American Junkie marketing plan is to build and sustain a hospitality brand that will succeed for the next 20 years. We will offer an appealing and one of a kind dining experience combining traditional American dishes with a unique flare. Exceptional service including, food knowledge, specialty beverages and prominent events will both excite and entice guests to become loyal consumers to the American junkie brand. The ability to make and deliver a successful, exclusive, and compelling brand promise is the ultimate goal for American Junkie. Our brand will tell consumers why they should choose to dine in our restaurants or attend our venue and what to expect when they get there. Our well defined brand promise will help align and integrate every guest touch point to create an overall memorable experience. In essence, everything they see, hear, smell and taste, as well as how they feel each time they step foot in the door will combine to create an attractive atmosphere that will leave costumers wanting more. Operate with Chicago’s restaurant media and magazine corporations to help leverage American Junkie positioning in the eyes of the public. These companies are also great for nationwide exposure. - Metro Mix: Push for our brand on the “Hot Right Now” list of Chicago restaurants. Appear on “Metro Mix Top Picks”. Capability to submit events American Junkie is hosting. - Chicago Magazine: Obtain a spot in more than one category in the “Best of Dining” Column online. Grow into the latest restaurant on their “Radar” list and “The Hot List”. Land a restaurant review inside the magazine. - Chicagoeater.com: Become a contender for a spot in “Essential Chicago Restaurants”. - Thrillist.com: Identify American Junkie under Thrillist’s Chicago link as “Best of”, “Where to Eat” and “Where to Drink”. - Get our first review spot on seriouseats.com. 1
- Acquire a review on 312dinningdiva.com. - Continue working with Dining Out Chicago. Working and promoting through these companies will also aid American Junkie with its plans to launch… Social Events Music Events Happy Hour Employee and corporation discounts Lunch catering opportunities Utilize their social media outlets’ as well as their services with articles, coverage and spreads to assist American Junkie in a new and upcoming way. Create and host social events - Capability to advertise American Junkie as a place to meet for online dating users directly on the website and phone applications’. (Match.com, Chemistry.com, Stir.com, okcupid.com, eHarmony.com, etc.) - Offer a consistent day of each month where locals can come and find people with similar interests. Ex. - First Tuesday of the month – Meet and greet for local singles. - Second Tuesday of the month – Young professionals’ night. - Third Tuesday of the month – Chicago Sports clubs. - Fourth Tuesday of the month – Hosted eHarmony speed date night. Launch holiday events - Use social media, in-house, flyer and online marketing - Brainstorm creative and attractive event names for Hallmark holidays and traditional holidays. - Ex. Halloween event - “American Nightmare” - Ex. Promotion - Hosted by Smirnoff Vodka®
Introduce additional musical performances to diversify our crowd. - Seek out and schedule a phenomenal “house band” for a specific day of the week, every week. This ensures the costumer consistency in music every week. - Continue working with current booking agent and seek out others. - Interest in Rock, Blues, Jazz, and Acoustic sets. 2
- Reach ages 21 – 55. Maximize American Junkies happy hour costumers. - Reach woman and businesses. - Persuade costumers to try our assortment of specialty cocktails and our extraordinary American dishes offered on our bar menu for half off between the hours of 5pm to 7pm. - Opportunity to introduce our selection of craft beers. - Utilize social media and restaurant media and magazine companies to assist in promotion. Develop neighborhood incentives for employees of larger corporations’. - Percentage discounts for employees of the River North area - NBC, Tribune Tower, NCC, etc.
Bait and switch local businesses for American Junkie to cater lunch. - Use our graphic designer to design and print door hanger flags and mailers with catering menu and a first-time discount to businesses and corporations. - Offer a “locked in” percentage discount if buyers switches to us within a specific time span. - Dinning out magazine obtains 30,000+ email accounts to business in surrounding area for American Junkie to use.
Rebuild the bottle service menu - Create an approachable menu where it will value to the guest. - Offer a Sunday – Thursday special price, where it will not hurt profit margins. Develop a hospitality program for our employees to transcend exceptional customer service. - This will support and build positive reviews on restaurant review websites. - Create a table side “Comment Card” for costumers. Allows us to gauge if service is exceptional and will let American Junkie hear costumer input first hand. - Asking for an e-mail address on the comment card leads to an opportunity to collect e-mails from interested customers which will allow us to send out newsletters/events/specials/birthday party discounts, etc.
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Maximize ROI on developing a rewards program. - Consider Belly Card© - Develop our own through our POS Set up promotion team in upscale sporting events. - Golf tournaments - Boat sailing events or competitions - Horse Race competitions Utilize CTA digital displays: Offers American Junkie the opportunity to appeal to huge commuter audiences with creative that can be changed or updated throughout the day as well as full motion video. - Impressive way to show menu items and prove American Junkie is extremely food focused - Opportunity to promote local and national acts for American Junkies live venue. - Complete control over each ad being displayed at any given time. - 7 second intervals and will make 1.1 million impressions. - Commuter spends an average of 22 minutes in front of screen. - See CTA PDF for other advertising options.niko89 Gather all creative-thinking staff members of American Junkie to brainstorm ideas to market outrageously in the Chicago land area and other opening locations
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