MarketingSeafood Peddler

7/31/2019 MarketingSeafood Peddler

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Marketing

Discover a "Hidden Treasure!"The Seafood Peddler Restaurant

& Oyster Bar is just minutes from

the Golden Gate Bridge and

Richmond Bridge in San Rafael.

You will enjoy indoor and outdoor

waterfront dining, superb seafood, a

full bar, and live entertainment. Our

"New England Lobster Days" and

"Fresh Fish Market" just can't be

beat.


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Our premier marketing goal is to becomethe landmark seafood eating

establishment for Northern California.

Target Market


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Target Market

The target market does not necessarily have asophisticated palate, but is able to recognizefresh fare and discern a higher quality level of

food. Seafood sometimes can intimidate peopleand they go to places they know and feelcomfortable with. Consumers are content whenthey know that they are being served the bestquality food available to them with a value that

cannot be exceeded.


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The combination of seafood and Italian

fare at the SEAFOOD PEDDLER linksthe popularity of two widely acceptedcuisine's into one concept.


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The SEAFOOD PEDDLER is ableto leverage large inexpensiveportions of imported pasta andsauces with fresh seafood for adynamic plate presentation. The

customer receives a wonderful mealwith an excellent price to valuerelationship.


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The alternative for the targeted

customer is a more expensive meal withan intimidation factor, where food qualitymight be comparable, but portions aretypically less abundant and usually not

as good.


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For the past year we have conducted

much research evaluating potentiallocations throughout California and theWestern region of the United States andhave chosen the San Francisco Bay

Area's Marin County, California as themost logical starting point for our Westernexpansion effort.


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According to an article in the Los AngelesTimes as the U.S. Census Bureauprepares for Census 2000, demographersalready are predicting that the nation'smost populous state will continue to growfaster than any other adding nearly 18

million people to California's populationby 2025.


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Furthermore, a recent article from

The Wall Street Journal reported

that California's economy is growingfaster than expected. Californiapersonal income is expected to jump6.1% after an adjustment for inflationand retail sales are seen rising5.9%.


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Located about 10 miles North of San Francisco,(Central Marin County) San Rafael, Californiademographics demonstrate the ideal customer for theSEAFOOD PEDDLER operation. This San Franciscosuburb community just North of the Golden Gate

Bridge is inhabited by educated workingprofessionals with an average income of $70,460.00annually. Marin County provides a great market forour concept as the economy is on the rise and offersan "A" location opportunity.


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An "A" location is surrounded bymiddle and upper class incomes,

over 100,000 people within a 5 mileradius, and many commercialfacilities. There are many retail

shopping centers and malls, andseveral office buildings.


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Marin County, specifically San Rafael is an ideal areafor an "A" rated location as there are 133,280 peoplewithin a 5 mile radius, 278,778 within a 10 mileradius, (these numbers are on the rise) with

an average age of 39. These demographics demonstrate an excellent

opportunity for the expansion and growth of theSEAFOOD PEDDLER operation to commence in San

Rafael, California.


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The first location we have chosen forour restaurant expansion effort is

located in San Rafael, California.

It is positioned on a frontage roadadjacent and visible to both the North

and South directions of Highway 101, amajor thoroughfare that runs throughthe entire state of California.


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The demographics suggest educatedworking professionals with averageincome of $78,594.00 annually.

Approximately 100,000 people and aheavy concentration of commercialfacilities are within a 5 mile radius of thetarget location of the restaurant.


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There are many retail shopping centers andmalls within a 2.5 mile radius and several

modern office complexes within a 2 mile radius.Restaurant industry studies suggest such alocation is ideal for a la carte dinner sales,lunch and banquet operations and the locationadjacent to the water and having an attached

marina is well suited for a seafood facility.


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In addition to prime visibility for our secured

establishment another major commodity isthe fact that it is located on the water. TheSan Rafael canal, a water outlet from the SanFrancisco Bay borders the restaurant

providing an excellent opportunity for outdoorterrace dining with a view of the water, not tomention tremendous unique promotionalstrategies.


