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Mission Objective
Our objective is to increase sales and awareness of
the Johnny Rocket’s brand by capitalizing on the
release of Marvel Studio’s upcoming Movie,
“Captain America: Civil War.”
SWOT AnalysisStrengths:
1. Nostalgic Environment
2. Niche Category Appeal
3. Fresh Product lineup
4. Attractive to cost-conscious
demographics
Weaknesses:
1. Designed for slower production
2. Limited menu items
3. Limited online presence
4. Outdated image
Opportunities:
1. Open more locations
2. Established Social Media Presence
3. Open restaurant spot for upcoming
Captain America movie
Threats:
1. Value of experience decreases
2. Cheaper competitors
3. Consumers value modern technology
in a restaurant settings
4. Faster competitors
Market Segmentation#FreedomBurger
Taste Craver
Kids Rule
#JusticeBurger
Spice Lover
Taste Craver
Kids Rule
The American Originals#FreedomBurger
[$10.99]
Slider Potato Bun
2 (4 oz) Hamburger patties
2 Slices of American Cheese
4 Slices of Applewood Smoked Bacon
Savory BBQ Sauce
Lettuce
Tomato
Onion
Side fries
#JusticeBurger
[$10.99]
Slider Potato Bun
2 (4 oz) Hamburger patties
2 Slices of Swiss Cheese
2 Slices of Applewood Smoked Bacon
Spicy Sriracha Mayo
Lettuce
Tomato
Grilled Onion
Side fries
Social Media PromotionCONTEST
Take a photo with:
● Your Team Burger
● Tag #FreedomBurger /
#JusticeBurger &
#JRAmericanOriginals for
a chance to win a $20
Johnny Rockets gift card.
Social Media PromotionSWEEPSTAKES
Share this photo and
tag @JohnnyRockets
and 3 friends for a
chance to win $20 gift
card to Johnny Rockets
Entice Marvel With:● Advertisement of “Captain America: Civil War”
● Promote “Marvel Unlimited” membership
● Discounted In-store movie tickets
Budget Breakdown
In-Store Ad. Total $82,302.00
Out-of-Store Ad. Total $828,800.00
Overall Total $911,102.00
Base Cost $1.99
Burger Price $10.99
Profit $9.00
ROI 452.26%
Freedom Burger Justice Burger
Base Cost $1.93
Burger Price $10.99
Profit $9.06
ROI 469.43%
Promotional Materials
(based off a 330-restaurant metric)
Budget Breakdown
Burger Profit Average $9.03
Total Burgers Burgers/Store Burgers/Store-Day Sales ProfitBreak Even Point Burger Sales (costs/profit per burger) 100,897.23 305.75 5.10 $911,102.00 $0.002:1 ROI: # of Burgers Sold 201,794.46 611.50 10.19 $1,822,204.00 $911,102.003:1 ROI: # of Burgers Sold 302,691.69 917.25 15.29 $2,733,306.00 $1,822,204.004:1 ROI: # of Burgers Sold 403,588.93 1,223.00 20.38 $3,644,408.00 $2,733,306.005:1 ROI: # of Burgers Sold 504,486.16 1,528.75 25.48 $4,555,510.00 $3,644,408.00
StrategyExecution Timeline:
● January: Contact creative team
● February: 1st check-in, rough draft -- make any necessary
changes
● March: Final draft artwork deadline
● April: Locations receive promo materials
● May 1st: Official start of LTO
● June 30th: End of LTO
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