Senior Capstone: Gustus Gemmas (Jephthe Ducasse)

Gustus Gemmas A restaurant where the choice of what to eat is given to the restaurant, not the customers.

Created by: Jephthe Ducasse Presented: May 2022 Marketing III Ms. Sullivan, Everett High School

Copyright, 2022

Table of Contents ● ● ● ● ● ● ● ● ● ● ● ●

Cover Page Table of Contents - Page 1 Industry Summary - Page 2 Industry Overview - Page 3 Business Description - Page 4 Branding - Page 6 SWOT Analysis - Page 7 Target Market - Page 8 Marketing Goals - Page 9 Marketing Mix - Page 10 Sample Advertisements - Page 11 References - Page 12

Executive Summary Our Mission Our mission as a restaurant is to make a safe space for the indecisive people in the world. We believe that this is important because everyone deserves representation in whatever field they choose. Our ingredients are from local organic marketplaces so we can guarantee that our food will be fresh and healthy.

Company & Management Gustus Gemmas was founded in 2022 by Everett High Student Jephthe Ducasse. We’re located in Everett, Massachusetts, the hometown of our founder. We plan to provide this experience to the Greater Boston area.

Our Products and Services At Gustus Gemmas, we focus on our experience aspect as much as we focus on our food. We provide our customers with a sense of a thrill when we incorporate the surprise aspect to our food service.

An example of the food we may serve is, but no limited to: ● Steak ● Salmon ● Salads ● Pasta ● Vegan option The Market The restaurant Industry in the United States has thrived for a long time, and it gives no hints of slowing down anytime soon. The Greater Boston Area has a wide variety of possible eateries available to the public. Our market research tells us that the US Chain Restaurant market is projected to grow at a CAGR of 8.7% this year. According to Populationu.com, about 70.2% of Boston’s population fall between the ages of 16-60.

Our competitive Advantages While there are many restaurants in our area, not many can claim to also offer an experience with their dining.

Gustus Gemmas’s marketing strategy is to promote our unique selling point to the many people in the Boston area, so that we may create a unique brand identity that no other restaurant can boast about.

All our food is made from organic ingredients sourced from local organic marketplaces.

Start-up Financing Requirements We are looking for an operating line of $220,000 to finance our first year of business.

This is the cost because as owners, we have not invested any money into our business yet.

Industry Overview The Restaurant Industry According to IBISWorld, the US Chain Restaurant market is projected to grow at a CAGR of 8.7% in 2022. The Restaurant Industry is currently worth about $162.6 billion as of 2022.

The restaurant industry’s worth has definitely been impacted negatively by Covid-19.

With nearly the entire world coming to a halt in 2020, the restaurant industry had dropped from about $158 billion to $128 billion the following year. However, the market rose up to $139 billion in 2021. Disasters can clearly impact the growth of the market.

The reopening of the US has definitely helped up and coming restaurants survive pandemic and create a foothold in the industry.

Our Position in the Industry Greater Boston is a highly affluent area, an ideal market for any aspiring restaurant, such as Gustus Gemmas. The population in this area can not only eat out, but can do so frequently.

Our market research tells us that a restaurant in today’s climate has a higher chance to succeed than ever before. With everyone eager to leave their homes, restaurants are almost guaranteed to have some customers.

The Competition Our direct competitors are Mixed Grill & Cafe, Dempsey’s Restaurant, and Broadway Cafe.

What Makes Our Restaurant Unique Nearly every restaurant has a menu so that customers can choose from a variety of dining choices. Gustus Gemmas; on the other hand, does things a little differently. At Gustus Gemmas, our menu doesn’t tell you what you’re ordering, just the ingredients.

We do this because at Gustus Gemmas, we prioritize the thrill of our experience, as well as our food.

Business Description Gustus Gemmas offers an experience along with our fine dining. With a surprise after every order, you’re guaranteed to want to come back.

Our Mission While some people like knowing exactly what they’re getting, some people have trouble choosing for themselves. That’s where we come in, our mission is to cater to the people who have trouble choosing.

Our Vision We see ourselves building up a loyal customer base in the future, with word of mouth marketing being one of our main driving factors for our success.

Our Goals and Objectives Our main objective is to be known as one of the best, most interesting restaurants in the country.

Our Business Philosophy If the customer doesn’t like it, then we will give them something else. We aim to please, so even though we offer a surprise element, if the meal presented to them isn’t what they want, we will give them another option free of charge.

Industry The restaurant industry has lots of opportunities, with many chances to expand.

Our Strengths and Skills Our cooking staff has free reign over the food they make, so creativity has no need to ever be sacrificed.

Target Market People who have problems speaking in public and confrontation, along with people who like being pleasantly surprised.

