UNIVERSITY OF MIAMI • STC 434 ADVERTISING CAMPAIGNS • FALL 2016
BOBBY’S BURGER PALACE
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In the kitchen, the poblano pepper is a chef’s favorite. It has a bold, unmistakable flavor, and there’s a million ways to use it. That’s a lot like us. When somebody sees our work, they’ll know where it came from. But we don’t want anybody to think we’re one-trick ponies. We might be young and inexperienced, yet that’s what gives us the courage to be bold, to stand out. To seek cutting-edge ideas and be motivated to execute them. Expertise is a matter of relativity. Drive moves us forward and creativity is our guide. We seek to say what hasn’t been said and do what no one dares to do, leveraging our versatility to make it work. We’re the new kids on the block, here to bring something different, and we have the balls to spice it up. Peppers have a way of lingering on the palette long after they’ve been eaten. Our work lingers in the mind.
EMBRACE THE HEAT.
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INDEX 4
RESEARCH
9 Executive Summary 10 Situational Analysis 14 Primary Research 24 Target Market Profile 26 SWOT Analysis 29 Insights 30 Objectives
CREATIVE
34 Big Idea 36 Rebranding 42 Print Executions 50 Social Media and Promotions
MEDIA
68 Media Strategy 70 Media Budget 72 Reach and Frequency Projections 73 Concept and Copy Testing 74 Campaign Evaluation 76 References 77 Appendix 78 Credits
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RESEARCH 6
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EXECUTIVE SUMMARY Situation
Everyone is looking to awaken their taste buds and have a novelty experience when they dine. No one wants to have “conveyor belt” food or dining hall-quality meals, replicated over and over without any effort or character. When a burger tastes the same as every other restaurant’s, your diners won’t come back. So why not have a better one…from an Iron Chef? When Bobby Flay is behind a meal, he gives diners something more. His adventures become recipes, and his recipes become favorites. He will prepare a meal as unique as your taste, all you have to do is enjoy.
Problem
Having low brand recognition and lack of association with Bobby Flay, the restaurant is not positioned at the forefront of burger brands in consumers’ minds. Many of those who do know about the restaurant are still not aware of its association with Iron Chef Bobby Flay, while others are completely unaware of the brand at all, due to its out-of-sight mall locations and lack of previous marketing and advertising efforts.
Goal
Engage our target market with a restaurant that offers a unique, quality menu made from one of America’s favorite chefs. It’s Flay for All!
Solution
Bobby Flay is more than an Iron Chef- he’s an icon. He has built an empire with his friendly, yet competitive demeanor, putting his own personal twist on American food classics and building restaurant chains that scatter the U.S. coastline. You’ll know when Bobby's the one doing the cooking, because it's more than just food, it’s Flay. After talking to different customers, we discovered that the experience of dining is what keeps them coming back. They want to feel as if Flay himself is behind the grill. With the introduction of this rebranding, the idea of experiencing exceptional burger dining, once far-fetched because of its cost and lack of accessibility elsewhere, is now a possibility.
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SITUATION ANALYSIS INDUSTRY The fast-casual industry is composed of restaurants that are the middle ground between fast food and casual, sit-down cuisine. Though most of these restaurants provide quick, counter service, some offer table service and all food is made-to-order. Most of the restaurants in this industry tend to be
90 s
located in more metropolitan areas, especially on the coastlines of the U.S. The menu items range from $8-15 for a single meal, and the dining experience is usually more modern and upscale than traditional fast food locations. Companies in the fast-casual industry include Panera Bread, Five Guys,
Got mainstreamed
Chipotle Mexican Grill, and Shake Shack.
Industry first became popular
20 00s
This industry first became popular in the '90s and was mainstreamed in the late 2000s. When the economic recession hit in 2007, fast-casual options became very popular among millennials - an age group with limited disposable income that wanted a healthier alternative to traditional fast food.
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20 07
Fast-casual options became very popular among millennials when the economic recession hit
COMPANY The restaurant first entered the fast-casual industry in July 2008 when Bobby Flay opened its doors in Lake Grove, New York. There are now 19 restaurants, with locations along the east coast of the U.S., as well as one in Las Vegas.
When Bobby Flay started the restaurant, he began it with his partner Laurence Kretchmer, a restaurant and real estate manager. Both partners put down their personal money with no help from outside investors. All restaurants continue under this company ownership, and there are no current franchisees. However, in an August 2014 interview with CNBC, Flay says he is open to future franchise
Bobby Flay and Laurence Kretchmer
possibilities, but keeping control of the brand is most important to him.
Flay himself has a reputable chef’s background, having attended the French Culinary Institute where he received the Outstanding Graduate Award. Since, he has opened other fine dining restaurants including Mesa Grill, Bar American and Bobby Flay Steak- which have won him critical acclaim, including the James Beard Foundation “Rising Star Chef Award”. Flay is also a cookbook author and Food Network star. He once said, “Food is the core of everything that I do, and
I want to share that passion with anyone who cares to partake.” This shared passion is reflected through his most casual, affordable restaurant yet: Bobby's Burger Palace.
Bobby Burger Palace, Lake Grove, NY
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PRODUCTS & SERVICES world’s best milkshake
fresh, never frozen
80% lean, 20% fat
The restaurant’s menu is comprised of burgers, fries,
this price point where every fry starts in the back
recipes, with a story behind each regionally-inspired
salads, milkshakes and drinks (including wine and
of this kitchen as a potato.”
burger. Bobby Flay says,
beer). The store design is casual and informal with
All burgers are 80/20 Certified Angus Beef (80% lean,
open seating. Unlike many other counter-service fast
20% fat) and 3 of the 5 sauces are made in-house.
food locations, it serves customers at their tables.
Certified Angus Beef (CAB) provides all of the beef
“The way we treat a burger is different from
There’s consistency amongst all locations with a similar
for the restaurant. However, since its product can be
everybody else. We’re not trying to be the
color scheme, decor, layout and menu. The food is
found at the majority of beef outlets, the restaurant
best fast-food burger. We’re trying to be the
high quality, never frozen and made-to-order.
has no exclusivity, nor competitive advantage over its
best burger you can buy, period, at any cost.”
