Smashed Waffles Marketing PlanGroup 7

Madison Freeman

Megan Kent

Daniel McCoy

1. Executive SummarySmashed Waffles is a stand-alone café offering uniquely crafted waffle dishes and all the

commodities of a large chain coffee house. The storefront offers hand-crafted waffles in a large variety of flavors and combinations, introducing new experiences to consumers on a regular basis. The location also provides single origin coffee, allowing our customers piece of mind knowing they are shopping local in more ways than one. Our customers can expect variation in recipes, but never a variation of service. As the sole location offering the Smashed Waffle, our reputation for impeccable meals is punctuated by our creative and friendly staff. Smashed Waffles creates a fun and decadent atmosphere for gathering over great food.

The target market for Smashed Waffles consists primarily of residents, aged 18-24, residing within the town limits of Greenville. The market looks to encompass young adults who are traveling before noon, allowing the busiest time of day to remain breakfast through brunch. This can include students, which make up a large part of the Greenville population. The target market also singles out the members of the community who have expendable income. Members of the market are not necessarily health conscious but are extremely interested in the ‘foodie’ ideals. These market members are present on social media as online advertising is the primary source for all advertising efforts.

Key marketing strategies include social media presence and food truck presence at local events. The social media movement is powerful and is a relatively inexpensive marketing strategy, although it is more time consuming as it requires constant attention and updating. The food truck also remains an effective marketing strategy as the truck itself acts as the advertisement while also allowing for immediate sales. It’s mobility means a greater number of the target market can be reached at optimal times.

Our current primary objective is to open two more locations by December, 2019 and increase sales by 20% by February when compared to the sales from February of 2018. The marketing mix will be the tools through which we achieve these goals. The logo and wrappers utilized in the storefront are also used in the food truck, making the products more easily recognizable. Between volume and promotional pricing, the costs stay competitive and accessible.

With this marketing plan in place, Smashed Waffles aims to produce over $50,000 in profit over the next year, with a flat goal of 50 waffles per day over the course of the year. This marketing plan, if implemented by a marketing manager, will cost approximately $28,155.00 per month.

1

2. Internal Analysis. 2.1 Company Profile.

Smashed Waffles is a one-of-a-kind waffle and coffee shop. Our unique waffles are made from scratch using our signature dough before getting smashed in our premium waffle presses. Once successfully smashed and baked to a golden brown, we top them off with our delicious toppings to create a tasty snack waffle that can be enjoyed at any point in the day. If you are looking for something more substantial, our Waffle-Wiches combine the fun of Smashed Waffles with traditional breakfast sandwiches. Our Single Origin Coffee can be traced from farm all the way to your cup. Roasted locally in North Carolina, we make sure only the best is served in a Smashed Waffles cup. We also offer a food truck that can be booked for events. Our diverse menu is topped off by our “Waffle of the Week”, featuring a new waffle every week. There will always be something new to try.

2.2 Vision Statement.Our vision is to make the best waffles you've ever tasted built upon our core pillars of fun, flavor, and culinary innovation.

2.3 Mission Statement. Smashed Waffles is a unique fusion of gourmet waffles and coffee shops with something for people of all ages.

2.4 Organizational Excellence.The shared values of Smashed Waffles are to make one of a kind, out of the ordinary creations. The corporate culture is untraditional, with creations inspired by the staff’s crazy personalities.

3. External Analysis. 3.1 Sociocultural.

Young people are the most likely to dine at casual restaurants and coffee shops. Whether it’s to meet with friends, go on a date, or get work done, technology is involved in their decisions more than ever. Not only are review apps such as Yelp very popular when choosing a location, apps such as Instagram and Snapchat make the visuals and aesthetics of the food and restaurant just as important as the taste itself to some people. Farm-to-table foods and green dining is another main trend shaping the future of casual eating (Patel, 2017).

3.2 Demographic.The population of Greenville is approximately 91,500 people, 42, 271 (46.2%) are males and 49,226 (53.8%) are females. The city is 50.9% white and 38.3% black. The median age of residents is about 26-27 years old and the median household income is about $36,806. For citizens aged 25 or older, 92.1% have a high school education and 35.4% have some college education with 15.7% having a graduate degree. Being a college town, a majority of Greenville works in educational services, (15.5%) while another large portion of the population works in health care, (13.3%) with the area’s largest hospital, Vidant Medical Center, being located in Greenville (city-data, 2016). One of the largest markets in Greenville however is located in the

2

students that attend East Carolina University. ECU is 67% white and 16% black or African American. 59% of the 29,131 students are female and 41% are male (ECU OED, 2017).

