HILTON- chefs table case study

Case Study

BY JOY HILTON

Table of Contents Background 4 Problems 10 Solutions 16 Results 32 Conclusion 34

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Background

History The Chef’s Table opened in June of 2023 in Wintersville, OH, following the owner’s journey from a food truck in Belmont County (“Freshwater’s Farm to Chef Table”) to coownership of “Sonny Boy” Restaurant of Bridgeport, OH. Eventually a second location of Sonny Boy was opened by the partners in Wintersville, OH, but just two months later, on June 16, 2023, the newer owner who started with a food truck, acquired sole ownership of the Wintersville location, rebranding it as “The Chef’s Table.” Emphasizing fresh, locally sourced ingredients, The Chef’s Table offers a daily all-you-can-eat buffet and an extensive menu featuring home-cooked dishes. The restaurant reflects a commitment to quality and a journey rooted in farm-totable origins.

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Timeline of Events JUNE 2017 MAY 2018 OCTOBER 2022 MARCH 2023 APRIL 13, 2023 JUNE 16, 2023

FRESHWATER’S FARM TO CHEF TABLE FOOD TRUCK OPENS IN BELMONT COUNTY THE FOOD TRUCK OBTAINS A PERMANENT LOCATION FOOD TRUCK RETIRES AND OWNER BECOMES A PARTNER AT SONNY BOY IN BRIDGEPORT, OH KING’S FAMILY RESTAURANT, WINTERVILLE, OH CLOSES SONNY BOY OPENS WINTERSVILLE LOCATION OWNER BUYS OUT SONNY BOY AND OFFICIALLY OPENS “THE CHEF’S TABLE”

BRAND PERSONALITY EATING AT A RESTAURANT DOESN’T HAVE TO ONLY BE ABOUT THE FOOD ON YOUR PLATE. IT CAN BE ABOUT LIFTING EACH OTHER UP BY SOURCING INGREDIENTS FROM THE LOCAL COMMUNITY AND CREATING AN ATMOSPHERE WHERE EVERYONE FEELS WELCOME AND LEAVES WITH A FULL HEART...

AND A FULL STOMACH.

Brand Voice

WARMLY INVITING RURAL CHARM THE CHEF’S TABLE

is RUSTIC COMMUNITY-CENTRIC SOUTHERN HOSPITALITY APPROACHABLE AUTHENTIC

Sharing a passion for good food, family, community, and hospitality.

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is not FAST FOOD FORMAL DINING

S

W

STRENGTHS

• The only restaurant in direct area

T

OPPORTUNITIES

swot

• Great location

O

• Owner seems defensive on FB – bad PR • Poor Branding

• Already has a base of local regulars

• Too many directions – who are they?

• Has some great ideas that can be built upon

• Inconsistent quality food (maybe because they are new)

WEAKNESSES

• Southern Barbecue • Gourmet Ice Cream • Catering – build this up and advertise it more

• New restaurants moving in • Food prices rising • Economy – area businesses closing/ could close

THREATS

Media Mix

• The Chef’s Table is fairly active on social media.

• Their Facebook account has 2,000 followers, and posts approximately 5-8 times a weeks with very limited interaction on posts.

• Their Instagram acccount has 538 followers and posts regularly with vey little interaction on posts. Most posts are duplicated posts from facebook.

• They also have a TikTok with 1900 followers and extremely low interaction on posts • Their Facebook and Instagram accounts were created in 2017 and 2018 respectively. The Chef’s Table restaurant opened five months ago in June of 2023 so the majority of followers are probably from the food truck.

• No other forms of advertising or media.

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Problems

The Chef’s Table is experiencing an identity crisis. They have many strengths that are being dulled by the blandness of their public identity. Their visual identity lacks any clear direction. The name on their social media accounts is still “The Chef’s Table on Wheels,” and the tone these accounts portray through posts is confusing. The journey from food truck to one restaurant and then to another over a few years is impressive and was likely a fast-paced adventure. It seems the vision for who they are may have been lost along the way, causing a breakdown in a few areas:

1. VISUAL IDENTITY 2. SOCIAL MEDIA 3 MENU

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Problem One VISUAL IDENTITY The Chef’s Table lacks a strong visual identity. Several different version of the logo are in use in different places. There is no color scheme and no consistent typography. The road sign outside of the restaurant is this black graphic on a white vinyl banner. This is the only sign on the property that says the restaurant’s name. There is no sign on building that says “The Chef’s Table.”

The lack of a solid brand weakens overall brand perception and makes building customer loyalty more challenging and would make any future advertising less effective and prevent them from establishing a more substantial presence in the community and online.

Problem Two SOCIAL MEDIA The Chef’s Table struggles with the way it presents on social media. The name on the accounts is still “The Chef’s Table on Wheels,” even though the food truck has been gone for over a year and they are now a brick and mortar restaurant.

Sometimes the posts include religious messages and images that seem out of place for a restaurant and might be a deterrent to potential customers who do not share the poster’s faith.

The Chef’s Table has had some negative reviews and comments on Facebook and the page has not always responded professionally. The lack of professionalism is hurting their public image and making it more difficult for them to build a solid presence.

