TUSCANY AND 437 RUSH

IMC CAMPAIGN

Gabby Martinez, LaNese Harvey, Marquisha Adams, and Saraca Powell

Executive Summary

• Tuscany has been one of Chicago’s household Italian restaurant brands for over 30 years

• Face the challenge of staying relevant in the restaurant game with trendy competition

• New customers are not considering these brands to dine, our solution is to build brand awareness to entice younger consumers through advertising and revamp the brands to be unified.

Situation Analysis

• Consumer Analysis• Current customers are:

• Loyal • Personal connection to the staff

• 45+, upper middle class, disposable income

• Value quality food and great service

• Empty nesters• Have more free time on their

hands

• Market Analysis• Projected restaurant industry

sales are $709 billion

• Chicago tourism • Big tourist attraction (shopping,

Millennium Park, Navy Pier)

• Current Trends• Sustainability, healthy options,

ethnic foods

• Sharing foodie experiences via social media• Instagram, Twitter and Pinterest

Product Analysis• Tuscany provides great food and service.

• Consumers want to dine out in an entertaining environment.

• Consumers view Tuscany as a typical Italian restaurant.• Ambience is loud – not intimate, dated

• Large portions

• Many thought they were the youngest in the restaurant• Felt out of place among current customer base

SWOT AnalysisStrengths Weaknesses

• Fresh, authentic, and quality

food ingredients

• Great customer service

• Great locations

• Reasonably priced

• Old fashioned/outdated

• Lack of brand appeal to younger

audience

• Lack of brand positioning

• Younger consumers doesn’t fit in

Opportunities Threats• Advertise local, fresh ingredients

• Target Millennials

• Implement a small plate menu to

compete with social restaurants

• Revamp Interior (bar & add a

lounge area)

• Intense

competition/oversaturated

market

• Popularity of bar driven

restaurants

• Decline of sit down dining due to

consumers' busier lives.

• Consumer's tastes are changing

(exotic foods, fusion restaurants)

Competitive Analysis

RosebudRestaurants: Rosebud on Rush; The Rosebud; Rosebud Steakhouse; Rosebud Prime; Rosebud Italian Specialties and Pizzeria; etc.

• Established in 1973

• 10 restaurants in total

• White table cloth Italian concept restaurants

• Well known establishments that celebrities frequent

• Key Message: Rosebud has an “emphasis on family, value AND great food”

Lettuce Entertain You Restaurants: RPM Italian; Maggiano’s Little Italy; Petterino’s; Saranello’s; Antico Posto; Frankie’s Scaloppine

• Established in 1971

• LEYE Italian restaurants range from high end white table cloth eateries to upbeat “casual clothes” restaurants.

• Key Message: LEYE message is to “maintain a sense of humor and enjoyment while creating high quality, successful restaurants”.

Gibsons Steakhouse• Restaurants: Gibsons Steakhouse (Chicago, Rosemont and

Oak Brook); Hugo’s Frog Bar & Fish House; Lux Bar; QuartinoRistorante

• Established in 1989

• Seen as a fine dining but casual steakhouse

• Gibson consider themselves one of Chicagoans favorite eatery

• Key message: Gibson’s message is embodied around family. If you dine at Gibson you can enjoy a great meal in an environment where you are treated like family.

Francesca’s:

• Restaurants: Mia Francesca; Francesca’s on Taylor; La Sorella di Francesca; Francesca’s Passaggio; etc.

• Established in 1992

• White table cloth restaurants

• Francesca’s restaurants message is “to encourage the lively art of dining with a contemporary, casually sophisticated trattoria ambiance, simple, rustic cooking, friendly service and fair prices”.

Target Market: Primary• Responsible Trendsetters

• Men & women ages 25-45, college educated

• Not brand loyal yet

• Value fresh products, quality, and social experiences

• Tech savvy – spend more time on their phones• Active on social media (FB,

Instagram, Twitter)

• Open minded, willing to try new things

Target Market: Secondary• Seasoned Eaters

• Men & women ages 45+, established in profession

• Brand loyal – already know what they like

• Frequent the city for entertainment• Greater amount of time

dedicated for leisure

• Value high quality products and service

Marketing Objectives

• Increase current customer visits by 10% in a one year

period.

• Increase new customer visits by 15% by in a one year

period.

