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865 Westminster St, Providence, RI 02903
2014 Marketing Plan Group 2
4/15/2014
By : Daniel Cappiello, William Ehalt,
Jarred DiFazio, Matthew Brown,
Todd Nigro
RESTAURANT DESCRIPTION
The Classic Café is a quaint diner located in
Federal Hill district of West Providence. Located
on the corner of Winter Street and Westminster
Street, the Classic Café has a fairly active area
for foot traffic. Local colleges surround this area,
including Johnson & Whales, RISDI, Brown, and
Providence College. Conforming to the urban
image of the area, the external image of the
diner is fairly stereotypical: windows running
from ceiling to floor to provide customers a view
of outside activity, neon signs advertising
products inside, and a clear view of available
seating. Internally, the café reflects an image of a 50’s-60’s diner with atmospherics such as posters from
the area placed on walls and table tops to keep uniformity in the café’s ambiance. The layout of the
restaurant is somewhat unique: when first walking in, the dining area appears to be very long and
narrow, but there is a deceiving amount of space to accommodate anywhere between 30-35 guests.
Given the layout, location, and retro feel at the Classic
Café, the uniqueness factor is one should be emphasized
through marketing practices.
True to their name, The Classic Café offers a breakfast
menu one would expect to be offered. Ranging from
eggs cooked to order, omelets, pancakes, breakfast
sandwiches and an assortment of other breakfast
favorites. Favorably, the menu has a “fun” feel to it,
such as the “Kiss My Hash” option, an omelet made
with corn beef. Such examples like this appeal to guests
humor appeal, and allows for the Classic Café to further
position themselves as a fun and classic retro in
the minds of potential consumers.
Their lunch menu is fairly predictable, as one would also expect. Between burgers, sandwiches
and wraps, classic melts, soups and salads, and kids’ meals, there are plenty of quality food options to
choose from. The prices of these options range from approximately $6 to $11, with the median price
being approximately $8.50. These prices are fair for the quality and portions of meals served, and it
appears that guests are more than satisfied with their experience eating at the Classic Café.
SWOT ANALYSIS
ANALYSIS OF TARGET MARKETThe Classic Café has a broad variety of target segments. Upon visiting the café, it was immediately
evident that the restaurant attracts a diverse group of ethnic guests. Aside from ethnicity, the spread of
age demographic was fairly broad as well, ranging from what seemed to be college students, to business
men, to the more elderly people. Located in such a
highly populated area of college students and
businessmen, the restaurant seems to appeal to
those who need a substantial meal, whether it be
breakfast or lunch, to get through a busy and hectic
day. As for the elderly clientele, it seems that they
prefer the café as a place to spend time enjoying a
nice meal and a few cups of coffee in the company
of others doing the same. With this diverse range of
guests frequenting the café, the menu must appeal
to the needs to each segment. Broken down below
describes each segment evident as guests whom eat
at the café, as well as what appeals are believed to
be prevalent in each respective segment.
College Students - The accessibility of the Classic
Café to college students in the Federal hill area
permit for students to quickly get to the location
with minimal effort navigating Providence. Within
simple driving, or walking distance in some cases,
the convenience of location is a major appeal to this
category. Also, with larger portions at fairer prices,
college students will be attracted to the “biggest
bang for their buck”. Lastly, given that this
demographic is comprised of many “artsy” type of
people attending liberal arts schools in the area, the
unique ambiance of the 50’s-60’s diner could be
another appeal to escape the boring and ordinary dining hall or fast food services along the strip.
Generally, students at these universities are not paying for their education or their cost of living all on
their own - most have help from their parents. Considering this, they are more likely to be willing to
spend disposable income on appealing meals, such as those at Classic Café.
Businessmen and Local Workers - This segment include those who are employed in the surrounding
area and are in positions to leave their places of work for lunch break. Oftentimes, these people either
work in close proximity to the café so the convenience factor of walking is evident again. Also, these
people are usually adults with steady streams of income. They tend to fall into routines, and so a café
serving coffee and a substantive breakfast or breakfast snack could easily become a staple of their
morning/afternoon routine.
Bohemian/Local Residents - This segment include those who are recent college graduates who still live
in the area. Usually they are young urban business professionals, averaging age around 28 years old.
Having most likely resided in this area of Providence for a handful of years, these people are familiar
with the area and are susceptible to becoming repeat customers and build brand loyalty at the Classic
Café.
