Genkiyaki deck

Agency 241

Table of ContentsCompany Background 1Objectives 2SWOT Analysis 3Competitor Analysis 4 - 7Target Market 8Objectives & Strategies 9 - 11Product Strategy 12Public Relations 13 - 16Promotions & Advertising 17 - 22Events 23

BackgroundGenkiyaki is a relatively new Japanese restaurant that was established in a small shopping center in Lakewood on May 6, 2010 by founder David Joo. The name, “Genkiyaki” is a combination of the Japanese words “genki”(元気 ) , meaning “health, and “yaki”(焼き ), meaning, “grill.” Its primary focus when it opened was to provide affordable, quality food that is cooked-to-order on a flaming, hot grill. It is currently family owned and operated, with a few exceptions, but plans on expanding to other cities in the near future.

Over the years, Genkiyaki has experimented and expanded their menu while simultaneously gaining a loyal following of customers. Genkiyaki originally started out as a typical Japanese restaurant, serving teriyaki bowls and plates. But over the years, it evolved into an establishment that challenge traditional culinary boundaries, which is now known as the Ninja menu. It is an Asian-Fusion style menu that combines Japanese, Korean, and Mexican foods with a mildly spicy twist.

History Matters // 1

OBJECTIVES

Fortune Telling // 2

• Increase sales by 15%• Increase social media following by 50% • Raise brand awareness and drive more traffic• Improve online presence with website

creation• Restore customer engagement with in-store

promotions and weekly challenges

SWOT AnalysisStrengths• Located near a very busy intersection• Popular for its “Zombie Taco”• Strong customer engagement via social

media• Inexpensive menu items ($1 tacos)• Ability to implement changes quickly• After hours events can bring

Weaknesses• Kitchen capacity and food output• Closes early• Poor social media presence• Parking lot it small and shared with others• No system of internal communication

Opportunities• Incorporate new technology for POS and

CRM• Refresh menu offerings• Improve health score rating• Facelift current location • Consider food truck service to expand

reach

Threats• Spice levels of tacos could generate bad

publicity given history of emergency services used during Zombie taco challenge

• Atmosphere not well kept; people may feel hesitant to come back

• Taco Bell’s location within 500 feet

360 View // 3

Competitor Analysis

Strengths• Cheap options/large portions• Open late (1 AM)• Large Variety• Prime Marketing Campaigns• Large budget• Well known• Drive through

Weaknesses• Unhealthy, low quality food• constant controversies• bad service• soul less food• Food is not spicy• Food is percieved as low quality• "Tacos" are not real tacos

Opportunities• Happier hour options• Breakfast menu expansion• Healthy options• Real tacos• loyal customer base• opportunity to offer fries as an item

Threats• Mom and pop shops• People becoming more conscious of food

ingredients• Deterring healthy conscious customers due

to lack of health alternatives.• Genkiyaki

Outside the Bun? // 5

Strengths• Open later than Genkiyaki (9PM)• Various options that are affordable • Drive thru• “Car Meets”• Koo Koo wraps and Koo Koo fries are the

staple

Weaknesses• Not a prime location (located on a side

street)• Too expansive of a menu that may confuse

guests

Opportunities• Hap Attract high school and Cerritos

College students• Game nights• Catering for College Campuses

Threats• El Pollo Loco and nearby restaurants • Waba Grill• Nearby In-N-Out just opened

Coco Puffs? // 6

Strengths• Well known• Healthy (no MSG, trans fat, skin, or frying)• Has more social media presence• Mobile website• Catering

Weaknesses• More expensive than Genkiyaki

Opportunities• Closer location to campus• Discounts/coupons• Expand social media outreach and

engagement.

Threats• Menu not expansive• Highly competitive teriyaki environment• Other cheaper options that offer a similar

product.• Near multiple fast food chains.

Coco Puffs? // 7

Target Market

Those Customers // 8

PRIMARY

For this campaign, the target market will consist of high school/college students, Milennials, and any young adults with a rebellious spirit who are interested in trying new foods and attempting food challenges.

