JASONS DELI MARKETING PLAN

Jasons Deli Marketing Plan

Ting Chen, Merab Roberts, Josh Shackleton
The University of Texas at Dallas

JASONS DELI MARKETING PLAN

2.0 Situation Analysis

Jasons Deli is a franchised restaurant that has been contracted through UTD (The
University of Texas at Dallas) and has been operating for the past three months at JSOM (Jindal
School of Management). Effective marketing, qualified hospitality, and friendly customer service
is needed to create product awareness and a strong customer base at UTD. Jasons Deli offers
menu items that are healthy including low calorie, vegetarian, non vegetarian and gluten free
meals.
2.1 Market Summary
Jasons Deli is a newly opened deli style restaurant and it is the only deli fresh sandwich
location at UTD and is conveniently located on the first floor of the JSOM building. Jasons Deli
has great opportunities to grow and expand their customer base and satisfaction, along with
striving to maintain its brand integrity.
Target Markets:

Students

Faculty members

Visitors
2.1.1 Market Demographics
Geographics:

The total targeted population is 24,000 potential customers at UTD.

By developing mobile point of sale Jasons Deli at UTD can also reach off-campus customers.
Further marketing can be done by establishing mobile apps and offering catering and delivery
services. This will allow people to place pre and mass orders.

Demographics:

The total potential market for Jasons Deli is the 23,000+ students plus the 1000+ faculty

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members.

The primary geographic target will be the 7,500+ students and faculty located in or around the
JSOM.

76% full-time students and 24% part-time students.

The breakdown for male to female ratio at UTD is males 57%, female 43%.
The secondary target will be students who dont have classes in the JSOM area.
Behavior Factors

With healthy options like salads, Jasons Deli is able to target a more selective group of
customers and continues to be a healthier option than other locations at UTD.

People are likely to spend additional money on healthier food options.

Jasons Deli appeals to those customers in a hurry who dont have a lot of time waiting for food
to be prepped.
Through its marketing efforts Jasons Deli will try to increase its awareness of a healthy menu to
potential customers, first at the JSOM location and then the rest of the campus.

2.1.2 Market Needs

With the opening of the new Jasons Deli in the primary location of the first floor of the
JSOM building, brings opportunities for new customers to eat food and drinks. Jasons Deli is
seeking to achieve the following benefits that are significant to its customers:

Fast-casual restaurant: Jasons Deli has its typical hours of operation between MondayThursday 10:30a.m -8:30p.m, & Friday 10:30 a.m. - 4:00 p.m. which makes their product
conveniently available for customers. With the typical student being at the school over their
lunch period, Jasons Deli gives students an option to eat in the JSOM area without wasting time
going to a different location. For some students, this may be the only time affordable option due
to scheduling and timing issues.

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Quality food: Jasons Deli is providing the food products which are currently in high demand.
Through their diverse menu options Jasons Deli offers the benefit of having healthy option
which includes low calorie meals and a gluten free menu to target additional customer base.
Market trends are changing and people are leaning towards a healthy lifestyle.

2.1.3 Market trends

Just in the past few years, a type of movement has begun to emerge in the market, in
which consumers are looking for healthier and fresher foods. The biggest problem is being able
to get healthy and fresh in a convenient, affordable, and timely way. Jasons Deli capitalizes on
this trend by offering items that are made from fresh and natural products that do not have high
fructose corn syrup or artificial trans fats and by also offering gluten free and vegetarian options.

2.1.4 Market Growth

With customers increased demand for food to be healthy and yet served quickly, Jasons

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Deli can expect to excel in its current location. There has been steady growth to similar business
models of food being healthy and fast. The student population has shown trends of a steady
increase which will result in a larger total market.
2.2 SWOT Analysis
Strength:
Located in a busy location where many students pass through on a daily basis.
Offers healthy alternative foods by eliminating trans fats and high fructose corn syrup in all
products.
Food is prepared fresh and served quickly.

Been around for 39 years with a good brand name reputation.

Weaknesses:

JSOM location doesnt have a salad or ice cream bar.

Food portions are smaller than at Jasons Delis locations.

Price of the products is higher than other locations.

Opportunities:

Establish a pick-up or to-go application using Internet or mobile devices.

As a relatively new opening, customer talk and word of mouth will gradually increase awareness
of the new location.
Offer customer surveys to help identify what is important to valued customers.
Threats:
Other food locations on campus and possible openings of new food locations.
Students and faculty can substitute going to Jasons Deli by bring their own meals from home.
Low acknowledgement and familiarity of customers at the UTD campus.
2.3 Competition
There are going to be three types of competitors. The first type would be any of the other

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restaurants that are located on campus. For example, the Comet Caf includes: Subway, Create,
Chick-fil-A, Outtakes, and The Pub. These places also provide a variety of food that students
might rather have than getting Jasons Deli. The second competitor would be the vending
machines in campus. These vending machines sell all kinds of snacks for students who want to
get something really quick without waiting, or for someone that has a budget on food spending.