3.3 Competition. The food industry is diverse and growing in popularity again. The industry operates in monopolistic competition. Not only are companies competing with other restaurants that make the same kind of food, but they are indirectly competing with any place that serves food. There is not an easy entry into the industry because companies must compete with nationally recognized brands, as well as current local favorites. The Scullery is an example of a local restaurant that Smashed Waffles would compete against. The Scullery serves breakfast food all day in addition to their coffee, ice cream, and various eats. Based solely in Greenville, The Scullery is a local favorite that does not utilize digital marketing to their advantage. Their prices are reasonable, but not cheap. They thrive off fresh food delivered straight from local farms and the atmosphere that comes with it. However, they lack a website and their only online presence is a Facebook page. Smashed Waffles is also competing against other coffee shops such as Starbucks which is a nationally recognized brand. They do a lot of their promotion through various anticipated seasonal items such as the Pumpkin Spice Latte. Their strengths come from strong customer loyalty and a laid-back atmosphere where people can come to do work (using the complimentary wi-fi) or meet up with friends or coworkers. Starbucks underperforms in the food aspect of their coffee shop, all items are pre-made and often not fresh. Competitive trends in the food industry include mobile ordering and complimentary wi-fi.

3.4 Regulatory. The Pitt County Environmental Health Division oversees restaurant sanitation for Pitt County. Restaurants are divided into one of four categories based on diversity of menu and type of customers to determine how often a restaurant needs inspected. These inspections are graded based on regulations set forth by the state. If a restaurant scores less than 70%, their establishment’s permit gets taken away (Pitt County).

3.5 Economic. The United States currently has a GDP of over $18.5 trillion (World Bank, 2018). The economy is currently growing at about a 4% rate (Taborda, 2018), with a 3.9% unemployment rate (Bureau of Labor Statistics, 2018), and a projected 2.54% inflation rate (Statistica, 2018). The U.S GDP is expected to rise to 2.8 percent in 2018, followed by 2.4 percent and 2.0 percent in 2019 and 2020, respectively. The unemployment rate is expected to drop 3.6 percent in 2018, then 3.5 percent in 2019 and 2020 (Amadeo, 2018). The economy has many strengths and weaknesses with one weakness being chronic trade deficit, which is when imports outweigh the value of U.S. goods exported to other countries. A strength is that the U.S. government is also dominated by privately owned businesses and only some government-owned businesses. (Encyclopedia Britannica, INC, 2018)

3.6 Technological. The United States rank 4th in overall innovative rank and then 7th in overall best country rank as of 2017 (Trimble, 2017). In terms of technology United States is a leader in technological innovation with thousands of new startups year after year, and successes such as Amazon, Apple, Google, and eBay. As of the food industry technological innovations in the US have been

3

Bluetooth temperature sensors, scheduling software, digital tables, tabletop tablets, automated purchase tool, and digital inventory trackers. (Keane, 2018)

4. Market Segmentation.4.1 Market Segment One.

The geographic location of this segment extends to a radius of approximately 30 minutes in any direction from the storefront. This market segment makes up approximately 65% of our customer base. These customers are looking for reliably high quality food and personal service that feels unique and exclusive to the area. While not separated by gender, the age range is predominantly between 18 and 34, which is approximately 44.6% of the city’s population (Greenville). This encompasses the majority of young professionals in the area. These are consistently customers who are leaving their residence between 5:00 a.m. and 8:00 a.m., making an exciting breakfast option a treat for a productive day of work or classes. While the students would have the lowest amount of expendable income, they would still be included in the market segment as they make up a significant percentage of the area’s population and are prone to spending their extra cash on social activities. Millennials spend their money on social activities often, with 79% of them spending their money on eating at hot restaurants (Elkins).

4.2 Market Segment Two.The smaller segment will be dedicated to the tourist population of the area. With local events, school functions, and prospective residents travelling past the storefront on a regular basis, the opportunity to market to the tourist group is vast. In 2017 alone, tourists spent $246.72 million in Pitt County (Visit NC). These customers are seeking a local business to check out while in the area and need to eat, with 9.4% of tourists spending a majority of their money on food (Tarabanov). Many are travelling for the football games, which are generally held on the weekends (Greenville), encouraging travelers to stay overnight. This opens the opportunity for a breakfast outing the following morning. Many tourists spend their money on food, with Visit NC reporting that across North Carolina, tourist spending on food accounts for $8,228.2 million.

