Ghassan Ihbais

Harpers Restaurant

PR Plan by Ghassan Ihbais

I have abided by the UNCG Academic Integrity Policy on this assignment. All work
contained within is my own work and follows the guidelines provided.
Ghassan Ihbais 10/8/15

Ghassan Ihbais

Table of Contents

Section One: Situational Analysis

Contact Information
Description of Services
Mission Statement
Administrative Staff
Short-Term Goals
Long-Term Goals
Strengths of Organization
Challenges of Organization
Existing Competitors
Government and Regulatory Agencies
Reference Publications
Channels of Communication
Client Publics Opportunity/Problem Client Statement
Target Public Description, Defense and Demographics
Target Public Psychographics
Strategic Research Design

Contact Information
Harpers Restaurant
601 Friendly Center Rd, Greensboro, NC 27408
Phone: (336) 299-8850
Fax: 704.358.0702
Email: [email protected]
Website: www.harpersgroup.com & www.facebook.com/harpersgso

Days and hours of Operation:

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Monday-Thursday: 11:15am- 10:00pm

Friday-Saturday: 11:15am- 11:00pm
Sunday: 10:30am-9:00pm
Brunch: 10:30am-2:30pm

Description of Services:
Delivering excellent service to locals whom seek value for attending a high quality
venue. Charlotte-based Harpers is all about developing unique, dynamic, and exciting
restaurants in the Carolinas. Today, Harpers Restaurant Group operates three concepts
across six restaurants with more than 450 associates. Harpers constantly strive to set
the bar higher when it comes to delivering polished casual dining.
www.harpersgroup.com

Mission Statement:
Harpers Restaurant Group is committed to southern hospitality. Harpers guarantees a
dazzling experience with world class food and service in a first-class facility. Harpers will
attract, cultivate and retain dynamic people through respect, opportunity and innovation.

Administrative Staff
Mark Sienko
General Manager
Phone: (336) 944-4410
Email: [email protected]
Kristin Iddings
Assistant General Manager
Phone: (336) 324-3658
Email: [email protected]
John Smith
Kitchen Manager
Phone: (336) 299-8850
Short-Term Goals:
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To give the best dining experience in the area.

To excel in dining and serving performance.
To always make the guest feel special.
To use the highest quality ingredients in our recipes.

Long-Term Goals:
To build a strong relationship with our regulars.
To increase revenue during slower seasons.
To raise our amount of families that come on regular bases 15%.

Strengthens of Organization
Harpers restaurant is in the heart of the friendly shopping center which stays busy
through all times of the year. While most restaurants go through periods of decline in
business, they operate at full capacity almost every night.
Originality is a strength that we show by developing a menu that can be enjoyed by the
crowd we bring in. Harpers serves a signature list of cocktails that you can enjoy in the
bar or the dining area. Harpers delivers a menu that is diverse to most diets. Harpers
understands that people have different types of allergies and they try to work with and
help people enjoy something they offer.

Challenges of the Organization:

Challenges come from running a tight budget, Competition stealing regulars and hiring
permeant and seasonal staff. Running a budget can be difficult at times because
harpers want to use the freshest ingredients when it comes to preparing meals.
With Pita Delite and US Sushi right on the same block competition for guests could be
become an obstacle. Harpers wants to serve the best quality food in a timely manner,
while Pita Delite and US Sushi strive on selling food at a faster pace to get customers in
and out.
Most Restaurants have the same challenge when it comes to keeping a staff for long
periods. Like most places having a high turnout rate, Harpers wants to hire employees
that can stay throughout the years.

Existing Competitors
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Pita Delite
617 Friendly Center Rd
Greensboro, NC 27408
Phone (336) 282-1377
Website: www.Pitadelite.com
US Sushi
619 Friendly Center Rd
Greensboro, NC 27408
Phone: (336)854-7854
Website: www.us-sushi.com/
Brueggers Bagel Shop
3116 W Friendly Ave
Greensboro, NC 27401
Phone: (336) 547-0510
Website: www.brueggars.com

Government and Regulatory Agencies

Internal Revenue Service (IRS) (STATE)
4905 Koger Boulevard
Greensboro, NC 27407
Phone: (336)574-6024
Website: http://www.irs.gov/uas/Services-Provided-Greensboro-NC
Internal Revenue Service (IRS) (Federal)
P.O. Box 931000
Louisville, KY 40293-100
Phone: 1-800-829-4833
Website: http://www.irs.gov
Food and Drug Administration
10903 New Hampshire Ave
Silver Spring, MD 20993-0002
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Phone: 1-888-463-6332
Website: www.fda.gov
Reference Publications
WFMY NEWS 2
1615 Phillips Avenue
Greensboro, NC 27405
Email: [email protected]
Website: http://www.wfmynews2.com/story/news/local/good-morningshow/2015/06/06/harpers-restaurant-prime-rib-fries/28594341/
Various Online recipe guides. http://www.harpersgroup.com/Recipes.asp

Channels of Communication

Facebook: https://www.facebook.com/harpersgso
Twitter: https://twitter.com/harpersgso
Instagram: @Harpersrestaurantgso
WFMY NEWS 2
Online Advertisements
Print Media
Word of mouth

Exhaustive Ranked Labeled List of Clients Publics

Rank
1.
2.
3.
4.
5.
6.
7.

