Raising Cane's: One Love, One Community

PRESENTED BY RAISING CREATIVES - THE UNIVERSITY OF TEXAS AT ARLINGTON

Raising Canes: One Love, One Community Campaign

Presented to: Ms. Jennifer Anderson, Vice President of Marketing Raising Cane’s

Prepared by: Elizabeth Morales, Kim Nguyen, Christopher Orta, Jessica Combs, Ashley Bennett, Robert Hayes, Seongho Kim, Jonathan Love, Claudia Sitiriche Raising Creatives

May 06, 2015

LETTER OF TRANSMITTAL May 6, 2015 Jennifer Anderson, Vice President of Marketing Raising Cane’s 6800 Bishop Rd Plano, Texas 75024 Dear Ms. Anderson, Raising Creatives is pleased to submit for your consideration the enclosed proposal in response to the new and emerging markets roll out of your Raising Cane’s brand and locations. Our proposal will provide you with a detailed overview on how to address the competition and our strategy to roll out Raising Cane’s in new and emerging markets without compromising the brand’s values and identity.

We look forward to hearing from you and answering any questions that you may have. Please feel free to contact me at (214) 385-5959 or by email at elizabeth.morales@mavs.uta.edu.

Sincerely,

Elizabeth B. Morales Account Supervisor Encl.

EXECUTIVE SUMMARY Fast food is one of today’s fastest growing markets. The fried chicken industry has been around for years, but fresh, never frozen chicken is fairly new and popular. It has long been a dream of founder, Todd Graves to be able to serve a simple chicken meal in a new and fresh way. Raising Cane’s restaurants, make that dream a reality.

Today over 215 locations are found across the US, and the QSR industry is estimated to yield over 160 billion dollars per year. (“Fast Food Industry Analysis 2015: Cost and Trends,” 2015) Eight in 10 Americans report eating fast food at least monthly, with almost half eating fast food at least weekly.

(Dugan, 2013) Research provided by Raising Cane’s shows 16-34 year olds as the core consumers driving up their share gains. This age group is known as Generation Y (Millennials) and Generation Z and which is the focus of our campaign.

According to our research Gen Y and Gen Z are free spirited generations that value happiness, passion, diversity, sharing, and discovery. (CEB: Iconoculture Consumer Insights, 2013) Gen Y and Gen Z find true value in the experiences they co-create with the brand. These generations see beyond just a brand label and their bottom line; they care more about the brand’s purpose and philanthropic efforts. They are digital savvy generations with entrepreneurial aspirations. (Huspeni, 2013)They are also more conscious of what goes into their food and how it is prepared. (“Fast Food Industry Analysis 2015: Cost and Trends,” 2015) Raising Cane’s provides a simple menu dedicated to their fresh, never frozen chicken finger meals.

The Perfect Box is what Raising Cane’s is most commonly known for which includes 4 chicken fingers, fries, coleslaw, 1 Cane’s sauce, Texas Toast, and a regular drink. In addition, Raising Cane’s menu also

1

TABLE OF CONTENT

includes a 3 Finger Combo, The Caniac Combo, The Sandwich Combo, and a kid’s meal. This makes the menu very minimal, yet very specialized and perfected to meet everyone’s appetite and budget.

Raising Cane’s is individualistic and fresh, and we at Raising Creatives have embraced that quality by offering design options to their consumers. Our team has embraced the spirit of Raising Cane’s and incorporated it into a campaign we like to call “One Love, One Community.”

Our implementation plan will be carried out in three phases, the pre-launch, launch, and branded. These three phases will span over the course of 12 months and will primarily focus on OOH, digital, promotions, and events in an effort to build love for Raising Cane’s food, love for the brand’s purpose, and to forge positive, lasting relationships between Raising Cane’s and the community it serves.

01

EXECUTIVE SUMMARY

02

CLIENT CHALLENGE

07

RESEARCH

08

INSIGHTS

29

SWOT

30

MARKETING OBJECTIVES & MIX

33

CAMPAIGN OBJECTIVES & STRATEGIES

37

CREATIVE: ADVERTISING / IMC

76

MEDIA PLAN / BUDGET

83

EVALUATION / TESTING

CLIENT CHALLENGE To create a brand intro. campaign that will increase brand awareness and increase restaurant sales by driving traffic through trial and repeat visits in new and emerging markets.

“One Love, One Community” not only encapsulates what Raising Cane’s stands for, but based on our research, it will resonate among our targeted audience.

2

CURRENT USERS Raising Cane’s user base over the period of October thru December 2013, declined from a prior years bump. However, in recent months Raising Cane’s has managed to sustain its prior year user base level while McDonald’s has declined. Cane’s customers visited more often in December.

Heavy QSR users are more important to Cane’s as past month users stepped up their frequency while past 3-month usage contracted. Moderate/Light QSR users pulled back somewhat, with both December usage and frequency slightly down, driving lower Cane’s share with moderate light users. Women contributed somewhat more to Cane’s share increase, with frequency up. Male share sustained. 16-34 year olds increased their December frequency, diving overall share gain, while fewer 35-64 year olds were past months Cane’s customers.

SEASONALITY High Season for Raising Cane’s is in the Fall. This rise in sales is attributed to the correlation of football season and the purchase of Raising Cane’s Chicken Finger Tailgate platters.

Low season tends to be during the summer months due to school not being in session or lower enrollment. January is also considered a low sales month, this is attributed to less expendable income due to expenditures during the holiday season.

AUG

SEP

OCT

NOV

DEC

3

JAN

FEB

MAR

APR

MAY

JUN

JUL

GEOGRAPHICAL EMPHASIS According to the Raising Cane’s website, the first Raising Cane’s restaurant, also known as “The Mothership” was opened in Baton Rouge, Louisiana. Today, there are over 200 Raising Cane’s restaurants located in 17 states. Texas has the most Raising Cane’s restaurants with 71 units, while Louisiana comes in at 2nd with 62 units. A portion of their restaurant units are located in or near a college community allowing it to draw a large percentage of sales from the student population.

RASING CANE’S STORE IN EACH STATE TX

LA

OK

OH

NV

MS

KY

AZ

NE

MO

VA

MN

SC

AL

CO

GA

MA

71

62

15

13

9

8

8

7

6

5

3

2

2

2

1

1

1

4

Total: 216 stores

COMPETITIVE SALES NUMBER OF STORES (2013) WINGSTOP

593

ZAXBY’S

596 1,775

CHICK-FIL-A RAISING CANE’S

181 500

1000

1500

2000

AVERAGE SALES PER STORE (millions) AVG. SALES PER STORE

WINGSTOP

540.2

0.97

ZAXBY’S

1,073.4

1.8

CHICK-FIL-A

5,052.6

2.8

370.0

2.1

RAISING CANE’S

OVERALL SALES

5% 8% 72%

5

15%

COMPETITION RANK

QUALITY FOOD

HEALTHY FOOD

FAST SERVICE

FRIENDLY SERVICE

VALUE

ATMOSPHERE

CLEANLINESS

Raising Cane’s

Chick-fil-A

Raising Cane’s

Chick-fil-A

Chick-fil-A

Chick-fil-A

Chick-fil-A

77%

53%

73%

79%

49%

62%

74%

Chick-fil-A

El Pollo Loco

Chick-fil-A

Raising Cane’s

Raising Cane’s

Raising Cane’s

Raising Cane’s

75%

43%

66%

59%

43%

55%

73%

Zaxby’s

Zaxby’s

Zaxby’s

Zaxby’s

Zaxby’s

Zaxby’s

Zaxby’s

62%

39%

47%

58%

42%

51%

59%

Wingstop

Boston Market

Bojangles’

Bojangles’

Wingstop

Bojangles’