2.4 Product Offering

Jasons Deli is a restaurant that is all about fresh food, healthy products, and most
importantly natural ingredients. Their one major concept is to ban all artificial trans fat and high
fructose syrup in all their products. Jasons Deli promotes nutritious food enhanced with organic
choices and different types of menu for all kinds of customers. The menu has a variety of hot
food choices from different types of pastas, sandwiches, wraps, baked potatoes and soups; as
well as salads. There are several things that Jasons Deli at UTD can do to improve their overall
image and attract more potential customers. The location could be supplemented with the adding
of the well-known fresh and healthy salad bar and the ice cream bar that every off campus
Jasons Deli offers.

2.5 Keys to Success

Consumer recognition can be gained by sampling and distributing brochures. Sampling

can be done in the JSOM area or close by buildings to create awareness. Sampling could help
increase awareness and build a stronger reputation at UTD.

Mobile POS (point of sale) marketing can be introduced which can send personalized

offers, and provide information about their new or improved food items on their phones.

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The location could provide carry-out services through online and mobile app ordering.

Catering can help Jasons Deli to expand their opportunities by addressing additional

customer needs.

2.6 Critical Issues:

Jasons Deli needs to pay attention to their customer service. If customer service remains poor,
customers may seek out a different location, or may not want to return for repeat business.

JSOM location has higher prices than off-campus Jasons Deli restaurants. Market trends are
changing and people prefer eating healthier food but higher prices discourages the students. It is
not just about the price it is also about the portion size. The food portion is smaller too, compared
to the off campus locations. Small food portion for higher price can result in loss of reputation
and customers.
More work is needed to establish the standard Jasons Deli layout which includes a salad bar and
an ice-cream machine. These amenities are needed to have more of an authentic Jasons Deli
feel and approach. Many consumers may feel like they were shorted on the Jasons Deli
experience which could result in a loss of return customers.

3.0 Marketing Strategy

Jasons Deli marketing strategy is to focus on students and faculty in the JSOM area by
raising awareness and increasing customer traffic. Jasons Deli maintains a strong advantage over
gaining customer on a daily basis, because they are the only fresh sandwich location in the
JSOM area. Further efforts can be used to amplify their awareness by using sampling, a mobile
application, and catering. By addressing the pricing, portion size, and strategic location, Jasons
Deli can further capitalize on increasing customer traffic and maintaining customers.

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3.1 Mission Statement

To provide fresh made sandwiches, soups and salads to students and faculty who want to
conveniently eat at the JSOM instead of traveling across the campus to other dining locations.
Jasons Deli is committed to serving the health needs of their customers by offering a diverse
menu which includes low calorie, vegetarian, and even gluten free products, in addition to
eliminating unhealthy contents like high fructose corn syrup and MSG.

3.2 Marketing Objectives

Have a steady increase on customer every semester by 5% of people.
Reducing potential customers resistance to buying food by 5% per semester.
Retain existing customers by rewarding program through smartphones (e-coupon, e-punchcard).

3.3 Financial Objective

Jasons Deli has opened recently which allows opportunities for large amounts of growth.
Once more students find out there is a Jasons Deli location in the JSOM building, larger amount of

revenue can be expected to be earned.

More students can be expect to join the UTD campus by about 5% each year which will also

increase the total amount of customers in the market.

Increased profit margins for the first semester can be expected to be 10%. Jasons Deli cuts down

on costs by eliminating the traditional salad bar and free ice cream bar.

3.4 Target Markets

The total potential market that might buy food from Jasons Deli is an estimated number
of 24,000 people made up of over 23,000 students and over 1,000 faculty members. The student

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population is steadily growing around 5% of students per year. Jasons Deli is targeting the
students and faculty members who go to class or work at JSOM, which is over 7,500 people.
These people closest to the restaurant are the target group because the convenient location makes
it more probable to dine in or take out from Jasons Deli.

3.5 Positioning
Jasons Deli at the UTD location falls into a unique category of having a service of
offering fresh and healthy food to its customers. It is the only restaurant offering these fresh
products in the JSOM location, allowing them to have an advantage over its competition. The
closest location of the next fresh sandwich location would require its customer to take a walk
across campus. Taking advantage of this trait allows Jasons Deli to have great control over
menu options, layout of the location, portion size of the food, and price of products.

Jasons Deli has a diverse menu option that strives to target the healthy food seekers.
With options like low calorie, vegetarian, and gluten free, they are better able to send out a
message that, We are the healthy option restaurant. Unlike a regular Jasons Deli location, the
one at UTD has a shorter menu. This allows for them to control the products they are serving
while still being able to meet the demands of the customer. Having a shorter menu helps with
cost control and spoilage of unnecessary food. It also makes busy times of the day such as lunch
easier to manage for the staff, which can ultimately leads to a better customer experience by
creating shorter wait times.

