Farm Burger...Industry Trends Fast casual is the fastest growing segment of the restaurant industry Hamburger-focused restaurants have the biggest market share(30%+) in Quick Service

Farm BurgerCampaign

Table of ContentsOur TeamPg. 3

Client DirectivePg. 6

Competitor AnalysisPg. 10

Primary ResearchPg. 13

Campaign ThemePg. 22

ObjectivesPg. 23

CampaignPg. 31

EvaluationPg. 50

TargetAudiencePg. 26

FutureRecommendationsPg. 53

ReferencesPg. 55

TrendsPg. 7

Week 1Pg. 34

BudgetPg. 46

Week 2Pg. 38

Week 3Pg. 42

Our Team

“Keep ‘em Guessing”If I was a special on FB’s menu, I’d be the Daily Special

because I like to try new things and keep people guessing.

“Sunny-Side Typa Guy”If I was an item on the FB menu I would be the sunny-

side burger because I’m a sunny-side type of guy.

“Take a Break”If I was a special on FB’s menu, I would be a

farm burger and root beer float combo. Whynot take a break while supporting local goods?

Sunny-Side Burger

Farm Burger & Root Beer Float

Kayla Nichols

Abby Feltner

John DuBose

Daily Special Our Team

“Spice It Up”If I was an item on the FB menu I would be the pimento cheesefries. They’re a spicy twist on a classic side. I love finding new

out-of-the-box ways to spice up my daily routine.

Pimento Cheese Fries

LB Waschak

“Just Better This Way”If I was an item on the FB menu I would be the sweet potatofries. The world might be okay without them, but the world is

just better with them.

Sweet Potato Fries

Weihang Wang

Kelsey Brown

“Treat Yourself”If I was a special on FB menu I would be a fries and chocolateshake combo. I find self-celebration and taking a break very

important and this combo is the best way to do it.

Fries & Chocolate Shake

Our Team

Client Directive

Farm Burger gave us the opportunity to research and strategize agrand opening plan for the Athens location. To best serve FarmBurger’s goals of showcasing their brand mission, integrating back intothe Athens community, and building media relationships, the month-long campaign features events generated from key data insights.

Trends

Industry Trends

Fast casual is the fastest growing segment of the restaurant industryHamburger-focused restaurants have the biggest market share(30%+) inQuick Service Restaurants segmentGo digital - there is an increase in mobile ordering and paying as well as theuse of consumer rewards appsMore restaurants are participating in delivery by using services such asUberEats, DoorDash, GrubHub and PostmatesRestaurants are practicing sustainability by composting, tracking food wasteand donating leftovers to charities

Digital Fast Casual

DeliverySustainability

Consumer Trends

Consumers are more concerned with sustainability andenvironmental responsibility Consumers practice sustainability by using metal straws, recycling,limiting the use of single-use items, limiting water use, etc.There's an increased demand for quality, good-for-health mealsConsumers are prioritizing convenience, causing a shift towardmobile ordering and delivery services

SustainabilityResponsibilityQuality

Convenience

Competitor Analysis

Competitor Analysis

Location: Milledge AvenueDirty South Trivia and drink specials every Monday and Wednesday“Sunday Hangover Sessions” - live music and drink dealsQSR’s 40/40 List for 2020: America’s Hottest Startup Fast Casuals

Location: Washington Street (Downtown Athens)Partners with Bigger Vision of Athens to feed the homelessVoted Best Burger in TownNo known events or deals

Location: Epps Bridge Center$1 off beers every MondayWell-known among locals and families, but not studentsNo known events

Grindhouse

Clocked

Groove

Competitor Social Media

Grindhouse Clocked Groove

Primary Research

Research Objectives

Determine which groups ofpeople are most likely to go toFarm Burger, and why.Find out how frequently thisgroup would be willing to go toFarm Burger. Divide our target audience intoseparate demographic groups(students, locals, etc.) anddevelop strategies for reachingthese different groups.

Find out what consumers likemost about Farm Burger and itscompetitorsDetermine what promotionalactivities offered by therestaurant would be the mostappealing.Discover how our different TAsreceive information about newrestaurants in Athens

Discover people’s knowledge ofand attitude toward restaurantsustainabilityDetermine the best way toeducate consumers aboutsustainability in terms ofmarketability for Farm Burger.Determine what would gain theattention and business ofvegans and vegetarians in theAthens area, and why.

1 2 3

Research Method

We composed a 37-question survey via Qualtrics thatwas disseminated to Athens locals and students.

