Burgerville
Transcript of Burgerville
B u r g e r v i l l eDoug AndersonMelissa Grelli
Nikki MackScott Wall
::: O v e r v i e w :::
Introduction
Market Expansion
Events & the Nomad
Sustainability
Social Media Plan
::: I n t r o d u c t i o n :::
::: M a r k e t E x p a n s i o n :::
Community is aligned with the company’s business values and sustainability efforts
Communities have embraced local food sources
The impact on the company’s supply chain and its ability to establish new relationships in local markets
Criteria
::: M a r k e t E x p a n s i o n :::
Salem, Oregon
Hood River, Oregon
New neighborhoods in Portland
Supply Chain
Corvallis, OR
4 million people in metro area
One of the top green cities in America
Young, culturally rich population
2nd largest city in Oregon
University town with a young, socially conscious community
Consistently among the greenest cities in America
University town with a young, socially conscious community
::: M a r k e t E x p a n s i o n :::
Eugene, ORSeattle, WA
Community Fit
::: M a r k e t E x p a n s i o n :::Integration of the Nomad
**Use Albany, OR and Centralia, WA restaurants as docking ports for the Nomad**
Provides access to exciting and potentially new markets
Ability to assess and analyze factors (i.e. foot & car traffic, space issues, etc.)
Nomad may be used for extended periods of time in communities surrounding the ports
Ability to integrate social media and grassroots marketing to establish “recurring locations” in these cities
Establish temporary presence with the Nomad in Seattle, Eugene, and Corvallis
::: N o m a d E v e n t s :::
UO Sporting Events
Oregon Bike Racing Association
::: N o m a d E v e n t s :::OBF
::: N o m a d E v e n t s :::UO Sporting Events
::: N o m a d E v e n t s :::OBRA
NomadCarbonFootprint
::: S u s t a i n a b i l i t y :::
Inputs: Water, food, gas, propane, electricity
Uses: Cooking, cleaning, traveling
Outputs: Gray water, CO2 emissions, waste
::: S u s t a i n a b i l i t y :::
1.Quantify actual inputs
2. Look and be sustainable
3. Keep Nomad 1 around town
4. Communicate benefits to customers
::: S o c i a l M e d i a :::
Test new menus & campaigns
Align with social causes
Create vibrant eco-system
Provide meaningful metrics
Drive traffic to restaurants
Enable customer feedback
Objectives
::: S o c i a l M e d i a :::Applicability Map
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Last Call
Organically Good
Nomad Wars
HighHigh
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Business Application
::: S o c i a l M e d i a :::Campaign
‘Last Call’ Tweets: Unexpected portion sizes
Organically Good: Test ‘Food Alliance’ menu
Nomad Wars: Identify holes in market