EXECUTIVE SUMMARY ............................................................................................................ 2
1. SITUATION ANALYSIS ....................................................................................................... 4
I. Mission .................................................................................................................................... 4
II. Organizational Structure.......................................................................................................... 4
III. Current Marketing Strategy ................................................................................................. 5
IV. Financial Condition.............................................................................................................. 8
V. Information Technology.......................................................................................................... 9
VI. Operations/Production ....................................................................................................... 12
VII. Research and Development................................................................................................ 12
2. EXTERNAL ANALYSIS ..................................................................................................... 12
I. Industry Trends...................................................................................................................... 12
II. Competition/Substitutes......................................................................................................... 15
III. Market Segment Data......................................................................................................... 19
IV. Social Trends...................................................................................................................... 24
V. Economic Factors .................................................................................................................. 26
VI. Legal and Regulatory/Political Environment..................................................................... 27
VII. Natural Environment.......................................................................................................... 29
VIII. Technological Environment............................................................................................... 30
3. SWOT SUMMARY .............................................................................................................. 33
4. MARKETING 4P RECOMMENDATIONS ........................................................................ 33
5. Endnotes ................................................................................................................................ 43

3. EXECUTIVE SUMMARY
****Are we takingthisoutand printingandreplacingthe original copythatDebwill signhere?****
Thank you for your involvement in the Metro State Open for Business program. This is a
wonderful opportunity and we are very thankful and honored to be a part of this project with
your company. Since the Metro State Open for Business program started in 2008 many local
companies and organizations have taken advantage of this opportunity, such as Altitude Sports
and Entertainment, Wynkoop Brewing Company and Alliance Flight Training. Market Force
looks forward to working closely with you this semester and learning about your great company.
I would like to introduce myself and my team to you. I am Debra Wahl, a senior studying
Speech Communication-Broadcasting with a minor in Marketing. Fredrick Mogab is a major in
Theatre with a minor in Marketing and Adam Allen is a major in Aviation Management with a
minor in Marketing. Adam Fiala is a major in Product Design and Development with a minor in
Marketing and Yvonne Garcia who is a major in Spanish and a minor in Marketing. For all of
us this is our last year at Metro State and we are looking forward to graduating and perusing
careers within our degree programs.

4. As a part of our project we will analyze your company, where we will make useful
recommendations followed by a suggestive marketing strategy to better serve you and your
business. This strategy will include a situational analysis of your internal and external factors
including financial condition, research and development, industry trends, current market
condition and operations/production. We will also provide you with a SWOT summary,
Marketing Recommendations that will lead us to provide you with a set measurable marketing
objectives and a budget that fits your business. We will conclude with Our goal is to maximize
your production as effectively as possible giving you the best possible results allowing your
company to prosper as a result of our marketing techniques that we provide for you. In order to
achieve this we will also look at the market competition and make educated decisions in our
marketing plan that we provide for you.
While we know that you have many qualified professionals to choose from, there are several
additional added values that we believe Market Force provides to this project. Market Force is
dedicated to providing you with a principal level of involvement. For this project, we see every
person being assigned a principal section of the Business Proposal. This will allow a particular
focus to that section while also ensuring the continuity of work product for the overall project.
Market Force is very grateful for this opportunity. We look forward to working with your
company this semester and taking our skills and knowledge we have learned in our academic
careers and applying them in the business world. We will eagerly be waiting to hearing from
you at your convenience and moving forward in this process. Thank you so much for your time
and involvement.

5. 1. SITUATION ANALYSIS
I. Mission
MissionStatement: To peruse a fun and successful environment by providing an entertaining
atmosphere. Accomplish this by providing premium service, top of the line products and giving
an all around great experience.
Vision: To have great service and a respectful, fun atmosphere which fosters success.
II. Organizational Structure
Company Description
Management Team Overview
Crimson and Gold Tavern currently has 22 employees. Chris Potter is the Owner/General
Manager, and makes all decisions for the business. Other key personnel are one assistant
manager, three bar managers, waiters/waitresses and cooks.
Job Descriptions
Chris Potter- Owner/General Manager/Bookkeeper/Administrative Assistant.
Lenny- Assistant Manager - responsible for overseeing Crimson and Gold Tavern employees,
and food ordering.
3 Bar Managers- oversee day-to-day bar operations.
The staff meets every week with their respective managers in order to communicate about
company-wide changes or issues. Also, there are monthly all-staff meetings where all of the
employees get together to talk about any changes that management wants to implement, any
employee questions, and to open up a discussion to answer or address any employee comments
or concerns.
Benefits/Wages
Cooks-$11.00/hour
Servers - $5.21/hour plus average of $10/h with tips
Bartenders- $5.21/hour plus average of $15/h with tips
Bar managers- $5.21/hour plus 2% commission on quarterly liquor profits.
Kitchen manager-
Employees also have an option to purchase affordable dental coverage provided by BrightNow
Dental.

6. Crimson and Gold Tavern Organizational Chart
Vendors/Suppliers—I think this segment needs to go under Operations
The organizational structure of Crimson and Gold Tavern includes the vendors as well as the
company within. These interactions are crucial to maintaining a high level of product that the
staff can supply to the customers. Chris listens to the vendors’ advice concerning new products
and what products the tavern stocks. Vendors will make recommendations and give promotional
offers to Chris regarding beverages. Chris is sometimes able to get discounts on liquor and beer
by doing various things for the Vendors such as promoting their products and selling their
products at a discounted price to the customer in order to maintain a high level of volume of
consumption.
List of vendors include:
 Republic National Distributor
 Coors Distributor
 Southwest Distributing Co
 Budweiser Distributing
 Ginnacle Distributing Co (provides most liquor)
III. Current Marketing Strategy
Products/Services Offered
Crimson and Gold Tavern offer a variety of products and services that include:
 Weekly Happy Hour Specials
Chris Potter
Owner
Bar Mangaer
Position Staff
Servers
Position Staff
Bartenders
Kitchen
Manager
Position Staff
Cooks

7.  $5 Lunch Specials
 Gift Cards only bought in-house, but available online
 13 TV’s
 Takeout
 Catering on request
 Free Wi-Fi
 Video Games
 Pool Tables
 Punch Card- Buy 5 Entrees and get your 6th Entrée Free
 Retail Items: Glasses, t-shirts, stickers
Nightly activities/specials/promotions
Monday Monday night football
Tuesday Trivia (apparently this has a big and loyal
crowd to the DJ)
Wednesday Karaoke
Thursday DJ (law students don’t have classes on
Friday)
Friday no specials
Saturday DJ
Sunday Random Specials
Sample Menu Offerings:

8. Price Strategy - Uses competitor pricing
Prices are right in the middle compared to other local college bars in the neighborhood.
Average price per person: $22
Prices range from $3 - $15
Place
Signage outside of restaurant
Promotion Strategies
Advertising
Crimson and Gold Tavern advertises with radio station 107X offering Crimson and Gold Tavern
gift cards as on-air giveaways.
Crimson and Gold Tavern also advertises with billboard companies like OutFront Media
Crimson and Gold Tavern’s website provides customers with the menu, happy hour specials,
offers, contact info, gift cards, and upcoming special events
Crimson and Gold Tavern works with Rewards Network App
Sales Promotion
Crimson and Gold Tavern offers $5 Lunch Specials
Selling
Crimson and Gold Tavern offers in house or take out services as well as catering for corporate
events, special events, and sports events.
Crimson and Gold Tavern seats 89 inside and 71 outside on patio.
Internet Marketing
Website managed by Chad Brennan -- IT director at DU.
Has a Facebook page and gets updated
Sponsorship
Denver Sports Properties
LED Signage
LED Ribbon Board
Courtside LED
Signage
Inside Windscreen- Peter Barton Stadium
Field Panel - CIBER Field
Corner Dasher Board-Magness Arena
Media
Radio - DU Hockey and Men’s Basketball radio
Print
Walk-Up Ticket Back- Ad on walk-up ticket backs
Activation
Event marketing- Opportunity to activate event marketing at ten Hockey, Basketball, or Lacrosse
home games.

