Bluelemon Restaurants | Pure Clean Food With A Twist by Stardocs Media

VISION

BLUE LEMON

MARKETING PLAN | 2015 | STARDOCS MEDIA

BLUE LEMON MARKETING ANGLES

cuisine chic

comfort cuisine

food enlightened

cuisine elevated

zen dining

fall in love with food

food shui

seeing blue

bluelemon lifestyle

whatâ&#x20AC;&#x2122;s on your plate

food as art

eat responsibly

be a lemonhead blue is the new black not everyone can be bluelemon

fall in love with blue blue christmas are you blue cuisine couture

pure clean food with a twist.

COMFORT cuisine

FOOD as art

food

everyday BLUE

fall in love with

enlightened

blue

pure

turn your gray skies

blue

cure for the summer time

blues

blue is the new black

clea

MARKETING ASSESSMENT

[ conceptualization ] The Blue Lemon Concept. The Blue Lemon concept is just now hitting stride and gaining recognition as an upscale fast-casual restaurant. The last few years of growth are beginning to produce fruit. It’s a new innovation, and considering the rather dearth dining market in which it’s planted, the Blue Lemon is ripe to take root and begin producing much desired fruit. Just as the fast-casual dining experience is beginning to explode throughout the nation, the Blue Lemon emerges at an opportune time with its unique offerings. Pure clean food with a twist — a brilliant summation—The Blue Lemon arrives into a dining market wherein restaurants are shrinking, going greener, and popping up in unconventional places. Based on the belief that food is the foundation of health, the Blue Lemon presents an upscale family-friendly environment with a tantalizing menu. What can you expect from your Blue Lemon experience? Amazing food in an amazingly uplifting atmosphere where the food is never fried or microwaved, and absolutely never weighed down with anything artificial. You can expect maximum nutritional value. Maximum taste. You will leave energized, refreshed, and most importantly, satisfied. In essence, the Blue Lemon is the epitome of epicurean excellence.

“Blue Lemon is the epitome of epicurean excellence.” ~HEALTHY MAGAZINE © STARDOCS MEDIA

EPICUREAN EXCELLENCE. SPECIALTY GOURMET INSPIRED CLASSICS

t Blue Lemon we believe in creating a clean food eating experience beyond what you experience at other establishments. Blue Lemon is always family-friendly with plenty of options for vegetarians and those of us afflicted with health

issues. Our delectable menu features only foods that fuel the body in a healthy way without sacrificing taste. After all, what good is the healthiest food in the world if you canâ&#x20AC;&#x2122;t get it past your lips? Our clean food is all-natural, prepared in a manner designed to maintain and maximize nutrients. Never fried or microwaved, and absolutely never weighed down with anything artificial. We invite you to come and experience a whole new restaurant experience. This is not your typical place to grab something to eat, rather the ambience and atmosphere will leave you energized, refreshed, and most importantly, satisfied.

MARKETING ASSESSMENT

[ healthy trends ] Trends & Forecasts Considering the economic instability, it’s a unique time to evolve and accelerate a new dining experience. It’s a bold move, and there is certainly an appetite for the Blue Lemon philosophy. Across the nation, restaurant concepts and cuisines are both changing form, and consolidation is happening on several fronts of the restaurant industry. Marketing campaigns are moving online and bold new flavors and healthy dining twists are finding their way into all cuisine types. The Blue Lemon’s modified-casual dining ideology is poised for rapid growth over the next several years, offering the same service and amenities of a large casual dining chain or mega-independent casual operation, but in a smaller, classier footprint.

