Veggie Sizzle - Dhruv Patel

Veggie Sizzle Pure Vegetarian Restaurant

By: Dhruv Patel Everett High School Ms. Sullivan, Marketing I Copyright 2021

Table of Contents ● ● ● ● ● ● ● ● ●

Cover Page Table of Contents - Page 1 Industry Overview - Page 2 Business Description - Page 3 Branding - Page 4 SWOT Analysis - Page 5 Target Market - Page 6 Marketing Goals - Page 7 Marketing Mix - Page 8

Industry Overview The Restaurant Industry According to Statista, the United States has seen a healthy growth in the restaurant industry throughout the past few decades. The U.S. restaurant industry’s sales have more than doubled since 2000. Hitting an all time high of roughly $800 billion in 2017.

Today’s restaurant industry is a vital part of economic growth and development. ● There are over one million restaurants currently in the United States ● About 11.26 million people are employed in the restaurant industry ● U.S. restaurants make up 20 out of the 25 most valuable restaurant brands in the world Our Position in the Industry According to Statista, before Covid-19, people were dining out more often and spending more money on restaurant visits than ever before. Boston is a heavily populated city with tons of restaurants. But one area is lacking. Vegetarian options.

At Veggie Sizzle we aim to provide high quality vegetarian food to all consumers. There are not many pure vegetarian restaurants in Boston. The restaurants that have vegetarian options aren’t the best. We want to become one of the premier restaurants in Boston.

The Competition Newbury Street is a place with lots of restaurants. There is no direct competition, as there are no pure vegetarian restaurants on Newbury Street. However, there is indirect competition from other restaurants such as La Voile, Piattini, and Joe’s On Newbury.

What Makes Us Unique At Veggie Sizzle, we have things that other restaurants don’t. Amazing vegetarian options. Our entire menu is vegetarian and it is suitable for all customers. We want to provide customers with more than just food, we want to provide an experience.

Business Description ● Our Mission: To provide quality vegetarian food that is suitable for all customers. ● Goals and Objectives: Our immediate goal is to be a household name in and around Boston. We want to maintain a good reputation in order to become a top-tier restaurant in Massachusetts. ● Business Philosophy: We created Veggie Sizzle with one thing in mind. To provide consumers with excellent vegetarian food in a location that is dominated by meat. ● Industry: We are in the restaurant industry. The industry has amazing growth, with sales hitting all time highs in recent years. Minimal direct competition could result in plenty of sales. ● Strengths and Skills: We are different from any other restaurant on Newbury Street. Our restaurant has something that the others don’t. Amazing vegetarian options. There is plenty of indirect competition, but none of the competitors have what we have. ● Target Market: Our target market is people located in and around Boston, and tourists, who don’t mind spending a decent amount of money on food. On Newbury Street, people often spend a good amount of money on shopping and food. Online advertising including social media could get the word out. ● Closing Summary: Boston is a great city with amazing restaurants. At Veggie Sizzle, we want to provide something that is missing. Quality vegetarian food. In a location dominated by meat, vegetarian food can be hard to find. Our food is perfect for all customers.

Branding Logo:

Slogan: Food Built To Perfection.

Color Scheme: #dcae52

Merch:

#ffffff

#c32a2e

SWOT Analysis

Strengths ● The food is suitable for every customer ● Food is always fresh ● Wide range of menu items

Opportunities ● Having a delivery service (Grubhub, DoorDash, Uber Eats) ● Incorporating local and organic ingredients ● Creating a kids menu to attract more families

Weaknesses ● People might want to eat classic Boston food ● Prices of competitors could be lower ● It might take time to get up to speed with other restaurants.

Threats ● Lots of indirect competition ● Location is dominated by meat ● Food could be expensive because of rent or ingredients

Target Market ● Age

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○ We are catering our products more towards adults, but also to families.

Gender ○ Both sexes.

Marital Status ○ Our customer’s marital status does not matter to us.

Family ○ Our customer’s family structure does not matter.

Location ○ We are focusing on customers located in and around the Boston area, as well as tourists.

Education ○ Education does not matter.

Income ○ At least $60,000 per year. High costs could result in pricier foods.

Customers should feel comfortable spending a good amount of money on food.

Occupation ○ Occupation does not matter.

Religion ○ Religion doesn’t matter to us.

Language ○ The customer's language does not matter.

Lifestyle ○ Our customers could have a comfortable lifestyle. With them being content with their life. But, all types of lifestyles are welcome.

Motivation ○ Being able to get high quality food. Along with our food, we want to provide an experience.

Hobbies ○ Hobbies could include traveling, shopping, and being a foodie.

Size ○ The target market is sizable because our food is fitting for every customer, whether they are vegetarians or not.

Marketing Goals

Goal #1: Building Brand Awareness ● We are a new restaurant and we don’t want to get lost in the shadow of the more famous restaurants. Building brand awareness is important to get the word out about our restaurant. ● We can build brand awareness by launching advertising campaigns on social media, such as Instagram and Twitter.

Goal #2: Increasing Brand Engagement ● Increasing brand engagement is important to be able to maintain positive relationships with customers. A good customer relationship could result in a positive influence on customer purchase. ● We can increase our brand engagement by having things like raffles, where customers can win a free dinner. We can also create hashtags for customers to use.

Goal #3: Focus On Customer Satisfaction ● Customer satisfaction is an important part of attracting new customers, managing, and improving the restaurant ● We can focus on customer satisfaction by giving our customers surveys to see how their experience went. We can also reply to online reviews.

Marketing Mix

PRODUCT: At Veggie Sizzle we offer one thing that lacks in Boston: amazing vegetarian options.

We provide high quality vegetarian food that is suitable for all customers.

Our signature products are: ● Grilled Club Sandwiches ● Fried Rice ● Vegetable Sizzler Our most profitable items are the club sandwiches and the sizzler. We can grow these products by having individual advertisements for them PRICE: Since we are a unique restaurant, as there isn’t much direct competition, we can charge slightly more than other indirect competitors. Rent on Newbury Street is very high.

Factoring in the rent and the cost of all the utilities also plays an important role in the prices. Using the best local ingredients also has a say in the price of our food.

PROMOTION: Our current promotion plan includes social media and TV advertising. Social media promotion on Instagram and Twitter work best for us. We can improve our social media advertising by posting often and creating hashtags for our customers to use.

PLACE: We can increase the appeal of our front of house experience by adding TV’s for our customers to watch. The TV’s will show important news, sporting events, and play music.

We can also partner with delivery services such as DoorDash, Uber Eats, and Grubhub to deliver food to customers.

Value Proposition Statement: At Veggie Sizzle, our mission is to provide high quality vegetarian food to our customers. We want customers to have the best vegetarian experience.

References

https://www.statista.com/topics/1135/us-restaurants/