situation analysis STRENGTHS • Strong brand awareness for theatre • Theatre as an iconic symbol within Athens community • Strong history/culture • Great marketing for concerts • Only rooftop bar in Athens • Delicious food and drinks • Live concerts on the roof
WEAKNESSES • Low brand awareness amongst students/young professionals • Students (who make up large portion of target) change every four years • Not known as a lunch option • Not as popular during off season (winter months) • Weather restrictions
THREATS
OPPORTUNITIES • Use coupon apps such as Hooked to promote the restaurant through deals • Use more organic Instagram posts to give a unique tone/brand to Rooftop • Partner with local Athens companies to copromote • Market the rooftop as a good venue for meetings, workspace, group projects
Highly saturated restaurant market in downtown Outdoor breweries Highly saturated bar market in Downtown Athens Already many well established study spaces (Jittery Joes, Walkers, Starbucks) • Constantly new bars and restaurants opening in Athens • • • •
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