Gusto Italiano#theGustotruck

Maria’s Italian Piadina Inc.: Exporting the “piadina”

Master’s, International Multi Channel Marketing Scholarship Project

Robert Napoli Class of 2015/16

Summary

Food trucks (fleet of 4) College Campuses

◦ Test Campus- Iowa State University and University of Iowa Daily from 10:30 AM- 3:30 PM

Interactive Social Media Strategy◦ Marketing to millennials and

socially connected college students

Ability to relocate daily across campus and let students know location and daily deals via Facebook, Twitter, and Instagram

Create buzz and excitement through interaction in socially diverse and connected students to have a great “authentic” Italian experience at a competitive and reasonable price

Give students and customers a dynamic on campus option that is quick and easy with a small set authentic menu

Summary cont.

#theGustotruck will also be set up at college football games◦ Saturday’s from August-

November in Iowa City and Ames

Bar districts on Thursday-Saturday night

Saturday Mornings from May-October 1 truck will be set up at the Downtown Des Moines Farmer’s Market (40 minutes away from Iowa State Campus)◦ On the corner of 4th and

Court

In August 2 trucks will be set up at the Iowa State Fair in Des Moines (top 10 State Fairs in USA)◦ 1 on the main food strip◦ 1 across from Grand Stand

For 1 week in July 1 truck will be set up to follow RAGBRAI (Register’s Annual Great Bike Ride Across Iowa), one of Iowa’s biggest summer events◦ Follow the route and be

available for lunch and dinner

Also available to cater/work concerts, pep rallies, weddings, and carnivals

Social Media Handles and Hash Tags

Facebook Page◦ Gusto Italiano

Twitter Handle◦ @GustoItaliano◦ #theGustoTruck

Instagram Handle◦ @GustoItaliano◦ #theGustotruck

Marketing Concept

Small and Specialized Brown bag lunch combo’s

Piadina, chips, and drink- $6 Daily deals and incentives via social media

◦ #theGustotruck ◦ Use hashtag on one of the 3 social media sites-Facebook,

Instagram, or Twitter to let people know what you are eating for a weekly drawing for a free meal!

Flyer and coupon campaign Catering options for class, conferences, in services, etc for students

and professors

Marketing/Social Media Examples

Facebook:◦ Gusto Italiano: Friends we will be located outside the Tippie

College of Business on University of Iowa’s Campus! Come see us for a Piadina lunch and some bags! Go Hawkeyes! #theGustotruck #foodtrucks #Piadina #AuthenicItalianFlavor

Twitter:◦ @GustoItaliano: #theGustotruck will be outside the College of

Design. Today is bogo cannoli day! #ItalianFlavor #AuthenticItalian Instagram: (Picture) We are coming to you live outside the

Engineering Building on Iowa State Campus. Come join us for a flavor experience and take a picture and Instagram it with #theGustotruck to be entered for a free Piadina lunch!

Menu

◦#1- The Soprano Provolone cheese, salami, ham, capicola, red pepper spread, Italian

dressing, tomato, greens◦#2- Prosciutto

Mozzarella, prosciutto, olive oil, pesto, tomato, greens◦#3- Turkey

Turkey, provolone cheese, bacon, mayo, tomato, greens◦#4- Ham

Ham, provolone cheese, mayo, tomato, greens◦#5- The Stallone

Nutella, capicola, tomato, greens◦#6 BLT

Bacon, lettuce, tomato, mayo◦#7- Veggie

Mozzarella, avocado spread, cucumber, tomato, greens, mayo *All menu items served folded over or as a wrap

Menu (cont)

Lunch combo sides:◦ Lay’s Brand Potato Chips

BBQ Original Doritos Cheetos

◦ Soft Drink Choices Iced Tea Coke Diet Coke Mt. Dew Bottled Water

Optional Dessert Items $2 each:◦ Cannoli◦ Chocolate Chip Connoli

The Trucks

Green Trucks Red and White writing Gusto Italiano an MIP

Company on both sides Authentic Italian Flavor-

The Piadina! Along bottom of truck

#theGustotruck

Pop up tent with fold out tables and chairs for students/customers to sit and eat

Bags and ladder golf games for tailgating and down time on campus

All trucks will be equipped with griddle tops for cooking and refrigeration

Cost

Food Truck- $70,000/truck◦ $280,000 for start up truck

Business Permits◦ $900 per truck per 6 months

Operating Cost◦ $500/week for ingredients and employee pay◦ $300/week gas

Total Monthly Overhead per truck: $3,350/month Average customer’s per weekday

◦ 250x$6.00= $1,500/day per truck Average customer’s on Thurs-Saturday night

◦ 50x $6.00= $300 per truck Estimated customers per Tailgate

◦ 200X $6.00= $1,200 per truck

Cost (cont)

Estimated ROI at Farmer’s Market from May- October$64,800

Estimated ROI for RAGBRAI$9,000

Estimated ROI for Iowa State Fair$50,000

*Food trucks in this market are in high demand and is up and coming in the Midwest culture- Now is the time to invest in a strong up and coming market and we are looking to differentiate with a strong interactive social media campaign that will attract the socially connected culture

Why to invest?

The time is now! Social Media and brand recognition is the new age to engage with

consumers Food Trucks are becoming increasingly popular in the Midwest and are

in high demand! Food trucks are a novelty in the Midwest, and the Piadina is a novelty

and authentic Italian food. The combination offers a unique blend and is exciting marketing opportunity!

This offers a unique and dynamic Italian Cuisine to the Midwest United States, a culture who values authentic tastes and good food.

The interactive social media campaign will create a culture of buzz marketing that will quickly spread and increase customer base and loyalty