Emily GilhoolyJordan Robinson

Justine dela RosaKristyne Robles

Vanesa Sanchez

Burgers, Babes & Beers ● Rolls off the tongue; easy to remember● These three simple words encompass

the three major elements of our promotion plan, which are:○ The new burger product ○ The babes; the beautiful waitresses○ The beer that is a key part of the

Tilted Kilt Pub & Eatery● “Join us for a summer of fresh new buns!”

= fun and relevant tagline

Target: Social Sports Fans● 16% of Tilted Kilt’s market share● Want to meet with friends and enjoy a

beer.● Interests: happy hour, a unique

selection of beer, high energy, TV’s, classic bar food

● They are inclined to visiting Tilted Kilt more often if there are smaller plates to mix and match, which is a want our new burger product can satisfy.

Target: Bold Flavor Cravers

● 14% of Tilted Kilt’s market share● Want more than a basic taste● Crave food that are bold and rich in

flavor, and crave new food concepts.● Are active social media users● Looking for happy hour and shareable

plates

Promotion Plan ObjectivesThrough this promotion, we aim:

● To increase burger sales by 10% by the end of the 60-day promotion.● To achieve 2,000 orders of small arse by the end of 2 months. ● To raise awareness of Tilted Kilt LTO Burgers, Babes & Beer

promotion.● To increase social media presence and engagement by 50% by the

end of 60-day LTO program.● To increase Yelp star score from 3 ½ stars to 4 ½ stars by the end of

60 day LTO program

Introducing... The Small Arse Trio!● The Small Arse Trio, comprised of three unique and creative sliders and

french fry combination will be priced at $13.99.● Versatile menu item can be shared or eaten as an entree individually.● Guests will be offered a free beer with

their Small Arse Trio if he/she writes a review on Yelp and shows the waitress his or her review. This aspect will provide an extra incentive for Tilted Kilt guests, while attracting new customers who use Yelp to assist in choosing restaurants.

“Small Arse” Trio

Sexy Spicy SliderCheesy Noodle Slider

Boozy Fish and Chips Slider

A sample of the LTO insert to be included with the regular Tilted Kilt menu during the months of June and July.

Survey Results● Consumers’ top choices: Traditional Cheeseburger, Jalapeno

Cheddar Burger and Macaroni and cheese Burger● This is how we decided to create the entree of three Small

Arse Burgers

Price Justification● After analyzing the survey results, we decided that $13.99 would be a

great price since we are offering 3 different Small Arse Burgers plus a side order of French fries.

● Furthermore, based on our survey 28% of respondents indicated they would be willing to pay $13.99 for a burger and beer combo.

Incentive● A free beer with review Yelp promotion will increase Tilted Kilt’s Yelp star

rating from 3 ½ stars to 4 stars at the end of the 60-day program.

● According to survey results, 41% of respondents use Yelp “All The Time” and 56% of respondents find Yelp star ratings to be “Somewhat Important”

Incentive● A $200 cash prize will be awarded to the Tilted Kilt waitress with the most

Small Arse Trio sales and Yelp reviews with their name mentioned at the end of the 60-day program.

● 78% of respondents said theywould “Leave a review if a free item or discount was offered.”

Competitors’ Social Media StatisticsHooters: ● Instagram (@hooters) 93.3K Followers ● Facebook 2M Likes ● Twitter 78.7K Followers

Buffalo Wild Wings: ● Instagram (@bwwings) 11.5K Followers● Facebook 13M Likes● Twitter 601K Followers

Tilted Kilt: ● Instagram (@tiltedkiltpub) 13.9K Followers● Facebook 308K Likes● Twitter 13.3K Followers

Budget and ROI● We used the full $50,000 budget for our campaign.

● If each store sells only 13 extra LTO burgers a day, we will hit a little over $100,000. Considering we only put in $50,000, that is a 2:1 on our ROI!

Any Questions?