brew & chew final
Post on 12-Apr-2017
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Presented By:
Meghan Brieck, Caroline Dumas, Jacqueline Hernandez,
Sarah Kostensky, Jacob Lambo, and Cody Walker
Retailing Management- MKTG 3167-01
Kimberly Roush
Table of ContentsExecutive Summary........................................................................................................................... 3
Business Description........................................................................................................................ 4Company Information................................................................................................................................... 4Objectives and Overall Strategy...............................................................................................................6
Market Analysis................................................................................................................................... 7
Competitor Analysis.......................................................................................................................... 9
Operational Plan............................................................................................................................... 10
Marketing Plan................................................................................................................................... 13Place.................................................................................................................................................................. 13Product............................................................................................................................................................. 14Pricing Strategy............................................................................................................................................ 15Promotion....................................................................................................................................................... 18Presentation................................................................................................................................................... 20People............................................................................................................................................................... 21
Conclusion.......................................................................................................................................... 26
REFERENCES.................................................................................................................................... 27
APPENDICES...................................................................................................................................... 28
APPENDIX A—COMPANY SWOT............................................................................................... 29
APPENDIX B—COMPETITOR SWOT........................................................................................30
APPENDIX C – MENU...................................................................................................................... 31
APPENDIX D—CAMPAIGN FLOWCHART...............................................................................32
Executive Summary
Brew & Chew is an up and coming new brewery in the Buckhead, Georgia area.
Brew & Chew is not just a brewery; we also offer select drinks and appetizers. This is
not just a place for you to sit down and have snacks and brew beer, Brew & Chew is an
experience like no other. Brew & Chew is a one of a kind restaurant. Customers will
come in and sit down at a table to begin the process. They will have an instructor who
will walk them through the brewing process. While brewing they will indulge in our wide
variety of appetizers and drinks. What is such a great feature about Brew & Chew is that
customers will have to return in order to pick up their beer. This gets the customers
back in the store, and we hope that they want to sit down and taste their beer right
there.
We plan on having lots of different types of entertainment offered at Brew &
Chew in order to draw in a different variety of personalities from our target audience.
We know that live music will draw in the crowd, and we believe that customers will come
back because of the overall experience at Brew & Chew.
We plan on using Facebook, Twitter, and Instagram to promote Brew & Chew.
We also plan on using email, radio, website, mail, and flyers as other tools to market the
opening of Brew & Chew. We will run specials that we will also promote through these
channels, to increase our customer base on social media platforms.
Business Description
Company Information
Brew and Chew is your new go-to destination for your dining experience. We
offer a wide selection of handcrafted beers in an urban, upscale atmosphere. We pride
ourselves in our quality beer and service, but are dedicated to creating an unforgettable
experience that leaves you wanting more. We welcome guests to make reservations to
spend an evening with us brewing their own handcrafted beer. With a menu of
suggestions, and creative flexibility, you can brew 2 cases of your own beer. Choose
from free, premade labels, or create a special label with your creative freedom. With a
2-hour brewing process, we invite our customers sit back, relax and enjoy our beers or
wide assortment of wine and hand-crafted cocktails. Additionally, we offer a variety of
delicious appetizers and large plates to fill you up. You can share with the table, or
enjoy it by yourself to satisfy your hunger needs. We recognize that not all guests are
looking for a brewing experience. We offer a bar with an expanded menu for walk-ins.
Not only is it the perfect place for a quick bite out to eat or an evening with friends, but
we invite you to pop in for a drink and enjoy appetizers while you pick up your bottled
and labeled beer.
Our mission is to go beyond your average dining expectations. We seek to
provide you with an unprecedented experience, left completely up to you. At Brew &
Chew, we believe the only thing better than drinking beer, is making your own. Our
mission is incorporated throughout the entire restaurant, ensuring our customers get
VIP treatment, with a unique dining experience, guaranteeing you’ll visit again.
Brew and Chew is a place to expand your taste buds, while creating an
atmosphere and experience for our valued customers. Our vision is to be an upscale
brewery that offers customers the experience of brewing and bottling their own beer
from start to finish. While customers are brewing their beer, with the help of an
instructor, they can choose from our wide variety of appetizers and local beers. We
want Brew & Chew to be a one of a kind brewing and dining experience.
Brew and Chew offers various services in addition to brewing your own beer. We
want to make this an experience for the consumer, not simply a dining experience.
Along with brewing your own beer, live entertainment will be available on certain nights
of the week, and a bar area available for walk-in customers. Along with the appetizers
menu, we will offer slightly larger menu options for those who want to experience Brew
and Chew, without having to brew their own beer.
