Daryl K. Love

Strategic Marketing Management

Midway College BUSM600

Sept. 19, 2009

Smashing Tomato An Experience to

Remember

Company Overview

• Wholly owned by Tomato Express, Inc. a Lexington-based restaurant company

• Tomato Express also owns Bella Notte

• Two locations: – The Mall at Fayette

Plaza– Hamburg Pavilion

Company Promise

Promise

– Guarantee unparalleled quality– Uncompromised freshness– Artisan execution– Exemplary guest service

My Recent Experience

• Visited the Hamburg Store on Sept. 11 with two co-workers (first visit for them)

• Greeted by the store manager (Damon Scott) and encouraged to try a new panini sandwich they're market testing

• Fast service – 7 to 10 minutes (wait, order and food delivery)

• Food quality and taste excellent

My Recent Experience

• Approached by their marketing manager (Elvin Harkins) twice to make sure everything was ok

• Store manager checked to see if I liked the panini and took suggestions for improving

• Co-workers were impressed with the food and service and said they would return

My Recent Experience

• Before leaving, we were asked if we had tried their deserts and were given a free desert

• Worth noting, comment cards were placed on food trays, but we weren’t pressured to complete them

What Others Have Said …

Mobile review by Michael Alsip • August 09, 2009 - Likes it - Food is

good. Pizza crust is very thin so a pizza per person is adequate. The spicy pizza sauce is very good and the caesar salad comes through as well. Overall, a good experience for about ten bucks a person.

What Others Have Said …

"Visit Italy in Lexington" by Ken Silvestri

• May 28, 2009 - We sincerely love the authentic taste of the basic Smashing Tomato pizza. As a half Italian, Silvestri, we are tough pizza critics and this pizza is tops in the world in our book. We've had pizza in Tuscany, and all over Italy.

Promotion

• Customer word of mouth

• Attractive store fronts in high traffic areas

• Local Print– Lexington

Herald- Leader– Hamburg Journal– SouthSider

• In-store promotion

Customer Retention

• Frequent Diner Card

• Smashing Tomato e-club

Criticisms

• 90 percent of the posted menu consist of text descriptions – no visuals

• Stores close at 9 p.m. on Monday – Thursday

• Signed-up for e-club but yet to receive follow-up e-mail

Suggestions for Improvement

• Expand marketing opportunities through social media outlets like facebook and Twitter

• Have a display showing pizza sizes and various types

• Expand Monday – Thursday’s operation hours to 10 p.m.

Give Smashing Tomato a try

and get …