Wingstop

60%

36%

47%

52%

40%

40%

50%

Bojangles’

Wingstop

Wingstop

Wingstop

Bojangles’

Buffalo Wild Wings

Bojangles’

53%

23%

41%

50%

40%

40%

50%

El Pollo Loco

Bojangles’

El Pollo Loco

Buffalo Wild Wings

El Pollo Loco

Wingstop

Buffalo Wild Wings

52%

22%

40%

48%

37%

36%

48%

Boston Market

Buffalo Wild Wings

Boston Market

El Pollo Loco

Boston Market

El Pollo Loco

El Pollo Loco

48%

20%

39%

46%

36%

32%

42%

Popeye’s

Raising Cane’s

Popeye’s

Boston Market

Church’s Chicken

Popeye’s

Boston Market

44%

18%

36%

42%

33%

29%

39%

Buffalo Wild Wings

KFC

Buffalo Wild Wings

KFC

Popeye’s

Boston Market

Popeye’s

42%

15%

33%

38%

30%

27%

35%

Church’s Chicken

Church’s Chicken

KFC

Popeye’s

KFC

KFC

KFC

38%

15%

33%

37%

28%

22%

29%

KFC

Popeye’s

Church’s Chicken

Church’s Chicken

Buffalo Wild Wings

Church’s Chicken

Church’s Chicken

35%

14%

31%

35%

27%

22%

26%

Raising Cane’s leads the category in quality of food (77%) and fast service (73%). Some areas for improvement based on this survey are friendly service, value, atmosphere, and cleanliness. All areas in which Chick-fil-A came in first place.

6

RESEARCH

METHODS OBJECTIVES

Find out ...

1. Who are Raising Cane’s main competitors?

2. How are competitors using digital and mobile technology?

3. What are the demographics for Millennials (Gen Y) and Gen Z? 4. What food trends are popular among Millennials and Gen Z? 5. What influences Millennials and Gen Z’s purchase decisions?

6. What wins over Millennials and Gen Z’s brand loyalty?

7. What social media platforms are popular among Millennials and Gen Z?

Secondary research was our primary source of information. Facts and quantitative data were gathered from reliable sources such as: National Restaurant Association, QSR Magazine, QSR Web, Forbes, Marketforce.Com, Adweek, and the individual competitor websites.

We wanted to understand how to turn our target audience composed of millennials and Gen Z’s in our new and emerging markets into loyal Caniacs. We found out where, when and how to reach them in the most relevant and exciting way.

SUMMARY OF FINDINGS Based on our research we found that Raising Cane’s primary competitors based on consumer preference are Chick-fil-A, Zaxby’s, and Wingstop. Chick-fil-A leads the way in competition for Raising Cane’s as the two battle for the number one spot among consumer preference. Chick-fil-A utilizes Facebook, Twitter and YouTube and launched mobile pay in 2014. Zaxby’s uses Twitter, Facebook, Instagram and provides online ordering. Wingstop incorporates Facebook, Twitter, Pinterest and Instagram as their social media platforms and has online ordering capabilities as well.

The primary target audience composed of people between the ages of 16-34, otherwise referred to Gen Y (Millennials) and Gen Z considers happiness, passion, diversity, sharing, and discovery as their strongest values. They care more about sustainability and transparency than older generations. Instead of recognizing a brand by a name or logo, they find true value in the experiences they cocreate with a brand. Millennials and Gen Z are looking for new and more engaging social media platforms in which they can interact with the brand in real time. Engaging and convenient mobile and digital is key to this tech savvy generations. Among this audience mobile pay will be the preferred method of payment by 2017.

7

INSIGHTS 8

TA AGES 18 - 34

MILLENNIALZ

Y: 76.6 MILLION POPULATION GEN GEN Z: 61.7 MILLION *

BO

OM

7

M 9.9

NT SILE - - 3

20.1%

GEN

G

GENZ

M - - 61.8 Z-N E G 76.6 M --Y EN - - - 54 M X5.6 M

% MILLENNIALS

24.9%

9

Gen Y and Gen Z make up about 45% of the U.S. population, that’s roughly 138.4 million people under the age of 34. These generations are racially diverse with approximately 59.8% identifying as white and 40.2% identifying with another race. These percentages are likely to fluctuate over time as Gen Z is becoming more racially diverse and identify with more than one race, due to an increase in multiracial marriages.

Sources: (2014) Inside the Millennial Mind: The Do’s & Don’ts of Marketing to this Powerful Generation, Forbes; (2014) Inside the Millennial Mind, CEB Iconoculture Consumer Insights

10

CONSUMPTION PATTERNS GEN Y & GEN Z GEN Y & GEN Z

PURCHASE DECISIONS

Millennials are focused on amassing life experiences rather than tangible objects, forgoing large financial commitments in order to pay down debt and increase their savings. This shift in spending priorities will define their generation for decades to come.

37% GET FRIEND’S OPINIONS

36%

17%

GET PARENTS OPINIONS

GET ONLINE EXPERT’S OPINIONS

11

BRANDED CONTENT

ON SOCIAL SITES WORKS FOR MILLENNIALS IF IT IS....

58%

53%

51%

48%

47%

46%

46%

BRIEF

ENTERTAINING

FUNNY

FRESH/NEW

UNIQUE

INFORMATIVE

RELEVANT

Almost half of all millennials agree that branded content on social media works for them if the content is brief, entertaining, funny, fresh/new, unique, informative/educational and relevant to who they are. Brief content was the top concern among millennials with 58% preferring their branded content brief. On the other end of the spectrum, 46% of millennials prefer their branded content to be relevant to who they are.

Sources: (2014) Inside the Millennial Mind: The Do’s & Don’ts of Marketing to this Powerful Generation, Forbes; (2014) Inside the Millennial Mind, CEB Iconoculture Consumer Insights

12

GEN Y

GEN Z

77%

60%

PREFER A COOL EXPERIENCE

PREFER A COOL PRODUCT

Reaching Y & Z HOW THEY PREFER TO BE CONTACTED...

EMAIL

33%

29% SOCIAL MEDIA

34%

43%

Y

16%

ONLINE ADS

28%

16%

DIRECT MAIL

13%

OUTDOOR ADS

14%

9%

13

Z

60% of Generation Z would prefer a cool product while 77% Generation Y would prefer a cool experience.

When reaching both generation Y and Z, email and social media are the most preferred methods of contact.

However, 43% of generation Y prefer email versus only 33% of generation Z. 34% of Generation Z prefers contact through social media while only 29% of generation Y prefer social media. Both groups ranked outdoor ads as their least preferred method of contact.

When it comes to the content of the ad itself, Generation Y prefers ads that create emotion while generation Z desires ads with celebrities or athletes.

Sources: (2014) The Huffington Post, ‘Contrasting Generation Y and Z� 2014

14

Return on Investment

20%

92%

PREFER DIRECT MAIL FOR MAKING PURCHASE DECISIONS

65%

PURCHASE AS A RESULT OF DIRECT MAIL

40%

CONSUMERS WHO RECEIVE DIRECT MAIL INTERACT WITH THE SENDER

13:1

WHEN USED AS PART OF AN INTERGRATED CAMPAIGN

WHEN USED BY ITSELF

Response Rate EMAIL

0.12%

DIRECT MAIL

3-6%

Combining direct mail with digital advertising, yields a higher response rate than digital alone by 15

25%

Is direct mail still relevant? 20% of direct mail pieces yield a return on investment when used as part of an integrated campaign.

Direct mail receives a 3-6% response rate versus email which only receives .12%. 40% of consumers who receive direct mail interact with the sender.

When it comes to making purchasing decisions, 92% of people surveyed prefer direct mail. 65% of consumers have made a purchase as a result of direct mail. Combing direct mail with digital advertising yields a higher response rate than digital alone.

