The Stinking Rose seeks to implement a marketing strategy that enhances the existing marketing plan in order to create awareness and also to create a unique value proposition for their customers. The restaurant wants to capture 50% of the market share of the tourist segment and wants to differentiate itself from its peers based on the food and customer experience.
The restaurant’s estimated revenue is $8 million per annum. The marketing budget of three percent of revenue will be focused on marketing the restaurant to the tourist segment. The objectives of the marketing plan are to increase sales volume, market share, and maximize profits. The marketing strategy will be divided into 2 segments: Internet and traditional marketing. Special attention will be given to internet marketing to increase the tourist traffic to the restaurant.
Since The Stinking Rose has strong financial background and has been in the industry for many years, management wants to take their restaurant to the next level and would like to support an aggressive marketing campaign to create a strong awareness among the tourist segment. The focus of the internet marketing strategy will be to place the stinking Rose’s website at the top of the major search engines by partnering with google.com and improvising their presence on social media. The traditional marketing will include partnering with travel agencies, tourist buses and souvenirs.
The business plan proposes opening a restaurant called "Khai" in Chittagong to offer a variety of local and international fast food options with the goals of customer satisfaction and establishing a successful local brand. The plan provides details on the restaurant's operations, menu, marketing strategy, management structure, and financial projections to guide the launch and initial years of the business.
PINK'S DELIGHT is the first online fast food restaurant in Pune, India. It aims to provide customers with healthy, nutritious food options delivered quickly and conveniently. The restaurant recognizes opportunities to improve customer service and grow its business across India. Its strengths include being the first online restaurant in Pune and offering a customizable menu, while weaknesses include potential high employee turnover and gaining customer trust in online ordering.
The restaurant industry is highly competitive, and a well-prepared business plan is critical for success. The plan should provide a clear and concise overview of the restaurant's vision, target market, products and services, marketing strategies, management and staffing, and financial projections. This statement should define the restaurant's values, mission, and long-term objectives. The business plan should also include a description of the restaurant's location, target market, and competitive landscape. It should also detail the restaurant’s products and services, including the menu, pricing strategy, and quality assurance protocols.
The document describes a restaurant delivery service that aims to increase restaurant sales and profits through delivery and advertising without increasing costs for the restaurants. The service will print and distribute 30,000 menus, advertise restaurants online and through other media channels, handle all delivery orders and customer service, and pay for all associated costs. In exchange, restaurants will receive 70% of profits from delivery sales without having to incur any additional labor, overhead, or marketing expenses.
Skinny's is a growing fast casual restaurant chain that offers healthy food options. It has 64 locations currently open in the Northeast, generating $100 million in annual revenue. The presentation outlines Skinny's strategic plan to continue expanding nationwide by opening in more cities on the West Coast and establishing monthly membership programs. Key performance indicators include increasing revenue to $500 million, occupying major cities, and maintaining high customer satisfaction and low employee turnover rates.
UberEats is analyzing its pricing strategy for food delivery in San Francisco. The document outlines UberEats' research into competitors' pricing, customer survey data on willingness to pay at different price points, and a pricing model developed using penetration pricing. The model recommends initial lunch prices of $8-9 and dinner prices of $10.45-14.47, varying by zone, to maximize market share. It also provides timelines for when to gradually increase prices in each zone as the business reaches break-even points.
Restaurant business plan sample for start-up restaurant based in the Greater Vancouver area. Prepared by business plan writing professional Greg Newton, who you can reach at: NewtonGroupMarketing.com
This document provides tips for controlling costs in order to increase profits for a restaurant business. It emphasizes the importance of inventory control and using a food costing program to track inventory, monitor costs, and reduce food costs by 8% or more. Additionally, it recommends considering leasing equipment to control startup costs, utilizing efficient point-of-sale and accounting systems, and advertising through word-of-mouth and local options to test effectiveness. Controlling costs and increasing efficiency are keys to long term restaurant success.
The business plan proposes opening a restaurant called "Khai" in Chittagong to offer a variety of local and international fast food options with the goals of customer satisfaction and establishing a successful local brand. The plan provides details on the restaurant's operations, menu, marketing strategy, management structure, and financial projections to guide the launch and initial years of the business.
PINK'S DELIGHT is the first online fast food restaurant in Pune, India. It aims to provide customers with healthy, nutritious food options delivered quickly and conveniently. The restaurant recognizes opportunities to improve customer service and grow its business across India. Its strengths include being the first online restaurant in Pune and offering a customizable menu, while weaknesses include potential high employee turnover and gaining customer trust in online ordering.
The restaurant industry is highly competitive, and a well-prepared business plan is critical for success. The plan should provide a clear and concise overview of the restaurant's vision, target market, products and services, marketing strategies, management and staffing, and financial projections. This statement should define the restaurant's values, mission, and long-term objectives. The business plan should also include a description of the restaurant's location, target market, and competitive landscape. It should also detail the restaurant’s products and services, including the menu, pricing strategy, and quality assurance protocols.
The document describes a restaurant delivery service that aims to increase restaurant sales and profits through delivery and advertising without increasing costs for the restaurants. The service will print and distribute 30,000 menus, advertise restaurants online and through other media channels, handle all delivery orders and customer service, and pay for all associated costs. In exchange, restaurants will receive 70% of profits from delivery sales without having to incur any additional labor, overhead, or marketing expenses.
Skinny's is a growing fast casual restaurant chain that offers healthy food options. It has 64 locations currently open in the Northeast, generating $100 million in annual revenue. The presentation outlines Skinny's strategic plan to continue expanding nationwide by opening in more cities on the West Coast and establishing monthly membership programs. Key performance indicators include increasing revenue to $500 million, occupying major cities, and maintaining high customer satisfaction and low employee turnover rates.
UberEats is analyzing its pricing strategy for food delivery in San Francisco. The document outlines UberEats' research into competitors' pricing, customer survey data on willingness to pay at different price points, and a pricing model developed using penetration pricing. The model recommends initial lunch prices of $8-9 and dinner prices of $10.45-14.47, varying by zone, to maximize market share. It also provides timelines for when to gradually increase prices in each zone as the business reaches break-even points.
Restaurant business plan sample for start-up restaurant based in the Greater Vancouver area. Prepared by business plan writing professional Greg Newton, who you can reach at: NewtonGroupMarketing.com
This document provides tips for controlling costs in order to increase profits for a restaurant business. It emphasizes the importance of inventory control and using a food costing program to track inventory, monitor costs, and reduce food costs by 8% or more. Additionally, it recommends considering leasing equipment to control startup costs, utilizing efficient point-of-sale and accounting systems, and advertising through word-of-mouth and local options to test effectiveness. Controlling costs and increasing efficiency are keys to long term restaurant success.
Jalli's Restaurant is a proposed new restaurant in Bangalore, India. It will have indoor and outdoor dining areas serving Hyderabadi biryani, Chinese, Indian, and continental cuisine. The restaurant aims to provide efficient customer service and establish itself as a unique concept in the area. It will be located in Banshankari Stage III, a residential area near colleges and computer cafes that currently lacks restaurants serving its cuisine. The restaurant expects to attract youth, families, and couples aged 15-50 and reach break-even point within 1.3 years of opening.
Swiggy clone app & script for your online food delivery business. Mtoag offers the best swiggy like app to explore your food delivery business. Order now!
https://www.mtoag.com/swiggy-clone.htm
Feasibility Analysis to Start a New Indian Restaurant in UKAssignment Prime
In this competitive world it is quite difficult to open an Indian restaurant in UK. There is need to do proper analysis of market. This report helps you to understand the market in India.
https://www.assignmentprime.com/crm-assignment-help
Business plan on restaurant Hungry 24 Vaibhav Mali
This document outlines a business plan for a new restaurant management team. It includes:
1) Details of the management team members and their shares.
