MARKETING 2013

You don’t sell food and drinks,

you sell values.

Evasion, friendliness, heat and fun.

Content

About us

Services

Marketing objectives

Important dates of 2013

Attract new customers

Elevate the frequency of visits

Increase the average spending per person

Medium

Calendar

About us

Unique and authentic food & drinks

Good value for money

For friends & families

Good fun

Friendly staff

A place to celebrate

Latino/Cow boy and chill out atmosphere

Services

Dine-In

Groups

Take-Away

Catering

Tea-Time (new)

Franchise

Marketing objectives

I. Attract new customers

II. Elevate the frequency of visits

III. Increase the average spending per person

How to reach these goals?

1. Excellent service & quality

2. Marketing actions

Important dates of 2013

14-févr St Valentin + carnaval holiday (11/02 > 17/02)

8-mars International Women's Day

1-avr Easter holiday > 14/04 (rabbit Fajita?)

14-avr Pan american day

1-mai international workers day

5-mai Cinco de Mayo (independencia de Mexico)

12-mai Mothers day

15-mai international day of families

6-juin Fathers day

Important dates of 2013

Juin Exam students

Juillet- aout Summer holidays

21-juil 21 July

Sept Back to school

1-oct International Day of Older Persons

31-oct Halloween

20-nov International Children's Day

25-déc Christmas

31-déc New Year

Attract new customers

Question :

How can we attract more customers?

1. Word of mouth : excellent service and quality

2. Let your current customers be your

ambassadors “Invite a friend a get a

discount”

3. Be involved in the local community (LSM)

4. Marketing actions

Elevate the frequency of visits

Problem :

Once sit, our customers are not in contact with our daily specials and

event calendar.

Solution :

I. Don’t lose the contact!

I. Introduce a new place mate per person featuring our marketing events of the

year + week deals

II. Stay top of mind!

I. Communicate for every occasion

II. Introduction of innovations (Spring, Summer, Fall innovations)

III. Organize special events (see calendar)

Increase the average spending per person

How ?

I. Suggestive selling is the most powerful weapon.

I. Wine

II. Side orders (guacamole, beans, sauces, veggies...)

III. More soft drinks or water…

II. Let a bottle of wine on the table.

III. Let a drink card/dessert card on the table

IV. Bring the “exhibition dessert tray” to the table

featuring each item we sell.

The media we use

Print

POS

Menu card

Table tent

Placemate

Flyers (bounce back, streetfighter)

Posters

Windmasters

Display

Menuboard

Sale tool

Chi-Chi’s File (for groups and prospection)

VIP €5, €15, €25

The media we use

Print

Advertising

Sodexo/Endered

Flair

Bongo, Vivabox, Wonderbox, Giftfor2, Hema…

Newspapers (Vlan, Passe-Partout, Zone 03…)

Direct Mail

Database Chi-Chi’s

Atos

Folder

Back of tickets

The media we use

Web

Website

Facebook

Newsletter

Groupon style (Gossip, Groupolitan, Shedeals...)

E/C Atos , Monavantage

Adwords

The media we use

TV

Rtbf

Ring Tv

Radio

Vivacité

NRJ

Local radios

Cinéma

UGC

The media we use

Loyalty

Database collection

Freedelity

Digital signage

Indoor screens

New media we’ll use

Outdoor

Bus, tram, train

Train, metro & bus stations

Mobile website for smartphones

New media we’ll use

Voicemail marketing

POS

Illuminated posters

Global Calendar

Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

VALUES Global warming - together it's warmer My family is extraordinary Connecting friends My family is extraordinary

TACTICAL Everyday low entry price points

Fathers day Summer holidays

Important dates

St Valentine Easter Workers day 21 july Back to school

Old people

Kids day Xmas

Women's day

Pan America day

Exam students Halloween

New year 5 de Mayo New Year

Mothers day

Day of the families

LUNCH Fresh, variety, quick, cheap

AFTERNOON Tea time treat Tea time treat

DINNER Performing the best quality & service > focus on service and friendliness

Menu changes

Spring innovation Summer innovation Fall innovation Menu card V2.0

For each date, a special menu or concept will be launched.

Services calendar

Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Take away Take away + Delivery

Groups Groups

Catering Catering Catering

Tea-time Tea-time Tea-Time

Franchise Franchise

What must stay on the table through the place mate:

I. An offer for take-away

II. Our different group formulas

Optional :

I. Info about our high standing catering service

II. The map of Benelux showing our franchise locations and the place we

would like to implement a resto (Gent, Mons, Brugge, Ostende, Holland, France,

Germany…)