Objectives & Strategies

Marketing Objectives

The What // 10

MARKETING OBJECTIVES

• Increase brand awareness of Genkiyaki by 75%• Increase product trial and repeat purchase by

40% by the end of April 2016• Create a strong social media presence with

strong customer engagement.

MEDIA OBJECTIVES

• Increase Facebook Likes by 7% to 235 Likes• Increase average Instagram Likes by 62% to 45

Likes• Increase Yelp reviews by 13% to 600 reviews

Marketing StrategiesMARKETING STRATEGIES

Genkiyaki is a relatively new Japanese restaurant that was established in a small shopping center in Lakewood on May 6, 2010 by founder David Joo. The name, “Genkiyaki” is a combination of the Japanese words “genki”(元気 ) , meaning “health, and “yaki”(焼き ), meaning, “grill.” Its primary focus when it opened was to provide affordable, quality food that is cooked-to-order on a flaming, hot grill. It is currently family owned and operated, with a few exceptions, but plans on expanding to other cities in the near future.

MEDIA STRATEGIES

Our advertising will include traditional out-of-home ads. Promotional efforts will include partnerships and sponsorships. We will also running special offers via social media as well as in-store. Our efforts will also focus on establishing social media sites such as Facebook, Instagram, and Youtube. We will also be managing consumer review sites such as Yelp, Foursquare and Tripadvisor. Reaching out to media outlets on CSULB campus including Dig magazine, Daily 49ers, and Radio-Kbeach. We will be integrating all these platforms onto the main site page.

And The How // 11

Product Strategy

Go Ninja Go! // 12

BRAND POSITIONING

The Genkiyaki brand will be conveyed as a fun and welcoming place for friends to have a meal. The fast-casual environment of the restaurant encourages customers to enjoy their meal in a relaxed atmosphere within the store but also offer customers the option of taking their food to-go.

NINJA PRODUCT LINE EXTENSIONS

• Ninja Mountain• Little Ninja Fries• Little Ninja Bowl• Taco Roulette

DEATH/ZOMBIE PRODUCT LINE EXTENSIONS

• Death/Zombie Fries• Death/Zombie Bowl• Grenade Taco Pack (all tacos are

Death/Zombie)

Public Relations

Taco ‘Bout It // 13

OBJECTIVE

To increase exposure of Genkiyaki’s restaurant with the target market by promoting challenges and products via social platforms, such as Instagram, Facbeook, and Yelp. Public relations will focus on maintaining a unified voice throughout the campaign to ensure consistency and accuracy of the communications.

STRATEGY

In order to achieve the objectives, promotional information will be communicated to local newspapers and social media bloggers to promote new menu items and existing challenges. Online magazines will also be solicited to encourage trial and to consider writing a review to its readers. An exclusive media day will also be held for a private tasting to try newly developed products.

“Ninja Mountain”

Public Relations Channels

Dig Magazine

Genkiyaki would benefit from the Dig Magazine because Dig has a large Millenial audience that is consistently interacting with their social media. This will promote awareness via hashtags, shares and likes. On instagram, Dig Magazine receives an average of 80-100+ likes per post which will connect Genkiyaki to an already solid following and fanbase. This feature in Dig will primarily focus on the campus event, but should also focus on the introduction of weekly challenges in the store. Dig magazine would benefit from including Genkiyaki in their magazine because Dig would be able to show that they are ahead of the curve.

Ya’ Dig? // 14

Long Beach Post

The Long Beach Post would benefit from the Genkiyaki Feature because it’s mission is to raise awareness of local events and news coverage of their city, therefore having a feature about an upcoming event targeting 15-30 year old student target segment. Being aware of this new food challenge trend would fit into their mission statement of being nimble of the news and culture of the city. It is a digital platform so most Long Beach residents that have liked or follow their Facebook page on occasion will receive news of this Genkiyaki event on their Feed.