2) Mission and overall strategies covering business processes, financials, customers, and learning & growth.
3) SWOT, market, and competition analyses.
4) Financial projections and pricing assumptions over three years.
5) Descriptions of the menu, required staff, and marketing and customer attraction plans.
Subway has over 28,000 locations worldwide and seeks to open 1600 more locations in the UK by 2010. Their marketing program focuses on providing fresh, custom-made sandwiches and appeals to health-conscious consumers. Subway analyzes their strengths, such as their large size and brand recognition, and weaknesses, like outdated décor, to identify opportunities for growth and address threats from competitors. Their marketing strategies aim to increase sales and brand awareness through promotions, partnerships, and expanding into new channels.
Service Marketing Presentation-Tabaq and Pool ZoneMd. Samid Razzak
This is a presentation I made for my course "Service Marketing". It was fun presenting the greats' and the worsts' of service marketing firms. I tried to keep it simple because it was an academic presentation. Enjoy. :)
This document provides a marketing and advertising plan for Starbucks for 2011-2013. It includes an executive summary, situation analysis, marketing strategy, advertising plans, financials, and controls. The situation analysis discusses Starbucks' target demographics, market needs and trends, and performs a SWOT and competitive analysis. It finds that Starbucks' strengths include its large market share and brand perception as a premium quality brand. The document outlines objectives to continue growing Starbucks' locations, introduce new products, and expand internationally.
McDonald's competitive strategy plan aims to win back millennial customers, who now make up less than 50% of restaurant traffic. The plan proposes four key strategies - social activation, tech integration, social responsibility initiatives, and trend-focused sponsorships. These strategies include social media campaigns, mobile app rewards, charity donations, and sponsoring events like music festivals. The goal is for millennials to find their identities and values reflected in the McDonald's brand through these updated strategies, resulting in a 50% increase in millennial customer traffic across restaurants.
Bakeys Edible Cutlery was established in 2010 in India as an alternative to disposable plastic cutlery. Their edible spoons come in various flavors and aim to reduce plastic pollution. Their marketing channels include social media platforms like Facebook and Instagram, television commercials on environmentally-friendly channels, print ads in magazines focused on sustainability issues, and sponsoring green events. Their communication mix emphasizes that the cutlery is edible, helps reduce plastic waste that pollutes the environment, and their founder received an award for the innovative product.
Entrepreneurship Assignment:
I always dream of opening a restaurant and make my own
So This project make me realise how i can open one with a lot of research and knowledge.
This marketing plan is for a new 86-seat restaurant offering moderately priced family style food. The restaurant will offer international cuisine and specialty items like a children's menu. It will be located in a major shopping complex targeting individuals, families, and takeout customers. The marketing strategy focuses on advertising through banners, inserts, and social media to promote the high quality imported foods and comfortable atmosphere.
Foodpanda is a global online food delivery marketplace operating in over 40 countries. It allows users to order cuisines from over 25,000 restaurants worldwide via their website or mobile app. Foodpanda ensures a convenient food ordering experience without the hassle of traveling or planning ahead. It connects customers directly to local restaurants, who then deliver the ordered food. The company uses digital marketing and partnerships to promote its platform and expand its global presence.
42591723 chinese-restaurant-marketing-plan-1Sarath K
This document provides a marketing plan for a new Chinese restaurant. It outlines the market needs and opportunities in Karachi for authentic Chinese cuisine. The owner, Mr. Chen, has significant experience in Chinese cooking. The plan details the restaurant's mission, menu offerings, target markets, and positioning as a family-oriented establishment focusing on quality and healthy food. Financial projections estimate it will take 6.4 years and 54,000 customers to break even on the Rs. 4 million investment. The marketing mix and strategy focus on word-of-mouth promotion due to a limited budget.
Fast food is largely enjoyed by people around the world. This survey is conducted to find out which fast food chains are popular in Vietnam in terms of recognition and usage. We also wanted to find out how people order fast food online.
The results was collected nation-wide among nearly 600 males and females of the age 18-55 in August 2020.
This document is a sample restaurant business plan provided by FASTBusinessPlans.com. It includes an executive summary that outlines the business objectives, mission statement, and keys to success. It also describes the company, including ownership, legal structure, location, facilities, and services. Additionally, it provides a market analysis of the industry and target market. The marketing strategy section discusses the SWOT analysis, unique selling proposition, competitive edge, and marketing and sales plans. Finally, it covers the organization and management of the business.
McDonald's has a complex global supply chain to efficiently provide quality food ingredients and products to its over 34,000 restaurants worldwide. It has a large number of direct and indirect suppliers for items like beef patties, potatoes, onions, coffee, and equipment. McDonald's uses an e-procurement system where franchise restaurants place orders through a digital website that are processed and sent by logistics partners to ensure timely delivery. Their supply chain management aims to deliver affordable, safe food while meeting quality standards.
Foodpanda's marketing strategy involves partnerships with companies like Uber and IRCTC to offer discounts and delivery schemes. Their social media plan includes regular posting on platforms and monthly/quarterly campaigns around festivals and events. Foodpanda offers food delivery services in over 100 Indian cities and remembers customer addresses for convenience. The company was launched in 2012 in Singapore, raised $20 million in Series A funding in 2013, and has since acquired companies in Mexico and Just Eat India to expand its market leadership.
Sample business plan assignment for students. Its is simple, yet professional, and students can use it as a guide. You can contact us for a custom business plan template for students.
Restaurant industry report in Phnom PenhHoem Seiha
This document summarizes the results of a survey of 150 restaurant leaders in Phnom Penh, Cambodia conducted in March 2014. Key findings include:
- The majority (58%) of restaurant leaders view the current restaurant market as growing but competitive, while 26% see it as large and profitable.
- When asked about the past 5 years, 42% said there were not many restaurants then, while 17% said there were many new restaurants.
- Looking ahead, 65% predict the market will be more competitive in the next 5 years, though 33% think it will continue growing.
- 36% of leaders have plans to expand their business by opening 1-2 new branches in the next 3-
Jalli's Restaurant is a proposed new restaurant in Bangalore, India. It will have indoor and outdoor dining areas serving Hyderabadi biryani, Chinese, Indian, and continental cuisine. The restaurant aims to provide efficient customer service and establish itself as a unique concept in the area. It will be located in Banshankari Stage III, a residential area near colleges and computer cafes that currently lacks restaurants serving its cuisine. The restaurant expects to attract youth, families, and couples aged 15-50 and reach break-even point within 1.3 years of opening.
Swiggy clone app & script for your online food delivery business. Mtoag offers the best swiggy like app to explore your food delivery business. Order now!
https://www.mtoag.com/swiggy-clone.htm
Feasibility Analysis to Start a New Indian Restaurant in UKAssignment Prime
In this competitive world it is quite difficult to open an Indian restaurant in UK. There is need to do proper analysis of market. This report helps you to understand the market in India.
https://www.assignmentprime.com/crm-assignment-help
Business plan on restaurant Hungry 24 Vaibhav Mali
This document outlines a business plan for a new restaurant management team. It includes:
1) Details of the management team members and their shares.
2) Mission and overall strategies covering business processes, financials, customers, and learning & growth.
3) SWOT, market, and competition analyses.
4) Financial projections and pricing assumptions over three years.
5) Descriptions of the menu, required staff, and marketing and customer attraction plans.
Subway has over 28,000 locations worldwide and seeks to open 1600 more locations in the UK by 2010. Their marketing program focuses on providing fresh, custom-made sandwiches and appeals to health-conscious consumers. Subway analyzes their strengths, such as their large size and brand recognition, and weaknesses, like outdated décor, to identify opportunities for growth and address threats from competitors. Their marketing strategies aim to increase sales and brand awareness through promotions, partnerships, and expanding into new channels.