Happy Hour

mon-friday 3-6 pm Beer - $3.25 Lumberyard IPA Hefeweisen

Four Peaks

Peach Ale Kilt Lifter Pumpkin Porter

Oak Creek Amber Ale

Whites Pacific Rim Riesling $3.50 Pacific Rim Dry Riesling $3.50 Chaetu St Jean Chardonnay $3.25 Campanile Pinot Grigio $3 Lake Sanoma Winery Sauvignon Blanc $3

Reds Manifesto Zinfandel $4 Bogle Merlot $3

The Blue Lemon’s modified-casual style is more sophisticated than fast-casual operations because they offer basic table service instead of counter-only service. And, because of the commitment to clean, quality foods, it carries a slightly higher check average than fast-casual establishments. From a business standpoint, modified-casual operations like Blue Lemon offer more promising sales-to-investment ratios than fast-casual concepts. Based on general research, a modified-casual operation may cost less than $800,000 to develop, but can generate more than $1 million in sales. In contrast, fast-casual operations costs $500,000 or less to develop, but traditionally produce less than $1 million in revenue.

Cellar No. 8 Cabernet $3 Alamos Malbec $3.5

pure clean food with a twist.

The fresh side of food. S P E C I A L T Y

G O U R M E T

I N S P I R E D

C L A S S I C S

blue lemon is more than a meal, itâ&#x20AC;&#x2122;s a lifestyle.

MARKETING ASSESSMENT

[ dining ] Conscious Dining One of the most powerful words in Blue Lemon branding is ‘consciousness’. Consumers today are seeking out businesses that are focused, not just on making profits, but on making the world a better place. The restaurant industry is beginning to make global consciousness a top priority by showing they care on every level. Again, this is where the Blue Lemon shines. Better restaurants, including the Blue Lemon, have taken steps to make a difference by preserving natural resources, designing operations with conservation in mind, building affiliations with non-profit organizations, and by fostering personal growth in the workplace through mentoring, educational and diversity programs. The Blue Lemon’s GREEN campaign is a great way to spotlight the care taken to ensure that everything from the food to the boxes and take-out utensils and cups are designed with the planet in mind. It’s interesting to watch the reinvention scramble considering the erosion of the casual-dining segment. Midmarket chains like Bennigan’s, Applebee’s, and Chili’s have been forced to rebrand themselves to win back guests who are moving towards fresher, more conscientious offerings like the Blue Lemon.

Healthy Specialization Another trend of he successful restaurant is specialization, which continues as a primary factor fueling restaurant industry growth. While many restaurants struggle to maintain their market relevance, brands that find a following with a single, well-produced product (e.g. Chipolte, Starbucks and Pinkberry) continue to stand out in the restaurant world and potentially dominate a market niche they help carve out themselves. The Blue Lemon specialization of clean food with a twist is timely considering the growing emphasis on healthful eating. Americans are beginning to seek out products offering health and convenience and foods that claim to have a beneficial effect on consumers’ health.

FOOD WITH A CONSCIENCE. SPECIALTY GOURMET INSPIRED CLASSICS

MARKETING ASSESSMENT

[ branding ] Experiential Branding Sure, it’s a buzz-phrase with a point—Restaurants can’t focus solely on good food, good service, and good ambience anymore. Experiential branding is Blue Lemon’s opportunity to build lifelong relationships with guests. Clearly, the guest experience is everything. We must ensure the Blue Lemon brand is in action through all touch points, including culinary offerings, marketing messages, service, uniforms-- even wall decor-- to win credibility and loyalty with customers. The Blue Lemon currently ranks strong in this category, but we need to make sure that the message is communicated properly to the public, in marketing materials, press releases, and especially from the employees who must speak the Blue Lemon language.

Culinary Tourism As we look to brand the Blue Lemon, one thing we may want to pursue is out-of-market messaging. The Blue Lemon is a Dining-Destination, and we need to market it as such. Because of the fantastic downtown location in the City Creek complex, and directly adjacent to the Salt Lake Temple Square, we have an opportunity to reach out to the vacationer and tourist with the Blue Lemon message. In addition to branding the Blue Lemon to local businesses, convention centers and hotel guests, we should include airport signage, airline magazine article /ad placement, and perhaps even engagement with travel agencies, who are focused on creating unique eating and drinking experiences such as cooking classes with executive chefs, restaurant, culinary cruises featuring chefs and sommeliers, and wellness resorts that offer nutrition courses and educational cooking classes that emphasize healthful eating. Point is, we want to reach out to the Salt Lake Tourist.