Post Up // 15


BuzzFeed

Genkiyaki’s Death Taco challenge would fit into their Tasty channel that features different foods or their Buzzfed "BuzzFeed Central" offers "features, news, documentaries" ranging from movie facts, to science facts, to interviews with politicians, "BuzzFeedYellow" shares videos that are "fun, inspiring, interesting videos from the BuzzFeed crew.” Series from "BuzzFeedYellow" include "Keith Investigates", where Keith Habersberger of BuzzFeed Motion Pictures staff conducts his own research through interviews with co workers and locals about pop culture topics or slang such as "What Is On Fleek?” The more popular Buzzfeed staff that also act in their videos have done features such as “Fast Food Fried Chicken Test” looking for the best of food or best desserts of Asia.

BuzzFeed videos are aimed and required toward becoming viral so having another reaction video so asking BuzzFeed to do a co-worker’s reaction video, which are immensely popular, on the spiciest taco in the world according to FoodBeast as “a dish so incredibly hot, you'd need to sign a waiver beforehand, have a photo taken post-consumption (to prove you finished it), and a few good friends around to buy you ice cream and Tums just to make it through the night. ...he Death Taco is approximately 100-350K on the Scoville scale (for comparison, jalapeños are at 8,000)—it contains a practically lethal sauce made with cayenne and habanero peppers” would be viral and shared. Tapping into BuzzFeed’s popularity and audience would exponentially increase the traffic and interest in Genkiyaki

Buzzin’ // 16


Promotions & Advertising

GTWYC // 17

OBJECTIVE

Promotions and advertising will be heavily focused around social media and the goal is to increase brand awareness and generate more sales. Tactics to achieve this will include discounted offerings exclusive to our target market, weekly challenges with reward incentives, and introduce new menu items to attract the specified target market. Additionally, a website will be developed to establish an online presence for Genkiyaki and expand the reach.

Did you say “Death?” // 18

Death Taco RouletteOrder a round of Ninja tacos with one of them being a Death Taco. You’ll be glad you weren’t the lucky ninja.

Death Taco “Double D”Survive two Death Tacos and get a free “Double D” pin.


Ninja Dab // 19

Dabbing NinjaFree drink with student ID. A deal so you’ll want to do the dab!

Spin The WheelLeave it up to Fate to decide your next meal. Spin the wheel and hope you can handle it.


??? // 20

Caption ThisBest caption wins a gift card


Button Badge ConceptsA custom pin for each successful challenge completed!

!!! // 21


World Wide // 22


Website Design Concept

Events

The Haps // 23

NINJA WEEKLY CHALLENGEIn the Ninja Weekly Challenge, Genkiyaki will present 1-2 challenges per week that customers can take on in exchange for a price. The Ninja Weekly Challenge will be launched March 7th and will end one March 31st. These challenges will be leveraged to increase awareness for the different items on the menu by altering the item to match the campaign’s theme.

For example one challenge might be to finish the Deadly Ninja Bowl, which is a teriyaki bowl with a mixture of the Death Taco sauce. In addition, the Ninja Weekly Challenge will create excitement for the upcoming Lucky Ninja Day.

LUCKY NINJA DAYThe Lucky Ninja Day is a one day event, providing customers an entertaining way to spend April Fool’s Day. In this day, customers (in sets of 6) may order the Lucky Ninja Roulette and only one lucky ninja will have a normal ninja taco, while everyone else receives the Death Taco.

NINJA MASTER TOURNAMENTThe Ninja Master Tournament will consist of various challenges similar to those offered during the Ninja Weekly Challenge. For each challenge a customer accomplishes, they will receive certain amount of points. After 3 weeks, a Ninja Master Finale will be hosted in Genkiyaki, featuring the top 3 point holders. These 3 challengers will compete with each other for the title of Ninja Master. Once a Ninja Master has been given its title, the Ninja Master will have the privilege to offer a new creation to be made and added onto the menu for a limited time. The Ninja Master Tournament will be hosted every 3 months as a way to retain engagement with customers. Challengers will challenge the current Ninja Master for the title.

MEDIA NIGHTAn exclusive event dedicated to well-known bloggers and representatives of online food magazines to sample Genkiyaki’s newest and most popular dishes.

THANK YOU

Agency 241

Genkiyaki deck

Marketing

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