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Our Strategy Is Simple

The document summarizes the strategy and marketing plan for a new restaurant called Gabri's Lounge & Restaurant. The strategy is to provide excellent food in a welcoming environment to appeal to successful customers and establish a strong identity through quality and community involvement. Marketing will focus on increasing awareness in surrounding communities through word-of-mouth. The restaurant aims to be the value leader by offering moderate prices and high quality food and service. The competitive edge is its international menu, fresh ingredients, elegant atmosphere, and friendly service. Main competitors are upscale restaurants in a nearby town, but the plan is to attract local customers by convincing them to dine locally.

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Manavalan Rengarajan
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34 views

Our Strategy Is Simple

The document summarizes the strategy and marketing plan for a new restaurant called Gabri's Lounge & Restaurant. The strategy is to provide excellent food in a welcoming environment to appeal to successful customers and establish a strong identity through quality and community involvement. Marketing will focus on increasing awareness in surrounding communities through word-of-mouth. The restaurant aims to be the value leader by offering moderate prices and high quality food and service. The competitive edge is its international menu, fresh ingredients, elegant atmosphere, and friendly service. Main competitors are upscale restaurants in a nearby town, but the plan is to attract local customers by convincing them to dine locally.

Uploaded by

Manavalan Rengarajan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Our strategy is simple, we intend to succeed by giving people a combination of excellent and

interesting food in an environment that appeals to a wide and varied group of successful people.
We will focus on maintaining quality and establishing a strong identity in our community. Our
main focus in marketing will be to increase customer awareness in the surrounding communities.
We will direct all of our tactics and programs toward the goal of explaining who we are and what
we do. We will keep our standards high and execute the concept so that word-of-mouth will be
our main marketing force. 

We will create an appealing and entertaining environment with unbeatable quality at an


exceptional price. An exciting and friendly restaurant, we will be the talk of the town. Therefore,
the execution of our concept is the most critical element of our plan. All menu items are
moderately priced for the area. While we are not striving to be the lowest-priced restaurant, we
are aiming to be the value leader.

5.1 Competitive Edge

Our competitive edge is the menu, the chef, the environment, the management, the service and
our friendly place! We will have an international menu and our food will be made with the
freshest ingredients and produce available. The chef has an excellent taste for what fine dining is
and requires. Our environment is elegant and comfortable and our decor is warm and relaxing.
Great service is very important to us. The management and servers will handle every detail to
make customer's special evening even more special! All this and our great atmosphere will make
customers want to come back again and again!

5.1.1 Main Competitors

Our biggest competition is the town next to Long Branch, called Red Bank which has a large
selection of restaurants. Currently, many people who live in Long Branch drive seven miles to
Red Bank to dine out. With the redevelopment in Long Branch and with Gabri's Lounge &
Restaurant, we will convince these people to stay in Long Branch and eat at our restaurant.

There are three restaurants in Long Branch that are similar to Gabri's. These are also the three
most popular places in Long Branch. Each of these restaurants will be important to us. We
feel the clientele they have is the class of clientele that Gabri's will appeal to.

1. The first place is an 80 seat restaurant, open six days a week and serves lunch and dinner
located uptown on Broadway. It is very busy for lunch as well as at dinner time. Their
price range is $7-$15 for lunch and $12-$29 for dinner entrees.
2. The second is an upscale lounge/food bar with a small menu. It is located in the West End
district two blocks away from the ocean. They are only open for dinner. The small items
on there menu range from $8-$15 and a mixed drink is $8-$10.
3. The third place is an upscale Contemporary American restaurant at the Ocean. They are
open seven days a week, dinner for two without wine averages $100.

Everyone that sells prepared meals is our competition though because we all compete for the
same home meal replacement dollar. However, there are two segments of the restaurant industry
that are our main competition: the casual dining restaurant concept and the fine dining value
restaurant. If the value of the food and price and service is better at a fine dining restaurant than a
casual restaurant, where will is a customer more likely to go?

The key is to deliver the best food at the best price with the highest level of service. This is the
very definition of value. This concept is at the heart of Gabri's Restaurant & Lounge.

5.2 Marketing Strategy

The total population in New Jersey is 8,414,350 people.

615,301 people live in Monmouth County, 50% between 25-55 years old. That is the age group
that dines out two to three times a week and spends an average $795 a month on food and drinks.

There are 224,447 households in Monmouth County and an average 2.7 persons per household.
The median family income in Monmouth County averages, $64,271/year. There are 636
registered businesses in Long Branch with 7,885 employees. 

We mention that there are over 200,000 Scandinavians living in New Jersey and most of them
live within 30 miles of Long Branch. We will be serving some Swedish cuisine as there is no
Scandinavian restaurant in New Jersey.

Our primary customer base is from Long Branch, West Long Branch, Monmouth Beach,
Rumson, Little Silver, Middletown, Red Bank, Shrewsbury, Deal, Eatontown,
Freehold, Oceanport, Allenhurst, & Asbury Park.

Read more:
http://www.bplans.com/fine_dining_restaurant_business_plan/strategy_and_implementation_su
mmary_fc.cfm#ixzz10ArntNpN

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