Questions designed to measure

- Convenience sampling technique - 192 respondents (finished)

- Demographic information (income, age, asdffaethnicity, gender, neighborhood of residence, etc.) - How consumers receive information about new rasdfarestaurants in Athens - Consumer dining habits (frequency, what makesasdfasa restaurant appealing, etc.) - Sustainability’s personal importance to respondents

Survey

Questions

Demographics

Findings

Students Locals

Top 3 Competitors

Favorite dining style

Restaurant aspect(s)they like the most

Frequency of restaurantdining per month

Clocked,Grindhouse,McDonalds

Grindhouse,Clocked,

Groove Burger

Fast-casual Fast-casual

Food,Affordability

Location, Food

3-5, 6-8 3-5, 9 or more

Findings

Students Locals

Restaurantsustainabilityimportance

How they discovernew restaurants

Popular localpublications

Attractive promotions

“Neutral”

Social Media, WOM,

Local Publications

WOM, Social Media,

Local Publications

Red and Black, Flagpole

Athens Banner-Herald, Flagpole

Entertainment, discounts,

free giveaways

Entertainment, discounts,

free giveaways

“Neutral”

Sustainability (and restaurant sustainability) is not as important to theseconsumers when making restaurant decisions. The same promotional activities were attractive to both consumer groups. The existing consumer base in Athens (or those we surveyed who havealready heard of Farm Burger) is a huge asset for current and futurecampaigns.

Key Insights

12

3

Respondents who have heard of Farm BurgerStudents Locals

What was your first impressionof the restaurant?

What aspect of your dining experiencecontributed to your impression of therestaurant the most?

How likely are you to visitFarm Burger Athens?

Would learning about thesustainability practices of Farm Burgermake you more likely to visit?

Do you know the difference betweengrass-fed and grass-finished beef?

Are you particular about where yourbeef comes from?

Good (23), Excellent (11), Average (11) Excellent (8), Good (16), Average (8)

Food Quality (28), Brand Mission (10),Environment (5)

Food Quality (16), Brand Mission (8), Environment (6)

Highly likely (18), Likely (18) Highly Likely (10), Likely (16)

Yes (22), Maybe (13), No (10) Yes (16), Maybe (10), No (5)

No (22), Yes (17), I’m not sure (6) No (17), Yes (13), I’m not sure (2)

No (25), Yes (11), I’m not sure (9) Yes (15), No (15), I’m not sure (2)

SWOT

Strengths Weaknesses

Opportunities Threats

Sentiment towards the brand is positive (allrespondents rated their experience asaverage, good or excellent)The brand mission is well-received and thecommunity values sustainabilityNone of our top competitors place a heavyemphasis on sustainability

Sustainability is important to thetarget market, but it is not a decidingfactor when choosing a restaurantLack of awareness regarding thedifference between grass-fed andgrass-finished beef

Initial brand awareness is already at 40%The location is attractive to locals and studentsUnique opportunity to educate the public ongrass-fed vs. grass finished beef, sustainablefarming, etc.Potential to develop new partnerships with localfarmers

Clocked and Grindhouse are inclose proximity and well-establishedin the communityStudents may be drawn to fast-foodrestaurants (such as Wendy’s onPrince) as a result of cost

Coming Back to the Classic City

Campaign Theme

Objective 1Strengthen Media Relationsand Social Media Presence

Objective 2Appeal to the

Athens Community

Objective 3Showcase

Sustainability Efforts

Target Audience

Businesses aligning with their values

Care about personal health benefits

Overall concern about theenvironment/sustainability

Value food quality/taste

A kid-friendly atmosphere

A wide variety of menu options

Plenty of parking areas

Pick up or delivery options

Frequent social media users

Word of mouth

Target Audience Overview

Demographics Psychographics Behaviors

Live in Athens Students & college students Young professionals Families and kids Monthly income>1k All genders

Persona 1

Fraternity Floyd

About- UGA student- Age range of 18-23- Part-time job at UGA Rec Sports Hobbies- Fraternity activities- Intramural sports HabitsTries new restaurants seen on social media Brand EngagementWants to be engaged through social media Why Farm BurgerHe enjoys fast-casual environments, affordablemenus and the option to get a beer with dinner

About- Young professional in a creative field- Age range of 22-30- Lives in Five Points neighborhood Hobbies- Visits farmers markets and breweries- Watches new movies with friends HabitsSupports local businesses and brands withpositive missions Brand EngagementWants to be engaged through Instagram storiesand giveaways Why Farm BurgerThe positive, sustainable mission aligns with herpersonal values

Persona 2

Young-Adult Annie

About- Mom of three- Age range of 30-55- Married to a UGA professor Hobbies- Gardening and working outdoors- Taking her kids to restaurants, parks and movies HabitsInvolves herself with the Athens community Brand EngagementWants to be engaged through local publicationsand Facebook Why Farm BurgerShe values locally sourced businesses and wantsto raise her kids to as well

Persona 3

Momma Mary

Campaign

Timeline

A 3-week opening campaign with 1 event per week and 1 in-store promotion per week.

