SF RESTAURANT GROUP

Marketing ManagerFly Bar – Solstice – Big Nate’s

Christopher SerioMarketing MBA

• SF Restaurant Group• Company Overview, Landscape, SWOT

• Marketing Plan• Ideas, Calendar, Costs, and Tracking

• Marketing Manager• Mission, Objectives, Competencies

• Appendix• Cover Letter, Resume

Table of Contents

SF Restaurant Group

• SFRG 2009 Revenue - $5 Million• Fly Bar’s• Smaller spaces and crowded on weekends, great

happy hour, good sangria, friendly staff• Flashy and trendy website, no reservations

• Solstice• Tasteful atmosphere, decent prices and service,

casual drinks and tapas• Flashy and trendy website, phone reservations• Wednesday jazz night, private lounge for parties

• Big Nate’s BBQ• Iconic traditional BBQ in SF, rebranding may be

necessary, expansion possible• No website, Facebook group with 44 members

SF Restaurant Group

• Over 800,000 people in San Francisco• 3,000 bars and restaurants in SF, the lions

share are privately owned and operated• 5% of total restaurants in CA

• One bar or restaurant for every 265 people• Statewide sales of $58 billion annually• Estimated sales of $2.9 billion for SF• Four restaurants owned by SFRG• 0.13% of total restaurants in SF• Average sales per restaurant in SF - $950,000

SF Restaurant Landscape

• Lower Pac Heights• Location of Solstice and Fly Bar One• Attractions – Kabuki Theatre, Alamo Square, Japantown,

Fillmore Jazz• Competition – NOPA, Dosa, Woodhouse Fish Company

• Polk Street & California (Tender-Nob)• Location of Fly Bar Two (at Larkin)• Attractions – Great American Music Hall, Grace Cathedral,

Lafayette Park, AMC Theatres • Competition – Swan Oyster Depot, Olea, Amelie, Nob Hill

Grille, Osha Thai, Sushi Rapture• SOMA & Mission (South Van Ness)• Location of Big Nate’s BBQ• Attractions – Orpheum Theatre, Victoria Theatre• Competition – Monk’s Kettle, Sushi Zone, Walzwerk,

various food stands and markets

Neighborhood Competition

SWOT AnalysisStrengths:• Business partners, combination of

restaurant experience and business / finance

• Solstice and Fly Bar capture three distinct groups – happy hour, dinner, night life

• Addition of Big Nate’s brings name recognition to SFRG

• Strong consumer reviews regarding service

• Organic growth has proven successful

Weaknesses:• Minimal or no reservation system in

place• Lack of clear marketing / business

objectives• Marketing tools are not being utilized• Web presence is lacking• Big Nate’s needs rebranding

Opportunities:• On a typical day 42% of San

Franciscans are foodservice patrons – 325,000 people

• Lifestyle preference shift – restaurants are a better use of adult and family time

• Privately owned, locally sourced restaurants have an advantage over chains in SF

• SF Chamber of Commerce & CA Restaurant Association

• Delivery, take out, gift cards, loyalties• Expand web presence, SEM, social

media

Threats:• Consumers are fickle, demand variety,

and are hesitant to adopt a “go-to” restaurant

• Industry environment – historically, privately owned restaurants have a high failure rate

• An increasing majority use the Internet to find restaurants; SFRG’’s lacks presence

• Price sensitivity is a primary decision driver for consumers – subs high, switching costs low

• Over 3,000 restaurants in San Francisco

Marketing Plan

• Learn current business and marketing efforts from SFRG – best practices

• What is the vision of the group?• What are your goals?• Meet with employees, gain their thoughts• Great resource for creative ideas

• Review historical numbers• 2009 revenue of $5 million

SFRG Marketing Audit

• Opentable.com – visibility, reservations, revenue, credibility

• Websites - build the website for Big Nate’s• Align sites stylistically

• SEM – optimize for brand recognition and create campaigns for consumer action

• Blogging – post facts about SFRG, menu updates, loyalty offerings, features

• E-Newsletters – join monthly email list, receive news and offerings

• Social Media – Facebook contests and advertising

Online Campaign

• Logo’s for Solstice and Big Nate’s• In line with Fly, brand recognition for SFRG

• Business cards for venues at each restaurant• Survey’s and business cards with check• Consumer feedback, promote social media

• On menu advertising – Facebook and Twitter, weekly specials, plug other venues

• Locally sourced, healthy options for guests• Weekly or monthly charity parties• Loyalties and club members• Networking – buzz, word-of-mouth, neighborhoods• Placement – exposure at SF festivals• SWAG – pens, magnets, mints