4.3 Target Market.Our target market will be the first segment, as it is the larger of the two and will allow for the most effective marketing.

5. Marketing Strategy5.1 SWOT Analysis.

Strengths

Lots of customization options

Strong social media following

Positive reviews

Weaknesses

Might be seen as a “trend” restaurant

No meal or combo options

4

Options for quick bites or sitting down

All-day menu

Complimentary Wi-Fi

Possible expansions to other college

towns

Small building

Opportunities

Mobile app and/or mobile ordering

Rewards program

Growing economy

Threats

Healthier options are gaining

popularity

Other restaurants have more diverse

menus

Cheaper options

5.1.1 Strengths. Lots of customization options: The waffles can be made many ways. They can

be served as just a waffle, with 6 different topping options including the Waffle of the Week giving a new option every week. They also can be served as either a smashedwich or an ice cream smashedwich, which are sandwiches that use waffles for buns. The smashedwiches are spins on classic breakfast sandwiches while the ice cream smashedwiches are spins on ice cream sandwiches.

Strong social media following: Smashed Waffles does great on social media for being a small business. Their Instagram and Facebooks both have about 10,000 followers, and their Twitter has 1,000 followers of its own.

Positive reviews: With a 4.9 out of 5 on Facebook, 4.5 stars on Yelp, and 4.6 stars on Google, Smashed Waffles has a lot of people saying good things about them.

5

Options for quick bites or sitting down: Waffles at smashed waffles are great if a customer just wants a snack, while the wafflewiches are a more substantial alternative.

All-day menu: The benefit of having an all-day menu comes from how Smashed Waffles is available whenever a customer wants a sweet snack.

Complimentary Wi-Fi: Complimentary wi-fi encourages customers to sit down in Smashed Waffles and enjoy a coffee and a waffle while working.

Possible expansions to other college towns: Smashed Waffles is having a lot of success in Greenville and has proven that their business model has succeeded in the college town market. There is potential here to expand to other college towns.

5.1.2 Weaknesses. Might be seen as a “trend” restaurant: Smashed Waffles is a one-of-a-kind

restaurant. With this, they must try extra hard to keep customers coming back and not just trying the waffles once.

No meal or combo options: While the wafflewiches are more substantial options than just a waffle, there is no option to add a drink or anything to encourage customers to spend more money.

Small building: There is not a lot of seating available at Smashed Waffles. This could lead to more to-go orders and less customers enjoying the complimentary wi-fi. To-go orders mean that customers will not be able to add onto their order after they get their food. Additionally, the building size does not lend itself well to long lines.

5.1.3 Opportunities. Mobile app and/or mobile ordering: Mobile apps offer many benefits to the

customer and company such as cutting down on time spent in line, while mobile ordering increases customer spending because they spend more time deciding (Restolabs, 2017).

Rewards program: Rewards programs also lead to more customer spending. For example, Starbucks Rewards members make up 39% of the company’s sales (Starbucks, 2018).

Growing economy: The US economy is growing at about at 4% rate and expecting to keep growing (Taborda, 2018).

5.1.4 Threats. Healthier options are gaining popularity: According to the NPD Group,

millennials eat 52% more vegetables than older generations (Patel, 2017). With the popularity of healthy food especially among the target market of Smashed Waffles, there is some cause for concern here.

Other restaurants have more diverse menus: Smashed Waffles serves two main items. Waffles and coffee. While many people like at least one of those, customers are only going to go to Smashed Waffles when they want a waffle or coffee. Other restaurants have more diverse menus so customers can go back for multiple different dishes.

6

Cheaper options: While Smashed Waffles is not the most expensive option out there, there certainly are cheaper options and in a college town where students are on a tight budget, it might be hard to gain their business.

5.2 Product Life Cycle.Restaurants go through a life-cycle of introduction, growth, maturity, and before a decline (etravelweek, 2015). Smashed Waffles is in the growth stage of the life cycle. Although only opening late in 2017, the business has done fantastic for such a short time and can now look at options such as expanding and see the business gain market share. The business is past the initial stage of introduction, but not quite at the level of stability that a mature restaurant has.

5.3 Product Position.Smashed Waffles can be categorized as a “fast casual” restaurant. It is of paramount importance to us to provide our customers with a warm, welcoming and trendy atmosphere to dine in. Whether you’re enjoying your waffles with friends, family, co-workers or study partners, smashed waffles aims to make each visit even better than the last. Customers can call in and take their waffles or coffee to go, or stick around to get the full experience of what smashed waffles has to offer.