“We do not have frozen fries in this restaurant,”
competition in this product.
Flay says. “We’re probably the only restaurant in
All menu items are created from original Bobby Flay
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COMPETITION The primary competitors are Shake Shack, Five Guys and BurgerFi. The secondary competitors are Chipotle, Panera, Au Bon Pain and Pincho Factory.
The primary competitors have similar menus of burgers, fries and shakes. Overall, the secondary competitors' menu have more variety and freedom to customize,
• Opened 100 new locations with $100 million in sales since May 2016 • Capitalizes on their hormone-free beef and large menu that is allnatural
and include vegetarian and vegan options, which are becoming more common and desired in most markets. The competitors employ reward programs for frequent customers, a popular selling point at Panera Bread. Online ordering is available for most, and BurgerFi is the only competitor that delivers. Pincho Factory and Chipotle also offer catering.
• Founded in 1986 with sales of approximately $200 million
In terms of positioning in the fast-casual industry, other competitors are
• Capitalizes on their simple, customizable burgers and environment that is nostalgic and consistent
dominating the market because of Flay's restaurant’s lack of brand recognition and similar product offerings. There are key improvements planned to stand out against the competition, such as the addition of a veggie burger and a smartphone application. The restaurant’s innovative, Iron Chef-quality food products can make the restaurant a strong competitor in the fast-casual burger industry, but only after consumers tie the restaurant to Flay himself.
• Founded in 2004, with more than 100 international locations • Capitalizes on customized, quality and natural food, milkshake options, and NYC diner ambiance 13
PRIMARY RESEARCH A. FOCUS GROUP Participants were recruited from the University of Miami via friends and acquaintances. The focus group was conducted at the restaurant in Dadeland Mall on September 17th, 2016 from 12-1pm. It was comprised of 12 people, a moderator, and 3 recorders. Furthermore, to gain perspective on our secondary target, 3 separate one-on-one interviews were conducted to help support our research.
Through the focus group and interviews we aimed to answer the following:
-What are the influences of a purchase at the restaurant? -How do people perceive Bobby Flay and the better burger industry? -What does our target look for when they decide to follow a brand on social media? -How was their experience at the restaurant and what would they change? -What are factors driving the target’s dining decisions?
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FOCUS GROUP PROFILE
Darrell, 19
Economics Major From: CT
Ben, 20
Undecided From: NC
50% Male
50% Female
Ashley, 20
Marketing Major From: IL
Mackenzie, 21 Finance Major From: NY
AGES: 20-23
Evan, 20
Science Major From: ME
Ben, 21
Marine Science Major From: NJ
Matt, 20
Marine Science Major From: NJ
Joseph, 20 Film Major From: NC
Weekend Activities : Beach, shop,concerts, bars, outdoor activities School Clubs: student government, greek life, club sports enjoy cooking
Stas, 21
Management Major From: FL
Meredith, 21
Engineering Major From: LA
Keira, 21
Music Major From: VA
Renee, 23
Marketing Coordinator From: Philippines
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FOCUS GROUP FINDINGS 2. Menu Concern of Uniqueness & Quality. 1. Our target market follows brands on social
Our target market will make a trip to dine out if
media based on their “feel-at-home” atmosphere
they are craving a particular cuisine or meal, with
and enticing promotions.
a decision largely based on the menu options
A “feel-at-home” restaurant or joint was described
themselves, versus price or location.
by our focus group as one where “the servers are actually friendly, they talk and smile to you”. Outstanding service makes a long-term impression on this group. The entire group largely agreed that Facebook and Instagram most used to communicate and build these relationships. Twitter is largely used for news and promotions from
“I think ingredients were diverse at BBP, not usually what you would think about putting on a burger. It has a lot of options.”
brands.
“I am going to do it only if it’s a mom and pop that needs a lot of support, or I feel a connection with a place”
“A friendly service makes me feel at home regardless of the food”
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3. Participants are “social eaters”. Many participants agreed that their food purchases were either “to-go” for a quick-needed meal, or a dining out “date” with friends for fun.
4. Our target market buys in on experience and
5. Bobby Flay is the Food.
ambiance. A restaurant is not only its menu.
Our target market knows Bobby Flay as a highly-
The focus group participants highlighted that they
acclaimed American chef on the Food Network.
decision for eating out goes hand in hand with time
They referred to him as a great chef and inspiration
they have to socialize. “It was less stressful to go to
of the people on the Food Network. Many had
the same place and know what I wanted to order.
watched his Food Network shows, and also
We try new places, but only when we have time,”
credited him as one of the best of the network’s
said one participant.
chefs.
The ambiance of a location also was a factor in
However, many felt that the name of the restaurant
their spending habits. Many agreed that the dining
was not representative of the higher-quality food
experience is what draws them to return or find
that was served, or the chef figure that owns it.
a “connection” with a location. Friendly, good
Negative connotations relating the name to adult
service, relaxing decor, and simply having a dine-
cartoon series “Bob’s Burgers” were noted by
in option all made the group feel more at-home
several participants.
during a visit. This is a major factor in creating repeat business, and building the long-term relationships for creating brand ambassadors.
“It was less stressful to go to the same place and know what I wanted to order. We try new places, but only when we have time.”
“He’s like the dad figure of Food Network. He’s a Food Network original so I think others look up to him.”
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B. SURVEY A survey of 219 responses from the target consumer was conducted. 41 questions were included. The aim was to gain insights into the target’s dining habits, social media usage, and opinions of Bobby Flay and his restaurant. Methodology: The original survey was distributed to 10 students, all who fell under the primary target market, millennials. The pretest had two main focuses, the first being discovering the familiarity of Bobby Flay and the brand as a restaurant, and the second, the social media presence in the fast-casual industry.
After updating the survey items, adding a focus on the Likert scale, it was distributed through Qualtrics. All distribution was digital via a survey link posted on social media and sent via email.
