Tinas Restaurant Final Project

Professor Sherry McEvoy

MKGT 1012-01 Principles of Marketing
By: Taylor McArthur (0783945) & Alexander Hart (0674411)
Monday April 4th, 2016

Introduction
Welcome to Londons new fine dining experience The Sushi
Citadel. Located in the heart of North London, near Masonville mall, we
are one of the only environmentally friendly sushi restaurants in the
area. We guarantee that all of our products come from only suppliers
who guarantee sustainable seafood. We believe that the health of our
planet and the other animals that call it home is of the utmost
importance, and we will do everything we can to ensure our planet is
our number one priority. We also want to deliver our customers with a
beautiful atmosphere in the restaurant, and a sophisticated, mature
dining experience. Our waiters and waitresses will all be dressed
formally and the lighting will be turned down to a more intimate level
after 6 oclock pm. We will also have a fully stocked bar for customers
to enjoy both before and after their meal, if they so desire. In this way,
we hope to be many peoples choice for a night out on the town. We
will also become a popular choice for people who want a great meal
before heading downtown for a night out at the bars, hockey game,
theatre or any of Londons other nightlife.

SWOT Analysis
Strengths:
Great location: Masonville (North London)
This area has the highest average household income ($153,560)
Only high end sushi restaurant in Masonville area
Highest quality/freshest food
One of the only environmentally friendly sushi restaurants in
London
Weaknesses:
Highest percentage of people over the age of 65 (15%)
Higher prices than average sushi restaurants in London
Prices higher because of increased importing prices from
sustainable seafood distributers
Opportunities:
Not many high end or fine dining options in this area
In close proximity to two of the cities largest malls
New $77 million expansion in Masonville Mall, potential to have
the restaurant included in this
One of the only sushi restaurants to use only sustainable seafood
(big movement in the environmentally friendly options)
Threats:
Cheaper all you can eat sushi options a short drive away
Lack of available sustainable sushi materials
Other high end restaurants moving into Masonville Mall (the keg,
and others to be announced)
Benayon, Z. H. (2016, March 29). Masonville To Undergo $77-Million
Reno. Retrieved April 2, 2016, from
http://www.am980.ca/2016/03/29/masonville-to-undergo-77-millionreno/
Statistics Canada. (2015, November 27). Cencus Profile. Retrieved
April 2, 2016, from http://www12.statcan.gc.ca/censusrecensement/2011/dp-pd/prof/details/page.cfm?
Lang=E&Geo1=CSD&Code1=3539036&Geo2=CD&Code2=3539&Data

=Count&SearchText=london&SearchType=Begins&SearchPR=01&B1=
All&Custom=&TABID=1

Competitive Analysis
For our restaurant we have decided to open a high-end sushi and
Asian cuisin restaurant. Our 3 main competitors are, Izakaya Shogun
Japanese Sushi & Grill located at 1170 Wellington Road, Sakata Bar &
Grill located at 644 Richmond Street, and Shiki Restaurant located at
715 Wellington Road. According to Yelp.ca these are the top three most
popular sushi locations in London as chosen by the customers.
Izakaya Shogun Japanese Sushi & Grill
Product: Serving every type of sushi ranging from traditional sashimi to
boat platters, and providing many choices for appetizers as well.
Izakaya Shogun Japanese Sushi & Grill has everything that you could
desire while eating at a sushi restaurant.
Price: Having a price range of $3.50 for a 2-piece order all the way up
to $61.95 for a specialty sushi boat. This pricing is average for sushi
restaurants.
Place: Located at 1170 Wellington Road, London Ontario. Izakaya
Shogun Japanese Sushi & Grill is located inconveniently as it is not
close to the downtown core. It is also attached to a Motel 8, which may
drive away some customers, as it seems lower class.
Promotion: There seems to be a lack of online promotion in place,
without a dedicated website for the restaurant. Utilizing blog-spot for
their website needs seems slightly unprofessional and something that
could be improved on.
Sakata Bar & Grill
Product: At Sakata there seems to be more of an emphasis on ramen
and curry rather than traditional sushi pieces. While still serving sushi
and sashimi, the ramen is this restaurants cash cow. They have fewer
options for sushi and sashimi than other available restaurants.
Price: Pricing is in the same ballpark as all other dine-in sushi

