Gringos Mexican Restaurant

Principles of Marketing 3161

Team 9: Kelsey Crouch, Jessica Pershing, Darby Thompson, and Nicole Schlabach

April 20, 2016

1. Executive Summary

    Gringos, a Mexican restaurant in downtown Milledgeville GA, has a current target market of

college-aged students. However, the business is mainly capturing college-aged females while a

large crowd of college-aged males and the family residents of Milledgeville remains untapped.

Our recommendation is to expand to a broader target market that includes college males, the

“sports bar” crowed, as well as families. We want to do this through various improvements to the

menu, aesthetic, and promotions. Once the marketing plan is implemented, Gringos will become

an extremely sought after and exciting business in Milledgeville, creating superior customer

satisfaction while also dramatically increasing their market share in comparison to other local

restaurants that double as bars.

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Table of Contents

Description Page

1. Executive Summary………………………………………………………………….....…22. Table of Contents………………………………………………………………………… 33. Introduction………………………………………………………………..…………..…. 44. Current Marketing Situation ………………....…………………....………………….…..4

a. Market Description b. Product Review c. Competitive Reviewd. Channels of Distribution Review

5. Strengths, Weaknesses, Opportunities, and Threat Analysis ………….……….……….. 9 6. Objectives and Issues …………………………………………………………………... 117. Marketing Strategy ……………………………………………………...……………… 12

a. Target Market b. Positioning c. Product Strategy d. Pricing Strategye. Distribution Strategyf. Marketing Communication Strategy g. Marketing Research

8. Action Programs ……………………………………………………………….………. 149. Budgets ………………………………………………………………………………… 1910. Controls ………………………………………………………………………….……... 2011. References …………………………………………………………………...………..... 22

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3. Introduction

The product concept of Gringos is to serve the people of Milledgeville with authentic

cuisine, as well as an exciting overall experience. By changing the way this product and service

is viewed in the community, Gringos will gain a larger customer base and become more

profitable. We believe this will be successful because the citizens of Milledgeville are constantly

demanding new restaurants due to the limited supply in the area, and is a desired benefit by all

consumers. Gringos already captures a young female audience, however expanding their target

market to include families and more college age males will contribute to their overall success.

4. Current Marketing Situation

a. Market Description

Gringos, a restaurant and bar located in downtown Milledgeville on West Hancock

Street, primarily targets young, college aged students in the millennial generation on Mondays

through Saturdays. Within that demographic we observed that they seem to attract a larger

number of young females than males.  In addition to attracting customers for lunch and dinner to

their restaurant from 11am-9pm, Gringos has the unique ability to target bar-hoppers who are in

downtown Milledgeville late at night. Gringos attracts the majority of its customers during happy

hour and during the hours when it hosts trivia and spirit nights. After dinner hours, Gringos has a

bar which sells drinks and chips/dip to consumers from the time the restaurant opens until

2:00am on Mondays and Wednesdays, Thursdays, Fridays and Saturdays. (Curiously, they close

at 9:00pm on Tuesday nights which is a busy night downtown. We suggest that they stay open on

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Tuesdays and close at 9:00pm on Wednesdays instead.) Looking at socio-economic details,

gringos primarily markets to low income students, a fact which is reflected in their prices. The

environment and brand image they project strives to appear as a hip, young, relaxed and

inexpensive place to get food and drinks downtown.

b. Product Review

Gringos, which is open Mondays through Saturdays, offers quickly prepared Mexican

food and drinks in its Milledgeville restaurant location as well as through KnG delivery service,

which is also based in Milledgeville and partners with many other restaurants in the area.

Gringos offers a variety of alcoholic drinks which they display on chalkboards covering the

walls, but out of all the drinks they offer the restaurant primarily delights consumers with their

many varieties of fruity margaritas. Looking at the lunch and dinner menu offered from 11am-

9pm on Mondays through Saturdays, the main product categories are as follows: starters, salads,

bowls, tacos, quesadillas, sides and drinks. The most expensive item on the menu is $9 and the

least expensive is roughly a $3 taco (although customers will usually order more than one taco).