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Problem Three MENU The problem with visual branding extends to the menu.

The menu lacks visual appeal. It is in black sans serif font on a white background.

The layout lacks continuity, and the pages do not flow or have a sense of cohesion. None of the images contained in the menu appear actually to be food from the restaurant.

Overall, the menu looks crowded and the haphazard presentation makes it difficult for customers to make choices and it negatively impacts sales.

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Solutions

Solution One BRANDING DEVELOP A VISUAL BRAND IDENTITY INCLUDING LOGO, BRAND COLORS, AND TYPOGRAPHY

BRAND GUIDELIN E

S

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Logo

SQUARE SOLID

ROUND EMBLEM LOGO

ROUND SYMETRICAL FOR PROFILE PICTURES

SQUARE TRANSPARENT

RECTANGLE TRANSPARENT ONE COLOR/BLACK & WHITE RECTANGLE

BLACK & WHITE ROUND

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Neutral Colors

Secondary Colors

Primary Colors

Color

Typography Special Titles

SUBHEADINGS

Thirsty Rough Blk 2

JOSEFIN SANS

A BC DE F G HIJK L M NOP Q RS T U V WX Y Z

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Headings

Body text

Abril Fatface Italic

Agenda One

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

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Solution Two SOCIAL MEDIA DEVELOP A SOCIAL MEDIA PLAN FOR FACEBOOK AND INSTAGRAM FOCUSING ON IMPROVING THE CONTENT AND QUALITY OF POSTS, GENERAL RECOMMENDATIONS & BEST PRACTICES FOR CUSTOMER ENGAGEMENT AND INCLUDE A POSTING CALENDAR

SAMPLE FACEBOOK AND INSTAGRAM POSTS ILLUSTRATING CONTENT CREATION TIPS

VISUAL AESTHETIC NATURE OF INSTAGRAM FEATURES RESTAURANT’S AMBIANCE & DECOR

HIGHLIGHT POPULAR DISHES

HIGHLIGHT LOCAL PARTNERSHIPS, VALUES & COMMITMENTS

ADOBE LIGHTROOM TO ENHANCE THE TEXTURE, LIGHT, AND COLOR

ENCOURAGE INTERACTION WITH AUDIENCE

USER GENERATED CONTENT

BEHIND THE SCENES LOOK OFFERS SPECIAL PROMOTIONS

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EDITING PHOTOS WITH LIGHTROOM WILL QUICKLY LEVEL-UP QUALITY

DON’T GO BACK AND FORTH ON THE POST, REMAIN PROFESSIONAL. OFFER A SINCERE APOLOGY AND THEN TAKE THE CONVERSATION TO A PRIVATE MESSAGE. DON’T IGNORE NEGATIVE FEEDBACK. RESPOND PROMPTLY, APOLOGIZE SINCERELY, AND TAKE THE CONVERSATION PRIVATE TO FIND A RESOLUTION.

The Chef’s Table Wintersville

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Social Media Plan

The image to the right is an example of an Instagram post. It appeals to the visual nature of instagram, highlighting the cozy atmosphere of the restaurant on a cold day. It also capitalizes on the cold weather to offer customers a special promotion if they come out

ng the right content and quality of any restaurant’s marketing plan. Havi Social media is an important part of d image. This Social Media Plan audience and cultivating a positive bran posts is essential for engaging the right ing content that will impact post is e will help ensure The Chef’s Tabl that ns estio sugg and s eline guid contains to grow their audience. their brand positively and help them

that day.

Specifics on Visual Content

n General Informatioyour Chef’s Table” or “The Chef’s name on social media accounts to “The

• It would be benificial to update to customers who are new to Table on Wheels” may be confusing Table Wintersville.” Use of “The Chef’s r will know that you started history. As your audience grows, fewe your restaurant and are unaware of your brand and circumvent your e on accounts now will help establish with a food truck. Changing the nam future confusion. would be ughout your accounts. This round logo • Use a consistent profile picture thro kit. your branding appropriate, or another round logo from mar and media accounts, try to use correct gram al soci your from ing post • In general when iate allev help ent your brand professionally and punctuation. This will allow you to pres posts. your ing naliz fi re ssary, use a spell checker befo potential misunderstandings. If nece

INTERACTIVE CONT ENT Encourage engagement wit h interactive content, suc h as polls, quizzes, and qu about their favorite menu estions. For example, ask items or solicit input for followers new dishes.

FEATURE SIGNATURE DISHES Showcase your restauran t’s most popular and uni que dishes. Use enticing make them visually appeal descriptions and vibrant ing. images to The two following images show examples of facebo ok content. The first sho engaging image that sho wcases the restaurant’s bre ws texture and depth. The ad in an caption highlights some to the community, to the of your values in your com environment, to custom mit ments ers , and to making good foo generated content, it hig d. The second utilizes use hlights some of The Chef’s rTab le’s inviting customers to eng most popular dishes, and age and share their favori it encourages interaction te dishes. by

n that Content Creatio creation and maintain consistency at you establish a standard for content

The following tips will help ultimately, your brand. ing your social media presence, and level. This is an important part of grow TIONS DAILY SPECIALS AND PROMO IPS RSH TNE PAR AL LOC T otions, GH prom HLI ials, HIG Regularly post about daily spec t part of visually te Crea rs.

