Urban Dish Final Presentation

11/2/11

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Urban Dish CONFIDENTIAL – not to be shared without wri>en consent

Aaron Lyons|John Hale|Courtney Eder|Megan Turner May 2, 2011

© urban dish 2011

– change the way you eat.

$11 guest check 5 step process 20-‐30 min

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© urban dish 2011

situation analysis

$600 billion Foodservice industry

$25 billion Fast casual industry

5% growth-‐2014

$84 billion lunch away from home

9% growth-‐2014

Downtown Austin: $1 billion

125k daily lunch patrons

© urban dish 2011

competitive analysis

naJonal

regional

local

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© urban dish 2011

target market analysis

© urban dish 2011

positioning statement

“revitalizing eating experience”

encompasses food &

experience

alignment with premium pricing

fresh/healthy overused

tagline: “change the way you eat”

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© urban dish 2011

message strategy

Generate

reception using emotion, humor, story

Communicate shared values

fun, trendy, energizing

Create central/affective impact

© urban dish 2011

media strategy

Direct Marketing

Sales Promotion Public Relations

Traditional

Brandable Moments

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© urban dish 2011

advertising: print ads

wh

at

did

yo

u e

at

for l

un

ch

to

da

y?

wish

you

ha

d a

be

tter o

ptio

n?

it’s

time

to

ch

an

ge

th

e w

ay

you

ea

t.

it’s time to change the way you eat.

www.eaturbandish.com

© urban dish 2011

sales promotion

how we get them in the door

Leverage unique tactics to get them talking and keep them coming back

urb

anh

ydra

tion

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© urban dish 2011

public relations

Dish it back.

© urban dish 2011

direct marketing: direct mail

it’s here.

@getdished urban dish



buy one get one FREE

Offer expires 3/1/12. offer valid for plates,

bowls, wraps, or salads COUP3458

Jan 2012

so close you can taste it.




Dec 2011

it’s coming.




Nov 2011

$4,500 cost

9,000 impressions

3,000 reach

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© urban dish 2011

direct marketing: iPhone app & loyalty program

order

1. style plate bowl wrap salad

2. protein

……..9 ……..8 ……..7 ……..8

chicken steak shrimp salmon ahi tuna

…+2 …+2 …+2

same as last time; shrimp bowl

© urban dish 2011

integration

central peripheral

• Sampling • Events • Ratings & reviews

PR PR

SP

• Dish Loyalty • Social Media & Apps (SP & DM) • In-store promos • Get Dished, Dish It Out

SP DM

SP

SP

• Dish Loyalty • Social Media & Apps S P & • In-store promos • Get Dished, Dish It Out

SP

SP DM SP

trial

aad (attitude toward ad) OR

situational involvement

attention & awareness

reception, knowledge & awareness

belief/attitude (cognitive) OR

strong emotions (affective)

purchase

repeat purchase & loyalty

• Coupons • Events

SP PR

• Print ads • Guerilla mktg. • Facebook viral • Direct mail • Events/community involvement

AD AD

DM

PR

AD

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© urban dish 2011

measurement




buy one get one FREE

Offer expires 3/1/12. offer valid for plates,

bowls, wraps, or salads COUP3458

COUP3458

urbandish

questions?

Documents

Urban Dish Final Presentation