Marketing Plan - the Fountain on Main

Marketing Plan

The Fountain

As presented by the Marketing Team of

Ashley Barker

  Desari Roberts

Aaron Treece

Fall 2015

MKT 2000-Section EE02C

executive Summary

        The purpose of this report is to provide a brief overview on The Fountain on Main. We have reviewed the product line, service, competition, and marketing strategy. We will introduce a mission statement stating the restaurant’s purpose and its focus on the market as well as the customers. We have provided a marketing plan along with an advertising and marketing budget focused around the current market in the Springfield/Clark County area. The marketing plan also focuses on the menu and nostalgia of The Fountain on Main while providing an advertising budget to remain competitive in the restaurant and food service industry.

        We have proposed the operation of expanding the menu with additional items which provides customers with more variety in their selections. We have recommended the restaurant make plans to expand the available seating with additional tables and bar seating. The restaurant’s staff is very small and needs to remain market focused while providing excellent customer service to build lasting customer relationships, which will encourage repeated support.

            For the product line, we are recommending on focusing promotion efforts on menu items by adding more permanent items to the menu such as the barbeque pulled pork sandwich, sloppy Joes, super BLT, and meatloaf. With an expanded product line, The Fountain on Main can stay competitive by offering a larger variety of options with a wider selection of items. Utilizing customer feedback and recommendations through Facebook and comment cards will help to optimize the product line catered to customers’ needs and wants.

        Since The Fountain on Main already offers low competitive pricing on their menu items, we do not recommend any changes in pricing at this time. Due to the use of local suppliers and distributors, the restaurant is able to keep their shipping and delivery costs at a minimum while continuing to use fresh quality ingredients in their product line. If shipping and delivery expenses should increase due to the changing economy, we recommend reviewing the menu pricing at a later date if it should become necessary to maintain a marginal profit.

        To stay competitive within the restaurant and food service industry in the Springfield/Clark County area, it is recommended that The Fountain on Main consider expanding the seating availability. With additional seating, the restaurant will be able to service a larger number of clients. With additional customers, sales would increase as well as profits. Additional staffing may need to be added as the customer base increases as well. Lunch or dinner delivery service may also be an option to expand the customer base and to build long-term customer relationships by providing a convenience to the customers.

        Due to the limited advertising budget, it is recommended that The Fountain on Main utilize avenues which will reach more people at minimal costs. Facebook is a social networking site which is at no charge and can be utilized to promote daily or weekly specials, special events, new menu items, etc. Informative advertising can be utilized through partnerships with other local businesses and offices. Reminder advertising can also be utilized through local publications and other social network media sites.

Current Mission Statement

 None

Proposed Mission Statement

  The Fountain on Main is a locally owned food service soda fountain restaurant featuring a 50’s style atmosphere and menu that takes their customers back into time with great memories and friendly service.

Market Description

The Fountain on Main is a locally owned restaurant located in the heart of downtown Springfield. The market consists of residents within Springfield and the surrounding vicinity that want to enjoy a simple homemade meal in a unique environment. Considering the 50’s decor and atmosphere, customers can range from teenagers, families with small children, and/or the older generation who grew up in this particular era.

Since the restaurant is located on the corner of Main and Fountain Streets in downtown Springfield, increased lunch business is anticipated for the people who work within the area of the eatery. The ice cream soda shop welcomes everyone who wants to take a step back in time and enjoy a glimpse from our past.

Various factors are considered to determine the marketing options for the Fountain on Main. Along with the theme, reasonable prices, restaurant hours, size, and accessibility, there are other factors that are considered. One of the obvious factors are the other competing eateries who have extended hours, which may be a disadvantage when marketing to the young adult population or the dinner crowd of Springfield. Since the soda fountain is located on the ground level of the Nationally Registered Historic Bushnell building with limited parking, customers may find the location as an inconvenience, especially for businesspeople that are limited on time during their lunch hours.

In addition to the aforementioned, the following factors are also considered when marketing for the Fountain on Main.

Economic Environment- The U.S. economy is still recovering from the recession that began in 2008. As the economy begins to stabilize, competitors of The Fountain on Main may lower prices or begin offering discount opportunities. Our company must utilize methods to create strong customer relationships and create a need for customers to dine at our restaurant.

There has been media saturation concerning the stability and availability of social security funds. Due to the fear of the instability and availability of social security many have cut back on spending frivolously such as dining out in efforts to save money for retirement which was previously thought taken care of by the utilization of social security.