Gringos sells drinks and chips/salsa/queso until 2:00am on Mondays, Wednesdays, Thursdays,

Fridays and Saturdays. They stop offering dinner items at 9:00pm. One could argue that gringos

is also selling an experience because of the hip, young atmosphere and the social bar experience.

c. Competitive Review

Gringos’ competition centers around other restaurants that double as bars in downtown

Milledgeville.

Gringos’ competition includes:

Barberitos: This order-at-the-counter southwestern chain restaurant is open from 11am-

10pm, except on Thursday and Saturday when they close at 3am. Compared to Gringos,

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Barberitos offers more of a fast food atmosphere with lower quality food and less

options. However, customers who are looking for a quick bite to eat downtown that do

not have a quality or atmosphere preference may choose Barberitos over Gringos. Unlike

Gringos, Barberitos does not offer a bar.

The Velvet Elvis: This restaurant doubles as a bar and is located in downtown

Milledgeville on West Hancock Street. Its doors are open from 11am-2:30am on

Mondays through Saturdays. From 11am-9pm, Velvet serves a menu of American style

food such as burgers, wings and salads that are pricier than Gringos, as it is rated online

with two dollar signs, whereas Gringos is rated with one. From 9pm-2:30am, Velvet

becomes a bustling bar scene primarily attracting college aged bar-hoppers. Looking at

the bar scene, Velvet is a very large space consisting of two levels with loud music

blasting from speakers throughout the venue. Because of this, Gringos has an advantage

over Velvet if customers looking for a more intimate space where they can hold a

conversation with friends. Velvet also does not offer any food past 9pm, whereas Gringos

does offer chips/salsa/queso at the bar until closing time. Velvet does attract more male

customers than Gringos, who primarily attracts college-aged females at this time.

Aubri Lanes: This restaurant also doubles as a bar and is located on South Wayne Street

in downtown Milledgeville. Aubri Lanes is open from 5pm-10pm serving upscale

American style dinner and desserts on Mondays through Saturdays. They offer food at

higher prices, yet simultaneously higher quality, than Gringos. The bar, unique in

Milledgeville as it is only open to consumers who are age 21 and up, serves drinks from

10pm-2am Thursdays through Saturdays. Since its market is narrowed to encompass only

21 and up consumers, older adults tend to chose Aubri Lanes for a classier atmosphere

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among people their age. Therefore, Gringos has an advantage attracting younger college-

aged students which are the primary barhopping demographic late at night in downtown

Milledgeville.

The Brick: This Italian-American style restaurant is located on West Hancock Street in

downtown Milledgeville. In addition to serving lunch and dinner from 11am-10pm on

Mondays through Sundays, the Brick has a large bar with primary hours of service from

10pm-2am on all days of the week, except Sunday when it closes at 12am. Prices range

from $11-$30, making it much more costly than Gringos. Looking at The Brick’s

demographic, families and older adults tend prefer the Brick out of all the restaurants and

bars in Milledgeville. Since we are employing marketing efforts to attract more families

to Gringos, the Brick is our biggest competitor in that specific branch. The Brick also

does not offer food after dinnertime, whereas Gringos offers chips/salsa/queso until 2am.

Buffingtons: This burger lounge located on West Hancock Street serves primarily

American style sandwiches, burgers, salads and wraps at prices which are ranked at two

dollar signs on Facebook compared to Gringos’ one dollar sign ranking. The restaurant is

open from 11am-10pm on Mondays-Fridays, on Saturdays from 11:30am-10pm and on

Sundays from 12pm till 12am. After the restaurant closes on Monday-Saturday, the bar is

open until 2am. Looking at the bar atmosphere, Buffingtons often offers live music and a

lively dancing atmosphere which Gringos cannot offer. However, if consumers are

looking for a smaller, quieter more intimate atmosphere, Gringos would triumph over

Buffingtons. However, should Gringos choose to complete the rooftop addition that our

marketing plan suggests they will be able to compete much more competitively with

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Buffingtons in this sense. Buffingtons also does not offer food past 10pm whereas

Gringos offers chips/salsa/queso until closing time.