Sources: (2014) Harvard Business Review, “Why Email Marketing is King�2012

16

SOCIAL MEDIA OF MILLENNIALS

91% FACEBOOK 73% INSTAGRAM

37%

56% SNAPCHAT

GET FRIEND’S OPINIONS

44% TWITTER

36% 31% TUMBLR

GET PARENTS OPINIONS

23% PINTEREST

17% GET ONLINE EXPERTS OPINIONS

15% VINE

17

GEN Z FACEBOOK

14%

INSTAGRAM

32%

SNAPCHAT

13%

TWITTER

24%

TUMBLR

4%

PINTEREST

2%

VINE

8%

Tech devices are very important to millennials and how they consume their social media. 87% of millennials use between 2 and 3 tech devices per day and 81% have a smartphone. 39% will purchase a tablet in the next 5 years and 30% will buy a wearable device in that same time. 49% of millennials own a television.

Among the most widely used social media sites, Facebook, Instagram and Snapchat are the most used among millennials who are making a purchasing decision, with 91%, 73% and 56% of millennial users, respectively. On the lower end of that list, 23% of millennials use Pinterest and 15% use Vine to make purchasing decisions.

Gen-Z users are leaning more towards Instagram and Twitter for their social media. Facebook drops down to 14% while Instagram continues to grow. These numbers continue to grow as the generation grows older and older.

Source: Business Horizons, “Social media: The new hybrid element of the promotion mix” 2014 Social Media Update 2014: Demographics of Key Social Networking Platforms Teens & Social: What’s the Latest? MarketingCharts

18

THE IMPACT O F ON LIN E OR DER IN G 45

42.5 TAKE - O U T

45

40 35 30

40

32 . 3 IN C REAS ED VOLUM E & I MP ROVED SERVI CE

30

25 20

2 9 .1 I N C REASE D VOLUME

35

2 8.5 D E L IVERY

25 14 .2 CATER ING

20

15

15

10

10

5

5

0

0

Percen t o f Restaurants With I ncreased O rd er Frequen cy

2 6 . 8 I MP ROVE D SERV I C E

Perc e nt of R estaurant s R eport i ng an I n crea s e i n S ales

Online Ordering Use By Restaurant Type Among food service segments, fast casual and fast food are the most common restaurant types to receive online orders Upscale Casual 16.5 % Fine Dining 18 %

Family 22 % Fast Food 26 %

19

Fast Casual 37.5 %

Casual 29 %

45

4 2 . 5 TA KE - O U T

45 40

40 35

35

28.5 DE L IVERY

30

30 25 20

29 .1 I N C REASE D VO LU M E

25

14. 2 CATERING

20

15

15

10

10

5

5

0

0

Percent o f R estaura n t s Wit h Increa s ed Ord er Freq uency

3 2 . 3 I N C R EASE D VO LU M E & I M P R OVE D S ERVI C E

2 6 .8 I M P R OVED S ERV I C E

Perc e n t of R es tau ra n ts R ep or ti n g a n Inc rease i n S a les

32.3% of restaurants report an increase in volume and service from online ordering. 29.1% only saw an increase in volume and 26.8% only saw an increase in improved service. Through online orders, restaurants saw 42.5% increase in take-out orders, a 28.5% increase in delivery orders and a 14.2% increase in catering orders.

Among food service segments, fast casual and casual restaurants are the most common types to receive online orders, with 37.5% and 26% respectively. Upscale casual restaurants received the least online orders with 16.5%.

Source: The Center for Hospitality Research, “The Current State of Online Food Ordering in the U.S. Restaurant Industry� Vol 11 No 17

20

Music Streaming Services ACTIVE LISTENERS

80 60

31%

PANDORA 40

9%

I HEART RADIO 20

6%

37% OF HIGH SCHOOL GRADUATES USE PANDORA DAILY

Facts PANDORA IS THE

#1 MUSIC

Streaming Service

SPOTIFY

0

7% OF U.S. ADULTS USE IHEARTRADIO DAILY.

14% OF HIGH SCHOOL GRADUATES USE SPOTIFY DAILY

Music Streaming Services in General ON AVERAGE, MOST U.S. RESIDENTS LISTEN TO ROUGHLY FOUR HOURS OF AUDIO EACH DAY. MOBILE ADVERTISING HAS A CLICK-THROUGH RATE OF 1%

21

Of the three most popular music streaming services, Pandora has the most listeners at 31% percent of the market – roughly 77 million users. 37% of recent high school grads use Pandora daily and the average U.S. adult spends an average of 25 minutes a day listening. This yield to huge marketing revenue – an estimated 152.9 million dollars in 2014.

I Heart Radio comes in second as most used music streaming service at 9% of the market. 7% of U.S. adults reported using iHeart Radio on a daily basis. Spotify comes in third at 6% of market with roughly 57 million active users. Heavy users of the Spotify app log an average of 155 minutes a day.

On average, most U.S. residents listen to roughly 4 hours of audio each day.

Source: Media Review: Music Streaming Services Market Profile, ClearVoice Research.

22

TOP 10 MOBILE PROPERTIES U.S. 18+ Average Minutes Per Visitor

PANDORA

1,272

FACEBOOK

1,171

APPLE

689

ZYNGA

499

PRODEGE

496

MIDASPLAYER

438

GOOGLE SITES

372

NETFLIX

336

EA GAMES

249

SNAPCHAT

189

Source: comScore, Mobile Metric, U.S., Age +, October 2014

23

Thumbs Up

BY THE NUMBERS

THUMBS INTERACTION GROWTH 12 9 6 3 0 2005

2006

2007

2008

2009

WHAT IS A “THUMB?”

2010

2011

2012

2013

THUMBS BY GENDER

Thumbing a song cues a station to play more songs with similar elements like lyrics and tempo.

Thumbing down a song prevents the song from being played again on your station.

41% MEN 59% WOMEN

IN JUST ONE MONTH Millennials are responsible for nearly 60% of our monthly thumbs.

24

USER ENGAGEMENT USERS SPEND AN AVERAGE OF 107 MINUTES USING SPOTIFY THAT’S 7% OF THE ENTIRE DAY

TIME SPENT LISTENING IS 10% ADVERTISEMENTS

41% OF USERS ARE EARLY ADOPTERS

40% OF USERS ARE 18-24 YEARS OLD

25

THE OPPORTUNITY IN MOBILE APPLICATIONS

16% Approximately 16 PERCENT of all restaurants offer a mobile app, creating a great opportunity for establishments to compete in this largely untapped marketplace

ONLY 35.2 PERCENT of restaurants who offer mobile apps have order placement capabilities

35.2% Mobile Apps

PAYMENT

52%

More than half of consumers would use an electronic payment system if available

55%

More than half of restaurants say electronic payment systems will become more popular

ORDERING 41%

Of customers would use a self-service ordering terminal if available

39%

Of customers would use an electronic ordering system, including iPad menus and wine lists if available

36%

Percent of Restaurant Types with Mobile Apps 22.0 % 18.2 % 6.5 % 5.0 % 6.7 %

Of customers have placed an order online

82%

Fast Food Fast Casual Midscale Full Service Casual Dining Fine Dining

Of quick service restaurants say online and smartphone ordering will become more popular

40%

Of full service restaurants say electronic ordering systems will become more popular

26

The wheels on the

FOOD TRUCKS

Fad or Lasting Trend?

GO ROUND & ROUND

91%

OF THOSE FAMILIAR WITH MOBILE FOOD TRUCKS SAY THE TREND IS HERE TO STAY

ONLY 7%

OF FOOD TRUCK PATRONS SAY THEY EXPECT TO CURB THEIR VISITS OVER THE NEXT YEAR

CONSUMERS & THE MOBILE RESTAURANT ?