Your local partnerships are an importan ome cust or discounts to attract casing those these ny mpa acco to The Chef’s Table’s Brand Identity. Show es imag or appealing graphics orce reinf only not will ia med al soci on partnerships announcements. ity, it will your commitment to the local commun of the STORYTELLING support and promote those members restaurant, the . feed your to ent cont Tell stories about the history of your g estin community, and add inter of your chef. y stor the or es, dish nd inspiration behi NT NTE CO ES CEN E-S er connection BEHIND-TH Personal narratives can create a deep your restaurant at look s cene he-s nd-t be done behi a also ring Offe with your audience. Storytelling can e images or s, pictures of shot s cene will help to humanize your brand. Shar he-s behind-t staff members, through images in . ners part short videos of chefs preparing dishes, ity mun com staff members and and the overall restaurant environment.

USER-GENERATED CONTENT g experiences VIDEO CONTENT Encourage customers to share their dinin t cooking erated -gen user st Incorporate video content, such as shor using a branded hashtag. Repo s of your with your ns actio inter tutorials, chef interviews, or virtual tour ine genu case as a sizzling dish content to show restaurant. Short video snippets, such brand. can help create or pouring of a drink are popular and CUSTOMER TESTIMONIALS an impression. testimonials.

Feature positive customer reviews or customer with hics RECIPE SNEAK PEEKS grap aling appe ing sneak peeks or Create visually case your show and t Tease upcoming menu items by shar trus build to es quotes and imag process. ing cook the of pses glim s cene he-s behind-t tation. ng your audience. restaurant’s repu Create anticipation and curiosity amo

Implementing The following guidelines will help ensure that you are producing consistent and high quality visual content on your social media pages .

BRANDING Maintain consistent branding in posts, including brand colors, fonts, and logo. Consistent branding helps create and reinforce a cohesive, recognizable look for your brand.

LIGHTING Use natural lighting whenever possible. Without good lighting, even the best camera will struggle to get the shot. Move your subject close to a window, or even take it outside to capitalize on natural lighting.

CAPTURE ACTION SHOTS Incorporate action shots of chefs cooking or staff interacting with customers. Action can shots add authenticity to your content.

USER-GENERATED CONTENT Encourage customers to share their photos and experiences. Reposting user-generated content not only provides a different perspective but also fosters a sense of community.

IMAGE QUALITY Use high-quality images to showcase your food, ambiance, and overall restaurant experience. Many smartphone cameras can take clear, vibrant photos.

Adobe Lightroom is a great tool that can help level up images of your food and make them look as good as they taste. Even small adjustments to the brightness, contrast, texture, or saturation can really bring a photo to life. In the following three sets of before and after

photos, the first photo was posted on The Chef’s Table’s Facebook page, and the after photo was edited in Adobe Lightroom. The original photos have good composition but appear a little flate and dull. Each photo took less then two minutes to upload and edit but the differences in contrast, tone, and texture give the photos more depth and make them look even more appetizing.

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3

Potentially Polarizing

Content

Responding to Negati ve

Feedback

REGARDING RELIG IOUS/POLITICAL PO STS, CONSIDER THE It is important for busine FOLLOWING: ss owners to consider the potential impact of religio restaurant’s brand and com us or political content on munity perception. Mainta the ining a respectful and neu advisable to ensure that tral online presence is gen the restaurant remains a erally welcoming space for a div Table wants to appeal to ers e customer base. If The a diverse audience, it’s imp Chef’s ortant to avoid content best to maintain separate that may alienate certain personal and business pag groups. It is es. Personal beliefs are bet the restaurant’s account ter left to personal accoun can focus on culinary exp ts and eriences and community engagement.

Customer service is import ant for any public-facing business. Even the best res customers from time to taurant will have unhapp time. Unfortunately, cus y tomers are more likely to experience than they are leave public feedback afte for a positive experience r a negative . Handling customer com social media requires a tho plaints and negative com ughtful and strategic app ments on roach to maintain a positiv these best practices will e online reputation. Follow help you navigate custom ing er complaints and negativ e reviews on social media like a pro.

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The following response acknowledges the customer’s disappointment, offers an apology, and encourages the conversation to continue privately to address specific details of the situation. It shows that you are committed to resolving customer’s issues and improving the customer experience.

The Chef’s Table Wintersville

RESPOND PROMPTLY that you value their feedback and are Addressing complaints promptly shows current and potential customers committed to resolving issues when they arise.

EMPATHIZE AND APOLOGIZE edge the customer’s experience and Begin your response with a genuine apology and express empathy. Acknowl caused. ience inconven any apologize for TAKE THE CONVERSATION OFFLINE , but then invite customers to React publicly first so customers will see that you took the concern seriously long public discussion and give avoid to help will This email. share in greater detail throuhg private message or image. brand’s your hurting that without heard be to customers the chance OFFER A SOLUTION replacement, or another Provide a clear and actionable solution to the problem. Whether it’s a refund, right. resolution, demonstrate your commitment to making things

The following alternative response acknowledges the customer’s issue and offers an apology. It then guides the customer to continue the conversation privately for a more personalized solution, validating the customer and signaling to other customers that you actively address concerns. Once offline, you can work to find a solution.

