Question: What are the positives and negatives of this family restaurant busines

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Question:

What are the positives and negatives of this family restaurant business?  

Family Business Description

The family business is “Complete Brunch,” a restaurant that serves breakfast and lunch to commuters during the morning, lunch/catering options, and a leisure brunch on the weekends. Complete Brunch has six locations in Chicago including West Loop, South Loop, and River North areas. These areas are close enough to cater to offices downtown, and residential enough that customers would come to Complete Brunch on the weekends. Complete Brunch has a full-bar, uses only organic produce, supports crop sharing, and food saving businesses like Imperfect Produce. Complete Brunch supports the complete family. In the restaurant area, all tables are child and pet (dogs and cats) friendly. The bar area is for patrons over 21 years.

A review of the Dunkin’ Donuts YouTube video indicated that there was confusion among Seoul residents because they were unaware that Dunkin’ Donuts can also provide coffee during commuting time. I think part of the root cause of this confusion occurred because the word “coffee” is not in the name, as were the other coffee vendors in the video (MarketingFactory, 2012).

The Target Market

The target market are young urban professionals that work downtown commute 25-35 minutes to downtown Chicago. The target is likely to be divided evenly among males and females. Demographics in this market include a college (undergraduate or higher) degree, and a middle to upper middle-class socioeconomic standing. Many of the patrons will come to Complete Brunch because of the local organic offerings, and the synergy between a family/pet atmosphere with fun craft cocktails. Members that are on the younger end of the target most likely own a dog, do not own a car, and are willing to spend money on luxury items for their dogs. Members that are on the older end of the target most likely are engaged or married with small children, and 40% may also own a dog. This portion of the target is focused on family, but also enjoys the amenities of an urban environment.

Relevant Consumer Behavior Issues

The biggest consumer behavior issue in this target market is finding a brunch atmosphere that is friendly to the complete family, including pets. Some businesses allow pets in outdoor areas, but this limits the times at which customers can frequent these restaurants. The target market is willing to spend more for the atmosphere to be pet-friendly. The fact that there are not many alternatives in this market suggests that consumers are not likely to have post purchase dissonance after visiting Complete Brunch. In fact, providing an atmosphere in which complete families are welcome would reinforce behavior associated with positive feelings: loyalty, happiness, satisfaction, etc.

Overall Strategy

The overall strategy will begin with bringing awareness to the unique feature of Complete Brunch: catering to the complete family. Aligning with Groupon is a great way to bring awareness to new customers, and incentivize them for visiting the restaurant. Aligning with GrubHub and other delivery services will make it easier for downtown workers to easily order lunch from Complete Brunch. The overall message is that whether you are eating at the restaurant or another location, the focus will be on completeness. Complete nutrition including nutritional information and food sourcing will be provided for every item on the menu, with vegan and gluten free options upon request.

Advertising Message and Big Idea Driving the Campaign

The Big Idea that will be driving the campaign is the focus on “completeness.” The integrated marketing campaign (IMC) in all media forms will focus on complete nutrition and the complete family. Complete Brunch’s mission statement is to provide nutritious and sustainable meals at fair prices, and warm welcomes to all families with children and pets.

Complete Brunch’s IMC Campaign

To maximize the reach to the target market, many different advertising media and marketing communication tools are required for success. The target market is most likely going to travel to work by public transportation, therefore CTA (Chicago Transit Authority) buses and rail stations will need advertising. Advertising on the walls of train stations, bus depots are good options, because it allows the passengers to read and observe the advertisement while they are waiting for their transportation to and from work. Collaboration with Groupon and GrubHub will help create awareness, and is also a good method to utilize digital marketing.

Print marketing can also be utilized. Promotional coupons can be distributed at daycare centers, pet supply stores, and pet grooming salons. In addition, Complete Brunch can place print advertisements in the RedEye, owned by the Chicago Tribune, a free weekly newspaper that is provided at and near public transit stations. These advertisements can also be converted to digital advertisements, so readers can view the advertisement on the media (newspaper or smartphone) of their choice.

Chicago has many local radio stations, which sponsor local bands and concerts. If the advertising budget allows, short radio advertisements on FM 96.3, 101.1, 103.5 and 104.3 can reach commuters that listen to local radio. Promotional coupons (similar to the print media described in the previous paragraph) can be distributed at local concerts.

Magazines, paid newspapers, and television commercials are too expensive, and their market reach is too extensive for a regional restaurant chain.

Roles of Each Media Type

Creating awareness for Complete Brunch is the first priority, therefore media that utilizes Groupon and GrubHub should be implemented first. This will utilize both print and digital media. Print media can provide promotional coupons and incentives to use Groupon and GrubHub, but email nurturing campaigns can be used by Complete Brunch to send reminders to customers about new menus, sales, promotions, etc.

After awareness is created, print marketing can further reinforce actions in the IMC. This primarily includes the print marketing at the public transit stations, and RedEye advertisements. Lastly, radio can also be used to reach the perimeter of the target audience by providing print media at local concerts, or sponsorship at music events. This promotional activity can be used to generate secondary interest

Tracking and Evaluation of the IMC

Advertisements that use Groupon and GrubHub will be easy to track, evaluate, and quantify because customers will receive a discount for using coupons from this specific advertising media. There will be more challenges to quantifying the effectiveness of other print (on public transportation stations and RedEye) and radio stations. To combat this, Complete Brunch will offer a 5% discount off the bill (excluding alcohol) for the first six months of the IMC if customers will indicate how they heard about Complete Brunch. The goal is that this incentive will allow Complete Brunch to determine which advertisement is most effective, and the customers will receive the discount.

Pros and Cons of the Complete Brunch IMC

The best way to show the pros and cons of Complete Brunch’s IMC is show in the table below.

Pros and Cons of the Complete Brunch IMC Pros Cons . GrubHub/Groupon advertisments will be easy to quantify/evaluate . Digital advertisements (Groupon/GrubHub) easy to implement at a low cost IMC can easily be copied by competition Print media in public transit stations can extendWhile Complete Brunch has competitive reach beyond target market * Pet-lovers and families are more likely to choose Complete Brunch over other options * Restaurant locations are in convenient, high full-bars and creative cocktails traffic areas . Flexiblity is added to the IMC with multiple media communication channels * Catering options allow Complete Brunch to earn revenue without bringing customers to the restaurant advantage today, target market my get board going to the same restaurant There are many organic brunch options with Many restaurants with outdoor seating could offer pet-friendly options in favorable weather months

Explanation / Answer

Answer: The positive and negatives of this family business are

Positives:

Negatives

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