WELL KNOWN 1 IN 5

LOCATION IS CRUCIAL 61%

PEOPLE ARE NOT AWARE OF OR HAVE NEVER SEEN A MOBILE FOOD TRUCK

84%

OF CUSTOMERS FOUND OUT ABOUT MOBILE FOOD TRUCKS BY JUST “HAPPENING UPON THEM”

OF CONSUMERS WHO FOLLOW THEIR FAVORITE FOOD TRUCKS ON SOCIAL MEDIA CHECK THEIR PAGES AT LEAST ONCE A WEEK

27

STARTUP COSTS $125,000 - $500,000

PERMITS COLORADO SPRINGS $115

$30,000 - $80,000

TRADITIONAL RESTAURANT

MOBILE RESTAURANT

THE COST OF STARTING A FOOD TRUCK BUSINESS IS A FRACTION OF WHAT IT TAKES TO OPEN A BRICK-AND-MORTAR RESTAURANT

LOS ANGELES $695 ACQUIRING A PERMIT CAN BE TRICKY. SOME PLACES (LIKE NEW YORK) REQUIRE MORE THAN ONE, AND MAY HAVE A CAP ON THE NUMBER THAT CAN BE ISSUED.

GAS PRICES

People who are familiar with food trucks tend to think that they are a lasting trend; 91% in fact believe food trucks are here to stay. Moreover only 7% of those same people say they will stop visiting food trucks over the next year. 1 out of 5 people have never frequented a food truck. Location may play a factor into this: 61% of customers found out about mobile trucks by stumbling upon them.

CURRENT GAS PRICE $2.14

Food truck fans are loyal, especially online. 84% of food truck fans follow their favorites and check their social media pages at least once a week.

WITH A TRUCK AS THE MAIN HUB, MOBILE RESTAURANTS ARE AT THE MERCY OF FLUCTUATING Case Study: On the Go - Insights into Food Truck Regulation in OF CONSUMERS WHO FOLLOW FOOD ON SOCIAL MEDIA, GAS PRICES, WHICHTRUCKS ARE EXPECTED TO INCREASE US Cities - Regulatory Reform for the 21st Century City OVER THE NEXT YEAR 84% CHECK THEIR FAVORITE'S PAGES AT LEAST ONCE A WEEK Source:

84%

28

STRENGTH

WEAKNESS

• Quality chicken finger meals • Community involvement

• Social Media and digital presence needs improvement • Lack of national recognition in comparison to leading competitors

S

W

SWOT T

O

THREAT

OPPORTUNITY

• Some competitors have a more established and dominant presence physically and digitally • New competitors entering the market

• Young brand with the opportunity to develop an image and growth • Deeper community involvement • Create mobile engagement 29

MARKETING OBJECTIVES • •

To increase brand awareness in new and emerging markets Increase restaurant sales by driving traffic through trial and repeat visits

MARKETING STRATEGIES • •

Motivate a visit by educating consumers about raising Cane’s commitment to quality Show customers how Raising Cane’s can be involved in their communities

TARGET MARKET The primary target audience composed of people between the ages of 16-34, otherwise referred to Gen Y (Millennials) and Gen Z considers happiness, passion, diversity, sharing, and discovery as their strongest values. They care more about sustainability and transparency than older generations. Instead of recognizing a brand by a name or logo, they find true value in the experiences they co-create with a brand.

Millennials and Gen Z are looking for new and more engaging social media platforms in which they can interact with the brand in real time. Engaging and convenient mobile and digital is key to these tech savvy generations. Among this audience mobile pay will be the preferred method of payment by 2017.

USAGE To target heavy to moderate QSR users between the ages of 16-34.

GEOGRAPHY Advertising will be focused in new and emerging spot markets throughout the year based on the new restaurant opening schedule.

BENEFIT The consumer will choose to support Raising Cane’s because of their quality of food, friendly crew, and their support for the community.

30

MARKETING MIX PROMOTION Quality chicken finger meals and community involvement will be the focus of their promotions. This will be achieved through targeted OOH, digital, social networking, and event sponsorships.

We plan to increase Raising Cane’s community and collegiate sponsorship events. We want to promote service events to represent Raising Cane’s service to the community, an entrepreneurship program to represent Raising Cane’s entrepreneurial spirit, and sporting events to promote Raising Cane’s food for tailgating/social event catering. These sponsorship events will provide Raising Cane’s with a greater reach of our target audience.

Digital and social networking will be essential for Raising Cane’s promotion. Currently Raising Cane’s utilizes Facebook, Twitter, and YouTube as social media platforms.

PRODUCT Raising Cane’s will not undergo any physical changes as part of the marketing objectives. Their chicken fingers perform well in their category of quick service chicken, ranking number 2 (73%) behind Chick-fil-A who’s currently at number 1 (74%) in Market Force’s 2015 QSR study for favorite chicken chain.

Chick-fil-A Raising Cane’s Zaxby’s Wingstop Bojangles’ Famous Chicken ‘n El Pollo Loco Boston Market Buffalo Wild Wings Popeyes Church’s Chicken KFC

74% 73% 61% 55% 50% 46% 45% 43% 39% 32% 31% Composite Loyalty Index

31

PRICING Raising Cane’s product prices will not increase or decrease. Although the prices tend to be slightly higher when compared to competitor pricing, consumers still consider the product to be somewhat of a value. Also, the price difference separates Raising Cane’s products from others in the market as the price point is a representation of the higher quality product being served at Raising Cane’s. Raising Cane’s prides itself on serving the highest quality chicken finger meals that are always fresh, never frozen; the price is indicative of this quality product. If prices are decreased the consumer may perceive that the quality of the product has decreased as well.

PLACE Raising Cane’s serves its quality chicken finger meals to their community through freestanding buildings which include the convenience of drive-through lanes. Raising Cane’s plans to expand nationally in order to reach more of its target audience and increase market share.

RATIONALE Recommendations were made based on research conducted in reference to the targeted audience. We are aiming at targeting Gen Y and Gen Z, both generations have higher incidences of entrepreneurship or the desire to become one. They are very digital savvy generations, although Gen Z is inclined to want more personal communication. Both generations desire to be engaged and entertained in a concise manner as they tend to be on the go. They are loyal to brands that speak to their values. They are sharing generations and it amplifies with Gen Z as they desire to help others.

SOURCES Market Force Study Reveals America’s Favorite Quick-Service Restaurants, MarketForce (4 March 2015) MarketingProfs: America’s Favorite Food Chains.

32

CAMPAIGN OBJECTIVES & STRATEGY PHASE 1

PHASE 2

Introduce Raising Cane’s in a new or emerging market

Increase sales by driving traffic through trial and repeat visits

PRE-LAUNCH

FOCUS OBJECTIVE

LAUNCH

PHASE 3 BRANDED

Increase brand loyalty

The objective of the pre-launch phase The objective of the launch phase is to The purpose of the branded phase is to is to target customers within a 10 mile stimulate 65% of the target audience in develop and establish the Raising Cane’s the specified DMA to try the product DMA of an upcoming store and brand personality within the surrounding within the first year, creating brand therefore create awareness of the community in such a way that loyalty for the preference within the consumer and brand is increased to 70% brand by 40% increasing immediate and future sales

STRATEGY The first phase of the campaign raises awareness of the brand name, what they do, and how to get more information on Raising Cane’s one love, fresh, never frozen chicken fingers. The “Dare2Dip” theme will peak potential consumer interests. The second phase is meant to entice potential consumers to try the product and educate the consumer on the quality of the food and fun nature of the brand, while beginning to establish brand loyalty. The final phase increases awareness and educates the consumer on Raising Cane’s love for the community by setting up positive community interactions like community service events and grants.