restaurants available in London. With the price sitting at around $10 for
a bowl of ramen and $10 for a single roll, pricing is very heavily
skewed towards the ramen.
Place: Located at 644 Richmond Street, London, Ontario. Having a
location on Richmond makes their restaurant more easily accessible for
people out and about in downtown London.
Promotion: A lack of online advertising leaves Sakata down to word of
mouth advertising and user generated reviews.
Shiki Restaurant
Product: Plenty of options available, with dinner sets, to appetizers,
and even individual or group orders of sushi, Shiki offers everything a
sushi lover could ask for.
Price: The pricing at Shiki Restaurant is slightly lower than that of the
other two restaurants we are researching. With a slightly lower price
point Shiki will attract more customers based on their low prices.
Place: Located at 715 Wellington Road Shiki restaurant is close enough
to downtown to be considered a quick trip. Located on one of London's
main roads, it is a great place for any restaurant to be located.
Promotion: Shiki Restaurant has their own website available for
browsing. This helps to differentiate them from the competition within
the London area.
Izakaya Shogun Japanese Sushi & Grill. (2013, May 15). Retrieved April
3, 2016, from http://izakayashogun.blogspot.ca/
Zomato.com. (2014, July 3). Sakata Bar & Grill. Retrieved April 3, 2016,
from https://www.zomato.com/london-on/sakata-bar-grill-london
Digibee.net. (n.d.). Shiki Japanese Restaurant. Retrieved April 3, 2016,
from http://www.shiki.ca/

Customer Segmentation Analysis

1. Students
16-25 years old
Many of the people in this target market are postsecondary students.
Would prefer to spend less money, but would like to get the
most bang for their buck.
Very little disposable income to spend on eating at
restaurants because of working only part-time throughout
the school year for minimum wage.
Approximately 46,000 full-time students in London.
They spend an average of $880/year on dining out.
Most of these students live near Western in the north end
of the city, or Fanshawe in the citys east end.
This would not be an ideal target market for our restaurant, but may
be a secondary source of customers. Many of these students may
prefer the cheaper sushi options in London, but for those with more
disposable money than average will want to eat at the highest quality
sushi house in London. If this was chosen as our target market we
would need to bring our prices down to compete with the other sushi
restaurants in London in order to attract the students with less
disposable money. To attract more students, our restaurant could offer
a eat 5 meals get one free kind of deals as well.
2. Young Professionals
22-28 years old
Many of the people in this target market are graduates of
post-secondary working in their first full-time job
Willing to spend more money to get a better experience
and better quality food

These people do not have many responsibilities (families,

homes, children) which creates more disposable income to
be spent
This is definitely one of our target markets as they have more
disposable income than most of the other market segments. They
would also prefer to eat at a restaurant that guarantees the highest
quality product and a more sophisticated dining experience than some
of the other sushi places in London can offer. To satisfy this market we
have ensured the highest and freshest quality product at a higher price
than the average sushi restaurant because these people can afford to
spend a little more for their desired dining experience.
3. Young Families
29-35 years old
These people are mostly married, living with their spouse,
and have children.
With a dual income in their household, these people have
some disposable income, but a lot of this goes into their
children and homes.
They value speed and convenience when it comes to
eating out, as their children may not be as willing to sit for
a long period of time in a restaurant and enjoy a meal.
In London these people are concentrated in the following
areas: White Oaks, Hyde Park, and Hamilton Road, where
there are nicer neighborhoods with relatively cheap
housing to raise a family.
This market segment would no be an ideal target market for our
restaurant, unless these young parents were on a date night away
from the children. Our restaurant is not very child friendly as many
children do not enjoy seafood nor do they have the patience required
to wait for the food to be prepared freshly. This would not be one of our
target markets as they have little disposable income to spend on
dining out. Most of their extra money would be spent on their children
and their homes.
4. Established Adult Early
36-49 years old
This is the largest group in London by population
(approximately 75,000)
This group values new experiences and spend a high
percentage of their disposable income on dining and
entertainment.