Service Marketing Presentation-Tabaq and Pool ZoneMd. Samid Razzak
This is a presentation I made for my course "Service Marketing". It was fun presenting the greats' and the worsts' of service marketing firms. I tried to keep it simple because it was an academic presentation. Enjoy. :)
This document provides a marketing and advertising plan for Starbucks for 2011-2013. It includes an executive summary, situation analysis, marketing strategy, advertising plans, financials, and controls. The situation analysis discusses Starbucks' target demographics, market needs and trends, and performs a SWOT and competitive analysis. It finds that Starbucks' strengths include its large market share and brand perception as a premium quality brand. The document outlines objectives to continue growing Starbucks' locations, introduce new products, and expand internationally.
McDonald's competitive strategy plan aims to win back millennial customers, who now make up less than 50% of restaurant traffic. The plan proposes four key strategies - social activation, tech integration, social responsibility initiatives, and trend-focused sponsorships. These strategies include social media campaigns, mobile app rewards, charity donations, and sponsoring events like music festivals. The goal is for millennials to find their identities and values reflected in the McDonald's brand through these updated strategies, resulting in a 50% increase in millennial customer traffic across restaurants.
Bakeys Edible Cutlery was established in 2010 in India as an alternative to disposable plastic cutlery. Their edible spoons come in various flavors and aim to reduce plastic pollution. Their marketing channels include social media platforms like Facebook and Instagram, television commercials on environmentally-friendly channels, print ads in magazines focused on sustainability issues, and sponsoring green events. Their communication mix emphasizes that the cutlery is edible, helps reduce plastic waste that pollutes the environment, and their founder received an award for the innovative product.
Entrepreneurship Assignment:
I always dream of opening a restaurant and make my own
So This project make me realise how i can open one with a lot of research and knowledge.
This marketing plan is for a new 86-seat restaurant offering moderately priced family style food. The restaurant will offer international cuisine and specialty items like a children's menu. It will be located in a major shopping complex targeting individuals, families, and takeout customers. The marketing strategy focuses on advertising through banners, inserts, and social media to promote the high quality imported foods and comfortable atmosphere.
Foodpanda is a global online food delivery marketplace operating in over 40 countries. It allows users to order cuisines from over 25,000 restaurants worldwide via their website or mobile app. Foodpanda ensures a convenient food ordering experience without the hassle of traveling or planning ahead. It connects customers directly to local restaurants, who then deliver the ordered food. The company uses digital marketing and partnerships to promote its platform and expand its global presence.
42591723 chinese-restaurant-marketing-plan-1Sarath K
This document provides a marketing plan for a new Chinese restaurant. It outlines the market needs and opportunities in Karachi for authentic Chinese cuisine. The owner, Mr. Chen, has significant experience in Chinese cooking. The plan details the restaurant's mission, menu offerings, target markets, and positioning as a family-oriented establishment focusing on quality and healthy food. Financial projections estimate it will take 6.4 years and 54,000 customers to break even on the Rs. 4 million investment. The marketing mix and strategy focus on word-of-mouth promotion due to a limited budget.
Fast food is largely enjoyed by people around the world. This survey is conducted to find out which fast food chains are popular in Vietnam in terms of recognition and usage. We also wanted to find out how people order fast food online.
The results was collected nation-wide among nearly 600 males and females of the age 18-55 in August 2020.
This document is a sample restaurant business plan provided by FASTBusinessPlans.com. It includes an executive summary that outlines the business objectives, mission statement, and keys to success. It also describes the company, including ownership, legal structure, location, facilities, and services. Additionally, it provides a market analysis of the industry and target market. The marketing strategy section discusses the SWOT analysis, unique selling proposition, competitive edge, and marketing and sales plans. Finally, it covers the organization and management of the business.
McDonald's has a complex global supply chain to efficiently provide quality food ingredients and products to its over 34,000 restaurants worldwide. It has a large number of direct and indirect suppliers for items like beef patties, potatoes, onions, coffee, and equipment. McDonald's uses an e-procurement system where franchise restaurants place orders through a digital website that are processed and sent by logistics partners to ensure timely delivery. Their supply chain management aims to deliver affordable, safe food while meeting quality standards.
Foodpanda's marketing strategy involves partnerships with companies like Uber and IRCTC to offer discounts and delivery schemes. Their social media plan includes regular posting on platforms and monthly/quarterly campaigns around festivals and events. Foodpanda offers food delivery services in over 100 Indian cities and remembers customer addresses for convenience. The company was launched in 2012 in Singapore, raised $20 million in Series A funding in 2013, and has since acquired companies in Mexico and Just Eat India to expand its market leadership.
Sample business plan assignment for students. Its is simple, yet professional, and students can use it as a guide. You can contact us for a custom business plan template for students.
Restaurant industry report in Phnom PenhHoem Seiha
This document summarizes the results of a survey of 150 restaurant leaders in Phnom Penh, Cambodia conducted in March 2014. Key findings include:
- The majority (58%) of restaurant leaders view the current restaurant market as growing but competitive, while 26% see it as large and profitable.
- When asked about the past 5 years, 42% said there were not many restaurants then, while 17% said there were many new restaurants.
- Looking ahead, 65% predict the market will be more competitive in the next 5 years, though 33% think it will continue growing.
- 36% of leaders have plans to expand their business by opening 1-2 new branches in the next 3-
This report is designed for restaurant owners and managers to help them improve their sales, efficiency and profitability. It contains insights on strategies, trends and ideas that will help you inject growth into your business. Report is designed by Blue Orb, a consulting firm based in Lagos-Nigeria. For more info, visit www.blueorbglobal.com. Enjoy and share!
This marketing plan is for The Smoke Shop restaurant in Boston. The restaurant opened in 2016 and has become very successful serving Chef Andy Husbands' unique "City Q" style of barbecue blending influences from different barbecue styles and New England seasonality. To increase late night profits, the restaurant will begin offering live music on Thursday, Friday and Saturday nights. The plan recommends strengthening social media presence, forming local partnerships, creating a late night music experience, and attracting nearby workers and residents to promote the new late night entertainment. It analyzes the competitive Massachusetts food industry and current food trends that are favorable like interest in barbecue but also threats like the rise of meal kit delivery services. The plan will develop strategies to take advantage of opportunities and address
This document provides a marketing research report on an Italian pizza restaurant. It includes an executive summary, introduction, objectives, literature review, secondary data analysis, research methodology, empirical findings, discussions, limitations, and conclusions/recommendations. The report was prepared by a marketing research team for a college marketing research class. It analyzes the pizza restaurant industry and college student customer base to understand preferences and develop brand marketing strategies. Empirical research was conducted through surveys of college students to understand pizza purchasing behaviors and satisfaction factors. The report aims to provide insights to help an Italian pizza restaurant effectively market to college students.
The document provides details on the marketing plan for a proposed new healthy food restaurant. It discusses the mission to exceed customer expectations through sensory experiences. It will target middle and upper middle class customers aged 16-40. The unique selling point is providing at least 35% lower calorie dishes without compromising taste. Advertising will be through colleges, gyms and organic vendors. The marketing mix discusses products like healthy foods and beverages, pricing to be competitive, locations in business parks, and promotions using discounts, loyalty programs, and digital/print advertising.
Bojangles' made-from-scratch biscuits are their primary product and driver of differentiation, leading to breakfast sales making up almost 40% of revenues. While ranked 12th in sales per unit among QSRs, Bojangles' is 27th overall and poised to become 4th in the chicken segment, indicating operational efficiency. Bojangles' status reflects economic and sociocultural changes, and they should leverage name recognition through digital technologies to attract younger customers and adapt to industry changes regarding health and regulations.