Positioning We will position Raising Cane’s as a brand that puts a positive message above meeting the bottom line. Raising Cane’s is committed to serving fresh, never frozen high quality chicken finger meals to the community it serves. The chain has a vested interest in philanthropic efforts and supporting the communities it belongs to.

TAGLINE We can encompass our campaign as a whole into one phrase, “One Love, One Community.” Raising Cane’s “One Love” being high quality chicken finger meals the restaurants share with the consumer and “One Community” because of Raising Cane’s commitment and integration with the communities they serve.

33

CREATIVE BRIEF BACKGROUND Raising Cane’s wants a three phase campaign that will be effective in new and emerging markets. Raising Cane’s faces the challenge of being a young brand in these ma as it competes with other fast casual/ quick service restaurants. There is a shift in the market towards healthier options, sustainability, mobile app ordering, and mobile options in the form of food trucks are gaining popularity over QSR’s.

Raising Cane’s brand youth, community involvement, and commitment to quality provides them the opportunity to really make an impact on its consumer base. Its origin story is one that can resonate among Millennials and Gen Z as research shows these generations tend to have an entrepreneurial mindset and aspire to become an entrepreneur.

OBJECTIVE The primary objective of this campaign is to increase brand awareness in new and emerging markets. The secondary objective is to increase restaurant sales by driving traffic through trial and repeat visits. These objectives will be met by motivating a visit by educating the consumer on Raising Cane’s commitment to quality and showing customers that Raising Cane’s has a vested interest in being actively involved in their communities.

Target Audience Primary Target: HH with no children; Ages 16-34 The target audience considers happiness, passion, diversity, sharing, and discovery as their strongest values as opposed to an older target audience. Instead of recognizing a brand by a name or a logo, millennials will find true value in the experiences they co-create with the brand. They are loyal to brands that speak to their values. They are sharing generations and it amplifies with Gen Z’s desire to help others. Gen Y and Gen Z both have higher incidences of entrepreneurship or the desire to become one.

They are very digital savvy generations, although Gen Z is inclined to want more personal communication. Both generations desire to be engaged and entertained in a concise manner as they tend to be on the go. Millennials and Gen Z are looking for new and more engaging social media platforms in which they can interact with the brand in real time.

Engaging and convenient mobile and digital is key to this target audience. Mobile pay will be the preferred method of payment by 2017 among this audience.

PRIMARY MESSAGE Raising Cane’s is a fun brand committed to serving the highest quality chicken finger meals and contributing to the community.

34

Supporting Rational and Emotional Reasons to Believe and Buy Raising Cane’s has a long standing record of commitment not only to fulfilling Todd Graves’ “ONE LOVE” dream, but to serving the community. Both his entrepreneurial spirit and commitment to serving the community resonate with Millennials and Gen Z that have similar desires, therefore; making the brand relatable. Todd Graves is somewhat of a hero or role model to these generations. The decor and service provide the restaurants with an inviting and fun environment.. This allows for higher eat in rates than some of its competitors. Once the consumer tries the actual product they realize it is real chicken as opposed to processed chicken served at some of the other competitors.

COMPETITORS The top 3 competitors for Raising Cane’s are: Chick-fil-A: A premium chicken, quick service restaurant that positions itself as a conservative brand with an opinion. Their core value is to make a positive influence in their community and the people in them.

Zaxby’s: Their mission is to consistently create encore experiences that enrich the lives one person at a time. Zaxby’s is primarily located in the Southeastern U.S. and serves chicken wings, fingers, sandwiches, and salads.

WingStop: Has positioned itself as “The Wing Experts”. They believe their customers deserve the best and have developed a menu that is attractive to the vast majority of consumers. Through the development of proprietary sauces and seasonings, they offer the customer a unique variety of flavor selections while focusing on a single entree - Buffalo style wings. They treat the customer to the highest level of service while providing food that is always fresh and cooked to order.

35

TONE Phase 1: Edgy, playful, tempting Phase 2: Love for our food and community

VISUAL We are using existing food images, Raising Cane’s logo, sexy chickens created out of Raising Cane’s chicken fingers, simulated steam, Cane, people showing love for the food, each other and the community

MANDATORIES POP Creative: Interior/Exterior Menu Panels, napkin skin, speaker post

Outdoor Creative: Emphasis placed on directional in three phases (pre-opening, opening, branded) Digital: Present unique way to incorporate social and website

MEDIA CHANNELS • Social Media: Facebook, Twitter, Instagram, YouTube •

Mobile/Digital: Social music platforms, app

•

OOH billboards, mobile advertising (food truck & bus wraps)

•

W.O.M.

36

CREATIVE

Advertising/ IMC Recommendations OBJECTIVES • •

TIMELINE

Phase 1 (Pre Launch):

To create a campaign related to the ongoing One Love campaign that will increase awareness of the brand in new and emerging markets by 70%.

To establish new markets and continue the process of storytelling to introduce Raising Cane’s fresh and enticing food to lead to 65% trial of the product within the first year.

2 weeks prior to launch

Phase 2 (Launch): 6 months

Phase 3 (Branded): 6 months

STRATEGIES •

We recommend we utilize the following to achieve our objective of increasing brand awareness by 70% and increase trial of the product by 65% within the first year.

Phase I: Pre-Launch SEP

OCT

NOV

DECJ

AN

FEB

Phase II: Launch

MAR

APR

Phase III: Branded

37

MAYJ

UNE

JULY

AUG

Finish

PHASE I

38

CREATIVE

DIRECT MAILER

PHASE

Direct Mailer introducing Raising Cane’s and redeemable for Raising Cane’s branded sunglasses in store. This will influence behavior by driving them to visit the restaurant to redeem their glasses, therefore; stimulating trial and purchase of Raising Cane products while there.

39

40 BACK

FRONT

CREATIVE

SOCIAL MEDIA CAMPAIGN

PHASE

Social Media Campaign will help shape consumers perception of Raising Cane’s to be a young, fun brand serving quality chicken fingers. Posts will focus on making the food mouthwatering and appetizing to the consumer and informing them of the upcoming opening of the restaurant in their community.

41

GRAND OPENING BANNER

CREATIVE PHASE

GRAND OPENING

42

PHASE II

43

CREATIVE

FOOD TRUCK

PHASE

OOH Food Truck will serve as a rolling advertisement and means of leading consumers to trial. The food truck will provide a free sample consisting of three chicken fingers and a serving of special Cane’s sauce in a branded box. This will aid in shaping consumers perception of Raising Cane’s to be a young, fun brand serving quality chicken fingers and drive consumers to the restaurant to purchase more. The truck will travel to a new or emerging market location to help launch their phase 2 or can remain in the region for special events.

44

CREATIVE

PANDORA / SPOTIFY DIGITAL AD

PHASE

Digital ads will be used on popular music platforms among Millennials and Gen Z such as I Heart Radio, Spotify, and Pandora. These will depict similar ads as our OOH, may include short video or audio.

45

CREATIVE

SOCIAL MEDIA CAMPAIGN

PHASE

Social Media Campaign will help shape consumers perception of Raising Cane’s to be a young, fun brand serving quality chicken fingers. It is tailored to grab our target audience’s attention and stimulate recognition of the brand’s playful personality and tantalizing chicken fingers. Target audience will be encouraged to post about their Raising Cane’s experience on their social media outlets using designated hashtags to help us track and measure engagement.

46

CREATIVE

BILLBOARD

PHASE

OOH billboards will work towards increasing brand awareness and shaping consumers perception of the Raising Cane’s brand as a young, fun brand serving quality chicken fingers. They will utilize enticing copy and display the Raising Cane’s chicken fingers in a fun and enticing way that will engage the consumer and generate word of mouth buzz.

