marketingseafood peddler
Post on 05-Apr-2018
221 Views
Preview:
TRANSCRIPT
-
7/31/2019 MarketingSeafood Peddler
1/34
Marketing
Discover a "Hidden Treasure!"The Seafood Peddler Restaurant
& Oyster Bar is just minutes from
the Golden Gate Bridge and
Richmond Bridge in San Rafael.
You will enjoy indoor and outdoor
waterfront dining, superb seafood, a
full bar, and live entertainment. Our
"New England Lobster Days" and
"Fresh Fish Market" just can't be
beat.
-
7/31/2019 MarketingSeafood Peddler
2/34
Our premier marketing goal is to becomethe landmark seafood eating
establishment for Northern California.
Target Market
-
7/31/2019 MarketingSeafood Peddler
3/34
Target Market
The target market does not necessarily have asophisticated palate, but is able to recognizefresh fare and discern a higher quality level of
food. Seafood sometimes can intimidate peopleand they go to places they know and feelcomfortable with. Consumers are content whenthey know that they are being served the bestquality food available to them with a value that
cannot be exceeded.
-
7/31/2019 MarketingSeafood Peddler
4/34
The combination of seafood and Italian
fare at the SEAFOOD PEDDLER linksthe popularity of two widely acceptedcuisine's into one concept.
-
7/31/2019 MarketingSeafood Peddler
5/34
The SEAFOOD PEDDLER is ableto leverage large inexpensiveportions of imported pasta andsauces with fresh seafood for adynamic plate presentation. The
customer receives a wonderful mealwith an excellent price to valuerelationship.
-
7/31/2019 MarketingSeafood Peddler
6/34
The alternative for the targeted
customer is a more expensive meal withan intimidation factor, where food qualitymight be comparable, but portions aretypically less abundant and usually not
as good.
-
7/31/2019 MarketingSeafood Peddler
7/34
For the past year we have conducted
much research evaluating potentiallocations throughout California and theWestern region of the United States andhave chosen the San Francisco Bay
Area's Marin County, California as themost logical starting point for our Westernexpansion effort.
-
7/31/2019 MarketingSeafood Peddler
8/34
According to an article in the Los AngelesTimes as the U.S. Census Bureauprepares for Census 2000, demographersalready are predicting that the nation'smost populous state will continue to growfaster than any other adding nearly 18
million people to California's populationby 2025.
-
7/31/2019 MarketingSeafood Peddler
9/34
Furthermore, a recent article from
The Wall Street Journal reported
that California's economy is growingfaster than expected. Californiapersonal income is expected to jump6.1% after an adjustment for inflationand retail sales are seen rising5.9%.
-
7/31/2019 MarketingSeafood Peddler
10/34
Located about 10 miles North of San Francisco,(Central Marin County) San Rafael, Californiademographics demonstrate the ideal customer for theSEAFOOD PEDDLER operation. This San Franciscosuburb community just North of the Golden Gate
Bridge is inhabited by educated workingprofessionals with an average income of $70,460.00annually. Marin County provides a great market forour concept as the economy is on the rise and offersan "A" location opportunity.
-
7/31/2019 MarketingSeafood Peddler
11/34
An "A" location is surrounded bymiddle and upper class incomes,
over 100,000 people within a 5 mileradius, and many commercialfacilities. There are many retail
shopping centers and malls, andseveral office buildings.
-
7/31/2019 MarketingSeafood Peddler
12/34
Marin County, specifically San Rafael is an ideal areafor an "A" rated location as there are 133,280 peoplewithin a 5 mile radius, 278,778 within a 10 mileradius, (these numbers are on the rise) with
an average age of 39. These demographics demonstrate an excellent
opportunity for the expansion and growth of theSEAFOOD PEDDLER operation to commence in San
Rafael, California.
-
7/31/2019 MarketingSeafood Peddler
13/34
The first location we have chosen forour restaurant expansion effort is
located in San Rafael, California.
It is positioned on a frontage roadadjacent and visible to both the North
and South directions of Highway 101, amajor thoroughfare that runs throughthe entire state of California.
-
7/31/2019 MarketingSeafood Peddler
14/34
The demographics suggest educatedworking professionals with averageincome of $78,594.00 annually.
Approximately 100,000 people and aheavy concentration of commercialfacilities are within a 5 mile radius of thetarget location of the restaurant.
-
7/31/2019 MarketingSeafood Peddler
15/34
There are many retail shopping centers andmalls within a 2.5 mile radius and several
modern office complexes within a 2 mile radius.Restaurant industry studies suggest such alocation is ideal for a la carte dinner sales,lunch and banquet operations and the locationadjacent to the water and having an attached
marina is well suited for a seafood facility.
-
7/31/2019 MarketingSeafood Peddler
16/34
In addition to prime visibility for our secured
establishment another major commodity isthe fact that it is located on the water. TheSan Rafael canal, a water outlet from the SanFrancisco Bay borders the restaurant
providing an excellent opportunity for outdoorterrace dining with a view of the water, not tomention tremendous unique promotionalstrategies.
