Jennifer Willard 1

1. Title: Marketing Plan for Grilled Cheese Mania

2. Executive Summary: Grilled Cheese Mania will be a student run café in

Downtown Blacksburg, Virginia. It will sell a variation of grilled cheeses as well

as simple sides, soups, and drinks. It will offer multiple seating options so

customers can choose to either dine alone or with a large study group. For those

who desire a grilled cheese and do not wish to leave their comfortable homes,

delivery will be available.

3. Values: Respect, kindness, and commitment to customers

4. Vision: To inspire happiness and positivity to our community one grilled cheese at

a time

5. Mission: Provide excellent quality food for an affordable price that all can enjoy.

6. Goal: Give our customers a positive environment to enjoy our yummy food

7. Objective: To spread positivity in our community by sponsoring and taking apart

of community events.

8. Product: Grilled Cheese, soups, sides (fries, cheese sticks, salads)

Strengths: Have a large selection of artisans grilled cheese so there is

something for everyone to enjoy. We will also offer a “make-your-own”

option, so that our customer can tailor it to their own taste. We will offer

complimentary side dishes for those who wish to have something extra with

their meal.
 Jennifer Willard 2

Weakness: Only offer one type of food, so our market is small.

9. Price:

Strengths: We will be offering low prices for our grilled cheese. Being a

college town, low prices will attract budget friendly college students.

Weakness: Price will vary for the more artesian grilled cheeses and add-ons

will cost more too.

10. Place:

Strengths: Being Downtown on the Main Street of Blacksburg makes it

easy to get to and will help us attract customers who pass by. Offering an

affordable meal with several bars in walking distance will gives us an advantage

with the college crowds.

Weakness: Several restaurant competitors nearby.

11. Promotion:

Strengths: Being on Main Street there will be several who walk or drive.

The company post consistently on social media platforms such as Snapchat,

Facebook, Instagram, and Twitter to stay in touch with our customer base.

Weakness: We will have no ads on TV, radio, or large poster/billboards so

it will be harder for us to reach the older generation who do not utilize Social

Media.
 Jennifer Willard 3

12.Core Competency: Grilled Cheese Mania will be one-of-a-kind in the Blacksburg

area. No other business offers what we are offering which makes us stand out. We

not only focus on delicious food but giving back to our community.

13. Customers: Our main customers will be college students who are looking for a

late night or study snack. Parents with young children is also an important

demographic, but is not as large as college students.

14. Competition:

Opportunities: There are no other business that offers what we do, so we

can dominate the niche market. Also, we specifically cater to large study

groups with our large group seating and outlets.

Threats: There are several other affordable restaurants in walking distance

who have a more loyal customer base.

15. Legal:

Opportunities: Following health codes, obtaining the necessary health and

business license to operate a success store.

Threats: Staying up to code with the latest health regulation and having the

most up-to-date licensing.

16.Sociocultural:
 Jennifer Willard 4

Opportunities: Simple food that has been “enhanced” is trending within the

college demographic. Food blogging has become popular with all people, so

offering an unique service will bring in people who want to experience it.

Weakness: There is a trend of healthier eating, so we aren’t going to appeal

to that market.

17. Technology:

Opportunities: Using online ordering services as well as kiosk ordering in-

store to stream line the process and make business more efficient.

Threats: Must keep website and social media updated, and those who don’t

use the internet trying to find ways to reach them. Possible technological

malfunctions that could hinder business.

18. Economic:

Opportunities: With a college in walking distance there will always be a

constant stream of business.

Threats: If for some reason the college has to close down like in the recent

COVID-19 incident business will slow down threating our cash flow and

ability to stay open.

19. Future Customers: College student who are looking for a late night or study

snack. Those who are attracted to the Blacksburg area because of the games and

other events the college offers.

 Jennifer Willard 5

20. Future Core Competency: Offering high quality food for a reasonable price

while giving back to the community.

21. Product:

Strategy: Provide the best grilled cheese selection in Blacksburg, Va.

Tactic: Each month we will review and edit our current menu to match

customer feedback. We will also develop “Gilled Cheese of the Month” to

keep our menu unique.

22. Price:

Strategy: Offer the lowest price possible while still making a desired

amount of profit.

Tactics: Quarterly we must evaluate production and business cost and

establish our breakeven point. Then we must decide how much we should

charge to cover our breakeven point plus produce the desired amount of

profit.

23. Place:

Strategy: Welcoming place for students to come and study alone or with

friends and an affordable late night snack.

Tactics: Open on the weekday from 10:00am – 12:00am and on the

weekends from 11:00am – 2:00am to accommodate the late-night crowd.

We will offer seating for 75% of the maximum occupancy. We will offer
 Jennifer Willard 6

community tables for those who wish to work alone as well as single bar

seating. For large groups, we will offer booths as well as the community

table can also be used for large groups.

24. Promotion:

Strategies: Have everyone in Blacksburg as well as adjacent town aware of

Grilled Cheese Mania.

Tactics: Updating social media weekly and participating in community

event to advertise our business.

25. Conclusion: Provide an artisan version of the beloved grilled cheese at an

affordable price that all can enjoy in our warm environment our store creates. To

show appreciation for those who eat at our restaurant, we will participate in

community events not only as a way to give back, but as well as promote our

business.