47

CREATIVE

COLLEGE CAMPUS SIGN POSTS

PHASE

OOH campus banners near football stadium and arena will work towards increasing brand awareness and shaping consumers perception of the Raising Cane’s brand as a young, fun brand serving quality chicken fingers. They will utilize enticing copy and display the Raising Cane’s chicken fingers in a fun and enticing way that will engage the consumer and generate word of mouth buzz.

48

PHASE

#DARE2DIP

49

PHASE

50

PHASE

51

Make me messy.

Go ahead! Get Saucy!

Made with 100% recycled material.

Made with 100% recycled material.

Tantalize your taste buds.

Let’s take a dip, we won’t tell.

Made with 100% recycled material.

Made with 100% recycled material.

Let’s get saucy!

Made with 100% recycled material.

52

PHASE

53

PHASE

So sweet your dentist would

Because you’re

For lifes bitter

moments...

APPROVE

SWEET enough BECAUSE YOU’RE SW EET ENOUGH.

SO SW EET YOU CAN TAKE IT HOME TO MOMMA’S.

54

SO SW EET YOU CAN TAKE IT HOME TO MOMMA’S.

PHASE

LIKE OUR JUGS?

Grab one gallon today!

Available in Lemonade and Tea

LIKE IT HOT&JU ICY?

OO! US T

55

PHASE

DDA AR REE 22

DDOOW WNNLLOOAADD TO T N PE PE O

EARN REW AR DS SHOP CANE S PL AC E OR DE RS NEW IT EM S!

THE APP

56

PHASE

57

PUBLIC RELATIONS

EVENT MARKETING & PROMOTION

PHASE

College Sporting Event Tailgates. Two key games will be selected to host a tailgate party. These parties will be done in partnership with a local radio station. Free food and a live DJ will create the perfect tailgating party for some lucky local Caniac’s. These Caniac’s will be selected at random from new enrollees during the pre-launch and early launch time period.

58

PHASE III

59

PROMOTIONS

SOCIAL MEDIA CAMPAIGN

PHASE

Social media campaign will help shape consumers perception of Raising Cane’s to be a young, fun brand serving quality chicken fingers. During this phase the campaign will shift to recognizing Raising Cane’s and Caniac’s love for the food and the community to establish brand identity and their position in helping the community. It is tailored to grab our target audience’s attention and stimulate recognition of the brand’s playful personality and tantalizing chicken fingers through use of short videos and post with graphics on social media platforms. Caniac’s will be encouraged to share their own experiences to stimulate brand loyalty.

60

PROMOTIONS

BILLBOARD

PHASE

OOH Billboard will work towards increasing brand awareness and shaping consumers perception of the Raising Cane’s brand as a young, fun brand serving quality chicken tenders. The courtship will move on to relationship and make the shift to “One Love.” The OOH will utilize images depicting love for Raising Cane’s products and the community.

61

62

PROMOTIONS

PANDORA / SPOTIFY DIGITAL AD

PHASE

Digital ads will be used on popular music platforms among Millennials and Gen Z such as I Heart Radio, Spotify, and Pandora. These will depict similar ads as our OOH, may include short video or audio.

63

PROMOTIONS

CAMPUS CUBE KIOSK

PHASE

College campus cube kiosk will work towards increasing brand awareness and shaping consumers perception of the Raising Cane’s brand that cares about the community and its customers.

64

CREATIVE

BILLBOARD

PHASE

OOH Billboard will work towards increasing brand awareness and shaping consumers perception of the Raising Cane’s brand as a young, fun brand serving quality chicken tenders. The courtship will move on to relationship and make the shift to “One Love.” The OOH will utilize images depicting love for Raising Cane’s products and the community.

65

66

67

68

OBJECTIVE To increase enrollment of new customers by 40% in the Caniac Club within the first year of opening a restaurant in a new or emerging market.

STRATEGY We recommend we utilize a mobile app to achieve our

objective of increasing Caniac Club membership by 40% within the first year.

69

70

CREATIVE

BUS WRAP

PHASE

OOH bus wrap will work towards increasing brand awareness and shaping consumers perception of the Raising Cane’s brand as a young, fun brand serving quality chicken fingers. They will utilize enticing copy and display the Raising Cane’s chicken fingers in a fun and enticing way that will engage the consumer and generate word of mouth buzz.

71

PUBLIC RELATIONS

ADDED VALUE

PHASE

Added Value through radio station partnerships

72

Mail-Out Social Media: Facebook “Dare to Take the Dip” Food Truck

Food Truck

Billboard: “Like it Hot & Juicy?”

Digital Ad: “Dare to Take the Dip” College Campus Sign: “Dare to Take the Dip”

Tail Gate Event

Tail Gate Event

One Love, One Community Bus Wrap Added Value

Phase I: Pre-Launch SEP

OCT

NOV

Phase II: Launch 73

DEC

JAN

FEB

MEDIA CHANNEL POP Traditional Digital Public Relations

“Entrepreneur Grant” Billboard: “Entrepreneur Grant” Social Media: “Entrepreneur Grant” Digital Ad on Pandora, Spotify & Facebook: “Entrepreneur Grant” College Cube Tower Kiosk: “Entrepreneur Grant” Volunteer ONE LOVE Tshirt Social Media: “Volunteer ONE LOVE” Tshirt Big EVENT

MAR

APR

MAY

JUNE

Phase III: Branded

JULY

AUG Finish

74

Advertising/ IMC Rationale Recommendations were made based on research conducted in reference to the targeted audience. We are aiming at targeting millennials and generation Z, both generations have higher incidences of entrepreneurship or the desire to become one. They are very digital savvy generations, although gen Z is inclined to want more personal communication. Both generations desire to be engaged and entertained in a concise manner as they tend to be on the go. They are loyal to brands that speak to their values. They are sharing generations and it amplifies with gen z as they desire to help others.

This provides various opportunities for Raising Cane’s as the target audience’s values align to a certain extent with that of the brand. Focusing on engaging consumers on a personal level whether in person or with a digital interactive presence while providing opportunities to give back to the community will be a step forward in establishing relationships and fostering brand loyalty among its target audience.

75

MEDIA CAMPAIGN

Two different markets were chose to showcase the allocation of media through the campaign. The first market San Antonio, Texas, ranks 37 on the Designated Market Area (DMA) market list. The second market selected ranks 104 on the DMA market list. These markets were chosen from two ends of the DMA market in order to compare and contrast; reach, frequency, total GRP, share and budget of each market.

OBJECTIVES •

Achieve 85% reach with an average of 6 during Targeted months in order to increase brand awareness in new and emerging markets.

•

Generate buzz through outdoor, social media and internet advertising in order to increase restaurant sales by driving traffic through trial and repeat visits.

OVERVIEW

STRATEGIES •

Pulse media by maintaining a year-long presence within new and emerging markets with extra emphasis placed in strategic areas at strategic times.

•

Motivate a visit by educating consumers about raising Cane’s products (chicken fingers, tea, sauce, etc) and their commitment to quality through media placement before launch.

•

The August 2016 - September 2017 “One Love, One Community” campaign will use an optimized media combination of traditional (billboards, bus wraps) and non-traditional media (digital, food truck, social media) to optimize our reach and frequency in new and emerging markets as well as to generate buzz around Raising Cane’s brand.

DURATION

Show customers how Raising Cane’s can be involved in their communities through social media interaction, events in the community, and opportunities such as grants.

