Tinas Restaurants 1

Tinas Restaurant
Rhonda Payne
Frank Oliveira, Paola Bohorquez, Tommy Nguyen
Fanshawe College

Tinas Restaurants 2

Table of content
SWOT Analysis

Competition Analysis

4-5

Customer Segmentation Analysis

Target Market Selection
Mission Statement
Location & Name
Pricing

8-9

Product

8
8

Marketing Communications Plan

Bibliography

6-7

11

10

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1. Tinas SWOT Analysis

Strengths

Passion for restaurant business

Has past experience managing
fine dining restaurants
Has basic restaurant skills such as
creating menus, creating new
dishes, dcor for restaurant, and
customer service
Diploma in marketing
Financial ability

Opportunities

Weaknesses

Emotional attachment to
restaurant business
Parents restaurant had failed
Tina is not familiar with ethnic
cuisine

Figure 1. (Dover, 2014)

High average income in London

Increase demand in ethnic food
Demand for local food
Health conscious food
London has approximately 46000
students attending college and
university, therefore more
choices to pick for employee
Full-service restaurant industry
has been growing for the past
four years (Figure 1)
Threats

Many restaurants competition

Hard to gain competitive
advantage
High property cost

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2. Competitive Analysis The Keg

Marketing Mix
Product

The Keg

Main focus is steak

Also offers seafood, chicken, ribs
Offers an extensive wine menu and bar menu
Has vegetarian and gluten free options available
Offer sauces and salad dressing to buy
Offers gift cards

Place

2 Locations in London, South London and downtown

Has a direct channel

Promotion

Quality, comfort, and value are key ingredients

TV Advertising, bill boards, radios, newspaper
Has the The Keg Spirit Foundation, a charity that focuses
on the development of children and youth
Website contains location, menu, and background
Social Media: Tumbler, Instagram, and Facebook
Guests can give feedback on The Keg website instantly
Staff are required to be outgoing, knowledgeable and
friendly
Was awarded Best Employers in Canada for 2014

Starters: $9 - $13
Dinner Entre: $20 - $40

Price

Competitive Analysis: Moxies

Marketing Mix
Product

Moxies

Offers gluten-free menus and vegetarian options

Offers variety of choices such as seafood, steak, chicken,
pastas
Offers more casual meals such as sandwiches, burgers and
pizza
Offers international dishes such as red thai curry chicken
Offers gift cards

Place

2 Locations in London, near White Oaks mall and downtown

Has a direct channel

Promotion

Values: passion, food, and friends

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Price

Ultimate premium casual dining experience

TV Advertising, bill boards, radio, newspaper
Daily drink specials
Website contains menus, locations, background
Social media: Twitter, Google+, Facebook,
Social hubs on website where customers can discuss and
receive news about Moxies

Starters: $8.75 $17.75

Dinner entre: $19.75 $27.75

Competition Analysis: Milestones

Marketing Mix
Product

Milestones

Offers many different types of menus such as classic ones

(Dinner, brunch, dessert, kids, bar) to unique ones (Monday
girls night out, date night menu, holiday)
Offers some vegetarian menu and gluten-free options
Contains many choices; burgers & sandwiches, seafood,
pastas, chicken, ribs
Has some international dishes
Uses fresh ingredients
Offers gift cards

Place

2 Locations in London, South London and Masonville

Has a direct channel

Promotion

Contemporary dcor
Emphasizes food, atmosphere, and service
Website contains menus, locations, background
Social Media: Facebook. Twitter
Has birthday events where you can get a meal for free on your
birthday
Daily drink specials

Starters: $6 - $13
Dinner Entre: $13 - $32

Price

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3. Customer Segmentation Analysis

Segmentation Bases

Customer Segments: Students

Geographic

London, ON

Demographic

Age: 18 25
Income: $4000 in spending in local economy each
academic year, with $880 of that going towards dining
out
Ethnic: Very Diverse
Family Life Cycle: Young Singles

Psychographic

Benefit

Segmentation Bases

Personality: Fun-loving, opinionated, tech savvy, openminded

Lifestyle: studying, partying on weekends
Geodemographic: located around western university and
Fanshawe College
Convenience, cheap, fashionable

