Dee-Lite Bar & Grille

Grand Valley State University

APRIL 2015

Alice Munday, Ashley Harvey, Tate Baker, Rachel Rainville

“Do it with Dee-Lite”

Agency Philosophy..............................................................................................................3Executive Summary.............................................................................................................3Research .............................................................................................................................4Campaign Overview……………………………………………………………………………………………….........7Budget.................................................................................................................................8Objectives...........................................................................................................................9Strategies..........................................................................................................................11Tactics...............................................................................................................................1

2Traditional Media Survey Announcement............................................................................................................................................................ 12 Newspaper Advertisement.................................................................................................................................................... 12 Press Release............................................................................................................................................................................... 13 Radio Commercial.................................................................................................................................................................... 13Social Media Facebook.................................................................................................................................................................................... 14 Twitter .......................................................................................................................................................................................... 14 Yelp................................................................................................................................................................................................. 14Out-of-Home AdvertisementBillboard........................................................................................................................................................................................... 14Take-Out Menus............................................................................................................................................................................. 15Guerilla Marketing Food Truck....................................................................................................................................................................................... 15Frisbees.............................................................................................................................................................................................. 16Cause MarketingSports Team Sponsorship.......................................................................................................................................................... 16Kids Food Basket Partnership................................................................................................................................................ 173

Evaluation.........................................................................................................................18Conclusion.........................................................................................................................19Appendixes.......................................................................................................................20References........................................................................................................................29

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Table of ContentsTable of Contents

As an agency, we are committed to producing top-quality work that goes beyond client expectations. We view our clients as partners we collaborate with to pursue their goals, objectives, and dreams. Furthermore, we aspire to have all our work built on a foundation of research and rationale to create the most effective and efficient campaign.

This campaign was created to increase the awareness of Dee-Lite’s take-out window among the target audience (individuals 16 years of age and older, including West Michigan locals and tourists). The campaign will run from May-August 2015 to coincide with when the take-out window is open and the high traffic season. If every tactic is implemented as recommended, the campaign would cost $18,000 to implement, however, a variety of budgetary options are provided and there are many low-cost tactics. The big idea is to convey to the target audience that Dee-Lite is an extension of the home and committed to being actively involved in the community. The campaign contains secondary objectives of increasing positive online customer reviews, increasing Dee-Lite’s web presence and engagement, and increasing awareness of Dee-Lite’s community involvement. The main strategies are to use an emotional appeal and a testimonial approach. A variety of tactics are suggested, including traditional media (radio and newspaper), social media (Facebook, Twitter, and Yelp), out of home marketing (billboard and take-out menus), guerilla tactics (food truck and Frisbees), and cause marketing (local sports team sponsorship and Kids Food Basket partnership). The campaign will be evaluated using surveys and online methods measuring customer reviews, sentiment, and engagement.

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Executive Summary

Agency Philosophy

Researching the restaurant industry and target market and conducting a SWOT analysis is important to complete at the beginning of a campaign so that the best creative decisions are made. The following sections provide summaries of research conducted on these topics that were used to provide the foundation of this campaign.

Current opportunities for the restaurant industry include that sales growth is expected to accelerate and 2015 is projected to be the sixth consecutive year of real (inflation-adjusted) sales growth for the industry (“Positive Outlook,” 2015). Additionally, restaurants will employ 14 million individuals this year as the nation’s second-largest private sector employer, representing 1 in 10 working Americans (“Positive Outlook,” 2015). Furthermore, survey respondents reported they expect to spend more on eating out in 2015 than they did the year prior (“Dining Out,” 2014).

However, there are also challenges the restaurant industry will face. For example, food costs will continue to put pressure on many restaurants’ bottom lines (“Positive Outlook,” 2015).  Average wholesale food prices jumped more than 5% in 2014, which represented the fifth consecutive annual increase (“Positive Outlook,” 2015). Another challenge is increasing quality and options in frozen food and fresh prepared meals at grocery stores, meaning restaurants need to be priced competitively and be able to provide customers with a convenient and valued experience (“Dining Out,” 2014).

