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Business Name Tag line

Logo or image here. Beverage Program Presentation Your Name. Business Name Tag line. Overview and Purpose. (Note: Sample based on premium steakhouse) Our goal is to …...

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Business Name Tag line

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  1. Logo or image here Beverage Program Presentation Your Name Business Name Tag line

  2. Overview and Purpose (Note: Sample based on premium steakhouse) Our goal is to …... This program was developed through an analysis of customer needs, our competitors, current market trends, financial implications, and our Brands positioning.

  3. Target Guests Guest A: What is common to this group…. Age, sex, income, location, work, lifestyle activities…. Guest B: . . .??? Guest C: . . .????

  4. Target Guest: Guest A Profile: What is common to this group…. Age, sex, income, location, work, activities…. Characteristics: What lifestyle activities do they share that are relevant to the brand? Wine snobs, sports fanatics, stay up late, prefer to eat organic, … Corollary Brands: Nordstrom, Brooks Brothers, spouse shops at Whole Foods, NFL, etc… Implications for Beverage: How does your beverage program need to respond to meet this group’s needs?

  5. Target Guest: Guest B Profile: What is common to this group…. Age, sex, income, location, work, activities…. Characteristics: What lifestyle activities do they share that are relevant to the brand? Wine snobs, sports fanatics, stay up late, prefer to eat organic, … Corollary Brands: Nordstrom, Brooks Brothers, spouse shops at Whole Foods, NFL, etc… Implications for Beverage: How does your beverage program need to respond to meet this group’s needs?

  6. Target Guest: Guest C Profile: What is common to this group…. Age, sex, income, location, work, activities…. Characteristics: What lifestyle activities do they share that are relevant to the brand? Wine snobs, sports fanatics, stay up late, prefer to eat organic, … Corollary Brands: Nordstrom, Brooks Brothers, spouse shops at Whole Foods, NFL, etc… Implications for Beverage: How does your beverage program need to respond to meet this group’s needs?

  7. Key Competitors Competitor A Competitor B Competitor C Competitor D

  8. Competitive Analysis • Key Competitor A: Insert Competitor’s name • Their Strength • What is the greatest strength of their beverage program? • Their Weakness • What is the weakness of their beverage program • Our Response: • Here is what our beverage program must do to respond.

  9. Competitive Analysis • Key Competitor B: Insert Competitor’s name • Their Strength • What is the greatest strength of their beverage program? • Their Weakness • What is the weakness of their beverage program • Our Response: • Here is what our beverage program must do to respond.

  10. Competitive Analysis • Key Competitor C: Insert Competitor’s name • Their Strength • What is the greatest strength of their beverage program? • Their Weakness • What is the weakness of their beverage program • Our Response: • Here is what our beverage program must do to respond.

  11. Competitive Analysis • Key Competitor D: Insert Competitor’s name • Their Strength • What is the greatest strength of their beverage program? • Their Weakness • What is the weakness of their beverage program • Our Response: • Here is what our beverage program must do to respond.

  12. Consumer Trends • Key Trend Issue • What guests are doing, activities, actions, etc. • Response • Here is what our beverage program must do to respond.

  13. Consumer Trends • Key Trend Issue • What guests are doing, activities, actions, etc. • Response • Here is what our beverage program must do to respond.

  14. What or Brand Stands For (key words) • Key Brand Word (Playful) • Script or menus to express our playful spirit…. • Merchandise cocktails that are fun and playful…. • Key Brand Word B • How your beverage program will express this brand characteristic • Key Brand Word C • How your beverage program will express this brand characteristic

  15. Core Beverage Strategy • Deliver Greater Perceived Value For Guests • Wine • Lower entry glass from $12 to $8.00 • …. • Spirits • Offer mid-priced signature specialty drinks • … • Training • Increase wine and spirits training (especially around new offerings)….. • …

  16. Core Beverage Strategy • Additional Strategies…. • Wine • … • … • Spirits • … • … • Training • … • …

  17. Beverage Menu • Wine • Insert actual menu items if appropriate • Spirits • Insert actual menu items if appropriate

  18. Projected Impact of New Strategy • Beverage Sales Per Guest • Current $X, Projected $X • Delta: $X • Covers Per Day • Current XXX, Projected XXX • Delta: XX more covers per day or XX% • Net Sales Impact • Increase in net sales $XXX per day or $XXX,000 year • Cost of Goods • XXX?

  19. Resources Required • One Time Investment $XX,000 per restaurant • Explain Investment • What investment is required in Service/barware, Equipment, Facilities, Training, Materials, Marketing…

  20. Return on Investment • Sales Increase: $XX,000 (assume 50% flow through to profits ore $XX,000) • Change in Expenses, reduce .0XX% or $XX,000 • Change in Cost of Goods, none • Net Impact on Profits increase $XX,000 • Investment Required, $XX,000 • Repayment Period, X months • Return, XX% first year • Assumptions based on per year and per restaurant

  21. Summary Closing statement Points whey this program will work and why they should invest in it….

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