They have a growing amount of income and with this

comes a lot of disposable income to spend on dining out,
an average of two times.

This market segment would be one of our targets as they enjoy

the experience that comes from sushi, it being a foreign food to North
America, and relatively new to the Canadian market. They have a fair
amount of disposable income and with their children getting older they
can even bring their teenagers here for dinner as they may now have a
taste for fresh seafood and are mature enough to eat at a high-end
restaurant. To satisfy this market we have an environment that is
young child free for the most part which guarantees a quiet dining
experience with loved ones or friends. This market segment would also
enjoy our fresh quality guarantee as they are at that age where they
want higher quality food.
5. Established Adult Late
49-59 years old
Most of this segment has an established career and with
this comes the highest average income of any segment.
Many of these people have children in post-secondary or
who are starting their own careers so they are starting to
see increased income and a higher percentage of this is
becoming disposable.
They prefer a more refined and sophisticated taste when
choosing to dine out, and they are very environmentally
conscious and believe in supporting local businesses.
A large chunk of these people live in the Masonville area in
Londons north.
This market segment would be our number one target market
because of their high disposable income amount and their desire for
environmentally friendly product. Because we only import products
from sustainable seafood companies we can guarantee this market
segment our business is environmentally conscious just like them. We
also have a more sophisticated look and atmosphere in our sushi
restaurant, which they would be hard-pressed to find at another sushi
place in London.
Statistics Canada. (2015, November 27). Cencus Profile.
Retrieved April 2, 2016, from http://www12.statcan.gc.ca/censusrecensement/2011/dp-pd/prof/details/page.cfm?
Lang=E&Geo1=CSD&Code1=3539036&Geo2=CD&Code2=3539

&Data=Count&SearchText=london&SearchType=Begins&Search
PR=01&B1=All&Custom=&TABID=1
Target Market Selection
For our restaurant we have decided to utilize a multi-segment
marketing strategy to accompany our target markets of young
professionals and established adult late. We feel that a multi-segment
marketing approach is the most suitable for our restaurant. This is
because we can target the two groups that we feel are the most likely
to dine at our restaurant at the same time. With the shift in society,
young people are becoming trendier and environmentally conscious,
which fits right into our mold of conservative and responsible fishing.
This makes young professionals one of two very appropriate target
markets. The established adult late crowd is compromised of adults
who have already been working for many years and know what they
like. With our high-end atmosphere and environmentally friendly
ingredients these customers become our main target market. They
also have more disposable income, which allows them to not be afraid
of the higher price tag that comes associated with quality high-end
food.

Mission Statement
Our first priority is using only the highest quality seafood in our
food, imported only from suppliers implementing sustainable seafood
initiatives in their food sources. We also aim to have every customer
leave satisfied with both their experience and the service they
received, and want to have customers coming back for more.
Objectives
1. Import product only from companies that guarantee sustainable
seafood.
2. To be North Londons #1 sushi destination as voted by customers
online.
3. Maintain a clean dining environment at all times
4. Always guarantee friendly and prompt service in our restaurant