9. IV. Financial Condition
Can we categorize thissection?
Sample:
 CurrentAssets
 OtherAssets
 Total Assets
 OperatingRevenues
 OperatingExpenditures
 Non-OperatingActivities
 NetAssetsat endof Year
Crimson and Gold Tavern is currently a profitable college bar in the up and coming Denver
University Neighborhood Area. The restaurant was able to make a total income of $972,035.82
dollars in the year of 2014 before all the expenses. After the cost of goods sold which was
$270,193.41 for the end year of 2014 the restaurant was still looking at a gross profit of
$701,842.41 in 2014. At the end of 2014 the owner Chris Potter was able to take home
$89,898.56 dollars. The means the company spent $611,943.85 on expenses through the year.
This expense margin is very high and with slight adjustments he should be able to take home
more this year. Although rent is not negotiable this is one of the biggest expenses that is faced by
Crimson and Gold Tavern every year. In 2014 rent was set at $112,250 dollars for the year. This
was before an expected increase of 3% after a contract renegotiation at the beginning of the 2015
as stated by Chris Potter. Currently the Payroll for Crimson and Gold Tavern is roughly around
$187,572.72 dollars as of the end of 2014. This included paying a general manager,
waitress/hostess, and bartenders for operations throughout the entire year. This is on top of the
$24,326.85 dollars a year that is spend on the payroll service ADP that handles payroll and tax
services as well. Another huge expenses for Crimson and Gold Tavern is insurance, which runs
$16,318.45. These are few of the uncontrollable expenses that come with operating a business.
Luckily Crimson and Gold Tavern is able to afford a healthy marketing budget each year.
Currently Crimson and Gold Tavern is Spending right around $60000 dollars or so a year on
marketing although this number is not yet dialed in completely. The owner tries many different
marketing methods and just tosses the one that are not beneficial to the company as a whole.
Financially Crimson and Gold Tavern currently has no way to track if the advertisements are
bringing in new or repeat customers. Roughly $40000 dollars of the marketing budget goes to
Magness Arena and other advertising at Denver University. While Crimson and Gold Tavern
owner Chris Potter makes a good salary we at Market Force believe the potential to exceed
$100,000 a year is not out of the question. One of the biggest controlled expenses is comps. On
the financial breakdown from 2014 these expenses accounted for $36.379.83 in food and alcohol.
For every dollar of comp’d food Chris Potter has the potential to make another dollar.
Financially Crimson and Gold Tavern survives on the sales of alcohol with about 2/3rds of the
annual sales coming from Alcohol while only 1/3 coming from the sales of food each year.
These sort of sales above average for a restaurant because of the alcohol sales which run about 2
to 1 compared to food sales. The graph below shows that the industry standard for profitability
on a restaurant is around 3% which is an average across all restaurants. We at Market force
believe that the financial condition of Crimson and Gold Tavern is good and sustainable for the
current market conditions. We at Market Force would like to see the current profitability of
9.15% jump to 11% by the end of the 2016 with the current recommendations that we are
providing for Crimson and Gold Tavern. We are going to do this by maintaining and lowering

10. the controllable costs while continue the same great service. Crimson and Gold Tavern is very
profitable for a restaurant that has only been owned by Chris Potter for the last two years. The
industry is very competitive and keeping up a good profit when many other restaurants offer
similar services is key.
V. Information Technology
Crimson and Gold Tavern utilizes two main systems in order to effectively operate as a
successful business: Aloha and ADP Payroll Services.
Aloha

11. *example of a an Aloha POS terminal display screen
Aloha is a Point of Sale system owned by the NCR Corporation. NCR believes that their Aloha
system allows restaurants, bars, and other service industries to optimize convenience and
maintain accurate and speedy service to their customer base. Aloha is a service that is built to
service all types of providers including fast food, fast casual, and fine dining establishments.
Aloha is mostly operated through built in terminals that are installed within a restaurant or bar.
Modified hand-held devices such as Ipads are also becoming a common way for wait staff and
servers to use the Aloha system. According to NCR Corporation, the Aloha system can be used
on customer devices as well. Aloha boasts that it benefits from the highest market share in the
industry. This means that a majority of servers and bartenders are trained on the Aloha system.
Having unified staff training is a plus for all businesses that use the Aloha system. If Crimson
and Gold Tavern had used another Point of Sale system in their business, they may have had to
spend extra time training their staff members to use the Aloha system. Because Aloha is a widely
used system, Crimson and Gold Tavern should mostly be able to count on any staff with prior
experience in the service industry being pre-trained and familiar with the Aloha system.
According to the official NCR Corporation website, Aloha has a track record of being favored by
employees. It is cited as being easy to use, and helps servers quickly and efficiently place orders,
close tabs, and provide excellent service to customers. Though the Aloha system utilizes the
Internet, it is not dependent on it. While attached to the Internet, the Aloha system stores
operating data in the cloud, but should the Internet ever fail, the Aloha system can still operate
efficiently without the risk of losing valuable payment and operating information.
The Aloha system is purchased through a subscription program. A once a month payment
provides Crimson and Gold Tavern with all of the services offered through Aloha. However,
terminals or Ipads must be purchased so that the Aloha software can be used. The Aloha
subscription service is a month-to-month payment plan that does not force a business into a
contract. Should Crimson and Gold Tavern ever decide that it no longer wants to utilize the
Aloha system, it would be able to stop its subscription to Aloha without any backlash or
penalties incurring. Many contract-based services have hefty fines and penalties for customers
who back out of a contract or change their minds about a service.
Aloha POS also offers theft protection and awareness, as well as system security. This ensures
that all vital and confidential information being stored on the Aloha system is protected. With
these protection features, Crimson and Gold Tavern will be able to operate at a safe level with
minimal worries. Aloha also offers break downs of all services and information stored on the
system. This includes total sales, server sales, category sales, item sales, average speed of
service, product mix, and labor costs. Aloha’s system data can make managing spreadsheets and
records convenient and easy for Crimson and Gold Tavern.
Overall, Chris and the Crimson and Gold Tavern team seem to be satisfied with the Aloha POS
system. Business review websites state that NCR Aloha system has poor customer service and
technical support. Should Crimson and Gold Tavern ever need help with the Aloha system, this
could become a problem.
Aloha systems are not cheap. The average cost of an Aloha terminal includes an $800 license
fee, $1,165 per terminal if each terminal is equipped with “Table” or “Quick Service”. The
system comes with POS software, a POS computer, cash drawer, touch screen, printer, scanner,
magnetic stripe reader, and keyboard with a display screen. Equipping the store with three or
more Aloha machines can quickly amount to over $5000, and that doesn’t include installation

12. fees, or the price of the service itself. Training fees of more than $2000 can also incur, as well as
a delivery fee that can amount to over $300.
Should Crimson and Gold Tavern decide that it no longer wants to use the Aloha system, there
are numerous other alternatives and competition for POS systems. Other POS system companies
include: Maitre’D, Vivonet, Lavu, Positouch, RDS powerflash, Waiterpad, Execu/Tech,
Deterministics, Telos, and nFocus. These other brands offer similar POS services, some more
expensive than Aloha, and some less expensive than Aloha, but the general consensus is that
Aloha is one of the better POS services on the market.
ADP Payroll Services
ADP payroll is a service that maximizes convenience for businesses when it comes to paying
employees. ADP also assists with employee income tax sheets. ADP’s payroll solutions offer
multiple options for paying employees including electronic pay cards, or traditional automatic
deposit options. ADP pays employees directly, counts clock in hours, deducts taxes, and mails
out W-2’s and other tax sheets to employees so that Crimson and Gold Tavern doesn’t have to do
the additional work.
ADP offers the ability to be incorporated into a business’s human resources office, benefits
program, and attendance tracking information. This service also tracks and audits employee
payment operations, and part or full time work status. Crimson and Gold Tavern is a small
business, but should Chris decided to expand his brand and operate other businesses, ADP offers
payroll solutions to small business, mid-sized business, large businesses, and even world-wide
businesses. According to budgeting data, ADP services cost Crimson and Gold Tavern around
$24,000 in the year of 2014.
Aside from those two systems, Crimson and Gold Tavern has invested in their website. The
website can be reached at www.candgdenver.com. The website design job was shipped out to a
company called “Get Found Fast” and according to Chris’ yearly financials, the job cost Crimson
and Gold Tavern $6,400. He also mentioned that he would not be partnering with them again.
The website has some issues. The links work, but it has now become outdated. The website
displays the original menu that Crimson and Gold Tavern was using in 2014, which doesn’t help
with Crimson and Gold Tavern’s image. Crimson and Gold Tavern has since updated its menu,
and is making even more improvements to it as time goes on. It is important for the website to
display and advertise these changes. The website also displays Crimson and Gold Tavern’s older
nightly schedule and events, but has not been updated to reflect Crimson and Gold Tavern’s
current events and customer draws. The website will need to be significantly altered if Chris
wishes to reach out to other demographics beyond his current college crowd. Crimson and Gold
Taver’s website mirrors the website of an average college bar, and not the unique and fun tavern

