HomeSick Restaurant & Cafe - Lesenberg Saint

HomeSick Restaurant & Cafe A Restaurant and Cafe Devoted to International Cuisine

Created By: Lesenberg Saint-Louis Presented: June 2021 Marketing II Ms. Sullivan, Everett High School

Copyright, 2021

Table of Contents

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Cover Page Table of Contents - Page 1 Executive Summary - Page 2 Industry Overview - Page 3 Business Description - Page 4 Branding - Page 5 SWOT Analysis - Page 6 Target Market - Page 7 Marketing Goals - 8 Marketing Mix - Page 9 Sample Advertisements - Page 10 References - Page 11

Executive Summary Our Mission HomeSick offers an authentic international experience like no other, through our selection of multicultural cuisine. Our team of cooks and staff work hard to perfect their craft , and creating a welcoming diverse environment Like the dishes we serve.

The Company and Management HomeSick is a restaurant and cafe that focuses on international cuisine providing our international customers with the taste of home and our local customers with the taste of the world. At HomeSick we travel to these places firsthand to give you nothing but the best and truly authentic dishes. Located in Boston, MA. Owned by the young entrepreneur and philanthropist Lesenberg Saint in 2022 .

Our Products ❖ Dishes

➢ Birrias Tacos from Mexico ➢ Alfredo Pasta with a recipe from Italy ➢ Chicken Tiki Masala from India ➢ Cobb Salad ❖ Beverages ➢ Southern style Home Made Lemonade ➢ Cola Couronne from Haiti ➢ Aguas Frescas from Mexico ❖ Desserts ➢ Cosmic Milkshake ➢ Belizean Fudge from Belize ➢ Eclairs from France ➢ Cannoli from Italy ➢ Halo-halo From The Philippines The Market Across the United States

Industry Overview

The Restaurant Industry According to Statista, the restaurant industry in the United States has seen healthy growth over the past few decades. As a leading contributor to the global restaurant market, the U.S. restaurant industry's food and drink sales have more than doubled since 2000, reaching an all-time high of approximately 800 billion U.S. dollars in 2017.

While the Covid-19 pandemic has lost the restaurant industry $240 billion in 2020, the industry is expected to bounce back in 2021.

Our Position in the Industry According to CondorFerries, Americans take 2.29million domestic trips each year, and the US welcomes 79.6million international visitors annually. According to Plumpos, independent restaurants with specialty dishes or themes have received much attention from guests looking for a customized dining experience.

With these two factors in mind, we know Homesick Restaurant & Cafe will be a success. We will cater to tourism, both domestic and international, and our menu has specialty dishes representing each region of the world. Plumpos also states that social media plays a big role in the dining experience now, with restaurant-goers looking to post pictures of their meals. Our restaurant will allow customers to take pictures of beautiful meals of different cultures, all in one location.

The Competition As of right now, there are restaurants that specialize in different types of cuisine, but no single restaurant carries dishes from all over the world at one time.

What Makes Us Unique We are the only restaurant in the United States providing a “taste of home,” for both domestic and international customers. We can bring domestic customers back to their roots with food like grandma used to make, and we can provide tourists with dishes they may have never tasted.

Business Description ●

HomeSick serves exceptional traditional dishes, with an aesthetic to match that’s so pleasing it’ll do more than just satisfy your longing for home. ○ Mission Statement ■ It’s ok to get home sick, it's not ok to stay that way. That’s why we’re here.

Our mission is to bring the feeling of home to you, by serving dishes that bring you back to your roots. ○ Goals and Objectives ■ America is considered a melting pot, we plan on being the actual thing in terms of food. We will sell meals and dishes that represent every country and every flavor. ○ Business Philosophy ■ The taste buds are always right, so our customers are always right! ○ Industry ■ Food and beverage industry. ○ Strength and skills ■ Customers no longer have to decide whether to choose from multiple restaurants for different authentic culinary experiences and sensations.

As we travel to these countries first hand to provide the whole genuine experience from the arrangement to the seasoning. ○ Target Market ■ Those who have been away from home a little too long, along with who would like an authentic cultural experiences ○ Closing Summary ■ Culture plays an important role in our daily lives, especially through what we eat. HomeSick combines exceptional service with traditional dishes, using recipes donated from families around the world. Our recipes are family made, passed down through generations. Now, you can try them!

Branding

Logo:

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Slogan ○ “ to cure homesickness, one dish, one tastebud at a time ”

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Color Scheme

#BC1823

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Merch Examples ○

#000000

#E2D5C2

Unique Selling Proposition We are the only Restaurant and Cafe in North America that provides international customers with a genuine and authentic taste of home, while also providing native customers with the wonderfully diverse taste of the culinary world. ➔ We offer dishes representing every country in the world ➔ Our food promises to make you feel like your at home again ➔ If you’re looking to try a new dish from around the world, we’re your answer!

