Survey  From  restaurant  email  list  Survey  format  was  asked  from:  excellent  to  poor  ra9ngs  

Focus  Groups    20  randomly  selected  people    

Blind  Taste  Test  (20  people)  Blindfolded  each  person,  and  put  two  plates  in  front  of  them.  Plate  “A”  had  half  of  a  five  napkin  burger  (the  restaurant’s  signature  -­‐-­‐  with  gruyere  cheese,  caramelized  onions,  and  rosemary  aioli  on  a  white  roll)  and  Plate  “B”  had  half  of  a  burger  from  the  compe9tor  

Super  Heavy    Users  Asked  6  customers  that  go  to  Five  Napkin  on  a  regular  basis  

Mission:  to  provide  the  community  with  a  hand-­‐crafted  sushi,  appetizer,  and  entree  salads,  and  a  full  selection  of  entrees    

Culture:  casual,  fun,  and  neighborhood  feel  lines  of  business:  burgers,  sushi,  and  drinks  

Priorities:  provide  customers  with  a  wide    variety  of  gourmet  food  and  drink  options    

Primary:  

Secondary:  

From  a  broad  context:  Competitors  are  restaurants  that  have  a  variety  of  moderately  price  burgers,  as  well  as  menu  drink  options  and  other  entrée  options.  In  addition,  the  atmosphere  is  more  on  the  upscale  side.    

Size:    7  Locations  

General  health:    Economically  Stable  

Rationality/seasonality:    Seasonally  based,  does  well  in  the  summer/spring  

Distribution:    Four  loca9ons  in  New  York  City,  one  loca9on  in  Boston,  one  loca9on  in  Miami,  and  one  loca9on  in  Atlanta  

Sales:  Average  around  one  million  dollars  a  year    

Share  of  the  Market:  Us  30%  ownership  of  the  Boston  Burger  market    Them  40%  of  the  market  within  the  competitive  context  

Strengths:  Us  •  Unique  atmosphere  •  Aptly  named  •  Well  constructed    •  Burgers  attract  specific  customers  

•  Beantown  burger-­‐  Tourists  Weaknesses:  Us  •  Trying  to  be  all  things  to  all  people  

Them  Tradi9onal  style  burgers  Strong  bar  atmosphere  Solid  year-­‐round  customer  base  great  loca9ons-­‐  waterfront  and  Newbury  street  

Them  •  Menu  is  not  unique,  lacking  in  

variety  •  Haven’t  dis9nguished  the  burgers  

from  the  rest  of  the  menu  

Image  and  awareness:    •  Us:  don’t  have  a  clear  or  definite  image,  and  do  not  have  an  awareness  

of  where  they  stand  in  the  market  or  what  differen9ated  them  from  their  compe9tors    

•  Them:  tradi9onal,  American  dining  for  everyone  

 Pricing:    •  Us:  don’t  have  a  clear  or  definite  image,  and  do  not  have  an  awareness  

of  where  they  stand  in  the  market  or  what  differen9ated  them  from  their  compe9tors    

•  Them:  tradi9onal,  american  dining  for  everyone  

Pre-­‐existing  Communications  strategies:    •  Website  •  Online  reservations  •  Twitter    •  Facebook  

Product  development  strategies:    NONE  

Demographics,  lifestyles,  values:    Those  looking  for  a  reasonably  priced  restaurant  with  a  nice  environment  (i.e.  tourists,  kids  on  vacation,  families)  

Relationships/attitudes  toward  the  category  and  brand:    Customers  are  not  familiar  with  a  distinct  concept  of  brand.  They  are  driven  by  location.  

Usage  patterns:    No  local  fan-­‐base,  customers  go  there  once  or  twice  before  moving  on  

Buyer  decision  dynamics:    Beantown  and  Five  Napkin  are  best  sellers  because  of  their  names.  

Demographics,  lifestyles,  values:    Those  looking  for  traditional  american  cuisine  and  bar  atmosphere  

Relationships/attitudes  toward  the  category  and  brand:    They  go  there  because  they  have  heard  of  it  before.  It  also  has  a  distinct  appearance  that  is  attractive  and  comfortable  

Usage  Patterns:    Local  fan  base,  customers  go  once  and  continue  to  go  back    

Buyer  decision  dynamics:    Bestseller  is  the  Joe’s  Original  Burger  

Sales:  Increase  sales  during  off  season  by  20%  by  attracting  a  local  customer  base  

Distribution:    Social  media,  Corporate  Connections,  Local  promotional  efforts  (ie.  Magazines,  appearances  on  television  shows,  Restaurant  week  partnership)  

Competitive  Position:  We  came  up  with  the  idea  that  Five  Napkin  Burger  is  a  burger  boutique  as  opposed  to  a  burger  joint.  We  believe  that  the  Five  Napkin  Burger  is  the  Classy  Burger.  We  hope  to  appeal  to  people  between  the  ages  of  21-­‐30  who  are  trendy,  hot,  young  professionals  looking  for  a  gourmet  burger  and  want  a  consistent  location  that  allows  a  mix  of  business  and  pleasure.  

