Hungry for Buns

Presented byYen Luu

Tony NguyenRochelle Ruperto

Making Food the Focus

Hungry for Buns

New Mission Statement:We believe that eating organic should be a part of a customer’s everyday lives and with our burgers eating organic is easy. In addition, we use all natural ingredients alongside other restaurateurs who believe that eating organic is beneficial. Our restaurant, Konjoe, means, “with gusto,” which really captures how we feel about our food and how we want to produce it.

New Tag Line: “We do organic right.”

Hungry for Buns

New Konjoe Logo

Hungry for Buns

Hungry for Buns Marketing AgencyMission Statement: Our company gives clients the resources they need to stay on top of the competitive market for the food industry. We focus on increasing brand awareness, customer traffic, and building demand for the client’s product. The businesses that we promote are food restaurants that focus on using organic produce and naturally raised animals. If the business takes pride in the uniqueness of their food, our agency will promote it. Your satisfaction is our success.Tag line: Making food the focus.

Hungry for Buns

Hungry for Buns Logo

Hungry for Buns

Corporate Image Strategy

Overview:• Increase brand awareness• Increase foot traffic• Increase  customer demand for the product•Maintain a positive corporate image• Expand target market

Hungry for Buns

Brand Development Strategy

We do organic right.

Short Term Goals: • Launch locations

throughout California in the next 3 years• Launch new locations

throughout the U.S. in the next 7 years

Long Term Goals:•Become an

international brand and restaurant group•  Improve Brand

Recall.•  Develop a Brand

promise for our customers.

Hungry for Buns

Brand Positioning Strategy

Positioning:•  Develop a strong essence for the brand• Food is freshly produced from suppliers• Maintain brand identity• How?

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Opportunity Analysis

Strengths:• No other burger places in the immediate area• Destination place for those who want a burger• High quality organic food• Fits in with the ambience of San Pedro Square Market

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Weaknesses

• Location, limited staff• Limited menu, no vegetarian items• Pricey • Long wait times

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Opportunities

• Expanding into a chain• Large customer base to reach out to • Happy hour• Loyalty Cards• College students• Catering

Hungry for Buns

Competitive Analysis

Direct competitors •Umami Burger• The Counter• IN-N-OUT

Indirect Competitors•Blush Raw Bar and Lounge•Bray Butcher Block and

Bistro • Little Chef Counter

Hungry for Buns

Target Market Analysis

•Konjoe serves all customers.• Target on three main groups:

First group:  people work in downtown San Jose.Second group: people live near San Pedro Square.Third group: people who come from nearby other

cities in the Bay area.

Hungry for Buns

Market Positioning Analysis

•Differentiation• Food quality•Customer

service• Yelp reviews

Yelp Reviews:

“…one of the BEST burgers I’ve had, ever. Great service and great food = a happy customer.” – Diane H.

Hungry for Buns

Objective 1: Attract New Target Market College

StudentsSan Jose College Students•Ages 18-25• San Jose State University• San Jose Community

College

Hungry for Buns

Objective 1: Attract New Target Market College

StudentsGoals• Gain more college

student customers• Increase brand

awareness

Advertising Strategy• Spartan Daily Newspaper 1"

column• Facebook Advertisements• SJSU Planner Inserts• Groupon• Customer Loyalty Cards

Hungry for Buns

Hungry for Buns

Hungry for Buns

Hungry for Buns

Hungry for Buns

Objective 2: Attract Local Businesses & Large Catering

OrdersAdvertising Strategy:• To-Go menu• Catering menus• Metro Newspaper• San jose Mercury

Newspaper• Caviar Catering Company• Middle man• Free service for

businesses

Hungry for Buns

Social Media Plan:

• Yelp • Catering Coupons•Website• Instagram #mindfulmeat #eatclean• Facebook, Check-ins and Likes• Sweepstakes

Hungry for Buns

Hungry for Buns

Budget Analysis: Objective 1 Annual Budget

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Budget Analysis: Objective2 Annual Budget

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Price Analysis

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Evaluation

Media Plan:• To evaluate both objectives, we monitor feedback

from the same social media outlets• To create open dialogue with customers• To help rethink strategies to communicate with

customers

Hungry for Buns

Thank you for your time.