The Free Zone

13999 Cedar Rd
University Heights, OH 44118
www.thefreezone.com

The Free Zone: Objectives, Strategies, & Tactics

Objective 1.0: To educate employees and customers on the importance of healthy

eating and preparing meals free from specific allergens within 6 months.
o Strategy 1.1: Host educational sessions for customers to educate them on how
to prepare allergen free meals.

Tactic 1.1.1: Use YouTube cooking channel, The Free Zone Cooking
Channel, to demonstrate how to prepare gluten free, nut free, dairy
free, and egg free meals once per week. The cooking show will feature
specific recipes and demonstrations on how to prepare them. Every
Wednesday a new demonstration will be added to the cooking channel.

Tactic 1.1.2: Host a cooking session twice a month in the caf for
customers to learn how to prepare the meal and taste the final dish. The
Free Zone will be open late on two Sundays of each month. Up to 10
customers will be able to reserve a spot in the interactive cooking session
for $40. The Free Zone chefs will primarily host the show. Customers will
be able to watch demonstrations while they prepare their own meal.
They will be able to eat the meal after it is prepared.

Tactic 1.1.3: Host holiday themed cooking lessons for the following major
holidays: Memorial Day, Fourth of July, Back to School, Labor Day,

Halloween and Thanksgiving. The cooking event will be held prior to the
holiday.

Memorial Day, Fourth of July, and Labor Day- Focus on picnic

items and homemade condiments that are free from Gluten, Egg,
Milk, and Nut allergens.

Back to School- Hold three separate sessions (Gluten & Egg Free,
Gluten & Milk Free, Gluten & Nut Free) on how to prepare packed
lunches for children free from allergens. Items will include
sandwiches, fruits & vegetables, and healthy snack items.

Halloween- Homemade gluten free and nut free Halloween treats

for children.

Thanksgiving- Two-day special the weekend before Thanksgiving

to teach people how to prepare allergen free meals for their
families. This will include gluten free stuffing, turkey, mashed
potatoes, sweet potatoes, vegetable dishes, and a variety of pies.
The first day will features main dish items and the following day
will focus on desserts.

o Strategy 1.2: Partner with reputable organizations to show customers the

importance of healthy, allergen free eating.

Tactic 1.2.1: Develop a web chat for consumers to ask a Cleveland Clinic
dietician questions regarding food allergies once a month. Customers
will be able to type questions and send them through the web chat. The

dietician will read the questions and provide a response in a timely

manner. All consumers signed onto the web chat will be able to read the
questions and responses of all the other consumers as well. The
transcript of the web chat will also be posted to the website two weeks
after the web chat is completed.

Tactic 1.2.2: To have every recipe approved by the Cleveland Clinic as a

healthy option that meets the standards for being allergen free. The
menu will advertise Cleveland Clinics approval so that customers feel
comfortable ordering healthy options from The Free Zone.

Tactic 1.2.3: To have each chef and employee take and pass an online
multimedia course for chefs, food service managers and wait staff. The
National Foundation for Celiac Awareness will sponsor this program. The
course is on safe gluten-free food handling. Once each employee passes
this exam, it will be advertised and promoted in the restaurant and on
the menus.

Objective 2.0: To have 2,000 customers in May 2014 for The Free Zones Grand Opening
and first month of operation.
o Strategy 2.1: Provide customers with discount coupons to encourage them to eat
at The Free Zone.

Tactic 2.1.1: Provide coupons to LA Fitness members in Legacy Village to

encourage people to try the new restaurant. The coupons will be for 1

free drink with the purchase of a lunch entre. The coupon can be used in
May 2014 only, during business hours.

Tactic 2.1.2: To provide Cleveland Clinics Nutrition and Dietician offices

at the Beachwood Family Center with coupons for their clients. The
coupons will be for 10% off a cooking class if you register and pay in May.
There are limited seats, so it is first come first serve. The class can be
later in the year as long as they are registered and paid during the month
of May.

Tactic 2.1.3: Offer Whole Foods Customers 5% off their bill if they show a
Whole Foods receipt from the month of May to their waitress. Coupon is
limited to one receipt per table.

o Strategy 2.2: Provide customers with free giveaways during the Grand Opening
promotion.

Tactic 2.2.1: Provide the first 100 customers with a free Cleveland Clinic
health bag with nutrition tips and suggestions for eating on a restricted
diet. The bag will be a reusable bag with The Free Zone logo and
Cleveland Clinic logo.

Tactic 2.2.2: Offer customers a free cookbook by our head chef for
everyone who attends a cooking class in the month of May.

Tactic 2.2.3: The first 100 children twelve and under will receive a free
lunch bag with The Free Zone name and logo.

Objective 3.0: Engage 600 new customers (unique impressions) and promote The Free
Zone throughout the first six months of business operation.
o Strategy 3.1: Promote the Free Zone through social media throughout the first
three months.

Tactic 3.1.1: Encourage customers to take a photo of their entre and

tweet the picture, tagging @TheFreeZone and adding a clever caption
and hashtag. The tweet that is determined most creative by the company
owners will receive a free entre during their next visit.

Tactic 3.1.2: The first 500 twitter follows will be entered into a raffle to
receive a donated free health basket from Cleveland Clinic.

Tactic 3.1.3: The first 500 Facebook fans will be entered into a raffle to
receive a free cooking class gift certificate.

o Strategy 3.2: Utilize interactive iPad menus in store to gather customer interest
on social media pages during the first three months.

Tactic 3.2.1: Allow customers to watch and comment on the YouTube

videos of the cooking channel on the iPad menus. The videos will show
the most recent cooking show.

Tactic 3.2.2: Allow customers to pin selective menu entre recipes from
The Free Zones Pinterest page onto their personal Pinterest page after
ordering from the iPad.

Tactic 3.2.3: Allow customers to share their entre order via Facebook,
Twitter, Instagram, or Foursquare from the iPad menu to show their

friends what they just ordered. Each entre on the menu will have a
photograph displayed of the dish.
o Strategy 3.3: Promote The Free Zone through local advertising platforms
throughout the first three months

Tactic 3.3.1: Advertise The Free Zone in the app Find Me GF through
banner ads when a customer using the app is in the local area.

Tactic 3.3.2: Post quarter page print ads in the Cleveland Magazine in the
Health and Wellness section and Cleveland Clinic Magazine once a month
for the first three months of business operation.

Tactic 3.3.3: Create an eye-catching 3D pop-up billboard on I271N, near

the Cedar Road Exit.

Tactic 3.3.4: Place The Free Zone vending machine in all Cleveland
Clinic cafeterias. The vending machine will only have gluten free snacks
and healthy options, such as gluten free cookies, gluten free pretzels,
gluten free crackers, and fruit and vegetables with gluten free dip.