13. that Chris aims for it to be. Chris and his Crimson and Gold team are not very happy with the
way the website ultimately turned out.
Chris has also been able to keep up with Facebook for the most part. Social Networks are an
important medium for reaching out to modern tech reliant individuals. Crimson and Gold
Tavern’s presence exists on Facebook because of Chris’ personal efforts, but keeping up
Crimson and Gold Taver’s image on Facebook as well as advertising and communicating its
relevance takes a lot of effort and Chris would rather be focused on running and improving his
establishment.
VI. Operations/Production
Let’s categorize, as follows:
Staffing
Training
Daily operations and production
Customer service
Suppliers
Management controls
Administrative controls.
Currently Crimson and Gold Tavern operate mostly as a bar with the majority of sales coming
from late night alcohol sales. A variety of activities during the week including DJ’s, live bands,
and trivia night that also helps to bring in customers that want to have some fun. Most of the
activity is the late night bar scene that is filled by many college students that got to the
University of Denver and account for the $700,000 dollars a year in alcohol sales. The busiest
nights of the week are typically Thursday and Saturday. Most of the Students at the University of
Denver do not have classes on Friday so this typically fills in the business on Thursday night.
Saturday nights are the busiest nights of the week when the alcohol sales are at their peak. In a
typical busy night Crimson and Gold Tavern can maintain a capacity of 140 people as given by
the local fire department. This consists of 2 outside contracted security guards that are present at
the front doors. One more will also typically stay inside to monitor the distribution of alcohol
inside the restaurant. One big obstacle of Crimson and Gold Tavern is making sure that minors
and not served or receiving any alcohol. Currently Crimson and Gold Tavern uses a few
distributors and vendors the gain access to alcohol and food for the business. Currently their
main distributors of food and alcohol include U.S. Foods, Republic National Distributing, Coors,
Budweiser, Southwest Distributor, and Pinnacle Distributor. These 6 companies are able to
supply Crimson and Gold Tavern with their food and beverage needs for the entire.
VII. Research and Development
2. EXTERNAL ANALYSIS
I. Industry Trends

14. Charity Events
Restaurants, Bars and Nightclubs are starting to host charity events more frequently in order to
maintain their position within their community as well as enlarge their clientele. Example of
events can range from having a head shaving contest on St. Patrick’s Day for the St. Baldricks
Foundation to hosting an MLS awareness night to raise money and having a breast cancer
themed night where everything is pink and a certain percentage of the sales go to cancer
research.
Sponsoring Sports Teams
Another way establishments are looking to hold their position within the community is
sponsoring local youth sports teams ranging in age from elementary through college and then
even as far as adult leagues. Providing a team or several teams with a home base type of feel
where teams can meet before and after games will give the establishment the feeling of home
field advantage for that team.
Keep the focus on Millennials
Millennials generally have a disposable income and are considered to be very trendy. They
value their experiences through the latest trends in dining and don’t hesitate to pay more for
presentation and what is appealing to their eye as well as others. i

15. Simple is out and complex is in
Everyone loves a good margarita, but everyone is willing to pay more for a good margarita with
a corona bottle positioned upside down in it. With establishments furiously trying to come up
with something that their competition doesn’t already have or do the concepts and ideas are
getting more wild and crazy, which is just what the consumer is looking for. Martinis are
delicious and a great seller, but martinis with a fruit garnish in the shape or a flower or heart are
more attractive, or perhaps a flower like an orchid or hibiscus to top it off. Presentation is now
just as important if not more important than taste.
Ingredients
Restaurants are frequently advertising that they have a “scratch kitchen” meaning that most if not
all of their products are homemade on site, not delivered frozen with little to no preparation. In
an evolving health crazed society that counts calories, substitutes cards and rides the trendy diet
trains fresh and healthy ingredients are on the rise. Little touches do matter and do not go
unnoticed with customers. Simplicity such as infusing liquors behind the bar, creating unique
salad dressings, cooking up rare side dishes, using unusual spices and offering a beer and wine
list that compliments these items are now high in demand. ii
Social Media
Some places have been known to put their daily specials only on social media platforms in order
to boost their popularity on various networks. Printing logos for social media sites on menus, to
go menus and posting them around the establishment helps to raise awareness towards the guest
to follow them on social media so they can keep in contact with various special, events, new
products, etc. that the establishment offers. It is also a great way for happy and loyal patrons to
give feedback regarding their experience for others guests to see.
Promotions
Discount sites such as Groupon and Living Social hit society with a huge success! Many
establishments offer outstanding coupons on deals on these sites to promote themselves as well
as bring in what they hope will be a large volume of customers. Once these customers visit it is
the responsibility of the establishment to provide them with the excellent service and standards to
retain them and turn them into loyal patrons. There are also several other ways to promote that
don’t involve social media, but do not seem like a waste of time as well such as banners at train
stations, on the side of busses, billboards, advertisements on the top of taxi cabs, etc.
One of a kind offering
Establishments are starting to spend more time, research and effort into crafting dishes and
cocktails that are unique to them that you cannot find anywhere else. Examples of this can be
found in almost any reality show relating to food on networks such as The Travel Channel and
The Food Network. If a product is created that has won over the palettes of its customers, they

16. will go out of their way to obtain this. Where there is a will there is a way. Word of mouth also
plays a huge coordinating role regarding spreading the word about trademarked and featured
products. For example, there is a bar in Colorado Springs called The Rabbit Hole that has a
signature cocktail where a marshmallow is rolled in coconut and soaked in Bacardi 151 before it
is lite on fire and placed as a garnish in the middle of a Vanilla Martini. That is the signature
cocktail for The Rabbit Hole. In addition to specific establishments having their own signature
offerings various regions have also perfected their own style. Examples are Green Chili in the
Southwest, Lobster, Crab and Seafood in the Northeast, various forms of comfort food in the
South and Creole and Cajun food in New Orleans.
II. Competition/Substitutes
Food Trucks
Food trucks were first introduced into the food and beverage industry in 2008 and have been
rapidly increasing with popularity since. Food trucks can be seen as both competition and a
substitution. Since they are mobile, they have the advantage to relocate to any given point in the
city where there they are able to meet the wants and needs of their consumers. Convenience is
seen as one of their best attributes since they are mobile and can travel to various locations
throughout the day. Food trucks market mostly on social media posting updates on their current
and future locations for the day. This tactic encourages their loyal patrons to follow them closely
on social media in order to keep track of their locations as well as current menu offerings. Food
trucks also have a reputation for serving a unique and specialized menu that can only be obtained
through them. Examples of flavor specific food trucks in the Denver metro area include The
Biscuit Bus, Waffle Up, McDevitt Taco Supply and Croc Spot, which can all be tracked by GPS
on http://roaminghunger.com/den/. iii

