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Waitr®

IMC Campaign Linda Anderson – September 18, 2018

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Table of Contents

WaitrÂŽ

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IMC Campaign

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Table of Contents

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Executive Summary

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Backgrounder

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SWOT Analysis

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Target Customer Definition

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Marketing Campaign and Strategies

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Point-of-Parity

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Creative Brief

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Conclusion

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Executive Summary As the millennials were introduced to the digital world they began the trend of “Foodies.” Spending a lot of time in many different restaurants, exploring different cultures of foods. Helping the hospitality industry grow and prosper. In today’s world, we are beginning to see a new trend with a new generation. Generation Z. The new generation that was born with a smartphone in their mouth, (so it is said). Along with generation z comes new ways to enjoy your favorite food without having to go and get it. Instead, it comes to you. With a new digital app. Instead of leaving work, or home or even cooking the meal. You can now have it delivered right where you are, and that is how Generation Z likes it!

OVERVIEW Waitr began in 2013, in Lake Charles, LA., the town I grew up in. It kicked off on February 9, 2015 with Chris Meaux, founder and CEO of Waitr when it debuted in its hometown of Lake Charles, LA. I had heard the rumors about this new app around town. Even met his mother and talked to one of his aunts. Yet, I never imagined someone from the town I grew up in would become such a success in such a short time. I am proud to say today; I am employed by this awesome team! Waitr is a popular, on-demand platform app that has only been around for 3 years since the startup. Waitr has not only benefited and conveyance its customers, it has increased business for restaurants, and grocery stores. Their profits have shown a great increase also. In today’s digital world. We are creating faster, easier ways to create assistance in tasks that take up time. We are seeking assistance with the digital world. As Millennials grew up and entered adulthood. Digital apps began to arise. Today we have Generation Z entering adulthood and stepping into the workforce, beginning families, life has become very busy for them. Waitr is the perfect app for this generation. Knowing this generation was born into the digital world, we know they are app savvy. Knowing they prefer to stay home IMC 610

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more than the Millennials, Waitr is the app for them. The Waitr app that was built for the restaurant industry to bring up sales, now has a new generation to thank. Generation Z.

Marketing Audience With the Millennials, the popularity of going out to restaurants and dining out helped to increase their sales. Through the craze of gerontology, Foodies were born. Yet, everyone grows older and as always, a new generation steps in and begins new trends. With the Millennials, the digital world was introduced at an early age in school. With Generation Z, this generation was born with the digital world right at their hands at birth. Generation Z was born during 9/11 and the recession. Giving them the reason to be budget conscience. Generation Z has a preference of staying home and playing video games, having friends over and ordering out instead of getting into the vehicles and driving to the restaurant to dine. With Generation Z in college and the workforce, starting new families, their lives being busier than the Millennials, being app savvy. It only is fitting that Waitr app would gain them as a loyal audience. Generation Z is leading the way to more conveyance to busy lifestyles. Waitr has not only benefited and conveyance its customers, it has increased business for restaurants, and grocery stores. Their profits have shown a great increase. Millennials began the trend for Online order and delivery food services. With Generation – Z stepping in and causing Restaurant owners to rethink their way of marketing their services to an off – premises meal solution. With this shift in the restaurant industry it has helped restaurants to not only rethink their marketing strategies to keep sales at a stable rate, it has also helped the to see a much brighter increase in sales.

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Backgrounder History Waitr began in 2013, in Lake Charles, LA., the town I grew up in. It kicked off on February 9, 2015 with Chris Meaux, founder and CEO of Waitr when it debuted in its hometown of Lake Charles, LA. I had heard the rumors about this new app around town. Even met his mother and talked to one of his aunts. Yet, I never imagined someone from the town I grew up in would become such a success in such a short time. I am proud to say today; I am employed by this awesome team! Waitr is a popular, on-demand platform app that has only been around for 3 years since the startup. The business consists of Computer Techs called “Dash,” Regional Managers, Administrative Team, Drivers, Marketing Team, Sales Team, Operators, and Product + Engineering Team. Waitr has employed over 3,000 in Louisiana lately. How does the Waitr app work? Very simple, you sign up to Waitr, go through the many different restaurants, order what you would like to eat and pay. Then you either have the choice of picking up your meal yourself, or a Waitr driver delivers the meal to your front door. Waitr even delivers groceries to you. If you are too busy or just cannot drive. No worries. Waitr will shop for you and deliver your groceries to you.