For the primary market, the survey was distributed amongst fraternity & sorority groups, school clubs, students in advertising classes, and friends both in the immediate area and locations across the U.S. For the secondary market, the link was distributed to family members, family members’ co-workers and posted on social media pages, primarily Facebook- the most widely used social media for this age group. Data: Survey data was imported from Qualtrics to SPSS. SPSS was used to conduct an analysis of frequencies and descriptive statistics using age as a factor. Frequency tables gave a better understanding of the 219 respondents and their demographic factors.
Cross-tabulation reports comparing male and female responses found that a male-dominated fanship of Bobby Flay leads women 81.9% to 77.2%. Females were found to have more social media involvement, especially when posting photos. Based on our statistical analysis overall, we recommend that males and females be targeted slightly differently in the upcoming campaign proposal, potentially using different channels.
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219 Survey Respondents 66.2% white 4.6%
32.2% male
7.4% ages 24-35
35 and up
88%
19.4% black
ages 18-24
66.8% female
6.5% asian
7.9% other 91.2% single and never married
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SURVEY FINDINGS
ages 18-24
Part I: Bobby Flay and BBP 35% of the target market related Bobby Flay directly to his food. Based on the table above, we see that over 80% see him as passionate and creative, and that he has culinary expertise. The chart below denotes consumers’ feelings of his food product, and the restaurant itself. Burgers are an American staple,and 80% of the target market agreed that they can be gourmet. With Bobby Flay’s culinary expertise and creativity, he creates gourmet burgers with a fun experience. The Crunch Burger and different varieties of unique milkshakes are examples of this.
Other Other 3% 3%
Fun 14%
Fun 14%
NotNotsure been sure never never been 21% 21%
FamilyFamily-Friendly friendly 12% 12%
Unique 11%
Unique 11%
Delicious Delicious 17% 17%
Good quality food Good quality food 22% 22%
Attributes associated with Bobby Flay's food ages 24-35
ages 35+
Other 4%
Not sure Not sure nevernever been 11%11% been
Other 4%
Fun Fun 15% 15%
Family-friendly Family-Friendly 24% 24%
Good quality food Good quality food 26% 26%
Familyfriendly 10% Family-Friendly 10%
NotNotsure been surenever never been 30% 30%
Delicious Delicious 20% 20%
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Other Other 5% 5%
Unique Unique 10% 10%
Good food Good quality quality food 25% 25%
Delicious Delicious 20% 20%
Attributes associated with Bobby Flay
85 said creative 93 said passionate 77 said commited to quality 25 said team- oriented chef 28 said costumerfocused chef 103 said culinary expertise 60 said attention to detail 67 said sense of humor 7 said rude 29 said arrogant 7 said cheater 68 said I don't know him 8 said other
18-24 yrs
10 said creative 11 said passionate 10 said commited to quality 9 said team- oriented chef 8 said costumerfocused chef 15 said culinary expertise 10 said attention to detail 12 said sense of humor 1 said rude 10 said arrogant 1 said cheater 3 said I don't know him 1 said other
24-35 yrs
14 said creative 7 said passionate 13 said commited to quality 3 said team- oriented chef 2 said costumerfocused chef 13 said culinary expertise 11 said attention to detail 12 said sense of humor 2 said rude 2 said arrogant 1 said cheater 2 said I don't know him 1 said other
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Part II Iron Chef
Part III: Social Media
Although Flay is known as an Iron Chef, and his food meets the expectation of “Iron Chef quality” set by the target (see chart below), an Iron Chef is an unknown character. Many do not know how they would interact with an Iron Chef. About 70% could not specify “yes” or “no” in defining an Iron Chef as a “family person” or not.
A majority of respondents notice fast food restaurants on Facebook, Instagram and outside on the road. When following a fast food restaurant account or page, the posts that draw attention are pictures, promotions and videos. When posting pictures, the majority of respondents use Snapchat, Instagram and Facebook. A majority of respondents answered “yes” to using restaurant promotions that they found on social media.
Which of the following contribute to an “Iron Chef experience? 18-24
24-35
35+
Food
86%
86%
86%
Decor
86%
86%
86%
Service
86%
86%
86%
Chef Reputation
86%
86%
86%
Price
86%
86%
86%
Filming
86%
86%
86%
Other
86%
86%
86%
Where do you usually notice fast food restaurant?
facebook twitter other 10
20
30
40
50
60
70
80
90
100
When following a food or restaurant account/page what type of post draws your attention the most?
facebook twitter
In contrast, about 70% say they trust Bobby Flay in their home with their familyand he is an Iron Chef. The objective is not to define him as an Iron Chef, but as a family man. Iron Chef will be an adjective used to describe the quality of the food, rather than the only definition of both the restaurant and the chef.
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other 10
20
30
40
50
60
70
80
90
100
COMPARING QUALITATIVE AND QUANTITATIVE DATA After comparing results from the focus group and the survey, we saw that data was generally consistent.