Offline Campaign

• Revenue, Revenue, Revenue!!!• Reports - ROI, monthly, quarterly, annually• Compare revenue to historical restaurant data

• Reservation tracking through Opentable• Convert lost business into guests and revenue• Track guests needs, repeat business, and guest loyalty

• Google Analytics• Track website activity, visits, average page clicks, menu

downloads, and conversions (reservations) • Facebook Advertising & Fan Pages• Promote within restaurants and track conversions (fans)• Target “fans” and promote to them through FB

• Vertical Response (email)• Track percentages for opens, clicks, bounces, unsubscribes,

forwards, conversions, and non-responders• Blogging• Track visitors, reads, follows, and conversions

Measurement & Tracking

Annual Marketing Calendar & Costs

Campaign & Action

Dates & Timeline Total Cost Tactics &

Comments

Web DevelopmentFirst 30-60 days,

ongoing $12,000.00

Building webpage for Nate's, aligning sites, create brand

Opentable (reservations)

First 30-60 days, ongoing

$16,000.00 Increase occupancy and revenue through system

Business Cards & Surveys

First 30-60 days, ongoing

$1,000.00 Build brand, given to guests, create awareness, repeats

Social Media PagesFirst 30-60 days,

ongoing $-

Built and maintained by Marketing Manger, branding

SWAG / Giveaways60-120 days,

ongoing $9,000.00

Giveaway and promotional items for guest / contests

Vertical Response (email)

60-120 days, ongoing

$8,500.00 Email campaign to increase awareness with guests

Google Adwords Campaigns

60-120 days, ongoing

$12,000.00 Create web traffic, drive prospects to our sites

Facebook Ad Campaigns

60-120 days, ongoing

$6,000.00 Direct targeting of guest that "like" restaurants / services

Fillmore Jazz Festival July 2-3, 2011 $3,000.00 One booth for three restaurants, branding, sales

Outside Lands FestivalAugust 20-21,

2011 $5,000.00

One booth for three restaurants, branding, sales

Total Campaign Cost   $72,500.00  

Marketing Manager On Boarding Task or Action Timeline Purpose & Comments

Meet & Interview Employees First 30 Days Survey and gain their

perspective on SFRG

History of SFRG Books First 30 DaysBalance Sheet, Income Statement, Cash Flow, P&L

Learn Each Property First 30 DaysMenus, flow, trends, and full customer demographics

Social Media First 30 Days Build Fan Pages, Twitter, and define blog content

Logo's for Solstice & Nate’s First 30 DaysFirst big step in creating brand image and continuity

Reservation System 30-60 Days Set contract and begin on boarding with Opentable

Business Cards 30-60 DaysCreate business cards for each location, brand support

Guest Surveys 30-60 Days Create surveys for each location, guest feedback

Press (PR) Kit First 60 Days Create kit for press, brand, marketing, support

Email Campaign First 60 DaysOutline strategy for email campaign, other promotions

Marketing Manager

Objective’s and milestones for this role:• 2010/11 revenue growth of 20%• Projected revenue of $6 million for SFRG• Each guest generates $30, goal of 200,000 guests, average of

135 guests per restaurant per day• Effective implementation of both online and offline

marketing campaigns• In restaurant promotions, online tracking and campaigning,

recommendations from staff, feedback from guests• Master knowledge of competition, marketing, and

menus• Websites, occupancy, menu changes, offerings

• Entrepreneurial drive, taking ownership and initiative with position and assigned tasks

• Analyze and interpret ROI of marketing initiatives and communicate findings

Marketing Manager

• Intelligence & Analytics – learn quickly and process data to draw business insights

• Organization & Planning – able to focus on key priorities in an efficient and productive manor

• Flexibility & Adaptability – to changing priorities and conditions, handle complexity and change with ease

• Work Ethic – possesses willingness to work hard and settle for nothing short of A-quality deliverables

• Creativity & Innovation – generate new and innovative approaches to problems

• Sociability – brand advocate, effectively promote portfolio through sociality and professionalism

Candidate Competencies

• Teamwork – collaboration through departments striving towards logical and obtainable goals

• Honesty & Integrity – ethical, maintaining trust and confidence with employees and consumers

• Proactive & Committed – has the agility to move quickly and take a forceful stand without being abrasive

• Personnel Development – employees learn, improve, and grow within their roles to better the company

• Passion & Enthusiasm – energized and excited about products, approaching challenges with a can-do attitude

• Strategic Thinking & Vision – see and communicate big picture in an inspiring way, understanding competitive landscape, industry opportunities, and threats

Organizational Competencies

Appendix

Chris Serio

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Chris Serio

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