Dish Gourmet Food Co. Marketing Plan Cardinals Whitney Lang

Dish Gourmet Food Co.
Marketing Plan
Cardinals
Whitney Lang
Kate Minnis
Vickie Elfering
Mission Statement
• Dish Gourmet Food Co. goal is to
be able to provide Gourmet food
at affordable prices and in an
efficient timely matter
SWOT ANALYSIS
Dish Gourmet Food Co.
Strengths
•Locally operated and family owned
•Gourmet fast food made to order fresh
•Mobile food truck allows for change
Opportunities
•Growth of Billings
•Growth of our business
•Expansion of business
S
O
W
T
Weaknesses
•Truck size limits preparation area
•Freshly made hand-pressed patties are
time consuming to make
•Finding a commercial in desired area
Threats
•Weather
•Chain Competition
•Local Competition
S
SWOT ANALYSIS
Strengths
Strength
Strength
Strength
Locally operated and
family owned
Gourmet fast food
made to order fresh
Mobile food truck
allows for change
Strength
Strength
Strength
Affordable family
friendly food
All hamburger
patties are handpressed and never
frozen
Mobile food truck
allows for unique
hours and locations
W
SWOTWeaknesses
ANALYSIS
Weaknesses
Weaknesses
Weaknesses
Truck size limits
preparation area
Freshly made handpressed patties are
time consuming to
make
Finding a
commercial in
desired area
Weaknesses
Weaknesses
Weaknesses
The size of the
water tank and hot
water hearer limits
the amount of
produce we can use
Limits food truck to
main dishes only-no
sides
City regulations limit
us to the use of
commercial lots only
O
Opportunities
From 2000 to 2012
the population growth
has grew to 14.35
percent.
SWOT ANALYSIS
Opportunities
Opportunities
Opportunities
Opportunities
Growth of Billings
Growth of our
business
Expansion of business
Opportunities
Opportunities
Expansion to a bigger
food truck or a
restaurant location
Growth of business to
the entire northwest
T
SWOT ANALYSIS
Threats
Threats
Threats
Threats
Weather
Chain Competition
Local competitors
Threats
Threats
Threats
Extreme weather
conditions could
close operations for
the day
Z pizza, Wendy’s,
Burger King,
Hardees, and Jimmy
Johns
Soup and Such,
Rocket Burrito, and
Downtown Subs
SWOT ANALYSIS
Summary
•Locally operated and family owned
•(Affordable family friendly food)
• Finding a commercial in desired area
•(City regulations limit us to the use of
commercial lots only)
•Growth of Billings
•(From 2000 to 2012 the population
growth has grew to 14.35 percent.)
•Weather
•(Extreme weather conditions could
close operations for the day)
Product Life Cycle
• Dish Food Truck is currently in the market
introduction stage.
– Dish has been in operation only about one
month during the summer and not in the
Billings area.
– Customer’s are not aware of the truck and
the gourmet food offered.
– Currently, the business has experiences
losses because of start-up costs and lack
of customer knowledge of Dish.
Current Status
• Targeting business professionals and
people engaging in the Billings night
life.
• Gourmet quality food offered at an
affordable price with alternating
locations to accommodate customers.
• Lack of exposure in the community
• Limited to commercial lots only
• Mobile unit can only accommodate a
smaller volume of customers at any
given time
Products
• All-American Grill
Cheese
• Grilled Peanut Butter
and Jelly Sandwich
• Grilled Swiss and Onion
• Hamburgers
• Cheeseburgers
• Bottled Water
•
•
•
•
•
Cans of Soda
Ketchup
Mustard
Mayonnaise
Salt and pepper
Packets
• Season Salt
• Butter
Target Audience &
Segmentation Strategy
• Downtown Customers
– Business professionals
– College students
– Tourists
– Shoppers
Age Range of Market: All Ages
• Night Life
– Wild West
Age Range of market: 18 and up
Geographic & Demographic
Dimensions
•
•
•
•
•
Downtown Billings
3,500 Businesses
Average 15 workers per business
Total of 40,000 workers downtown
65,017 people 18 to 64 years of age
Consumer Behavioral Dimensions
• Rate of Use- To Be Determined
– The average American eats out 4-5 times a week.