Irina Avrutskaya discusses how restaurants can adapt their marketing strategies during economic crises to attract more customers and increase profits. She notes that customers typically cut back on dining out and move to cheaper restaurant segments during downturns. However, some restaurants still experience growth. She provides recommendations for restaurants, including introducing lower-cost menu items, focusing on quality, implementing loyalty programs, celebrating holidays, and attracting customers from closing competitors. The key is understanding changing consumer behaviors and capitalizing on opportunities presented by the crisis.
Restaurant Monthly Update - November 2016Duff & Phelps
Despite the challenging year for the industry amidst the downturn in same-store sales and traffic, restaurant investments continue to flourish, especially for emerging entrants in the fast-casual category who are favored more by the Millennial consumer. Restaurants still remain an attractive investment within the consumer space, as traditional retail has been heavily impacted by the growth of e-commerce.
Running Head COMPANY ANALYSIS1COMPANY ANALYSIS 7.docxsusanschei
Running Head: COMPANY ANALYSIS 1
COMPANY ANALYSIS 7
Company Description and SWOT Analysis
Q #1
The McDonald Brothers is a NAB firm that provides frozen drinks including desserts, soft drinks, and milkshakes, manufactured from the fresh raw materials from the local farmers. The company can produce its beverages from a mixture of different flavors of fruits.
Q #2
The McDonald Brothers is a firm that supports and encourages lifestyles with by producing tasty and healthy beverages from fresh ingredients. The company’s mission is to enhance diets through the creation of flavorsome beverages that is made up of tasty and healthy raw materials such as milk, fresh fruits, juices, and vegetables. Through making of frozen beverages with nutrients from varieties of ingredients, the company ensures a nourishing and balanced diet for the consumers. The firm is aimed at using ingredients from the local farmers to enhance our social responsibility and also to support the activities of the local farmers. We are also focused on becoming a regionally known firm that capitalizes on the individual and families’ interests by making beverages as per the taste and preferences of the consumers. The company is at startup stage.
Q #3
Trend
The use of non-alcoholic beverages has tremendously increased in the country in the last few decades. This is because the population has shown a lot of concerns about their health. Most of the Americans have turned to be very sensitive to the needs of their health. They are also aware of the dangers of alcohol in the body. The majority of Americans have changed their consumption habits whereby they skip meals, and they only depend on snacks as perfect substitutes. Vigorous campaigns against alcohol have been held across the globe by various organizations, and this has enhanced the production of non-alcoholic beverages due to constant switching demands of the population. The McDonalds drink will, therefore, help the consumers as it is hangover free and the drivers can also drink it and drive. With the above qualities of our beverage, we expect to expand our markets to various regions globally at the rate of 15-18%. We expect to achieve this through market research to increase the qualities as per the customers’ tastes and preferences and also to create awareness about our brands to different potential consumers. The research conducted by Mintel indicates that approximately 56% of Americans consume snacks
The three reasons for choosing the McDonald Brothers (smoothies firm) is because it produces healthy beverages. The other one is because the products can be substituted for snack or milk and the last reason for choosing McDonald's is because the beverage is easy to make and portable. With the simple procedure of making smoothies, if one has the right tool, he can make it anywhere.
Q #4
Strategic position for the beverages
The main goal of the Company is to be the leading producer of non-alcoholic beverages in the ...
This document is a resume for Alexis Hernandez summarizing their career experience and qualifications. It outlines their experience as an Assistant Manager at Torchy's Tacos where they managed 80 employees and improved profit margins. It also details their role as a Fraud Specialist at JP Morgan Chase investigating fraudulent accounts. The resume lists their education including a Bachelor's degree in International Business Administration from Texas A&M-San Antonio.
This document provides a group project report for a marketing management course. It includes an analysis of the restaurant industry covering topics such as the economy, laws and regulations, costs, competition, and technology. It then presents the group's proposed restaurant concept called La' Giardino, including its mission statement, SWOT analysis, target market, marketing goals, and marketing mix strategies. The key details are that the group proposes an Italian garden-themed restaurant targeting upper and middle-income families in the Shahrai Faisal area of Karachi, Pakistan with competitive pricing and a focus on fresh, healthy foods.
ppt - Stinking rose restaurant - San Francisco - Strategic marketing planGolden Gate University
The Stinking Rose seeks to implement a marketing strategy that enhances the existing marketing plan in order to create awareness and also to create a unique value proposition for their customers. The restaurant wants to capture 50% of the market share of the tourist segment and wants to differentiate itself from its peers based on the food and customer experience.
The restaurant’s estimated revenue is $8 million per annum. The marketing budget of three percent of revenue will be focused on marketing the restaurant to the tourist segment. The objectives of the marketing plan are to increase sales volume, market share, and maximize profits. The marketing strategy will be divided into 2 segments: Internet and traditional marketing. Special attention will be given to internet marketing to increase the tourist traffic to the restaurant.
Since The Stinking Rose has strong financial background and has been in the industry for many years, management wants to take their restaurant to the next level and would like to support an aggressive marketing campaign to create a strong awareness among the tourist segment. The focus of the internet marketing strategy will be to place the stinking Rose’s website at the top of the major search engines by partnering with google.com and improvising their presence on social media. The traditional marketing will include partnering with travel agencies, tourist buses and souvenirs.
Trendystia MRC introduced the ConciergeVertical Labs solution for the benefit of emerging and established foodservice purveyors and technology vendors. ConciergeVertical™ provides content management, business support services, trade show marketing & administrative support and an idea vertical (lab), and . When industry purveyors want to sell, engage audiences and retain customers, they’ll look to ConciergeVertical (conciergevertical.com) for improved success rates.
Often, there isn’t enough time or headcount to keep the content engine going, to follow-up on all qualified leads, or to strategize outside-the-four-walls thinking around audience and customer engagement. This is particularly true with emerging and growing purveyors.
In addition to marketing and business-support solutions, as an idea vertical (lab), ConciergeVertical helps catalyze new opportunities and industry-born thinking around marketing programs, sales tactics and new methods of engaging restaurateur audiences.
ConciergeVertical makes boosting engagement simple:
ConciergeVertical Labs provides four main solution types, but is flexible as purveyor’s needs evolve:
Marketing solutions: content management, case studies, articles, blogs
Loyalty strategy and idea vertical: how to retain customers and better connect the dots between products, trends and application
Trade-show support: press releases, email campaigns, booth compliance, social selling
Business support: bookings, lead retrieval follow-up, temp marketing support
Contact concierge@trendystiamrc.com
This document provides an investor presentation for a restaurant company operating two brands: a Caribbean-inspired chicken restaurant and a Mexican restaurant. It outlines the company's growth strategy of accelerating development of both brands, highlights their strong financial performance and industry-leading sales volumes. The presentation also reviews strategies to drive continued sales growth through marketing investments, remodels, and expanding the footprint in existing and new markets.
This document provides a media plan for Sonic Corporation to increase brand awareness and familiarity in the northwest region of the United States by 50%. It recommends a national campaign focusing on designated marketing areas where new stores have recently opened or will open. The budget is $176 million. The media mix includes magazines, internet (blogs, social media), and radio. Magazines like Teen Vogue and Seventeen are targeted towards women ages 18-34. Internet and radio will also be effective at reaching younger audiences. Seasonal flighting is recommended with heavier spending in warmer months when outdoor dining is preferable.
Cross Cultural Should Be Considered In Fast Food Restaurant OperationAfifah Nabilah
This is a research paper for course LE 4000 (English for Academic Writing). Te main purpose of this paper is to show the ability of the students to write an academic research paper where the topics are chosen randomly by the students.