THE TALK OF THE TOWN. Come visit our amazing location @ City Creek

MARKETING ASSESSMENT

[ promotion ] Promoting Blue Lemon With Blue Lemon now in two states, it’s important to identify opportunities that will work in each location. Utah presents an opportunity to tap into more widespread, Wasatch-Front focused mediums, while the Gilbert Arizona location is still more grass-roots focused.

TV & RADIO. This makes a lot of sense in Utah where viewers / listeners can easily find a Blue Lemon within a few minutes drive. The best fit opportunities for Blue Lemon on air include: ABC4 - Good Things Utah, other #1 showtime slots (Ellen, Dances With The Stars, etc.) Interesting news feature. KSL - Doug Wright Show. iHeart Marketing - 105.7, iHeart Radio, ONLINE. This is an underutilized opportunity. PPC, Keyword strategies, Social Media Marketing. Business & Charity Socials. A no brainer, right? If we select the right groups to partner with, you can leverage their resources to promote the Blue Lemon, and we can target our core audience. Host socials where the food is center stage. Arrange photo opportunities that include your displays in the background and submit to local media. Partnering with a business or charitable organization works on many levels and can help you stretch your marketing budget while still delivering higher returns on investment than can be achieved with traditional advertising. Blue Lemon Tasting. Tasting is believing and if you would grade your food an A minus or above, you need to get it in potential customers’ mouths. That’s the best way to build recognition and it is more effective and less expensive than advertising. Every public event that draws your core audience is an opportunity to offer samples of your product. Pick the best 2-3 items on your menu that can be easily transported and get some solid representatives of your restaurant out to meet and greet at these off-property functions. Published Publicity. Let’s continue to pursue a presence in the publications that reach Blue Lemon’s target audience, including the newspapers, Utah Valley Magazine, Salt Lake Magazine, & Healthy Utah Magazine. We also suggest a presence in the programs at the Convention Center, Kingsbury Hall, Hale Center theatre and Abravenel Hall.

Pursue Chef on TV – Good Things Utah, Studio 5, etc. Let’s give them something to talk about, from Chef’s © STARDOCS MEDIA healthy cooking tips to his classes.

Where creative cuisine is born. pure clean food with a twist.

MARKETING ASSESSMENT

[ new locations ] Promoting Blue Lemon Restaurant marketing is both an art and a science that is sometimes shrouded in mystery. But there are dozens of ways to create a healthy buzz and spread the Blue Lemon message. Public Relations. Getting press is probably the most effective way to market Blue Lemon. Let’s avoid the mistake of spending all of your money on advertising when a good PR campaign will bring a much bigger return on your investment. If you have a successful public and media relations program, you’ll get increased exposure and prestige without spending a fortune. For this to work; though, you’ll need to create and publicize newsworthy stories. Hiring a new chef isn’t always enough to garner the kind of attention you deserve. Create other angles that are unique and make your restaurant stand out. FYI, it’s worthwhile to spend 15-30 percent of our marketing budget on a solid public relations program. Bouncebacks. This is an underutilized tool that bounces guests from peak times to off-peak times and can also work to encourage frequency in your food and beverage operations. While simple in theory and execution, this tactic can produce far more in revenues per dollar invested than traditional advertising. All you do is offer incentives at the point of purchase on popular services to encourage the guest to try your restaurant another time. For instance, if you’re busy for lunch and need to drive sales for dinner, offer bounceback certificates that can only be redeemed during dinner hours. Test different offers and delivery vehicles and track response rates for each to hone in on what works best with your clientele. Business & Charity Socials. A no brainer, right? If we select the right groups to partner with, you can leverage their resources to promote the Blue Lemon, and we can target our core audience. Host socials where the food is center stage. Arrange photo opportunities that include your displays in the background and submit to local media. Partnering with a business or charitable organization works on many levels and can help you stretch your marketing budget while still delivering higher returns on investment than can be achieved with traditional advertising. Blue Lemon Tasting. Tasting is believing and if you would grade your food an A minus or above, you need to get it in potential customers’ mouths. That’s the best way to build recognition and it is more effective and less expensive than advertising. Every public event that draws your core audience is an opportunity to offer samples of your product. Pick the best 2-3 items on your menu that can be easily transported and get some solid representatives of your restaurant out to meet and greet at these off-property functions.