Elderly Residents - these are the people who are retired and still reside in the providence area. Usually
living on fixed incomes, these people like to save money as much as possible - but still enjoy routines of
going out in public. Considering the 50’s-60’s ambiance of the café, this age demographic might also
have nostalgic appeal as they most likely frequented a diner in that actual time period.
Families - families are also a segment of the market that would be attracted to the Classic Café. Many
families who attend church are known to get brunch following mass, and so the classic café is a unique
restaurant with food options for both parents and children in an environment that may entertain
children and allow for adults to eat in peace. Considering the food quality, parents and children alike are
fans of the Café.
PROMOTIONAL PLAN
PICTURE TAKEN FROM GOOGLE IMAGES
“I grew up in this area, in Federal Hill district to be exact, and so I’m pretty familiar with the restaurants around here. Being a current college student, I’m usually really low on money… so whatever food I buy has to be cheap. I always go for the best bang for my buck. A few years ago I came across Classic Café, and decided to give it a shot. Walking in, I was a little hesitant about the food quality – it seemed to me this was just another run of the mill cafes. And I couldn’t have been more wrong. The food quality was outstanding and cooked exactly to order. Since then, the Classic Café has been a staple of my weekend brunches. I don’t think you’ll find better omelets in providence.”
The Advertorial
This is an example of an advertorial that could be posted in popular circulations in the Providence area such as The Providence Phoenix, Providence Journal, and golocalprov.com. The quoted section of the advertorial (which has been re-stated for readers’ ease) gives the ad competitive advantages in many ways. Most considerable of these advantages is a connection to the audience as well as source credibility. A college student, whom happens to be a local native as well as local collegiate student, speaks very highly of the Classic Café and confesses his loyalty to the restaurant as a frequent customer. Considering the survey’s analyzed, the markets targeted, and the overall analysis of restaurant operations, we feel that this type of communication would be effective - and cheap. Advertorials, much like advertisements in local circulations like those mentioned prior, would be an excellent resource to not only direct communication toward a specific market; but also all for this to be done cheaply.
Royalty Card
The introduction of a SmartPhone application for a loyalty program platform. As a team we believe that there is great intrinsic value behind this idea. Conceptually, any guest with a smartphone is eligible for this application (and with the growing trend of smartphone users, this is a market that could easily be tapped). If a guest does not have a smartphone, a rewards card with a “BlackSwipe” scanner will be implemented in place. The idea behind all of this is to tie the dollar amount of the “total” receipt cost to a computerized system. This system will then convert that dollar amount to “Loyalty” points, which the guest can redeem for a multitude of things, including % of meal, free appetizers, etc.
Working on two fronts, this Loyalty Program may seem somewhat hard to implement and maintain. The guests with the loyalty cards are responsible for keeping track of them with their cards. Once cards are scanned by the hosts or servers, the guests will be informed of their balance and asked if they would like to redeem points. At the end of the transaction, a print out of available loyalty points will be available at the bottom of their receipts:
Smartphone Application
The smartphone application, on the other hand, is where the somewhat complicated portion come in. Luckily, most smartphone users are familiar with downloading, using, and maintain application. And this is the beauty in the idea behind integrating this software into a promotional plan - it builds awareness, interaction, feedback, and most important - draw to the restaurant. The app is quite simple at the end of the day:
THE HOME SCREEN
This is an example of what the home screen of the application would look like. As you can see, the left portion is the introduction to the app. Once open, the user has five options: they can either contact the restaurant/get directions, view lunch/breakfast menus, view their loyalty points. Most importantly you can scan the QR code on an iPhone/ Android. The “Scan QR Code” allows the user to open a new page in the app that has the ability to scan a QR code (which is basically a combination of coding designed to be deciphered by a computer program.) The application allows for the code to convert the dollar amount of the receipt to loyalty points. From there, the user (guest) can show their server a redemption page that allows for either % off their bill, a free appetizer etc.
This is an example of what a guests’ receipt would look like with the QR conveniently printed on it. This type of loyalty program far outweighs the traditional cards that have been handed to patrons and lost for years. Since most people now-a-days own smart phones, and every guest gets a receipt, this system will improve the ability to build a reputable Loyalty Program that works and satisfied patrons, encouraging more to do the same.