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 …
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