USE POSITIVE LANGUAGE e what you can do to address Frame responses in a positive light. Instead of saying what you can’t do, emphasiz the issue.

FOLLOW UP their satisfaction. A follow-up Once a resolution has been reached, follow up with the customer to ensure message shows commitment to ongoing customer service.

LEARN FROM FEEDBACK View complaints as opportunities for improvement. Use feedback to identify areas where your restaurant can enhance its services or address common concerns.

Posting Calendar

Finally, keeping a consistent posting schedule with help grow your audience and keep them engaged. Remember to use social media analytics to assess post performance and determine the best times for posting based on your audience’s activity. Here are a few final thoughts regarding your social media posting schedule: CONSISTENCY IS KEY Aim for consistency in your posting schedule. Whether it’s three times a week or every day, establishing a routine helps keep your audience engaged.

QUALITY OVER QUANTITY Prioritize quality content over posting frequency. It’s better to have fewer high-quality posts that resonate with your audience than numerous low-quality posts that may lead to disengagement.

Examples

INSTAGRAM

EXAMPLE 2 People will see the following review in contrast to the other positive reviews around it and understand that something must have been off that day. Promptly addressing this customer’s concerns may or may not have made a difference for this particular customer. When people are frustrated, validating their concerns can go a long way, and making an effort to make amends could be enough to cause a customer to give your restaurant another chance. But even if she was resolute in her decision not to come back, other potential customers would rather see a positive response than see this customer’s concerns being ignored.

STORY Do a series 7-15 7 highlighting local STORIES/ partners in the WEEK community.

Share a cooking tip from one of your signature dishes.

REEL Do a reel featuring 5-7 what the top menu REELS/ items of the WEEK previous week were FACEBOOK

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FEED 5-7 POSTS/ WEEK

Highlight a staff member.

FEED 3-5 Feature a new menu POSTS/ item.

WEEK INSTAGRAM

EXAMPLE 1 There does seem to be a history from a previous restaurant in the example to the right. It is understandable to feel defensive, but important to remember that this is a public forum. Most people would see this review and realize that it doesn’t represent the whole story. Your response will likely help them to determine in their minds what the rest of the story is.

KNOW YOUR AUDIENCE Pay attention to when your audience is most active. Use Facebook Insights to understand the peak times when Sunday Monday Tuesday Wednesday Thursday Friday your followers are online and adjust your posting schedule accordingly.

Highlight a behindFEED Announce a limitedShowcase a daily Share a fun fact or CONTENT VARIETY the-scenes photo or Provide a mix of content types, including images, videos, links, and text-based posts. Changing up your content 5-7 special with appealing Feature a community trivia about a popular Feature a new menu time offer or video showcasing keeps your feed interesting and caters to different audience preferences.

POSTS/ image and share how supplier or partner. discount available for menu item. Or an item. kitchen preparations.

WEEK the item came to be. the rest of the week. engaging poll.

ENGAGEMENT AND RESPONSE : Engage with your audience by responding to comments and messages promptly. This interaction contributes to a FEED sense of community and encourages ongoing engagement.

Post an image Annouce weekend 3-5 Feature a fan favorite featuring the specials or POSTS/ menu item.

A sample posting schedule is provided below. ambience. promotions.

WEEK FACEBOOK

We have included alternate responses for the following two negative reviews posted on your Facebook page.

It is important to remember that this interaction is public, and future customers will see it. People are generally understanding of the occasional poor review.

Sometimes things just don’t go as planned, and anyone who has ever worked with the public knows that you can’t make everyone happy all the time, and there are some people who you can never make happy any of the time. People know that things go wrong, but what’s important to most customers is how you handle it when they do, and even more directly, how you would handle it if it happened to them.

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STORY 7-15 STORIES/ WEEK

Do a series highlighting local partners in the community.

REEL 5-7 Time lapse of REELS/ preparation of a dish.

WEEK

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Conduct a poll through Stories.

Feature menu item.

Do a series taking a virtual tour of the restaurant

Collect Questions from followers and do a Q&A

Time Lapse Dish Preperation

"A Day at the Table" show snippets of an entire day, open to close.

Behind the scenes footage of staff preparing for the day

Behind the scenes footage of a chef preparing prepaa dish

Do a series of staff members favorite meals from The Chef's Table.

Chef's Challenge- staff picks ingredients, Chef creates a dish. Twist: The staff member that chose ingredients eats the dish

Photos of the interior, decor & ambiance

Ask a question through Stories.

Prepare a menu dish start to finish.

Share a photo of a Share a customer Announce a family or Share candid shots popular dish and review or testimonial Feature a community group special or from the week of encourage followers along with a thankcause. discount for group satisfied customers to share their you message. reservations. enjoying their meals. favorite menu item Behind the scenes photo of kitchen prep

Saturday

Feature a visually appealing dessert or drink item to entice customers.