17. House Parties
More and more people are starting to by pass the scene of going out all together and turning to dinner
parties and house parties as an alternative. College students start their nights earlier with parties in their
dorms, house parties and Fraternity/Sorority parties. At these locations they can drink for significantly
cheaper or no cost at all and can even avoid a cover charge that some bars charge to enter. House parties
many times can offer the same benefits as going out such as socializing with one another, consuming
beverages and meeting new people. Many college students will arrive at the bar of their choice later in
the evening for the atmosphere of being out and to mingle for new connections, although they will spend
significantly less money at the establishment due to their previous activities at house parties earlier in the
evening. House parties can also be more convenient giving them a more comfortable atmosphere and less
travel to their destination. House parties also provide an option for those who have had too much to drink
to stay a safe amount of time before driving which is a safer alternative to drinking and driving after
leaving a bar.
House parties are not just for the younger crowd but also the crowd ranging from 30-50 as well. The
more well seasoned demographics takes their house parties to a more appealing level by hiring a
bartender for the evening to come to their home and serve their party guest. These hired bartenders come
to the residence and can serve guest from an inventory of liquor that is provided by the host or the hired
bartenders can bring an assortment for the host at their designated price. Hiring a personal bartender for

18. their house party allows the host to mingle with their guest more and enjoy their company without the
hassle of serving them and waiting on them. Hired bartenders were once something that you saw mostly
at weddings but due to their provided alternative to going out their services are becoming more and more
in demand. iv
Neighboring Restaurants
In regard to restaurants and tavern in the area of Crimson and Gold Tavern, The Pioneer and Boone’s
offer the biggest and closest competition by providing similar products and services. In modern society
individuals rely heavily on word of mouth and online reviews when deciding where to take their business.
These are the biggest reasons why someone will try someplace new.
Online reviews can sometime make or break an establishment’s reputation. The following Yelp reviews
were taken from Crimson and Gold Tavern, The Pioneer and Boone’s within the last 6 months. v

19. Crimson and Gold Tavern: Boone’s:
The Pioneer:

20. Reason why customers leave an establishment dissatisfied:
III. Market Segment Data
The market situation will give a detailed look into the restaurant bar industry in the University
Park area (Denver, Colorado). Market Force will be looking at the industry that Crimson and
Gold Tavern competes in, which is the full service, casual-dining restaurant sector.
Definition of the market
The following section will define the market that Crimson and Gold Tavern competes in as well
as some direct competitors.
Crimson and Gold Tavern is classified in the foodservice industry as a full service restaurant and
bar, located at 2017 S.University Blvd., Denver, Colorado.
Crimson and Gold Tavern direct competitors listed by location include the following:
Boone’s Tavern - Laid-back watering hole featuring 25 TV’s, house made American grub &
Colorado beers & spirits.
The Pioneer - Colorful, vintage hangout popular for Mexican grub & margarita, plus 7-day-a-
week happy hour.
Redford's Tavern – Restaurant and Tavern, who just recently opened, offering a robust food and
drink menu, along with entertainment.

21. viMarket Size and Growth
This section is an overview of the food industry as a whole and the forecasted market growth.
In 2014, there were 10,959 eating and drinking places in Colorado.
In 2015, Colorado restaurants are projected to register 10.2 billion in sales.
viiThere are 10,870+ eating and drinking locations in Colorado.
Total restaurant sales in Colorado are expected to exceed $10 billion.
Colorado foodservice industry will employ approx. 264,200 workers.
Colorado restaurants will generate approx. $695 million in state and local taxes.
There are 2 million+ meals served in Colorado per day.
More than 75% of Colorado's restaurants are independently owned and operated.
Colorado and U.S. Demographics in 2015
Disposable income is expected to advance 3.5% in Colorado, compared to 2.8% nationally.
Population in Colorado will grow 1.3% compared to 0.8% nationally.
Total employment in Colorado is projected to increase 2.6%, compared to 1.8% nationally.
Total U.S. foodservice industry sales will reach approximately $700 billion, 4% of GDP.
U.S. consumers will spend approximately $1.9 billion per day on food away from home.
The restaurant industry is the nation's second-largest private sector employer with 14 million
people employed in 1 million locations.

22. Segmentation of the Market
This section will break down the market into distinct identifiable groups. This breakdown will
cover various types of restaurants that are in the full service restaurant industry. This will also
look at specific consumer groups who would be in the market to utilize the services provided by
a full service restaurant.
Segmentation of the businesses in the full service restaurant industry
viiiA full service restaurant is defined as a sit down eatery where food is served directly to the
customers’ table. These establishments may sell alcoholic beverages; provide takeout, delivery
or present live entertainment. The term “full service” can encompass anything from a family-
style eatery to an elegant restaurant; from casual dining to fine dining.
Full Service
The full service restaurant segment is made up of dining locations that do not require customers
to prepare or serve their own meals. Full service restaurants often feature menu selections
according to a cuisine type and may be limited. The price of a typical meal at a full service
restaurant may vary between moderate and very expensive. Customers who choose full service
restaurants usually are not pressed for time and are looking for a higher-quality experience.
Quick Service
Quick service restaurants include fast-food chains and casual restaurants that offer buffets and
take-out service. Similar to their full service counterparts, quick service locations feature menus
centered on a type of food, such as American or sub sandwiches. Some restaurants offer
customization, and meals usually are prepared in front of the customer. Most quick service
restaurants prepare meals immediately after a customer places an order. Serving times are
usually within minutes, and prices are relatively inexpensive. Food may be consumed off-
premises, at a customer's home or work location.
Eating and Drinking Place
The eating and drinking place segment includes caterers and refreshment stand vendors. Food
that is served by eating and drinking place establishments typically is consumed on-site. For
example, a catering company may prepare and serve a meal for a company's sales convention at
a hotel. Unlike a full service restaurant, the convention's attendees may partially serve
themselves and select food from a buffet-like assortment. Refreshment vendors may sell food at
entertainment venues that patrons consume immediately.

23. Retail Host
Located within gas stations and grocery stores are retail-host restaurants. These typically are
franchises of major brands, such as specialty coffee or fast-food chains. Some convenience stores
are replacing franchises with their own quick-service restaurants and menu items. These
locations give convenience and grocery store customers the option of freshly prepared meals that
are reasonably priced. The food usually is not consumed on-site.
Segmentation of major consumers for full service restaurants
University Park Neighborhood
Business Professionals- 25-44
RTD Lightrail Riders
ixUniversity Park Neighborhood
University Park neighborhood, located on the eastern edge of the University of Denver, is
bounded by I-25 and Iliff Avenue and University and Colorado Boulevards.

24. The large lot sizes, wide streets, central location, easy access to DU, lightrail, and I-25 make this
a good bet for future appreciation, and are among the many reasons that this neighborhood is so
desirable. Residents in this neighborhood appreciate the easy access to the many DU amenities
and venues as well as the coffee shops and local retail in the area.
University Park Neighborhood Highlights:
Ritchie Center – One of Colorado’s only two Olympic size pools, two ice-rinks, state of the art
fitness center. Memberships are available to the greater community
The Newman Center — hosts more than 400 performances each year, serving both the DU
campus and community
xUniversity Park Demographics
Total Population: 35,577
Median Age: 33.32
Total Households: 16,247
Household Income and Average Income
Median Income under 25: $23, 341
Median Income 25-44: $54,388
Average Household Income: $91,274
Median Household Income: $60,692
Average Household Total Expenditure: $65,249
xiDU Demographics
Women: 54 percent
Men: 46 percent
Countries represented: 46 total (including the U.S.)
DU Graduate Demographics
Master's degree students: approx. 4,100
Doctoral (PhD, PsyD, JD) students: approx. 1,550
Full-time: 53 percent
Average age: 30
DU Student Body Profile
Undergraduates: 5,643
Graduates: 6,166
Total number of students: 11,809
Faculty
696 full-time appointed faculty members, 90 percent with the highest degree in their fields.
RTD Light rail Demographics
RTD Ridership averages for January - May 2015 schedule
Station Name: University of Denver

