Tahini' Fast Causal Restaurants Campaign - Business Plan Example

Executive Summary

Tahini' Fast Causal Restaurant is a conceptual project with the objective of merging the Western and the Eastern world with our products and services. It is a representation of the Arab-American Experience, brought into the very streets of America. This campaign report analyses the industry situation and the state of the company. It also discusses the marketing tools and strategies to deal with competition and create awareness of our product existence.

Situation Analysis

Industry Review

The restaurant industry in the United States is a continuously growing sector of the economy which is characterized by new ideologies and diversity in the preparation and serving of food. In the United States, eating is not just an essential activity to do on a day to day basis but also an economy defining one. What is even more interesting is how people are spending on foods prepared outside their households. Economic pressures and the changing nature of jobs dictate that individuals spend a little time cooking food. Statics indicate that 42% of the total household expenditure is directed towards restaurant prepared meals. It is explained that American consumers are continually increasing their trust in the Restaurant industry.

Comparing the limited service restaurants, and the full-service restaurants it is observable that the limited-service industry restaurants hold the larger share of consumers in the market. Full-service restaurants do offer full table service. They can be further classified into Causal dining, fine dining, and family dining restaurants. In general, full-service restaurants provide all the three meals. They are characterized with customers placing orders and wait for the preparation of the food.

Full-service restaurants do not share all the features but show indifference on some aspects. For example, fine dining is chartered with young adults who seek well-prepared food which is practically not available at home. However, this sector of the market is in constant turmoil because of its consumers seeking for better innovations and restaurant ideas. The causal area of the full-service restaurant is characterized price changes that aim at outdoing competitors. Players in this sector are left with the option of depending on highly valued foods. The family sector is dominated by key players who are less innovative and providing few products in their menus.

Limited Quick Service Restaurants, on the other hand, provide aim at serving food to customers in the fastest time possible by providing tabling or none at all. They are characterized by a welcoming area which can be a driveway or walking area. Customers pick their meals and consume at their digression. Meals provide by this nature of restaurants is mostly lunch and dinner meals, however, other restaurants do sell breakfast and late night meals. Limited Quick Service Restaurants are further classified into two types: Fast Casual and Quick Service. A look into the two will help understand the indifference between Limited Service and Full-Service Restaurants. Fast Casual Restaurants operate in a business niche that presents expansion space and vast opportunities for new entrants. Players in this sector are leading in the industry with fresh premium industries. The sector has managed to set constant increasing demand that is less responsive to effects of high income consumers through quality characterized meals cutting through the menu. The Quick Service shows constant growth heading to saturation. Key players in this sector include large brands that are leading with diversified products and extended daytime operations.

Company Review

Tahini Food Restaurant is based on the consumer need and satisfaction beyond the existing market provisions. Many principles surround the product to attain the above-stated goal. Food menu in Tahini Restaurant is flexible to consumers' dire needs. Every user can dictate how he or she wants the meal to be prepared, served and packed. This compels us to operate within a small list in the menu so that every aspect of the meals is fulfilled. Ingredients to our meals will be obtained fresh and handled in the safest manner. Within the same quest, we will be baking our bread, opposed to depending on suppliers who cannot assure product quality. Since the customers will have the opportunity to provide specifications for their meals, it is our duty to ensure that the meals presented are worth the patience.

Our driving mission is to provide the market with the new flavor of Middle East foods by crossing the barriers of race, language and color. In this quest, we are determined to eliminate pricing challenges that may come in between consumer satisfaction and the meals we prepare. Hence all meals will be valued at less than a $10. We are proud of the general concept that we hope to implement in the Restaurant Industry. We differ a lot from the existing restaurants, whether in full service or limited service restaurants. Many of the existing restaurants blend in features for fast causal and dine in while we aim at combining fast casual and fast food functions. One other advantage that we hold over our competitors is that we are focused in Arabic flavor while they specialize in Turkish cuisine.

RESEARCHTarget Market

Tahini's target market is characterized by age and preference by consumers within the Industry. We highly target the young people, who yearn for a new flavor based on a rich and unique culture. For a long time now, consumers have been limited to the same old foods, and that's what we target to change. The young consumers in the market deserve a new experience different from their predecessors.

The Yuppie customer who always complains of the same kind of lunch is one of our target customers. This customer lies within the age of 24-35. Yuppies are post-secondary educated and described with the habit of rushing to the office at the same trying to eat. They demand fast meals and contributory to their health. Our meals cater for their $75+ income. We intend to slow their speed with fascinating meals.

There is the Hipster consumer, aged 18 to 35 years. This group of users expresses how much they love Middle-East delicacies, but then hard to obtain. They are adventurous eaters who demand new tastes and flavors. We have identified the inability of the Industry to satisfy the Hipsters. For that reason, we hope to bridge the existing gap totally by giving in to their wants at less than $10 so as to suit their $40+ income.

Another group of consumers that we target is the Middle Aged Professionals (30 to 50 years of age) who find the Middle East attractive but then they are just afraid to order. It is clearly a unique group that is slightly difficult to satisfy. But then with our welcoming architecture and design within the restaurant, we are confident that they will place the order. The restaurant design and architecture presents a unique atmosphere while the meals meet their need for a different flavor. This group is characterized with $1000k+ salary which equips them with the consumer power to enjoy a variety of flavors provided in Tahini’s restaurant

Positioning

The positioning of Tahini is equally as important as marketing the company. As an organization, we do understand the importance of placing the Restaurant in a distinct place in the market where our competitors cannot afford to stage struggle for the market share. The description above on the target groups of customers expresses our understanding of the market composition, henceforth identifying our primary roles to play within the market. With such background information, we hold the competitive advantage to exploit our own set trends so as to increase revenues within the shortest time possible.