Several operations and positions will need to be filled to accomplish the goal and
activities at Brew & Chew. We will have brewing professionals that will walk our
customers through the entire brewing process. These professionals will educate our
customers on beer and how the brewing process all began, making the customer feel
like the professional brewer is one of their friends, rather than an instructor.
Brew and Chew will need to hire a restaurant manager to run daily operations.
The manager will be in charge of ensuring all our customers are seated in a timely
manner, their servers are attending to them when needed, and making sure the chefs
are getting orders correct and ready in time for our hungry customers.
Since our brewing activities can take a good bit of time, we ask our customers
that they make reservations a week in advance for brewing prior to their visit, pertaining
to small and/or large groups. We do not welcome walk-ins for the brewing process,
however, walk-ins are welcome in the bar area for a dining experience.
Being an upscale brewery, our target market includes the middle to upper class
with ages ranging from 25-50 years old. Although we do offer alcoholic activities, we
allow anyone 18 years and older to visit our venue with non-alcoholic beverages being
served. Brew and Chew is more than simply a brewery, it’s an experience and we want
to include all customers in the fun. We want to develop our customer base, and if 18-
year-olds come visit early, we gain potentially loyal customers, who can eventually
come drink with us.
Additionally, we target the North Atlanta population, including singles and mature
couples. Our venue gives singles a place to come and mingle, with an opportunity to
meet new people, while giving mature couples a unique date-night or an opportunity for
an adventure. In addition to singles and couples, we target large groups and parties. We
offer private areas that groups can rent for an evening of celebrating or fun with group
packages available.
Objectives and Overall Strategy
Buckhead is filled with restaurants and bars, and Brew and Chew objective is to be
more than simply a bar or a restaurant. We want Brew and Chew to be a go-to hang out
hotspot, where individuals can enjoy the company of friends, unwind after a long day of
work, mingle with others in the community, or simply enjoy a bite to eat. Our brewing
experience is designed to be educational, but is primarily designed to be a unique
activity, unlike any other, where all the matters is having fun.
Market Analysis
With Brew and Chew’s uniquely innovative concept, our facility falls within two
industries: restaurant and alcoholic beverage. The restaurant industry is experiences
continual growth, and allows for several opportunities for Brew and Chew. 2015 saw
restaurant industry sales of $709.2 billion, with $20.6 billion accounting for bar/tavern
sales. Additionally, the restaurant industry accounts of 47% of food dollar spending,
meaning 47% of food sales annually are a result of dining out. A casual dining
experience, Brew and Chew can anticipate 58% of generated gross sales to stem from
table service sales, with less than half stemming from alcoholic beverage sales. The
benchmarks act as an indication that with the majority of gross sales generated from
table service sales, Brew and Chew can focus our attention on optimizing and
perfecting our dining experience, in addition to our unique brewing experience. To
generate awareness and establish our brand name in Atlanta, following industry trends
in marketing endeavors and service standards draw in equal importance. Marketing
trends for the restaurant industry in 2014 saw an increased emphasis on maintaining a
social media presence. 34% of restaurants maintained an active social media presence
in 2014, creating an opportunity for Brew and Chew to create a social media presence
that competes with industry standards, rather than meeting industry standards.
Additionally, technology trends are rapidly growing, including use of restaurant
technology. 35% of consumers are likely to utilize the technology available to them at a
restaurant, including, but not limited to: on-table payment, touch-screen ordering,
televisions, and charging outlets. Brew and Chew will place on table iPads to aid with
directions on brewing, answer frequently asked questions, ask for assistance, and view
the menu. With the increased use of technology offered to customers, an opportunity for
Brew and Chew arises to capitalize on the use of technology in the restaurant,
especially since ages 18-34 and 35-44, which falls within our target market,
approximately 41% choose a restaurant based upon the availability of technology. With
food trends, an increased importance (84% of customers) seek 3 key attributes,
including: meats/seafood being locally sourced, produce locally grown, and natural
ingredients. To satisfy the emerging trends of consumers, Brew and Chew will source
locally grown produce and locally sourced meats fresh daily. Additionally, an organic
food menu will be offered to satisfy our organic and nutrition conscious customers (2015
Restaurant, n.d.). The second industry category that Brew and Chew falls within is the
beer industry, being a brew house and a restaurant. The beer industry has several
different segments, with Brew and Chew falling within a brewpub, a facility that
produces 25% of beer on site, where the beer is brewed primarily for sale within the
restaurant (Craft, n.d.). Brewpubs account for a mere 5.3% of the beer production
industry, posing a large opportunity for Brew and Chew to establish ourselves as a
brewpub mogul in the beer production industry. Brew and Chew produces craft beer,
accounting for 17.6% of beer sales growth, with an 11% share of the beer market
(National, n.d.).