Product
The product offering in our restaurant would be focused around
Asian cuisine, and would only come from distributors that guarantee
sustainable seafood. We would offer a large variety of sushi, noodle
bowls, oriental soups, Korean and Thai foods and wok dishes, as well as
some North American options. For the sushi fanatics we would have a
high percentage of our menu dedicated to different types of sushi, like
hand rolls, sashimi, sushi rolls and special rolls. Because we aim to
attract not only consumers that enjoy sushi, but also consumers who
enjoy a fine dining experience with friends and family, we offer the
North American options. We include these so that if someone who does
not have a taste for seafood wants to go out with their friends or family
that do enjoy the finer things in life, like sushi, they can still enjoy a
high quality meal of foods they do enjoy. For these people we offer
menu items such as; french fries, sweet potato fries, teriyaki beef or
chicken, spring rolls, deep fried dumplings, onion rings, chicken wings
and edamame, just to name a few.
To appeal to the target markets we have identified as our main
targets, we offer only the freshest seafood that comes from sustainable
sources so that those who are environmentally conscious can feel good
about dining at our restaurant. We also include many exotic options on
our menu; eel, red snapper, grouper, white tuna, surf clam, and flying
fish eggs, to name a few. These items are on the menu to appeal to
those consumers who desire new experiences, and trying these exotic
foods would satisfy this perfectly.
For drink options at our sushi house, we would have an in-house
sake (Japanese wine) served cold or hot, a very large selection of red
and white wines (served by the bottle or by glass), a variety of
domestic and imported beers (both bottled and on tap), some frozen
cocktails (i.e. margaritas, daiquiris, bellinis), classic cocktails (i.e.
caesars, mojitos, whiskey sour), coffees, teas (both Asian and
domestic), and then a variety of soft drinks, juices and milks (white and
chocolate). By serving alcohol we aim to attract more customers that
enjoy having a drink or two with their meal. To appeal to the higherclass customers we offer a large variety of wines, including some
expensive bottles for the wine connoisseurs that enjoy Asian cuisine.
168 Sushi. (n.d.). Retrieved April 2, 2016, from
http://www.168sushibuffet.com/london/
Wonder Sushi One. (n.d.). Retrieved April 2, 2016, from
http://www.wondersushione.com/

Pricing
All You Can Eat (under 12 & over 65): $27.99 +tax
All You Can Eat (adult 12-64): $32.99 +tax
Individual Sushi Rolls: $4.99 - $9.99 +tax
Individual Special Rolls: $7.99 $16.99 +tax
Other Individual Menu Items: $3.99 and up +tax
To come up with these prices, we researched the competitions
prices in London to see how we would compare to them. Because we
guarantee only sustainable seafood product on our menu we have a
slightly higher price than the average across London, which is around
$26.99 +tax for an adult to enjoy the all you can eat option. Our
pricing strategy is centered around attracting only customers who are
looking for high quality product and an environmentally friendly option.
By having slightly higher prices than the average we are telling the
customers that we value their experience and that we have these
prices for a reason. The prices are higher at our restaurant because of
two reasons: the increased price of our product coming from only
suppliers that guarantee sustainable seafood iniatives, and the more
sophisticated design of our restaurant as well as the iPad menus that
we use to create a convenient and fun ordering process for dining-in.
We are able to charge more per meal than the average sushi
restaurant because the target markets we have chosen all have one
thing in common, which is a higher amount of disposable income as
well as a desire for a more sophisticated dining experience.
168 Sushi. (n.d.). Retrieved April 2, 2016, from
http://www.168sushibuffet.com/london/
Wonder Sushi One. (n.d.). Retrieved April 2, 2016, from
http://www.wondersushione.com/
Hanata Sushi House. (n.d.). Retrieved April 2, 2016, from
http://www.hanatasushihouse.ca/
Distribution Decisions
We will be located near Masonville mall on Richmond Street in