Customer Segments: Established Adult Early

Geographic

London, ON
Largest group by population

Demographic

Age: 36 49
Income: since this group is established in their careers,
has a good amount of disposable income
Ethnic: Diverse
Family Life Cycle: Established in their careers middle age
married/divorced with/without children

Psychographic

Benefit

Personality: Adventurous
Lifestyle: trying new things, go out to eat 2 times a week,
highest compared to other age groups
Geodemographic: tend to reside near Hyde park

Convenience, time-saving

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Segmentation Bases

Customer Segment: Established Adult Late

Geographic

London, ON

Demographic

Age: 49-59
Income: Highest average income compared to other age
groups
Ethnic: Diverse

Psychographic

Personality: Mature, refined & sophisticated, community

attachment
Lifestyle: Established adult late have more time on their
hands, therefore they would experience more with
different restaurants
Geodemographic: Masonville area

Healthy lifestyles

Benefit

4. Target Market Selection

We decided that the customer segment that best fits Tinas restaurant core
values is the established adult late group. This age group has the highest average
income compared to the other age groups; therefore, they have more options in
where they choose to dine. Since they have more free time due to less responsibility
with kids and work, they would most likely try new things such as new restaurants.
Their age also tends to make them more mature, refined and sophisticated due to
the many experiences they have gone through. This means their taste is perfect for
Tinas fine-dining restaurant. Another reason why this group is perfect for us is their
value in healthy lifestyles. By the time they have reached the 50 year old mark,
health seems to be the most important factor to this group. Since our core value is to
provide a healthy, nutritionist meal, we believe this age group will enjoy Tinas
products the most.
The target market strategy that was chosen for Tinas restaurant is the
concentrated targeting strategy. Since this is the only group that fits Tinas brand
the best, we decided to focus only on this group. By focusing only on this segment,
Tina can concentrate all her resources to cater to this group wants and needs. By
understanding them, she can provide exceptional service, and products that match
with this customers group perfectly.

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5. Mission Statement
Our promise to our customers is to provide a fresh, enjoyable, and an exclusively
tasty meal that will benefit their health.

6. Location & Name

The area that we chose to locate Tinas future restaurant is the Masonville
area. The Masonville area is where most established adult group resides, which
would be a convenience for them. Masonville area average income is also the
highest in the cities, average income running at $153,560. Masonville area also
contains very little fine-dining restaurants, which is a perfect opportunity for Tina to
open her restaurant. Finally, the Masonville area is a very high-traffic area due to the
Masonville mall and stores surrounding it, therefore increasing Tinas chance of
attracting more customers.
The name that we chose for our restaurant is Organik, which comes from
the word organic. The definition of organic food is produced using environmentally
and animal friendly farming methods on organic farms (Soil Association). We think
this name is perfect for Tinas restaurant because it perfectly represents what our
restaurant is about. Providing a fresh, healthy nutritionist meal that is made from
locally grown ingredients. Since the current trend in the food industry is organic,
healthy food, this would also create a lot of attention for her restaurant.
With our floor plan layout, we decided to go with 25 seats to give our
restaurant the feeling of being packed and crowded. By having the restaurant
constantly filled with people, it paints an image of popularity and quality to
customers. Customers who do not want to wait must make a reservation, showing
that Tinas restaurant is an exclusive restaurant. For our dcor, we decided to go
with a more modern/sophisticated look, going with the black and dark colour
scheme.

7. Pricing
We decided that our pricing goal would be profit maximization goal. This
best fits our pricing goal because we believe in quality more than quantity. Each of
out entre is made of fresh and organic ingredients, therefore the price should
match our products. We can maximize our profit by serving smaller portions, but
with the best quality possible. We can also increase our profit by focusing on our
customer satisfaction, because customers would be willing to pay a large amount of
money for something they perceived as a quality product.
The pricing strategy that we decided on is the price skimming strategy. Since
the products we offer, which are an all-organic food restaurant, have very few

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competition in London gives us more freedom with pricing. By setting the base
price above the competitors, customers would perceive our products as high
quality. Also, since organic food is the current trend, we believe the demand for our
restaurant would be higher, giving us room to charge a higher price.
Finally, we believe that our target market which is the established adult late,
have the ability to afford our products. The average income in this age group is
considered the highest compared to the other aged group since this age group is
well into their career. Also, the average family income in the Masonville area is
$153,560, highest in the city, is where our restaurant would be located. Since our
tastes mature with age, mature adults would be willing to pay a high price if they
know they would receive a quality meal in return.