25. Total: 3,951
Average boarding: 84,340
RTD Ridership averages for May-August 2015 schedule
Station Name: University of Denver
Total: 3,370
Average boarding: 73,250
IV. Social Trends
Specialty Restaurants and Bars
Consumers have expressed their demand for specifics when it comes to what they want so more
specialized establishments are on the rise. These include Brazilian Steakhouses, Tapas bars,
Breweries, celebrities/athlete owners and even different concepts such as upscale ramen
restaurants. Consumers, especially millenials are opting to spend more money at a location that
is viewed as trendy and upscale for their meals instead of places such as Red Lobster and Olive
Garden, which are now shifting their focus to the Baby Boomers by advertising a late afternoon
dinner for them.
Healthier versions
Many restaurants are now offering separate menus to accommodate those who are looking for
healthier options or have specific food allergies. Often times symbols are placed next to the
food descriptions letting the customer know that this item is gluten free, spicy, and organic or
many other options. Some of the top fast and casual restaurants that are on the rise with
millenials are Baja Fresh, Qdoba, Panera Bread and Chipolte. Meal prices can range from $8-
$15. xii
Local
Consumers can seem territorial and proud of their locations at times and are starting to show that
they prefer to support establishments that shop for their ingredients locally. This is also another
great way for the establishment to stay committed to the community they are apart of by
supporting them. Keeping the products local is not only great on the local economy but also
helps support small businesses within the community.

26. Apps
There is a new app called BARTENDr that can best be described as a social networking app that
keeps you up to date on the newest drinks, where people are drinking them at and it even
encourages you to meet up with various people at bars for networking. The app also allows you
to virtually describe your current bar scene to other member on your friends list through the app
which would encourage them to come out. For example, if someone was already at the bar and
there was a large number of young attractive women already there, the user would easily send
out a message letting the fellow users of the app know the current demographics of the bar in
order to better persuade them to come join. The current demographics of the app range from
Millennials through people in their mid 40’s. Using this app also allows bar owners to easily
track trends in alcohol and drinking before research and statistics come out, as well as not having
to pay for these reports as well and risk them being already outdated. BARTENDr also keeps
track of each individuals drinking pattern and is easily accessible for them to see so they know
what specific trend they are following and allows others to see their preferences. There are an
estimated 800,000 users already on BARTENDr and the app will soon be available
internationally. The app is available on both android and iOS. xiii

27. V. Economic Factors
Colorado’s economy has been on an upward trend for a while now. According to the Denver
Post, Colorado is on track to add 61,000+ jobs in the coming months. These jobs will
accommodate the many people moving here each year. The state of Colorado is also
economically outperforming the nation. When people are employed, it tends to be good news for
businesses. High employments rates lead to people having more money and being more willing
to spend their money. Colorado’s high employment rate and good economic standing benefits
Colorado businesses like Crimson and Gold Tavern in a crucial way.
Colorado’s good economy is expected to continue through 2015 and into the future; this means
that local businesses will continue to benefit from being part of the Colorado system. A good
economy boosts consumer confidence. Consumer confidence means that consumers are able to
spend more of their money without having to worry. In states with low customer confidence
businesses have to worry about their customers holding on to their money when the economy
continues to worsen. In a good economy the effects of inflation are much easier to counteract.
Despite rising rent costs, Colorado residents are able to make enough money from their jobs to
survive among the inflating costs of living. When consumers are able to afford their costs of
living, they are more likely to spend money on other non-essential things, such as a night out at a
restaurant or bar. The downside to rising rent costs is that businesses who lease their building are
subject to higher rent costs as well. Even with Colorado’s consumers being more likely to spend
money at Crimson and Gold Tavern, which may face difficulties in maximizing profits when it is
contending with higher rent costs.

28. VI. Legal and Regulatory/Political Environment
Business License: Crimson and Gold Tavern is a restaurant and tavern. The establishment serves
both food and alcohol and therefore needs multiple licenses. First, Crimson and Gold Tavern has
a business license. In order to obtain a business license in Denver, Colorado, business owners
must complete six steps.
The first step is to determine the type of business entity. The three types of business entities are:
Sole Proprietorship, Partnership, or Corporation/Limited Liability Corporation (LLC). In order
for Crimson and Gold Tavern to exist it is defined as belonging to “Potter Restaurant Group
LLC”. This confirms that Crimson and Gold Tavern is an LLC.
Step two, Chris needed to obtain a Zone Use Permit in order to own and operate Crimson and
Gold Tavern in the Denver Area. The Zone Use Permit specifications are determined by the
location of the property and whether or not Chris owned the property, or was renting the space
from a property owner. Currently, the building that Crimson and Gold Tavern operates in is
being rented by Crimson and Gold Tavern from a property owner.
Step three, multiple required documents are needed in order to own and operate a business in the
food industry. The first document a general questionnaire. The general questionnaire is used by
the city of Denver to obtain vital information about a potential business owner. The second
document is a Right of Possession document. This is a lease or deed that proves that a business
owner has a right to own a business in said location. Crimson and Gold Tavern is operating on a
lease. The third and fourth document are the Affidavit of Lawful Presence with Secure and
Verifiable identification. All four documents are necessary for a business owner to do business in
Denver.
Step four, fees. There are application and license fees based on the seating capacity of the
business. Crimson and Gold Tavern falls within the “101-500” seating capacity category. This
means that fees include: application fee of $250 and license fee of $300.
Step five, required inspections. Three different entities are required to inspect a business before it
can open. The Development Services division, the Denver Fire Department, and the
Environmental Health department.
Step six, get the business license. All documents need to be accounted for. All fees need to be
proven as paid. All inspection cards need signatures and to have been turned into the Denver
Business License office.
In addition to a Business license, a restaurant owner needs to also have proof of their Zoning
review, which would have been achieved when the business owner obtained their Zone Use
permit. The existing or new building will also require a Wastewater review, which will result in a
Sewer Use and Drainage Permit.
Building Permit: A Building Permit is also required to own a food service establishment. This
permit involves a three phase approval process for constructing a new building or renovating an
existing one. First, a complete set of plans for the necessary completion of the renovations or
new building which comply with the Denver building code is required. Second, if the plans are
approved, the business owner will need to acquire a building permit. All remodeling work done,
or all work done on the completion of a new building will need to meet and comply with
inspection.

29. Construction Permit: If any changes are made to an existing building, or a new building is
created, a Construction Permit will be required. To obtain a Construction Permit, a multi-part
Submittal Package is required for all Construction Permits. The submittal package includes:
Restaurant Plan Review Worksheet
Hot Water Requirements Worksheet
Total Water Requirements Worksheet
A food service establishment will require additional worksheets including:
Hazard Analysis Critical Control Point Plan (HAACCP) – Food Handling Procedure Manual
Restaurant Specific facility Floor Plan displaying required information from Section 1 of the
Restaurant Plan Review Worksheet
Restaurant specific Premises Plan displaying information from Section 4 of the Restaurant Plan
Review Worksheet
Restaurant specific information on the mechanical and plumbing plans as required by section 4
of the Restaurant Plan Review Worksheet
Proposed Menu including a list of foods which will require cooling after cooking and the method
that will be used to cool those foods
Specification sheets of all equipment including make and model numbers
Shop drawings of all custom fabricated equipment and cabinetry, drawn to scale
A complete interior finish schedule
Water Heater Specification including make and model number
Grease Traps
Range Hoods and Vent systems
Approximately Sized and Location Cleaning/Sanitary Equipment
Food Safety: Though not a permit, knowledge of food safety is required in order to handle and
serve food to customers. Food safety practices must comply with the Colorado Health Code.
Food safety practices will be inspected on a bi-annual basis by a Food Inspector. Inspection
findings must comply with the Colorado Health Code. The Colorado Health Code should be
displayed in the kitchen, where it can be easily accessed by managers and cooking staff.
Insurance: Certain types of insurance coverage are required by law. Workers Compensation
insurance is required for any business to hire employees. Establishments that have a liquor
license must also have Liquor Liability Insurance to protect themselves from instances that can
be caused by patrons under the influence of alcohol. Other highly recommended insurance
coverage’s include Property Insurance and General Liability Insurance.
Liquor License: There are 19 different types of Liquor Licenses. A Liquor License is required in
the state of Colorado for any establishment to sell alcoholic products to consumers. Crimson and
Gold Tavern falls under the category of a Hotel and Restaurant License. A hotel and restaurant
license allows the sale of beer, wine or distilled liquor by the drink for consumption on the
licensed premises when full meals are available; after 8:00 pm, light snacks need to be available.
For this type of license, food sales must be at least 25 percent of the gross income from the sale
of food and drinks combined. There is no limit on the number of hotel and restaurant licenses in
which a person may have a financial interest.