For consumers who demand for distinct flavors of meals, different from those available in the market today, Tahini is the Restaurant to place their orders, for lunch dinner and breakfast meals. Our meals are specially packaged in newspaper imprinted wax paper, the right manner that these meals are wrapped in the Middle East. It is entirely different from the conventional wrapping methods employed in the industry currently.

Distant from the serving and packaging of our meals, Tahini is designed in an urban architectural design that conceptualizes the Middle East street life. The use of Arabic calligraphy art is a means to achieve our vision. Arabic calligraphy blends in traditional Middle Eastern art with the Western street art. Another unique architectural approach is the use of bricks. For years now, brick made skyscrapers are an integral part of cities like Cairo within the Middle East region. The use of bricks acknowledges the role of such architecture in shaping the history and culture of the Middle East.

In addition to the urban design, Tahini's Restaurant assumes a uniquely warm welcoming design. The welcoming objects to portray a friendly environment for our customers. Key features of the design include a transparent kitchen so that the clients can see the whole process of food preparation, a naked ceiling that exposes the pipes, to bring out the high standards of hygiene and cleanliness, a brightly lit interior that utilizes natural light, and a color palette comprising of earthy colors.

INTEGRATED STRATEGY

Campaign objectives

• Develop organizations name recognitions, reputations and visibility of the organization in the market and creating awareness to target customers audience about the services and products offered at Tahini
• To create the service awareness, persuade and define the fulfilling needs of the products and services of the target audience
• To encourage action (consumption of the street foods) and remaining the target audience about the services and products offered by Tahini
• Facilitate customer traffic and flow to obtain the services offers at Tahini and increase the overall quantity of products sold in the most consumptions months

Campaign Message

Tahini’s Restaurant assures potential consumers of our products that health and uniqueness of flavor are our priorities. We strive to meet the vast demand of new products in the Industry as well as offer uniqueness in the quality of our services. Our products and services are available to all customers at the minimal costs that fit into consumer income. Our limited number of meals allows us to concentrate on the quality of meals and not the quantity. Middle East flavor will now be available to all consumers at minimal hassle.

Campaign Tool Summary

The following tools will be used to ensure that we achieve maximum reach to create awareness for our products so as to increase expected traffic.

• Social Media and Public Relationships through brand engagement, local celebrities.
• Print and Outdoor advertisement over the grand opening ceremony, feet on the streets with posters as well as billboards.
• In store promotion activation to enhance customer loyalty.
• Other tools like food catering at events and offices, guerilla marketing and business coupons.

Social Media and Public Relationship

Objectives of employing Social Media platforms are to promote brand engagement and provide a forum to reach our target consumers with news, giveaways, and specials. Social Media deployment targets the young professionals, local online community members, and students who consistently utilize the internet for many reasons (Blick, 2011). With a clear message, spread through our websites and pop-ups in platforms like Twitter and Facebook, we are confident that this tool will serve our interests and those of the customers.

Our message through social media is the introduction of a new trendy concept offering the best flavors, deals and offers in the most convenient way. The rationale for this strategy is to suppress the already existing competition in the market. Already established restaurants in the market do employ social media as a marketing tool. Tahini's restaurant will utilize social media as a marketing tool and informant to nature of our products. Our unique character of the products and service will provide will attract consumers who demand a new flavor, especially from the Middle East.

Advertising

Advertising in this era of digital communications holds a very broad meaning that includes Social Media as a tool for reaching out the target market. The print advertisement will be used as the main form of advertisement. The print publication is an old form of advertisement but the still effective especially in advertising a product centered on art and culture.

Print posters will be circulated throughout the streets by foot and also the use of billboards. The messages will bear-enticing information like mouthwatering meals, pocket-friendly, popular flavor so as to attract our target customers. This form of advertisement will be used in events and organization alongside the employment of electronic form of advertisement i.e. TV and Radio.

In store promotion activities.

In store promotions entails awarding customers for purchases made to a given target. For example if a customer manages to buy products that sum up to 10 dollars, the customer will receive a gift hamper that allows him or her to purchase more. To enhance exploitation of this opportunity, in house media awareness will be employed. Everybody who walks in the restaurant and even around will definitely know about the promotions. Promotions will take different forms, which will change within a period: like one week.

MEDIA PLAN RECOMMENDATIONS

Objectives by medium

Despite the relative lack of non-Mexican concept, there exists a consumer demand for the Middle East Fast Causal Concept. This form of demand is observed with the earlier described target groups. With the use of social media, websites, posters, electronic media and the grand media as advertisement tools, we project that we will increase sells by a growing figure of 230 meals per a day.

Tactics and Rationale

Use of the media serves the Restaurant the purpose of creating awareness of the new flavor that will now be available at the best prices. At the same time, it aids to stage a fight for market share against the existing Restaurants. It also serves the primary goal of integrating Western and Eastern culture through food.

Media Plan

Month

Jan

Feb

March

April

May

June

July

Aug

Sep

Oct

Nov

Dec

total

Social Media

Print Advert

$

In house

$

Foot on streets.

$

television

$

Radio.

$