Announce weekend specials or promotions

Share a cooking tip

Conduct a poll.

Feature menu item

Behind the scenes of what dinner looks like in the kitchen on a Saturday.

Caption this reel: make a fun video and ask followers to caption it.

Caption follow up: Feature the best suggestions from previous day.

Poll customers- find customers willing to answer a poll question on video

Solution Three MENU REDESIGN USE MENU ENGINEERING PRINCIPLES TO REDESIGN A THAT ALIGNS WITH BRANDING MENU WILL BE ORGANIZED, FUNTIONAL, AND VISUALLY APPEALING DESIGN A CATERING MENU

THE CHEF ’S TABLE

CATERING MENU

Customizeable packages. Contact us for a quote.

Appetizers

Wood-Fired Pizza

Gourmet Nachos

Hand-tossed pizza baked to smokey perfection in our portable wood-fire oven.

LOADED Fresh pico, cheese, and sauces

Classic Pizza

Handmade corn tortilla chips loaded with fresh toppings.

SUPER LOADED Fresh pico, cheese, sauces, and choice of pork, shrimp, or chicken

Wood Fired Hotdogs

Hotdogs smoked to perfection in our wood fired oven.

CHILI CHEESE DOG CHILI CHEESE AND SLAW DOG FLAMING JALEPENO CHEDDAR CHEETO

Subs

All subs are served on our fresh made artisan sub rolls.

Bourbon Chicken

Tender chicken in Chef ’s secret bourbon infused BBQ sauce topped with bourbon pickles and mango slaw.

Smoked Pulled Pork

Pulled pork in a tangy BBQ sauce topped with bourbon pickles and mango slaw.

5 CHEESE PEPPERONI SAUSAGE

Specialty Pizza

SMOKED BUFFALO CHICKEN Tender chicken in buffalo sauce. Topped with cheese, diced peppers, and onions.

BOURBON CHICKEN AND PINEAPPLE PIZZA Tender chicken in Chef ’s Secret Bourbon-Infused BBQ sauce. Topped with cheese and sweet pineapple chunks.

PULLED PORK AND PINEAPPLE PIZZA Tender, slow-roasted pulled pork in a zesty BBQ sauce, topped with cheese and sweet pineapple chunks.

Southern Steam Pot

This southern classic is more than just a hearty meal, it’s a communal experience. Steam Pots include: Lobster, Crab, Clams, Mussels, Hot Italian Sausage, and Corn on the Cob

Sausage

Sweet Italian Sausage slow cooked in house marinara and topped with sauteed onions and bell peppers.

Plates

Soups, Sides & Extras

Soups

Soups are served in a hot fresh bread bowl.

LOBSTER & CRAB WHITE CHILI COWBOY CHILI IN A HOT BREAD BOWL

Sides

COLE SLAW MANGO SLAW SOUTHERN FRIED DIRTY RICE BOURBON PORK AND BEANS

Extras STUFFED SWEET POTATO With Baked Beans, Slaw, and a choice of Pulled Pork or Bourbon Chicken FIVE CHEESE MAC & CHEESE Meatless or with your choice of pork or chicken.

PEPPERONI ROLL Made from scratch with pepperoni and cheese.

Bourbon Chicken

Tender chicken pieces slow roasted in Chef ’s Secret bourbon-infused BBQ sauce. Served with Dirty Rice and a side of Mango Slaw.

THE CHEF’S TABLE

Pulled Pork

Tender, slow-roasted pulled pork in a zesty BBQ sauce.

Served with rice and a side of Mango Slaw.

WINTERSVILLE, OH OPEN 6AM-9PM DAILY

Smoked Shrimp

Smoky Jumbo Shrimp served over rice with a side of Mango Slaw.

Pasta

Pasta Bread Bowl

Choice of pasta with our house made marinara, topped with fresh parmesan and served in our fresh baked bread bowl.

Shrimp Alfredo Bowl

Fettuccine and shrimp tossed in our creamy alfredo sauce and served in our fresh bread bowl.

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Chef ’s Table

S tarters

Farmhouse Table

Roast Beef Dinner Tender roast beef serv ed with mashed potatoes and corn. 14

Appetizers Seafood & Lobster Bruschetta Lobster, shrimp, and crab on a bed of toasted baguette slices.

Topped with a tomatoes, garlic, and fresh herbs. 14

Hush Puppies Golden-fried cornmeal bites, crispy on the outside, fluffy on the inside. Served with zesty dipping sauce. 7

Shrimp, Crab & Lobster Cakes Crispy shrimp, crab, and lobster cakes, seasoned and served with zesty dipping sauce. 14

Fresh Pico Bruschetta Diced tomatoes, onions, cilantro, and jalapeños piled on crisp baguette slices. 9

Loaded Pulled Pork Fries Tender pulled pork barbecue, melted cheddar, and sour cream served over crispy golden french fries. 12

Hand-Breaded Chicken Tenders Juicy, bite-sized chicken tenders, breaded and fried to perfection.