5.4 Competitive Advantage.Smashed Waffles strives to meet the needs of every customer; therefore, we offer waffles that are sensitive to all diet restrictions while still maintaining our unique style and offering more toppings than any other restaurant. Our competitors may provide waffles that are to your satisfaction, but they can not beat our waffles that are scratch-mixed daily with sweet yeasted dough from our locally sourced ingredients as well as our outstanding customer service, welcoming environment and freshly brewed coffee to go along with it. Smashed waffles also offers a food truck for all your catering needs. Our menu is simplified for customer convenience and our prices are unbeatable. Customers can get a dozen of our golden brown on the outside,

7

fluffy on the inside, uniquely crafted waffles for only $19. Our freshly brewed coffee starts at $2, lattes $4 and cold brew coffee for only $3.

5.5 Product Development Strategy.The development strategy smashed waffles will follow is market penetration because it is an existing product in an existing market. To implement this strategy, smashed waffles takes something as simple as waffles and coffee and transforms it into an experience along with the meal. Customers can reach out to us and tell others of their experience through Facebook, Instagram, Twitter and Snapchat. We also offer a service that many other competitors don’t which would be our food truck for catering. We intend to closely monitor trends, to adapt to changes while still maintaining our unique style. To keep our product in the market we will maintain the quality of our waffles while still making it a priority to expand our menu to provide customers with even more choices.

6. Company Objectives.Our main objective for smashed waffles is to increase sales by 20% by February, 2019. Another goal would to be to expand our restaurant by opening up at least two more locations in North Carolina, past our two current locations in Greenville and Raleigh by the end of next year. These locations would include Wilmington and Charlotte.

7. Marketing Mix.7.1 Product.

Our waffles are served on silver trays with black and white checkered paper on top. Our to-go waffle orders are served in brown pizza boxes with the same black and white checkered paper. The packaging also says “#GETSMASHED” with our famous emoji with “waffle” eyes. We do not change our product packaging or labels because they are original and unique and that adds to the experience. We always aim to provide the highest quality products to our customers and try to add new toppings as often as possible to keep up with trends. Our products do not have to be modified often to be better than our competitors because even our original flavored waffles are higher quality, however, unlike competitors, we also offer waffles that are sensitive to all diet restrictions. With a combination of a crunchy shell and chewy inside, our waffles are the best you will find. The atmosphere of the restaurant is very trendy and targets our young adult market very well with regular tables to sit down or high seats with a view of uptown Dickinson Avenue. There is also outdoor seating for the summer months. Our staff’s main goal is to bring a fun spirit to the restaurant and make it a place you want to come back to. Our employees all wear our stylish Smashed Waffles apparel as well as a smile. The customers also are able to watch as their waffles are smashed because all of our orders are made right behind the counter.

8

7.2 Price. The prices of our waffles are slightly lower than most competitors. The quality of our waffles are substantially higher but the size of the waffles are a little smaller making up the price difference. Our pricing strategy mostly consists of volume pricing. Customers can order one waffle for $3, three waffles for $8, six waffles for $15 or twelve waffles for $19. Smashed waffles also uses promotional pricing as an incentive for customers to dine with us. For every fifth order on separate occasions and when you spend the minimum of $10, customers can use their loyalty cards to receive 50% off of their order. This keeps customers. First time customers always receive 10% off of their first order with the purchase of two or more waffles. We use prestige pricing as well, as even though our waffles may be cheaper they are smaller as well but the quality makes up for it.

9

7.2.1 Breakeven Analysis.For 20 waffles the ingredients used are as follows:

Ingredients Amount Cost

Dry Yeast 2 1/3 teaspoons $0.50

Sugar 2 tablespoons $0.036

Milk ¾ cup $0.26

Butter 1 cup $0.30

Vanilla Extract 3 teaspoons $0.63

Flour 3 cups $0.48

Fixed Costs

Rent $3,500

Employees $2,655

Salaries $16,500

Utilities $1,000

Supplies $1,000

Marketing Budget $3,000

10

For our fixed costs, we used the average cost of rent, the average cost for utilities and the average cost each month for 10 employees (3 full-time, 7 part-time) working at $9 an hour. We also have two managers who will rotate shifts at the store making $54,000 a year for a monthly cost of $9,000 total (salary, 2018). Another position is our new marketing manager who will make $90,000 a year or $7,500 per month with a budget of $3,000 per month (salary, 2018). The variable costs for each waffle are $0.11 per waffle, which our company then sells for $3 apiece when sold separately.