The document analyzes the quick service restaurant industry. It identifies three key success factors for quick service restaurants: offering a wide array of options to meet varied consumer tastes, including healthier options; emphasizing accessibility and convenience through multiple locations; and capitalizing on opportunities in emerging markets. The report examines the industry environment, key segments, and provides appendices analyzing factors like PESTLE, Porter's Five Forces, and business models. It concludes that adapting to trends like offering healthier menus is important for the continued success of quick service restaurants.
This document summarizes the feasibility study for opening a bakery cafe called Confections by Design Bakery. It analyzes different service styles and determines that a fast casual style would be the best fit. It describes the types of food products that will be offered, how the business will make a profit through quality food and customer service. It also discusses the target location and markets, and analyzes the restaurant industry and lifecycle to support the feasibility of this concept.
Similar to Stinking rose restaurant - San Francisco - Strategic marketing plan (20)
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
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Stinking rose restaurant - San Francisco - Strategic marketing plan
1. The Stinking Rose Marketing Plan, Tourist Segment
The Stinking Rose Marketing Plan- Tourist Segment
Maha Hanno | Neha Verma | Armando Vanegas | Ming Yang | Kevin Smith
Golden Gate University
Professor Hirschberg
2. The Stinking Rose 2
TABLE OF CONTENTS
EXECUTIVE SUMMARY ............................................................................................................3
SITUATIONAL ANALYSIS .........................................................................................................3
MARKET ANALYSIS.................................................................................................................4
POLITICAL AND LEGAL ENVIRONMENT ...................................................................................4
SOCIAL CULTURAL AND DEMOGRAPHICS................................................................................5
TECHNOLOGICAL ENVIRONMENT............................................................................................6
ECONOMIC ENVIRONMENT......................................................................................................6
NATURAL ENVIRONMENT........................................................................................................6
SUSTAINABILITY. ....................................................................................................................6
RISK ANALYSIS.......................................................................................................................7
MARKET TRENDS....................................................................................................................7
FOOD QUALITY. ......................................................................................................................7
PRESENTATION, APPEARANCE.................................................................................................7
HEALTH CONCIOUSNESS. ........................................................................................................7
SELECTION..............................................................................................................................8
COMPETITIVE ENVIRONMENT..................................................................................................8
COMPETITORS . .......................................................................................................................9
SWOT. ...................................................................................................................................9
MARKETING MIX ..................................................................................................................10
MARKETING PLAN. ...............................................................................................................10
PHILOSOPHY, MISSION STATEMENT......................................................................................10
VISION STATEMENT ..............................................................................................................10
MARKETING GOALS AND OBJECTIVES ..................................................................................11
MARKETING STRATEGIES......................................................................................................11
MARKET SEGMENTATION......................................................................................................11
POSITIONING. ........................................................................................................................11
INTERNET MARKETING .........................................................................................................11
TRADITIONAL MARKETING. ..................................................................................................13
FINANCIAL PROJECTIONS ......................................................................................................14
UNDERLYING ASSUMPTIONS .................................................................................................15
BREAK-EVEN ANALYSIS .......................................................................................................15
SYSTEM OF CONTROL............................................................................................................15
CONTINGENCY PLAN.............................................................................................................15
REFERENCES .........................................................................................................................17
3. The Stinking Rose 3
Executive Summary
The Stinking Rose is a California based restaurant established in 1991, it is known for using
garlic as the central ingredient for all their dishes. The restaurant is located in North Beach,
San Francisco’s renowned Little Italy area. It is said that when one is in San Francisco, one
has to just “follow their nose” and it will lead them to the most unique and entertaining
dining restaurant, The Stinking Rose: A Garlic Restaurant. The Stinking Rose serves 3,000
pounds of garlic each month and celebrates the culinary euphoria of garlic through their
dishes. The Stinking Rose offers California-Italian cuisine infused with garlic to enhance the
flavor of food and to accommodate every palate. The restaurant provides a charming private
dining experience with unique decors like hanging Chianti Bottles, glowing candles,
chandeliers and cozy booths.
The Stinking Rose is located in two famous tourist cities of California: Los Angeles and San
Francisco. However, the restaurant is planning to focus more on the San Francisco location as
the city has become a major tourist destination over the last couple of years and has
experienced an increase in the tourist segment since 2014. Therefore, the restaurant wants to
leverage the increase footfall of tourists in the city to increase their sales volume and
maximize their profit.
The Stinking Rose seeks to implement a marketing strategy that enhances the existing
marketing plan in order to create awareness and also to create a unique value proposition for
their customers. The restaurant wants to capture 50% of the market share of the tourist
segment and wants to differentiate itself from its peers based on the food and customer
experience.
The restaurant’s estimated revenue is $8 million per annum. The marketing budget of three
percent of revenue will be focused on marketing the restaurant to the tourist segment. The
objectives of the marketing plan are to increase sales volume, market share, and maximize
profits. The marketing strategy will be divided into 2 segments: Internet and traditional
marketing. Special attention will be given to internet marketing to increase the tourist traffic
to the restaurant.
Since The Stinking Rose has strong financial background and has been in the industry for
many years, management wants to take their restaurant to the next level and would like to
support an aggressive marketing campaign to create a strong awareness among the tourist
segment. The focus of the internet marketing strategy will be to place the stinking Rose’s
website at the top of the major search engines by partnering with google.com and
improvising their presence on social media. The traditional marketing will include partnering
with travel agencies, tourist buses and souvenirs.
Situational Analysis
The stinking Rose is a well-established restaurant in San Francisco, CA. It is well known
among locals. With many competitors seeking to maximize their market share, The Stinking
Rose needs to differentiate itself by providing an experience that is second to none.
4. The Stinking Rose 4
Market Analysis
The dining scene in San Francisco is more vibrant than ever. Restaurants and chefs are
constantly introducing new approaches to redefine the San Francisco dining scene (Bauer,
2016). Some of the trends include focused menus as well as simple and beautiful dishes for
guests to delight on. As consumers become more health conscious, the shift towards simpler
and organic ingredients has gained momentum. The restaurant and the consumer are
benefitting from this trend. Guests can be more relaxed as the menu is simpler and decisions
are easier to make. Restaurants can benefits from cost savings on products, increased quality
assurance, and reduced waste.
The restaurant industry is affected by consumer preferences, economic conditions, and
demographic trends. Changes in consumer perceptions and preferences can affect the sales of
restaurants. In addition, traffic patterns, the cost and availability of labor, purchasing power,
and competing restaurants can impact the overall performance of the restaurant.
Increases in tangible expenses can cause an increase in menu prices. An increasingly
competitive labor market can put pressure on restaurants to push wages higher to limit
turnover. At the same time, increasing food costs can limit the menu selections. Since garlic
is the restaurant’s most significant raw ingredient, a rise in the price of garlic will affect the
restaurant’s margins and cause profits to decrease. Since the Stinking Rose is a garlic themed
restaurant, it would be unacceptable to substitute garlic due to high garlic prices.
The rise in social media has become a threat to the restaurant industry because a single post
can lead to less than desirable consequences. Consumers will not hesitate to comment on
food or service quality on social media. The consumer is pretty much on the driver’s seat.
Consumers can make or break a brand with a post, a review, or a comment (Doering, 2015).
Political, legal
The restaurant industry is subject to licensing and regulation by a number of government
authorities including, health, safety, fire, sanitation and other agencies in the state as well as
the county in which the restaurant is located (DOL). It is imperative that the restaurant
comply with all local, state, and federal laws to prevent any monetary loss due to failure of
compliance.
Local, state, and federal legislation govern employment regulations such as minimum wage
requirements, overtime, working conditions, and citizenship requirements. The minimum
wage in the city and county of San Francisco is currently $13.00 (Office of Labor, 2016).