Served with your choice of dipping. 9

Spicy Chipotle Chicken Fries Crispy fries, loaded with seasoned grilled chicken, jalapenos, and chipotle sauce. Topped with cheese, cilantro, and diced tomatoes. 12

Deep Fried Pickles Crispy dill pickle spears coated in batter and fried to a golden perfection. Served with a side of dipping sauce. 8

Fried Pita & Homemade Pico Dip Crispy golden pita wedges served with our flavoful pico de gallo. 10 Truffle Mac & Cheese Bites Irresistible bites of creamy macaroni and cheese infused with truffle oil, coated in a golden crispy crust. 9

Cheese Sticks Melted mozzarella cheese enveloped in a golden, seasoned crust. Served with homemade marinara. 7 Loaded Chili & Cheese Fries Golden fries smothered in chili, topped with melted cheddar, with a dollop of sour cream. 11

Nachos Shrimp, Crab & Lobster Nachos Luscious shrimp, crab, and lobster atop a bed of freshly made tortilla chips, smothered in melted cheese, diced tomatoes, and green onions. 14

Salad

All salads are served with homemade rolls.

Garden Veggie Salad atoes, A fresh medley of crisp mixed greens, cherry tom cucumber, bell peppers, and red onion. 5 The Chef ’s Summertime Salad Juicy watermelon cubes, feta cheese, and candied pecans, on greens, with a citrus vinaigrette. 8

Jalapeno Chipotle Nachos Spicy grilled chicken, jalapeños, and chipotle sauce piled on crispy freshly made tortilla chips, topped with melted cheese, sour cream, and fresh cilantro. 14

Chipotle Buffalo Chicken Salad s, Spicy grilled chicken with mixed greens, tomatoe onion, and corn, in a chipotle buffalo sauce. 12

Loaded Nachos A mountain of crispy, freshly made tortilla chips piled high with seasoned ground beef, melted cheese, black beans, diced tomatoes, jalapeños, and a dollop of sour cream. 10

Fresh Herb Flavored Sauteed Shrimp Salad s, Sautéed shrimp with fresh herbs on greens, tomatoe and cucumber. Served with a citrus vinaigrette. 14

Pulled Pork Nachos Tender pulled pork on crispy tortilla chips. Topped with cheese, tomatoes, green onions, and tangy barbecue sauce. 14

Chef ’s Salad , and Ham, turkey, Swiss and cheddar, hard-boiled eggs 12 e. grett mixed greens. Tossed in house-made vinai

Soup Soup of the Day Cup 4 // Bowl 6 Seafood Soup Cup 6 // Bowl 8

Steak Salad Tender grilled steak atop a bed of mixed greens, 14 tomatoes, red onion, and crumbled blue cheese.

Lobster, Shrimp & Crab Salad s and Lobster, shrimp, and crab on greens with tomatoe avocado in a creamy remoulade dressing. 14

Grilled Chicken Cobb Salad ado, Grilled chicken on mixed greens, with bacon, avoc tomatoes, blue cheese, and hard-boiled eggs. 12

DRESSING ch, Buttermilk Ranch, Creamy Bleu Cheese, Tangy Fren Creamy Remoulade, Citrus Vinaigrette

Stuffed Pork Chops Pork chops seasoned , stuffed, served with mashed potatoes and corn. 14 Meatloaf Dinner Two flavorful slices of meatloaf served with mashed potatoes and corn. 12 Open Face Turkey Sa ndwich Tender turkey over fre sh bread, topped with gravy. Served wi th mashed potatoes.

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Cabbage Rolls Three stuffed cabbag e rolls in tomatoes served with mashed potatoes. 12 Hamburger Steak Tender sirloin steak in sauce served with mashed potatoes. 12 Creamy Chicken Bow l Tender chunks of seas oned chicken and fresh vegetables on a bed of fluffy rice, topped with a rich an d creamy sauce. 12 Stuffed Pepper Bow l Green bell peppers, se asoned ground beef, homestyle tom ato sauce in a bed of rice. 12

Plated Dinners

Plated dinners are serv ed with two sides of your ch oice.

STEAK Strip Steak 16 Ribeye Steak 16 Filet Mignon 18 Stuffed Filet with Cr ab 24 Add Shrimp to your St eak Dinner for $6 Bacon Wrapped Stuf fed Chicken 14 Grilled Chicken Dinn er

12 Super Stuffed Potato 12 Baked potato with yo ur choice of Pulled Pork, Chicken , or Shrimp. Covered in ch eese and served with sour crea m.

Sides Home Fries 3 Onion Rings 4 Baked Potato 3 Seasonal Veggies 3 Five Cheese Mac & Ch eese 4

The BBQ Pit Bourbon Chicken Tender chicken in a bo urbon-infused sauce with dirty rice & deep fried corn on the cob. 14 BBQ Shrimp & Rice Bo wl Juicy shrimp coated in smoky barbecue sauce, served on a be d of fluffy rice. 14 Pulled Pork Stuffed Sweet Potato Pulled pork BBQ piled on a baked sweet potato. 12 Pulled Pork Sandwich 11 Pulled pork and bour bon pickles in a tangy BBQ on a soft bun. Se rved with mango slaw and fries.