Breakeven point = Fixed costs / (Unit selling price – Variable costs):

9,569.20 = $27,655$3−$0.11

Using this formula, the breakeven point in units is to sell 9,570 waffles (units) or sell $28,710 worth of waffles (price).

7.2.2 Price Determination.

In our business, we will use cost-plus pricing. Our price per unit is $3, while prices of our competitors such as Waffle House, IHOP, and Denny’s range between $5-$6.50. Our cost per unit is $0.11, so the percentage we are using is approximately 2700%.

7.3 Place.Smashed Waffles are sold specifically in our Greenville based storefront, the only extension from which would be the food truck that we operate within the city and immediate surrounding areas. As the food truck is simply a mobile store front still operating underneath the Smashed Waffles umbrella, exclusive distribution is currently the most effective way to provide our product to the right consumers. Our store will also offer delivery for quantities over 1 dozen, orders for which can be placed online. Our website will provide a virtual storefront, particularly geared towards consumers who are more interested in the product in a larger quantity, as well as the current location of the food truck. There will be opportunities within the community on ECU college game day as well as special school events where the truck may be placed in an area easily accessed by masses of gathered students. The truck then serves a dual purpose as both storefront and billboard combining marketing with elevated selling potential. Smash Waffles is located on Dickinson Ave which is close by uptown Greenville, one of if not the most popular location in Greenville. Most of the locations around Smashed Waffles are either shops or bars, so there is not much, if any direct competition except for The Scullery which is a popular local breakfast restaurant. Parking can be an issue, but there are plenty of public one hour spots located near the restaurant.

11

7.4 Promotion.We will promote the product with the slogan “Have a Smashing Day!”. Both our storefront and the food truck will have our logo, slogan, physical address, website, and store phone number visible. The storefront and food truck will also have a written display with a current hashtag to use on Instagram, so customers are able to photograph and share the product while simultaneously promoting the company. We will have a dedicated Facebook page and Instagram page that are updated daily, often with a promotional sale or giveaway. Common practices include offering entry to a giveaway for every Instagram user who likes the photo, comments, and tags two friends in the post (Long). This method also allows for marketing research as survey questions can be asked on social media platforms and answered directly by consumers via comments. Another slogan possibility would be “For a Smashing Good Time!”. This slogan would be best used in settings such as college game day or sales to customers involved in the local nightlife. Business cards can be mass produced for minimal cost and distributed at local events, to new customers and to local groups when purchasing catering packages. Social media marketing does not come with a traditional cost, and business cards can be purchased for around $0.10 per card. With a strong social media marketing presence and physical presence in the community, the marketing budget can stay roughly under $3,000 per month, with the cost including painting the food truck or updating storefront curb appeal. Our main appeal is to the social aspect of our customers’ lives, encouraging them to come to our fun and inviting restaurant.

(Varela, Pam)

12

FOR A SMASHING GOOD TIME!

8. Resources NeededLuckily, Smashed Waffles already has most of the resources it needs due to already being in business. There is already a Greenville location that has employees working there, complete with all the waffle presses and utilities that we need to make our waffles. The truck is already in operation, so we do not have to worry about trying to find one of those either. One hire that is suggested is a marketing manager who would run the social media accounts as well as any promotions such as giveaways. Having someone whose sole job is to promote Smashed Waffles would be very beneficial to the company’s expansion as we seek to increase sales by 20%. This manager will also be able to work in the store should both other managers be unavailable. Along with the manager, the store will need a budget for him/her to work with. The budget will be $36,000 per year, or $3,000 per month (Leone, 2018).

The average resources needed to run the business (monthly) include:

Rent $3,500Utilities $1,000Restaurant Supplies (Napkins, Utensils, Etc.) $1,000Ingredients $1,250Restaurant Managers (2) $9,000Marketing Manager $7,500Full-Time Employees (3) $1,440Part-Time Employees (7) $1,215Marketing Budget $3,000Total 28905

To reach our goal of opening another location, there are a few more resources needed. The first would be training. It takes 4 hours to properly train an employee, and across ten employees the cost would be $360. Another resource would be promotion. Some people in Wilmington or Charlotte may know of us already, but Smashed Waffles only has two stores and is a relatively small company. We would need even more promotion than if a bigger company were to open a new location because of that and so once we were prepared to open another restaurant, the marketing budget should be increased temporarily to $10,000 a month for the first three months. Afterwards the budget should be reduced to $6,000 to cover the cost of both stores. In anticipation of high initial demand, we will need more employees available to work. The part-time employees’ hours would be increased from 135 hours to 210, creating a cost of $1,890.