• Benefits
– Freshly prepared food made to order in an efficient and
timely manner.
• Kind of Food
– Gourmet Grilled Cheese Sandwiches and Burgers
• Convenience Products
– Soda and Water
• Customer Service
– Friendly customer service orientated staff that strives to
build personal relationships with customers
Problem Identification
• People in Downtown Billings are seeking a
new place to eat during lunchtime that offers
different variety of foods that are high quality
and ready to eat quickly.
• People that enjoy the night life in Billings are
seeking another option for food later at night.
Dish food is made quickly but is not fast food
and also offers different food then the other
food truck that sells by the Wild West.
Gathering Information
•
•
•
•
Word of Mouth
Online via Facebook
Advertisements
Local signage
Downtown Alternative During
Lunchtime
•
•
•
•
•
•
•
•
Z pizza
Wendy’s
Burger King
Hardees
Jimmy Johns
Soup and Such
Rocket Burrito
Downtown Subs
Alternatives During or
After a Night Out
•
•
•
•
•
•
•
Dr. D’s
Hardee’s
Burger King
Taco Bell
Taco John’s
Denny’s
Ihop
Decision Process & Why To
Choose Dish Gourmet Food Co.
• Dish….
– Works hard to build great rapport with
customers
– Makes fresh food to order
– Is reasonably priced
– Offers a unique selection of gourmet grilled
cheese sandwiches
– Is a family business that is locally owned and
operated
– Travels to downtown locations for
convenience of customers
Product Objectives
• Dish plans to…
– Offer high quality gourmet
sandwiches in several locations
– Add or change sandwiches
depending on time of year and
popularity of sandwich
– Expand number of locations visited
weekly
Means End Chain
Product
Attributes
Physical
Consequences
Psychological
Consequences
Values
Gourmet
Grilled
Cheese
Sandwiches
and Burgers
High quality
Always fresh and Feels satisfied
and made
hot
with product
fresh to order
Personal
fulfillment
Mobile truck
Able to travel to
the customers
Relief to have
food available in
area
Customer’s
feel
appreciated
Reasonable
priced
Does not
majorly impact
bank account
Feel great about
spending little
money for
gourmet food
Saves money
while still
getting great
food
Kid friendly
Customer’s do
not have to
make extra stop
for children
Entire family is
able to enjoy
food together
Family
Friendly
atmosphere
Perceptual Map
Quick Service
Dish
Burger King
Jimmy Johns
Taco Bell
Wendy’s
Low Price
Dr. D’s
Hardee’s
Taco Johns
High Price
Denny’s
Ihop
Rocket Burrito
Soup & Such
Key
Dish Gourmet
Food Co.
Downtown Lunch
Night Life
Downtown Subs
Z Pizza
Slow Service
Yearly Expenses
•
•
•
•
•
•
Yellowstone Business License: $200.00
Health Inspection: $350.00
Insurance: $1100.00
Truck License: $189.00
Oil Changes: $200.00
Equipment and Miscellaneous: $1200.00
• Total Yearly Expense: $3239.00
Product Expenses
Menu Item
Wholesale Price
Menu Price
All-American Grilled
Cheese
$.59
$1.50
Grilled Peanut Butter and
Jelly
$1.30
$3.00
Swiss and Onion Grilled
Cheese
$.79
$2.00
Hamburgers
$.76
$2.00
Cheeseburger
$.80
$2.50
Weekly Operational Expenses
• Propane: $100.00
• Gas: $50.00
• Food Costs: 846.60
• Total Weekly Expenses: $996.60
Place Objectives
• Utilize commercial lots downtown to go
directly to the target customers
• Utilize Facebook to keep customers
informed of where we are going to be
located
• Eventually expand locations to extend
all over Billings
Promotion Objectives
• Get Attention
– Advertising
– Facebook Page
• Hold Interest
– Continue Advertising
• Make Desirable
– Give Samples
• Obtain Business
– Utilize coupons for a special priced item
Sources
• http://www.bestplaces.net/city/montana/billin
gs
• http://ucsdnutritionlink.org/articles/archives/fa
stfood.pdf
• http://censusviewer.com/city/MT/Billings
• http://en.wikipedia.org/wiki/Sections_of_Billin
gs,_Montana