BBQ Pork Chop Juicy grilled pork chop basted with our signature BBQ sauce.

Served with mango slaw and fries. 14

Chef ’s Buffet

ALL YOU CAN EA T BUFFET 13.99 Enjoy an endless feas t of culinary delights featuring th e chef ’s daily specials in an array of options.

Buffet includes beve rage of your choice and refills.

ADD ICE CREAM BAR 4.99

Taste of Italy

Served with tossed sa

lad & garlic bread.

Spaghetti and Meatb alls Tossed in our homem ade marinara with two large meatballs an d freshly grated Parmesan cheese. 12 Gnocchi Bowl with He rb Garlic Oil Soft and pillowy pota to gnocchi bathed in a flavorful herb-infuse d garlic oil. 12 Large Meatball Sub & Fries Homemade meatball s smothered in marinara, topped with melted cheese, served on a fresh bake d sub. 12 Meatball Salad Bow l Peppers & Onions Succulent meatballs on crisp greens with sautéed peppers and onions. Tossed in a zesty vinaigrette. 12 Large Meatball Sub & Fries Homemade meatball s in marinara sauce, topped with melted cheese, served on a freshly baked sub roll.

12 Stuffed Shells Jumbo shells filled wi th ricotta, mozzarella , and Parmesan, baked and smothered in savory marinara. 12 Lasagna Layers of pasta , mea t sauce, creamy béchamel, and a blen d of cheeses. 14 Chicken Alfredo Tender grilled chicken breast served over a bed of fettuccine, co ated in a velvety Alfredo sauce. 14

Signature burgers served with fries.

Chef’s Burger , Grilled beef patty with lettuce, tomato onion, chef’s sauce & pepper jack. 13 Surf-N-Turf Burger Experience ed A jumbo grilled shrimp on top of a grill burger and topped with pepper jack . 16 cheese, chef’s sauce, and mango slaw Cowboy Burger , Topped with pulled pork, mango slaw & ce sau bourbon pickles, bacon, chef’s pepper jack and two onion rings. 13 Spicy Jalapeño Burger peños, Grilled burger infused with spicy Jala y spic sauteed onions, chipotle peppers, chef’s sauce & pepper jack cheese. 13 Mushroom swiss burger h Flamed grilled beef patty heaped wit swiss grilled mushrooms & onion, premium cheese & our secret chef’s sauce. 13 Jalapeño Spicy Mac & Cheese Burger & Topped with homemade mac & cheese on Jalapeños and our chef’s secret chil, bac 13 ce. sau bites, Jalapeños & chef’s secret

Chef ’s Favorites

Burgers served with fries.

Chili Cheeseburger Juicy patty smothered in chili cheddar and sauteed onions. 13 Double Bacon Ranch Burger Two beef patties topped with bacon, cheddar cheese, and drizzled with creamy ranch. 13 Pineapple Teriyaki BBQ Burger Glazed in pineapple teriyaki BBQ, with grilled pineapple, melted Swiss, and bacon. 13 Breakfast Burger Beef patty topped with crispy bacon, a fried egg, and melted American Cheese. 13 Pineapple Jalepeno Burger Beef patty with grilled pineapple, jalapeños, melted pepper jack, and a zesty aioli. 13 Ham, Turkey, Swiss Burger A grilled beef patty piled with hot ham, succulent turkey, and melted Swiss cheese. 13

Shrimp Fajita & Fries Steak Fajita & Fries Chicken Fajita & Fries bell peppers Succulent shrimp with Grilled chicken, peppers, Juicy grilled, . . Served with bell peppers and onions and onions. Served with and onions 14 s. frie With tortillas and tortillas and fries. 12 tortillas and fries. 12

Handhelds

py fries.

Served with a generous portion of cris Club Sandwich Turkey, bacon, ham, lettuce, and tomatoes and mayo. 12 Turkey Reuben Turkey, Swiss, and cole slaw, piled on grilled rye. 12

Reuben Melt Pastrami, Swiss, sauerkraut, and Thousand Island on rye. 12 Meat Loaf Sandwich Homemade meatloaf between slices of fresh bread. 11

From the Nest

Served with crispy fries.

Cowboy Crispy Chicken Sandwich k, Crispy chicken topped with pulled por mango slaw, bourbon pickles, bacon, chef’s sauce & pepper jack and two onion rings. 13 Flaming Nashville Chicken Sandwich , Crispy chicken with jalapeño, chipotle bourbon pickles and pepper jack. 13 ich Spicy Mac & Cheese Chicken Sandw ese che vefi Chicken patty topped with mac & cheese, jalapeños, chef’s secret chili, bacon bites, & jalapeño chipotle sauce. 13 Crispy Parmesan Chicken Sandwich Crispy chicken patty topped with an parmesan cheese and homemade Itali sauce. 13 Bourbon Chicken Sub Chicken breast in our bourbon sauce, go topped with bourbon pickles & man . 11 roll sub d slaw. Served on a fresh-bake

�eakfast All Day

e r o M & s r e g r u B

Signature Burgers

Chef ’s Burgers

Classic BLT Bacon, lettuce, and tomatoes between toasted bread. 9 Philly Cheesesteak Grilled ribeye and melted provolone, on a hoagie. 12

From the Sea

Hand-Breaded Fish Sandwich lettuce Breaded fish fillet on a soft bun with slaw. 12 and tartar sauce. Served with fries &

Shrimp Po’ Boy t baguette.

