Phase 1

• Market Situation

• Client Business

Phase 2

• Competitors

• Macro-Environment

• SWOT Analysis

Phase 3

• Key Issues

• One year marketing objectives

and strategies

• Action plan

• Budget

• Marketing Controls

Introduction

Financial and Marketing Objectives

Review of Macro-Environment

SWOT Analysis

Key Issues

Recommendations

Action Plan

Budget

Monitoring and Measuring

Questions

Agenda

To increase overall sales by 15% within one year

• 10% restaurant

• 5% catering business

Financial Objectives

• To increase traffic from new

markets

• To increase revenues of the

catering business

• To effectively differentiate

Saucy Grill from its competitors

• To create a loyalty program

Marketing Objectives

Demographic

Economic

Natural

Technological

Political/Legal

Socio/cultural

Macro-Environment

Demographic

• Population of Streetsville:

42,327

• Household income: $114,339

• Average Canadian spends on

food per week: $123.76

• People living in Streetsville are

typically between 20 and 44

years old

Macro-Environment

Economic

• In 2011, consumer spending is expected to increase 2.8%

• Consumers cut down on entertainment and dining out first

• Eating out has become more and more expensive

• In the restaurant industry, increasing costs of doing

business affects the entire supply chain

Cost of doing business

utility bills insurances and taxes

Macro-Environment

Natural

• Rising fuel costs

internationally

• Rising food prices have

risen by 45% since 2009

• Increase in food crop prices

higher menu prices

Macro-Environment

Technological

• Restaurant security systems, POS

systems, and scheduling systems

• CRM software, wireless ordering

devices and handheld devices

• Interactive menu systems

Macro-Environment

Political/Legal

• Food Handler’s License or Permit, Liquor License,

Sign Permit, Music License, Fire Certificate etc.

• The Smoke-Free Ontario Act

• The Canadian Food Inspection Agency (CFIA)

Macro-Environment

Socio/Cultural

• Social networking

• The green movement

• Healthier food options

• Dietary needs

• Multi-cultural

Macro-Environment

Strengths

• Premium location open for 10 years in Streetsville

• Fresh ingredients

• Offer catering services, takeout and dine-in

• Restaurant seats 122 people

• Boardroom

SWOT

Weaknesses

• No website

• Interior décor

• Saucy on the Side vacant

• Open concept kitchen is not visible

• Live entertainment

SWOT

Opportunities

• Canadian population is increasing

• Increasing incomes rates

• Use of social media

• Increase interest in organic food

• Customer database

• Advancements in POS systems

SWOT

Threats

• Rising fuel costs

• Competition

• Many business closures in Streetsville

• Not implementing green initiatives

SWOT

1. Minimal local advertising

2. Website needs to be re-launched

3. No Utilization of SEO

4. Customer awareness is minimal in Streetsville

5. Brand image is limited due to minimal use of

public relation strategies

Key Issues

6. Limited strategies in place that improves

overall operations of the business

7. Vacant space next door, owned by Saucy Grill

is being underutilized

8. Catering represents a small portion of Saucy

Grill’s entire operation

Key Issues

1. Website re-launch

Rationale

• Easy to access and more convenient to the customer

Action Plan

• Launch in January 2012 and continually update on a monthly basis

Recommendations

2. Expand the catering business

Rationale

• Will increase overall revenue annually and differentiate from competitors

Action Plan

• Promote via word of mouth, social media pages and other traditional advertising methods

Recommendations

3. Use social media more effectively

Rationale

• Social media is an excellent, inexpensive way to connect with customers

Action Plan

• Actively post information on Facebook, twitter and LinkedIn

Recommendations

4. Expand local advertising

Rationale

• Frequent advertising in the GTA will expand clientele and increase customer awareness

Action Plan

• Advertise in newspapers such as the Toronto Star

Recommendations

5. Start utilizing the vacant lot (Saucy on

the Side)

Rationale

• Currently it’s being rented for storage and is accessible only through an outside door

Action Plan

• Create a doorway through the restaurant in January 2012 and use space for catering

Recommendations

6. Start using incentives

Rationale

• Entice new and repeat customers to come in more often

Action Plan

• Create a separate menu insert featuring promotions

• Lunch special

• Loyalty points

Recommendations

7. Use of testimonials

Rationale

• Positive testimonials will help bring in potential customers

Action Plan

• Launch with website and update every 3 months

Recommendations

8. Loyalty program

Rationale

• Better serve customers by acting upon information obtained

Action Plan

• Acquire POS system

• Point accumulation

Recommendations

111 Queen St S, Streetsville, Mississauga, ON, L5M 6B5(905) 542-9600

251412 526 855 959

This is not a credit card. This card identifies the holder as a Saucy Grill member with the indicated account number. The right to use this card and collect or redeem points is subject to the terms and conditions of Saucy Grill’s rewards program.

Visit us at www.saucygrill.ca

Valid from 2012-2013

9. Bring in live entertainment

Rationale

• Project a unique ambiance and differentiate from competitors

Action Plan

• Start May 2012 on Friday evenings

• May include: a Pianist, a Harpist, a Violinist or some light Jazz music

Recommendations

10. Expand the use of sponsorships

Rationale

• Improve company image and brand awareness

Action Plan

• Sponsor local sports teams and community events

Recommendations

11. Update interior décor

Rationale

• Enhance the restaurants visual appeal and environment

Action Plan

• Consumer feedback

• Analyze competitors

• Start late 2012

Recommendations

Action PlanActivity Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1. Re-Launch Website

2. Maintain Website

3. Expand Catering

4. Social Media

5. Local Advertisement

6. Saucy on the Side

7. Start Using Incentives

8. Use Testimonials

9. Implement a Loyalty

Program

10. Live Entertainment

11. Sponsorships

12. Interior Décor

One Year Marketing Plan

Task Percentage

1. Re-launch the website 5%

2. Expand the Catering Business 10%

3. Use Social Media 3%

4. Expand Local Advertising 15%

5. Utilize Saucy on the Side 10%

6. Use Incentives 15%

7. Use Testimonials on Website 2%

8. Implement a Loyalty Program 20%

9. Bring in Live Entertainment 7.5%

10. Sponsor Local Teams and Events 7.5%

11. Update Interior Décor 5%

Total Budget 100%

Budget

• Track website hits

• Monitor requests for catering services

• Evaluate communication with customers

on social media pages

• Monitor distribution of flyers

• Monitor time reduced in accessing

equipment from Saucy on the Side

Monitoring & Measuring

• Monitor incentive redemption rates

• Review hits and feedback received from

testimonial page

• Monitor loyalty program

• Review feedback from live entertainment

Monitoring & Measuring

Questions