More males than females were familiar with Bobby Flay and Bobby's Burger Palace
Snapchat is the most popular for sharing photos of food
The majority of respondents who knew Bobby Flay, trust him as an Iron Chef Most social media/food partnerships are quick
People don’t look at food online for long unless there is a promo or photo that they can pass
Most females were more inclined to post on social media (specifically pictures of their food)
Across the board, they dine out for food, friends and fun
Even though Tasty videos were constantly brought up in the focus groups, about 100 respondents said that photos were attention-getting online
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TARGET MARKET PROFILE PRIMARY TARGET Eating Habits: About Me:
· Social eater largely
JACOB, 18-30
· Mass affluent/upper
due to the extension of social media sharing and networking opportunities
middle class
· Attends University of
· If I eat alone, it is typically in the interest of
Miami
· Environmentally & health-conscious
· Foodie with friends
Spending Habits:
· Based off of wanting to have the same clothes, cars and technological gadgets as friends
· Use of a credit card to pay for basic daily needs such as food and utilities is frequent, because I 24
rarely have spare change
convenience Hobbies:
· Outdoor activities · Club sports · Music · Computer games · Spending time with family & friends
· Not afraid to have late night snack or eat a fourth meal, because long study nights or weekend nights out keep me up late. · Try new foods or go gourmet when given the opportunity
Eating Habits:
· Mostly seen dining with
SECONDARY TARGET
their young children at sit-down locations
· Fast food purchases tend to be simply a About Us:
· 35-50 yr old · 9-5 employee, 24/7 parent
· Enjoy brand stories/ brands with integrity
convenient means to feed the family
· Love to try new recipes and foreign cuisine
· Enjoy places with ambiance such as
Starbucks, a popular place for this target
Spending Habits:
· Willing to spend more
THE MILLERS
for quality because value drives decisions, not Enjoy:
price, meaning they seek
· Fun with the family · Browsing the web · Watching TV · Outdoor leisure
promotional deals and
activities
will research a purchase before making one
· Highly likely to use coupons/shop during specials and sales
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SWOT ANA LYSIS WEAKNESSES
STRENGTHS •
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“Bobby Flay” branding places the chain
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Low recognition of chain itself
above competitors
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Name itself does not allude to Bobby Flay, and
Las Vegas location receives extensive
directs customer’s thoughts to cartoon series
media attention
“Bob’s Burgers”
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“Burger of the Month” feature
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Newly added salads and an emerging veggie burger option
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Long wait times eliminate customers looking for an “on-the-go” meal
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Mall locations provide limited access and visibility,
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Hand-cut fries and cooked-to-order meals
are surrounded with various competitors, and malls
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Positive online reviews by customers
are deemed as “exhausting”
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Table service in store
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Low personalization with orders
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No children’s menu
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Social media upkeep is inconsistent
OPPORTUNITIES
THREATS
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Increased health consciousness nationwide
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Increased interest in organic and natural foods,
consumption of meats, fried items and foods high
especially for women
in saturated fats
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Increased health consciousness means lower
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Growing vegetarian and vegan population
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Expanding the existing loyalty program to build
of future changes to economic policy affecting
long-term relationships with consumers
consumer’s willingness to spend
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Food Network is attracting younger viewers
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2016 election results and resulting uncertainty
Trend of “eating local” to boost local business, and consumers enjoy the friendly, at-home atmosphere
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Grocery stores’ decreasing food costs encourage consumers to dine at home
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Delivery apps and food to-go are becoming increasingly popular
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Traditional media is less effective than before, meaning new channels must be utilized to reach consumers
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INSIGHTS 1. A restaurant is not just a menu: The ambiance and experience of dining out has become more important than the food itself. The decision to eat out goes hand in hand with socialization, and a restaurant needs an intangible additional experience to gain repeat business. For example, many recommended TVs in-store to turn the locations into a sports bar feel, and make it more social. 2. We go out to feel at home: Many see dining out as an escape from stressful work or school, and are not looking for an exclusive formal experience. Friendly, good service, relaxing decor, and simply having a dine-in option instead of only to-go all made the group feel more at-home during a visit. 3. We are targeting social eaters: Most agreed that they will not dine out unless for an occasion or trip with friends or family. Even alone, interactions with staff members were also seen to have an effect on overall experience. Some respondents’ negative or positive opinion of Flay also came to affect their opinions of his food-without tasting it!
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OBJECTIVES Our overall objective is to connect the
Bobby Flay “Iron Chef”persona with the restaurant brand.
The target’s need of a relaxing, social dining experience must be tied to the high-quality Flay menu served.
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Sales Objectives
Social Media and Promotions Objectives
Through billboards, kiosks, newspapers and social media, the Poblano
• Garner 36,751 impressions from a month-long social media campaign using
Agency aims to see an increase in sales by 15% within the first six months
Facebook, Twitter, and Instagram, and 441,012 impressions from a year-long
of the campaign.
campaign. This aim can be doubled using the social media strategy provided and its full range of individual media channels.
Media Objectives Through use of billboards, increase diners near board locations by 10%
•To have Bobby Flay Burger’s Facebook and Instagram total followers parallel
within the first 6 months of the campaign.
that of Bobby Flay’s personal social media accounts, getting 400,000 followers
Increase regional brand awareness through use of traditional newspaper
on the BFB Facebook page and approximately 350,000 on Instagram within a
print media, and gain an additional 10% of store visitors.
year of the start of the campaign.
•Double engagement on Bobby’s Snapchat and the amount of users who use the BFB branded filters, leading to increased brand awareness amongst the target market.
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CREATIVE 32
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BIG IDEA IT’S MORE THAN JUST FOOD, IT’S FLAY
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Our creative strategy is centered around one idea: It’s more than just food, it’s Flay. Simply having Bobby Flay tied to our concept elevates it to a level above anybody else in our segment. Flay is a world renowned, successful Iron Chef, and one of the faces of the Food Network. He understands food in a way that nobody else does. It’s not his access to great ingredients or top-notch cooking tools that make him so great, but rather his unique outlook. Bobby Flay can do both. He understands the basic tenets of what makes a perfect burger, but he brings a gourmet spin to it. He does this all without ever being pretentious. His burgers are simple but have depth. They’re easy to comprehend, yet meticulously crafted. They make so much sense in practice, even if most people would never think to pick up Bobby’s ingredients alongside their beefs, buns, and cheese. By highlighting the ingredients of Bobby Flay’s burgers alongside the process of building them, we are able to effectively communicate all of the above to our target. At the end of the day, we make no bones about the fact that we’re selling hamburgers. Take a closer look though, and it becomes clear that these aren’t the hamburgers you see on a grill in your neighbor’s backyard. These are Bobby Flay Burgers, and you can only get them at one spot.
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NAME AND LOGO CHANGE Let's be honest. Bobby's Burger Palace wasn't doing us any favors. Too many people don't know who Bobby is and the stores aren't palatial. We needed a name change. What we came up with is simple, obvious even. And yet, it's dramatically more honest and does a better job communicating the best thing about the place. Say hello to Bobby Flay Burger.
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BRAND GUIDELINE
SUGGESTED USAGE
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SUGGESTED USAGE
For in-store use only.
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IMPROPER USAGE
Do not distort. The logo should not be compressed or expanded in any way.