Chops: This modern American burger and sports bar is located on S Wayne Street in

Downtown Milledgeville. The restaurant opens from 11am-10pm on Wednesdays

through Sundays. After dinner stops being served, the bar at Chops remains open from

10pm until 2am on Tuesdays through Sundays and caters to a steady stream of

millennial’s. Looking at price range, Chops is rated with two dollar signs in comparison

to Gringos’ one dollar sign. One of our marketing efforts with Gringos is to create an

enhanced sports bar-scene and Chops is a major competitor in that area. Chops has

several TVs positioned all around the restaurant as well as the bar area. While Gringos is

a smaller space that doesn’t need several TVs, we feel that if Gringos were to hang

another TV above the bar, it would be better equipped to compete with Chops as a sports

bar.

d. Channels of Distribution Review

Gringos’ product travels directly from the kitchen to the customer since it is a single in-

store restaurant and not a part of a chain. Gringos does employ KnG delivery services to deliver

food to customers in Milledgeville, so when consumers order meal items online, KnG serves as a

middleman which increases the cost of the final product.

Inside the restaurant during the day, Gringos typically has one hostess, one bartender and

two or three employees preparing meals in the kitchen. We noticed that during happy hour,

which is also the busiest time for the restaurant, the hostess was forced to take on many

additional jobs such as bartending, assisting in the kitchen, and running food out to customers.

This employee was stretching herself too thin, and therefore was unable to perform hostess

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duties to the best of her ability. To remedy this problem and provide the highest value for

Gringos’ customers, we suggest that Gringos employ an additional employee to deliver food and

bartend during the restaurant's busiest times. This additional employee would enhance consumer

delight as well as positive word-of-mouth, both of which further encourage repeat business and

are valuable forms of face-to-face marketing in the restaurant business.

5. Strengths, Weaknesses, Opportunities, and Threat Analysis

Strengths

1. Gringos claims a prime location in downtown Milledgeville that is only a couple of miles

from Highway 441 and is right next to the Georgia College campus.

2. The restaurant and bar offers a variety of deals such as $2 taco night and bottomless

margaritas, as well as promoting seasonal events and offers.

3. Gringos is a popular host for college organizations’ events, such as trivia night, sorority

socials, and spirit nights all of which bring in a valuable influx of customers.

4. They provide a trendy atmosphere and a casual yet comfortable restaurant and bar

environment to consumers.

Weaknesses

1. When we visited the restaurant during happy hour, we observed that Gringos’ market is

narrowed to cater primarily to a college-aged, female demographic.

2. They have high competition with many restaurants that double as bars in downtown

Milledgeville as well as the restaurant Barberitos because of its similar cuisine and close

proximity. Both chains have similar prices, however Gringos is not always open as late to

serve the younger audience they seek. Gringos also does not offer the same range of food

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selections during late-night like Barberitos does. However, Gringos offers higher quality

food and a bar atmosphere which Barberitos cannot.

3. The prices of drinks and beers at Gringos are much steeper in comparison to other

downtown bars.

4. The restaurant is a small space, with the bar being a very tight area to try and maneuver,

as well as having only one TV for an entire restaurant to view.

5. The staff is minimal, meaning increased wait time for customers. Because the staff is

often stretched thin to serve large numbers of people and balance multiple tasks at once,

the service is not always the best.

Opportunities

1. Gringos should expand to include more target groups. They would prosper most by

marketing towards young males, families, and older adults.

2. Gringos has the possibility to increase space by either moving upwards with a rooftop bar

or utilizing space behind the restaurant and creating a patio in the back.