Strategies

• Rejuvenate the brand image of Tuscany and 437 Rush

• To do this, we want to:

• Update the current logo

• Rebrand 437 Rush so that it fits under the Tuscany umbrella

• Create a slogan that captures the essence of Phil Stefani’s Italian

Chicago restaurants

Strategies

• Build awareness and generate a presence in the

consideration set for the new target consumer.

• To do this we want to:

• Promote and get people excited about the brands via social media

• Create a group atmosphere within the restaurants

• Give people a reason to keep coming back with the creation of a loyalty

program

Key Selling Points• We only use quality and fresh ingredients in every meal

• Tuscany is the “Chicago” restaurant brand

• Tuscany restaurants are always evolving

TAGLINE:

Logo Update: Tuscany

437 Rush Re-brand

Video and Social

• Singing Waiters Video

• #mytuscanymelody contest• Find singing waiters

throughout the Chicago area

• Take photos, post them on social media with the hashtag (Tag the brand).

• Winner: 1st to find all five groups of waiters and post photo online.• Prize: Cocktail name for

Season & Trip to Italy

Outdoor Advertising: Sidewalk

• QR codes will be displayed on sidewalks of Chicago’s downtown area

• Each code will include an old Italian saying pertaining to food• Unlocking QR code will lead

to the meaning of the saying on Tuscany’s website

• Landing to mobile Tuscany site

Italian Sayings

• Italian saying: It all

ends with biscuits and

wine (tutto finisce a

tarallucci e vino).

• American translation:

Don't worry, everything's

going to be fine.

Italian Saying

• Italian saying: A little wine kicks the doctor out the door (due ditadi vino e una pedata al medico).• American

translation: An apple a day keeps the doctor away.

Outdoor Advertising: Bus Stop• Video ad- Chef

cooking in the kitchen.

• Farm to table

• Interactive

Outdoor Advertising: Bus Stop

Small plates/Shareable menu

• Customers are more

frequently dining out

in groups

• As a way to

encourage

customers to visit,

create a menu

intended to share

plates/cocktails

• Gives them a place

to hang out, dine

casually and then go

out for a night in the

city

Food Truck

• Parked downtown

Chicago, South and

West Loop every Friday

during Q3

• Customers can sample

new small plates and

signature dishes

• Customers can take

pictures with the food

truck and use the

hashtag

#tuscanychicago

Loyalty Program

• Rewards Card/or Mobile App• Track the # of visits

• 5 visits= $15 in rewards

• Win a trip to Tuscany, private party, or chef visits customers home.

• Random gifts/products

• Dollars on special occasions.

Reward

s

Mobile: Rewards App

• View rewards (dollar amounts earned)

• Track number of visits

• Locate restaurants

• Search menu

• Make reservations

• Place an order

• Learn about latest specials and promotions

Reward

sMobile Site

Internet Radio and Radio

• Tuscany radio commercial will be played during the morning and afternoon rush hours.

• It will be featured on popular stations: WGCI, KISS FM, 101.9 The Mix, and V103 and Pandora

• The commercial will emphasize Tuscany’s key selling points

Media Schedule

2016 Quarter 1 Quarter 2 Quarter 3 Quarter 4

Outdoor/Transit

PR

Social Media

Internet

Mobile

Radio

Activity Schedule

Q1 Q2 Q3 Q4

Winter Spring Summer Fall

Logo revamp

Display Ads

Loyalty

program

Video

Contest

Small Plates

Menu

Display Ads

Contest

Winner

Food Truck

Display Ads

Loyalty

Program

Display Ads

Social Media Editorial Calendar

Q1 Q2 Q3 Q4

Brand Revamp Contest

Topic: Music

Topic: Healthy

meals

Topic: Cooking

Announcements

Updates

Announcements

Updates

Announcements

Updates

Announcements

Updates

Brand Revamp

Photos

Contest Photos Food Truck

Photos

Photos

Brand Revamp Topics:

Events/Catering/

Private Parties

Topic: Vacation Topic: Tuscany

Chefs

Budget

• Bus Stop Ads (One each quarter for 4 weeks) : $44,000

• Sidewalk Art: $4,375

• Street Team (4 Reps): $1,350

• Bus Interior Ad (Two each quarter for 4 weeks) -$760

• Social Media: No Cost

• Radio: $24,440

• Food Truck: $60,000

Total: $134,925

Budget

Bus Stop Ads Sidewalk Art

Street Team Bus Interior Ad

Social Media Radio

Food Truck

Methods of Measurement

• Social media & website:

• https://www.compete.com/

• http://www.alexa.com/

• www.socialmention.com

• www.tweetstats.com

Reward

s