Principles of

Marketing 1
Section 2
Uncle Bennys
Marketing Plan
December 2nd 2016

Ms. Elizabeth Anne Wilson

By: Terence Conley, A.J Currie-Bartlett, Drew Cormier, Adam

Ciuman

SWOT Analysis

trengths

Tinas prior experience with her familys restaurant

Tina has 1-year experience managing The Grasseau Steakhouse
Her lottery winning of $286,000
Experience in our kitchen staff, every employee having at least 2
years experience working in a kitchen
Masonville is a high traffic area
Not too expensive, relative to our competition
Family style restaurant, attracting families of all different ages

eaknesses
Tina might still be effected from her Familys restaurant being closed
Shes never personally had the full responsibilities of a restaurant
owner
Its a weak brand, because we are new
The online presence, need to create our identity
We dont have an established customer bases

pportunities
Financial leverage, from her lottery winnings
Roadhouse restaurants are an up and coming style of restaurant
Lots of potential customers in the area, with one of the two largest
shopping malls in the city
Growth for promotions. The more we grow the more promotion we can
attain
Possible expansion in the future, to branch out our restaurant
To give the costumer the satisfaction they want!

hreats

Many local competitors (Jack Astors, The Keg, Montanas)

Economic depression
The change in taste. Someday the roadhouse business might go out of
style
They can make food at home
We are new, people dont like change

Competitive Analysis:
In our research for new restaurant we decided to become a "roadhouse"
restaurant. We wanted to be a restaurant that could be able to serve a variety of
food such as steak, ribs, and chicken. We decided to see what restaurants in
London are also serving these foods. We noticed a few restaurants that are
serving very similar options and style of restaurant we were trying to become.
We needed a location for our restaurant. We needed somewhere that would be
able to attract our target markets and be able to have them feel comfortable at
the restaurant. Since our target markets are Families and Adult Life Early we
needed somewhere that they can associate themselves eating at. With that in
mind we decided to choose the Masonville area. We chose Masonville because
we noticed a trend of nice roadhouse/nice restaurants in that area, and that is
what we are trying to become.
Our main competition in that area is quite noticeable and they have some very
well known names. Our competition is going to consist of Montana's, The Keg,
and Jack Astor's. These restaurants are going to be our competition because
they are essentially selling the same type of food or the same type of
atmosphere for their restaurant. The restaurants are also quite close to the
Masonville area and that makes them a prime example of a competitor.
Now time for some information on our competition:
Montana's

The Keg

Product: Roadhouse
Serving; Ribs, Steak, Chicken,
Burgers, Sandwiches and Sides
Place: 1335 Fanshawe Park Road
West
Price: 16-35$ Cheaper for smaller
portions
Promotion: Specials,
Commercials, Moose Ears, All you
can eat ribs on Wednesday,
special prize draw
Product: Steakhouse
Serving; Steaks, Lobster, Chicken,
Fish, and Ribs
Place: Richmond/Masonville mall

(Under Construction)
Price: 27-45$, High quality
Promotion: Seasonal promotions,
Daily Specials
Product: Roadhouse
Serving; Steaks, Chicken, Burgers,
Sandwiches and Sides
Place: 660 Richmond Street
Price: 20-30$ Average
Promotion: Special Prize Draws, Free
Appetizers on your birthday, Kids
Menu, Loyalty Program

Jack Astor's

Customer
Segments

Geographic

Students

Young
Professionals

Young
Families

Established
Adult Early

Establish
Adult Lat

Live near
their campus
either at

Live in the
downtown
area

Most young
families live
in

Many people
in this group
live in

Most live
the Maso
area.

Hyde Park,
Hamilton
Road, and

Hyde Park.

Fanshawe or
Western
University.
there are
about 66,000
Around 46000
students live
in
London.
Which
represents
about

There ar
around
50,000 p

White Oaks

people
between the
ages

Approximatel
y 73,000
people in

of 20-29

25,000
people aged
29-35.

this
demographic.

Young
Professionals
are

Fall between
29-35 years
old.

Comprised of
people aged
36-49

aged 50-

15% of the
population.

Demographic

Students are
between the

People in
group ar
aged

ages of 19-24

Psychographi
c

22-28 years
old

49-59. Th
chidlren

Most are not

married and
have

Young
Families are
typically

Majority of
students fall
under

no children.

Married, living large

together and
disposable
have
income.

young and
single.