3. By targeting more market groups, Gringos has the possibility to expand their menu. For

example, by aiming to serve more families, they could include kids menu items to offer

more variety and entice that demographic.

4. Gringos would benefit by expanding their specials and happy hour discounts to include

beer. They could market their beers more by creating greater awareness through writing

their selections on the chalkboard in addition to margaritas, or posting specialties on a

board outside the restaurant.

5. Purchase a food cart to be parked outside of the restaurant from 11pm-3am on high

pedestrian traffic nights in order to increase awareness for Gringos bar and offer tacos

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and chips to primarily college students downtown at this time. We believe this would be a

successful endeavor because Barberitos is the only other competition offering substantial

food to bar-hoppers past 10pm and it is only open until 3am on Thursday and Saturday

nights at a higher price whereas the Gringos food cart would be parked downtown until

3am on Tuesday, Thursday, Friday and Saturday. Also, since the food cart will be less

expensive than a meal from Barberitos, Gringos would likely triumph over the

competition even on nights Barberitos is open.

Threats

1. Gringos has competition from Barberitos and other restaurant/bars located downtown.

These competitors already cater to an older and family demographic in addition to

college students that visit daily.

2. College students could be driven away by a more family-oriented atmosphere.

3. New restaurants continue to open downtown and in the surrounding areas. Competition is

always looking for ways to create an enticing atmosphere for both the college students

and local community, and those who come in targeting both audiences successfully will

already have a leg-up on Gringos.

4. An attempt to increase their customer base could be limited by the current small space.

6. Objectives and Issues

The marketing goal that our company would like to obtain during the plan’s term is to

capture a larger male and family customer base. We hope to change the positioning of Gringos

from college females to a more family friendly atmosphere welcoming to all ages, while

continuing to cater to the college crowd after dinner hours. Some key issues we are expecting to

face include financial issues that will occur by increasing our marketing efforts like we discussed

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earlier. Along with marketing, we also want to make general improvements in the restaurant

including additional employees, a TV above the bar, a kids menu, and a taco cart. If we want to

reach our new target market and improve Gringos image, we are going to need to spend more

money on our marketing and renovations. Another issue we may face is the perception that

Gringos is more of a college hangout and that parents won't want to bring their children there. In

order to change this perception, we will have to reach out to other target markets and offer more

incentives for males and families.

7. Marketing Strategy

a. Target Market

Because Gringos already attracts a lot of female college students, we want to focus our

target market on attracting more males and families.

b. Positioning

We want consumers to think of Gringos as a family-friendly restaurant, welcoming to all

ages. We want to provide the customers with great deals, food, and service that keep them

coming back.

c. Product Strategy

In order to attract more males and families, we have come up with a few new menu items

that the restaurant will need to incorporate. Gringos will have to create a kids menu as well as

offer more kid-friendly meals. They will also have to add more beer selections to their menu to

attract a male audience. They will also continue to have happy hours and reduced prices on tacos

for specific occasions.

d. Pricing Strategy

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Most of the menu prices will stay the same. However, we will reduce the price of the beer

to match competitors’ prices. We will also incorporate discount nights, and certain specials that

can affect the prices on our menu.

e. Distribution Strategy

           Gringos gets their food and drinks from individually contracted distributors. Gringos

delivers their finished food and beverage products straight to the customer at their restaurant

location or through KnG food delivery services. Customers may place an order for pick up over

the phone at (478) 295-3201. They do not have a website for online ordering services, so this

may be something to consider as Gringos targets a broader audience that includes families that

may not always have time to go out, or older people who are seeking more information about the

restaurant and are not always connected by social media outlets.

f. Marketing Communication Strategy

           Gringos uses Facebook, Twitter, and Instagram frequently to connect with customers and

build a strong online profile, which is another reason their connection to younger customers who

frequent these sites is so strong. They do not have their own website, which would be a better

option for families or older customers seeking out general information such as the menu or

address. It could also be beneficial to put out a newspaper or advertisement on local radio for

more local people to read and hear. Another strong option would be to air a commercial on

charter TV.

g. Marketing Research

           Gringos has completed minimal marketing research beyond outfitting themselves to

appeal to the younger, female crowd. We believe that Gringos should invest in further research

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to see the benefits of expanding their target market and reaching out further into the

Milledgeville community.