THE FOOD OASIS IN THE DESERT Come visit our new location in Gilbert, AZ.

MARKETING ASSESSMENT

2015 Healthy Utah Magazine Special Offer

FULL PAGE AD / PAGE 4 ~$550 + $200 GIFT CERTIFICATES / MO (With 6-month agreement) BLUE LEMON IS SUCH A PERFECT FIT WITH HEALTHY MAGAZINE! Would you like to feature your services and take us up on our special offer? $550 + $200 GIFT CERTIFICATES a month for six months. With more distribution, and more direct mail to businesses and subscribers now than ever, Healthy Utah is everywhere, distributed widely to more than 800 locations along the Wasatch Front AND direct mailed to doctors, dentists, practitioners, health clinics, banks and other businesses along the Wasatch Front. We have the longest shelf-life in the market — averaging 9 months once placed on a table! Let me know if you're interested. Oh, and we would include a banner on ABC4's Healthy-Utah.com as well. (AND...we'll continue to keep your content posted on our site...) So, yeah. Let's talk. Soon! Please call me directly at 801.201.6824

Where blue goes green.

BLUE LEMON in-content branding proposals we discussed earlier today. The bullet points are in the presentation…but if you want to “cut and paste” here they are ;-) • BlueLemon Lemon Branding Campaign Options: Blue Branding Campaign Concepts – • • • • • •

5000 per month (minimum 3 months) Presented by: One (1) cooking Doug segment per quarter Good Things Utah Jessop - Senioron Account Manager ABC 4 Utah, MeTV and Weather Nation Television Production of oneUtah’s (1) :15CW30, commercial Office: 801-270-2336 Commercial spot bank of twenty (20) commercials 7a-7p on KTVX Cell: 801-725-DOUG (3684) Commercial spot bankE-mail: of twenty (20) commercials 7a-7p on KUCW Djessop@4utah.com Commercial spot bank of twenty (20) commercials 7a-7p on MeTV Commercial spot bank of twenty (20) commercials 7a-7p on Weather Nation

– • • • • • • •

7500 per month (minimum 3 months) One (1) cooking segment per month on Good Things Utah One (1) cooking segment per quarter on Good 4 Utah Midday News Production of two (2) :15 commercials Commercial spot bank of thirty (30) commercials 7a-7p on KTVX Commercial spot bank of thirty (30) commercials 7a-7p on KUCW Commercial spot bank of thirty (30) commercials 7a-7p on MeTV Commercial spot bank of thirty (30) commercials 7a-7p on Weather Nation

– – • • • • • • •

10,000 per month (minimum 12 months) Blue Lemon City Cam Sponsorship- minimum 2340 in news content logo per year One (1) cooking segment per month on Good Thing Utah One (1) cooking segment per month of Good 4 Utah Midday News Production of two (2) :15 commercials Commercial spot bank of forty (40) commercials 7a-7p on KTVX Commercial spot bank of forty (40) commercials 7a-7p on KUCW Commercial spot bank of forty (40) commercials 7a-7p on MeTV Commercial spot bank of forty (40) commercials 7a-7p on Weather Nation

Blue Lemon Branding Campaign Concepts Presented by: Doug Jessop - Senior Account Manager ABC 4 Utah, Utah’s CW30, MeTV and Weather Nation Television Office: 801-270-2336 Cell: 801-725-DOUG (3684) E-mail: Djessop@4utah.com