A typical Jasons Deli has a large fresh open salad bar and a free ice cream machine at
their locations, but the JSOM location has eliminated these options for logistical reasons.
Having these options in a open location such as the JSOM building would be very difficult to

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control. Eliminating the ice cream and salad bar can also help with cost control and lowers the
amount of staff needed to maintain the location during business hours. So instead of having an
open salad bar they now offer pre-made salads to their customers. Offering these pre-made
salads cuts down on prep time for their salad products while still giving their customers the
healthy option they demand.

The portion sizes at the JSOM Jasons Deli location is on average smaller than other
locations. Most sandwiches are smaller in size, the salads are pre-made, and they do not offer all
you can eat ice cream. By controlling the size of the portion Jasons Deli can cut down on cost
of products and eliminate the need for the salad bar and ice cream bar which would be a
challenge to control and implement in this location. By cutting down on the size of the portions
they further appeal to a healthier and appropriate portion of food. Even with serving a smaller
size meal they are still able to be competitive against their competition.
Being isolated in the JSOM gives Jasons Deli the flexibility to control the price of their menu,
they are more inclined to charge a little bit more for their products without being penalized.
Most customers are more concerned about receiving a fresh product in a timely manner than
about the slight price increase of their food.

3.6 Strategies

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Jasons Deli a newly franchised restaurant contracted through UTD, which provides
freshly made sandwiches, soups and salads. Providing healthy food is part of their mission
statement. Jasons Deli targeted buyers include JSOM students, faculty members and visitors.
The fact that Jasons Deli is the first restaurant ever to eliminate the high fructose corn syrup and
their concept of banning artificial trans fats in U.S. makes them different from other fast-food
restaurant available on campus. Jasons Deli is the only restaurant that offers, low calorie, gluten
free meals and vegetarian sandwiches in JSOM. They also have an option which allows
customers to build their own sandwich via their build your own sandwich selections. The
price of their food items are higher than the prices of their competitors. The main objective of
Jasons Deli is to increase customer traffic. The marketing strategy will seek to create customer
awareness about the offered products and then to create a strong customer base. The message
that Jasons Deli will seek to communicate is that they offer low calorie food with no artificial
trans fats and gluten free food options. This message will be communicated through various
methods. The first method will be by offering free food samples around the JSOM building along
with promotional coupons. The second method will be through Jasons Deli website and
Facebook page, which will provide nutritional facts and ingredients information to the customers
about the food offered. A lot of time will be invested to create an efficient website that will
educate the targeted markets and will help Jasons Deli to increase customer utility.

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The second marketing strategy is to expand their distribution methods. Catering and
providing delivery services will help Jasons Deli to create a more diverse service options. One
way to increase the number of new and returned customers will be to start bringing the order to
customers tables instead of calling out their names when their order is ready. This will help
increase customer satisfaction, and in turn create more loyal and repeat customers.

3.7 Marketing Mix

Pricing- This will be based on cost-based pricing. Jasons Deli is able to charge above average
prices without drastically affecting their sales because they are the only fresh sandwich location
in JSOM. Being able to control their price gives them greater control over their financial
positioning.
Distribution- Jasons Deli has their own retail outlet/ franchise at UTD. They will use direct-to
consumers distribution model. Jasons Deli can further expand their distribution methods through
catering and delivery services.
Advertising and promotion- Several methods will be used
Distributing samples
Distributing menus and coupons
Website and Facebook page

Customer Service- Jasons Deli will make strong efforts to provide courteous treatment and
reach new levels of professionalism.

3.8 Marketing Research

The main advantage Jasons Deli has is that they are located inside JSOM. This allows
them to conduct surveys and get feedbacks. The following bar chart shows the results obtained

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JASONS DELI MARKETING PLAN

from a survey conducted. The survey was conducted among 50 students. The students were
asked to rate on a scale of 1 to 10 (with 1 representing the least satisfied and 10 representing the
most satisfied) on how satisfied they are with Jasons Deli menu options, price, portion received,
and customer service. The average was then calculated which is represented in the table below.
Primary research method was used to obtain the following data.
Average of Price Average of Portion
4.36
5.91

Average of Menu
7.27

Average of Customer service

8.27

Conclusions
Based on the data collected, Jasons Deli will need to work on their prices. The high food prices

discourages the number of returned customers. Initially reducing the prices will help Jasons Deli
to create a strong consumer base.
The second category which Jasons Deli needs to focus on is the portion of food served. Most

students mentioned that the portion of food they receive is very small compared to the price they
pay. Higher prices and smaller food portions is a major weakness of Jasons Deli according to
customers.
7.27 was the average rating for the menu options. There is a growing demand for vegetarian food in

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UTD. However Jasons Deli menu does not include a variety of vegetarian options compared to
on campus fast-food restaurants. Diversification of the menu will have to be considered to
enhance consumer experience.
The access of information was limited because when our group tried to approach Jasons Delis
managers they were reluctant to provide any financial or internal information.