Further increases in minimum wage will drive up labor costs. Working conditions are
regulated by the Occupational Safety and Health Administration (OSHA) and periodic
inspections of the facility are required. (U.S. Dept. of Labor, 2016)
Many policies and regulations are affecting the restaurant industry such as food issues, jobs
and the business profitability. For example, since regulations regarding nutrition issues were
published in 2012, restaurants are required to present menus with calories. (National
Restaurant Association, 2012c). Moreover, there are 2 pending bills in Congress regarding
the 15-year restaurant depreciation schedule permanent, where restaurants over 15 are
allowed to depreciate the cost of improvements and new construction, rather than 39 years.
Business meals were reduced from 100% to 50 % in 1992 which reduced the restaurant's’
profitability. (National Restaurant Association, 2012c).
5. The Stinking Rose 5
Sociocultural, Demographic
Sociocultural forces that include attitude of the society, families’ lifestyles and change in
values impact the industry over the time. Shift in preferences is obvious: people are looking
for healthy and freshly prepared food, leaning towards premium products and value.
Society is continually changing. The tastes and preferences are examples of this evolution.
One of the single most important differences is the growing popularity of social media. Social
networking sites like Facebook and Twitter have become the preferred channels of
communication. Consumers have embraced the mobile revolution. Many expect to buy and
research more on their mobile device than ever before.
The rise of mobile commerce presents businesses with a unique opportunity to redefine the
rules of success by adapting to change and building a future-proof business. As society
moves to a visual language comprised of photos, Emojis, and video, businesses must rethink
how to present their value proposition in a visually appealing way that is clear and mobile
friendly (Retailers must embrace, 2016).
Social media and technology is the way many people are getting their travel information
nowadays. People are posting where they went and that creates a lot of buzz. The dynamic of
how people are using online resources to plan, book, and become informed is becoming an
important factor that businesses must take into account.
Tourism in San Francisco reached record-breaking numbers in 2015. The San Francisco
Travel Association reported that San Francisco welcomed 24.7 million visitors in 2015, an
increase of 2.7 percent from 2014. This included 18.9 million leisure visitors and 5.8 million
business travelers. The 24.7 million visitors brought $9.3 billion in spending to San
Francisco. Visitor spending equated to $25.4 million daily or $1.1 million per hour (San
Francisco Travel, 2016).
The most frequent visitor age population is 24-50 when compared to other age groups based
on Household income of 100K+ (2012). This basic income is reflected on the economic
growth, as the higher the household's’ income the higher the increase in economic growth
especially over the past two years. According to IBIS World the economic growth rate will
reach 22.9% by 2016(IBIS World 2011). Therefore, The Stinking Rose has to focus on the
target segment (age population 24-50) and research their preferences. The Stinking Rose is
attracting groups, couples, families, individuals, businesses and friends as the restaurant's
ambiance is unique and each room has its own character (The Stinking Rose official website).
http://www.statista.com/statistics/227579/san-francisco-visitors-usa/
6. The Stinking Rose 6
Technological
The restaurant industry is enhancing the technology trend for faster mobile service for its
targeted segment. The use of smart devices facilitated the access to the restaurant booking
system at any time and everywhere. The customer is to determine the number of the visitors
and the location of the reserved table. This innovation reduced the number of phone calls and
enabled the system operators to collect specific marketing data used to improve the marketing
analysis. GOOGLE wallet is an example of mobile payment system trend which keeps all
plastic cards (credit cards, loyalty cards) and saves all promotional offers in one payment
process while securing the client's’ information. (Packaged Facts, 2012).
Economic
The National Restaurant Association projected that in 2016 the restaurant industry will post
sales of $783 billion dollars. Despite this projection, restaurant operators will face a number
of headwinds, including legislative and regulatory pressures, slow global economic growth as
well as labor cost increases.
Britain’s recent vote to leave the European Union (EU) has caused concern over the world’s
economic stability. In addition, doubts about the future of the EU can cause international
consumers to reconsider their spending plans (How Brexit Impacts, 2016). A cutback in
international travel would be particularly bad news for The Stinking Rose. The restaurant is
highly reliant on the tourist population. For this reason, a slowdown in international travel to
San Francisco can have a significant effect on the operating margins of the restaurant.
Labor is typically among the highest costs restaurant owners incur. According to a 2010
study by the National Restaurant association, the typical full-service restaurant spends about
a third of its sales revenue on labor, including front- and back-of house-positions. Regardless
of the type of food-service establishment you operate, the lower your food cost percentage,
the higher your profit. Both food and labor costs vary with the type of food service operation.
The quality of food and service, pricing and hours of operation will also have a direct impact
on your food and labor cost percentages.
Natural
Climate change can have an impact on farming which ultimately affects cost of food. The
current drought in California can prove to be damaging for The Stinking Rose Restaurant.
Sustainability
Sustainable foods are real foods that human bodies were designed to eat.
• They are healthy for humans, soil, and the animals.
• They do not harm the environment.
• They are humane for both the workers and the animals.
• They provide a fair wage to the farmer without the use of government subsidies.
• They support the local economy instead of large corporations.
The source of food can be found locally. Sustainable food distribution systems rely on local
or regional networks of sustainable farms. Products are usually sold directly to consumers
through farmers’ markets, consumer-supported agriculture, farm shares, and co-ops, or
directly to restaurants, food services, and food hubs.
7. The Stinking Rose 7
Risk Analysis
San Francisco’s restaurant industry engages in aggressive competition. Restaurants are
competing for customers and guests, labor, and public relations.
Competition among restaurants may include how they prepare and deliver their food. The
fiercest of such competition is public relation. Is the restaurant on customers’ top list? Will
the new chef attract more customers? Whether the newly opened/renewed restaurant in
neighborhood affected your popularity? Is a nearby restaurant using the same concepts, same
cuisine, or food theme and less expensive? How to continue prompting for yourself?
The Stinking Rose Restaurant is located in North Beach, one of San Francisco’s most vibrant
neighborhoods. With plenty of cafes and over 35 restaurants this neighborhood captures the
tourist population. The Stinking Rose’s faces direct competition from many of these
restaurants that offer similar food. Many of the restaurants in North Beach offer pleasant
dining environments, which can draw attention away from The Stinking Rose. Within
walking distance is Chinatown, another popular tourist destination that is home to many
restaurants offering a variety of Chinese cuisine. The close proximity to The Stinking Rose
poses an additional risk to the restaurant.
Market Trends
The market trend for restaurants is headed toward a more sophisticated customer. The
restaurant patron today relative to yesterday is more sophisticated in a number of different
ways.
Food Quality
The preference for high-quality ingredients is increasing as customers are learning to
appreciate the qualitative differences. Food quality seems to be accepted as a fundamental
component to satisfy restaurant customers however, it has been often overlooked in restaurant
service quality and satisfaction. When food quality is high, overall food quality significantly
affects customer satisfaction and behavioral intentions and also revealed that the relationship
between food quality and customer behavioral intentions is mediated by satisfaction. Thus,
managers should pay attention to the key food quality attributes that elicit customer
satisfaction and enhance return visits in the restaurant business.
Presentation/appearance.
As presentation of an element of the culinary experience becomes more pervasive, patrons
are learning to appreciate this aspect of the industry. Food presentation is important. It can
make or break a restaurant and it can turn a dinner party into a great success if done right.
Food presentation is all about timing. There is no point in offering your guests a fancy dish if
it is served cold, when it was supposed to be served hot. So spend just enough time plating
your dish. Another important rule of food presentation is balancing variety and contrast. It is
good to have a variety of textures on the plate, but how these textures are combined is just as
important.
Health Consciousness
As Americans in general are more cognizant of their health, evidenced by the increase in
individuals exercising and health club memberships, patrons are requesting more healthy
8. The Stinking Rose 8
alternatives when they eat out. They recognize that an entree can be quite tasty, and
reasonably good for you.