“One Love, One Community” planned to run from August 2016 - September 2017 • Phase 1: Pre-Launch - August 2016 - September 2016 • Phase 2: Launch September 2016 - January 2017 • Phase 3: February 2017- September 2017

Phase I: Pre-Launch SEP

OCT

NOV

DECJ

AN

FEB

Phase II: Launch

MAR

APR

Phase III: Branded

76

MAYJ

UNE

JULY

AUG

Finish

TARGET AUDIENCE Primary Target: HH with with no kids; 16-34 yr olds. Secondary Target: HH with no kids: 34-64 yr olds.

About 70% of media used for “One Love, One Community” will consist of social media, internet media and mobile technology. The rationale behind this is because according to The Next Web there are roughly 79 million Millennials in the United States. With that said 59% of Millennials go online through computers, tablets and mobile phones for news, entertainment and socialization.

SCOPE The year long “One Love, One Community” media campaign is designated to Achieve 85% reach with an average frequency of 7 during peak months order to increase brand awareness in new and emerging markets.

The spot market only campaign will target new and emerging markets. Within these spot markets the focus will be placed on one primary target audience: HH with no children; Ages 16-34. A second audience exists, however due to market reports on millennial(z) focus will be placed on the primary.

KEY TIME PERIODS PHASE I: Pre-Launch August 22, 2016 - September 4, 2016 • Direct Mailer • Social Media “Dare to Take the Dip” PHASE II: Launch September 2016 - January 2017 • Food Truck • Billboard “Dare to Take the Dip” • Digital Ad “Dare to Take the Dip” • Banner Ad “Dare to Take the Dip” • College Stadium Sign • Social Media “Dare to Take the Dip” • Billboard “Love at First Bite” PHASE III: Branded February 2017 - September 2017 • Introduce Entrepreneur Grant promotion • Billboard “Entrepreneur Grant” • Digital Ad “Entrepreneur Grant” • Social Media “Entrepreneur Grant”

77

PHASE I: PRE-LAUNCH •

August will be an important month for media placement. The first two weeks or Pre-Launch of the campaign will serve as a period where building brand awareness in a new and emerging market will be key in order to increase it by 40%.

•

Mid-August, a direct mailer will introduce Raising Cane’s location and product. Additionally the direct mailer will serve as a tactic that will educate potential consumers on Raising Cane’s one love, never frozen, quality chicken fingers as well as their other products. This tactic will also serve as a way to get customers into the restaurant by encouraging to redeem the direct mailout for a pair of branded sunglasses in store.

•

Heavy placement of OOH media will dominate the pre-launch month of the campaign. Bus Wraps will run starting August 31 in order to generate buzz and awareness around the brand.

•

Social Media Campaign will aid in shaping consumers perception of Raising Cane’s to be a fun brand serving quality chicken fingers.

PHASE II: LAUNCH •

The second phase serves as a means of enticing potential consumes to try the product and continue educating the consumers on the quality of the food and fun nature of the brand through OOH media, social media and digital media.

•

After lunch a banded food truck will support the main restaurant. The food truck will provide free samples of quality chicken and a serving of cane’s sauce. The truck will travel to new and emerging market locations to help launch their phase 2 or can remain the the region for special events at colleges, sport games and involvement with the community.

•

Digital ads will be used on popular platforms among Millennials and Gen Z such as I Heart Radio, Spotify, and Pandora.

•

Social Media: Consumers will be encouraged to post on social media (facebook, twitter, instagram, etc) about their Raising Cane’s experience using designated hashtags that can be found throughout the brands social media portals and store POP.

•

OOH billboards will be placed in areas where a 85% reach can be achieved. Most OOH will be placed in launch month with a few pushed through the summer months where sales are usually higher overall.

PHASE III: BRANDED •

Continued social media campaign. During this phase social media will be used to recognize Raising Cane’s love for the community by establish brand identity and their position in helping the community

•

OOH that will heavily push the Entrepreneurial Grant. A business savvy and community involved raising cane’s consumers will have the chance to win a grant in order to start up their dream business.

78

CLIENT & MARKET IMPERATIVES Per Raising Cane’s request, the campaign will use required POP media such as interior/exterior menu panels, napkin skins, and speaker post.

Client suggested optional POP such as door clings, drive-thru clings, yard signs and and reader boards/video reader board, which will be used in the campaign.

The client also suggested the use of OOH media to correlate with the three campaign phases; pre-launch(phase 1), opening (phase 2), and Branded (Phase 1 and Phase 2). In addition to the clients suggestions the campaign will utilize bus wraps, food trucks as part of the OOH requirements.

AD MEDIA TACTICS SAN ANTONIO, TEXAS

MFP Goal Sheet AUG

REACH

FREQ

GRPS

%SHARE

30.0

7.0

210

4.2

SEP

85.0

8.0

680

13.6

OCT

80.0

8.0

640

12.8

NOV

85.0

8.0

680

13.6

DEC

70.0

7.0

490

9.8

JAN

65.0

7.0

455

9.1

FEB

80.0

7.0

560

11.2

MAR

70.0

6.0

420

8.4

APR

60.0

6.0

360

7.2

MAY

40.0

5.0

200

4.0

JUNE

40.0

4.0

160

3.2

JULY

40.0

4.0

160

3.2

5015

100

TOTAL

OUTDOOR $(000)

DIRECT MAIL $(000)

DIGITAL SPOT $(000)

PLAN TOTAL GRPS $(000) REACH AVG. FREQ.

79

MFP YEAR AT GLANCE REACH GOAL

AVG FREQ

EST

GOAL

EST

GRPS GOAL

$ (000)

EST

BALANCE

GOAL

EST

BALANCE

AUG

30.0

91.5

7.0

16.1

210

1476

-1266

0.0

33.6

-33.6

SEP

85.0

91.4

8.0

16.1

680

1475

-795

0.0

30.2

-30.2

OCT

80.0

91.4

8.0

16.1

640

1475

-835

0.0

30.2

-30.2

NOV

85.0

91.3

8.0

16.0

680

1459

-778

0.0

29.3

-29.3

DEC

70.0

91.1

7.0

15.8

490

1442

-952

0.0

28.3

-28.3

JAN

65.0

90.8

7.0

15.5

455

1409

-954

0.0

26.3

-26.3

FEB

80.0

91.4

7.0

16.1

560

1475

-915

0.0

30.3

-30.3

MAR

70.0

91.4

6.0

16.1

420

1475

-1055

0.0

30.3

-30.3

APR

60.0

91.1

6.0

15.8

360

1442

-1082

0.0

28.3

-28.3

MAY

40.0

91.1

5.0

15.8

200

1442

-1242

0.0

28.3

-28.3

JUNE

40.0

91.0

4.0

15.7

160

1426

-1265

0.0

27.3

-27.3

JULY

40.0

90.8

4.0

15.5

160

1409

-1249

0.0

26.3

-26.3

-12,390.44

0

348.60

-348.60

TOTAL

5015 17,405.44

MFP FLOW CHART

TARGET DEMO: ALL ADULTS AGES 18 - 34

AUG

SEPT

OCT

NOV

DEC

JAN

FEB

1,311 20.3

1,311 20.3

1,311 20.3

1,311 20.3

1,311 20.3

1,311 20.3

1,311 20.3

MAR

1,311 20.3

APRIL

1,311 20.3

MAY

1,311 20.3

JUN

1,311 20.3

JULY

1,311 20.3

1 3.4

TOTAL ACROSS

GRPS COST

15,729 243.6

GRPS COST

1 3.4

164 10.0

164 9.9

164 9.9

148 9.0

131 8.0

99 6.0

164 10.0

164 10.0

131 8.0

131 8.0

115 7.0

99 6.0

GRPS COST

1,675 101.7

1,476 33.7 91.5 16.1

1,475 30.2 91.4 16.1

1,475 30.2 91.4 16.1

1,458 29.3 91.3 16.0

1,442 28.3 91.1 15.8

1,409 26.3 90.8 15.5

1,475 30.3 91.4 16.1

1,475 30.3 91.4 16.1

1,442 28.3 91.1 15.8

1,442 28.3 91.1 15.8

1,425 27.3 91.0 15.7

1,409 26.3 90.8 15.5

GRPS COST

17,405 348.7

80

MFP Goal Sheet AUG

Lincoln & Hastings-Krny

REACH

FREQ

GRPS

%SHARE

30.0

7.0

210

4.2

SEP

85.0

8.0

680

13.6

OCT

80.0

8.0

640

12.8

NOV

85.0

8.0

680

13.6

DEC

70.0

7.0

490

9.8

JAN

65.0

7.0

455

9.1

FEB

80.0

7.0

560

11.2

MAR

70.0

6.0

420

8.4

APR

60.0

6.0

360

7.2

MAY

40.0

5.0

200

4.0

JUNE

40.0

4.0

160

3.2

JULY

40.0

4.0

160

3.2

5015

100

TOTAL

OUTDOOR $(000)

DIRECT MAIL $(000)

DIGITAL SPOT $(000)

PLAN TOTAL GRPS $(000) REACH AVG. FREQ.