The National Restaurant Association found other trends in the restaurant industry for 2015. For example, about 25% of consumers say technology options are important features that factor into their decision to choose a restaurant. This is up from nearly 20% the prior year, underscoring that technology quickly is becoming an expectation rather than a novelty when dining out. In addition, consumers are showing an increasing interest in local sourcing, with 80% of servers saying their guests are more interested in locally sourced items this year, compared with 70% a year earlier. Furthermore, 75% of consumers say they are more likely to visit a restaurant that offers healthy options (“Technology,” 2015).

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Restaurant Industry

Research

Presently Dee-Lite is targeting those aged 16 and older and the target market is anyone who could come to the restaurant and purchase a meal. Dee-Lite serves breakfast, lunch, and dinner and appeals to all ages. The restaurant appeals to families, millennials, and the elderly due to the relaxed and pleasant atmosphere. Additionally, the target market includes both Grand Haven and West Michigan locals and tourists visiting in primarily the summer months. Research has shown that millennials and women are most concerned about getting the best deal or value when eating at restaurants, and are thus more attracted to value meals, combo meals, and special pricing or deals (“Dining Out,” 2014). This is important because 75% of household dining-out decisions are made by women (Duy, 2013).  

West Michigan Locals

The Grand Rapids - Kalamazoo - Battle Creek Geographic area has a population of 2,008,114 and an average household income of $63,836. The median age of residents is 36.7 (“Grand Rapids,” 2014). Grand Haven in particular has a population of 10,737 and an average household income of $59,350 and a median age of 42.0 (“Grand Haven,” 2014). This compares to a nationwide a population of 317,352,277, an average household income of $74,534, and a median age of 37.3 (“United States,” 2014).

West Michigan Tourists

The top origin states of those who travel in Michigan were Michigan, Illinois, and Indiana, followed by Ohio, Florida, and California (Nicholls, 2012). After lodging, the category with the highest spending for Michigan tourists is the food and beverage industry, with $4,768 in 2014 (a ten percent increase since 2010) (Tourism Economics, 2014).

A SWOT analysis consists of internal strengths and weaknesses and outside threats and opportunities for Dee-Lite and specifically the take-out window.

Strengths

Dee-Lite’s strengths include that it is well known in the Grand Haven and tri-cities community and it is centrally located and easily accessible for locals and tourists. Additionally, Dee-Lite is up-to-date as a result of multiple interior renovations and has a large menu with something for everyone. The take-out window’s strength is that it

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SWOT Analysis

Target Market

provides an extra level of convenience for customers and more flexibility in their dining options.

Weaknesses

The restaurant’s weaknesses include that it has gone through a number of changes in the past decade which have left some confused as to its brand identity, image, and offerings. Additionally, the majority of Dee-Lite’s income comes during the summer months, and because it’s ownership is the same as a number of other restaurants in the city, less focus may be put on the Dee-Lite. Specifically, the take-out window is less known by locals and tourists.

Opportunities

Dee-Lite’s opportunities include that it is well-connected in a network of restaurants under the Harbor Restaurants umbrella and that it is a tourist attraction that fares well during the high traffic tourism months during the summer. The take-out window has the potential to grow Dee-Lite’s customer base to those looking for a quick meal that they can take with them wherever they go.

Threats

Some threats Dee-Lite faces are that there are a number of other restaurants on the same street all competing for customers. Additionally, many customers could be easily affected by the weather because of its close proximity to the lake. This is particularly true for the take-out window. A threat to the take-out window is that it will be competing with fast food burgers, which might be less expensive.

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The campaign will run from May-August 2015. This is to ensure that the marketing of the take-out window is occurring when the take-out window is open, the weather is nice, and there is already a lot of traffic in Grand Haven. This means that the campaign will focus on those already in or around the Grand Haven/West Michigan area rather than having to advertise and draw people in from far away.

