Dish Gourmet Food Co. Marketing Plan Cardinals Whitney Lang
Dish Gourmet Food Co. Marketing Plan Cardinals Whitney Lang Kate Minnis Vickie Elfering Mission Statement • Dish Gourmet Food Co. goal is to be able to provide Gourmet food at affordable prices and in an efficient timely matter SWOT ANALYSIS Dish Gourmet Food Co. Strengths •Locally operated and family owned •Gourmet fast food made to order fresh •Mobile food truck allows for change Opportunities •Growth of Billings •Growth of our business •Expansion of business S O W T Weaknesses •Truck size limits preparation area •Freshly made hand-pressed patties are time consuming to make •Finding a commercial in desired area Threats •Weather •Chain Competition •Local Competition S SWOT ANALYSIS Strengths Strength Strength Strength Locally operated and family owned Gourmet fast food made to order fresh Mobile food truck allows for change Strength Strength Strength Affordable family friendly food All hamburger patties are handpressed and never frozen Mobile food truck allows for unique hours and locations W SWOTWeaknesses ANALYSIS Weaknesses Weaknesses Weaknesses Truck size limits preparation area Freshly made handpressed patties are time consuming to make Finding a commercial in desired area Weaknesses Weaknesses Weaknesses The size of the water tank and hot water hearer limits the amount of produce we can use Limits food truck to main dishes only-no sides City regulations limit us to the use of commercial lots only O Opportunities From 2000 to 2012 the population growth has grew to 14.35 percent. SWOT ANALYSIS Opportunities Opportunities Opportunities Opportunities Growth of Billings Growth of our business Expansion of business Opportunities Opportunities Expansion to a bigger food truck or a restaurant location Growth of business to the entire northwest T SWOT ANALYSIS Threats Threats Threats Threats Weather Chain Competition Local competitors Threats Threats Threats Extreme weather conditions could close operations for the day Z pizza, Wendy’s, Burger King, Hardees, and Jimmy Johns Soup and Such, Rocket Burrito, and Downtown Subs SWOT ANALYSIS Summary •Locally operated and family owned •(Affordable family friendly food) • Finding a commercial in desired area •(City regulations limit us to the use of commercial lots only) •Growth of Billings •(From 2000 to 2012 the population growth has grew to 14.35 percent.) •Weather •(Extreme weather conditions could close operations for the day) Product Life Cycle • Dish Food Truck is currently in the market introduction stage. – Dish has been in operation only about one month during the summer and not in the Billings area. – Customer’s are not aware of the truck and the gourmet food offered. – Currently, the business has experiences losses because of start-up costs and lack of customer knowledge of Dish. Current Status • Targeting business professionals and people engaging in the Billings night life. • Gourmet quality food offered at an affordable price with alternating locations to accommodate customers. • Lack of exposure in the community • Limited to commercial lots only • Mobile unit can only accommodate a smaller volume of customers at any given time Products • All-American Grill Cheese • Grilled Peanut Butter and Jelly Sandwich • Grilled Swiss and Onion • Hamburgers • Cheeseburgers • Bottled Water • • • • • Cans of Soda Ketchup Mustard Mayonnaise Salt and pepper Packets • Season Salt • Butter Target Audience & Segmentation Strategy • Downtown Customers – Business professionals – College students – Tourists – Shoppers Age Range of Market: All Ages • Night Life – Wild West Age Range of market: 18 and up Geographic & Demographic Dimensions • • • • • Downtown Billings 3,500 Businesses Average 15 workers per business Total of 40,000 workers downtown 65,017 people 18 to 64 years of age Consumer Behavioral Dimensions • Rate of Use- To Be Determined – The average American eats out 4-5 times a week. • Benefits – Freshly prepared food made to order in an efficient and timely manner. • Kind of Food – Gourmet Grilled Cheese Sandwiches and Burgers • Convenience Products – Soda and Water • Customer Service – Friendly customer service orientated staff that strives to build personal relationships with customers Problem Identification • People in Downtown Billings are seeking a new place to eat during lunchtime that offers different variety of foods that are high quality and ready to eat quickly. • People that enjoy the night life in Billings are seeking another option for food later at night. Dish food is made quickly but is not fast food and also offers different food then the other food truck that sells by the Wild West. Gathering Information • • • • Word of Mouth Online via Facebook Advertisements Local signage Downtown Alternative During Lunchtime • • • • • • • • Z pizza Wendy’s Burger King Hardees Jimmy Johns Soup and Such Rocket Burrito Downtown Subs Alternatives During or After a Night Out • • • • • • • Dr. D’s Hardee’s Burger King Taco Bell Taco John’s Denny’s Ihop Decision Process & Why To Choose Dish Gourmet Food Co. • Dish…. – Works hard to build great rapport with customers – Makes fresh food to order – Is reasonably priced – Offers a unique selection of gourmet grilled cheese sandwiches – Is a family business that is locally owned and operated – Travels to downtown locations for convenience of customers Product Objectives • Dish plans to… – Offer high quality gourmet sandwiches in several locations – Add or change sandwiches depending on time of year and popularity of sandwich – Expand number of locations visited weekly Means End Chain Product Attributes Physical Consequences Psychological Consequences Values Gourmet Grilled Cheese Sandwiches and Burgers High quality Always fresh and Feels satisfied and made hot with product fresh to order Personal fulfillment Mobile truck Able to travel to the customers Relief to have food available in area Customer’s feel appreciated Reasonable priced Does not majorly impact bank account Feel great about spending little money for gourmet food Saves money while still getting great food Kid friendly Customer’s do not have to make extra stop for children Entire family is able to enjoy food together Family Friendly atmosphere Perceptual Map Quick Service Dish Burger King Jimmy Johns Taco Bell Wendy’s Low Price Dr. D’s Hardee’s Taco Johns High Price Denny’s Ihop Rocket Burrito Soup & Such Key Dish Gourmet Food Co. Downtown Lunch Night Life Downtown Subs Z Pizza Slow Service Yearly Expenses • • • • • • Yellowstone Business License: $200.00 Health Inspection: $350.00 Insurance: $1100.00 Truck License: $189.00 Oil Changes: $200.00 Equipment and Miscellaneous: $1200.00 • Total Yearly Expense: $3239.00 Product Expenses Menu Item Wholesale Price Menu Price All-American Grilled Cheese $.59 $1.50 Grilled Peanut Butter and Jelly $1.30 $3.00 Swiss and Onion Grilled Cheese $.79 $2.00 Hamburgers $.76 $2.00 Cheeseburger $.80 $2.50 Weekly Operational Expenses • Propane: $100.00 • Gas: $50.00 • Food Costs: 846.60 • Total Weekly Expenses: $996.60 Place Objectives • Utilize commercial lots downtown to go directly to the target customers • Utilize Facebook to keep customers informed of where we are going to be located • Eventually expand locations to extend all over Billings Promotion Objectives • Get Attention – Advertising – Facebook Page • Hold Interest – Continue Advertising • Make Desirable – Give Samples • Obtain Business – Utilize coupons for a special priced item Sources • http://www.bestplaces.net/city/montana/billin gs • http://ucsdnutritionlink.org/articles/archives/fa stfood.pdf • http://censusviewer.com/city/MT/Billings • http://en.wikipedia.org/wiki/Sections_of_Billin gs,_Montana
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