13

The increased costs for the first month of business would look like this:

Training $360Marketing Budget $7,000Part-Time Employees (7) $675Total 8035

9. Projected Income Statements

Revenues: Net Sales Revenue $360,000Expenses: Cost of Goods Sold $27,000 Selling Expenses $126,000 General and Administrative Expenses $193,860 Total Expenses $346,860Net Income $13,140

14

10. References Patel, Deep “Food Leaders Take Notice: How Millennials Are Changing The Way We Eat”

2017 https://www.forbes.com/sites/deeppatel/2017/08/26/food-leaders-take-notice-how-millennials-are-changing-the-way-we-eat/#5e7099977175

City-Data “Greenville, North Carolina” 2016 http://www.city-data.com/city/Greenville-North-Carolina.html

ECU OED “ECU Diversity: University Enrollment” 2017 https://public.tableau.com/profile/the.office.for.equity.and.diversity#!/vizhome/DRAFTECUDiversity-HistoricalECUFallEnrollment/CoverPage

Pitt County “Restaurant Sanitation” https://www.pittcountync.gov/231/Restaurant-Sanitation

World Bank “GDP” 2018 https://data.worldbank.org/indicator/NY.GDP.MKTP.CD Taborda, Joana “United States GDP Growth Rate” 2018

https://tradingeconomics.com/united-states/gdp-growth Bureau of Labor Statistics “Labor Force Statistics” 2018

https://www.bls.gov/cps/cps_htgm.htm Statistica “Projected annual inflation rate in the United States from 2010 to 2023” 2018

https://www.statista.com/statistics/244983/projected-inflation-rate-in-the-united-states/

Amadeo, Kimberly “US Economic Outlook for 2018 and Beyond” 2018 https://www.thebalance.com/us-economic-outlook-3305669

Encyclopedia Britannica, INC “Strengths and weaknesses” 2018 https://www.britannica.com/place/United-States/Strengths-and-weaknesses

Trimble, Megan “The 10 Most Innovative Countries in the World” 2017 https://www.usnews.com/news/best-countries/articles/2017-09-14/the-10-most-innovative-countries-ranked-by-perception

Keane, Niall “7 technologies transforming the restaurant industry” 2018 https://www.fastcasual.com/articles/7-technologies-transforming-the-restaurant-industry/

“Greenville, North Carolina.” Wikipedia, Wikimedia Foundation, 26 Sept. 2018, en.wikipedia.org/wiki/Greenville,_North_Carolina

Elkins, Kathleen “Here's how millennials spend their money, compared to their parents” 2017 https://www.cnbc.com/2017/06/30/heres-how-millennials-spend-their-money-compared-to-their-parents.html

Visit NC “Impact of Visitor Spending” 2018 https://partners.visitnc.com/economic-impact-studies

Tarabanov, Iuri “What Do Tourists Spend Their Money For?” 2008 http://ezinearticles.com/?What-Do-Tourists-Spend-Their-Money-For?&id=1206867

15

Restolabs “7 Advantages of Using a Mobile Ordering App for Your Restaurant” 2017 https://restolabs.com/blog/online-mobile-ordering/7-advantages-using-mobile-ordering-app-your-restaurant

Starbucks “Starbucks Reports Record Q2 Fiscal 2018 Results” 2018 https://news.starbucks.com/press-releases/starbucks-q2-fy18-earnings

Taborda, Joana “United States GDP Growth Rate” 2018 https://tradingeconomics.com/united-states/gdp-growth

etravelweek “Restaurant life cycle” 2015 https://www.etravelweek.com/wiki/restaurant-life-cycle

salary “Restaurant Manager in North Carolina” 2018 https://www1.salary.com/NC/Restaurant-Manager-Salary.html

salary “Marketing Manager in North Carolina” 2018 https://www1.salary.com/NC/Marketing-Manager-salary.html

Long, Jonathan “7 Marketing Tips to Help Grow Your Brand on Instagram.” 2016 www.entrepreneur.com/article/280964

Varela, Pam “Smashed Waffles” 2018 https://www.wral.com/entertainment/out_and_about/image/17300713/

Leone, Chris “How Much Should You Budget For Marketing in 2019?” 2018 https://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014

16