Restaurant Business Plan
Carsten B. Koppelmann
Entrepreneurship
Prof. Millan
Restaurant Marketing Plan
Carsten`s Classic Diner
Plan Outline * 1.0 Marketing Vision * 2.0 Ideal Customer * 3.0 Remarkable Difference * 4.0 Core Strategy * 5.0 Product/Service Innovation * 6.0 Marketing Materials * 7.0 Web Plan * 8.0 Lead Generation Plan * 9.0 Lead Conversion Plan * 10.0 Service Experience * 11.0 Marketing Calendar * 12.0 Critical Numbers * 13.0 Marketing Training Game
Marketing Vision
Carsten`s Classic Diner is a place for family togetherness organized around a common love of the traditional American diner and the simpler times of the '50s and '60s. Carsten`s Classic Diner transcends a typical theme restaurant by putting real heart into customer service and the quality of its food, so that its unique presentation and references to times past are just part of the picture.
Goals
CEO's Goals: * Reduce shift management time to 25% of time, devoting the remainder to marketing direction and strategy * Devote at least two hours per day to marketing activities
Marketing Goals: * Achieve revenue of $1.8 million per year in year three * Open a second restaurant in 2015
Strategic Goals: * Become the top family restaurant in Whoville by end of year three
Tactical Goals: * Implement Carsten`s Classic customer loyalty program * Implement customer feedback system * Implement staff incentive system of monthly bonuses * Create Facebook page to extend website * Hold 24 theme nights over the next year
Purpose
Carsten`s Classic Diner seeks to create a comfortable, fun environment that brings the older generation back to the simplicity of the '50s and '60s, while letting them share it with their children and grandchildren. The marketing exists to create and strengthen bonds across generations, with the tradition of American diner fare and culture as a touchstone.
Picture
A new customer is often referred
Entrepreneurship
Prof. Millan
Restaurant Marketing Plan
Carsten`s Classic Diner
Plan Outline * 1.0 Marketing Vision * 2.0 Ideal Customer * 3.0 Remarkable Difference * 4.0 Core Strategy * 5.0 Product/Service Innovation * 6.0 Marketing Materials * 7.0 Web Plan * 8.0 Lead Generation Plan * 9.0 Lead Conversion Plan * 10.0 Service Experience * 11.0 Marketing Calendar * 12.0 Critical Numbers * 13.0 Marketing Training Game
Marketing Vision
Carsten`s Classic Diner is a place for family togetherness organized around a common love of the traditional American diner and the simpler times of the '50s and '60s. Carsten`s Classic Diner transcends a typical theme restaurant by putting real heart into customer service and the quality of its food, so that its unique presentation and references to times past are just part of the picture.
Goals
CEO's Goals: * Reduce shift management time to 25% of time, devoting the remainder to marketing direction and strategy * Devote at least two hours per day to marketing activities
Marketing Goals: * Achieve revenue of $1.8 million per year in year three * Open a second restaurant in 2015
Strategic Goals: * Become the top family restaurant in Whoville by end of year three
Tactical Goals: * Implement Carsten`s Classic customer loyalty program * Implement customer feedback system * Implement staff incentive system of monthly bonuses * Create Facebook page to extend website * Hold 24 theme nights over the next year
Purpose
Carsten`s Classic Diner seeks to create a comfortable, fun environment that brings the older generation back to the simplicity of the '50s and '60s, while letting them share it with their children and grandchildren. The marketing exists to create and strengthen bonds across generations, with the tradition of American diner fare and culture as a touchstone.
Picture
A new customer is often referred