30. To obtain a Liquor License, any person over the age of 21, a corporation, partnership, or LLC
may apply for a Colorado Liquor License. It is not required for Colorado Liquor License holders
to reside within Colorado. Applications for Liquor Licenses are found on the Colorado
Department of Revenue website or may be obtained from a county, city, or town clerk’s office.
Liquor Licenses will be subject to renewal, and can be revoked by the state should a Liquor Law
be broken. Under no circumstance should a business owner ever make liquor available to anyone
under the age of 21 in the state of Colorado. Doing so will result in criminal charges, fines,
imprisonment, and the revocation of the Colorado Liquor License.
VII. Natural Environment
Colorado has a very diverse population, and job placement in almost every industry. It has seen a
massive influx of people from all over the U.S. and the world in the last ten years. Colorado is
also a dominant force when it comes to the beer drinking populace. As such, a desire to drink in
a social setting is common among Colorado residents. Crimson and Gold Tavern has a somewhat
diverse selection of beer ranging from huge companies like Budweiser to small local brewing
companies. Beer drinkers in Colorado like to have a lot of variety in the beer they consume.
Because Crimson and Gold Tavern is a Colorado business, it needs to be adaptable to the tastes
and preferences of the population. A diverse population does not just bring with it diverse tastes
in beer, but diverse preferences for food as well. Crimson and Gold Tavern serves good
American food, but just like with beer, Crimson and Gold Tavern will always have to be aware
of the changing preferences for food that is present in Denver locals.
Crimson and Gold Tavern is also located off of University Boulevard near Denver University
campus. University students between the ages of 21 and 34 are one of the biggest beer drinking
demographics. With the influx of people comes a large crowd of people seeking jobs, education
and beer. Beer drinking is synonymous with college. Crimson and Gold Tavern has an ideal
location for bringing in DU students that wish to unwind after hectic weeks of studying. It is said
that Colorado residents also enjoy spending time outside more than most people who live in
other states. Though the types that prefer to recreate in the Rocky Mountains are somewhat out
of reach for Crimson and Gold Tavern, there are still plenty of Denver residents and University
students who like to spend time running, biking, and playing various sports in the various local
Denver parks. Chances are these recreating types also like to drink beer. Crimson and Gold
Tavern can capitalize off of the unique type of people that live in Denver.
Though the weather can be harsh in the city of Denver, it doesn’t get as bad as it can up in the
Colorado Rockies. Some states have very mild weather and can often skip seasons all together.
Colorado is not one of those states, Colorado can range from being smoldering hot to freezing
cold in a period of a few days. Luckily, Colorado residents are used to it. The people of Denver
look to enjoy their lives no matter what the weather is like outside. The Denver populace is out
and about during the summer, but most of them won’t be deterred by a little bit of snow.
University is in session during the winter months, which means many students will be wanting to
get out of their cramped dorm rooms in order to socialize, get a bite to eat, and drink beer. These
students will brave the winter in order to do it, it is Colorado after all, and they’re used to it.
University Park is a huge residential area near the DU campus as well as Crimson and Gold
Tavern. This means that Crimson and Gold Tavern isn’t just surrounded by college kids: there is
an untapped market of adults who just might also enjoy having a night out drinking. The

31. residents of University Park are just as brave as the college students and could also be willing to
brave the winter to seek out good food and drink.
VIII. Technological Environment
A few of the technological advances that can be added to the restaurant environment would be
simple and are used by many restaurants around the country to provide a seamless and awesome
dining experience. One that is taking the restaurant industry is open table. OpenTable is a fully
automated reservations system for restaurants. The user only needs to go online or on the
application that is available for android of iPhone and pick the restaurant they are looking to
visit. Restaurants can be seen by area and well as just typing in the restaurant that you would like
to visit. Once the user has selected the restaurant, the program will show the days and times that
seating is available. As the user you are guided to pick the time and day that works best for you.
Once this is complete you can view your reservations of the application, or if done online a
confirmation email will be sent. This gives the ability to dine at restaurants a seamless and easy
reservation system that is becoming available on a widespread basis. We at Market Force believe
that by using this system you will become more in touch and available to be seen my customers
that want to go out and eat.

32. *Example of OpenTable Integrated into the Smartphone Application
Another industry leading trend is the use of a tablet called Ziosk. These tablets are used in higher
end restaurants to give customers the ability to be in touch with new products while giving
customers the ability to order additional food as well. A Ziosk is used in conjunction with the
current wait staff. The Ziosk is places on the table and after you are initially greeted by your
server the fun begins. The Ziosk allows consumers to order another round of drinks, appetizers
and even food at the convenience of their booth or table. Once another order is placed an alert is
sent to the server so they can get what was ordered. The Ziosk is also convenient if you have kids
of children. For usually only $1 you can have access to the many games that are on the Ziosk to
keep your children entertained while they are at the restaurant. The results have shown that
restaurants with a Ziosk system experience an 80% using rate from the patrons of the restaurant.
Also the price per head average increases with the ability to impulse buy more drink and well as
those appetizers and deserts.

33. *Shows the games that are available on the Ziosk tablet
This would really help Crimson and Gold Tavern while they further to continue and target the
family and higher end demographic. This system all allows the customers to pay as well as tip
right for their table while also being able to print a receipt. This convenience is perfect for any
customer that is stopping in for a quick bite and suddenly has to leave. Instead of waiting for a
server to return with a bill and pay they can just pay and leave at their own convenience.
*This shows the ability to pay on the Ziosk application
Last is an innovative application that can help to give Crimson and Gold Tavern a presence in
the to go order market. As stated by Chris Potter, only about 5 to go order take place a week.
This equates to less than only one a day. Slpickit is an innovative application that allows any
restaurant to add their menu online and allows for guests to order and pay for their to go food
right from their phones. This type of application is directly used from consumers that want a
more quality meal, but do not have to the time to visit and restaurant and place and order, then
wait for the food to be prepared. With this application a customer can place an order and pay for
it on the way and expect it to be ready when they get there. This is perfect for the college
environment and even the family that needs a quick meal on the way to a soccer game. This
application will change the way that Crimson and Gold Tavern operates with the to go market.
Chris Potter has expressed his lack in to go orders. This quick and simple apps gives more people
that live in the area the ability to connect with Crimson and Gold Tavern and have access to the
food that they life and what when they need it. Splickit also offers the features of gift cards.
When talking to Chris he stated that on an average month he does as little as only 5 gift cards for
the entire month. With the Integration of Splickit, the ability to easily integrate a gift card system
would be easier and cheaper than ever before.

34. 3. SWOT SUMMARY
Business Strengths
Business Weaknesses
 Although Chris was able to articulate the mission of statement when asked, there is no
clear present communication of C&G’s mission statement for customers to easily access
for themselves.
Market Opportunities
Market Threats
4. MARKETING 4P RECOMMENDATIONS
Product
 Crimson and Gold Tavern needs to adopt an organizational structure that is categorized
around the different products that Crimson and Gold Tavern provides their customers.
This should include: The bartenders could have a meeting separate from the
waiters/waitresses and back of house staff. Information that is pertinent to the bartenders,
such as the new beer selections or promotional offerings given by suppliers, do not
concern the rest of the staff. To maximize productivity of the meetings it would be better
to separate meetings based on the products being offered. By splitting up the meetings,
they will be more efficient for both the management and the other employees by
narrowing the topic of conversation. If the meetings are broken up by product, the
conversation about the selected product can be much more in-depth. Since there topic of
conversation will be restricted to only alcohol, for example, the meetings can go into
greater depth about alcohol without wasting other employees time, such as the dish
washers or other staff members not concerned with alcohol sales. Hosting meetings based
on product will allow the meetings to be shorter and more relevant to the employees
dealing with the selected product. By breaking up the meetings into shorter, more
concentrated occurrences, the information discussed will be better retained by the staff.
Price
Place
 Crimson and Gold Tavern should implement a carefully constructed mission statement
and vision. Sample mission statement for Crimson and Gold Tavern: “To become the
number one bar, restaurant and nightly spot for both college students and locals in the
University Park neighborhood, by providing the highest quality service and the most
exciting atmosphere.”