8. Action Programs

Kids Menu

Selecting customers to serve: We decided that we are targeting a new market for Gringos: local

families and children.

Product and Service Design: We want to deliver superior value to Gringos’ new customers by

creating a kid’s menu. Since our other marketing efforts call for a change in the Gringos menu,

we believe adding the children’s food items onto the back of the newly printed and laminated

menu would be the most cost effective choice. In order to lessen the cost and effort of Gringos

employees, marketers need to examine the existing menu to see which products could be easily

adapted to sell in smaller portions to children. Looking at the existing menu, we have a few

suggestions for child entrees. We decided children up until age 12 can order from the menu. The

suggestions are as follows:

Tater Tot Meal, $6.00 – Warm seasoned tater tots covered in queso cheese, salsa and sour

cream. Add chicken or beef for $1.50.

Gringos Nachos, $6.00 – Melted queso cheese, sour cream and salsa on chips. Add chicken or

beef for 1.50.

Plain Chicken or Beef Taco, $2.00 – A small flour tortilla containing cheese, lettuce and

roasted chicken or beef.

Cheese Quesadilla, $4.00 – A flour tortilla filled with melted fresco cheese.

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Beef or Chicken Bowl, $7.00 – Seasoned chicken or beef over black beans and white rice

topped with queso cheese.

Promotion: In order to communicate the value of a kid’s menu to families in the Milledgeville

area, we advise Gringos to share the menu on its various social media platforms (Facebook,

Instagram, Twitter and their website). Also we encourage in-store employees to communicate the

value changes to the menu with families who come into Gringos.

Time-line: We feel this project should take no longer than a month and a half to complete.

Gringos would need to train the kitchen staff to prepare the adapted food items, inform the

employees, add these products to the company’s online environment (computers used by the

hostess), and create the menus themselves. These changes are minimal compared to the bigger

changes in the works for Gringos that will occur within the next 5 years.

Advertising Beer/Drinks Besides Margaritas and Get Another Television

Selecting customers to serve: We decided that Gringos would benefit from marketing to men as

we observed during happy hour that their primary market is currently college-aged girls.

Product design: Gringos already has beer on tap, they just need to market it and give discounts

on what they have so that the male demographic will have a reason to go to the bar during happy

hour and eat there for dinner. We also would like to see Gringos add additional Mexican-brewery

style beers to their menu. We suggest that they dedicate a larger space on their wall chalkboard

to beer. Whenever they offer discounts on margaritas, Gringos should offer that same discount

on beer.

           Looking at getting another television set, Gringos should invest in another television of

the same design as the one already hanging perpendicular to the main door. The problem with

the existing television set is that it is only viewable by the people sitting at tables: no one at the

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bar can see it. Gringos has potential to be a sports bar where people come in to drink beer and

watch sports but they need another television in view of the bar. We suggest they hang a second

television on the main wall directly across from the bar itself.  

Promotion: Gringos should promote the new television and the beer by writing on their various

social media platforms the week of any big sports event, encouraging customers to come watch

the game and have a beer.

Timeline: Gringos can start marketing their beer right away as long as they inform all of their

employees about any beer discounts and train bartenders to suggest beer to customers as they are

sitting at the bar. It would take about a week to bring new beer into Gringos’ bar after adding the

new Mexican-brewery style beer to the menu itself and informing employees of its existence.

When they can purchase their new television depends on the store budget and on the store

owner’s discretion. We would encourage the $350 purchase to be made within the upcoming

quarter.

