Da Pineapple Grill. KC Barnwell, Jenessa Jensen, Brandon Layland, Bobby Ray, JB Van Leishout Group # S 2nd W, Rexburg, ID 83440

Transcription

1 Da Pineapple Grill KC Barnwell, Jenessa Jensen, Brandon Layland, Bobby Ray, JB Van Leishout Group # S 2nd W, Rexburg, ID 83440

2 Table of Contents Executive Summary 3 Background.4 Situation Analysis 5-6 Competition Anaylisis 7 Goals/Objectives/Strategies..8 Media Strategies 9-10 Target Audience 11 Budget..12 Survey Survey Results..15 Public Relations Strategies..17 Media Objectives Timeline Evaluation 17 Appendix 2

3 Executive Summary Da Pineapple Grill is a locally owned Restaurant in Rexburg, Idaho providing service to a small college town. The restaurant opened on August 5, 2005 as an island grill with a sushi bar. This campaign is designed to help increase profitability of the restaurant by creating a social media presence as well as offering incentives to eat at the grill. Currently the Grill competes with a number of local businesses, which offer food as well as an entertaining atmosphere. Our plan is to create a pathway for Da Pineapple Grill to compete more actively with these restaurants for business. The following information provides an in depth understanding of the strategies and tactics used to promote the restaurant and influence the opinion of Da Pineapple Grill customers. The proper implementation of this public relations strategy provides a complete view of how to prepare, carry out and evaluate an effective Public Relations plan. 3

4 Background The City of Rexburg Rexburg, Idaho, has a diverse population considering its small size. The town is primarily made up of Brigham Young University-Idaho students, university support (faculty and staff) and families native to the area. In recent years the university has expanded enrollment from 8,000 to 12,000 students. Additionally, unlike most schools, BYU-Idaho keeps a steady student enrollment through summer months. The population of Rexburg and the surrounding area has an additional 28,000 people. This growth invites the establishment of new businesses that cater to this population. Opening of the Grill On August 5, 2005, Da Pineapple Grill opened its doors at the corner of Rexburg. The owners, the Danielsons, are originally from Hawaii. They opened the grill with the idea of serving a combination of authentic Island, Asian, and traditional American food, making this restaurant a one-of-a-kind place to eat in Rexburg. The company has a goal of providing excellent service and helping customers feel welcomed. Opportunities and Challenges No other local restaurant offers fresh, authentic sushi. Da Pineapple Grill also sells its sushi at Alberstons and the university. Although it s a family-run business, it offers employment opportunities to a number of residents. With the university a block away, there are many students seeking part-time jobs. Da Pineapple Grill helps ease this burden by employing 10 people as waiters, chefs, dishwashers and in food prep. Pricing at the grill is $10 for a decent-sized meal. There are no texting discounts or other incentives for lower prices. Currently there is not a strong advertising presence for the grill with the exception of an occasional mention in lists of places to eat in Rexburg. With a relaxed and friendly atmosphere, the grill has been designed to attract a young, trendy audience. The grill also offers catering services for events and parties. Additional information is available at the company website, 4

5 Situation Analysis (SWOT) Strengths: No one else in town sells sushi Convenient location near campus o S. 2 nd W. Fancy place to eat Great date restaurant Fun atmosphere Large variety of food o Sushi o Hawaiian o American Weaknesses: Expensive o $10 plus Small place o 40 seats Not well advertised Poorly made website Slow service Poorly made in house/takeout menu Understaffed on weekends Opportunities: College town o Active night life Social Media o Facebook o Twitter o my.byui.edu Learning experience/cultural Threats Close restaurants are cheaper 5

6 o Subway $5 o Teriyaki Express $5.99 o Fongs $7.99 Inconvenient hours o M/W/F 11:30am 2 pm o Monday Saturday 6-9 pm Noise from S. 2 nd W. Da Pineapple Grill is a higher quality restaurant; the food is relatively expensive, especially by student standards. The average cost of a meal at the grill is about $10. The service is slow, particularly on weekends. Da Pineapple Grill greatest weakness is its lack of advertising. It doesn t participate in any Scroll, text message or flier based advertisements. Its website and Facebook page lack excitement and visual appeal. 6

7 Competition Analysis Da Pineapple Grill is a more sophisticated restaurant which is focused on a higher quality and fine dining. Therefore, to eat at the Da Pineapple Grill costs more money. In this Competition Analysis we focused on restaurants what are in the same league as the Da Pineapple Grill such as Applebee, Gringos, and Original Thai. Applebees: Applebee has great service, can handle a large group, have new deals all the time, and it have quality advertising. These are all things that the Da Pineapple Grill really needs to work on. Applebee is far away from campus. It s near the high way but for students, which are Da Pineapple Grill s focus, it s a little far. The kind of food at Applebee, manly Hamburgers and pasta, is really common in Rexburg. Gringo s Gringo s has the same prices as Da Pineapple Grill, but the amount of food is two times more. Its location is even better then Da Pineapple Grill. It s closer to campus and right by the movie theater which busts the clientele. The service is fast and no matter what you buy each costumer receives free unlimited chips and salsa. Unlike at Da Pineapple Grill, where you can smell the food being prepared, Gringo s smells like cleaner. This can make meals unpleasant. Another weakness is that the building is a little old. The sign does not always have all the letters lit up and the tables are scratched up. Original Thai Original Thai has a great menu that is very original and hard to find anywhere else. This is much like Da Pineapple Grill. Both are Asian food bringing an original food to Rexburg. It has takeout options which are great and it is also a nice place to sit down. The room that it s in is half the size of Da Pineapple Grill. This leads to problems when a lot of people show up for food. The service is slow and it s right on Main Street which is great for people to get to, but makes it hard to hear the person next to you when you re sitting down to eat. We believe we can overcome the competition through improving Da Pineapple Grill s advertising, great application of social media, and creating better deals for customers. 7