The two big ideas for the campaign are that Dee-Lite is involved and invested in the community and it is an extension of the home. This applies to both tourists who consider West Michigan and Grand Haven a summer destination and to the locals who call West Michigan or Grand Haven home. Because of the importance of community involvement in the restaurant industry, Dee Lite’s take-out window should take full advantage of the fact that people can take the burgers with them as they explore all Grand Haven has to offer. In this sense, Dee-Lite is an extension of the home and the community. This campaign attempts to convey that a trip to Dee-Lite is not just about the restaurant, but about Grand Haven and the wider West Michigan community.

“Do it with Dee-Lite”

This slogan captures the heart of the campaign and the ‘big ideas’ in that it conveys that the Dee-Lite isn’t just a restaurant but is involved in the community. Specifically for the take-out window, the slogan can be on advertisements, menus, and other materials. “Do it with Dee-Lite” represents the investment that Dee-Lite has in the community and also the top-notch consumer experience. It also implies that everything a person wanted to do in Grand Haven, they could do it while enjoying a burger from Dee-Lite

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Campaign Overview Overview

Big Ideas

Slogan

Timeline

Below are the calculations for the advertising costs of each tactic in the campaign. Some of the more expensive tactics can be made cheaper by decreasing the frequency or size of the advertisement. Additionally, discounts are often available when ordering bulk media advertisements.

Tactic Calculation Cost

Survey Announcement $11.61/in x 4in x twice in April and twice in September

$185.76

Print Advertisement $1,304.86 (half-page ad) x once a month for four months

$5219.44

Press Release 1 hour of pay for current Harbor employee

N/A

30 Second Radio Advertisement

$100 per 30 spot x 10 times a month for four months

$4,000

Twitter Advertisement .50-$4 per engagement x two engagements per day for 120 days

$240

Billboard $3,000 for four weeks $3,000

Take-Out Menus 1000 menus $123.08

Food Truck Rental $4,000 for an afternoon

$4,000 plus food

Frisbees 1000 custom Frisbees $450

Sports Team Sponsorship $28 a jersey x 18 players $504

Kids Food Basket Community Partner

Suggested donation $500

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Budget

The overall goal of this campaign is to increase awareness of and positive attitude towards Dee-Lite, and more importantly, the take-out window. Below are the four specific, time-bound, and measurable objectives for the campaign followed by a brief justification. All benchmark data will be obtained using comment cards and surveys conducted in-person and online. Additionally, as the campaign is planned to run for six months from May-August 2015, the objectives will be evaluated at the end of the campaign at the end of August 2015.

Objective 1

Increase awareness of the take-out window by 20% over the course of four months

As increasing awareness of the take-out window is the overall goal of the campaign, it was important to create a specific objective about it that would measure if this was accomplished.

Objective 2

Receive five positive online reviews each on Facebook, Twitter, and Yelp in the course of four months and for 75% of online reviews to be positive

As potential customers use Internet resources such as social media (Facebook, Twitter, etc) and crowd sourced review websites such as Yelp, it is important for Dee-Lite to establish a strong web presence and to increase the number of positive reviews if it wants to attract new customers.

Objective 3

Increase website traffic and engagement by 10% over the course of four months

Similarly to the previous objective, this will measure the success of the campaign at generating online awareness and engagement with Dee-Lite, helping grow its important online presence. It will also help measure if customers are engaging on online platforms, what types of engagement methods work best, and if this campaign helps improve Dee-Lite’s online image.

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Objectives

Objective 4

Increase awareness of Dee-Lite’s corporate social responsibility by 20% over the course of four months

Knowing that customers place a significant value on CSR, particularly in the restaurant industry, this objective attempts to measure how well this campaign increases potential customers’ awareness of Dee-Lite’s CSR and community involvement.

