RESTAURANTMARKETING PLAN

Nurasyikin DaudDIA 0114/00529

MARKETING PRINCIPLE

EXECUTIVE SUMMARY

• The Restaurant will be a moderately priced 86 seat restaurant offering family style food and service.

• We will offer specialty selections including a lighter options and smaller portions for a children’s menu.

• The Restaurant need warm and friendly place with execlent food.

• Comfortable furnishing and decor (smoothing warm tones)

• The Restaurant will be perfect for small business meeting.

EXECUTIVE SUMMARY

• Menu will be inspiried from different countries specialities• The Restaurant to give a perception of higher value than

its competitors, throught its food, services and entertainment.

• will be offer epcial theme night to attract new customer• will be hire the best people available, training, motivating

and encourage them retaining friendly.

OBJECTIVE

• Keep food cost under 35% revenue• Keeping employee labor cost 24-29% revenue.• Stay as a small Restaurant with excelent food an

services.• Expand our marketing and advertising in cool

country.

BUSINESS OVERVIEW

• We will be open 7 days a week. – Serving lunch Monday - Friday 11:30 AM - 2:30 PM.

Dinner Sunday - Thursday, between 5 PM - 10 PM. Friday and Saturday Dinner 5 PM - 11 PM. The lounge will be open until 2 AM Friday and Saturday. Sunday - Thursday the lounge will stay open till 12 AM. Saturday and Sunday we will serve brunch between 11 AM - 3 PM.

• We will be open on large holidays such as Memorial Day, Fourth of July and Labor Day weekend. These are three big weekends 'down the shore' that brings many tourists to the area.

BUSINESS OVERVIEW

• The location will be target put in major shopping complex• Rent in half the retail shops.• Recently complete highway or shopper outside

residents.• Traveler can use this new highway(RnR) .

TARGET MARKET

• The employee welfare will be equally important to success.

• Individuals: people that dine in by themselves.• Families: a group of people, either friends or a

group of nuclear relatives dining together.• Take out: people that prefer to eat food in their

home or at a different location than the actual restaurant.

• We focus on these specific groups because these are the types of people who frequent. They are the ones that are willing to spend their money on good dining and service at a value price.

MARKETING GOALS

• This shopping center location is three years old.• This location offers private rooms on a reservation basis.

I have developed the bulk food and catering large parties concept at my other location and plan to promote it with the party rooms.

• A frequent diner program and birthday club will be available to promote repeat customers as well as a tool to track sales.

• Management that treats every employee equally. We create an atmosphere where employee's love coming to work and can earn good money.

• Great employees make for a great restaurant.

MARKETING STRATEGY

• The Restaurant advertising budget is very limited, so the advertising program is simple. Sigmund's will do direct mail, banner ads, and inserts, with inserts in the Register Guard likely to be the most successful of the campaigns.

• Marketing mix– Place– Price– Promotion– Product– Process– Physical Enviroment– People

Place

• Located in the booming rapidly expanding• Beach cabanas• Boardwalk or highway(RnR)• City(shopping complex)

PRODUCT

• The product will have the freshest ingredients including homemade pasta, imported cheeses, organic vegetables, and top-shelf meats. The product will also be developed to enhance presentation, everything will be aesthetically pleasing.

• The product will import from international food.

• High quality food offering exceed competitors.

PRODUCT

• FOOD– Pizza,Caprese Salad with

Pesto Sauce,Panzenella,Bruschetta,Pasta Carbonara,Mushroom Risotto

• BEVERAGE– Wine,Special Juice

• DESSERT– Tiramisu - The 'pick-me-

up' cake and Panna Cotta With Raspberry Coulis

PRICE

• Controlling cost at all the time without exception.• Will be high cost cause of ingredient import from

international.

PROMOTION

• The most successful advertising will be banner ads and inserts in the Register Guard as well as a PR campaign of informational articles and reviews also within the Register Guard.

• Email marketing and creating web site for the Restaurant.

• Showing advertising at social media

• Promotion day with different offering food discount.

PROCESS

• Cozy dinning room and elegant lougue

• Confortable furnishing and decor with smoothing warm tones. Love senct with a softly lit bar.

• The best training employee services. Table service establish

• Cleanliness and the space between table and table.welcoming service is good.

Physical Enviroment

• The packeging for take away.• The ingredient some of import and some they

have a farm(Vegetables)

People

• Targeting market.• Individuals: people that dine in by themselves.• Families: a group of people, either friends or a group of

nuclear relatives dining together.• Take out: people that prefer to eat Sigmund's food in

their home or at a different location than the actual restaurant.

Thank you