Sweeto Burrito Pitch Book

Pitch BookSweeto Burrito

Namuun ZulkhuuCaitlyn McKellBryan BennionJames Richards

Advertising Team 6

Table of Contents

SWOT Analysis & Creative Brief........................3Big Idea................................................................4Social Media........................................................5 -Linkedin .....................................................5 -Twitter ......................................................7 -Facebook....................................................9Print Ads.............................................................12Business Card.....................................................15Video Commerical..............................................17Radio Commercial..............................................19Conclusion..........................................................21

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SWOT Analysis & Creative BriefSWOT Analysis Strengths: Unique approach to burritos. Wide variety of food choices are covered on the menu. Virtually any kind of food you love stuffed into a burrito; Sweeto Burrito has gone where no burrito has gone before.

Weaknesses: Franchises grow too quickly; as a result, franchises run a risk of poor management. Passionate and deeply invested franchisees are needed.

Opportunities: Plenty of room for growth. Strong interest in investing in a franchise.There is room for growth, and many people are interested in joining the franchise.

Threats: Sweeto Burrito is often confused with competitors (primarily Chipotle Mexican Grill). Nothing prevents the competition from making similar food.

Creative Brief Objective: Attract investors to the prospect of owning a franchise. Gain more customer loyalty.

Target Audience: -Primary Audience: Investors with interest in franchise investment and food services. -Secondary Audience: 18- to 35-year-olds who have a passion for good food and are attracted to trying new and exciting things.

Tone: Exciting, new, delicious, attractive, and unique. Professional, yet irreverent; appeals to potential franchisees and the youthful crowd.

SWOT Analysis & Creative Brief

Big Idea

Big Idea The campaign will emphasize customer loyalty and passion by drawing examples from customers themselves. By emphasizing how passionate customers are about Sweeto Burrito, the campaign will attract the attention of potential franchise investors. Ads will be placed on social media networks (Twitter, Facebook, LinkedIn), radio, television, and in print. Business cards created especially for interested investors will make it simple for these investors to find out what they want and need to know in order to get started with owning a franchise. While the theme of Sweeto Burrito is youthful and irreverent, this campaign has a more professional appearance in order to have a stronger appeal to our primary audience of potential franchise investors.

Social Media: LinkedIn

Social Media: LinkedIn Ads placed on LinkedIn can appear in both the home page and the ad sidebar; both link the user to Sweeto Burrito’s LinkedIn page. LinkedIn’s homepage is designed to deliver the main message quickly while the user is browsing the feed on the home page. The image is attention-grabbing and gives the user a brief message about why Sweeto Burrito is a worthy investment. Interested users click on the ad (below) and the Sweeto Burrito page gives a summary on what makes them successful and why the investment is a good choice for them.

The Sweeto Burrito page on LinkedIn (right) provides a brief description of the company’s background and what makes them a successful business. This page can be used to give updates to franchisees, including upcoming events, news for new locations, and other updates relevant to the company as a whole. This page will be a great benefit to employees, employers, and investors.

Own a profitable franchise with Sweeto Burrito®.

Be A Burrito Boss

Sweeto Burrito

Previous experience in the food industry? Sweeto Burrito is a new and rapidly expanding business searching for investors who are ready to bring an exciting and unique restaurant that will stick out of the competitive clutter.

We started as a few guys and girls making food out ofa trailer in North Dakota, with a passion for making people happy. We hope we accomplish that with every visit. Sweeto Burrito was borne...

Growing StrongO W N A F R A N C H I S EBe

BurritoBoss

a

Sweeto Burrito

Sweeto Burrito

Interested in Sweeto Burrito?

Previous experience in the food industry? Sweeto Burrito is a new and rapidly expanding business searching for investors who are ready to bring an exciting and unique restaurant that will stick out of the competitive clutter.

We started as a few guys and girls making food out of a trailer in North Dakota, with a passion for making people happy. We hope we accomplish that with every visit. Sweeto Burrito was borne from the streets to Take Hunger to the Mat with Flavor Worth Fighting For.Once in the 70’s there was a little boy who liked to make fried bolognaand Velveeta cheese sandwiches after school for the ... see more.

Growing StrongO W N A F R A N C H I S EBe

BurritoBoss

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Sweeto Burrito is a new and rapidly expanding food service company began in 2011 and has now expanded to over a hundred franchise and company locations in five states of the U.S. and with hundreds of commitments in several more. By rethinking the tortilla as a container for greatness, Sweeto Burrrito has invented customerfavorites like the All American, which literally a burger in a burrito, the Buff Chick ... see more.