Do not change colors. The color order of the logo should not be rearranged.
Do not substitute fonts. Fonts in the logo should not be changed.
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BRANDING COLORS Green C: 60.91 M: 0 Y: 96.62 K: 0
Orange C: .12 M: 60 Y: 100 K: 0
Red C: 15 M: 100 Y: 100 K: 0
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IMPROPER USAGE
Do not distort. The logo should not be compressed or expanded in any way.
Do not change colors. The color order of the logo should not be rearranged.
Do not substitute fonts. Fonts in the logo should not be changed.
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PRINT EXECUTIONS
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CHEF-INSPIRED? TRY CHEF-CREATED. Some celebrity chefs lend their name to a restaurant. Bobby Flay made his own from scratch. Like everything else in the place.
#FLAYFORALL
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DON’T TRY THIS AT HOME. Let Bobby Flay do the cooking. After all, isn’t that what he’s known for?
#FLAYFORALL
WHEN YOU WANT THE BEST ICE CREAM FOR YOUR SHAKES, YOU GOTTA MAKE IT YOURSELF.
OUR SECRET INGREDIENT? BOBBY FLAY.
That’s how Bobby Flay does it, at least.
Anyone can make a good burger, but no one else can craft a Bobby Flay Burger.
#FLAYFORALL
#FLAYFORALL
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MALL KIOSKS
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BILLBOARDS
Cincinnati. This billboard plays on the fact that this particular location is located inside the Jack Casino.
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New Jersey. This billboard is located at a highway toll plaza and encourages drivers to keep going until the nearest Bobby Flay Burger.
Maryland. This billboard is located near the University of Maryland and assures college student that, yes, world renowned Chef Bobby Flay is available to them too.
Las Vegas. There's age old notion that nobody really wins in Vegas. That's not true at Bobby Flay Burger.
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SOCIAL MEDIA AND PROMOTIONS Building brand awareness by bringing Bobby Flay’s name to the forefront of the brand was the unifying idea behind our strategies. Given that our two targets were social media savvy millennials and existing Bobby Flay fans, we decided that a combination of traditional and digital advertising vehicles would best compliment our goals and ensure maximum reach among our targets. In the preliminary stages of this campaign, our team conducted thorough primary and secondary research to understand the strengths and challenges of Bobby Flay Burger (BFB), from both a branding and marketing standpoint. We also worked to analyze how effectively the brand delivered on its customer experience. In reflecting on our findings, our team identified two key issues we felt were most critical to our client’s shortcomings: 1) Inconvenience around the restaurant’s locations, and 2) lack of awareness around Bobby Flay’s affiliation with the restaurant. We unanimously concluded that BFB offers a diversely curated menu of hamburgers and milkshakes champion to competitors in the industry. We need to find a way to bring the menu to hamburger-lovers and Bobby Flay fans near BFB locations. We also agreed that the company’s famous founder was absent in the restaurant’s branding. Given that Bobby Flay is arguably one the most recognizable chefs in the country, we felt it was essential that he is at the forefront of consumer’s minds when they think of BFB, and likewise that BFB was synonymous with Bobby Flay. For this reason, one of our goals is to introduce our target market to the brand and drive them into the physical locations. Our second goal is to merge Bobby Flay Burger and Bobby Flay by making him the poster child for the restaurant. To achieve the second goal, we aimed to create strategies that establish a sense of familiarity, trust and respect for Bobby Flay Burger, because after all, Bobby Flay is the man behind the grill. Edgy and outspoken, Flay knows a thing about food. For that reason, the narrative behind the campaign is driven off the notion that It’s Not Just Food, It’s Flay. You come to BFB because you trust Bobby when it comes to food-specifically American burgers-and can rely on him to deliver a quality restaurant experience to match.
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FOOD TRUCK The food truck is an extension of the in-store BFB experience. By essentially putting the restaurant on wheels, this promotion will offer customers who may not have previously heard of BFB, with the opportunity to try the food. Since BFB also has a loyal fan base, the food truck will further elevate this bond.
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SCAVENGER HUNT The social media scavenger hunt is primarily intended to tease and compliment the Food Truck tour. It is also a promotion aimed at generating engagement growth and exposure across BFB’s social media platforms. The scavenger hunt will be entirely promoted on social media and will feature prizes and discounts that will further prompt participation.
SOCIAL MEDIA SCAVENGER HUNT A SEARCH FOR THE NEXT FOOD TRUCK
CHECKLIST
CHECK INTO OUR FOOD TRUCK’S CURRENT LOCATION USING #FLAYFORALL SHARE ON FACEBOOK A PICTURE OF YOU AT THE BFB FOOD TRUCK USING #FLAYFORALL WRITE THE ANSWER TO OUR FACEBOOK CLUE USING #FLAYFORALL
SHARE A PICTURE AT OUR FOOD TRUCK LOCATION OF THE BURGER OF THE MONTH USING #FLAYFORALL INSTAGRAM YOUR FAVORITE BURGER USING #FLAYFORALL REPOST OUR INSTAGRAM CLUE CAPTIONING THE ANSWER USING #FLAYFORALL
TWEET A PICTURE OF THE SHAKE OF THE MONTH AT OUR FOOD TRUCK LOCATION USING #FLAYFORALL TWEET A PICTURE OF YOU AT OUR FOOD TRUCK’S NEW DESIGN AND WHERE YOU FOUND IT USING #FLAYFORALL TWEET YOUR FAVORITE MILKSHAKE USING #FLAYFORALL SEND ALL POSTS WITH THE HASHTAG #FLAYFORALL
PRIZES COMPLETE ALL THREE ITEMS ON ONE OF OUR SOCIAL MEDIA CHECKLISTS DURING THE WEEK OUR FOOD TRUCK IS IN TOWN TO RECEIVE A BFB T-SHIRT OR HAT AND 10% OFF YOUR MEAL!
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INSTAGRAM Instagram is a terrific platform for sharing images. We will generate interaction through pictures we take on this platform, as well as the fact Instagram is wildly popular with the desired millennial age group.