Market Analysis SWOT Analysis

Strengths ●

We travel to these countries first hand

Weaknesses

Opportunities

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Cost of Ingredients

Threats

Annual events like the Boston Marathon

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Restaurants known to specialize in items on our menu

Competitive Analysis

Served Global Dining ● ● ● ●

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Henderson, NV Culinary dishes from around the world Indirect, because they are located in a different state Bringing your “Cultural favorites, redefined” where guests will have a chance to savor the flavors of the world in a single dish They do very well financially, they are a popular tourist destination for their international cuisine.

Atlantic Fish Co. ● ● ● ● ●

Boston, MA Seafood Boston’s local delicacy Direct although they don’t offer dishes from around the world They do very well financially, they’re a Back Bay staple

Cheese Meet Wine ● ● ● ● ●

Everett, MA Charcuterie favorites and delectable wines Direct located at the Encore Casino What is their USP? They do very well financially, they are a popular tourist as It’s locate at the Encore Boston Casino and resort

Target Market

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○ 17+ Gender ○ Both sexes Marital Status ○ All of the above married or single, or divorced Family ○ 0+ Location ○ In the local and/or surrounding areas , but by no means will I not encourage tourists Education ○ N/A Income ○ A big part of our target market (tourists) would need to make money to travel, however our food is not wallet-breaking so $60,000+ Occupation ○ A job with vacation time to visit our restaurant Religion ○ N/A Language ○ Not particular but various languages Spanish, Portuguese, Italian, Haittian Creole, Mandarin, Swahili, Hausa, Japanese Lifestyle ○ People interested in traveling and new foods Motivation ○ New experiences Hobbies ○ Cooking, fine dining, traveling Size ○ Our target market is big because we’re catering to people from all around the world (tourists and those with a passion for travel)

Marketing Goals Goal #1: Gain More Followers on Social Media ● We believe that more followers on social media will increase our reputation and brand recognition. ● We will increase our following by posting photos and videos every day to showcase what we offer.

Goal #2: Promote and Welcome a Diverse Environment ● We believe it is important to create a diverse and welcoming environment, just as the dishes we serve. ● We will not only hire employees that are bilingual, we will encourage it. We will also hire from all social and racial backgrounds. So our customers feel as though they can relate to those serving them. No person will be exempt from our hiring process, just as no customer will be turned away.

Goal #3: Increase Customer Loyalty ● We intend to keep our customers returning for more, but accompanied with fresh faces. We think customer loyalty is crucial to the success of our restaurant, but we hope our loyal customers will spread the word and bring other customers with them. ● By taking our time perfecting a genuine and authentic experience to go along with the cuisine, we are also taking our time to perfect the customer experience. With this, we believe that we offer the best restaurant experience across the United States, which will result in increased customer loyalty.

Marketing Mix PRODUCT: Homesick Restaurant & Cafe, has a vast menu full of delicious recipes and international cuisines. We offer a taste of the world in one location. While we celebrate and honor more than 90 different countries, our main recipes come from the following countries: ● United States ● Japan ● Spain ● Brazil ● Haiti ● Ireland ● England ● France

Our Most Popular Menu Items Include ● Birrias Tacos from Mexico ● Cobb Salad ● Alfredo Pasta with a recipe from Italy ● Southern style House Made Lemonade ● Cosmic Milkshake ● Eclairs from France

PRICE: Because we’re a restaurant with international cuisine, some of our ingredients are hard to find and expensive to purchase. While we do pride ourselves on providing customers with an excellent experience, some of our products will be pricey to cover the cost of the ingredients. For example, some of our desserts use edible gold for decoration and finishing touches, and edible gold costs about $15,000 USD per pound.

Our prices will be a bit higher than we’d like, but the food and customer service is exceptional.

PLACE: We have a physical location in Boston, Massachusetts, which is accessible to all major Boston hot spots including Back Bay, the Seaport District, Downtown, and the North End Waterfront.

We also have a website, which allows customers to view our menus and make reservations. Our website also allows customers to order merchandise, which will be delivered all across the United States.

PROMOTION: We use MBTA transport service vehicles along with social media, and billboards along the interstate

Brand Positioning For customers far from home who want the taste and feel of home, HomeSick is a Restaurant and Cafe that offers an authentic and genuine experience along with our exceptional cuisine so customers can get back to focusing on their task at hand. Unlike other restaurants, HomeSick focuses on the entire experience from the moment you enter, to the moment you leave.

Sample Advertisements

References Lock, S. “Restaurant industry in the U.S.” Statista. June 2, 2021. https://www.statista.com/topics/1135/us-restaurants/