Closing Summary Sometimes, we don’t know what we want, and that’s completely ok to not always know. At Gustus Gemmas, these people are not tolerated, but they are appreciated

because everyone needs a safe space for themselves. So come on over and have a blast with us.

Branding Slogan Sometimes, the choice isn’t yours to make.

Logo

Color Scheme Red, Gold, Green, Gray Merch Examples

Unique Selling Proposition Gustus Gemmas offers a thrilling experience, as well as providing entertainment for our customers. Customers trust us with their taste palette, so we put the utmost care when it comes to anything regarding them.

Market Analysis SWOT Analysis

Strengths 1. We offer an experience by keeping our guests in the dark .

2. We’re located at a popular shopping center so we will have constant potential customers.

3. We offer a thrill by leaving customers anxious and wondering what they’ll possibly get.

Opportunities 1. We can get verified by the FDA, and gain their approval.

2. We can partner with anti-animal cruelty associations to show our stance and gain company goodwill.

3. We can potentially partner with our local organic supermarket to increase the quality of our food and connect to the community.

Weaknesses 1. Picky eaters will not like our restaurant because of the unknown factor.

2. Confusion is bound to happen with new customers and can potentially push them away.

3. It is a new and experimental idea and can potentially fail catastrophically.

Threats 1. Mixed Grill & Cafe 2. Dempsey’s Restaurant 3. Broadway Cafe

Competitive Analysis Mixed Grill & Cafe ● 741 Broadway, Everett ● They sell Breakfast style food and grilled food. ● Indirect competitor. ● Mixed Grill & Café offers a wide selection of Brazilian

Dempsey’s Restaurant ● 438 Broadway, Everett ● They sell the standard American breakfast and lunch. ● Indirect competitor ● The Nentis Family has provided excellence in food

Business #3 ● 698 Assembly Row Unit 102, Somerville ● They sell high quality luxury food. ● Indirect competitor ● People First ● They had a revenue of $387,346

and Italian specialties in addition to American favorites like burgers, salads and subs. ● They had a revenue of $87,243

service for over 39 years to Everett and the surrounding cities. ● Their sales are not were not released, however they are rated well on google.

Target Market Demographic: ● Ages 16-60 ● Any Gender ● Any Ethnicity ● Any Education Level ● $40,000+ ● Any Household size ● Any occupation ● Religion (if it applies)

Geographic: ● Greater Boston Area ● English ● North Eastern climate ● Any Cultural background ● Eastern standard time

Psychographic: ● Thrill Seekers, Indecisive ● Has no problem giving decisions to others. ● Value a unexpected experience ● Interested in a thrill ● Likes to be surprised

Behavioral: ● They would use our product at least every month ● They are looking to be fed and to have a good time.

Target Market Size ● Our target market is somewhat large, however it is still very niche.

Marketing Goals Goal #1: Gain A Social Media Following ● We want to expand our social media following to increase our brand awareness. By increasing our brand following, we will inadvertently bring more customers to our establishment.

Goal #2: Establish brand goodwill ● We want to increase our brand’s goodwill in the public eye. If we can establish a positive view in the public's eye, then we will definitely see an increase in customer loyalty.

Goal #3: Establish new promotions ● We would like to establish new promotions for our restaurant. By establishing new promotions, we will gain new customers by giving them deals they can’t refuse.

Marketing Mix PRODUCT: We have no signature products since our signature is that we change our menu regularly. Our most expensive options will most likely be our meat options on our menu. Our least profitable option will be our drinks. Our menu may include items such as Steak, Caesar Salad, and Salmon.

A part of our product is that we also offer an experience. When ordering your food, our menu only tells you some key ingredients, not what the food may be. This adds the thrill aspect to our restaurant.

PRICE: Our pricing is in the medium range when it comes to restaurants. With our current pricing, we are capable of covering all our expenses. Our bundles include getting a free drink with any purchase above $10.

PLACE: We are located on 374 Ferry Street. We only have one store and only do in-person shopping. We have no promotions set in place based on our location.

PROMOTION: We use social media and newsletters to promote our restaurant. We do this by posting ads and promotions on social media accounts, such as Twitter and Facebook. We also send promotions and coupons through newsletters.

Value Proposition Statement: Our brand is valuable because it fills a certain niche that no other restaurant does. No one else chooses what their customer eats, but we do.

Brand Positioning For people who have a hard time choosing what they want to eat, Gustus Gemmas is a restaurant that offers to make the choice for you. Unlike most restaurant establishments that need to know exactly what you want before they can serve you, Gustus Gemmas offers to make the choice and serve you without any real input from the customer.

Sample Advertisements

References ● https://www.populationu.com/cities/boston-population ● https://www.ibisworld.com/united-states/market-research-reports/chain-restau rants-industry/