Marketing Vision
Neon Memories Diner is a place for family togetherness organized around a common love of the traditional American diner and the simpler times of the '50s and '60s. Neon Memories Diner transcends a typical theme restaurant by putting real heart into customer service and the quality of its food, so that its unique presentation and references to times past are just part of the picture.
Goals
CEO's Goals:
* Reduce shift management time to 25% of time, devoting the remainder to marketing direction and strategy
* Devote at least two hours per day to marketing activities
marketing Goals:
* Achieve revenue of $1.8 million per year in year three
* Open a second restaurant in 2013
Strategic Goals:
* Become the top family restaurant in Whoville by end of year three
Tactical Goals:
* Implement Neon Points customer loyalty program
* Implement customer feedback system
* Implement staff incentive system of monthly bonuses
* Create Facebook page to extend website
* Hold 24 theme nights over the next year
Purpose
Neon Memories Diner seeks to create a comfortable, fun environment that brings the older generation back to the simplicity of the '50s and '60s, while letting them share it with their children and grandchildren. The marketing exists to create and strengthen bonds across generations, with the tradition of American diner fare and culture as a touchstone.
Picture
A new customer is often referred to Neon Memories Diner by an existing customer and visits the website to check it out. There he finds images of the type of frestaurant he thinks his family would enjoy. He visits with his wife, and they are is excited by the ambiance, attention to the details of the era and the quality of the food. This inspires them to invite their children and grandchildren to the restaurant the next time they are in town.
Throughout these visits, the customers will be treated carefully and respectfully by servers and staff, who always have smiles on their faces and stop at nothing to make sure the customers are happy. This includes the cleanliness of the restaurant, the authenticity of their uniforms, and their behavior with customers.
Gap Dashboard
As many of the key personal, marketing, strategic, and tactical goals as possible will be tracked through the use of the Gap Dashboard. Those that are not represented here (such as some tactical goals) will be tracked based on the schedule for development in the Milestones table. On a quarterly basis, the key marketing metrics will be entered into the Gap Dashboard to judge actual results against these goals.
Personal goals relate to limiting the CEO's time spent as shift manager and increasing the time spent on marketing activities. The primary marketing goals are to maximize revenue of the Neon Memories Diner and reserve cash for the opening of an additional restaurant under the same brand in 2013. The strategic goal of becoming Whoville's number one family restaurant will be measured by press mentions as a key indicator, but will be based on the rankings in the Whoville Post's annual restaurant review. The restaurant is currently at number five. Tactical goals that can be measured quantitatively are represented here.
Gap Dashboard
Year 1 Year 2 Year 3
Personal
Shift management time 852 500 500
Hours of marketing work 470 500 500
Business
Revenue $1,436,332 $1,781,567 $1,849,786
Cash reserved for new restaurant $186,917 $295,665 $332,661
Strategic
PR mentions 171 291 300
Ranking in Whoville Post Annual Restaurant Review 5 2 1
Tactical
Theme nights held 18 24 24
Neon Points awarded 520,451 890,783 924,893
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