The  Artistry  of  Burgers  • Visually  looks  tasty  • Appealing  to  all  senses  • Classy  • Flavor/ingredients    

Target:  21-­‐30  year  old  trendy,  business  conscience,  urban  dwellers  looking  for  an  updated  version  of  the  traditional  burger.    

Purpose:    •  To  come  eat  at  5  Napkins  with  family,  friends,  or  co-­‐workers  and  order  a  classy  

American  meal  

Current  Response:  •  “I  have  never  heard  of  5  Napkins  burgers”  •  5  Napkins  is  probably  just  like  any  other  burger  joint  •  Typical  burger  joint  perception  :  

•  cheap  •  fast  •  casual  

•  not  that  good  food  

Position:    •  A  mature  environment,  casual,  vintage.  •  Good  quality  classy  food,  gourmet.  •  Fairly  priced  •  Calls  on  all  our  senses  (decoration,  atmosphere,  good  food,  nice  music)  

Benefit:  •  Great  food  -­‐  The  client  knows  he  or  she  is  eating  fresh  ground  meat  and  can  taste  the  rich  ingredients  specifically  handcrafted  for  them    

•  Great  environment  leading  to  great  experiences  •  Decoration  (i.e.  Reminds  people  about  "La  casa  del  Jamon"  -­‐For  people  who  travel  the  world  and  know  good  meat  -­‐  feel  a  certain  relation  to  the  product  if  they  recognize  this)  

•  A  fun  place  to  come  for  casual  drinks  and  a  meal  with  friends  (Happy  Hour  every  day)  

•  Decent,  moderate  price  

Desired  response:    5  napkin  burger  was  a  classy  yet  casual  place  to  come  and  have  a  couple  drinks  during  the  happy  hour  and  eat  delicious  fresh  ground  meat  burgers.  I  love  to  come  to  5  napkins  every  chance  I  get  for  a  special  and  fair  priced  German/US  cuisine.    

Personality:    •  fun  •  semi  -­‐  causal  •  mature  •  vintage  •  The  “it”  place  to  be  

“The  goal  of  our  communica9ons  plan  is  to  refocus  the  image  of  5  Napkins  burgers  as  the  

home  of  gourmet  ar9san  burgers.    

We  hope  to  appeal  to  people  between  the  ages  of  21-­‐30  who  are  trendy,  business  

focused  looking  for  a  gourmet  burger  whose  environment  reflects  the  class  of”  

Menu  Revamp  Five Napkin BurgerSuggested Side: Tuscan FriesDrink Pairings: Beer: Blue Moon: Spring Blonde Wheat Ale Wine: Merlot Cocktail: Peach Bellini 1/3 Prosecco 2/3 Peach Nectar blended with simple syrup CheeseburgerSuggested Side: French FriesDrink Pairings: Beer: Budweiser Wine: California Zinfandel Cocktail: Pop Rocks on !e Beach1/2 oz Vodka1/2 oz Midori melon liqueur1/2 oz Chambord raspberry liqueur3 splashs Pineapple juiceRim glass with crushed Strawberry Pop Rock candy Bacon Cheddar BurgerSuggested Side: Tater TotsDrink Pairings: Beer: Amstel Light Wine: Pinot Gris Cocktail: Frozen Margarita2 tsp coarse salt1 lime wedge3 oz white tequila1 oz triple sec2 oz lime juice1 cup crushed ice Inside Out BurgerSuggested Side: Sweet Potato Fries http://www.cnngo.com/sites/default/"les/imagecache/inline_image_624x416/2011/01/20/Shanghai-cocktails----el-Coctel-Midnight-Negroni-----inline2.jpgDrink Pairings: Beer: Bud Light Lime Wine: White Zinfandel Cocktail: White Sangria1/2 cup peach schnapps1/2 cup cognac1/4 cup white sugar4 oranges, sliced into rounds2 mangos, peeled and sliced4 (750 milliliter) bottles dry white wine, chilled1 liter ginger ale, chilled Beantown BurgerSuggested Side: Homemade Onion RingsDrink Pairings:Beer: Samuel Adams: Boston LagerWine: Chardonnay

FIVE NAPKIN BURGEROriginal Artisan Non-Beef Burgers5

Italian Turkey Burger!is burger is something a little di#erent, the $avors of melted Italian mozzarella, spicy vine-ripe tomato sauce, vinegar peppers, sesame egg roll create uniquely pleasing $avor combina-tion.

