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Marc and Marta Bianchini The Bianchini Restaurants January 1 – December 31, 2010

Marc and Marta Bianchini The Bianchini Restaurants January 1 – December 31, 2010. Triad Agency. Joanne Banaszynski Marty Pitzer Nicole Sarillo. COM203 Section B Carroll University Professor Margaret Murphy December 3, 2009. Milwaukee – includes Milwaukee, Waukesha,

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Marc and Marta Bianchini The Bianchini Restaurants January 1 – December 31, 2010

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  1. Marc and Marta BianchiniThe Bianchini RestaurantsJanuary 1 – December 31, 2010 Triad Agency • Joanne Banaszynski • Marty Pitzer • Nicole Sarillo COM203 Section B Carroll University Professor Margaret Murphy December 3, 2009

  2. Milwaukee – includes Milwaukee, Waukesha, • Ozaukee & Washington Counties • 859,500 people – ages 21 to 70 Industry Environment / Background Growth • Population decrease – 3% (2000 to 2006) Size of Target Market Current Trends in Restaurant Industry • Buy one get one free • Discount coupons • Customer loyalty programs Economic, Demographic, Technological & Legislative Factors • Slow economy • Population decrease • Internet • No smoking in bars & restaurants effective July 2010

  3. Coa • Authentic Mexican street food • Newly opened at a prime location in Bayshore Town Center • Freshest meats & produce used in food preparation • Private parties & catering • Cubanitas • Good location next to the Pfister Hotel • Best mojitas • Private parties & catering • Profitable • Indulge • Great for lunch • Tuesday tastings • Private parties & catering • Osteria del Mondo • Regional Italian cuisine • Established (15 years) in Milwaukee • Zagat rated • Core group of patrons • Monday night $10 entrée special • Private parties & catering SWOT Analysis………….. Strengths

  4. Weaknesses • Coa / Cubanitas / Indulge / Osteria del Mondo • Need a cohesive marketing plan to link all four restaurants • Web sites should be restructured and linked to promote Bianchini brand recognition SWOT Analysis Opportunities • Coa / Cubanitas / Indulge / Osteria del Mondo • Promote Coa – restaurant for families • Emphasize Coa’s “Authentic Mexican Street Food” • Emphasize Cubanitas’ authentic Cuban meals and drinks • Emphasize Osteria’s regional Italian cuisine • Promote Indulge’s lunch menu • Emphasize Indulge’s wine list • Implement “Passport to The Bianchini Experience” plan • Revamp Web sites • Link Web sites for brand recognition • Emphasize quality food & service at all locations • Emphasize overall quality at exceptional price – real value • Promote The Bianchini Experience – The World on Your Plate

  5. Threats • Coa • Other Mexican restaurants • Restaurants in Bayshore Town Center • Slow economy • Cubanitas • Restaurants in surrounding area • Slow economy • Indulge • Slow economy • Osteria del Mondo • Ristorante Bartolotta • Mimma’s Café • Zarletti • Buca di Beppo • Neighboring restaurants • Slow economy SWOT Analysis

  6. Coa • Competitor • Marketing mix • Assessment Cubanitas Competitive Review • Competitor • Marketing mix • Assessment Indulge • Competitor • Marketing mix • Assessment Osteria del Mondo • Competitor • Marketing mix • Assessment

  7. Objectives • Increase Bianchini brand recognition from 17% to 45% in 12 months • Increase repeat customer base 20% in 12 months Objective & Strategies Strategies • Internet key words in searches on Google.com and Yahoo.com • Advertise – On Milwaukee.com • Implement customer loyalty campaign • Brochures • Comment cards

  8. Target Audience Coa / Cubanitas / Indulge / Osteria del Mondo • Age – 21 to 70 • Income – $50,000 + • Geographic – Milwaukee, Waukesha, Ozaukee & Washington counties • Families • Young adults • Seniors • Milwaukee lunch diners • Business meetings • Dinner market • Weddings • Special occasions

  9. Campaign Theme • The Bianchini Experience – The World on Your Plate • Passport to “The Bianchini Experience” • Brochures, customer loyalty program Positioning & Campaign Theme Positioning • Emphasize freshness of ingredients • Build on the variety of cuisines • Services offered • Quality of service • Attention to customer satisfaction

  10. Newspaper • Online newspaper • Use AdSense • Brochures • Offer coupons – Incentive program • Main website • Link main website to individual websites Recommendations

  11. Web Site

  12. Newspaper Internet Website Direct Mail Customer Loyalty Program Media Strategy

  13. Media Timeline

  14. Budget Summary $1,500 $10,000 $9,960 $4,900 $22,500

  15. Supporting Documentation • U.S. Census Bureau statistics • Online customer reviews • Quote for brochures – EGX Group • Quotes for coupon, passport, comment card – Office Max • Competitor analyses – online • Bartolotta brochures and customer appreciation plan – Bartolotta’s kiosk, Brookfield Square

  16. Thank you for taking the time to view our presentation Nicole, Marty & Joanne

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