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This landmark location comes equipped with amarina including 850 feet of waterfront with multipleboat docks, making it one of four locations in the SanFrancisco Bay Area where water enthusiasts candock their vessels and dine. Weather conditions inthis part of California are favorably conducive to

boating, sailing, and patio dining almost year roundwhich provides another advantage for increasedrevenue and further success.


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This particular establishment will

warrant approximately 365 indoor seatsplus a banquet and special eventsfacility of an additional 200 seats, as

well as outdoor terrace seating. Inaddition, there are several commercialbuildings and two major shopping

centers within a quarter mile.


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Currently there are major plans for re-development inthe area as there are commercial facilities in the

construction phase, therefore providing not onlysubstantial a la carte dinner sales, but a fantasticlunch and banquet business opportunity.

Since our establishment is situated on the water it isobviously an ideal location for a seafood restaurant

as it perfectly compliments our concept and image,and undoubtedly will be a major contributing factor toour benefit and success.


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Upon investigating the other restaurants in the areawe feel we have considerably more to offer with ouroverall quality and value. Plentiful portions with thefreshest ingredients remain at the top of the listproviding excellent cuisine with a price point that

cannot be surpassed. In addition 60% of our freshfish will be flown in daily from Maine,Boston, Massachusetts, and Rhode Island allowingvery unique menu offerings. The remaining 40% ofour menu will include local seasonal fresh fare

selections.


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Furthermore, the SEAFOOD PEDDLER will

include a "Fresh Fish Market" concept sellingboth unprepared freshly caught fish orprepared "to go" menu selections, which willinclude the SEAFOOD PEDDLER'S own

"New England Portable Clam Bake." For thecustomer on the run this concept will allow forquick fresh fish market service and/or theoption to enjoy SEAFOOD PEDDLER

delicacies at home.


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Promotion and advertising willconsist of the following:

Public Relations and MarketingInitiatives.

Promotion and Advertising


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Promotion and Advertising

Promotion and advertising will consist ofthe following:Local newspaper full menu insertsLocal press/media reviews andreleasesRadio advertising


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The SEAFOOD PEDDLER will use a multitude ofadvertising and media to promote our business.However, in the past the most successful means of

promotion has always been an impressed andextremely satisfied customer boasting about the greatmeal and tremendous value for their dollar!


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Public Relations and Marketing Initiatives.Our public relations and marketing efforts are bestdescribed as the following:Lunch Club Cards- Customers are given lunch clubcards which gives them an incentive to lunch at theSEAFOOD PEDDLER often, as they benefit byreceiving a free lunch as a reward for frequentpatronage.


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Early Bird Specials- This is aproven and highly successful

marketing strategy to promotesteady business at off-peak hours.


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Comment Cards- Comment cards

serve a dual purpose. They are anexcellent market tracking tool. Theyalso provide the customer with anincentive to return as there is aweekly drawing for a $25.00 giftcertificate.


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Gift Certificates- Our customers purchase thousandsof dollars worth of gift certificates annually. During theNovember and December holiday season alone it isnot unusual for one restaurant to generate as much

in gift certificate sales as the actual gross sales ofone day. This an excellent opportunity for loyalcustomers to share their favorite restaurant withfamily and friends, as well as promote new businesson our behalf.


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Technology Tracking- Our computerinformation system is designed to record andtrack our customers' dining and beverage

selections, and habits on an hourly basis.This information lends to menu specials andperiodic promotion strategies targetedspecifically for our customers.


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Breakthrough Marketing- Newmenu items periodically are

introduced to show menu diversityand offer the customer an incentiveto return.


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Banquet/Special Event Marketing-Banquet menus are designed anddistributed to local businesses as well

as being prominently displayed foravailability to customers in therestaurant to promote and attract largegroups for meetings and special event

functions. This strategy has proven toincrease revenue considerably.


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Waterfront/Marina Promotions- The uniquemarina and docking facility in the San Rafael,California location allows for fabulous

marketing initiatives. We will promote thisspecial commodity to all water enthusiastsand related organizations to further increaseour revenue.

Documents

MarketingSeafood Peddler