Competitor Analysis
With the opening of Brew and Chew, we’ve conducted an analysis on our primary
competitors in attributes including service type and location. Our primary competitor is
TopGolf, a sports entertainment facility opened in August of 2015. The newest Atlanta
location makes TopGolf’s nineteenth location globally, and the second location in the
Southeast (Atlanta, 2015). TopGolf is a renowned entertainment facility that began in
London and has migrated to 10 states since the launch in 2000. At TopGolf, visitors can
play 7 different golf games with friends and family while enjoying cocktails, food, music,
and your favorite sports team on the 250 HD televisions available. Our Midtown
competitor is equipped with 102 hitting bays across three terrace levels, and a full
restaurant and bar (Atlanta, 2015). The TopGolf Midtown location is newly opened,
thus, we’ve expanded our competitor base to include TopGolf Alpharetta, the first
TopGolf location in the Southeast, that opened in May of 2014. TopGolf company
hosted 4 million visitors in 2014 across 19 locations, with 13.3 million games played and
267 million balls hit (Press Room, 2015). Our secondary competitor is SweetWater
Brewery, founded and opened in Atlanta, Georgia in 1997. With headquarters located in
Midtown Atlanta, the SweetWater headquarters doubles as a brew house with 400-
barrels of SweetWater beer. SweetWater prides itself on its fresh ale, allowing for a
short shelf life of only 90 days. The SweetWater brewery is recognized as one of the
nation’s top 20 craft beers, and ranked 18th out of 3,500 breweries in sales volume. The
SweetWater Brewery is one of Atlanta’s popular tourist attractions, brining in 150,000
annual visitors by offering exclusive tours of the SweetWater brewing experience and
insight into their unique craft beer production (SweetWater, 2015). SweetWater and
TopGolf attract a similar target audience to that of Brew and Chew, creating competition
and potentially effecting the future success of Brew & Chew.
Operational Plan
Brew and Chew will seek out bubbly, enthusiastic individuals to assist in the
Brew and Chew customer experience and become a our customer’s personal
brewmaster. To be considered for hiring, individuals must be 21 years of age, have
previous experience within the restaurant industry, display knowledge in the beer
brewing process, and maintain a customer service oriented mindset. Being a social
environment, individuals hired must be willing to work late hours. The employee who
displays an exceptional work ethic and earns the highest customer return monthly,
tracked via the Brew and Chew card, will receive a gift card, thus encouraging the
employee to maintain their hard work.
To be considered for a management position, employees are required to have 5+
years of previous restaurant experience with exceptional leadership experience and
preferably exhibit advanced knowledge in regards to brewing. Management will work a
minimum of 50 hours weekly with potential overtime.
Brew and Chew will implement three levels of management: strategic
management, restaurant management, and restaurant employees. Strategic
management will uphold various responsibilities and will assume the role of restaurant
manager. The restaurant manager will oversee and manage the kitchen, shift, and bar
managers, ensuring that responsibilities are being fulfilled correctly and efficiently, and
control and minimize the impact of restaurant issues, internal and external.
Our second management team will be comprised of a restaurant manager, a
kitchen manager, a shift manager, a bar manager, and an event planner, all forming
Brew and Chew’s restaurant management. The kitchen manager will oversee the
kitchen staff and the overall functioning of the kitchen, ensuring organization and
cleanliness within the kitchen, ensuring orders are prepared and served to customers
within a consistent, reasonable time frame, and monitoring inventory to report to the
restaurant manager. Shift manager will handle scheduling, ensuring appropriate staff
levels, while not overstaffing to prevent chaos. Additionally, the shift manager will
monitor employees arriving on time, and designate the location within the restaurant
employees will be assigned to. The bar manager is responsible for managing inventory,
cleanliness and organization, and creating uniquely, handcrafted daily cocktail specials
to offer to our customers. Our event planner will handle scheduling live entertainment,
planning private events, and hosting restaurant events, including employee-bonding
events and customer-oriented events.
Our restaurant employees consist of the kitchen staff, a host/hostess, bartenders,
brewmasters, and assistant brewmasters. Our kitchen staff will be responsible for
creating new menu items seasonally to keep our food offerings new and seasonal. Our
host/hostess will assume the responsibility of scheduling reservations, monitoring walk-
ins, and monitoring seating availability. Our bartenders will aid the bar manager in
concocting unique Brew and Chew cocktails, and will be rewarded with a gift card
depending on the number of drink sales a particular cocktail receives. Our largest
employee role, brewmasters, tend to our valued customers and monitor their brewing
experience, instructing them process along the way, and provide our customers with
exceptional customer service. Additionally, a brewmaster assistant will aid the
brewmaster in assisting with questions throughout the brewing process and handling
any needs that may arise with customers that the brewmaster is not able to attend to.