Social Media: Twitter

Social Media: Twitter

A Twitter account already exists for each Sweeto Burrito location. A Twitter feed will be created that is specifically catered to franchisees. Franchisees and employees can tweet testimonials of their personal experience of joining the team and working with the company. Alongside these testimonial tweets, this account will tweet when a new Sweeto Burrito location will be opening, where the Sweeto Burrito trucks will be making stops, and other information relevant to franchisees and employees. This account will have the hashtag “#sbtagteam” to reference testimonials and investors who are interested in owning a franchise.

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TWEETS PHOTOS/VIDEOS FOLLOWING FOLLOWERS FAVORITES

Tweets Tweets and RepliesSweeto Burrito Franchise@sbtagteamFlavor Worth Fighting For

sweetoburrito.com

21 Photos and videos

120 21 22 12 14 MORE

Sweeto Burrito Franchise @sbtagteam 22h

Albert Thompson @sbtagteam Jul 15

Thomas Albertson @sbtagteam Jul 14

Alana T. Freemen @sbtagteam Jul 12

Sweeto Burrito Franchise @sbtagteam Jul 12

Grand Opening in Fargo, ND!!! Come to Main Street at 11:00 am to get your Sweeto on! #sbtagteam

I am so glad to be a part of the Sweeto Burrito Team! I haven’t been this excited in a long time. #sbtagteam

Working with Sweeto Burrito has been great! I have met a lot of great people, plus the food is good too! #sbtagteam

If you are looking for aomething exciting and new, join the Sweeto Burrito team. I did and it was the best decision ever! #sbtagteam

BeBurrito

Boss#sbtagteam

Social Media: Facebook

Social Media: Facebook

Facebook presents its ads both within the News Feed and in the ad sidebar. The image in a News Feed ad (page 10) is designed to deliver the ad’s message quickly while the user scrolls down the page. Upon capturing the attention of a potential investor, it delivers a brief message that Sweeto Burrito is a worthy investment and the user is linked to Sweeto Burrito’s LinkedIn page. This ad also includes a direct link to Sweeto Burrito’s website, and also includes the “#sbtagteam” hashtag that links the user to the investor-focused Twitter account. Sidebar ads also deliver a similar message with a link to the LinkedIn page.

For the secondary audience, the Facebook page also includes interactive portions such as a quiz (page 11.Bottom) that asks customers “Which Sweeto Burrito should you take on?” This quiz will be a fun way to attract customers to find out which burrito suits them, while promoting the Sweeto Burrito menu itself. Another option for customer interaction is a discussion board (page 11. Top) called “Which Sweeto Burrito are you craving?”, asking customers to name their favorite burritos on the menu and why they love it.

Be A Burrito Boss

Own a profitable franchise with Sweeto Burrito®. See the success of otherinvestors Here.

sweetoburrito.com/join-storeSweeto Burrtio

See the success of other investors Here!

WE’RE AS SERIOUS AS A HEART ATTACK! Get ahead of the competition selling the newest and most unique burrito in the nation.

Sweeto Burrtio

SWEETOBURRITO.COM/JOIN-STORE

WARNING: Passion, creativity and a desire for success required.

O W N A F R A N C H I S EBe

BurritoBoss

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Which Sweeto Burrito are you craving for?

A: All-AmericanB:Papi ChuloC: Carna AssassinD: Bu� Chick

ALL-AMERICAN PAPI CHULO

CARNE ASSASIN BUFF CLICK

Sweeto BurritoLike This Page 20 hours ago

David Je�erson De�nately A. I love the All-American! 13 minutes ago Like

Alyssa Swanson BUFF CHICK!!!!!!!!!!!!!!21 minutes ago Like

Maddi McKay I had a friend of mine take me here last week. AMAZING!!!34 minutes ago Like

Steven Lupica I have always wanted to try the papi chulo, but I am in love with th carne assasin39 minutes ago Like

Katie Oliver I have tried all of these and I would give anything for the Bu� Chick! I love the sauce so much!!55 minutes ago Like

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ASSASSIN CHICK






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172 people like this85 shares

112 comments

ASSASSIN CHICK

Which

should you Take On? Burrito

Something New or Something Classic

BEGIN HERE

NEW

Classic

Wild or Hot

Are you Skillful or Good-Lookin’?WILD HOT

SKILLFUL GOOD-LOOKIN’

Favorite American FoodHow much do you

love Sauce?

ALOT! NOT ALOT...BURGERS BBQ

Busy or Relax

BUSY RELAX

Hot or Cool

COOL

PAPI CHULO

BRONCOBUFF CHICKALL AMERICAN

CARNE ASSASSIN VEGGIE AVENGER

sweetoburrito.com#sweetoburrito

Print Ads

Two print advertisements (page 13) have been designed that specifically target the primary audience. Each ad features a businessman or businesswoman, as well as the All-American Burrito. The tagline “Be a Burrito Boss” is used to address the primary audience and attract their attention. At the bottom of both ads, there is a description of the Sweeto Burrito business culture and a call to action to apply to own a franchise.

