LTO PROMOTION MAY 2016 TO JUNE 2016PROJECT: “THE AMERICAN ORIGINALS”

Business As Usual Christian Bourdeau

John Cudal

Mez White

Joseph McKinnon

Tyler Odo

Fouad Haddad

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 Outdated image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 #JusticeBurger

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

External & Internal Experience

In-Store Life Size Cutouts

Print Media

Table-top Tents

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