MARKETING 2013
You don’t sell food and drinks, you sell values.
Evasion, friendliness, heat and fun.
Content
About us
Services
Marketing objectives
Important dates of 2013
Attract new customers
Elevate the frequency of visits
Increase the average spending per person
Medium
Calendar
About us
Unique and authentic food & drinks
Good value for money
For friends & families
Good fun
Friendly staff
A place to celebrate
Latino/Cow boy and chill out atmosphere
Services Dine-In Franchise
Groups
Tea-Time (new)
TakeAway Catering
Marketing objectives I.
Attract new customers
II.
Elevate the frequency of visits
III.
Increase the average spending per person

How to reach these goals? 1.
Excellent service & quality
2.
Marketing actions
Important dates of 2013 14-fĂŠvr
St Valentin + carnaval holiday (11/02 > 17/02)
8-mars
International Women's Day
1-avr
Easter holiday > 14/04 (rabbit Fajita?)
14-avr
Pan american day
1-mai
international workers day
5-mai
Cinco de Mayo (independencia de Mexico)
12-mai
Mothers day
15-mai
international day of families
6-juin
Fathers day
Important dates of 2013 Juin
Exam students
Juillet- aout
Summer holidays
21-juil
21 July
Sept
Back to school
1-oct
International Day of Older Persons
31-oct
Halloween
20-nov
International Children's Day
25-déc
Christmas
31-déc
New Year
Attract new customers Question : How can we attract more customers? 1.
Word of mouth : excellent service and quality
2.
Let your current customers be your
ambassadors “Invite a friend a get a discount” 3.
Be involved in the local community (LSM)
4.
Marketing actions
Elevate the frequency of visits Problem :
Once sit, our customers are not in contact with our daily specials and event calendar.
Solution : Don’t lose the contact!
I. I.
Introduce a new place mate per person featuring our marketing events of the
year + week deals
Stay top of mind!
II.
III.
I.
Communicate for every occasion
II.
Introduction of innovations (Spring, Summer, Fall innovations)
Organize special events (see calendar)
Increase the average spending per person How ? Suggestive selling is the most powerful weapon.
I. I.
Wine
II.
Side orders (guacamole, beans, sauces, veggies...)
III.
More soft drinks or water…
II.
Let a bottle of wine on the table.
III.
Let a drink card/dessert card on the table
IV.
Bring the “exhibition dessert tray” to the table featuring each item we sell.
The media we use
Print
POS
Menu card
Table tent
Placemate
Flyers (bounce back, streetfighter)
Posters
Windmasters
Display
Menuboard
Sale tool
Chi-Chi’s File (for groups and prospection)
VIP €5, €15, €25
The media we use
Print
Advertising
Sodexo/Endered
Flair
Bongo, Vivabox, Wonderbox, Giftfor2, Hema…
Newspapers (Vlan, Passe-Partout, Zone 03…)
Direct Mail
Database Chi-Chi’s
Atos
Folder
Back of tickets
The media we use
Web
Website
Newsletter
Groupon style (Gossip, Groupolitan, Shedeals...)
E/C Atos , Monavantage
Adwords
The media we use
TV Rtbf Ring
Tv
Radio Vivacité NRJ Local
radios
Cinéma UGC
The media we use
Loyalty Database
collection
Freedelity
Digital signage Indoor
screens
New media we’ll use
Outdoor Bus,
tram, train
Train,
metro & bus stations
Mobile website for smartphones
New media we’ll use
Voicemail marketing
POS Illuminated
posters
Global Calendar Dec VALUES
Jan
Feb
Mar
Apr
Global warming - together it's warmer
May
Jun
Jul
My family is extraordinary
TACTICAL
Aug
Sep
Connecting friends
Oct
Nov
Dec
My family is extraordinary
Everyday low entry price points
Father s day St Valentine
Women's day
Important dates New year
Summer holidays
Worke rs day
Easter Pan Americ a day
21 july
Back to school
Old people
Exam students
Kids day
Xmas
Halloween
5 de Mayo
New Year
Mothe rs day Day of the familie s
LUNCH AFTERNOON DINNER
Fresh, variety, quick, cheap Tea time treat
Tea time treat
Performing the best quality & service > focus on service and friendliness
Spring innovation
Summer innovation
Fall innovation
Menu changes Menu card V2.0
ďƒ For each date, a special menu or concept will be launched.
Services calendar Dec
Jan
Feb
Mar
Apr
Take away
May
Jun
Jul
Aug
Sep
Oct
Nov
Take away + Delivery
Groups
Groups
Catering
Catering
Tea-time
Catering Tea-time
Franchise
Tea-Time Franchise
What must stay on the table through the place mate: I.
An offer for take-away
II.
Our different group formulas
Optional : I.
Info about our high standing catering service
II.
The map of Benelux showing our franchise locations and the place we
would like to implement a resto (Gent, Mons, Brugge, Ostende, Holland, France, Germany‌)
Dec