8 Goals/Objectives/Strategies Goals- Increase knowledge and interest in the Da Pineapple Grill while enhancing its brand as an enjoyable, reasonably priced eating establishment. Objectives Research success of the Restaurant Analyze the current demographics of clients Analyze the current business Research potential client put offs Increase Interest in Da Pineapple Grill Increase sales revenue by 20 percent Increase daily clientele by 20 percent Increase advertising by 25 percent Strategies- Research Survey potential clients Restaurant history and success Analyze data Increase and Better Advertising Efforts Advertisements Improve website (knowledge of/ and attractive) Logo ID Newspaper Ads/ PR release Flyers Promo Events Coupons/ special deals Improve Social Media Outlets (facebook, twitter) 8

9 Media Objectives Our objective is to increase popularity and attractiveness of Da Pineapple Grill in Rexburg, thus increasing revenue and clientele by 25 percent. We will effectively and efficiently promote Da Pineapple Grill through positive advertising, publicity and open communication. Our plan is cost efficient, quality work, timely and reliable. News Paper Ad/ Press Release Increase number of Press Releases submitted to the Standard Journal and Scroll newspapers by 10 percent. Increase advertising and coupons in the Standard Journal and Scroll newspapers by 15 percent. Social Media Outlets More effectively use social media outlets to increase popularity by 15 percent. Public Relations Strategies PR Releases Promote benefits Da Pineapple Grill provides for the community. Promote upcoming community events in which Da Pineapple Grill will participate. Promo Events Press Kits History of Da Pineapple Grill Take Out Menu and Prices Coupons Business Cards / Contact info for the restaurant Promo Events Publicize event for the community Attract publicity and potential clientele 9

10 Coupons/special deals Provide weekly special deals Provide coupons for discounts Provide promotional holiday and group deal discounts Improve Website Promote availability of existing website Make it more user friendly / relevant to the restaurant Make it more attractive and appealing to the eye Add map, takeout menu, contact info for restaurant, pictures of products and staff Improve Social Media Outlets Effectively use social media for advertising (i.e. Facebook and Twitter) Make Facebook more visually appealing and informative Update advertisements, coupons and discount specials 10

11 Target Audiences Possible Audiences: Single College Students Young Married Couples Families with Children High School Students Retired Couples Primary Audience: Single College Students- Da Pineapple Grill is located within one block of more than 20 singlestudent housing complexes as well as one block from the BYU-Idaho campus. The restaurant has a great environment, with island music and brightly themed walls that will attract a younger audience. In addition, because Da Pineapple Grill has such a large menu to choose from, it can cater to the pickiest eater. The grill also offers a wide variety of catering options, perfect for bridal showers. A limited checkbook hurts this target group. Tertiary Audience: Young Married Couples: Again, with the university a block away, there are opportunities to attract young student families. Often, these students will stick around Rexburg year round. This group stands out when looking at employment options and again is a strong candidate for a date night on any night of the week. These couples will also be drawn to the Grill because of its wide range of menu options, especially if they have young children. This audience will also benefit from the grill s catering menu for baby showers and other parties. 11

12 Budget Print/Advertising- Take out menu $50 Letterhead $100 Business Card $150 Website $15/hour Posters $150 Text message deals (ihappi): $400 Ad in the Scroll: $300 Uniforms- Silkscreen shirts $250 Selling to Alternate Locations- Farmers market % of sales Booth at bridal fair $500 Total: $ approximately

13 Survey 1. How familiar are the following Logos? Very Not at all Very Not at all Very Not at all Very Not at all Very Not at all Very Not at all Very Not at all 2. Please match the names with their following Logos: a. Twitter b. Da Pineapple Grill c. Wal-Mart d. Kellogg s e. Burger King f. Kmart g. Legos h. Nike i. McDonalds 13

14 3. From the following five places which places are you willing to eat at o McDonalds o Taco Bell o Fang s o Da Pineapple Grill o Dairy Quean o None of the Above 4. Have you visited any of the above listed restaurant websites? o Yes (which ones! Please answer 4a as well) o No 4a. With the above websites on a scale of 1 to 10 (1 being the lowest) how would you rate their websites? 5. Which of the following items are offered at Da Pineapple Grill? (mark all that apply) o Sushi o Teriyaki Ribs, Beef, Chicken o Japanese Shrimp o Salads o Burgers o Sandwiches o Cheesecake o Fries o Noodle Soup 6. What would you consider a reasonable price for a Grill Restaurant? (per Entire) o $7 - $10 o $11 - $15 o $16-$20 o $21-$25 o $25+ o Other 7. Where is Da Pineapple Grill located? o By Wal-Mart o Two stores down from Taco Bell o On Main Street o 2nd West o Next door to Subway o By the Roundabout o Have no Idea 14

15 Survey Results 15

16 Timeline 16

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18 Evaluation 18

19 Appendix Take Out Menu Facebook Page Buisness Card News Release Letter Head 19

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