Food Cart

Selecting Customers to Serve: Past 9pm Gringos does not sell food, only queso/chips/salsa in

the store. The only restaurant downtown to serve their normal menu late at night is Barberitos,

which is open until 2am on Thursdays and Saturdays and does not have a bar. There is a large

demand for food options in downtown Milledgeville past dinner hours mostly on Tuesday,

Thursday, Friday and Saturday nights. If Gringos had a food cart parked on the sidewalk near the

store until 2am on those nights, we have reason to believe they would make a decent profit as

well as increase awareness for their business and bring bar hoppers into Gringos’ bar during

those late hours.

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Product and Service Design: Gringos may decide to purchase a food truck later in time

depending on the success of its food cart. The price of food trucks range from $10,000 –

$200,000 while a food cart usually costs $1,000-$3,000 for the cart itself and an extra $500 for

the food cart permit. While it is expensive, we have reason to believe the food cart would be a

good investment for Gringos’ future. Gringos itself has a hip, casual environment inside the store

so a food cart would fit in perfectly with the brand image they are trying to achieve.

Pricing and Menu Items: Gringos would need to charge about $4 for the basic taco offerings

sold at the cart, which would include 2 tacos of your choice. The cart would offer the menu items

such as pre-made beef and chicken tacos as well as limited snack options such as chips and salsa.

As the cart succeeds, the company may choose to incorporate more complicated menu items and

expand their cart product line.

Promotion: Gringos would rely on in-person promotion for their new food cart as consumers

will see the cart on the streets of downtown Milledgeville and stop to grab a meal. We also

encourage the company to post about the new cart on various social media platforms and tell

customers about the cart in the store. For the first couple of weeks, Gringos should train

employees to ask customers if they have heard of the new food cart, and encourage them to

return later at night to see it for themselves.

Hours: We suggest that the Gringos food cart be parked in downtown Milledgeville right outside

the store from 11pm-2:30am on Tuesday, Thursday, Friday and Saturday nights.

Time-line: The food cart would make the most sales during warm weather, so we would

encourage Gringos to launch the cart in one year during the beginning of the 2017 August

semester. It would take six months for the food cart to launch because storeowners would need to

obtain a permit, purchase the cart itself, hire and train employees, and work out all of the

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complications and kinks of adding a new product line to their business. We would like to see the

food cart up and running as soon as possible but when Gringos is able to purchase the cart

depends on the store budget and is largely at the discretion of the storeowner.

Rooftop Bar

Targeted Market: Georgia College’s enrollment is increasing rapidly, as is the population of

Milledgeville. In correlation with the rising college population, the demand for late night bar

environments is also increasing. There are no other rooftop bars in downtown Milledgeville and

there is reason to believe Gringos would quickly become one of the most popular bars downtown

if they added a rooftop bar.

Product and Service Design: We want to maintain the hip, casual atmosphere of Gringos so we

do not want it to be very elaborate or fancy. The bar would contain basic fixtures and according

to research it would triple Gringos capacity, making the bar accessible to approximately 35

additional consumers at one time. During the daytime Gringos could use the bar for dinner and

happy hour and then remove the tables at 9pm, leaving about 10 bar stools and open space for

people to stand up and socialize.

Timeline: We would like to see Gringos have a grand opening for its rooftop bar by the start of

the 2021 Fall Semester. This gives Gringos about five years to obtain the necessary permits, hire

contractors, plan out the rooftop design, and perform the physical rooftop construction.

Promotion: Given the lack of rooftop bars in downtown Milledgeville, spreading the word and

igniting interest in the Gringos’ bar addition should be easy. The restaurant needs to raise

awareness of the addition by posting about it on its various social media outlets. Since many of

Gringos employees are students at the university, Gringos could encourage the employees to use

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word-of-mouth advertising to stir up excitement about the new bar area among peers. We believe

holding a grand opening at the end of construction with discounted drinks would be a great way

to attract and delight consumers.

9. Budget

Kids Menu: $300

In order to reprint 50 menus that are user friendly and look professional, $300 will need

to be delegated to this area of improvement.

