1. Hungry for Buns
Presented by
Yen Luu
Tony Nguyen
Rochelle Ruperto
Making Food the Focus

2. 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.
NewTag Line:
“We do organic right.”

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New Konjoe Logo

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Hungry for Buns Marketing Agency
Mission 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.

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Hungry for Buns Logo

6. 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

7. Hungry for Buns
Brand Development Strategy
We do organic right.
ShortTerm Goals:
•Launch locations
throughout California in
the next 3 years
•Launch new locations
throughout the U.S. in the
next 7 years
LongTerm Goals:
•Become an international
brand and restaurant
group
• Improve Brand Recall.
• Develop a Brand promise
for our customers.

8. Hungry for Buns
Brand Positioning Strategy
Positioning:
• Develop a strong essence for the brand
• Food is freshly produced from suppliers
• Maintain brand identity
• How?

9. Hungry for Buns
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

10. Hungry for Buns
Weaknesses
• Location, limited staff
• Limited menu, no vegetarian items
• Pricey
• Long wait times

11. Hungry for Buns
Opportunities
• Expanding into a chain
• Large customer base to reach out to
• Happy hour
• Loyalty Cards
• College students
• Catering

12. 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

13. 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.

14. 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.

15. Hungry for Buns
Objective 1:
Attract NewTarget Market College Students
San Jose College Students
•Ages 18-25
•San Jose State University
•San Jose Community
College

16. Hungry for Buns
Objective 1:
Attract NewTarget Market College Students
Goals
• Gain more college student
customers
• Increase brand awareness
Advertising Strategy
• Spartan Daily Newspaper 1" column
• Facebook Advertisements
• SJSU Planner Inserts
• Groupon
• Customer Loyalty Cards

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21. Hungry for Buns
Objective 2:
Attract Local Businesses & Large Catering Orders
Advertising Strategy:
• To-Go menu
• Catering menus
• Metro Newspaper
• San jose Mercury Newspaper
• Caviar Catering Company
• Middle man
• Free service for businesses

22. Hungry for Buns
Social Media Plan:
• Yelp
• Catering Coupons
• Website
• Instagram #mindfulmeat #eatclean
• Facebook, Check-ins and Likes
• Sweepstakes

23. Hungry for Buns

24. Hungry for Buns
Budget Analysis: Objective 1 Annual Budget

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Budget Analysis: Objective2Annual 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

28. Hungry for Buns
Thank you for your time.