Who we are

Celebrating our home

Celebrating sustainability

Timeline

Week 1: Building buzz, generating media

content and starting conversation.

Week 2 (campaign peak): Drawing in customers with grand opening event.

Expecting to see an uptake in sales.

Week 3: Using community attention to showcase

sustainability practices and spread brandmission.

Invitation-only event (5:30 p.m. - 7:30 p.m.)

Menu SamplersMeet the foundersRibbon-cuttingFarm Burger opens to the public after this event

“The Soft Opening”

- Local Small Business Owners- Chamber of Commerce- Employees- Local Journalists

ObjectivesNetwork with other small businesses, build buzz around the grandopening, get media exposure for the new location and Farm Burger as awhole. Event PartnersAthens Chamber of Commerce

Week 1 - Who we are

Flyers on campus and around Normaltown that contain opening date, as well as a map of theSoutheast with pins for where each Farm Burger supplier is. Behind Farm Burger Blog - an in-depth version of the social media campaign detailing thesustainability practices of the farms and how Farm Burger benefits the local communityRadio spot featuring Jason Mann telling the story of Farm Burger’s roots in AthensPitch the ribbon cutting event to The Red & Black, Athens CVB, Guide to Athens, Athens BannerHerald, and Flagpole: “Farm Burger’s Coming Back to the Classic City”- story on Farm Burger’sorigins and Jason Mann’s return

Partner with Piedmont Provisions, Phickles Pickles or Classic City Bee Honey to create a burgerthat represents AthensPartner with Terrapin for a pop-up to introduce the burger to new markets

Public RelationsDisseminating information about Farm Burger’s various farms and locations.

Weekly PromotionThe Classic City Burger- A menu item dedicated to Athens Event partners

Week 1 - Who we are

Coloring pages illustrating the farms of FB partnersHighlights FB partners and locally sourced goods Hand out in restaurant with crayons

Educational Program “Meet Our Farmers” Coloring Book

Week 1 - Who we are

#BehindFarmBurger - One story a day about FB’sfood, team, service, farmsBegin promo for next week’s activities

Social Media Strategy

Week 1 - Who we are

Mon. Tues. Wed. Thurs. Fri. Sat. Sun.

About the owner

About the team

About the mission

About the farms

About the menu

About the cows

About the

ingredients

Art show & mic night

promoCall

for artists

Try the “Classic

City Burger!”

Art show& mic night

promo

Try the “Classic

City Burger!”

Art show& mic night

promo

Picture of coloring

books

A full day event to celebrate the culture of Athens and Farm Burger’s new home in the community.

An art show featuring local artists and student artists that participated in the social media art call.The art will be displayed throughout the interior of the restaurant

An open mic night open to local musiciansPartnership with Nuçi’s space for music equipmentA closing performance by local Athens band, Shameless JamesFeaturing a deal on beer from local breweries

“The Art of Athens” - The Grand Opening

Day (1 p.m. -5 p.m.)

Night (8 p.m. -Closing)

ObjectivesShow support for the local community, create social media buzz, and draw in new customers Event PartnersAthens Art Association, Lamar Dodd, Nuçi’s Space

Week 2 - Celebrating our community

Flyers on campus, downtown and in Normaltown featuring the open mic night and art showArt contest - winner will be featured on our Behind Farm Burger blog, receive a Farm Burger giftcard and have his/her work featured in the restaurant Distribute coupons to the dorms and the main apartment complexes near the new locationPitch the community events to The Red & Black, Athens CVB, Guide to Athens, Athens BannerHerald and Flagpole: “Farm Burger Celebrates the Classic City”

Offering a percent-off discount for participating in a social media campaign dedicated to AthensTag Farm Burger in an Instagram story, Instagram post or Facebook post saying what Athensmeans to them Those who participate receive 15% of their meal

Public Relations

Weekly Promotion


Promotes community eventsHighlights local schools and customer creativityPromotional items for Farm Burger and partnersPromotional items for local farmsInformational materials about Farm Burger

Educational ProgramCommunity Bulletin Board Showcased in the restaurant


Showcase food on the Farm Burger menu as homecoming parade “floats”

Tag FB on social media with “what Athens means to me” for 15% meal discountFacebook Live Stream & Instagram IGTV of the Open Mic Night

