Double Dragon Restaurant
Executive Summary
Double Dragon Restaurant is a fast food Chinese restaurant located in Boston, Massachusetts. It offers a huge variety of menus that have been meticulously selected to appeal to weight conscious people. Chinese food not only has high nutritive value but is also very low in calories. With so many vegetables, rice, beef and chicken dishes, it is almost certain that health conscious people will come in numbers.
Positioning Statement
Double Dragon’s main purpose is to offer a mouthwatering food menu in the pleasant and enchanting atmosphere of Boston. Food is served in a speedy but orderly manner to people who either want to dine in or take their meals out to work or home. The clientele that are served comprises of people of all ages and all walks of life. A quick analysis of the competition reveals that Double Dragon will be competing with Lucky Boston Chinese Restaurant and 5 other reputable fast food restaurants in the area. Nevertheless, since Boston serves a shopping population of more than 70,000, it seems obvious that the community can support Double Dragon and the existing businesses. Double Dragon’s competitive edge lies in its healthy menu choices served within seconds. With over 8 years of experience developing her own recipes, the cook has perfected an amalgam of appetizing sauces and seasonings, which are guaranteed to produce the most attractive and flavorful dishes. Marketing goals and objectives Goal #1: Meet projected sales of $200,000 for 1st year Objectives: 1. Closely monitor critical expense categories 2. Pay close attention to cash flow 3. Maintain high customer service standards 4. Constantly keep an eye on food usage and spoilage Goal #2: Exceed $400,000 in sales by 3rd year Objectives: 1. Provide flawless customer service 2. Enhance marketing efforts with TV commercials 3. Consider building addition 4. Train employees to improve their skills Product Contrary to other Chinese food restaurants in which customers have to wait for several minutes for the food to be prepared, Double Dragon focuses on speed and the food is available in seconds. Double has the intention to achieve that using an in house, special daily, pre-cooking process for the meat substances. Moreover, the use of a wok for quickly steaming vegetables ensures that are …show more content…
All carry outs go in plain white bags bearing the logo of Double Dragon. The available dishes are printed on an overhead sign while a brochure of take home menus are given to customers upon demand. All personnel wear red shirts with the restaurant’s logo printed of them to reflect the brand. Furthermore, every customer is greeted by an overhead sign at the entrance of the restaurant. As soon as they come in, customers will feel the immediate change to an oriental atmosphere while enjoying the relaxing background music.
The marketing plan will focus on a very intense advertising campaign before the opening of the restaurant and during the first month in business. The different tactics planned include newspaper coverage, radio spots as well as flyers on cars at concerts and ball games that are held in the area. Press releases will also help to advertise our brand. Coupons, fidelity cards and newspaper ads will sure be enough to keep Double Dragon in competition. Moreover, to build the restaurant’s online presence, its webpage will be designed and search engine optimization as well as paid ads will be used to bring online traffic.
Executive Summary
Double Dragon Restaurant is a fast food Chinese restaurant located in Boston, Massachusetts. It offers a huge variety of menus that have been meticulously selected to appeal to weight conscious people. Chinese food not only has high nutritive value but is also very low in calories. With so many vegetables, rice, beef and chicken dishes, it is almost certain that health conscious people will come in numbers.
Positioning Statement
Double Dragon’s main purpose is to offer a mouthwatering food menu in the pleasant and enchanting atmosphere of Boston. Food is served in a speedy but orderly manner to people who either want to dine in or take their meals out to work or home. The clientele that are served comprises of people of all ages and all walks of life. A quick analysis of the competition reveals that Double Dragon will be competing with Lucky Boston Chinese Restaurant and 5 other reputable fast food restaurants in the area. Nevertheless, since Boston serves a shopping population of more than 70,000, it seems obvious that the community can support Double Dragon and the existing businesses. Double Dragon’s competitive edge lies in its healthy menu choices served within seconds. With over 8 years of experience developing her own recipes, the cook has perfected an amalgam of appetizing sauces and seasonings, which are guaranteed to produce the most attractive and flavorful dishes. Marketing goals and objectives Goal #1: Meet projected sales of $200,000 for 1st year Objectives: 1. Closely monitor critical expense categories 2. Pay close attention to cash flow 3. Maintain high customer service standards 4. Constantly keep an eye on food usage and spoilage Goal #2: Exceed $400,000 in sales by 3rd year Objectives: 1. Provide flawless customer service 2. Enhance marketing efforts with TV commercials 3. Consider building addition 4. Train employees to improve their skills Product Contrary to other Chinese food restaurants in which customers have to wait for several minutes for the food to be prepared, Double Dragon focuses on speed and the food is available in seconds. Double has the intention to achieve that using an in house, special daily, pre-cooking process for the meat substances. Moreover, the use of a wok for quickly steaming vegetables ensures that are …show more content…
All carry outs go in plain white bags bearing the logo of Double Dragon. The available dishes are printed on an overhead sign while a brochure of take home menus are given to customers upon demand. All personnel wear red shirts with the restaurant’s logo printed of them to reflect the brand. Furthermore, every customer is greeted by an overhead sign at the entrance of the restaurant. As soon as they come in, customers will feel the immediate change to an oriental atmosphere while enjoying the relaxing background music.
The marketing plan will focus on a very intense advertising campaign before the opening of the restaurant and during the first month in business. The different tactics planned include newspaper coverage, radio spots as well as flyers on cars at concerts and ball games that are held in the area. Press releases will also help to advertise our brand. Coupons, fidelity cards and newspaper ads will sure be enough to keep Double Dragon in competition. Moreover, to build the restaurant’s online presence, its webpage will be designed and search engine optimization as well as paid ads will be used to bring online traffic.