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The primary approach will be an emotional appeal to the target audience. Dee-Lite encompasses a heartwarming sense of community and family that is evident in the quality of the food, the friendliness of the staff, and welcoming warmth of the atmosphere. In conveying a community-centered message, it is important to utilize an emotional approach that will pull on the heartstrings of belongingness within the community. Dee-Lite transcends the traditional restaurant and customer relationship and encompasses the community in everything it does. The emotional appeal will accurately portray the welcoming atmosphere of Dee-Lite and the delight that every visit brings.

The creative execution styles this campaign utilizes are testimonial and slice-of-life. The testimonial style is used to support the second objective of increasing positive online customer reviews. Testimonials will encompass the community focused aspect of the campaign as there will also be many call-to-actions for customers to post reviews of their experiences online. The slice-of-life style is relevant because it will demonstrate that Dee-Lite is part of the wider community and an extension of people’s lives.

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Strategies

Approach

Creative Execution

This section provides a detailed description of the campaign’s tactics. Select tactics have been created and can be found in the Appendix.

Survey Announcement

The survey announcement is an advertisement that would be placed in the Grand Haven Tribune to help increase the number of people who will participate in the survey to collect more reliable data. The advertisement will provide instructions for how to take the survey (powered through Google Forms because it is easy and free to use for an unlimited number of responses), a QR code for users to quickly access it, and an incentive to complete the survey (a 10% off coupon for their next visit to Dee-Lite showing proof they completed the survey). The objective of this tactic is to have at least 100 people complete the survey and for at least half of them to utilize the coupon and visit Dee-Lite.

This survey will consist of ten quantifiable questions that will include a rating scale about the awareness and experience consumers have about Dee-Lite. The survey results can be used for both benchmark data at the start of the campaign and as part of the evaluation at the end. The survey will consist of short questions such as “How often do you frequent the Dee-Lite?,” “How was your last experience at the Dee-Lite?,” or “Are you aware of the take-out window?” This surveys will measure consumer attitude and awareness and will provide valuable feedback about Dee-Lite’s current position in the target market.

Newspaper Advertisement

A print advertisement will be featured in the Grand Haven Tribune on the weekends during the months of May-August. The advertisement is included in Appendix A. This advertisement will be in color and contain information about the take-out window along with the Burger Bar logo. The newspaper advertisement can be a full, half, or quarter-page ad. This campaign recommends Dee-Lite take out a half-page ad, once a month for the four-month duration of the campaign. The objective of the print advertisement will be to aid in increasing awareness about the take out window at Dee-Lite by reaching 10% of the local

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Tactics

Traditional

target market at least once. This advertisement is important because it will reach the locals that make up the target audience and a circulation of over 8,000 people per issue (SRDS).

Press Release

A press release will be sent out to local reporters and journalists at the beginning of the summer season when the take-out window opens. The press release is included in Appendix B. The press release will be sent to the local newspapers and online media (The Grand Haven Tribune, MLive, The Grand Rapids Press, etc). It will provide journalists the information they would need to promote the take-out window and how Harbor Restaurants, especially the Dee-Lite are transcending the average restaurant to create the ultimate culinary experience for those that frequent downtown Grand Haven. The press release will increase awareness of the Dee-Lite and their take out window. The objective for this tactic is to gain at least five media stories on the take-out window and to gain at least 10,000 impressions.

Radio Commercial

A radio advertisement will be featured on local radio stations promoting the convenience of the take out window at the Dee-Lite. The radio advertisement will feature a fun jingle along with a conversation among a family about utilizing the take out window before their walk down the pier. It will run on the afternoon commute spot on WLCs FM Classic Hits because their demographics include the primary group of persons ages 35-64 and the secondary group of women ages 25-64. The radio advertisement will resonate with consumers of all ages about the ease of the take out window at the Dee-Lite.