Golden-fried shrimp nestled in a sof h fries. 12 Topped with mango slaw, served wit Seafood Plate h fries Shrimp and hand breaded fried fish wit and slaw. 18 Catfish Plate with Fries & Slaw . 16 Battered fried catfish with fries and slaw

Peach Glazed Salmon Salmon fillet glazed with sweet peach y cashews. reduction and encrusted with crunch Served over Curtis-infused rice. 18 Garlic Herb Shrimp Plate ic and Succulent shrimp, seasoned with garl . 18 aromatic herbs. Served with fries & slaw Stuffed Flounder ad Flaky flounder fillet filled with crab, bre . 18 slaw & s crumbs, and herbs. Served with frie

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Omelets

Breakfast Sandwiches

Served with home fries & a fresh buttermilk biscu

it

Western Omelete Diced ham, peppers, onions, and melted cheddar cheese, folded into a fluffy three-egg omelete. 10 Ham & Cheese Omelete Three-egg omelet filled with diced ham and gooe y melted cheese. 9 Bacon & Cheese Omelete Three-egg omelet generously filled with crispy baco n pieces and melted cheese. 9 Sausage & Cheese Omelete Three-egg omelet filled with savory sausage crum bles and gooey melted cheese. 8 Vegetable Omelete Three-egg omelet with diced tomatoes, bell pepp ers, onions, and spinach. 9 Feta, Tomato & Spinach Omelete Three-egg omelette filled with vibrant diced tom atoes, fresh spinach leaves, and crumbled feta cheese. 10 Meat Lovers Omelete Three-egg omelet packed with a hearty trio of baco n, sausage, and diced ham. 11 Corn Beef & Swiss Omelete Three-egg omelet, featuring tender corned beef and melted Swiss cheese. 11 Pulled Pork Omelete Three-egg omelet generously filled with savory pulle d pork BBQ. 10

Served with Home Fries

Loaded Breakfast Sandwich 14 Ham, Turkey, Bacon, Egg & Cheese Ham, Turkey, Egg, Cheese, Sandwich 12

Hot Cakes & French Toast

Egg & Cheese on Grilled Texas Toast 10

HOT CAKES Platter (Three Hot Cakes) 7 Short Stack (Two Hot Cakes) 6 Single Stack (One Hot Cake) 3

Hot Ham & Cheese Sandwich with Egg 11

Breakfast BLT with Egg, Cheese 11

Breakfast Hot Italian Sausage Hoagie 12

The Chef ’s Breakfast Burger 11

French Toast on Homemade Bread 7 Deluxe Toppings - add 2 * Strawberry * Chocolate Chip * * Blueberry *

Egg & Cheese on a Biscuit 8 Egg, Cheese & Ham on a Biscuit 9 Egg, Cheese & Bacon on a Biscuit 9 Egg, Cheese & Sausage on a Biscuit 9 Kielbasa and Egg Hoagie 12

Breakfast Platters

Platters served with Home Fries & Biscuit Garlic Parmesan Steak & Eggs 18 Steak & Eggs 15 Two Eggs with Bacon 8 Two Eggs with Sausage 8 Two Eggs with Ham 8 Two Eggs with Kielbasa 9 Chicken Fried Steak & Gravy 11 Biscuit & Gravy Platter 8 Breakfast Burritos Platter 11

Farmer’s Special Bowl 11 Potatoes, Bacon, Sausage, Cheese & Sausage Gravy Italian Breakfast Platter 11 Two Eggs with Hot Italian Sausage, Peppers & Onions Big Deluxe Platter 14 Home Fries, Sausage Gravy, Biscuit, Two Eggs, Bacon, Ham, Sausage, Large Pancake & French Toast

Results A strong visual identity and a professional, polished look will increase local business and attract new customers from an expanded service area. This will lead to legitimizing The Chef’s Table as a highercaliber restaurant with a strong presence in the community.

The social media plan will increase The Chef’s Table’s brand awareness and drive business. It will further improve the restaurant’s brand image and allow customers to build a deeper connection with the brand, increasing customer loyalty.

This plan is expected to increase The Chef’s Table’s social media engageemnt and following by 15%-20% withing six months.

A more easily navigatable menu is expected to cause a decrease in order time. The use of menu engineering on this redesigned branded menu is expeceted to to increase profits through guided decisions and upselling. Promoting the catering services will strengthen the business and allow them to expand.

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Conclusion

The Chef’s Table has a history of food innovation and producing high-quality dishes in a welcoming atmosphere for a great price. Their business has evolved quickly with some significant changes in the past year, causing identity confusion. The plans laid out in this case study will help them to solidify who they are, which will help them reorient, strengthen their position, and move confidently into the future.

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