Additions to the drink menu: $400 per additional brand

While we are lowering the cost of our beers to the consumer, we will incur additional

costs to obtain the beer. Therefore, it may be better for the Gringos’ management to

replace their current least profitable options with new more popular beers in order to

appeal to the male market.  

Additional staff: $24, 360 per each additional full time employee

$7.25 per hour x 10 hrs. a day = $72.5 per day x 7 days a week = $507.5 per week x 4

weeks = $2,030 per month x 12 months = $24,360 a year

Taco Cart: $1,000 (+ $500 permit)

Improvements to the restaurant:

$350 per 50” flat screen TV

Marketing: $50 per month

We expect very minimal costs for marketing, and plan to rely heavily on social media. It

would be very easy for Gringos to partner with Georgia College, particularly the

marketing department of the institution. An unpaid intern will monitor Gringos social

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media sites, ultimately giving the student real world experience and Gringos free

marketing. However, we do recommend that Gringos start a website, as well as purchase

software to send information and directly market to their customers on a regular basis.

This software is expected to cost a total of $50 per month.

5 year plan to renovate and include a rooftop bar and patio: $80,000

Assuming costs will be about $100 per square foot, and this is all inclusive of what it

takes to do a rooftop right. Costs will include challenges such as structural supports,

handicap access, additional entries and exits, design elements and safety railings.

Gringos is currently 1,000 square feet, with a maximum capacity of 70 people. With the

addition of a 800 square feet of usable space, the capacity will increase to 130 people.

We expect Gringos to prepare for this renovation over the next 4 years, and open their

rooftop bar addition by the start of the 2021 fall semester.

Enrollment at Georgia College is experiencing rapid growth, therefore the population of

Milledgeville is expanding, in correlation so is the demand for more bar space. Yes, Gringos

would need to invest in more food and drinks from distributors to accommodate the additional

consumers but we believe they would earn a return on their entire investment by 2025, profiting

a great deal after this time.  Additionally, should gringos ever sell their building the value would

increase around $100,000 due to these improvements.

10. Controls

We encourage Gringos to rely more heavily on customer feedback in the future. For quite

some time they have been attracting a particular demographic to their business, and through

surveys and polls they can market to a broader customer base. Our marketing plan has

highlighted their overseen perceptions in the community, and given them numerous options for

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improvement. While some of these changes require investments, profitability in the future will

be much greater.

The target market for this plan focuses on males age 15 to 21, as well as families.

Through customer feedback Gringos will need to determine if they are profiting from these

specific markets, as well as the market as a whole. We expect Gringos sales to steadily but

conservatively rise 5 percent during the first three months following the implementation of this

plan. After six months, sales should continue to rise by an additional 10 percent, and as the

market is solidified we expect Gringos to continue maturing at a steady rate of 5 percent.

However, when the rooftop bar and patio open in 2021 sales will drastically increase once again.

Due to the additional space and atmosphere offered, Gringos sales will most likely increase

between 30 and 40 percent when the addition is first opened and is in the introduction stage.

Overall, sales will improve prior to the opening of the rooftop, and once the addition is complete

Gringos is in the position to become one of the most profitable as well as popular restaurant bars

in Milledgeville. We are looking to maximize customer satisfaction and minimize expenses,

however Gringos must be willing to spend money in order to invest in their future profitability.

The budget will need to be closely monitored, and kept within the boundaries of their current

market share. Gringos must obtain 15 percent of the overall market share in order to be

considered a dominating force in the Milledgeville restaurant and bar industry. Currently

Gringos makes up just 10 percent of the market share, after the marketing plan is implemented

we expect it to obtain 13 percent, and with the addition to the rooftop Gringos will eventually

make up 20 to 25 percent of the overall market share. Over time a steady customer base will

form, and their customer satisfaction will remain positive as long as Gringos maintains and

modifies their marketing plan in the future.

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11. References

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