Presently there is one social media page for all the Harbor Restaurants. To help create a specific brand identity for Dee-Lite, a separate Facebook, Twitter, and Yelp page will be created to help increase Dee-Lite’s online presence and engagement. These sites will include restaurant information (such as the menu, pricing, times each meal is served, etc.), customer reviews, and help create awareness of the take-out window specifically. All three pages will have their own unique content and will maintain a focus of not only generating additional awareness, but catering to consumer reviews and promoting a positive image about Dee-Lite. These social media tactics are mainly targeted to the Grand Haven locals and frequent visitors, ranging in ages and depending on the social media users. More information and examples are in Appendix C.

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Social Media

Facebook

The Facebook page will promote new menu items and events, encourage customer dialog and reviews, and be used to share content such as any videos, pictures, or stories created. For Facebook, 71% of adults are frequent users, often more women than men according to Duggan and Ellison. Therefore, the Facebook account should cater more towards what adult women would find appealing to entice them to bring their family to dine in or use the take-out. The Facebook page should also be very interactive with the customer reviews to encourage more reviews.

Twitter

The Twitter page will focus on promoting events and daily specials. In addition to Dee-Lite’s personalized Twitter page, using sponsored Tweets will go a long way to better promote the take-out window, and the Dee-Lite restaurant as a whole. Sponsored tweets cost anywhere between $.50 and $4.00. It is recommended that the Dee Lite uses sponsored tweets on a daily basis to better interact with the community. These sponsored tweets will be directed towards the ages of 18-29 since they hold the largest percentage of Twitter users (Duggan, Ellison, 2015). Starting with Twitter to use paid advertisements is more budget and time conscious and will be most effective because Twitter is a more interactive platform.

Yelp

The Yelp page will contain consumer reviews, images of the take out menu, and general restaurant information. Additionally, it is recommended that Dee-Lite or Harbor restaurant employees manage any and all customer reviews on Yelp (and all other online forums). For example, if someone posts a positive review, thank them and invite them back. If someone posts a negative review, apologize, address the problem, and ask for forgiveness.

Billboard

The billboard will feature information regarding the take-out window at Dee-Lite and is included in Appendix D. The recommended billboard location is positioned on the left-hand side of US-31, near Robins Road. Vehicle traffic that will be traveling north into

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Out-of-Home

Grand Haven will see the billboard, as the advertisement will be facing south. This is also one of the last billboards available before reaching Grand Haven and so will be a prime location for Dee-Lite to gain awareness and traffic. By implementing a billboard in the Grand Haven area, the objective of increasing awareness of the Dee-Lite will be fulfilled, and the specific objective for this tactic is to reach 30% of the target audience (including both tourists and locals) at least twice. Billboards are particularly helpful because they are located on heavily traveled roads and have high visibility. The specific billboard this campaign recommends has 455,900 impressions. The billboard will be shown for the entire month of May. By choosing the month of May, the billboard will create awareness in the beginning of the tourist season. It will cost a flat rate of $3,000 for the entire month.

Take-Out Menus

The creation of take-out menus provides customers with easier ordering and utilization of the take out window. The take-out menus will be printed in bulk and will be offered to customers before they exit the Dee-Lite, placed at local bars that allow outside food (such as Oddside Ales), and to be handed out with meals and Frisbees in addition to the guerilla marketing. Additionally, the take-out menus will include social media and website information. The take-out menus will promote awareness, increase social media and website traffic, and will allow the ease of convenience to the target audience when making dining selections. The take-out menus will be available during the months of May to August to supplement the availability and promotion of the take-out window.

Food Truck

This guerilla tactic was designed to create awareness and generate buzz both in traditional media and online. It will be promoted through Dee-Lite’s social media channels and website, and a press release will be given to appropriate journalists and reporters. The tactic is to rent a food truck and park it at the main beach in Grand Haven on a couple Saturday afternoons on select weekends during the summer (such as high traffic weekends on Memorial Day Weekend, 4th of July Weekend, and Labor Day Weekend). The food truck will prepare and sell fresh burgers and sides.