Most will have young

a high
children.

Tend to have
children in
their

Many have
low income

disposable
income.

teens.

Dont want to
spend a lot of

socializing
and dating is
a big

Most have
very busy
schedules,

Spend a large
portion of
their

Have a v
large am
of free

part of their
lifestyle.

Don't have a
lot of time to
go out

income on
food. Eat
outside of

time.

home more
than any
other group.

Have refi
and
sophistic

money.

Have
increased
income and

Students
enjoy going
out

post
seconda
educatio
starting
careers.
a

high inco

tastes.

and
socializing.

Benefits

Having a
place were
they can

A place where
you could
bring a

Going out
with their
family and

A family
friendly
resturant
where

meet their
friends.

date and
have a good
time.

having their
dinner made
for

the parents
will feel safe
bringing

them is

their kids.

Our lower

Can brin
their chil
and gran

children.

prices will
encourage

convenient to
them

students to
visit.

Having
healthy
options on
the
menu for
their children
will
encourage
them to visit.

Usage Rate

Since many
students
enjoy

There is a
medium to
heavy

going out
there is a
medium

usage rate
among young

to heavy
usage rate.

professionals.

Light or
irregular
usage rate
among young
families.

There is a
heavy usage
rate

There wo
be a ligh
irregular

among this
group.

usage
amongst
market.

Target Market
Students:
Students are a large part of the London area due to the 2 main schools in the
area (Fanshawe, and Western). Both schools get a large variety of students
from different backgrounds and histories. For most students they range from
17-25 (Average) with that kind of young age range they command a large
population in London. Students have some of the least amount of disposable
income due to student loans. Students are also doing school work quite a bit
so they cannot always go to restaurants due to time restraints.
The population percentage for this age range is close to 20%.

Young Professionals:
Young Professionals are the 23-30 year olds who have already graduated
from their college/university and they are beginning their careers and
earning either minimum to just above minimum wage. They can afford to
visit nice restaurants occasionally and they are usually beginning a family as
well. This age range is kind of doing their best to conserve some money
while still being able to enjoy their prime of their lives. The population
percentage for this age range is close to 15%.
Families:
Families are the 30-40 year olds who have been in their careers for a while
and they are now married with children. Families with children are the ones
who have a good amount of income because they have been in their careers
for quite a while. This age range is still at the beginning of their family life so
they are wanting to be able to spoil their child while they are still young and
they are wanting to do as much as they can with their child. The population
percentage for this age range is close to 25%.
Adult Life Early:
Adult Life Early people are the adults who are the 40-50 year olds. They have
quite a high disposable income because the children are usually moving out
and they are reaching the end of their careers, so they have a high amount
of free time on their hands to be able to enjoy the time that they have for
themselves. The population percentage for this age range is close to 25%.
Adult Life Late:
Adult life late people are the adults who are the 50-75 year olds. They are
past the end of their careers, these adults are usually retired and in turn
have the most disposable income for things that they are wanting to do for
themselves. The Adult Life Later population usually have grandchildren and
they are wanting to spoil them and take them out for food and activities to
spend time with them. Population percentage around this age group is close
to 15% of the London population.
Students

Geography:
Western Residence% 90 (First
Year)
Fanshawe Residence% 80 (First
Year)
Demographics: 17-25 (Average)
Male% 48.1
Female% 51.9

Young Professionals

Families

Adult Life Early

Adult Life Late

Psychographics: Fairly Cheap

Benefits: Don't have time to cook
Usage Rate: More than they should
Geography: Downtown, High Traffic
Demographics: 23-30
Male% 47.7
Female% 52.3
Psychographics: Budget
Shopping/Dining
Benefits: Can Cook, No willingness
Usage Rate: Average
Geography: Suburbs, School Zones
Demographics: 30-40
Male% 47.9
Female% 52.1
Psychographics: Budget, smart
shoppers
Benefits: Time Saver, Convenience
Usage Rate: Low
Geography: Near Employer,
Suburbs
Demographics: 40-50
Male% 45.7
Female% 54.3
Psychographics: Still budgeting
Benefits: Spot to meet with friends,
take grandchildren/children
Usage Rate: Above Average for
time and visiting
Geography: Suburbs, Close to
Family
Demographics: 50-75
Male% 43.2
Female% 56.8
Psychographics: More willing to
spend since they are retired
Benefits: Great Spot to take
Grandchildren, Convenience
Usage Rate: Quite High