Selection
People are demanding a larger selection of foods; they are no longer accepting a limited
menu. Therefore stinking rose is a good fit in this regard, as it offers variety of garlic themed
dishes. This sets them apart from their peers.
Competitive Environment
For an effective market analysis of the restaurant industry, Porter’s Five Force Model will be
used to analyze the competitive challenges for the Stinking Rose. The model emphasizes on
the different categories involved and aspects that bring about competition (Thompson et al.,
2011).
o Threat of new entrants (moderate force)
High capital requirements (strong force)
High cost of branding (weak force)
Switching costs for consumer (strong force)
o Rivalry among existing competitors
Many restaurants (strong force)
Aggressive marketing (strong force)
o Direct competition
Garlic “themed” restaurants (weak force)
Many California/Italian cuisine restaurants (Strong Force)
o Indirect competition
o Bargaining Power of Consumer
Availability of substitutes (strong force)
Switching costs (strong force)
o Bargaining Power of Suppliers
Number of suppliers (weak force)
9. The Stinking Rose 9
Competitors of stinking rose
Competitors are divided into two categories:
1- Garlic Themed Restaurant:
• Chili Lemon Garlic
• China Garlic Restaurant
2- Restaurant located in the neighborhood:
• Mona Lisa Restaurant
• Trattoria Pinocchio
• Estia Restaurant
SWOT Analysis
Strengths
• Garlic is embraced by a lot of cultures.
Everybody loves garlic!
• Cutting edge culinary experience.
• Highly trained and customer attentive
staff
• Retro style interior, which is very edgy
and attractive.
• Located in north beach- prime location
(center of city)
• San Francisco is a tourist destination.
Weaknesses
• Located on Columbus Street, with other
similar restaurants all around.
• Negative Yelp Reviews
• Multi-language menu not available
• Website is not updated
• Not taking advantage of 7 garlic varieties
Opportunities
• Growing tourist market can be made
aware of the restaurant through
marketing.
• Time conscious travelers want to have
the best experience while travelling.
• Increase in spending capacity of
customers.
• Increase tourism over last few year
• Targeted marketing strategies with
airlines will attract new tourist and
increase earning potential
Threats
• New emerging restaurants
• Low wage argument
• Rising food prices
Marketing Mix
10. The Stinking Rose 10
The restaurant needs to differentiate itself from the competition. The marketing mix will be
used to define marketing options in terms of Product, Place, Pricing, and Promotion.
1. Product
o Since its Garlic themed restaurant and our target segment is the tourist
segment the restaurant needs to position itself as the best garlic themed
restaurant to drive tourist traffic.
o We can differentiate the restaurant by way of the food and service we provide
to our customers.
o Our unique ambience set us apart from our peers.
2. Place
o The restaurant is in a prime location. North Beach is a tourist hot spot. The
restaurant will be will easily accessible by our targeted audience because of its
central location.
3. Pricing
o The restaurant follows a premium price strategy, as it believes in delivering
high quality food and a memorable experience.
4. Promotion
o Advertising- through website, San Francisco tourism website, Pamphlets,
magazines. We can add “The Stinking Rose” in travel blogs, Trip advisor-
things to do, market the brand as the “best garlic restaurant in San Francisco”.
Advertising in travel guides, flights.
o Direct marketing- through social media and creating contacts with hotels and
travel agencies.
o Since social reviews have great impact on customers- posting positive social
reviews on the front entrance wall with food pictures will create good
impression on customers mind.
Marketing plan
Philosophy/Mission Statement
Our philosophy is to serve delicious and unforgettable garlic themed dishes and desserts to
our guests. To provide a one of a kind comfortable and well-maintained environment that is
whimsical and eclectic. To provide an extensive selection of food and gift items and to ensure
a lasting memory of the restaurant that boasts its motto: “We Season Our Garlic with Food”.
With well-prepared meals - using only quality ingredients all guests and staff are treated with
the respect and dignity they deserve.
Vision Statement
To create tasteful culinary and dessert garlic creations, with healthy ingredients that will
entice and elevate each guest’s eating experience to the next level. To be recognized for
providing great food and great courteous service.
Marketing Goals and Objectives
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The goal of this marketing plan is to capture 50% market share of the tourist segment for The
Stinking Rose and to achieve break even within 1 year. The objectives are to increase sales
volume, market share, and profits. In doing so, we will create brand awareness by using
internet and traditional marketing. Today’s generation prefers online marketing over
traditional methods. We aim to increase tourist traffic to the restaurant by using internet as
the main stage to strengthen the restaurant’s brand identity. Our main goal is to build the
restaurant identity around our target market.
Marketing Strategies
• Market Segmentation- The target market for the restaurant is the tourist segment, as
the tourist wants to have best local experience. Since San Francisco is a tourist
destination with visitors from all over the world, the focus must be on both business
travelers and leisure travelers. Both of these segments must be targeted to achieve the
marketing objectives.
• Positioning- We can deliver value to our customers by providing a “unique” dining
experience where they feel welcome and enjoy quality food. We can differentiate our
restaurant from the competitors by creating a unique selling proposition (only garlic
restaurant in SF with the best dining experience). The goal of this campaign is to
differentiate the restaurant from the competitors by providing the best customer
service that the tourist will cherish.
The restaurant can create value for their customers by giving the customers a memorable
experience. Something they can take home and talk about. This starts by letting the customer
know he/she is welcome. Staff is to greet the customer with a smile.
Things the restaurant can do to deliver unique experience and value to their guests that they
can pass to others.
• Since Monday to Wednesday the business tends to be slower we can attract business
travelers on these days by creating special promotion (i.e. 5% if the customer provides
their email they got through trip advisor).
• Adding live bands especially on the weekend can create an atmosphere where the
leisure tourists like to spend their time and create a memory.
• Adding special menus on different days.
• Giving chef special signature dish to the customers on non-crowded days for tasting.
Will create good impression.
• Uploading professionally shot videos on the website and YouTube. Showing the
pictures of food and the ambience can create a positive influence on the customers, as
they usually want to see the picture of the dish before ordering.
Marketing strategies
Internet marketing
With the strong financial support, the most efficient and effective way to market the
restaurant is to increase its internet visibility. Recent studies and research shows that people
mostly like to search the internet for reviews and ratings before they make their purchase
decision. This concept can be applied to the restaurant business as well. Therefore, The
Stinking Rose should increase their internet exposure so that they can become one of the best
options for potential customers. Since the goal of the campaign is to increase the market share
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of the target tourist segment, increasing promotion of the restaurant online will help drive
sales.
Implementation
a) SEO marketing- Search engine optimization
One of the best ways to increase internet visibility is to use SEO. SEO is short for Search
Engine Optimization. It will optimize website ranking in a search engine to get the most
traffic diverted to the restaurant website. The restaurant will start working with search engine
companies like google.com or bing.com to increase more visibility. The best company to
work with is Google.com. For example, The Stinking Rose should advertise itself as the "best
garlic restaurant in San Francisco/Bay area, California". SEO is important for Internet
marketing success and will help the restaurant to appear on top of the major search engine, by
increasing their visibility. As it is said, “No matter how good the restaurant website is, if you
are left behind in terms of SEO, audiences cannot find you”. This strategy will not give
instant result, but it will make The Stinking Rose website appear on top of the search. This
strategy will benefit the restaurant by attracting their potential customers to their website.