The burgers could be served on a Frisbee with Dee-Lite’s Burger Bar logo on it for children’s options or for an additional fee ($1-$2). There could also be music playing and Dee-Lite could possibly work with a local radio station to have them host the event to increase its awareness and media impact. The goal is to create a fun, family friendly, vacation atmosphere for all ages. It would demonstrate that Dee-Lite is involved in the

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Guerilla

community beyond the walls of the restaurant and show how the take-out window can be used by customers who are heading to other Grand Haven destinations.

Frisbees (Appendix E)

A customized Frisbee will be handed out during the Food Truck events and on weekends at the take-out menu. They can be included with children’s take-out orders or for an additional fee. The Frisbee will contain Dee-Lite’s Burger Bar logo and the different social media accounts Dee-Lite has. The Frisbee will increase awareness of the take-out window as well as increase web traffic by including the Facebook and Twitter accounts. The Frisbee is a fun way to get interaction flowing between customers and the restaurant. It’s an advertisement that gets brought to the beach and literally tossed around. It involves a large target audience but mainly families with young kids or young adolescents. The idea is to appeal to a family fun environment as well as reaching out to social media type consumers.

Sports Team Sponsorship

This tactic is to sponsor the Tri-Cities Soccer Division 6 Players (ages 8-9). The sponsorship will consist of purchasing the team’s jerseys in exchange for allowing the Burger Bar logo to be placed on the back. The jerseys are in Appendix F. Sponsoring a local youth sports team is one way to show that Dee-Lite is involved in the local community which is proven to improve public opinion on brands, particularly restaurants. For example, in 2012 seventy-two percent of consumers would recommend a brand that supports a good cause over one that doesn't (National Restaurant Association, n.d.). The sponsorship also shows that the Dee-Lite is an extension of the community and that food taken from the take-out window can be eaten anywhere (including youth sporting events). This sponsorship is a way to directly market to a viable target audience, specifically families with disposable income. Additionally, sponsoring the Division 6 Players is beneficial because at this age extended families still attend the games and the children want to go out to eat as a family whereas when they are older they want to go with their teammates.

The objective of this tactic is to reach 100% of the families whose children play for the Tri-Cities Division 6 team and to have 75% of the families visit Dee-Lite at least once. The scheduling pattern is continuous with a higher level of prominence at the beginning of the season. As this would be a new sponsorship it is important to promote the partnership more at the beginning of the season to raise awareness and to help start traditions that will continue for the rest of the season.

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Cause

Kids Food Basket Partnership

This tactic is to become a community partner with Kids Food Basket, a local non-profit that provides food for children in need in the West Michigan area. They provide over 6,000 children with food each weekday and provide many opportunities for community members and organizations to get involved. Depending on the level of commitment and financial support Dee-Lite want’s to undertake, Dee-Lite can either donate money, donate food, or provide volunteers. This partnership could be made just between Dee-Lite and Kids Food Basket, or Dee-Lite could encourage their customers and the wider community to get involved as well by holding and sponsoring a food drive, coordinating a volunteer night, or participating in a fundraiser (“Community Partner Program,” 2015). Some relevant dates to keep in mind for these types of events would be that National Homelessness and Hunger Awareness week is November 14-22 2015 (always the week before Thanksgiving) and World Hunger Day is May 28, 2015 (“National Homelessness” 2015). This tactic is important because it shows that Dee Lite is invested in the well being of the community and is willing to give back to community needs. Furthermore, the partnership will appear natural as both Dee-Lite and Kids Food Basket are dedicated to feeding people.

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Following the task-objective evaluation strategy, each objective is listed below with a description of the evaluation to be carried out to determine if the objective was met.

Objective 1

Increase awareness of the take out window by 20% over the course of four months

The first objective will be measured by a survey administered online through advertisements placed in the Grand Haven Tribune where readers will be told if they take the survey they will get 10% off their next Dee-Lite visit. It could also be added as an option on the comment card to get feedback that way.

Objective 2

Receive five positive reviews each on Facebook, Twitter, and Yelp in the course of four months and for 75% of online reviews to be positive.