-
7/31/2019 MarketingSeafood Peddler
17/34
This landmark location comes equipped with amarina including 850 feet of waterfront with multipleboat docks, making it one of four locations in the SanFrancisco Bay Area where water enthusiasts candock their vessels and dine. Weather conditions inthis part of California are favorably conducive to
boating, sailing, and patio dining almost year roundwhich provides another advantage for increasedrevenue and further success.
-
7/31/2019 MarketingSeafood Peddler
18/34
This particular establishment will
warrant approximately 365 indoor seatsplus a banquet and special eventsfacility of an additional 200 seats, as
well as outdoor terrace seating. Inaddition, there are several commercialbuildings and two major shopping
centers within a quarter mile.
-
7/31/2019 MarketingSeafood Peddler
19/34
Currently there are major plans for re-development inthe area as there are commercial facilities in the
construction phase, therefore providing not onlysubstantial a la carte dinner sales, but a fantasticlunch and banquet business opportunity.
Since our establishment is situated on the water it isobviously an ideal location for a seafood restaurant
as it perfectly compliments our concept and image,and undoubtedly will be a major contributing factor toour benefit and success.
-
7/31/2019 MarketingSeafood Peddler
20/34
Upon investigating the other restaurants in the areawe feel we have considerably more to offer with ouroverall quality and value. Plentiful portions with thefreshest ingredients remain at the top of the listproviding excellent cuisine with a price point that
cannot be surpassed. In addition 60% of our freshfish will be flown in daily from Maine,Boston, Massachusetts, and Rhode Island allowingvery unique menu offerings. The remaining 40% ofour menu will include local seasonal fresh fare
selections.
-
7/31/2019 MarketingSeafood Peddler
21/34
Furthermore, the SEAFOOD PEDDLER will
include a "Fresh Fish Market" concept sellingboth unprepared freshly caught fish orprepared "to go" menu selections, which willinclude the SEAFOOD PEDDLER'S own
"New England Portable Clam Bake." For thecustomer on the run this concept will allow forquick fresh fish market service and/or theoption to enjoy SEAFOOD PEDDLER
delicacies at home.
-
7/31/2019 MarketingSeafood Peddler
22/34
-
7/31/2019 MarketingSeafood Peddler
23/34
Promotion and advertising willconsist of the following:
Public Relations and MarketingInitiatives.
Promotion and Advertising
-
7/31/2019 MarketingSeafood Peddler
24/34
Promotion and Advertising
Promotion and advertising will consist ofthe following:Local newspaper full menu insertsLocal press/media reviews andreleasesRadio advertising
-
7/31/2019 MarketingSeafood Peddler
25/34
-
7/31/2019 MarketingSeafood Peddler
26/34
The SEAFOOD PEDDLER will use a multitude ofadvertising and media to promote our business.However, in the past the most successful means of
promotion has always been an impressed andextremely satisfied customer boasting about the greatmeal and tremendous value for their dollar!
-
7/31/2019 MarketingSeafood Peddler
27/34
Public Relations and Marketing Initiatives.Our public relations and marketing efforts are bestdescribed as the following:Lunch Club Cards- Customers are given lunch clubcards which gives them an incentive to lunch at theSEAFOOD PEDDLER often, as they benefit byreceiving a free lunch as a reward for frequentpatronage.
-
7/31/2019 MarketingSeafood Peddler
28/34
Early Bird Specials- This is aproven and highly successful
marketing strategy to promotesteady business at off-peak hours.
-
7/31/2019 MarketingSeafood Peddler
29/34
Comment Cards- Comment cards
serve a dual purpose. They are anexcellent market tracking tool. Theyalso provide the customer with anincentive to return as there is aweekly drawing for a $25.00 giftcertificate.
-
7/31/2019 MarketingSeafood Peddler
30/34
Gift Certificates- Our customers purchase thousandsof dollars worth of gift certificates annually. During theNovember and December holiday season alone it isnot unusual for one restaurant to generate as much
in gift certificate sales as the actual gross sales ofone day. This an excellent opportunity for loyalcustomers to share their favorite restaurant withfamily and friends, as well as promote new businesson our behalf.
-
7/31/2019 MarketingSeafood Peddler
31/34
Technology Tracking- Our computerinformation system is designed to record andtrack our customers' dining and beverage
selections, and habits on an hourly basis.This information lends to menu specials andperiodic promotion strategies targetedspecifically for our customers.
-
7/31/2019 MarketingSeafood Peddler
32/34
Breakthrough Marketing- Newmenu items periodically are
introduced to show menu diversityand offer the customer an incentiveto return.
-
7/31/2019 MarketingSeafood Peddler
33/34
Banquet/Special Event Marketing-Banquet menus are designed anddistributed to local businesses as well
as being prominently displayed foravailability to customers in therestaurant to promote and attract largegroups for meetings and special event
functions. This strategy has proven toincrease revenue considerably.
-
7/31/2019 MarketingSeafood Peddler
34/34
Waterfront/Marina Promotions- The uniquemarina and docking facility in the San Rafael,California location allows for fabulous
marketing initiatives. We will promote thisspecial commodity to all water enthusiastsand related organizations to further increaseour revenue.
top related