complete.final marketing presentation 4.13.11
TRANSCRIPT
OrganizationalStructure
Team Restaurant will be a sole proprietorship established under the name, WC’s Mexican, LLC.
TEAM RESTAURANTSole Proprietor
HUMAN RESOURCES OPERATIONS
FINANCIALOPERATIONS
OPERATIONSGENERAL MANAGER
FRONT OF HOUSE MANAGERASSISTANT MANAGER
BACK OF HOUSE MANAGERCHEF
PREP COOKS
BUSSERS
DISHWASHERS
HOSTS
SERVERS
BARTENDERS
The friendly and courteous staff of WC’s Mexican Grille strives to achieve patron loyalty through outstanding service and consistently
high quality authentic food and beverage menu options at competitive prices. It is our policy to
assume the highest level of hospitality in a clean, safe, comforting, attractive and
entertaining environment for all guests to enjoy. It is our objective to employ personnel
who thoroughly demonstrates knowledge, professionalism, and efficiency to all of our guests while providing a cooperative and
rewarding environment to work.
Organizational Mission
Marketing Objectives
• Complete construction 90 days after acquiring financing
• Break even by the end of the second year
• Average revenues of $50,000 per month
• Increase annual sales 5-10% per year
Open a second location in 3 years
Situation AnalysisSWOT
STRENGTHS• 15 years Experience• High Quality Food• Signature Sauces
WEAKNESSES• No Market Presence• Limited Locations• Brand Not Established
OPPORTUNITIES• Emerging Market• Future Locations• Catering
THREATS• Economic slow-down• Competition Leases
See pages 7-8 for additional information
Marketing Strategy
WC’s Marketing Strategy will use a combination of event marketing and local media marketing to promote and establish
ourselves in the food service industry in Mason.
• Member of the Chamber of Commerce
• Radio
• Print Media
• Web-page
Consumer Profile
WC’s Mexican Grille intends to target a wide variety of patrons within the City of Mason and in surrounding areas
IDEAL CUSTOMER PROFILES
WEEKDAY• Professionals want quick service during lunch and after hours• Families within proximity value quality food at reasonable prices
WEEKEND• Frequent shoppers want convenient location for lunch/dinner• Travelers for business or pleasure find a unique place near hotel• Value entertainment with family & friends in private dining room
Target Market
The current population for the City of Mason has grown by approximately 57% since 2000.
See pages 27-30 for additional information
SCHOOLS
WC’s
BUSINESSES
WC’s
Marketing & the Internet
Improving our website and infrastructure
• Steadily increase website traffic each year
• Enhance overall revenues with the income from internet orders through:
INTERNET MARKETING GOALS
Advertising through Google and social networking sites
Soliciting links
Posting content around the Web
Improving search engine rankings
See pages 24-25 for additional information
Societal, Ethical and Consumer Issues
Social ResponsibilityEnvironmental ConsciousnessAnimal CareNutritional Awareness
Ethics ResponsibilityExpect High StandardsDisclosureComplianceTraining
Consumer Rights Our customers will not only experience their basic consumer rights, but their expectations will be exceeded with the professional and outstanding customer service that WC’s staff offers.
See pages 21-23 for additional information
Product Planning
WC’s Mexican Grille is centered on the quality of the ingredients of our food and our large variety of sauces to choose from.
Our customer service policy is simple: “Where we know your name!” and that all customers must leave happy about our service
and food!
• Our floor managers are extremely high profile, taking the time to greet every customer at some point in their stay.
• One manager carefully orchestrates the proper execution of the kitchen, so that all food comes out prepared perfectly, and on time.
• The other manager attends to the flow of the dining room, there to facilitate outstanding customer service and satisfaction.
• We are family orientated offering lunch on Monday through Sunday and "late-night seating."
See pages 10-12 for additional information
Promotional Planning
A combination of local media and event marketing will be utilized.
• TV AND RADIO
• Web-page and Social Media
• Mason Little League Baseball/Soccer
• Direct Mailing & Coupons
• Restaurant Meal Deals
• Co-op Promotions with Regal Movie Cinema
In Store Promotions
• Recognizing the Community
•“Four Walls” Marketing
•Customer Promotions
•Product Giveaways
See pages 13-20 for additional information