8. Product
At Organik, the theme of our food is fresh, organic, and nutritionist meals. We
provide healthy conscious meals that are made from freshly grown ingredients that
come from our local farms. Our products are organically grown, free of pesticides.
Our meats also come from local farms that are free-roaming animals. Free-roaming
animals means they grow at a natural pace, and are not confined in a small space.
Due to the natural habitat the animals are growing in, their meats contain more
vitamins and omega-3 fatty acids. They are also grass-fed which means our meats
contain less cholesterol, saturated fat, and calories. Grass fed animals are free from
growth hormones and addictives. (Soil Association)
We offer a variety of meals to meet every member in our target markets
taste. Meals such as wild-caught seafood, and grass-fed chicken are offered at
Organik. We also offer gluten-free and vegetarian choices. For our diverse
customers, we also include international dishes such as spicy-thai brown rice with
stir-fry organic bokchoy with grass-fed beef slices or curry free-roaming chicken
with a side of organic mash potatoes.
We decided to choose the healthy organic route for our restaurant because
we believe that mature adults value healthy and nutritionist meals. Since very few
restaurants provide focus on healthy nutritionist meals, we believe this is our
competitive advantage.

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9. Marketing Communication Plans

The first step to our marketing plan is to create attention to our restaurant.
TV commercials informing our customers what our restaurants has to offer. We will
emphasize on the freshness of our products, and the health benefits that our
products offer. The feeling we want to achieve from customers who see our ad is to
know we are offering healthy, organic, and quality meals. We will also advertise our
restaurant through the newspaper, where we will most likely reach our target
market. We will also support a variety of charities in London to improve our public
relations. Every Sunday, we will go to homeless shelter, and provide people who are
in need with healthy nutritionist meals. By contributing to the community our brand
will also be promoted.
Training our servers is also an incredibly important key to our success since
most customers considered a salesperson as a whole company. Our servers will all
be required to know the difference between a regular meal and an organic meal.
They would also be required to know all the nutritionist facts, and the health
benefits that our products offer. Being friendly, outgoing, respectful, and kind is also
a must to be part of our restaurant. By having a knowledgeable and friendly staff, we
will reinforce our image as being a high quality fine dining restaurant.
Finally, our website will contain all the information of our restaurant. It will
include all our menu items and their nutrition facts. The main focus on our website
is our food, therefore there would be images of different dishes on the webpage. We
will also include a feedback section where customers can tell us what they thought
about their experience at Organik. This is how our direct response strategy is going
to be applied. There will also be monthly contests for our customers to participate in
to win a free meal. For example, customers that come to our restaurant can take a
picture of the meal they order, and post it with #Organik. Every month we will
choose the best picture, and give the winner a free meal. There would be a wall of
fame in our restaurant where we put pictures of all the winners. By having these
contests, our customers would feel more involved with our restaurant instead of
just a place to fill their hunger.
Newspaper Ad Example:

What differentiates this from

other restaurants?..... Organik

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Bibliography
Dover, J. (2014, May 1). Eleven trends and factors affecting Canadas foodservice
industry. Retrieved November 23, 2014, from Restaurant Central:
http://www.restaurantcentral.ca/trendsfactorsCanadasfoodserviceindustry.aspx
Lamb, C. W., F, J., Jr, H., McDaniel, C., Kapoor, H., Appleby, R., et al. (2011). MKTG.
Toronto, ON: South Western.
Michienzi, J. (2012). Tina's Restaurant.
Milestone. (n.d.). Retrieved November 23, 2014, from Milestones Grill + Bar:
http://www.milestonesrestaurants.com
Moxie's. (n.d.). Moxie's Grill Bar. Retrieved November 23, 2014, from
http://www.moxies.ca
Robinson, J. (2010). Grass Fed Basic. Retrieved November 23, 2014, from Eat Wild:
http://www.eatwild.com/basics.html
Soil Association. (n.d.). Facts about organic food. Retrieved November 23, 2014, from
http://www.soilassociation.org/whatisorganic/organicfood
The Keg . (n.d.). Retrieved November 23, 2014, from The Keg Steak House & Bar:
http://www.kegsteakhouse.com/en/keg-story/