Marketing Paper
Marketing Plan For U.S. Expansion
Marketing Plan For U.S. Expansion
COMPANY AND BRAND
Ocean Basket is South Africa's favorite chain of seafood restaurants. The philosophy of the brand is to remove all the frills typically associated with seafood and offer a fantastic product at a great value, backed by exceptional service in a fun and inviting environment.
The brand has been extraordinarily successful with South African consumers during the past 15 years, opening 133 Outlets throughout sub-Saharan Africa. The company has also branched into other markets, including Cyprus, Mauritius, Nigeria and the UAE. The brand has received numerous consumer accolades, including Johannesburg's Best Seafood Restaurant award for 9 consecutive years.
The success of the Ocean Basket brand is primarily based on the following three pillars: * Operational simplicity of brand * Comprehensive support structures from product supply to operational support * The brand’s value positioning
HISTORY
Ocean Basket was started in 1995 when two brothers, Fats and George Lazarides, partnered with George Nichas, in Pretoria, South Africa. The Lazarides brothers, who grew up near the coast in Cyprus, were living away from the sea and desired a taste of home. Joining with Nichas, who was a purveyor of fresh seafood, the three developed the plan for Ocean Basket. “We wanted to create a simple place where people could enjoy a great meal and great value. A homey place where they'd get together with friends and feel like they're part of our family,” Fatz Lazarides said.
STRATEGY OVERVIEW
Ocean Basket’s goal is to open 30 locations in the United States over the next ten years, with the initial three stores opening in New York City. Although the company hasn’t opened stores in the United States, it has empirical experience operating abroad. According to Fats Lazarides: “You have to be aware of your markets and adapt the menu without losing your core values. For example,
Marketing Plan For U.S. Expansion
COMPANY AND BRAND
Ocean Basket is South Africa's favorite chain of seafood restaurants. The philosophy of the brand is to remove all the frills typically associated with seafood and offer a fantastic product at a great value, backed by exceptional service in a fun and inviting environment.
The brand has been extraordinarily successful with South African consumers during the past 15 years, opening 133 Outlets throughout sub-Saharan Africa. The company has also branched into other markets, including Cyprus, Mauritius, Nigeria and the UAE. The brand has received numerous consumer accolades, including Johannesburg's Best Seafood Restaurant award for 9 consecutive years.
The success of the Ocean Basket brand is primarily based on the following three pillars: * Operational simplicity of brand * Comprehensive support structures from product supply to operational support * The brand’s value positioning
HISTORY
Ocean Basket was started in 1995 when two brothers, Fats and George Lazarides, partnered with George Nichas, in Pretoria, South Africa. The Lazarides brothers, who grew up near the coast in Cyprus, were living away from the sea and desired a taste of home. Joining with Nichas, who was a purveyor of fresh seafood, the three developed the plan for Ocean Basket. “We wanted to create a simple place where people could enjoy a great meal and great value. A homey place where they'd get together with friends and feel like they're part of our family,” Fatz Lazarides said.
STRATEGY OVERVIEW
Ocean Basket’s goal is to open 30 locations in the United States over the next ten years, with the initial three stores opening in New York City. Although the company hasn’t opened stores in the United States, it has empirical experience operating abroad. According to Fats Lazarides: “You have to be aware of your markets and adapt the menu without losing your core values. For example,