tilted kilt project

Karly Goins, Irene Loat, Christine Penn, Neisha Sinadinovic, Camille Wallace

Lift the Kilt

Idea: “Lift the Kilt”

Lift the Kilt - customize your burger

Lift the Kilt - Burger

Contest + Partnership

Objectives

Motivational:

Increase daily transactions by 15%

Increase average check to $17.99

Obtain ROI of at least 2 - 1

Informational:

Increase brand loyalty among existing costumers

Increase brand awareness among new customers

Strategies

Develop a LTO promotion

Develop a new burger and a new burger experience for the consumer

Develop and maintain a partnership with a reliable brand name company

Tactics

Develop a contest to promote the customizable burger experience

Hire a chef to invent a new burger

Create an incentive for current staff

Target

Sports Enthusiasts

Business Diners

Spice Lovers/Bold Flavors Cravers

Health Seekers

Business Diners

18%Most frequent Tilted Kilt users

Like Happy Hour

Spend a lot at lunch and often buy for clients and associates on company cards.

Sports Enthusiasts

16%Most frequent Tilted Kilt users

Use bars often

High Social Networking

Like Beer but not into Micro Brews unless on special

Like Wings, Burgers and Sampling apps, classic bar food

Spice Lovers/Bold flavors

14%Want authentic like beer expertise

Want robust food and lots of variety options and complex flavors

Like new food concepts

Heavy Facebook users and often use social media to seek out new restaurants and offers

Health Seekers

14%

Heavy Social media

Want high quality

Partnership

Who better to partner with than the Tilted Kilt's #1 selling beer?

Blue Moon has chosen to exclusively distribute their Summer Honey Wheat beer at the Tilted Kilt.

With every purchase of a Lift the Kilt burger customers are able to purchase a 16 oz. pint of Blue Moon's Summer Honey Wheat beer at happy hour price for $7 ANYWHERE in the restaurant (not just at bar).

Lift the Kilt BurgerCustomizable Burger! Don't want to pick everything out? No problem, we've

created an awesome new burger just for you! We recommend…

White bun Turkey patty

BaconGuacamole

Pepper Jack cheese Scotch Bonnet Chilli Peppers (*new item*)

Lettuce Tomato

Red onion

Contest

Think the burger you created is totally amazing? Enter your burger creation online and share via social media for a chance to have your burger featured exclusively at the Tilted Kilt for a limited time.

the Tomlin Burger

BudgetIn-Store = $9,000 / $10,000 = we saved $1,000

Pandora = $10,000

Social Media $8,000 / $10,000 = we saved $2,000

Yelp = $5,300Research = $4,000 Creative Budget = $10,000

Total spent: $46,300$50,000 - $46,300= $3,700 saved

ROI3.29 - 1

EvaluationEstablish an effective promotional campaign

1 new (delicious) burger product - Lift the Kilt burger

Introduce interactive burger experience

Increase in transactions by 15%

Increase beer slaes with HH promotion

Entice customers with create your burger contest

Obtain ROI of at least 2 - 1

We beat that! ROI: 3.29 - 1

Thank you for the attention!