Social Media Strategy#FarmBurgerHomecoming

- Builds connection with UGA community & introduces menu items


Homecoming graphic #1

Art show& mic night

promo



promo



Weekly promo details

Weekly promo

Weekly promo


promo

Picture of bulletin board

Pictures from event

Stream/IGTV of open mic night

Recap of art show

Recap of mic night

Host a Farmer’s Market on location. Allow some vendors to set up inside and others to set up outside therestaurantGive customers an opportunity to meet the farmers behind Farm Burgerand explain how sustainability plays a key role in operationsAllow UGA organizations with the mission of sustainability to set upinformational booths

“Classic City Harvest” A day time event (11 a.m. - 2 p.m.) meant to shine a light on Farm Burger’sbrand mission and the importance of Sustainability.

ObjectiveBring attention to Farm Burger’s brand mission and sustainability efforts. PartnersUGArden, UGA Ag Department, UGA Environmental Health Sciences Club andEnvironmental Law Association

Week 3 - Celebrating sustainability

Flyers on campus, downtown and around Normaltown advertising thefarmer’s marketGiveaway - Free date night for two - participate in five day social mediachallenge to be entered to winBehind Farm Burger blog featuring the local organizations that wepartnered with as well as subsequent posts about tips for practicingsustainability in your communityPitch the Farmer’s Market to The Red & Black, Athens CVB, Guide to Athens,Athens Banner Herald and Flagpole: “Farm Burger Celebrates Sustainabilitywith the Classic City Harvest”

Offering a percent-off discount for biking/walking to Farm BurgerPost on Facebook and Instagram 15% off meals for people who bike or walk to Farm Burger

Public Relations

Weekly Promotion


Stations in the restaurant to promote sustainabilitythrough informational materials and crafts.Composting at home and in businessRecycling at home and in business Grass-fed versus grass-finished Locally sourced goods

Educational ProgramSustainability Stations


Show the sustainability efforts of Farm Burger on social media Educate audiences how to eat healthy and encourage themto participate in the sustainable diet challenge to receiveFarm Burger coupons

Social Media Strategy #SustainabilityWeek Challenge



Eat organic day, farmer’s market

promo

Local food day,farmer’s market

promo

No plastic straw day, farmer’s market promo

Fruit/veggie day,farmer’s market

promo

Tap water day,farmer’s market

promo

Farmer’s Market reminder + photos

Farmer’s market recap

Bike/walk promo

Free date-night giveaway

Pictures of exhibits

#BehindFarmBurger

blog

Bike/walk promo

“Thank you for celebrating

sustainability!”

Free date night

winner

Budget

Total$2,824

Week 1 Budget

Week 2Budget

Week 3 Budget

Evaluation

Short Term - Following Campaign

10-20% spike in business on “Sustainability Discount Day” compared to days with no promotion.

50 social media posts about Farm Burger from consumers during 3-week campaign period.

11% increase in knowledge on Farm Burger’s sustainability practices among consumer base.

123

Long Term - August 2021

10% increase in brand awareness among consumers inAthens (up from 40%).

1,000+ followers on Farm Burger’s primarysocial media accounts.

15% increase in positive brand impressions amongexisting consumer base in Athens (up from 75%).

123

Future Recommendations

Future Recommendations

Tuesday trivia, Wednesday burger discounts etc.

Twilight Criterium, Wildwood Revival, AthFest

Athens Land Trust, UGArden, Full Moon Farm, Healing Path Farm, Williams Farm

Recurring/weekly promotions

Prioritize defining and attracting new consumer bases Advertise in the Normaltown location continuously Create separate Farm Burger social media accounts for the Athens location Event partnerships

Partner with gardening and produce farms in Athens

https://restaurant.org/research/reports/state-of-restaurant-sustainability https://www.forbes.com/sites/solitairetownsend/2018/11/21/consumers-want-you-to-help-them-make-a-difference/#2e7c2ea26954 https://www.athensga.com/https://www.libs.uga.edu/athens/organizations.html https://uga.campuslabs.com/engage/organizations?categories=7624 https://www.visitathensga.com https://www.rd.com/food/ways-fast-food-will-change-in-2020/ https://www.fastfoodmenuprices.com/trends-fast-food-industry/ https://www.franchisehelp.com/industry-reports/fast-food-industry-analysis-2020-cost-trends/

References

Coming Back to the

Classic City

Documents

Farm Burger...Industry Trends Fast casual is the fastest growing segment of the restaurant industry Hamburger-focused restaurants have the biggest market share(30%+) in Quick Service