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Marketing Strategy for Taziki’s Cafe Launch in Pittsburgh: Driving Brand Loyalty and Awareness

This marketing campaign proposal for Taziki’s Cafe aims to establish a strong presence in Pittsburgh’s fast-casual dining sector. The program will focus on creating brand awareness, attracting loyal customers, and delivering lasting brand value while encouraging trial. Key elements include community engagement through open houses, a consumer recipe challenge, and local sponsor partnerships. A comprehensive SWOT analysis identifies strengths such as unique food offerings and weaknesses including competition and media costs. Strategies leveraging Cranberry's demographic strengths will drive customer engagement, loyalty, and dining experiences that resonate with local tastes.

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Marketing Strategy for Taziki’s Cafe Launch in Pittsburgh: Driving Brand Loyalty and Awareness

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  1. Goals & Agenda • The Challenge: • Create a marketing campaign for entry into a new market in a major city in your area (Pittsburgh). • Create Awareness • Attract Brand-Loyal Guests • Create Enduring Brand Value, While also Driving Trial • Agenda • Cranberry Market Insights • Customer Insights • Strategy & Recommendations • Budget & Time Table

  2. SWOT Analysis Strengths • Unique Food • Price/Value • The desired business model; Fast Casual • Alcoholic beverages Weaknesses • Expensive Media Market (Pittsburgh) • Concept has few reference points • Price/Value Threats • Tons of Competition • Reliance on store personnel • Breaking Habits Opportunities • Great Location • Transition to healthier foods • Ethnic pockets • Local workforce

  3. Cranberry Population and Market Demographics More than 18% growth over the last 10 years Population: 28,098 Projected Growth (2016): 30,050 Household Size: 2.72 people Estimated Median Household Income: $84,007 Median Age: 38 * Cranberry Township Market Profile and Other Sources

  4. Cranberry Workforce 90% of Cranberry jobs are filled by Non-Residents Over 20,000 jobs in cranberry Largest Industry Sector: Professional, Scientific and Technical Services *Cranberry Township Market Profile and Other Sources

  5. Consumer Spending An $84 million local dining market Green Shaded Area = Spending within Draw Area Alcoholic Beverages: $25,234,354 Food Outside the Home: $143,592,240 Competitive Environment 82 Restaurants 30 Fast Casual Restaurants *Cranberry Township Market Profile and Other Sources

  6. Most Popular Social Media With taziki’s Customers

  7. Enjoying food is one of the most important pleasures in life I would rather eat my favorite meal than watch my favorite television show I think about food in a positive anticipatory way Money spent on food is well spent

  8. Strategy Awareness Trial Loyalty

  9. Open House for Community Leaders • “Soft Opening” focused on community leaders, officials, charity/school leaders, newspapers • Generate word-of-mouth with those most involved and influential in the Cranberry Area.

  10. The Chamber of Commerce, Inc. • Essential to your success • Over 900 members • Thousands of visitors to their website each month • Blog: 13,000 page views • Enhanced Web Listing

  11. User Generated Content Consumer Recipe Challenge • Create recipe and submit via social media • Top percentage selected by chefs • Consumers vote via social media for top recipe • Selected recipe is featured on the website and social media • Winner receives free Taziki’s once a week for a year!

  12. Put Taziki’s at the Top • Add Taziki’s to Google Places. • Ensures Taziki’s comes up in a Google Maps search with directions, link to website and reviews.

  13. Sponsorships Seneca Valley Junior Football Association April-Nov.- 1000 weekly visitors Advertising can be seen from Pennsylvania Turnpike Cranberry Township Athletic Association (CTAA) Dine for CTAA promotions Taziki’s will donate a percentage of sales to the CTAA Encourages community to try Taziki’s food

  14. Local Farmers’ Market • Harvest Valley Farms • May to November • All fresh Produce fromValencia, Pa available in Cranberry • Back Achers Farm • Year Round • All grass-fed live stock (including Lamb) • All fresh Produce fromRome, Pa available in Cranberry

  15. Cooking Demonstrations “Teach your customers essential life skills so they can cook for themselves and their families!” • Attract customers • Introduce your products and emphasize quality • Have customers sample • Use ingredients that can be purchased at Farmers’ Market • Explain all of the health benefits • Reinforce Taziki’s Brand

  16. Microbrewery Competition promote word-of-mouth marketing for Taziki’s in order to increase overall sales in Food and beverages Broadens target market; increase in alcohol and food sales. Participants are in charge of promoting their brew to receive public votes Vote at Taziki’s by taste-test. Votes are tallied, and winner is named annual beer holder at Taziki’s for one year.

  17. A Taste of Cranberry • Pre-eminent Social Event in Cranberry • Featuring local restaurants; attended by local residents • Associated with local charities (Butler County Humane Society) • Exposure! In 2012, 900+ attendees • Grows by 50 new people every year

  18. Sampling Tray Ideas • Take sampling trays to local businesses in the Cranberry area and showcase your food. • Focus On Large Corporations • Westinghouse • Verizon • MSA • CBRE • H&R Block, Inc.

  19. Host Community Meetings • Private atmosphere • Initial groups in Cranberry: • Cranberry’s MOMS Club • Parents of sponsored Teams • PTA groups • Local Bible study • Active community members Taziki’s Cafe Hold your next social event or meeting here!

  20. Cranberry CUP • Consists of athletic and social events • Athletic Events • Softball Tournament • Golf Tournament • Social Events • Kick-off Party • Opening Ceremony • Major Sponsor: • Full page color ad in event book • Logo on event tickets and registration table • Promotional giveaways

  21. Cranberry CUP • Kick-off Party Dinner Sponsors 2012 • Luciano’s • House of Chen’s • Buffalo Wild Wings • North Park Lounge • Moe’s Southwest Grill • Bravo! • Aviva • Monte Cello’s • Goodfella’s Pizzeria

  22. Rewards Program • Tweet regularly about specials, customer feedback, relevant information, events, charities. • “Pay with a Tweet” – Tweet about Taziki’s and get a free dessert. • When a certain number of followers are reached, select a winner for dinner for two. • Encourage customers to review and comment on dining experience. Offer rewards for feedback and referrals. • For each re-tweet, Taziki’s will donate a certain amount of money to a charity or child.

  23. Local School RivalsCompetition • Sales competition between local school rivals • Mention a school to add to it’s tally • Winning school receives $1000 • Increased buzz, community involvement, personal relationships “WIN MONEY FOR YOUR SCHOOL!”

  24. Sustainable Business Program Designation Certification Sustainability Categories Energy Conservation Occupancy Programs to Promote Diversity Community-Serving Business Practices Business Policies and Governance Waste Management and Recycling Water Conservation Storm water Management Products and Services • Awarded to businesses that implement sustainable business practices • Shows commitment to local community • Enriches brand perception • Creates positive publicity

  25. Timetable 2013

  26. Budget

  27. Welcome to Cranberry, Taziki’s!

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