the North of London. Our restaurants name will be The Sushi Citadel.
We have decided to locate ourselves in the Masonville area because it
is located very close to where the majority of our primary target
market lives. With 31% of residents in the area being over the age of
45 it makes Masonville area the perfect location for our new
restaurant. We have decided to name our restaurant The Sushi Citadel,
because it is very regal sounding and fits with the overall style and feel
of our restaurant.
Distribution to customers will be achieved in 3 ways. First, we will
have classic dine-in with servers bringing the food directly to the table
for you. We will also take walk-ins, however reservations will be
suggested to our customers. Next, we will have take-out available, but
only for orders placed a minimum of one hour in advance. This will
allow for customers who are busy but still want high quality seafood to
be able to enjoy our product. Lastly, we will provide a delivery service
functioning under a strict 60 minutes or its free policy. Our delivery
service will be advertised minimally and is a less important method of
our distribution.
Statistics Canada. (2015, November 27). Cencus Profile. Retrieved
April 2, 2016, from http://www12.statcan.gc.ca/censusrecensement/2011/dp-pd/prof/details/page.cfm?
Lang=E&Geo1=CSD&Code1=3539036&Geo2=CD&Code2=3539&Data
=Count&SearchText=london&SearchType=Begins&SearchPR=01&B1=
All&Custom=&TABID=1
Marketing Communications Plan
We will be advertising and promoting ourselves in several
different ways. Our main focus will be social media advertising with
secondary advertising going towards website creation and radio
advertising. Our main focus of social media advertising will absorb half
of our $30,000 budget. Mostly focusing on Facebook and Twitter traffic
for those around the London area. This is the most relevant type of
marketing because most of our secondary target market is on social
media, and now with even more Established Late Adults coming over
to social media it positions social media as the best form of advertising
for our business. Smaller amounts of our advertising budget will be
going towards radio advertising, with $9000 dollars of the budget
supporting radio advertising for local radio stations. Radio advertising
is important, as it will be our main way of reaching our primary target
market of Established Late Adult. Last, we will be putting the remaining
$6000 dollars of our budget into website creation and promotion
through Google. This will help our restaurant to remain current with the

times and provide a competitive advantage over those restaurants that

have yet to invest in a website.
To help market our restaurant further we will be holding a
contest shortly after the grand opening, which will be advertised
through radio commercials. This contest will be a chance to win free
sushi for a year at our restaurant, where if you come into the
restaurant and find that your chopsticks are golden, then you will be
awarded one of 3 grand prizes. The contest will have restrictions that
only dine-in customers will have a chance to win, and there will be a
limit of one set of chopsticks per customer. We hope that this will at
least temporarily create a large flow of customers coming into the
restaurant soon after our opening. By doing this we can persuade
customers to become regulars after they thoroughly enjoy the
experience and the delicious food at our restaurant. We will hold the
contest for a month or until supplies of that shipment of chopsticks
runs out.

References

Benayon, Z. H. (2016, March 29). Masonville To Undergo $77Million Reno. Retrieved April 2, 2016, from
http://www.am980.ca/2016/03/29/masonville-to-undergo-77million-reno

Statistics Canada. (2015, November 27). Cencus Profile.

Retrieved April 2, 2016, from http://www12.statcan.gc.ca/censusrecensement/2011/dp-pd/prof/details/page.cfm?
Lang=E&Geo1=CSD&Code1=3539036&Geo2=CD&Code2=3539
&Data=Count&SearchText=london&SearchType=Begins&SearchP
R=01&B1=All&Custom=&TABID=1

168 Sushi. (n.d.). Retrieved April 2, 2016, from

http://www.168sushibuffet.com/london

Wonder Sushi One. (n.d.). Retrieved April 2, 2016, from

http://www.wondersushione.com

Hanata Sushi House. (n.d.). Retrieved April 2, 2016, from

http://www.hanatasushihouse.ca

Izakaya Shogun Japanese Sushi & Grill. (2013, May 15). Retrieved
April 3, 2016, from http://izakayashogun.blogspot.ca

Zomato.com. (2014, July 3). Sakata Bar & Grill. Retrieved April 3,
2016, from https://www.zomato.com/london-on/sakata-bar-grilllondon

Digibee.net. (n.d.). Shiki Japanese Restaurant. Retrieved April 3,

2016, from http://www.shiki.ca