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SNAPCHAT Snapchat is also very popular amongst the Millennial target. It will provide us with a unique way of interacting with BBP eaters in a manner different than other social media platforms are capable of.
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TWITTER Twitter is the most up-to-date social media platform. By actively engaging followers on twitter we will be able to get good feedback through polls and direct tweets.
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BURGER OF THE MONTH & SHAKE OF THE MONTH Every month one featured hamburger and milkshake will be promoted across BFB’s social media platforms. This concept is one that the restaurant currently offers, however the graphics shown in this book reflect the new branding and better suit the campaign.
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POP-UP SHOP Our Milkshake Pop-Up Shop will draw attention to the menu’s milkshakes and to the restaurant as a whole. The milkshake pop-ups are a cost effective way of replicating the BFB experience in a convenient and enticing manner. Further, these Pop-Ups offer a light, family-friendly experience that will drive successive BFB visits.
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PROMOTIONAL ITEMS
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MEALPAL Mealpal is an iOS mobile application that provides a lunch subscription service where users can frequent new restaurants within their geographic location. BFB’s presence on the app will serve to increase brand awareness and following amongst prospective customers.
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COLLEGE AMBASSADORS In addition to efforts geared toward families, BFB will also work to attract more millennials and Bobby Flay fans through its college ambassador program. These ambassadors will create buzz around the brand by setting up on-campus promotional events and stimulating new following on BFB’s social media accounts. In exchange, ambassadors could be offered a small salary, college credit or discounted prices at BFB.
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CHARITABLE PARTNERSHIPS
#FLAYFORALL
The Thoroughbred Retirement Foundation is an organization Bobby Flay is involved with and has supported. By partnering with the nonprofit, the brand will further strengthen its association with Bobby and will enhance relationships with customers through its commitment to social corporate responsibility.
CHARITY MENU Nov. 25 - Dec. 5
DO GO
OD
Proceeds go to the Thoroughbred Retirement Foundation Participating BFB Locations
D O O G EAT NOV
5-D
EC 2
5 ALL
FOR #FLAY
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MEDIA 66
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MEDIA STRATEGY MEDIA STRATEGY AND RATIONALE The media mix selected is intended to increase brand awareness amongst our
locations, the University of Pennsylvania and University of Maryland,
target markets using multiple channels covering all 19 restaurant locations.
along with other universities that have locations nearby (in DC, Florida,
Billboards, regional newspapers, university newspapers, mall kiosks and social
Massachusetts and New York). Lastly, kiosks will be placed in select malls
media platforms were chosen for this purpose with a total annual cost of
in New York, New Jersey, Florida and Massachusetts to attract customers
$338,510. The target audience includes 75.4 million people, U.S. adults ages
already shopping and turn them into diners.
18-34. The brand story will also be propelled through Facebook, Instagram, Billboards will be placed in Maryland and New Jersey, the two states with the
Twitter and Snapchat. By actively engaging followers on Twitter, the
highest concentration of restaurant locations. Las Vegas and Ohio placements
most up-to-date social media platform,good feedback through polls and
will target casino locations. The billboards will attract not only those who live in
direct tweets will be provided. Facebook will be effective for upcoming
and commute to these areas, but also tourists and passerby.
campaigns, connecting the most people globally. The restaurant itself already has a large existing following on this platform. Instagram is wildly
Two regional newspapers were also selected to cover larger target areas:
popular with the target millennial age group, generating image-based
The Washington Times (covering DC, Maryland and Virginia) and The Star
interactions. Snapchat is also very popular within the millennial target. It
Ledger(covering New Jersey). To attract the attention of millennials specifically,
will provide a unique way to interact with diners in a manner that other
and those on college campuses and their surrounding communities, university
social media platforms cannot.
newspapers were added into the plan.
These include the student newspapers of the restaurant’s two campus
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VEHICLE LIST
TARGET LOCATIONS
TRADITIONAL •
Newspapers
OUT OF HOME • • • •
Billboards Mall Kiosks Food Truck Mall Kiosks
Freestanding
Mall/Shopping
University
Casino
SOCIAL
Washington D.C. K Street
• • • •
Nevada Las Vegas Strip
New York Smithhaven Mall
New Jersey Monmouth Mall
Roosevelt Field Mall
Bergen Town Center
Potomac Mills
University of Maryland
Pennsylvania
Maryland Live! Casino
Facebook Instagram Snapchat Twitter
DIGITAL •
MealPal
Cherry Hill Mall Marketfair Mall Freehold Raceway Mall
Ohio Jack Cincinnati Casino
Virginia
University of Pennsylvania Connecticut Mohegan Sun Casino
Florida Dadeland Mall Massachussets Burlington Mall Maryland
Montgomery Mall Towson Town Center
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MEDIA CALENDAR AND BUDGET In total, the campaign will cost $338,510.00
Billboards
Jan
Feb
Mar
Apr
May
Vegas Airport ($48,000/yr for 6 months display time) University of Cincinnati-A ($36,000/yr for A,B,C; rotational) University of Cincinnati-B University of Cincinnati-C Maryland Toll Stop ($60,000/yr) Trenton, New Jersey ($38,400/yr)
Print The Harvard Crimson-Harvard (12x/yr, $2,004/yr) The Washington Times (12x/yr, $7,500/yr) The Daily Pennsylvanian-UPenn (12x/yr, $1,200/yr) The Diamondback-UMaryland (12x/yr, $1,080/yr) The Hoya-Georgetown (12xyr, $1,440) The Miami Hurricane-UMiami (12x/yr, $2,340/yr) The Star-Ledger (13wk cycles, 3/wk, $34,476/yr) The Statesman-Stony Brook U (48x/yr, $720/yr)
1 1 1 1 1 1
1 1 1 1 1 1
Monmouth County 4
4
OpenTable, Google AdWords, Hulu, Yelp, Foursquare
Social Media
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1 1 1 1 1 1
4
4
4
Minumum # 15 Secon
Kiosks: Rotates 2 weeks/month
Online (Recommendations)
1 1 1 1 1 1
Bergen County
# Screens Roosevelt Field Freehold Raceway Mall Smith Haven Mall Burlington Mall Dadeland Mall
1 1 1 1 1 1
8 10 4 8 6
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Annual cost: $182,400.00 1 1 1 1 1 1
y
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
Monmouth County 4
Minumum # 15 Second Spots/yr 36,960 46,200 18,480 36,960 27,720
4
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
4
4
Bergen County 4
4
4
Annual cost: $50,760.00
NET Price/week $750 $625 $625 $625 $625
Annual cost: $42,350.00
Annual cost: $63,000.00 TM ANNUAL TOTAL: $275,510.00 TM/SM ANNUAL TOTAL: $338,510.00
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REACH AND FREQUENCY PROJECTIONS The print placements include 198 ads for a total cost of $50,760 during a 1-year time period. Each vehicle holds one ad per month, with the exceptions of The Star-Ledger, holding 3 insertions per week, and The Statesman, holding 4 insertions per month. The papers reach college campuses and the local communities surrounding them, as well as larger regions of the Washington D.C. and Trenton, New Jersey areas.The reach 1+ of our message stands at 2.7% of our target, or 2,014,500 people.However, the lower percentage is due to geographical pinpointing of to the physical restaurant locations, rather than the entire U.S. audience. The reach 3+ is not far behind, with 1,794,100 people, indicating higher long-term brand awareness. The print insertions generate 130.7 GRPs from the 8 vehicles, with a low CPR of $0.03 per target member. The bulk of the cost is derived from the 2 regional vehicles, The Star-Ledger and The Washington Times, however, both cover large areas with members from both target audiences viewing the messages. The Star-Ledger also boasts the highest ratings and lowest CPM-MSG of any of the vehicles, meaning that its cost is the lowest per 1,000 messages, and the message is also reaching the most audience members.