5 Napkin Veggie BurgerA delicious patty homemade with local vegetables, topped with our house 5N sauce, b&b pick-les, and famer’s market fresh lettuce & tomato on a freshly baked multi grain roll.

Ahi Tuna BurgerA truly unique burger, the Ahi Tuna Burger is marinated in ginger. Topped with scallions and soy, Wasabi mayo, tempura fried onions, on a sesame egg roll.

Lamb Kofta Burger!e Lamb Ko%a burger features a lamb patty topped with chopped vine-ripe tomatoes, local farmer’s market cucumbers, homemade pepper & onion salad, our house tahini sauce, on a freshly baked so% white roll.

Corporate  Connections  Five Napkin BurgerSuggested Side: Tuscan FriesDrink Pairings: Beer: Blue Moon: Spring Blonde Wheat Ale Wine: Merlot Cocktail: Peach Bellini 1/3 Prosecco 2/3 Peach Nectar blended with simple syrup CheeseburgerSuggested Side: French FriesDrink Pairings: Beer: Budweiser Wine: California Zinfandel Cocktail: Pop Rocks on !e Beach1/2 oz Vodka1/2 oz Midori melon liqueur1/2 oz Chambord raspberry liqueur3 splashs Pineapple juiceRim glass with crushed Strawberry Pop Rock candy Bacon Cheddar BurgerSuggested Side: Tater TotsDrink Pairings: Beer: Amstel Light Wine: Pinot Gris Cocktail: Frozen Margarita2 tsp coarse salt1 lime wedge3 oz white tequila1 oz triple sec2 oz lime juice1 cup crushed ice Inside Out BurgerSuggested Side: Sweet Potato FriesDrink Pairings: Beer: Bud Light Lime Wine: White Zinfandel Cocktail: White Sangria1/2 cup peach schnapps1/2 cup cognac1/4 cup white sugar4 oranges, sliced into rounds2 mangos, peeled and sliced4 (750 milliliter) bottles dry white wine, chilled1 liter ginger ale, chilled Beantown BurgerSuggested Side: Homemade Onion RingsDrink Pairings:Beer: Samuel Adams: Boston LagerWine: ChardonnayCocktail: Boston Sidecar

FIVE NAPKIN5 BURGER

FIVE NAPKIN BURGER

SIDES

French Fries

Tuscan Fries

Sweet Potato Fries

Tomato, Avocado & Cotija Salad

Tater Tots

Homemade Onion Rings

Cole SlawSteamed

Broccoli

Bowl of House Cured Pickles

Side Salad

5

Original Artisan Beef Burgers

Catering Menu

The Original 5 Napkin BurgerOur famous namesake burger features 10 oz. of our own imported freshly ground beef, French

gruyere cheese, sweet caramelized Vidalia onions, homemade rosemary aioli, freshly baked soft

white roll.

CheeseburgerA classic burger made with prime ingredients featuring 10 oz. of our own imported freshly ground

beef, choice of gruyere, gouda, provolone, mozzarella, or sharp cheddar cheese on a freshly baked

soft white roll.

Bacon Cheddar BurgerThe Bacon Cheddar Burger features 10 oz. our own imported freshly ground beef, sharp cheddar

cheese, savory bacon, local farmer’s market fresh raw onion, lettuce & tomato, on a freshly baked

soft white roll.

Inside Out BurgerA slightly healthier alternative to the classic burger in a bun, 10 oz. of our own imported fresh

ground beef, topped with b&b pickles, tomatoes and our house 5N sauce is wrapped in local famer’s

market fresh lettuce.

Beantown BurgerThe Beantown Burger, one of our best-sellers is an original artisan burger created specially for our

���������������Ǥ����������͙͘���Ǥ����������������������������������������ǡ�ƪ��������������������ǡ�thyme seasoned roasted tomatoes, locally made Boston baked beans and homemade relish on a

freshly baked soft white roll.

*See our website for locations and to see our full menu

If you have previously partici-

pated in one of our Corporate

Connections luncheons, you

are eligible to receive a 10%

discount when you book the

room.

PRICING:Price includes one burger, side item, and fountain beverage per person, along with a complimentary bottle of wine for the room*.

10 people: $500

15 people: $750

20+ people: (Please contact

our manager for a quote)

*Bottle of wine can be substituted with

three pitchers of beer upon request.

We would like you to hold your next

corporate meeting, fundraiser, or gathering in our private

room!

Publicity  

FIVE NAPKIN5 BURGER

The Award Winning

Social  Media  

Five  Napkin  Burger  5  Napkin  Burger  

eCUnionFIVE NAPKIN5 BURGER