Local Search Rank Checker Report for http://www.bluelemon.com/ In terms of search volume, "healthy restaurant" is the phrase Blue Lemon wants to shoot for when it comes to ranking high. They are generally on the second page of Google results for "healthy restaurant (city name)." I'd imagine they are getting very little traffic to their website with these rankings. They rank especially poorly for Google maps searches, which is most likely how Run on Monday 17th November 2014. people search for restaurants. The website is not really key-worded for any specific words because itâ&#x20AC;&#x2122;s one-page only. Theshould table below shows you the positions in established which your business appears ('ranks') for your target search terms. As well as looking for your website address we You have a Google+ location for each location. also filter the search results for mentions of your business name and business contact details. Why do we do this? Because we know this information is useful to local consumers so they can call you or/ visit your premises. Michael Richardson Managing Editor and Online Director

Local Search Rank Checker Report for http://www.bluelemon.com/

Full Results Run on Monday 17th November 2014. Google ('ranks') for your targetGoogle Bing Local we The table below shows you the positions in which your business appears search Maps terms. As wellBing as looking for your website address also filter the search results for mentions of your business name and business contact details. Keywords Rank Type Rank Rank Type Rank Why do we do this? Because we know this information is useful to local consumers so they can call you or visit your premises. Healthy restaurant Salt Lake City

Full Results Healthy restaurant Cottonwood Heights Keywords

3rd Party

Organic

2 Google 4 Rank

3rd Party Organic Type

8 10 33 13 36

3rd Party 3rd Party 3rd Party Organic 3rd Party

2 14 4 38 8 13 33 22 36 37 14 18 38

3rd Party Organic Organic 3rd Party 3rd Party Organic 3rd Party 3rd Party 3rd Party 3rd Party Organic Organic 3rd Party

7 13

3rd Party Organic

32 22

3rdParty Party 3rd

46 37

Organic 3rd Party

fast casual restaurant sandy UT Healthy restaurant Highland

13 18

Organic Organic

Fast casual restaurant salt lake city

18 7

3rd Party 3rd Party

Healthy restaurant Salt Lake City

Healthy restaurant Cottonwood Heights Healthy restaurant Sandy

Healthy restaurant Utah

Healthy restaurant Sandy Healthy restaurant Highland Fast casual restaurant salt lake city Healthy restaurant Utah

Google Maps

Bing

Rank

Type

Rank -

-3

Bing Local

Organic

50 Organic 32 3rd Party Please Note - these ranking results may differ from what you personally see on each search engine. Search Engines now operate a 'personalised search 46searches and Organic experience' which tailors results based on your location, your past websites you regularly visit. We have removed all personalised elements to ensure we return a clean 'non-personalised' set of search results. Your ranking results explained: fast casual restaurant sandy UT 13 Organic 27 Organic fine dining salt lake city

18 you provided. 3rd Party 'Organic' - these are rankings for the URL (website address) 'Places' - these are rankings for your Google+ Local listing which appears in main Google results. 'Local' these are rankings for your Yahoo local or bing-local listing which appears in main Yahoo/Bing results. fine dining salt -lake city '3rd Party' - these are search results which mention your business name but aren't your website. These are usually well known directories or sites like Please Note - these ranking may differ what you personally see on each search engine. now operate Facebook which youresults are listed on. The from search engines crawl these sites and show results for Search them inEngines their search results. a 'personalised search experience' which tailors results based on your location, your past searches and websites you regularly visit. We have removed all personalised elements to ensure we return a clean 'non-personalised' set of search results. Your ranking results explained: 'Organic' - these are rankings for the URL (website address) you provided. 'Places' - these are rankings for your Google+ Local listing which appears in main Google results. 'Local' - these are rankings for your Yahoo local or bing local listing which appears in main Yahoo/Bing results. '3rd Party' - these are search results which mention your business name but aren't your website. These are usually well known directories or sites like Facebook which you are listed on. The search engines crawl these sites and show results for them in their search results.

PURE, CLEAN FOOD WITH A TWIST S P E C I A L T Y

G O U R M E T

I N S P I R E D

C L A S S I C S

bon appĂŠtit Our menu features fresh foods that fuel the body in a healthy way without sacrificing taste. We strive for food that is: Preservative-free No artificial flavoring & coloring No growth hormones

801.756.7993 www.bluelemon.com