Moodboard & Perceptual Map
Re-Positioning & Mood Board
Re-Positioning & Mood Board
Earls Kitchen & Bar
Earls Kitchen & Bar
Earls Kitchen & Bar
Established in 1982, Earls was founded by Leroy Earl Fuller and son Stanley Earl Fuller (Earls, 2012). Leroy set out to create a warm and welcoming place that embraced West Coast Casual and offered delicious food and a unique dining experience. Today there are over fifty locations across Canada and the US.
Current Position
Current Segmentation & Target Market
Gabri 's Lounge & Restaurant will focus on attracting a wide and diverse clientele ages 25-60 with an annual income of at least $30,000.
Currently Earls is positioned as an upscale-casual dining restaurant for locals and tourists. It offers an exciting fun atmosphere which is complimented by lively bar action and good looking waitresses. They currently compete against Cactus Club and Joey’s.
Earls is Kitchen & Bar caters to wide variety of people, however have defined groups as targeted segments.
The Business Man: They work hard all day and often stay overnight in a strange city. He needs a competent establishment that helps impress his clients and prospects. Afterward, they want to relax and use the money they are making. They are the people that spend the most on drinks, food and tips.
High-end Singles: We will attract them with our decor and layout. Our international menu, striking artwork, wine tasting evenings and events, excellent service and engaging clientele will confirm the feeling of being in "the coolest place" in Monmouth County.
Positioning Statement
Perceptual Map
Re-Positioning
New Segmentation & Target Market
Gabri 's Lounge & Restaurant will focus on attracting a wide and diverse clientele ages 25-60 with an annual income of at least $30,000.
Happy Couples: The restaurant will have an intimate, romantic, sophisticated atmosphere that encourages people to bring dates and to have couples arrive. Gabri 's wants
Re-Positioning & Mood Board
Earls Kitchen & Bar
Earls Kitchen & Bar
Earls Kitchen & Bar
Established in 1982, Earls was founded by Leroy Earl Fuller and son Stanley Earl Fuller (Earls, 2012). Leroy set out to create a warm and welcoming place that embraced West Coast Casual and offered delicious food and a unique dining experience. Today there are over fifty locations across Canada and the US.
Current Position
Current Segmentation & Target Market
Gabri 's Lounge & Restaurant will focus on attracting a wide and diverse clientele ages 25-60 with an annual income of at least $30,000.
Currently Earls is positioned as an upscale-casual dining restaurant for locals and tourists. It offers an exciting fun atmosphere which is complimented by lively bar action and good looking waitresses. They currently compete against Cactus Club and Joey’s.
Earls is Kitchen & Bar caters to wide variety of people, however have defined groups as targeted segments.
The Business Man: They work hard all day and often stay overnight in a strange city. He needs a competent establishment that helps impress his clients and prospects. Afterward, they want to relax and use the money they are making. They are the people that spend the most on drinks, food and tips.
High-end Singles: We will attract them with our decor and layout. Our international menu, striking artwork, wine tasting evenings and events, excellent service and engaging clientele will confirm the feeling of being in "the coolest place" in Monmouth County.
Positioning Statement
Perceptual Map
Re-Positioning
New Segmentation & Target Market
Gabri 's Lounge & Restaurant will focus on attracting a wide and diverse clientele ages 25-60 with an annual income of at least $30,000.
Happy Couples: The restaurant will have an intimate, romantic, sophisticated atmosphere that encourages people to bring dates and to have couples arrive. Gabri 's wants
Cited: Earls. (January, 2012). Our History and Leroy Earl Fuller. Earls Restaurants - Earls.ca. Earls.ca. Retrieved January 27, 2013, from http://www.earls.ca/about-us/our-history Pitts, G. (2009, November 10). Fuller family 's restaurants heading east - The Globe and Mail. Home - The Globe and Mail. Retrieved January 27, 2013, from http://www.theglobeandmail.com/report-on-business/fuller-familys-restaurants-heading-east/article4297482/