Week 10 EOC, Promotion without discount.

I feel the most important thing for promotion is word of mouth. If a customer comes in a restaurant and has a bad experience they will make sure they tell 20 people where as an ok experience they probably wont tell anyone. If you provide a great experience the patron might tell 3 people. These aren't exact figures I am just assuming. So you have to give your patrons an exceptional original experience every time. That's where promotion starts believe in your product and create a desire for your product. Then of course you can go to your social media outlets. create a buzz around your product make people wonder what the experience you are offering is really all about. make them come through the door to get a taste. Then you can promote through television, and other publications.

BOC week 8

I am doing the tiki bar. I have a place in mind the actual building is what gave me the idea. The building it self was a bar restaurant I think. It was called the Tillerman but hasn't been open and the building has been for lease since I moved to Las Vegas 2 years ago. It is on E Flamingo which could be an issue. There are a few empty business's bar restaurants on that part of Flamingo and only one that really is even worth talking about. so competition is at a minimum. I'm not really sure where we should be at at this point with our project, but Ive just got the concept and location at this point. These pictures are the first time ive seen the inside of the place. I Have to say it is way nicer than i had imagined. I can still pull off the tiki place though. The wood every where is awesome and would fit the theme pretty well. Put some totem type art in the corners grass roof over the bar . Would definitely like it to look a bit more casual inside than in this picture. I am thinking average dinner and 3 cocktails would be around $35 to $50 per person. I would like to usher in a dinner crowd and around 9 to 10 pm bring in entertainment and try and make people stay for drinks and music.

Implementtation and evaluation control

evaluation

By implementing this marketing plan and with consistent thorough evaluation I can create and sustain this concept for the unforeseen future. We will constantly evaluate our product to make sure it will always uphold the standards that we have put in place. We will always evaluate ways we can increase profit while sustaining our costs. Employees will have strict standards to follow but shall be rewarded by the  business that we earn. It is very important to keep a restaurant staff happy and rich. the management has a responsibility to make sure the employees are happy and making money. The employees will love their jobs and therefore love our customers. We will have open lines and will evaluate everything constantly. Using the location in Las Vegas as a model I would like to expand this concept to other markets nationally eventually.

Price

Price

The price point should be about 75 dollars for dinner and a 2 cocktails per person. Dinner plates will average $25 to $40 with cocktails running around  $8 to $20.  The appetizers and deserts can range from $5 to $10. With dinner out of the way I think we will generate modest profit if I can average $75 per person. Now having a full bar and the environment some of our customer will center in the bar area after dinner for the music and  a little different experience than just dining. These customers will be very important to us because their average check prices will be larger. These people I would hope would consist of 1/3 of our customer base and a good Target check price for them would be in the range of $125 per person. this sort of price point should ensure we sustain a profit while keeping up with the demand for our brand. It would cover all expenses and ensure we hold our high standards of experience and service. 

Promotion

Promotion

“The company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering, it must communicate with target customers about the offering and persuade them of its merits (promotion).” (Pg 31 textbook) Promotions for the establishment will be handled by me the chef and a well-connected promoter. The chef should be one that has a good name in the community; s/he should have the ability and know how to get our product in front of the right people who can create the buzz around our total dining experience. This will result in good reviews and write ups in local publications. I will personally run an ad campaign in the local publications, radio, and possibly television. The promoter that I put in place will be well connected they will bring in the entertainment and a high end clientele who will then create a certain desire and price level for our product. Promotions will soon handle its self. We will maintain our status in the community and use promotion funds to do things in our community such as charitable events. By doing this you also get advertising and the events usually are centered on celebrities, and the people at these events are the clientele I would prefer frequent my establishment for the dining and entertainment.  The promotion and marketing will be a small but vital part of our business plan.

Distribution

Distribution

Product

Product

 The product starts with the inside of the establishment and the environment you create with in.  The Tillerman is the property I would purchase it already has a good foundation for a heck of a restaurant and lounge. It was a white table cloth restaurant that had sales around 2.5 million dollars a year for close to 20 years. I would like to take this restaurant in the pictures add some more foliage with flowers and tropical plants. Brighten it up a little bit with some natural lighting through the ceiling during the day and then maybe create a sunset feeling with the lighting for dinner. As you can see in the photos the wood grain in this place is amazing and I would like to keep all of it that I can but will have to add some pastel paint throughout to help brighten it up as well. I would also like to add some sort of large tropical fish aquarium and maybe a corner with a few jungle birds. The tables chairs and table cloths will be colorful and will add to the island décor. I believe the environment I will create will get a great customer base through the door." Customer focus and value are the paths to sales and profits. Instead of a product-centered “make and sell” philosophy, the marketing concept is a customer-centered “sense and respond” philosophy. The job is not to find the right customers for your product but to find the right products for your customers." (pg 11 text book)

The second part of our product is our quality food and service. We will greet every customer with a smile and a “Be Happy Mon” attitude. Again the food alone will be of superior quality. Menu would consist of Caribbean native fish and lobster and fine steaks for the high end, then there will be other island dishes and an   extravagant take on jerk chicken or beef patties. All the side dishes and deserts will be made from native fruits and vegetables. Our bar will have premium spirits and mixers from the islands .





Our patrons will receive the royal treatment from the minute they walk in. I assume with in the first quarter after opening we will have half hour or longer waits for tables. With the decor and entertainment we should be able to keep our guests entertained during those waits, we will sell them a few premium cocktails there fore stimulating our average check prices.