Industry Leaders Their mission statement is, we wanted a more convenient dining experience, so we created one. We developed innovative technology and streamlined the logistics of delivery to connect people to the food they love. Whether they’re at home, the office, or kickball practice; we’ll bring their favorite local restaurants to them. Waitr corporate office is in Lafayette, Louisiana with many locations throughout Louisiana, it has now expanded to other states as follows; Alabama, Arkansas, Florida, Georgia, South Carolina, Tennessee, and Texas. Waitr provides new opportunities and has opened an economical window that was not available in the past. It is available to customers wanting to stay home, or must stay home, yet, can still experience fine dining.

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In 2017 an investment group led by New Orleans Saint’s, Drew Brees put $10 million into Waiter. Just recently Texas billionaire, Tillman Fertitta acquired Waiter for $308 Million. In three short years, Waiter has become one of the top competitors being the main competitor to GrubHub. The cash proceeds from sales used to fund the company grows.

Challenges Waitr has many challenges. Even though it is a quickly increasing its presence in the online food order and delivery service. It has many other companies to compete with. Mainly GrubHub. GrubHub is Waitr’s strongest competitor. GrubHub was founded by two attorneys in 1999, who were tired of paper menus that were out of date. Yet, Waitr is gaining on GrubHub. With 30 locations and growing. It is becoming the more popular of online food ordering and delivery service apps. Door Dash is another top competitor. Founded in 2013, Door Dash’s revenue was more than Waitrs until Waitr did the merger recently. Before the merger, Door Dash’s revenue was $5.2 million. Another challenge Waitr appears to have is keeping drivers to deliver the food to customers. Many driver’s main complaint is the wear and tear of their vehicles and the gas used. Waitr does not reimburse for mileage and if gas prices ever rise. This would be a serious issue keeping drivers.

Presence Waitr is an online food order and delivery service that began in 2015 by Chris Meaux, in Lake Charles, Louisiana. Its corporate office is based in Lafayette, Louisiana and has expanded to over 20 cities. Waitr began is service in Lake Charles, Louisiana and expanded out in less than 3 years. With the first restaurants to sign up to the service being in Lake Charles, LA. Waitr is mainly an app that helps restaurants increase sales and takes away the hiring of personal delivery drivers. In the beginning Chris Meaux had created a concept, Meaux2Geaux that was the beginning of Waitr. The test didn’t pan out. States that Waitr is located are, Alabama, Arkansas, Georgia, Louisiana, Mississippi, South Carolina, Tennessee, and Texas. The latest city to open Waitr services is in Meridian, Mississippi. How Waitr works, you download the app on your smartphone, go through the list of restaurants available, and choose the restaurant IMC 610

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you would like to order from. Scroll through the photos on the menu and choose what you would like to order, purchase and have delivered to your location. A driver then is notified that an order has been placed, they drive to the restaurant, pick up the order and delivery it to you in a timely manner. Waitr is also available on your home desktop or laptop computer. With the Waitr app, there is not fuss about what you plan to cook for dinner, it saves you time, giving you time to spend doing other tasks that need to be done, or gives you time to spend with your loved ones. Even though Waitr is still a young business, it has gained popularity in only three years. There are four slogans that appear in Waitr ads across the internet as of now. Ø Discover, Order, Eat Ø Convenience, Variety, Support Ø Great Local Foods Ø New Way to Dine

