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Karly Goins, Irene Loat, Christine Penn, Neisha Sinadinovic, Camille Wallace
Lift the Kilt
Idea: “Lift the Kilt”
Lift the Kilt - customize your burger
Lift the Kilt - Burger
Contest + Partnership
Objectives
Motivational:
Increase daily transactions by 15%
Increase average check to $17.99
Obtain ROI of at least 2 - 1
Informational:
Increase brand loyalty among existing costumers
Increase brand awareness among new customers
Strategies
Develop a LTO promotion
Develop a new burger and a new burger experience for the consumer
Develop and maintain a partnership with a reliable brand name company
Tactics
Develop a contest to promote the customizable burger experience
Hire a chef to invent a new burger
Create an incentive for current staff
Target
Sports Enthusiasts
Business Diners
Spice Lovers/Bold Flavors Cravers
Health Seekers
Business Diners
18%Most frequent Tilted Kilt users
Like Happy Hour
Spend a lot at lunch and often buy for clients and associates on company cards.
Sports Enthusiasts
16%Most frequent Tilted Kilt users
Use bars often
High Social Networking
Like Beer but not into Micro Brews unless on special
Like Wings, Burgers and Sampling apps, classic bar food
Spice Lovers/Bold flavors
14%Want authentic like beer expertise
Want robust food and lots of variety options and complex flavors
Like new food concepts
Heavy Facebook users and often use social media to seek out new restaurants and offers
Health Seekers
14%
Heavy Social media
Want high quality
Partnership
Who better to partner with than the Tilted Kilt's #1 selling beer?
Blue Moon has chosen to exclusively distribute their Summer Honey Wheat beer at the Tilted Kilt.
With every purchase of a Lift the Kilt burger customers are able to purchase a 16 oz. pint of Blue Moon's Summer Honey Wheat beer at happy hour price for $7 ANYWHERE in the restaurant (not just at bar).
Lift the Kilt BurgerCustomizable Burger! Don't want to pick everything out? No problem, we've
created an awesome new burger just for you! We recommend…
White bun Turkey patty
BaconGuacamole
Pepper Jack cheese Scotch Bonnet Chilli Peppers (*new item*)
Lettuce Tomato
Red onion
Contest
Think the burger you created is totally amazing? Enter your burger creation online and share via social media for a chance to have your burger featured exclusively at the Tilted Kilt for a limited time.
the Tomlin Burger
BudgetIn-Store = $9,000 / $10,000 = we saved $1,000
Pandora = $10,000
Social Media $8,000 / $10,000 = we saved $2,000
Yelp = $5,300Research = $4,000 Creative Budget = $10,000
Total spent: $46,300$50,000 - $46,300= $3,700 saved
ROI3.29 - 1
EvaluationEstablish an effective promotional campaign
1 new (delicious) burger product - Lift the Kilt burger
Introduce interactive burger experience
Increase in transactions by 15%
Increase beer slaes with HH promotion
Entice customers with create your burger contest
Obtain ROI of at least 2 - 1
We beat that! ROI: 3.29 - 1
Thank you for the attention!