Another print ad was created that addresses both audiences (page 14). This ad features a burrito from the menu and tweets from real customers who shared their experiences with Sweeto Burrito and what makes it unique and attractive.

Print ads can be run in newspapers and magazines that are specific to areas and regions where Sweeto Burrito already exists, or in areas where there is a lot of interest in food services similar to Sweeto Burrito.

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Business Card

The business card is what employees can give to people who are interested in owning a franchise to direct them where to go. It includes a phone number, the “#sbtagteam” hashtag, as well as a link for information on the web. The card is designed with the company logo and the “Burrito Boss” theme to make it distinguishable from other business cards and easy to recognize. Shown below are the front and back of the card; the top view is the actual size of the card, and the bottom view is a magnified version of the card.

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sweetoburrito.com/join-store #sbtagteam

8 4 4 G E T - S W E E T O

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Front back

Front

back

Video Commercial

We show the viewer that Sweeto Burrito is new and never-before-experienced. Humor is added by portraying a professionaly dressed businessman getting punched with flavor. The flavor is so amazing that he is willing to fight for it. He then realizes that Sweeto Burrito is a franchise to be worth fighting for. This ad can be featured on local television stations, LinkedIn, as well as on YouTube videos, which play before a user watches a video. This ad is specifically catered to our primary audience, potential franchisees.

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Video Advertisement SWEETO BURRITO

Visual Audio Man in business suit holding a cell phone sitting at down at public table to eat. It shows him speaking to somebody. A close up shot of man’s hand beginning to remove the wrapper of his burrito. Close up of man taking a bite out of the burrito. Immediately his head moves back from the whiplash of an invisible punch. Man looks down at burrito. Close up of burrito in his hand. He cautiously eats another bite, chews, them Bam! His gets a head-‐ punching combo. His head flies to his left, to his right, to his left again from the He suddenly looks at his burrito with intensity and ferociously takes another bite. His head turns to his left, then his left again more dramatically, then back, then left again. He turns and looks at his burrito with big eyes. Close up of his hand on burrito. Both burrito and man are in view as he lifts up the burrito in wonder and holds it up like it is the holy grail. Close up of burrito in his hand still holding it high. Suddenly words appear: “BE A BURRITO BOSS” Covering the full screen, the luchador mask and SWEETO BURRITO logo appears with the slogan, “FLAVOR WORTH FIGHTING FOR”

“Look, I’m looking for a great investment fast, and I need money now.” Punch sound Punch 1, Punch 2, punch 3 Four punch sound effects A heavenly chorus sings Punch sound is heard Another punch sound is heard.

Radio Commercial

This ad is directed to both audiences. It is a thirty-second audio ad that delivers a tone that emphasized that Sweeto Burrito is new and will change the audience’s life. The listener will enjoy the humor behind it, while understanding the concept of how unique and new Sweeto Burrito is. This ad can be played on local radio stations, as well as online music streaming sites like Spotify, Pandora, and iTunes Radio.

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Dialogue Sound Effects Larry: Hey Katie, where do you want to go

for lunch? Katie: I know of a place Larry…

(An Angel Choir begins to sing as Katie talks)

A place where men have dared to explore different levels of flavor. A place where every bit testifies of awesomeness and superior power is granted to you.

(The Angel Choir grows louder as Katie speaks more boldly)

Brother Larry I come to you as a messenger of truth to bring you the joyous news that will change your life forever! (The Angel Choir stops as Katie

ends her speech) Larry: Sounds cool. What’s it called? Katie: Sweeto Burrito. Larry: Sweet. Let’s go.

(A Spanish guitar begins to play as the announcer speaks)

Annc.: Do you want to feed you hunger something new? Fight your hunger with flavor from Sweeto Burrito. Featuring all new and all different types of burritos including the All-‐American and the Buff Chick. Just find the closest Sweeto Burrito restaurant to you on our website at sweetoburrito.com

End of Commercial

Conclusion

Most of the advertisements address the primary audience of potential investors while also appealing to the secondary audience and gaining customer loyalty. The “Be a Burrito Boss” slogan appeals to both audiences, 18- to 35-year-olds who want great taste, and potential investors with interest in food services. By using twitter, Linkedin and Facebook, the campaign appeals to the primary target audience in a professional and upfront manner and will attract potential investors to the prospect of owning a franchise. The use of video, radio, twitter and Facebook appeals to the secondary audience by building customer loyalty and spreading a positive reputation for the business.

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Sweeto Burrito Pitch Book

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