RESTAURANT
MARKETING PLAN
Nurasyikin Daud
DIA 0114/00529
MARKETING PRINCIPLE

EXECUTIVE SUMMARY
• The Restaurant will be a moderately priced 86 seat
restaurant offering family style food and service.
• We will offer specialty selections including a lighter
options and smaller portions for a children’s menu.
• The Restaurant need warm and friendly place with
execlent food.
• Comfortable furnishing and decor (smoothing warm
tones)
• The Restaurant will be perfect for small business
meeting.

EXECUTIVE SUMMARY
• Menu will be inspiried from different countries specialities
• The Restaurant to give a perception of higher value than
its competitors, throught its food, services and
entertainment.
• will be offer epcial theme night to attract new customer
• will be hire the best people available, training, motivating
and encourage them retaining friendly.

OBJECTIVE
• Keep food cost under 35% revenue
• Keeping employee labor cost 24-29% revenue.
• Stay as a small Restaurant with excelent food an
services.
• Expand our marketing and advertising in cool
country.

BUSINESS OVERVIEW
• We will be open 7 days a week.
– Serving lunch Monday - Friday 11:30 AM - 2:30 PM.
Dinner Sunday - Thursday, between 5 PM - 10 PM.
Friday and Saturday Dinner 5 PM - 11 PM. The
lounge will be open until 2 AM Friday and Saturday.
Sunday - Thursday the lounge will stay open till 12
AM. Saturday and Sunday we will serve brunch
between 11 AM - 3 PM.
• We will be open on large holidays such as
Memorial Day, Fourth of July and Labor Day
weekend. These are three big weekends 'down
the shore' that brings many tourists to the area.

BUSINESS OVERVIEW
• The location will be target put in major shopping complex
• Rent in half the retail shops.
• Recently complete highway or shopper outside
residents.
• Traveler can use this new highway(RnR) .

TARGET MARKET
• The employee welfare will be equally important
to success.
• Individuals: people that dine in by themselves.
• Families: a group of people, either friends or a
group of nuclear relatives dining together.
• Take out: people that prefer to eat food in their
home or at a different location than the actual
restaurant.
• We focus on these specific groups because
these are the types of people who frequent.
They are the ones that are willing to spend their
money on good dining and service at a value
price.

MARKETING GOALS
• This shopping center location is three years old.
• This location offers private rooms on a reservation basis.
I have developed the bulk food and catering large parties
concept at my other location and plan to promote it with
the party rooms.
• A frequent diner program and birthday club will be
available to promote repeat customers as well as a tool
to track sales.
• Management that treats every employee equally. We
create an atmosphere where employee's love coming to
work and can earn good money.
• Great employees make for a great restaurant.

MARKETING STRATEGY
• The Restaurant advertising budget is very
limited, so the advertising program is simple.
Sigmund's will do direct mail, banner ads, and
inserts, with inserts in the Register Guard likely
to be the most successful of the campaigns.
• Marketing mix
– Place
– Price
– Promotion
– Product
– Process
– Physical Enviroment
– People

Place
• Located in the booming rapidly expanding
• Beach cabanas
• Boardwalk or highway(RnR)
• City(shopping complex)

PRODUCT
• The product will have the
freshest ingredients
including homemade
pasta, imported cheeses,
organic vegetables, and
top-shelf meats. The
product will also be
developed to enhance
presentation, everything
will be aesthetically
pleasing.
• The product will import
from international food.
• High quality food offering
exceed competitors.

PRODUCT
• FOOD
– Pizza,Caprese Salad
with Pesto
Sauce,Panzenella,Bru
schetta,Pasta
Carbonara,Mushroom
Risotto
• BEVERAGE
– Wine,Special Juice
• DESSERT
– Tiramisu - The 'pick-
me-up' cake and
Panna Cotta With
Raspberry Coulis

PRICE
• Controlling cost at all the time without exception.
• Will be high cost cause of ingredient import from
international.

PROMOTION
• The most successful
advertising will be banner ads
and inserts in the Register
Guard as well as a PR
campaign of informational
articles and reviews also
within the Register Guard.
• Email marketing and creating
web site for the Restaurant.
• Showing advertising at social
media
• Promotion day with different
offering food discount.

PROCESS
• Cozy dinning room and
elegant lougue
• Confortable furnishing
and decor with smoothing
warm tones. Love senct
with a softly lit bar.
• The best training
employee services. Table
service establish
• Cleanliness and the
space between table and
table.welcoming service
is good.

Physical Enviroment
• The packeging for take away.
• The ingredient some of import and some they
have a farm(Vegetables)

People
• Targeting market.
• Individuals: people that dine in by themselves.
• Families: a group of people, either friends or a group of
nuclear relatives dining together.
• Take out: people that prefer to eat Sigmund's food in
their home or at a different location than the actual
restaurant.

Thank you