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Carabba Restaurant - Case Study Example

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Summary
a. Target Market - My target market is going to be young families. Carraba's in not a high scale or trendy restaurant. Being located in the San Francisco Bay area, means that if the marketing for Carraba's is not properly focused, it will get lost. The Bay area is noted for its' fine dining and the Carraba's menu does not appear to target that audience…
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Carabba Restaurant

Download file to see previous pages... In two words the character could be described as "cozied up". Deep comfortable booths would be installed to make you feel pampered and a combined Venice beach/Italian dcor that takes you back to another era. Front and centre would be a huge photograph of the boardwalk as it was in 1910, when ladies took their parasols along for the stroll and the men wore straw hats. Posters and signage on the walls come from the days when wine and grappa were still being served as a matter of course.
e. Promotion - At the opening of the season I would present my own Carnivale on the boardwalk thus creating my own Italian Boardwalk. The website provides some amusing promotional ideas such as the "in love" campaign. In addition to that I would seek to bring children into the contest as well. I would have them tell me what is their favorite Italian dish, or maybe even do an outdoor cook off with kids cooking their favorite Italian dish and the winning dish has a place of honor on our children's menu. Depending on reception, this would be a once a month contest.
a. Media selection - A new restaurant is usually a highly-anticipated event in many smaller cities. Heighten this anticipation by promoting the restaurant even while you're still working on construction. Make sure you hang a banner announcing the arrival of a new and exciting restaurant. Generate positive word of mouth advertising through radio spots and print media. By the time you are ready to open the doors, you should have a crowd of hungry customers waiting. Restaurants typically enjoy a 'honeymoon' period where business is booming and new customers are pouring in. What I want to do is keep enough of those customers coming back for more. Within reason, I would promote our best dishes with 'two for one' deals or other heavy discounts
b. Message content I'll want to find a theme for the restaurant that is exciting and innovating, or at least different than the competition. Basically, a good restaurant environment seduces the customer into ordering higher-ticket specialty foods and also encourages return visits. But 'gimmicks' must be kept to a minimum for long-term success. I would decorate the walls with theme-related items, such as antiques or imported Italian delicacies. Uniforms that match the theme and decor of the restaurant. Background music is essential, and offers a chance to emphasize the theme even more. ...Download file to see next pagesRead More
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