Buono Vita Restaurant And Café Marketing Plan

3863 words - 15 pages

1.0 Executive Summary Buono Vita Restaurant and Café will be the leading gourmet pizza and pasta restaurant in Canberra. The new line of innovative, premium, pasta dishes include pesto pasta with fresh garlic and marinated grilled chicken, fresh seafood tossed in garlic, white wine, parsley & Napolitano sauce and fresh mussels and clams in a marinara sauce.Buono Vita Restaurant and Café also serves distinct salads, desserts, and beverages. Buono Vita Restaurant and Café will reinvent the pasta and pizza experience for individuals, families, and take out customers with discretionary income by selling high quality, innovative products at a reasonable price, great tasting dishes, a convenient location within the Canberra city central, and setting an industry-benchmark for customer service.As well serving meals, Buono Vita will have a large selection of coffees and beverages freshly brewed for the best resulting taste. The café section will be open from breakfast, all the way through until closing time.Marketing will play a fundamental role in the success of Buono Vita Restaurant and Café. Buono Vita must build a product about the services it offers by greatly promoting itself through local television, radio, and print advertising. Marketing efforts are just the beginning by the time a potential customer enters Buono Vita Restaurant and Café for the first time. A strong importance will be put on keeping customers and building product loyalty through some programs focused on staffing, experience, and customer satisfaction.2.0 Introduction 3.0 Objectives of the Marketing Plan Buono Vita?s advertising budget is very limited, so the advertising program will be very simple until increasing growth in profits. Buono Vita?s will do direct mail, banner ads, and inserts and hopefully website launch in the upcoming months of development. The main marketing objectives for Buono Vita are as follows: 1. Maintain positive, steady, growth each month.2. Generate at least $100,000+ in sales per month.3. Experience an increase in new customers who are turned into long-term customers.We have split up our other objectives into smaller parts. These are as follows: 3.1 Financial Objectives 1. A double-digit growth rate for each future year.2. Reduce the expenses for the restaurant through disciplined growth.3. Continue to decrease the variable costs associated with food production.3.2 Increases in Revenue Three ways to increase a Buono Vita?s revenue once the business has started: ? Raise prices ? Increase customer quantity (gain new customers through advertising and increase repeat purchases while retaining existing customers) ? Increase the average ticket with add-on selling and up selling (selling, marketing and product merchandising) 3.3 Regular and Effective Advertising Regular advertising and promotion is expensive and but absolutely necessary to build the restaurants business. Some promotional activities that can be...

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