Our Main Target Markets:

For our main target market we are running a multi segment market designed
to reach the Families and the Early Life Adults. The multi segment will be

able to reach both segments quite well due to the markets are quite similar
and they are able to work in a way that both targets think that they are both
the main target for our company.
Why we chose Families:
We chose Families, because the families market is quite easy to hit with our
type of restaurant. Due to we are essentially doing an emulation of Jack
Astor's and they are quite a family restaurant we were able to decide that
Families would be nice and easy to reach to. Families also have a decent
amount of income since they are trying to keep a family going and be able to
enjoy themselves at the same time.
Why we chose Early Life Adults:
We chose Early Life Adults, because they are in the midst of their careers and
that they have already earned quite a bit of money and since they are able
to afford most restaurants it makes it easier to target them. Early Life Adults
are still looking for a restaurant that is able to bring a little bit of everything
for their nights out with their friends and colleagues.

Misssion Statement and Objectives

Mission Statement:
Our mission is to provide high quality food in an environment where
everyone is welcome.

Objectives
Short term:
-

Record a profit in our first year of business

Medium term:
-

Control 25% of the market in the Masonville area within 5 years

Long term:
-

Open another restaurant in London in 10 years

Uncle Bennys Roadhouse

Variety Of Products:
Uncle Bennys Roadhouse is more than just a large quickserve restaurant. It is a restaurant that will fit in
anywhere and make you feel right at home. Uncle
Bennys is a fun and flexible environment that has a wide
variety of Appetizers, Main Course and Beverages. Uncle
Bennys wide variety ranges from a quick Lunch all the
way up to a large delicious dinner. It is a great spot to go
to if youre looking for a place to sit down and enjoy a
fulfilling meal with you friends and family. Its famous
slogan Your Taste Buds Will Be Feeling Like Studs is a
great way to attract people from all ages with its offering
of different products such as offerings of Appetizers,
Steak & Ribs, Burgers, Delicious Desserts, and Beverages.
The Roadhouse is known for its main dishes and wide
selection of Beer. The main courses consist of Bennys

King Steaks and Flavourful Ribs. The wide selection of

Beer consists of Domestic, Import, Craft, and Specialty
beers to fulfill your taste buds and clench your thirst.

Distribution Decisions
Name: Uncle Bennys Roadhouse
Location: Masonville Area
Why we chose the name?
We chose the name Uncle Bennys Roadhouse to create the
atmosphere of a warming, family oriented establishment. Uncle Bennys plan
is to make people feel like there at home, when they come to our restaurant.
We want the costumers to feel comfortable and relaxed and what other way
to do that than at good old Uncle Bennys. Another reason for our name
Uncle Bennys Roadhouse, is for costumers to get a feel for our fresh,
homemade Uncle Bennys cooking that will have your mouth watering in no
time. Theres nothing like a home cooked meal, but at our restaurant we do
our best to make each meal fresh and to our perfection. Lastly, we cant
forget Uncles Bennys love for a good roadhouse meal, at Bennys we serve
the finest Ribs, Steak, and Chicken that will leave your taste bauds bouncing.

Why we chose this location?

The Masonville area is a very popular destination for a restaurant. With
its many local businesses, stores, and one of the two largest shopping malls
in the city. With a large portion of the residence in the area being married
couples (Tinas Case Study), it will be easy to attract young families. This
area will also be convenient for young families and shoppers to grab a nice
meal after their full day of shopping. We would also like to point out that 31%
of the area is over the age of 45(Tinas Case Study). Thus, meaning they are
probably financially stable living in this neighbourhood, being 45-year olds
usually have stable jobs. Also being good for our target market being Adult
Life Early. The average family income for this area is $153,560 (Tinas Case
Study). Which than proves that most people in the neighbourhood can afford
to eat out. With both Families and Adult Life Earlies in the area we feel we
can be very successful. A lot of the restaurants available in this area are
quick serve or casual restaurants, with only a few higher end or fine dining
restaurants. We think we would fit in medium range with these two options,
offering an alterative to the people in the area.

Distribution
For Distribution of our product it would be Eat-In-Only because of our fresh
and homemade dishes. However, we would offer take home boxes for
customers to take home their meal if they do not finish. We figure this is the
best way to distribute our product, to guarantee our authentic taste and
appeal to the consumers.
Marketing
Communicatio
n PlanRecommendati
ons for
Advertising
Slogan

Name

What is it?

