My restaurants name is Simba Grill. Simba is the African word for lion. The target market is Africans, both expatriates and American citizen living, studying, and working in the United States. The restaurant’s target market will come from individuals living in the city. Furthermore, the restaurant will have a family and friendly atmosphere.
Unique Selling Product
The ethos of my hotel, as shown by the name, Simba Grill; portray boldness. I want my hotel to sell bold, authentic African Cuisines straight from East Africa, the home of the lion. My unique selling product will be the East African dishes that are unique to America and that will give people an insight into the life of the East African people. Simba Grill is about the cultural heritage of the East African people and the foods that they eat.
The products at Simba Grill have a cultural and aspiration value. The products must then be differentiated well with other similar products. This can also highlight the features of this product that make it unique for a cultural heritage restaurant and must stand out from other restaurants in the area by being themed differently from the rest in African Safari colours and paintings. The restaurant will have a theme that has an authentic African feel. This will help it stand out from the different competition. The music in the restaurant should also have an African beat to go with the theme and attract even more clients of that ilk
Plans for building community connections
The company has the opportunity to connect with the community and it can do so through having a programme to assist the community. By ensuring environmental conservation through less littering and less noise. In addition, the hotel can get involved in community policies and projects to ensure a bond with the neighbourhood.
Push and Pull marketing techniques
A push marketing strategy involves taking the product directly to the consumer and making sure, they get it. The restaurant can embark on this promotional strategy by making leaflets and pamphlets, complete with free samples and organizing free tasting sessions around the offices and residential areas. Other push strategies involve; point of sale displays and having a nice packaging design to encourage buyers.
A pull strategy involves offering encouragement to buyers to seek out the product in the market. Simba Grill can do this by doing product promotion: advertisement, having friends, family, and acquaintances referrals, managing customers on a personal level, and making sure they go back for more and having promotions and discounts.
Plans for a public Relations Campaign
The public needs to learn about the menu and dishes at the restaurant and to maintain a good image of the restaurant. The restaurant needs to carry out a campaign in the media and culinary magazine journals to create a good image of the restaurant in the press.
Internet marketing plans
The restaurant will use its website to give all news regarding its activities and update its menu. In addition, if there are any new branches, the website will update customers. The restaurant will also carry out a vigorous exercise to market itself online via Face book, twitter, and Instagram. There will be regular updates on new dishes and pictures to match.
Specials and promotions
Special promotions will include offering complimentary drinks and appetizers to customers. This will be aimed at attracting more customers to the restaurant.
Measurement of success of marketing strategies
I plan to measure the success of my marketing strategies by giving the restaurant a six-month grace period before we break even and become a profitable business.