SEO marketing is time-consuming. However, the long-term result will benefit both the local
and international customers. In the long run, SEO marketing will help the business to drive
more traffic to The Stinking Rose's website. Therefore, with a newly updated website and
strong social media enforcement this combined internet marketing strategy will be very
effective.
b) The stinking rose- website
The restaurant website is the best way to attract tourist traffic and to promote The Stinking
Rose online. Since the website is usually the first mode of contact between the restaurant and
the customers it must be actively updated with content that will attract the target market.
Since tourists always want to have the best experience during their visit, we need to make
sure that the website publishes the right content to attract the target market into the restaurant.
Website Implementation plan
The website has tremendous power in the restaurant industry and can do wonders for the
business. Eaters love to do research online. In fact, 89% of consumers research a restaurant
prior to dining. Therefore it will be vital for the restaurant to put their details online and that
they are up-to-date. The website will include photos, opening and closing hours, location,
menu, price, Wi-Fi/outdoor (as a tourist one is always looking for Wi-Fi connection). Adding
multi-lingual menu on the website will help the tourist better understand the content of the
dishes before ordering, as many tourist might not have a proficiency in English. This will
ensure that the tourists are given proper attention while designing the website. The server in
the restaurant can offer the menu in a tab for those who have difficulty in speaking English.
The restaurant can add some live videos of the restaurant to showcase the ambience of the
place, in order to draw customer attention and interest. The stronger and more accurate the
online details are, the better. The website should also mention their good publicity in the
news or magazine. This will encourage the tourist to visit the restaurant, after reading
published articles from trusted sources celebrating the restaurant. By setting Google alerts the
restaurant marketing team will be notified when their business appears in a new piece of
content on the web.
c) Social media
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Social media plays an important role in communicating and attracting potential customers,
especially the travelers. The Stinking Rose is already actively using social media platforms
like Facebook, Instagram, and Twitter. The study found social media is an undeniable force
in today’s world and tourist usually like to do research before they visit a new place. One of
the new marketing initiatives is to leverage the social media usage to let the potential
customer be able to find “The Stinking Rose” during the time they are browsing the internet,
looking for where they should enjoy their next meal. Also, the new social media marketing
strategy will take The Stinking Rose's internet exposure to the next level by building a more
personal connection with potential customers.
Social Media Implementation
In order to attract the tourist and build a personal connection, the new social media marketing
efforts should focus on delivering more content and value to their target audience.
Storytelling
One of the best ways for the stinking rose to upgrade their social media marketing is to use
storytelling. To implement, we will hire a media company to handle the photographs and
shoot videos. Although the story source is exclusive to the restaurant, the marketing
department should consult with the media company in order to produce the best product.
The strategy in this segment will be divided into three parts like the daily video blog, live
stream from the kitchen or dining area, and Staff stories.
Hashtags
Increase the usage of Hashtag on multiple social media platforms. Hashtag is the most
common way to connect with today’s generation on social media. There are a couple of
hashtag that could be used for the restaurant. One is to take advantage of its location. Every
time when The Stinking Rose posts content on Social media platform it should include the
famous tourism locations. It will trigger more exposure on social media for the restaurant.
Also, Hashtag is a great way to promote word of mouth marketing. The Stinking Rose should
encourage their customers to use "@“and "hashtag" their friends and family. Not only for
sharing their wonderful time at the restaurant, but also to introduce the restaurant to their
social circle.
2) Traditional Marketing
a) Tourist buses
The sightseeing buses are all over in San Francisco and are a fun way to see the city. The
restaurant can partner up with these tourist buses to promote their restaurant by displaying
advertisement on their buses and the tourist guide can also announce the popularity of the
restaurant during their tour announcement while passing through the north beach area. Since
the tourists are new to the place, word of mouth advertising by the bus driver will be
beneficial and can help to increase the tourist traffic to the restaurant.
b) Travel agencies
Mostly the tourists from Asian countries prefer to travel in groups. Therefore, approaching
the travel agencies might be a good way to promote the restaurant. The travel agencies have
their tie- ups with hotels and restaurants and by partnering with few of the common Asian
travel agencies; the restaurant can increase the Asian tourist inflow to the restaurant.
Europeans travelers can also be targeted in the same manner and this strategy though
traditional can work in favor of the restaurant.
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c) Souvenirs
They represent a unique memento for the tourist visit. The customer can be encouraged to
purchase any of the Stinking Rose exclusive items for example Gourmet Foods (the pickled
garlic, Garlic Stuffed olives, Garlic Salsa), glasses and mugs, the Stinking Rose cookbook,
and gift cards that are “designed especially for the restaurants’ valued customers.” These
souvenirs will be purchased from the Stinking Rose and transported by the tourist customer
will indirectly help to promote the popularity of the Stinking Rose to the tourist home
country. The servers can ask the customers to buy the souvenirs when they are most satisfied.
The server can provide information about the special, unique products. Or customers may
also call the restaurant at 415.781.7673 where they can receive extra 12% discount by
mentioning the Stinking Rose Restaurant ® web site!” This promotion can further attract the
tourist segment.
Financial projections
Marketing Budget
The projected total cost will be approximately $130,000. The product strategy will consist of
four action items that aim to capture market share in the tourism market. The most important
action item is the search engine optimization (SEO). The cost to maximize the number of
visitors to The Stinking Rose website by ensuring that the site appears high on the list of
results returned results by the search engine will total $60,000 and will represent 46% of the
total budget. The social media action item will cost an additional $60,000 and is aimed at
transforming the website into an eye-catching search engine optimized (SEO) advertisement.
$4,200 will be allocated to advertise on the exterior of tourist buses to increase the visibility
of the restaurant specifically in tourist hot spots. $5,460 will be allocated to working with the
travel agencies to have tour buses bring tourists to the restaurant twice a week. The travel
agency allocation is based on an estimated average tab of $35.00 per customer on a 50-seat
bus. The figures in this marketing budget are on an annual basis.
Marketing Expense Budget
Action Item Cost
Social Media $60,000.00
Search Engine Optimization 60,000
Bus Boards 4200
Travel Agencies 5460
Total $129,660.00
Underlying Assumptions
We have based our break-even analysis on the following:
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• The average tab at the Stinking Rose is $30.00.
• The restaurant does an average of 300 covers per day.
• Food costs are between 25 and 30 percent.
Break-Even Analysis
Break-Even = Fixed costs / unit margin Food cost 30%
Margin 70%
B/E in units = 6174 average tab $30
B/E time = 21 days average covers per day 300
Based on our underlying assumptions we project that the Breakeven Volume is 6,174 covers.
In other words, if The Stinking Rose does 6,174 covers the restaurant will fully recover the
$129,660 invested in the marketing campaign. The time to Breakeven is 21 days.
System of Control
There are three systems of control. First, and most important, is budget control. It is
important that the team remain within budget as this will help determine future budgets and
cutbacks if necessary.
Next, we plan to monitor bookings from website traffic as well as from the partnerships with
travel agencies. From this, we will be able to get a clear picture as to what is working for the
Stinking Rose. We will be able to revise, eliminate, or adjust our current marketing strategy
based on these data.
We also plan to monitor market reaction by way of information tracking systems such as
customer surveys and sales volume.
Contingency Plan
• Best-case scenario
The best outcome is to achieve the objectives of increasing sales volume, market
share, and profits. Our marketing plan will create the right amount of connection with
our target audience. Since the restaurant already has a well-established market with
the current marketing plan we will be able to take the restaurant sales a step further
and achieve the increase in revenue. The present audience likes to connect through
social media our plan of using social media as the main platform for targeting our
audience will lead to an increase in sales. The Stinking Rose will benefit from
increased online traffic and tourists’ population.
• Worst case scenario
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There might be a situation when this plan might not work as it is said too much
marketing is sometimes bad. We might create too much buzz around the internet that
our target audience gets the wrong impression about our restaurant. In that case the
restaurant can reduce their presence on social media and should resume to their
original marketing plan.
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