We value our employees and view every employee as an investment. We engage with
our employees and continually demonstrate our care for their personal success by
providing in return a productive workplace. Brew and Chew aims to motivate all
employees to achieve a united goal. To ensure all of our employees align with the
universal goal of making Brew and Chew a one of a kind experience for all guests, all
employees will be evaluated quarterly by managers. Employees will receive minimum
wage, with paid overtime for evenings Brew and Chew is open late. Additionally, we
offer commission for all hourly restaurant employees who bring in large brewing parties,
receiving 10% of the brewing experience revenue. Upper level management will be paid
bi-weekly on a yearly salary, with evaluations quarterly by Brew and Chew owners.
Additional compensation for management will be rewarded in the form of bonuses
following the quarterly evaluations. Evaluations will be based upon overall business
upkeep, sales figures, customer feedback, and restaurant employee feedback.
Marketing Plan
Place
Brew & Chew will be located in an urban, central business district. By doing so,
Brew and Chew will attract employees and residents of the area, which is primarily
comprised of financial and business establishments, thus attracting the desired target
market. Parking in urban areas is a challenge faced by central business district
locations, which poses an inconvenience for customers and may reduce customer
interest. Brew and Chew, however, will offer complimentary valet parking to encourage
customer retention and reduce the inconvenience faced by the customers. Brew and
Chew will be located in Buckhead, which is comprised of Brew and Chew’s primary
target audience. First, Blue Blood Estates, individuals who average an income $120,000
a year, ages 45-64, with excess disposable income who would find pleasure in the
experience of brewing their own beer while enjoying a night out with friends. Second,
Executive Suites, individuals who average an income of $75,000 a year, and are under
the age of 55, again with a significantly large disposable income. Brew and Chew is a
perfect destination for companies to rent and host a corporate event; thus, making these
the perfect segments to target.
Brew and Chew will be located in the North Buckhead area of Atlanta. This area
of Atlanta is characterized by a high median income of $70,000 per year. Because our
store location will be specifically in an urban, central business district, we will be able to
draw in our desired target audience, upper-class business individuals, as well as the
newly employed, younger crowd, fresh out of college. Brew and Chew will be easily
accessible to customers because of the constant foot traffic that occurs around North
Buckhead. We will offer complimentary valet parking service to compensate for the
inconvenient parking of a central business district. Additionally, the area around North
Buckhead, including Chastain Park and Sandy Springs has the perfect demographics to
meet our desired target market.
Product
Brew & Chew provides a product like no other, an educational brewing
experience, allowing customers to make their own beer from start to finish. We’ve
designed a uniquely delicious menu, with appetizers and large plate menu items to
match perfectly with the beer you brew. We’ll leave our customers with a full stomach, a
new brew, and an unforgettable evening. In addition to our in-house brews, wine, and
beer on tap, Brew & Chew will have a bar, fully equipped with 3 whiskeys, 5 vodkas, 3
gins, 4 tequilas, and 3 rums, with endless mixers and creative flexibility of our
bartenders, we’ll have deliciously handcrafted cocktails. When visiting Brew and Chew,
our priority is for customers to enjoy a beer brewing experience, while enjoying yummy
appetizers and cocktails. To urge our customers to participate in our unique beer
brewing experience, we’ve provided a limited assortment of food items to shift the focus
away from a dining experience, and towards the brewing. The menu items we’ve
designed tie into our urban, upscale atmosphere, with gourmet appetizers and an added
southern twist. Our uniquely delicious mama’s fried macaroni and cheese balls include
a combination of three, fresh daily, gourmet cheeses, coated in crunchy bread crumbs
served with the customer’s choice of steamy marinara, Alfredo, or our in-house sauce.