The second objective will be measured by positive to negative ratio of consumer reviews on the Dee-Lite Facebook page. Five positive reviews and maintaining 75% positive reviews on the Facebook page over the course of six month will result in a success for objective two.

Objective 3

Increase website traffic and engagement by 10% over the course of four months

The third objective will be measured by using Google Analytics to measure website traffic. It could further be analyzed to see the demographics of those visiting the website (what age group, what location - i.e. locals or tourists, etc) to better target future campaigns. Additionally, engagement on social media platforms will be measured as well.

Objective 4

Increase awareness of Dee-Lite’s community involvement by 20% over the course of four months

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The fourth objective will be measured by surveys. We will be issuing surveys through advertisements placed in the Grand Haven Tribune. As an incentive for customers to take the survey, customers will receive 10% of their meal, which is redeemable for any menu item at the Dee Lite. This could also be included on comment cards.

Additionally, it would be beneficial to include some other methods of evaluation, such as measuring output (such as how many Frisbees were sold or given away, how many people participated in the food truck event and how much online buzz that garnered, or how many impressions were made from the newspaper ad, radio ad, and billboard.

This campaign was created with the goal of increasing awareness and positive sentiment towards Dee-Lite’s take-out window that serves burgers during the summer. Based on industry research, the campaign relies on an emotional and testimonial strategy and emphasizes and increases Dee-Lite’s online presence and community involvement. The tactics outlined above will help meet the campaign objectives and allow Dee-Lite to thrive.

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Appendix A:

Newspaper Advertisement

Conclusion

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Grand Haven Tribune Advertising Rates

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Dee Lite PR Consultant616-844-5055publicrelations@deelite.comMay 1, 2015

FOR IMMEDIATE RELEASE

New Dee-Lite Take-Out Window Harbor Restaurant Dee-Lite has a new take-out window that allows customers to enjoy

great food while exploring all Grand Haven has to offer.

GRAND HAVEN, MI: The Dee-Lite has created a new experience for beach goers and locals alike. The take out window will allow customers to easily order delicious street food and custom burgers that has allowed the Dee-Lite to thrive in Grand Haven since 1937. Now customers can pick up delicious food and take it with them on their adventures around town. From delicious Dee-Lite creations or your own enticing custom burgers, the lovable street food of Dee-Lite is now ready to be eaten on the go, whether that be wondering downtown Grand Haven, checking out the Pier or watching the musical fountain.

Some of the take-out burger options include:

Classic Burger Deluxe Burger Bacon Cheeseburger

Mushroom Burger Olive Burger Or build your own!

The Dee-Lite is a local restaurant that has been a part of the Grand Haven community since 1937. Beginning with a focus on breakfast, the Dee-Lite now serves every meal of the day with delicious options for every taste. The Dee-Lite has cafe style dining that enhances the summertime experience, a taqueria, a burger bar, and a full service beverage bar, and now a take-out window! From custom burgers to local craft beers, the Dee-Lite has something for everyone.  

For more details about the Dee-Lite please visit their website at http://harborrestaurants.com/DeeLite

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Appendix B:

Press Release

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Twitter Account:

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Appendix C:

Social Media

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Sponsored Tweet Information:

Facebook Account

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Billboard

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Billboard information from Lamar.com

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Frisbee

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Appendix F:

Sports Team Sponsorship27

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References28

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National Restaurant Association. (n.d.) Show you Care: Promote your Community Involvement. Retrieved from http://www.restaurant.org/Manage-My-Restaurant /Marketing-Sales/Philanthropy-Community-Service/Show-you-care-Promote-your-community-involvement

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Tourism Economics. (2014). The Economic Impact of Travel in Michigan. Retrieved from http://www.michiganbusiness.org/cm/Files/Reports/Michigan-2014-Tourism-Economic-Impact.pdf

“United States Demographics.” (2014). Available from Gale Cengage DemographicsNow database. Retrieved from http://library.demographicsnow.com/?skey =06DC90DE8C6648FEA80190FBBA44AA08

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