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SWOT Analysis

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Targeted Customer Definitions Outlook When Waitr began, it had the Millennials to work with. Testing the app, having them to give their reviews on what improvements needed to be done. Millennials began the trend for Online order and delivery food services. With Generation – Z stepping in and causing Restaurant owners to rethink their way of marketing their services to an off – premises meal solution. With this shift in the restaurant industry it has helped restaurants to not only rethink their marketing strategies to keep sales at a stable rate, it has also helped the to see a much brighter increase in sales. With the next generation growing, this only means a larger increase in sales and a much more brighter future for the restaurant industry and the food ordering and delivery online platform services. Generation-Z are not only the young adults that have entered college and the workforce. They are now graduating from college and entering a career they hope to keep in the future with still more transitioning from high school into college. Many are just now graduating college and beginning that future, beginning a life of marriage, parenthood, a life as grown adults.

Potential Market The age of Generation Z’s age range is 18 – 23 years of age. Per CNBC, there are 61 million Generation –Z who have entered the workforce. Generation – Z grew up learning how to work computers and smartphones. You could say they were almost born with these devises in hand. With Gen.Z there have been big changes in our world. Per Vision Critica.com Infographic, their media consumption differs from any other past generation. Gen.Z only watches 13.2 hours of television, while their usage on a smartphone is 15.4 hours. Per Modern Restaurant Management, Generation – Z is the newest restaurant savvy customers. Just like the Millennials they are health consciences about what they eat.

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Per Huffington Post, Food and Drink, not like the Millennials, Generation – Z prefers to stay at home and order food online to be delivered from the online services. Gen.Z claims the restaurants are too noisy and they prefer the face to face conversation. Marketing Waitr to Generation Z is vital. They are the generation that is changing the way restaurants do their business with online ordering and delivery with food service. With Generation Z as the targeted audience. The slogan should create attention to this age group. Slogan should read: “Feeding a New Generation!”

“Z”

Potential Customer – Generation Z Meet Aubrey L. Benoit. She is the ideal customer for Waitr. She is a 21-year-old single young woman who has a busy career as a Pet Stylist, living with her boyfriend in the suburbs of Lake Charles, LA. She is Currently makes $35,000.00 a year as a Pet Stylist and intends to further her career as a Pet Stylist Artist. She plans to travel the Show Dog Circuit, demonstrating her pet styling and artistry techniques to other groomers, promoting safe grooming and maintenance. She and her boyfriend are planning to become engaged and later marring after her boyfriend completes his certification as a mixologist. Aubrey has a passion for animals, advocates for the proper care and fights against the mistreatment of animals. She enjoys cooking and plans to enter a culinary education to obtain her degree in Culinary Arts. Born in Lake Charles, LA she plans to later have at least one child. She and her boyfriend plan to buy their first home after they marry and have their first child. Her favorite music group is the Beatles, and she loves 60’s music. Aubrey and her boyfriend are big fans of Disney and love spending time visiting California and Florida at either Disney theme parks. IMC 610

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Marketing Campaign and Strategies Goal: Intensify Waitr’s advantage to targeted audience and to begin a dedicated relationship that will earn their customer’s loyalty. 1.

To improve brand awareness for 20% more of targeted market in 6 months. ü Create a campaign targeting college students with a Brand Ambassadors who will visit colleges to verbally educate and pass out infographic cards explaining how to use the online food ordering and delivery services app and how convenient the service is. ü Use social media to demonstrate how Waitr online food and delivery service app works through video marketing towards targeted audience. ü Create a campaign with a Brand Ambassador attending job fairs educating and passing out infographic cards to targeted audience. ü Create a campaign to introduce to target audience the time saved by using the food ordering and delivery service app.

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To increase by 15% usage of the Food ordering and delivery app service in 6 months. ü Offer membership perks at a 5% discount with a usage of online ordering and delivery app service 10 times in a month. ü Engage targeted audience in increasing usage of online food ordering and delivery app service with merchandise giveaway.

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Point of Parity

Feeding a New Generation

“Z” Rejection Statement: •

We want you to have more convenient dining experience.