Our artisanal cheese plate invites customers to choose between 6 cheeses and 3 cured
meats to create a brilliantly delicious cheese plate to suit the needs of your cheese-
loving desires. Choose one cheese for $6, or three for $15, or allow your brewmaster to
concoct a delicious cheese plate based on your tastes. Customers will find an
assortment of other snacks, including our homemade chips, spinach artichoke dip, and
a fresh baby arugula salad for our health-conscious customers. Additionally, our menu
will offer customers a few heavier plate options to fill you up quicker. Our famous Brew
Chew Burger is lightly battered in beer, with melted gouda cheese on top and your
choice of onions, tomatoes, lettuce, and pickles. For a calorie-friendly option, we’ve
included a tasty Caprese flatbread with vine ripe tomato’s, fresh mozzarella, and a
delicious gourmet balsamic drizzled on top. We want to finish our customer’s dining
experience strong, with three delectable dessert options that will keep customers
wanting more. Our house made triple decker brookie is a brilliant combination of a
cookie and a brownie, rolled into a delicious snack. Customers can choose to order
brookie bites for the table, or a triple decker brookie to keep to themselves. A side of
rich melted chocolate is included to top off your brookie. We’ve made our menu
unprecedented, just like your experience (See Appendix).
Brew and Chew inventory forecast is based upon nightly reservation capacity. The
majority of Brew and Chew customer traffic will come from large party reservations.
Thus, our inventory will be ordered based upon reservation patterns. Being as a
majority of our inventory is perishable, inventory will be ordered on a just-in-time order
basis to ensure freshness.
Pricing Strategy
With our brewery appealing appeal to a middle/upper class market of individuals, we’ve
employed a high/low pricing strategy. Using a high/low pricing strategy will allow us to
offer our products and services at, or slightly higher, than the market price. Brew and
Chew is a high class, full-service brewery that provides a one-of-a-kind experience.
Brew and Chew is unique to the market, allowing us to charge market value without
interference from competitors. Additionally, the high/low pricing strategy will allow for the
brewery to offer special incentive deals or discounts on certain food items or drinks to
incentivize customers to come in and experience our uniqueness for themselves. A
second incentive for using a high/low pricing strategy is to drive an increase in profit.
Customers will be drawn in by our exclusive experience, loyalty program, and discount
deals, turning into increased profit, as customers will likely end up purchasing our higher
priced products and services. At the end of the day, customers are not only buying a
product, they are buying a unique social experience of learning to brew their own beer,
while enjoying a chic, upscale atmosphere, equipped with food and the handcrafted
drinks that we offer.
We’ve created an exclusive loyalty program for our Brew and Chew customers. Upon
first arrival to Brew and Chew, customers will be asked to fill out the customer
information form placed on the table, asking for name, birthday, phone number, e-mail
address, home address, and how they heard about Brew & Chew. Not only will this
allow Brew and Chew to gather analytical information about our customer base, but it
will become the basis for our loyalty program. After filling out the information form,
customers will receive a Brew and Chew card. This card is swiped every time a
customer comes into the brewery. Once seated, customers will slide their Brew and
Chew card at the on-table iPads. The loyalty card will allow us to identify customer
lifetime value, targeting future discounts and promotions to our customers with the
highest customer lifetime value. Gathering this information will allow us to send special
coupons and incentive deals for customers on their birthday or other special occasions
to draw customers back to the brewery. When a customer’s birthday arrives, Brew and
Chew will mail a 30% off group deal with the aim of encouraging customers to visit Brew
and Chew to celebrate their birthday in our entertaining environment. Our birthday
promotion will go beyond getting customers into Brew and Chew for simply a birthday
celebration. The deal will bring in current customers, in addition to friends of the
customers who come in to celebrate, further expanding our customer base. Additionally,
gathering customers’ information gives Brew and Chew the opportunity to send out
promotions through e-mail, in additional to direct mail. Our loyalty program is one of the
main focuses of Brew and Chew’s marketing efforts and is imperative to the success of
our brewery. Additionally, we can distribute information via mail and e-mail about
upcoming live entertainment, food and drink specials, and exciting events happening at
the brewery. By using the Brew & Chew Customer Card process, we will be able to
keep track of how many times specific customers visit Brew and Chew and the time of
day individuals visit. As an incentive for being a frequent customer, Brew and Chew will
promote customers to a higher tier level, cascading from Black, Bronze, Silver, Gold, to
Platinum, based upon the number of times a customer has visited the brewery. The
higher the tier level, the larger and increased frequency of discount offers to recognize
our loyal customers. We hope our tiered frequent shopper program will go beyond
encouraging current customers to return, and generate word-of-mouth advertising,
drawing in new customers.
Promotion
The name Brew and Chew was created based upon the distinctiveness of our
company. Brew and Chew is an upscale brewery that offers appetizers and limited large
plates, while brewing beer. We designed our logo to exemplify the urban, upscale feel of
our restaurant, while demonstrating what we do. Our name differentiates us from our
competitors with simplicity, and a catchy twist. Brew and Chew is a name we hope our
customers can’t forget.