MFP YEAR AT GLANCE REACH GOAL

EST

AVG FREQ GOAL

EST

GRPS GOAL

EST

$ (000) BALANCE

GOAL

EST

BALANCE

AUG

30.0

47.6

7.0

3.5

210

166

43

0.0

19.9

- 19.9

SEP

85.0

47.1

8.0

3.5

680

165

514

0.0

19.3

- 19.3

OCT

80.0

47.1

8.0

3.5

640

165

474

0.0

19.3

- 19.3

NOV

85.0

45.4

8.0

3.3

680

149

531

0.0

18.3

- 18.3

DEC

70.0

43.5

7.0

3.0

490

132

357

0.0

17.4

- 17.4

JAN

65.0

38.8

7.0

2.6

455

100

355

0.0

15.4

- 15.4

FEB

80.0

47.1

7.0

3.5

560

165

394

0.0

19.3

- 19.3

MAR

70.0

47.1

6.0

3.5

420

165

254

0.0

19.3

- 19.3

APR

60.0

43.5

6.0

3.0

360

132

227

0.0

17.4

- 17.4

MAY

40.0

43.5

5.0

3.0

200

132

67

0.0

17.4

- 17.4

JUNE

40.0

41.3

4.0

2.8

160

116

44

0.0

16.4

- 16.4

JULY

40.0

49.4

4.0

2.6

160

101

59

0.0

15.4

- 15.4

5015

1,689.43

3325.57

0

214.76

-214.76

TOTAL

81

TARGET DEMO: ALL ADULTS AGES 18 - 34 AUG

SEPT

OCT

NOV

DEC

JAN

FEB

MAR

APRIL

MAY

JUN

JULY

1,307 9.5

1,307 9.5

1,307 9.5

1,307 9.5

1,307 9.5

1,307 9.5

1,307 9.5

1,307 9.5

1,307 9.5

1,307 9.5

1,307 9.5

1,307 9.5

1 3.4

TOTAL ACROSS

GRPS COST

15,685 113.7

GRPS COST

1 0.5

164 9.9

164 9.9

164 9.9

148 8.9

131 8.0

99 5.9

164 9.9

164 9.9

131 7.9

131 7.9

115 6.9

99 5.9

GRPS COST

1,675 100.5

166 19.9 47.6 3.5

165 19.3 47.1 3.5

165 19.3 47.1 3.5

148 18.3 45.4 3.3

132 17.4 43.5 3.0

99 15.4 38.8 2.6

165 19.3 47.1 3.5

165 19.3 47.1 3.5

132 17.4 43.5 3.0

132 17.4 43.5 3.0

115 16.4 41.3 2.8

100 15.4 39.4 2.6

GRPS COST

1,689 214.8

BUDGET OUT OF HOME Billboard Bus Wrap Food Truck DIGITAL POINT OF PURCHASE EVENTS DIRECT MAIL CONTIGENCY

TOTAL

Contigency $ 20,850 Direct Mail $ 3,000 Events $ 12,000 POP $ 9,500

$ 243,000 $

8,500

$ 80,000 $ 100,000 $

9,500 Digital $ 100,000

$ 12,000 $

Billboard $ 243,000

3,000

$ 20,850 Food Truck $ 80,000

$ 476,850

82

Bus Wrap $ 8,500

TESTING TESTING

POTENTIAL RESULTS

TECHNIQUES

PRE

Phone & Online Surveys

Gain insight on what is important and appeals to target audience in specific market

POST

Focus Groups & Intercepts

Gain insight on the effectiveness of concept and copy developed through pretesting insights

EVALUATION OBJECTIVES

EVALUATION TECHNIQUES

POTENTIAL RESULTS

Increase brand awareness

Track social media engagement analytics

A substantial increase in brand, tag line, and general Raising Cane’s awareness, accompanied by increased internet traffic

Compare pre and post advertising website traffic Track Caniac Club membership from targeted market In-store/online survey asking customers about how they heard about the new Increase store traffic

Increase in Caniac Club Membership

Track store traffic and sales using database

More foot/drive-thru traffic in new or emerging market Raising Cane’s restaurants.

Track Caniac Club membership from targeted market

Increase in Caniac Club membership, app downloads and activity

Offer incentive with mailer to claim free glasses

Track app downloads and usage Strong connection between community and Raising Cane’s

In-store / online / event survey rating people’s perceptions of Raising Cane’s involvement in the community

83

More customers from the community will relate Raising Cane’s to the “One Love, One Community” tagline.

SOURCES •

What Matters to Millennials: 6 Insights You Cant Ignore: http://www.ideastogo.com/6millennial-insights-you-cant-ignore

•

How To Engage Millennials In Customer Insight And Marketing: https://www.visioncritical. com/how-engage-millennials-customer-insight-and-marketing/

•

Inside The Millennial Mind: http://www.executiveboard.com/exbd/marketingcommunications/iconoculture/millenials/index.page?

•

How Millennials Use and Control Social Media: http://www.americanpressinstitute.org/ publications/reports/survey-research/millennials-social-media/

•

Millennials Media Consumption Explained In 5 Charts: http://digiday.com/brands/millennialmedia-consumption-habits-debunked-5-charts/

•

Everything You Need To Know About Gen Z: http://www.businessinsider.com/afp-generationz-born-in-the-digital-age-2015-2

•

Move Over Millennials Here Comes Gen Z: http://adage.com/article/cmo-strategy/movemillennials-gen-z/296577/

•

Generation Z: Rebels With A Cause: http://www.forbes.com/sites/onmarketing/2013/05/28/ generation-z-rebels-with-a-cause/

•

Food Trucks: Full Speed Ahead or Already Yielding? http://www.fastcasual.com/articles/foodtrucks-full-speed-ahead-or-already-yielding/

•

Food Trucks Changing The Dining Scene: http://www.huffingtonpost.com/2012/10/26/foodtrucks_n_2017376.html

•

How Apps Are Changing Fast Food: http://www.computerworld.com/article/2487774/mobileapps/how-apps-are-changing-fast-food.html

•

5 Things Your Restaurant’s Mobile App Must Include: http://www.fastcasual.com/blogs/5things-your-restaurants-mobile-app-must-include-infographic/

•

3 Reasons To Go Mobile: http://www.qsrmagazine.com/outside-insights/3-reasons-gomobile

•

The QSR Top 50 Chicken Segment: http://www.qsrmagazine.com/reports/qsr50-2014chicken-segment-breakdown

•

Market Force Study Reveals America’s Favorite Quick Service Restaurants: http://www. marketforce.com/press-releases/item/americas-favorite-quick-serve-restaurants-qsr/

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