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CONCEPT AND COPY TESTING Focus group participants were college students ages 18-23, from all different regions of the country. The first focus group had 10 participants and the second had 8, both with 1 moderator. When asked to compare 3 concepts, the participants were preferred Concept 3 followed by Concept 2. They did not like Concept 1. Participants enjoyed seeing specific ingredients in the second concept’s executions, and enjoyed the movement that depicted food preparation in the third concept. Also, having a mystery figure in Concept 3 was well-received, with one participant saying that “having a person in it
Concept 1: Social eating
helps, the chef is important”. Participants suggested that changing the scenery in which the chef was portrayed in the photos could make the ads more
•
welcoming.
•
INSIGHTS •
Uniqueness and thoughtful recipes stand out more than polished basic
• •
Words expressed about Conversation ad: “tasty”, “social” and “conversation” "Conversations" tagline was unique and urged them to socialize. Participants respond negatively to the picture Agreed they would not pay attention to the ad
food visuals. •
connection. •
Concept 2: Inspiration
An immediate association with Bobby Flay is preferred to an implied
An at-home physical environment with the addition of a person in the photos is seen as the most welcoming.
In addition to the concepts, three new restaurant name ideas were tested:
• • • •
“Bobby Flay Burger”, “Char by Bobby Flay”, and “Flay Burger”.
The most popular name was “Bobby Flay Burger”. A respondent said the art and design of the logo“reminded them of a burger.” Having the chef’s entire name made the connection extremely clear, and all agreed that the exclusion of the word “palace” helped bring a more gourmet sense to the brand, rather than a childish feel.
Participants felt connected to Concept 2 Agreed this ad would drive them to eat at BBP Participants largely enjoyed the chalkboard phrases Appeal of the food was noted several times
Concept 3: Chef Created • • • •
Most popular concept Caught their attention in print The use of a chef in Concept 3 was positively received Responded positively to the movement
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CAMPAIGN EVALUATION Evaluations are broken into four categories: billboards, newspapers, social media, and overall brand awareness. The main objectives are to increase brand awareness, recognition, and increase sales.
Billboards
Newspapers
Billboard effectiveness can be measured by the
Newspaper effectiveness can be measured by adding
amount of vehicular and pedestrian traffic that will
sub domains and spotlight ads. The sub domain tracks
pass by the clear vantage point of each billboard. On
the amount of people that visited the website. Spotlight
average, the agency expects a rage between 10,000
ads can be used to advertise “burger of the month”
to 20,000 impressions per location, per day.
or “shake of the month”. The traffic of customers responding to these ads is an effective way to measure ROI.
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Social Media
Overall Brand Awareness
BFB will also gain insight into the consumer reactions to
For college representatives, the food truck and kiosks,
newly implemented promotions such as the food truck,
effectiveness will be indicated directly through sales
or the milkshake pop-ups, through surveys that can be
or survey responses. Surveys will be conducted on
distributed on-site or via the internet. BFB will assess
Facebook and Twitter, with a discount incentive.
the brand’s social media presence by tracking metrics
Discounts for filling out a short survey can include 20%
such as likes, posts, followers and mentions across
off next order.
Facebook and Instagram. For Twitter, metrics to follow will include retweets, favorites, mentions and followers. For Snapchat, we will track the amount of views for the brand’s “my story”, and the use of our branded filters.
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REFERENCES "Bobby Flay." Bobby Flay. BobbyFlay.com, 2014.
Statistic." Statista. N.p., n.d. Web. 29 Nov. 2016.
N.p., 12 June 2012. Web. 29 Nov. 2016.
Web. 10 Sept. 2016.
@bobbysburgerpal. "Bobbysburgerpalace
Http://lasvegasweekly.com/staff/jim-begley/.
(bobbysburgerpal)." Pinterest. N.p., n.d. Web. 29
"Bobby's Burger Palace: A New Ruler of Our
Nov. 2016.
Vegas Burger Kingdom?" LasVegasWeekly.com.
"Bobby'sBurgerPalace." Blog post. Twitter. N.p., 2016. Web.
N.p., 19 Mar. 2014. Web. 29 Nov. 2016. @gsterling. "Nearly 80 Percent of Social Media
"Generation X: Favorite Leisure Activities U.S.
Time Now Spent on Mobile Devices." Marketing
Hutchinson, W. “Attracting Generation X.” Web.