We plan on implementing a wide range of of media element platforms. First, we
plan on using direct mail. Prior to opening, we will mail an information card containing
our social media channels, contact information, a brief excerpt with the Brew and Chew
concept to generate buzz and interest within the community. Additionally, the
information card will contain a sample of our menu to create excitement about our food
offerings, and announce our Brew and Chew grand opening event.
A second form of direct mail we plan to implement is the use of flyer invitations
for the grand opening. The flyers will be distributed prior to the grand opening, being
placed in retail establishments within the area for customers to grab when checking out.
The flyer will include a coupon code that can be redeemed upon the next visit to Brew
and Chew. By incentivizing customers with a coupon, we hope to draw in a large crowd
following the grand opening and begin forming our customer base.
Though Brew and Chew will not use radio as a continuous means of advertising,
radio will be used to announce the grand opening through the major radio channels
within our trade area, including: Q100, Star94, The Bull, Kiss, The River, HOT, Pandora.
We plan on running radio commercials a month prior to the opening, and aim to have
the commercials broadcasted during morning commute hours, the lunch hour, and the
evening commute, allowing us to target our potential customers and further generate
excitement.
We will be using Twitter, Facebook, and Instagram as social media platforms to
advertise with. We’ve created a Twitter handle, @ATLBrewandChew, and plan to
update our the account with general company news, upcoming events, daily cocktail
specials, and to raise initial awareness of our company. Additionally, we will utilize
Twitter to communicate with our customers, and with other retail establishments in the
community to create partnerships with community members. Our second social media
platform, Facebook, will be used to support our Twitter promotions of the grand
opening, alongside promoting special events at Brew and Chew. Our Instagram
username is atl.brew.chew. Instagram will be used to post enjoyable, interesting content
to grab the attention of followers. Additionally, Instagram will be used to host contests,
further allowing us to connect with our customers and incentivizing customers to
participate for a coupon towards their next visit.
To reach our primary trade area and secondary trade area, we will send out e-mails
through the local Home Owners Association newsletters. Thus, creating hype for the
grand opening and future events, including Live Music, and to advertise and distribute
coupons to local residents. The frequency of distribution depends on the Home Owners
Association, however, we anticipate reaching out to these associations every month
providing them information about the upcoming events happening at Brew and Chew.
Additionally, we will create a website, which will include links the menu, location
information, directions, our contact information, an “about us,” the option to take a virtual
tour, make reservations, and frequently asked questions. Direct links to our social media
platforms will be on the website to allow viewers to connect with us quickly (See
Appendices for Campaign Flowchart).
Presentation
With the uniqueness of our establishment, Brew and Chew will be unable to implement
a standard store layout. Brew and Chew will use a combination of a grid layout and a
freeform layout. Our bar will be designed using a mock-grid layout, by placing three
high-top tables parallel to the bar, where walk-ins are welcome to enjoy appetizers and
cocktails, or where customers can relax after finishing their brewing experience. The
remaining portion of Brew and Chew will use a mock-freeform layout, allowing for a
relaxing, free-flowing movement throughout the restaurant. Freeform layouts lack a
traffic pattern, thus, we will utilize marquee signs as category signage to indicate to
customers the various phases of the brewing process to further prevent confusion.
Additionally, call-to-action signage will be available on the table iPads, indicated to
customers the various social media platforms they can connect with Brew and Chew on,
and to further engage our customers. Additionally, the host/hostess stand will be placed
in the feature area to guide customers into the restaurant upon entering, and prevent
customers from becoming overwhelmed upon first visit. Alongside the walls, we will
have booths for customers to sit in, in addition to table floors. The booths, however, will
aid in decluttering floor space and prevent customers from feeling intruded upon when
other groups are brewing their beer. To ignite the senses of our customers, Brew and
Chew will utilize lighting, music, and color. Brew and Chew will be dimly lighted, with
wall fixtures providing the majority of the light. Additionally, our marquee signage aid in
lighting the facility, while not being overbearing. The latest music will be played through
Brew and Chew, specifically top 100 hits, to further make the experience enjoyable. We
believe music will get our customers moving, and maybe even dancing, and will further
contribute to our vibrant atmosphere. Additionally, our rustic brown and black coloring
will contribute to Brew and Chew’s brewery feel.
People
Overall, we want customers to get a welcoming and social feel from the
environment when they walk into Brew and Chew. Therefore, we hired upbeat, social,
hardworking employees who contribute in portraying this environment in our brewery
and make customers want to come back. We encourage our employees to take a
personalized service approach to our customers because we want our employees to
cater to the individual needs and wants of each and every customer who comes to Brew
and Chew, allowing us to successfully execute our customer service strategy.