Connecting people with food.

Foodies are not just for Millennials anymore, “GEN-Z” is here now!

Put the luxury in home meals.

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Creative Brief WHAT ARE WE ADVERTISING? Waitr is not just for the Millennial generation anymore. It’s for Generation “Z” also. Whom are we talking to? Generation Z who are from the age of 18 to 24 years of age. College students and those starting off in the workforce. Young married couples with busy schedules. What do they currently think? Being they enjoy staying at home instead of dinning in crowded restaurants. Waitr is their favorite form of ordering food and having it delivered to their doorstep or at work. What would we like them to think? Waitr is the mobile app to use when wanting their favorite mean from their favorite restaurant and have it delivered. What is the single most persuasive idea we can convey? At any time of day, when you are feeling hungry, yet you don’t have the time to drive to a restaurant and order, sit down and eat. Waitr is there to assist. Why should they believe it? Waitr is the service at any time of day or night that is available at your beckoned call or online order. Are there any creative guidelines? A poster promoting Generation Z as the new generation to be making a difference in the way food is ordered and delivered through the digital world with an online app.

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The Poster for Generation Z

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Conclusion Even though Waitr is still a fresh new idea and business. It has introduced to the world what an online food ordering and delivery service should be. With the understanding that the app service is to assist restaurants in increasing their sales to those who do not visit restaurants often. Waitr has helped restaurants open this door and improve their revenue and making their businesses successful. When Waitr and the other online food ordering and delivery services began, they began with the Millennial generation. Now we have Generation Z growing up, starting college and the workforce. Unlike the Millennial generation, Generation Z was born with the digital age at hand. They are more app savvy and are ready to work these apps with no problems at all. With the facts that Generation Z spends more time on smart phones, online through, YouTube, Social Media, NetFlix, Hulu, and many of the other services online. With the findings through research that Generation Z loves to stay at home and prefers food delivered to them. It is only good reasoning that Waitr is the perfect service for them to use. Therefore, targeting the Z generation makes more since for Waitr to create a strong marketing strategy of intent to targeted the profile of Generation Z through Social Media and app advertisements with posters, video advertisement, television advertisements.

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Reference (2017) Edward Low Foundation, Waitr Inc., (Retrieved 09/17/2018), http://edwardlowe.org/waitr/ (01/31/2018), Thrive, Wining, Dining, The First Person with Chris Meaux, (Retrieved 09/17/2018), http://www.thriveswla.com/Blog/BlogDetail.asp?p1=7016&p2=33322&p7=3006 Guest Author, (February 2018), QSR, How Generation Z with Change the Restaurant Industry, (Retrieved 09/17/2018). https://www.qsrmagazine.com/outside-insights/how-gen-z-will-change-restaurant-industry Taylor, J., (2017), MNI Target Media, Marketing to Generation Z, (It’s time to Forget about Millennials), (Retrieved, 09/17/2018). https://www.mni.com/generation-z-marketing.html godsdog, (January 2, 2017), Medium, Home Food Delivery, Gen Z, Millennials and Their Values Will Define the Market. (Retrieved, 09/18/2018). https://medium.com/@godsdog/home-food-delivery-gen-z-millenials-and-their-values-will-define-the-marketbcd094247396 Testa, G., (01/24/2017), Toast Restaurant Blog, 7 Food Delivery Trendrends that Scream, “Start Delivering.”, (Retrieved 09/18/2018). https://pos.toasttab.com/blog/7-restaurant-delivery-trends-that-scream-start-delivering Lien, T., (March 17, 2017), Los Angeles Times, How Food Delivery Apps Have Changed the Game for Restaurants, (Retrieved 09/18/2018). http://www.latimes.com/business/technology/la-fi-tn-app-restaurants-20170313-story.html

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Anderson, Linda_WK1 Marketing Plan  

Assignment from IMC

Anderson, Linda_WK1 Marketing Plan  

Assignment from IMC

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