35. Product
Have more items on the menu that cater to your target demographic. Trendier salads, healthier
appetizers, more seafood options such as Rainbow Trout which is a local option, hummus, more
wraps and less burgers. Indicate next to menu items if they are gluten free, can be made spicy or
if they are low in calories to please anyone who is very conscience of their diet.
Since DU has a large number of International students as well as an already diverse population in
Denver add menu items that gives more variety. Pad Thai, Caribbean jerk chicken, sesame-
seared tuna, Cajun pasta or jambalaya, pirogues and green chili are good starting options. Also,
offer more side items such as fresh steamed veggies, wild rice, oven roasted potatoes, jalapeno
mac and cheese, tequila lime black beans and sweet chili glazed snap peas.
Test potential and new menu items by taking samples to large events such as youth soccer
games, local businesses and possibly local street fairs and farmers markets. Ask for specific
feedback on what they did and did not like about these items as well as what they would
personally prefer on the menu.
You can add some excitement to your sports bar food menu by adding an interesting sauce other
than classic buffalo. Try Sriracha Lemon Pepper, or savory fried garlic and green onion wings.
These cheap ingredients give you an easy cost effective way to keep up on industry trends.
Add some dimension and more options to burgers by including other meat options: veggie,
turkey, lamb, venison, chicken etc.
Have a ready-to-go option for students grabbing food before classes such as sandwiches, burritos
and wraps.
Crimson and Gold Tavern needs a uniform that is required by all the servers and employees. This
will give Crimson and Gold Tavern a sense of unity and professionalism as a restaurant and
establishment. A standard of all black shoes along with black pants and a shirt issued by Crimson
and Gold Tavern would bring a most standardized appearance that is the standard in higher end
restaurants and taverns.
Make the children that come in there feel just as appreciated and valued as the adults by having
their own separate paper menu printed out to be given to them. Provide enough choices to please

36. an undeceive taste buds without overwhelming them. On the children’s menu provide a coloring
page and activities page as well as an educational section with fun facts about Colorado, Denver
or something locally related. Provide crayons with children’s menu.
Hire a sous chef, someone who can make more than just burgers and sandwiches and is
imaginative and creative regarding rotating menu items.
The fact that the names of the food all relate to the University of Denver gives the restaurant
more of a college connection. It gives the impression that you are in a bar directed only for the
students and alumni of Denver University instead of a high quality restaurant.
Should think about expand catering more, to include outside organizations, and focus on more
business professionals. Provide a catering menu as well so bigger parties and events can plan
ahead easier.
Place
Since parking is very limited provide a few bike racks out front for guest to ride their bikes to
with a safe place to lock them up while they are in your establishment. Advertise new bike racks
on social media. Reach out to the Denver Cruisers with a specific special created just for them.
The front patio looks very uninviting and does not add any curb appeal to the establishment. It
would be suggested that a few small tables and chairs be placed out there as well as umbrellas to
accompany the set up for shade.
Add a few potted trees and small hanging plants and flowerpots to give it a very friendly and
inviting appearance. It will encourage customers to sit out there for a meal as well as come
inside the establishment out of curiosity.
There are times when the location is easy to miss especially if you are driving and do not get
stopped at any nearby stoplights. Attach an inflatable advertisement on the roof such as an
inflatable beer can or animal/mascot to collect attention of those passing by in a hurry.

37. Adding big garages doors to the front of the building would give the restaurant a more outdoor
feel that is a big trend in the area. This would make the whole place feel like an outdoor bar that
would help to bring more people in during the summer season. When we were driving around the
area to view the competition it was apparent that the outdoor patio space that the bars have to
offer bring in a large crowd when it is warm outside. This would not only make the restaurant
during the warm summer months, but it would give Crimson and Gold Tavern the ability to
directly compete with their competitors.
Add an awning on the front patio. The building itself is very square in shape, and though the
Crimson and Gold Tavern is very recognizable, it doesn’t pop out. The building and color
scheme do not do a good job of drawing the attention of potential customers; the building is dark
and fades into the side of the street. An awning would be a less expensive alternative to adding a
rooftop hangout or garage door on the side of the building. The awning would bring more life to
the front patio set up, and it would draw attention to the bar and set it apart from the other
buildings on the row.
More color/information/deals in the windows and less fluorescent lights and dark window space.
Crimson and Gold Tavern has a lot going for it. It has some killer drink specials, as well as good
food deals. The problem is that no one would know from the outside of the building. People who
attend the bar regularly are aware of the value provided by the establishment, but potential
customers on the street will have no idea. Fluorescent lights are also good to contrast the shaded
windows however, too many of them can seem cluttered. The fluorescent lights also work well
for a college bar, but are not necessarily synonymous with a restaurant or tavern. Well-designed
and informative posters on some of your street side window space may help inform new
customers of the benefits of eating and drinking at your business.
While the decor and condition of the bathroom was clean and industrial for a prominent college
bar, it needs an upgrade. Invest into upgrading the flooring and countertops as well as stalls and
toilets it would make a huge difference in appearance. The clientele that is going to be the target
demographic is going to be expecting nicer and higher quality restaurants that are the standard in
taverns and restaurants of the Denver area. The quality of the restrooms especially for women
can push away consumers if they are not up to standards.
Colorado themed interior decorations could use up some of the blank wall space and diversify
the appeal. Obviously, it would be bad to have a bar that seemed aimless and random, but
currently, even with all the college decor, the interior of the building is clean but somewhat
barren. There is a very fine line between cluttered and stylish, but more could be done to spice up
the way the interior of the building looks. Clean is better than dirty, but Crimson and Gold

38. Tavern feels almost like a warehouse, it has a lot of space and it’s clean, but it lacks a unique and
welcoming feel.
Construct the front porch to resemble a lounge with oversized padded chairs and smaller padded
sofas with small tables for people to relax on with their food and drinks. The more comfortable
they are, the more likely they are to stay longer. Provide heat lamps outside for the colder days.
Price
Create and advertising schedule and advertising plan, by year, to know how much he spends on
various parts of marketing per year.
Promotion
Pitch a wild and crazy menu idea to The Travel Channel or Food Network to be featured on one
of their shows, it would be a huge boost in free advertising and will attract tourist and more
locals. Get customers involved in pitch by using specific hash tags on social media and/or
starting a Facebook page to gain the network's attention. Reality TV shows are based mostly off
of characters than storylines. Sell your personality and passion for your establishment above all.
Advertise that you are a “Wisconsin Badgers Bar” and a “Wyoming Bar” so more fans can
attend. Colorado is a state with a growing number of transplants from out of state bringing new
residents who are faithful to their home teams. Make digital flyers and update social media with
schedules, articles, pictures, facts and videos to get them excited to watch their team in your
establishment. Also, expand to other potential teams as well such as an SEC team like Alabama
or LSU that have huge nationwide followings.
Advertise at the closest light rail station with specific walking directions letting potential
customers know the close proximity they are to your location. It would be suggested that if they
mention they saw this ad at the light rail station that they could obtain a free beer or a percentage
off of their meal to compensate for their short walk.