2013" Statista. Web. 14 Sept. 2016.
Land. N.p., 04 Apr. 2016. Web. 29 Nov. 2016.
14 Sept. 2016.
"Home - Thoroughbred Retirement Foundation."
@OlsySpeak. "8 Types of Social Media and How
Richardson, Nora D. "Five Tips from Five Guys:
Thoroughbred Retirement Foundation. N.p., n.d.
Each Can Benefit Your Business." Hootsuite Social
Masters of Their Brand." SpotOn Branding. 18
Web. 29 Nov. 2016.
Media Management. N.p., 21 Sept. 2016. Web. 29
May 2010. Web. 14 Sept. 2016.
Nov. 2016. "How We Eat: Retail and Foodservice Opportunities
This Text Provides General Information. Statista
in When and Where America Eats." Packaged Facts
Battle, Marquaysa. "Katie Lee Says She Learns
Assumes No Liability for the Information given
(2012): 66-95. Print.
Something Every Time She Cooks with Bobby Flay:
Being Complete or Correct. Due to Varying
‘I Call Him Flavor Flay’." PEOPLE.com. N.p., 22
Update Cycles, Statistics Can Display More Up-
Aug. 2016. Web. 29 Nov. 2016.
to-date Data T. "Topic: U.S. Millennials: Media &
"Millennials and Social Media." American Press Institute. N.p., n.d. Web.
Marketing." Www.statista.com. N.p., n.d. Web. Bobby's Burger Palace." Bobby's Burger Palace.
"New Social Media Demographics." Sprout Social.
29 Nov. 2016.
Bobby's Burger Palace, 2016. Web. 10 Sept. 2016.
N.p., n.d. Web.
Wendy's (WEN)warned on Wednesday That the Duggan, Maeve, Amanda Lenhart, Cliff Lampe, and
Recent Alarming Slowdown in Restaurant Sales
"The Fastest-Growing All-Natural Burger Franchise
Nicole B. Ellison. "Parents and Social Media." Pew
Is Being Driven a Growing Gap between the
- Levatas." Levatas. 2015. Web. 14 Sept. 2016.
Research Center: Internet, Science & Tech. N.p., 16
Rising Cost of Eating out, and Falling Prices at
"These Trends Are Reshaping the Fast-Food
July 2015. Web. 29 Nov. 2016.
the Grocery Store. "Wendy's Warns: Americans
Industry." Fortune. N.p., 18 Aug. 2016. Web. 29
Eating out Less Due to Sticker Shock."
Nov. 2016.
Goerlick, Richard. "Bobby Flay Teaches How to Grill
CNNMoney. Cable News Network, n.d. Web. 29
"U.S. Millennial Social App Time Spent 2015 |
a Burger His Way." Tribunedigital-baltimoresun.
Nov. 2016.
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APPENDIX ADplus ME TM
RESULTS: LOCAL NEWSPAPERS Millennials 18-35 Population Base Source:
75,400,000 Poblano Agency Bobby's Burger Palace
Summary Schedule
Message
Reach 1+ (%) Reach 1+ (000)
2.7% 2,014.5
2.7% 2,014.5
Reach 3+ (%) Reach 3+ (000)
2.4% 1,794.1
2.4% 1,794.1
130.7 98,532.7 48.9
130.7 98,532.7 48.9
50,760 0.52 388 18,999 0.03
50,760 0.52 388 18,999 0.03
Gross rating points (GRPs) Gross impressions (000s) Average frequency (f) Total schedule cost Cost-per-thousand impressions (CPM) Cost-per-rating point (CPP) Cost-per-net reach point (CPRP) Cost-per-response (CPR)
Details Vehicle List (8) The Harvard Crimson The Diamondback The Miami Hurricane The Statesman Washington Times The Daily Pennsylvanian The Hoya The Star-Ledger (3 counties)
Rating
GRPs
Ad Cost
CPM-MSG
0.16 0.06 0.01 0.03 0.10 0.03 0.01 1.60
1.9 0.7 0.1 1.4 1.2 0.4 0.1 124.8
167 90 195 15 625 100 120 442
1.38 1.99 25.86 0.66 8.29 4.42 15.92 0.37
Totals:
130.7
0.52
Ads
Total Cost
Mix%
12 12 12 48 12 12 12 78
2,004 1,080 2,340 720 7,500 1,200 1,440 34,476
3.9 2.1 4.6 1.4 14.8 2.4 2.8 67.9
198
50,760
100.0
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CREDITS ADVISORS
CREATIVE
SOCIAL MEDIA & PROMOTIONS
o Juliana Fernandes
o Andrew Miller
o Nelly Sudri
o Sarai NuĂąez
o Nicole Spencer
o Nicholas Regueiro
o Jack Hasselmann
o Alexandra Betancourt
o Jessi DiPette
o Maria Hernandez
o Daniela Cuyun
o Anna Grace Reilly
o Michelle Mancebo
o Zachary Galst
o Andres Castillo
o Astrid Michelson
o Nathaniel Haas
o Carli Coats
o Lucia Perez Pla
o Rebecca Light
o Ashleigh Honig
o Gabriela Rodriguez
o Jake Pucillo
o Tiffany Kerr
o Jamie Shub
o David Ocampo
o Chiara Lazzereschi
o Emily Warren
o Andrea Tomas Albert
Assistant Professor
Advertising Lecturer, Creative Track
ACCOUNT PLANNING & RESEARCH
Account Director, Presenter Associate Account Director Research Analyst Research Analyst Research Analyst Research Analyst Research Analyst
o Matthias Speziani
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Research Analyst
Creative Director, Presenter Associate Creative Director, Graphic Designer Model, Graphic Designer Graphic Designer, Plans Book Co-Director Graphic Designer
Graphic Designer, Presenter Copywriter
Graphic Designer
Graphic Designer, Plans Book Co-Director Graphic Designer
Social Media Director, Presenter Associate Social Media Director Social Media Planner Social Media Planner Social Media Planner, Presenter Graphic Designer Graphic Designer Graphic Designer Social Media Planner Social Media Planner
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THANK YOU 80