Motivation

Effectivenes
s

Cost of
Advertisem
t

Your taste buds,

will be feeling like
studs

This is the slogan

for our restaurant
to attract
customers.

By doing this we
can tap into the
consumers sub
conscious, and
therefore bring
them into our
restaurant. This
than raising our
sales revenue.

4000$ to prin
promote, and
sponsor this
slogan.

Social Media
Campaigns

#UncleBennysRo
ad-house for your
chance to win
prizes of gift
cards and more!

Its a chance for

people to
promote us
online using
social media.
When they enter
the hashtag they
are entered into a
draw for chance
to win a gift card
or coupons.

We want people
to associate our
food with this
slogan for when
they think about
our restaurant. As
well create our
own message
about or food to
the consumers.
Is to get people
aware of our new
restaurant using
online social
media which is a
very good
platform for
spreading the
word.

100$ to keep
page up and
running.

The Entre Silver

City Movie Deal

Buy any two

entres on
Monday,
Wednesday or
Friday and
receive two free
movie tickets to
Silver City
Cinemas in
London.

By tweeting this
hashtag not only
will people have
a chance to win a
gift card and
come and try out
product. But
people on their
social media will
be able to see
the tweet, which
will advertise for
us.
This will increase
our sales revenue
as more people
will want to come
and eat here for
the benefits. By
having this
promotion three
nights a week we
can also increase
profits with a
larger number of
customers
coming on those
nights.

Promotion

To treat our
customers to a
night out to the
movies. When
they buy any two
entrees, they will
receive two free
movie tickets.
Attracts people to
come out on
these nights for
dinner.

2000$ worth
cards and cou

$2000 Promo
the special.

$5000 For
endorsing the
promotion an
getting it star

Promotion

Promotion

Website
Content

Website
Content

The London
Knights
promotion

All you can eat

ribs for 24.99$ on
Saturdays.

Customer Survey

Customer
Feedback Page

We would like to
make out a deal
with the London
knights to be one
of their sponsors.
We would offer a
free starter
anytime a London
Knight scores a
hat trick to
everyone with a
ticket at that
game. In
exchange for
advertisements
at the game and
a sign on the
boards.
Every Saturday
will be all you can
eat ribs for
24.99$.

We will be putting
a Costumer
Survey page on
our website to
allow customers
to take a survey
based on our
performance.

This page will

allow customers
to read other
customers
feedback from
the time they had
at our restaurant.

To get people
aware of our new
restaurant. Also
to promote our
restaurant in a
new environment
with lots of
viewers. By doing
this, we will
constantly be
reminding
consumers at the
game of our
business. Which
will than attract
them to our
restaurant.

When people go
out to watch the
London Knights,
they will see or
hear our
advertisement
and be reminded
of our restaurant.
This can let
thousands of
people know of
our specials and
deals on.
Bringing more
costumers in that
like the deals
they see.

$10,000 expe
for the sponso

To get customers
out on Saturday,
and to make
Saturday one of
our most popular
days of the week.
By having this
promotion, it will
increase sales
revenue by
people wanting to
purchase. the
deal which is
higher than our
average cost of
one meal.
By doing this we
can collect
feedback from
customers to be
able to change
our ways for
customer
satisfaction.

By making this
our most popular
day. We are
hoping to be
known for our all
you can eat ribs
on Saturday. This
creating a stable
customer base,
who enjoy this
promotion.

$1000 for
promotion of
advertisemen

By getting
customer
feedback we can
identify our
strengths and
weaknesses. And
than change
what needs to be
changed in order
to run a more
successful
business.
When customers
do this we are
able to see what
they think about
our restaurant.
Also helps other
customers to
decide weather
or not to eat at
our restaurant.

$800- for kee

the page up a
running.

We want our
customers to
spread news
about our
company. By
doing this they
can comment
and rate how well
we did.

$2000- start u
costs to cover
Starters

$2000 to cove
costs and ban
for restaurant

$400 for print

Receipts, Men
Customer sur
info cards

$700 for print

website
management

References
Michienzi, Jack. "Tina's Restaurant Case." Tina's Restaurant (2012): 1-8. Web.
Nov.-Dec. 2016.
<https://www.fanshaweonline.ca/d2l/le/content/749484/viewContent/451847
5/View?ou=749484>.