Some of the specific services we provide for customers is the acceptance of
credit cards. Today, the majority of customers use credit/debit cards, thus acceptance of
all payment types is imperative to satisfy customers. We will accept Visa, MasterCard,
Discover, and American Express. Cleanliness is important not only to us, but to our
customers too. We will ensure cleanliness in the restroom facilities, with updated
appliances to satisfy our upscale customer base. Additionally, our website will allow for
previous customers to leave comments about their experience at Brew and Chew,
allowing potential customers to hear other customers’ experiences. We believe in
hearing 100% honest feedback. If a customer is dissatisfied, we will seek to mend the
situation and use the feedback as a learning experience to improve our services.
Extended store hours are an additional service we provide for our customers.
Because Brew and Chew is a place for social gatherings, on Fridays and Saturdays we
keep our Brewery/Bar open late night, until 2:00am. We will also provide adequate
parking for all customers to park conveniently near the brewery. During our busy
weekend days of Friday and Saturday, we will hire Ameripark Valet Service to come
offer the option of valet parking for customers.
Lastly, we offer a demonstration of our merchandise. Our brewing professionals
are always there to teach and demonstrate the process of brewing beer, making
customers feel comfortable with experience.
FINANCIAL PLAN
Measurement and Evaluation
It is imperative that we use numerous methods of financial measurement to
analyze whether Brew and Chew is maintaining profitability and hitting our benchmark
numbers. This will give our management team an idea of how the business is
performing, and if necessary changes need to be made to our operational plan in order
to increase profits. We will specifically use the Profit Management path in order to
monitor the success of Brew and Chew and guarantee we are achieving an acceptable
return on assets. We chose to use this path due to the fact that we will be turning over
large quantities of alcohol, food, and brewing supplies; therefore, it is important to make
sure that we are maintaining acceptable profits from each dollar of sales. We will
constantly have a large inventory because of the variety of alcohols and foods that we
offer, thus it is important to ensure that we are remaining profitable with the goods we
sell. Since Brew and Chew is not mass producing beer and selling to stores, we are less
concerned with turning over inventory as quickly as possible. We will maintain high
profitability through limiting expenses when we can and decreasing our cost of goods. In
order to limit our expenses, it is crucial for Brew & Chew to be strategic about limiting
our selling expenses by paying our employees a sufficient, but fair wage. Another way
we can maintain profitability through limiting expenses is by cutting rent costs. The best
way to achieve this is by renting a space that can handle all of our operational needs,
but not over estimating the amount of needed space we to prevent rent costs from
rising. One method that will help cut down our long-term expenses is by maintaining our
capital equipment. Capital equipment like brewing machines, a bar, tables and chairs,
and other supplies that we need for successful operations are costly. An easy way to
avoid unnecessary expenses is by performing monthly maintenance checks, and
cleaning the brewing machines following each use, allowing us to expand the life cycle
of the equipment and therefore, reducing depreciation expenses.
In order for Brew & Chew to maximize Return on Assets, it is also crucial to
reduce the cost we pay for the goods sold in store, including beer, liquor, and food. The
best ways to optimize cost is by limiting freight costs of having inventory shipped to the
store location. The easiest way to do this is by establishing good relations with our
vendors. First, by having a good relationship our vendors, they will likely agree to split
costs of having our freight moved from their distribution center to our store. Second, if
we have established a consistent purchase order schedule with our vendors, they are
likely to cut costs and give us exclusive prices on the goods we a receiving from them.
All of these methods are crucial for operating a successful and profitable brewery/bar
and maximizing ROA.
The best way to analyze whether Brew and Chew is successful in our operations
and maximizing ROA is by looking at specific financial figures. For example, one
important measure to analyze financial success is gross margin. Gross margin
represents the percent of total sales revenue that the company retains after incurring
the direct costs associated with producing the goods and services sold by a company.
In order for Brew and Chew to increase ROA, we must maximize sales revenue
retained after taking on costs of producing the goods and services we sell. We arrive at
another important financial figure by taking gross margin and subtracting Selling,
General, and Administrative Expenses, which gives us Operating Profit. Operating Profit
is the profit earned from a firm’s normal core business operations. It is important to keep
an eye on each of these financial figures to ensure that we are remaining profitable.
Another performance measure we will use is Return on Investment. ROI is a measure of
productivity that tells us what our return on investment is relative to the cost of what we
paid for it. This measure will monitor that we are investing wisely and profitability. The
best way we can monitor our success is by constantly monitoring all of the financial
performance measures discussed above, as well as reviewing feedback from
customers. Financial analysis will occur monthly. This allows for Brew & Chew to
monitor the rise and fall of our financial success and be proactive about making
changes to our daily operations if there are consistent shortfalls in profitability.
