Urban Farm Cafe Marketing Plan
Winter 2010 Quarter – Marketing Principles & Practices – with Tom Lewis (his son created the Bravo show “Flipping Out”)
Our final project was to create a comprehensive marketing plan. Some people created marketing plans for companies they were currently in or a product they were currently working with. My team decided to come up with something completely new.
Urban Farm Cafe
The Concept: My group came up with the concept of a casual grab-and-go restaurant cafe that serves up all locally grown and organic foods located in the heart of Woodland Hills, an area where there is little direct competition from other “healthy” restaurants but where the residents are still relatively affluent and educated, so they will be willing to pay more for a healthy alternative to the chain restaurants heavily populating the area.
The Plan: Ideally, a realistic goal for a new restaurant is to break even in the first year. However, that wasn’t good enough, so we set a lofty goal of 15% gross profit margin for our price objective (from an overall $960,000/year revenue objective). We dreamed up this cozy and comfortable, simple yet stylish, little spot for my suburban neighbors. Our restaurant cafe serves up all locally grown and organic fare at relatively affordable prices. What’s special is that all our condiments and spreads will be homemade and everything on our menu is customizable. Customers will be able to place orders over the internet on our website or on their phone, and come in to pick up their order when it’s ready. We will offer a seasonal menu in addition to our regular offerings.
The Urban Farm Cafe Experience: My goal was to build a community around this restaurant cafe, so that it’s not just a place that serves up great good, but that it also becomes an integral part of the community. We will form partnerships with local small businesses such as gyms, spas, hotels, and yoga studios. We will be present at the local farmer’s markets, hold cooking demonstrations at schools and offer weekend food and tea tastings of our newest recipes. In addition, we will encourage our customers to help build our online presence by offering incentives in the form of a point system (points redeemable for future meals, merchandise, events, food tastings, etc.). This plan is a result of the firm conviction held by my teammates and I that healthy eating can also be fun.
My contribution to the project: Promotional Strategy, the bulk of the editing, and I made the PowerPoint presentation.