39. Come up with an extravagant and over the top menu item that attracts people in the form of an
eating contest such as eating 5lbs of pirogues in less than an hour or eating a certain amount of
wings in an almost unbearable spicy sauce in a certain amount of time. Have a wall of fame and
free T-shirt as their prize. The T-shirt that they wear will also be a form of free advertising.
Due to the fact that the back patio backs up to an ally and cannot be seen my traffic off of the
main roads such as University, most people passing by do not know it exist. A sign or banner
hung out front on the fence of the front patio advertising it would generate awareness. Also,
advertising back parties on the patio on various social media platforms would also increase
awareness and generate more volume for parties and events there.
Update all social media sites such as Facebook and Twitter numerous times a day. Advertise and
promote daily lunch specials, drink specials and nightly activities in the bar such as Trivia and
Karaoke. Add more pictures that do not include the crowded Thursday night college scene so
your establishment looks more community friendly and does not intimidate new customers.
For attracting business professionals during the lunch hour, Crimson and Gold Tavern could
offer weekly specials, start a loyalty program and advertise free Wi-Fi. This could work well
with the lunch crowd, who might want to conduct afternoon meetings, and are looking for a
gathering place to do business.
Website needs to be re-designed: Upgrading the website will help attract a new clientele. Also,
add a song and have a picture slide show of menu items, specialty nights and pictures of the
tavern included on front page to draw more attention.
Use the camera already in the bar to broadcast the number of people in the bar.
In order to start busy nights earlier, encourage a power hour or ladies drink free hour before the
bar typically gets busy.
Create a more high quality folding drink menu that is present on all the tables. The current menu
does not offer a high quality or fancy drink options. The drink menus are geared specifically for
the college demographic and not the new demographic. Adding higher quality margaritas as well
as martinis would give the menu a better look and the restaurant the ability to achieve more in
alcohol sales.

40. Bring in a good grade report card and get a free beer during the summer to generate more
business during the slower months.
Create a custom C&G “digital stamp” that you add to all pictures that you upload to your website
and various social media platforms. It looks very professional and it also is another form of free
marketing on all of your pictures. An example would be pictures you take of guest during a
Wisconsin Badgers football game where you put your signature stamp on the bottom corner of
the picture. This guest sees their picture on your site and they either tag themselves in it or copy
it to their site, all of their friends and family are able to see the stamp and will soon begin to
associate the stamp with your establishment.
Let frequent and loyal guest know that for every certain number of times they “check-in” on
social media they are eligible for a free drink. This encourages them to check in every time
letting everyone on their friends list know where they are increasing your awareness to others.
Since there is a small fee of $5 to park in the parking garage advertising somewhere within the
bar, on the menu and on social media platforms that a free beer is rewarded when a parking
garage ticket is displayed. It will encourage more people to park their car in the garage knowing
it is safe, off the streets, they don’t have to continuously pay a meter giving them more time to
enjoy your establishment and potentially stay longer spending more money.
Have mimosa and bloody Mary specials on the weekend and start offering a brunch buffet to
accompany them.
At the beginning of July (or other slow times) send out flyers into the neighboring areas to
spread awareness about your business and any deals or drink specials you are willing to provide.
Though this method is tedious and takes some additional effort, the overall cost of making flyers
is affordable, and sometimes when people just don’t know where to go for their next meal, it
might be that random flyer in the mail or on their door that helps them make their decision,
especially if they are looking for a new place to try. There are many huge residential areas
surrounding your location, and perhaps the people who live there like to avoid the area because
of the college crowd, or prefer to travel to another part of Denver for their weekend outings, but
it may only take a small flyer with some information about your business to get them to change
their routine or try something that is closer to home.
Your most successful marketing push is your partnership with DU sports. It has helped bring a
lot of sports teams into your bar for lunch during the school year. Look into local summertime

41. bicycling, jogging, and recreational events to bring in customers who are unaffiliated with DU.
There are many parks in the area where local residents and their friends like to hang out during
the summer. These people typically love to drink and play sports, relax, and recreate. These are
customers who may be attracted to your tavern. Try to partner with recreational event hosts to
market your bar to this demographic. Also try to advertise in the area to spread awareness.
Host an 18+ party night to include a larger crowd. Host it on a Sunday night when there are no
other structured activities already scheduled.
Target university professors by having a teacher discount. This will help with summer slow
times. Also, suggest to them to occasionally teach class on the back patio or to suggest Crimson
and Gold Tavern as an excellent place for group gathering to work on projects.
For attracting the locals during the summer months, Crimson and Gold Tavern could do the
following:
-Wine Introduction
-Beer of the Month-Have a better selection of beers, for the novice beer drinkers
-Locals Night
-Discount on dinner for riding your bike
Direct marketing to special events on campus during the school year such as open house, career
day, homecoming, parent’s weekend and midterms/finals week. Also directly reach out to
various clubs such as math club, engineering camp and soccer camps on DU’s campus during
summer.
Crimson and Gold Tavern could benefit from sending out various different coupons to the target
demographic in an effort to find out who is coming in and what sort of coupons could sustain a
positive and long lasting audience. Use the coupons you collect the most as the main coupon that
is sent out since it works the best.
Use your menu, some of your wall space, patio fence space, and street-side building space to
inform your customers of new items and specials. Use a style and font that your target
demographic may be attracted to, and not just a regular sports bar banner. A restaurant and
tavern should have a unique feel to it. This method will require some graphic design and the
expenses involved with producing unique posters, but it could help Crimson and Gold Tavern
diversify itself from a regular college bar. Aesthetics are important, and if all of your posters and
advertisements look the same as the posters at the bar across the street, your bar will be just

42. another bar, instead of “the” bar to be at. A unique tavern feel may help Crimson and Gold
Tavern stand out when compared to other bars with similar offerings.
Misc.
Hire a communications manager, someone who can handle all the social media for the restaurant.
Be very mindful and considerate of the opinions of regulars, employees and all other
guests. Specifically ask them about what they would like to see. Suggest that if they come up
with a creation that is popular and works that it is added to the menu and named after them.
Add a world map and allow people to mark where they are from when they visit by placing a
small pin on their country, state or hometown. Other “hip” establishments have this. Though it’s
always good to be unique, it’s not always bad to utilize other successful ideas in your
establishment. Visiting bars should be a fun event that leaves long lasting memories with its
customers. People also like to leave their mark wherever they have had an adventure. The world
map allows people to represent their hometown. Perhaps creating friendly rivalries over which
town, city, state, or country shows more support for your bar. It is also fun to know that you are
spending time in a place where someone from England, Japan, Australia, or any other country
has also spent time.
Provide a suggestion box and let it be anonymous. People can be very timid regarding speaking
up and like to avoid conflict. However, all criticism is valuable and useful. Provide guest
feedback cards on all tables and instruct them to drop them in the locked suggestion box located
by the front door when they leave. This is also useful to employees who are fearful to speak up
regarding issue they might see to be a problem.
Host a brew science student beer contests at the bar and have the winning beer stay for a month.
Crimson and Gold Tavern’s new menu are great and the new menu is a big step forward from the
old menu, the only downside is the font on the menu was too small to read.

44. 5. Endnotes
i http://www.nightclub.com/operations/7-trends-2014
ii http://www.entrepreneur.com/slideshow/239015
iii http://www.pastemagazine.com/articles/2015/02/food-truck-nation-tracking-the-food-truck-trend.html
iv http://www.vinspireuk.com/
v http://www.yelp.com/biz/crimson-and-gold-denver?sort_by=date_desc
vi http://www.restaurant.org/Downloads/PDFs/State-Statistics/2015/CO_Restaurants2015
vii http://www.coloradorestaurant.com/newsroom/industry-statistics
viii http://www.franchisedirect.com/restaurantfranchises/fullservicerestaurantfranchisestudy2010/81/261
ix http://www.denverneighborhoodnews.com/university-park-neighborhood/
x http://www.point2homes.com/US/Neighborhood/CO/Denver/University-Park-Demographics.html
xi http://www.du.edu/explore/studentprofiles.html
xii http://www.forbes.com/sites/greatspeculations/2014/06/23/how-the-fast-casual-segment-is-gaining-market-
share-in-the-restaurant-industry/
xiii http://www.techtimes.com/articles/64964/20150701/social-network-app-bartrendr-creates-virtual-bar-reveals-
drinking-trends.htm