Conclusion
Our plan is to provide you with the best experience of brewing your own beer. Brew &
Chew is an upscale brewery targeting young professionals. We offer reservations for
groups/ large parties and live entertainment. We are located in Buckhead, Georgia to
meet who our target audience would be. Brew & Chew is not like any other brewery, we
offer our customers the experience of brewing your own beer from start to finish. Being
part of the experience here at Brew & Chew will allow you to make great memories with
friends and family. Our one of kind brewery will make you begging to come back.
REFERENCES
"Alpharetta Fact Sheet - Topgolf." Topgolf. Web. 28 Nov. 2015. <http://topgolf.com/us/company/press-room/fact-sheets/alpharetta/>.
"Atlanta Midtown Fact Sheet - Topgolf." Topgolf. Web. 28 Nov. 2015.<http://topgolf.com/us/company/press-room/fact-sheets/atlanta-midtown/>
Craft Beer Industry Market Segments. (n.d.). Retrieved December 1, 2015, from https://www.brewersassociation.org/statistics/market-segments/
National Beer Sales & Production Data - Brewers Association. (n.d.). Retrieved December 1, 2015, from https://www.brewersassociation.org/statistics/national-beer-sales-production-data/
"Press Room - Topgolf." Topgolf. Web. 28 Nov. 2015. <http://topgolf.com/us/company/press-room/>.
"SweetWater Brewing Company General Facts and Information." SweetWater Brew. Web. 28 Nov. 2015. <http://sweetwaterbrew.com/wp-content/uploads/SweetWater Fact Sheet>.
2015 Restaurant Industry Forecast. (n.d.). Retrieved December 1, 2015, from http://www.restaurant.org/Downloads/PDFs/News-Research/research/ForecastExecSummary2015-FINAL.pdf
APPENDIX A—COMPANY SWOT
Threats
Competitors with Established BrandLower Cost Entertainment AvailableCompetitors Mimicking Idea
Opportunities
Frequent “Brewer” ProgramFranchise OpportunitiesExpansion Opportunity
Weaknesses
Weak Brand ImagePotential WearoutWeak to No Market Presence
Strengths
Unique Entertainment ExperienceLarge Growth OpportunityUnique Market Segment
APPENDIX B—COMPETITOR SWOT
Threats
Lower Cost ExperiencesFacility MaintenanceNew Entertainment Facilities
Opportunities
Weekly Live MusicGolf LessonsFrequent “Player” Program
Weaknesses
Weak Domestic & Global PresenceDependence Upon Golf CommunityRepetitive ExperienceWearoutWait TimeExperience Dependent on BeerOne-Time Experience
Strengths
Unique Entertainment ExperienceEstablished Brand ImageLarge Market ShareConsistent Service
APPENDIX D—CAMPAIGN FLOWCHARTDate Twitter Instagram Facebook Radio e-mail Direct MailMonth before opening
1-3 times a day. Reference grand opening
1-3 times a week. Reference grand opening
Every other day, talking about grand opening, sample of menus, inside pictures
Once weekly, high travel times, grand opening and Brew and Chew concept
Send out the exclusive invites, talk about what Brew & Chew is, Sample Menus, talk about grand opening
Send out the exclusive invites, talk about what Brew & Chew is, Sample Menus, talk about grand opening
Opening Week
1-3 times a day promoting the grand opening
3 times a week talking about grand opening
Every day, talking about grand opening,
Everyday around high travel times, talking about grand opening
Send out the exclusive invites, and remind them of the grand opening
Send out the exclusive invites, and remind them of the grand opening
Week after opening
1-3 times a day coupons or specials coming up
1-3 times that week, coupons or specials coming up
Every other day, posting photos of the weekend, any coupons, or specials coming up
Once or twice that week talking about specials coming up
Send out coupons
Send out coupons
Every second Saturday of the month will be live music
1 post per day featuring the live music for Saturday
1 post featuring the live music for Saturday
1 post featuring the live music for Saturday
Every other day talking about the live music Saturday
Send out information as to what live music will be at Brew & Chew on Saturday
Send out information as to what live music will be at Brew & Chew on Saturday
Once a month coupons
1 post per week with coupon for the month
1 post per month with coupon for the month
1 post per week with coupon for the month
N/A Send out coupon for the month
Send out coupon for the month
Specials Post 1 time Post 1 `1 post with Announce Send out Send out
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