Public

Resource

I/E

Staff
Administration
Customers
Suppliers
Future Clients
Competitors
Media

Workforce
Guidance
Reason to operate
Supplies/Ingredients
Increase revenue
Motivation
Marketing/Promoting

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Client Publics Opportunity/Problem Client Statement

Charlotte-based Harpers Restaurant opened over twenty years ago. Today, Harpers
Restaurant Group operates three concepts across six restaurants with more than 450
associates.
The problem occurs when we lose staff to competitors, school or future employment
offers. Like most restaurants, Harpers in the Friendly Shopping Center is surrounded by
lots of competition. Staff member may seek employment at neighboring places if they
dont feel like they are making enough money or seek more hours. Students returning to
school with a busy class schedule might have to cut working at harpers. Another issue
Harpers has is the amount of college staff that graduate and find another job.
Harpers teaches new staff members the dynamics of how to serve patrons. With a
smart administrative team to guide the staff into new trends. Bar and Servers at Harpers
make more money when they apply knowledge the managers give. The Customers are
behind the success and expansion of Harpers. Local farming suppliers give the
restaurant almost all the ingredients behind the food. Harpers delivers exceptional food
to build a regular client base. The goal for the next five years is to increase profit margin
by 10%.

Target Public Description, Defense and Demographics

Target Public for Harpers would be the eight bartenders who take care of the busiest
part of the restaurant. The bar staff excels at making cocktails, taking orders, serving
guests, and cleaning the bar area. Nearly everyone on the Bar staff has at least three
years of experience making service in the bar exceptional. Following the mission
statement to serve high quality food with the best dining experience is what this team
does day-to day. The target public that was chosen for this plan is the 8 bartenders that
work throughout the week at Harpers. Since they take care of the busiest part of the
restaurant, the bar staff is crucial for success and growth of the organization. The staff
members range from the ages 24 to 58, both males and females. All staff members
have experience at pervious employments with taking care of a bar which adds to the
amount of knowledge each member has towards service. If the bar staff can continue to
operate well together then business well increase.

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Target Public Psychographics

Experiencers
To become a bartender at Harpers you want be proficient at everything inside the
building. Experienced bartenders are the first in and last to leave each shift. As the
latest trends come into play, bartenders must adapt. Bartender have to love physical
activity, as the job requires you to be fast pace. Multitasking plays a big role in the life of
a bartender. They have to be able to see themselves as very sociable with regulars who
come in to grab a drink and talk. Bartenders have a heightened sense of visual
stimulation for drinks and how they must look to represent our craftsmanship.
http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml

Thinkers
Bartenders have to understand social norms for what ought and should be morally
correct when holding conversations with the public. Plan, Research, and consider
before they act is important when it comes to understanding the person you are serving.
Bartenders must use understanding to be able to reach similarities and commonalities
with regulars and guests who are new to the restaurant. They must also need the ability
to think outside the box towards whats hot. Bartenders have to be efficient with using
technology to order the food and drinks and be able to print off checks for guests.
http://www.strategicbusinessinsights.com/vals/ustypes/thinkers.shtml

Defense of Psychographics
Experiencers best fits this psychographics because of the much needed ability to have
already learned drink recipes before you begin employment. Having more experience
can make the job easier and more efficient. Bartenders are viewed as the highest
ranked position below mangers at Harpers, so you basically must know everything
about the job.
Thinkers is another psychograph that fits into the restaurant/bar field. To keep up with
the needs of clients you must be able to think for yourself. At times anyone who is the in
the building has to rely on themselves thinking to take care of situation. If a problem
happens an employee of Harpers must be able to use strategy to come up with a
solution. Having the ability to think will help you understand the social norms and
moral value of something a bar patron might ask.

Strategic Research Design

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Formal, primary research will be conducted in order to gather the data from Harpers
target public. All eight bartenders that were chosen will be asked to complete a survey
to represent qualitative and quantitative research. This census will represent the entire
bar staff because all eight members will be asked to complete the survey.
Sample quantitative questions will include: what days do you work at harpers? How
many days a week do you work at harpers? How many hours does a regular shift run?
On average how many guests do you serve? All answers will be combined to obtain
appropriate measure.
Sample qualitative questions will include: What is the best thing about Harpers? What
the worst thing about Harpers? What is your favorite menu item at harpers? What is
your motivation or inspiration for success? How has the staff helped you at harpers?
All answers to questions both qualitative and quantitative will be combined and
reviewed in order to make the appropriate changes by the administration at harpers.

Budget Information
The budget will be $2,500.