Piesanos

piesanos PINTS & PIES Presented by Abduco

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TABLE OF CONTENTS Agency Philosophy............................................... 4 Meet Abduco........................................................ 5 Executive Summary.............................................. 6 Industry Analysis.................................................. 9 Company Analysis..............................................13 Competitive Analysis.........................................16 Consumer Analysis.............................................19 Research.............................................................23 SWOT...................................................................27 Marketing & IMC Plan.......................................28 Advertising..........................................................34 Mobile Application.............................................36 Direct Marketing................................................38 Public Relations.................................................40 Marketing Plan...................................................42 The Marketing Mix.............................................44 Creative Brief......................................................52 Creative Offerings...............................................56 Media Plan..........................................................71 Plan Evaluation...................................................82 Timeline...............................................................83 Budget.................................................................84 Appendix.............................................................85

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AGENCY PHILOSOPHY

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Abduco in Latin means “a strong leader�. This is the mantra of our agency. Abduco is a team fueled by strong leaders with creative minds full of curiosity and intellect.

Our culture is all about collaboration and connectivity, which enables us to brainstorm out-of-the-box ideas and form ground-breaking campaigns for our clients.

Our team of millennials have a strong understanding of this modern, fast moving and technologically advancing era, which fosters our ability to produce cutting edge ideas with a strong understanding of this market.

Abduco’s philosophy is to act as the mind for the client. This means not only living and breathing their brand, but also truly feeling their passion to run their business. Aside from the professional aspect, this means being the group of people the client chooses to take out for a beer or two on a Friday night.

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MEET ABDUCO

Abby Reiter

Emily Sell

Lauren Kane

Nicola Gregory

Samantha Kafka

Amanda Arps

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EXECUTIVE SUMMARY

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The objective of the campaign is to analyze Piesanos Pies and Pints as an industry, where it lies within the market and its demographics and competitors. Using secondary research, Piesanos internal and external strengths and weaknesses as well as its opportunities as a company were compiled. This demonstrated the areas of improvement for the company as a whole.

The information collected demonstrates Piesanos’ unique position within the market because of its convenience and product selection. Although Piesanos is not the cheapest compared to its competitors, the quality of food is on par with its prices. The experience at Piesanos is incomparable to most Italian dining experiences.

Although Piesanos is extremely distinctive, they lack when it comes to marketing and promotions. Its competitors offer reward programs and discounted specials, something Piesanos does not currently do. However, implementing these promotional incentives can be beneficial to getting customers into the restaurant. The foot traffic can help bring in new customers as well as develop and continue a loyal customer base. The convenience and specialties Piesanos offers is an aspect that closes the point of differentiation with competitors. Piesanos proximity to the University of Florida campus and heavy passing traffic gives it an advantage over other competitors, being the closest sit-down Italian restaurant to the campus.

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The target market is the Greek life student population ages 18-24 of Gainesville, Florida.

This market is preferably health-conscious and prefers quality food. They prefer a healthy lifestyle as well as value family and the community around them. This particular demographic presents many opportunities for Piesanos to focus its marketing efforts on throughout the year. Generally, those who are involved in Greek life tend to be students within a higher income bracket that can afford the substantial price of dues each semester.

These students tend to dine out more frequently and often have higher discretionary income, or financial support from their parents, which appeals to Piesanos’ ideal price point. Understanding how this target market works is crucial to figuring out how to influence them to dine at Piesanos.

Directing these promotions towards the target market can help develop opportunities for Piesanos. Creating rewards programs and utilizing opportunities via technology can influence interest in the target market through social media outlets such as Instagram, Facebook, and Snapchat. Students often are driven by social motives when choosing to eat out. Printed materials will feature discounts, events and current Piesanos specials.

With these suggestions and the campaign, Piesanos’ will grow exponentially and sales will increase within the target market. The goal is to position Piesanos as a place for students to dine for healthy quality food and a memorable experience.

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INDUSTRY ANALYSIS

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According to IbisWorld, the Italian restaurant’s industry is mature with high competition and medium barriers to entry.

The industry is steadily recovering due to the improving economy and increased consumer spending over the past few years. The industry report showed that consumers show a preference for quick-service pizza stores, rather than traditional sit-down pizza restaurants. Other factors that offset rising demand include the increasing trend towards health consciousness, in addition to rising competition from supermarkets and fast-food restaurants. Revenue is expected to continue growing over the next five years, which can be attributed to rising disposable income and higher levels of consumer spending.

IBISWorld estimates that from 2015 to 2020, industry revenue will grow by 1.9 percent annually and to 67.4 billion dollars, encouraging new companies to enter the industry. Industry enterprises during this time period are expected to increase by 1.6 percent annually.

Despite steady growth in the industry and among operators, alternative food-service providers will continue to be competition to the Italian Restaurant industry (IBISWorld, 2016).

In 2015, segmentation in the industry was 60 percent pizza restaurants, 25 percent quickservice Italian restaurants, 10 percent full-service Italian restaurants, and 5 percent other Italian restaurants. Piesanos is a part of the full-service Italian restaurant segment.

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Health consciousness is becoming increasingly important to consumers who are conscious of fatty-food intake and issues regarding food-safety. IBISWorld pinpoints this increase in the healthy eating index as a threat to restaurants in this industry that are not aware of these concerns. A shift in consumer preferences has led to more consumers trying quick-service and fast-casual with the intent of getting food on-the-go. This change in preference has come at the expense of full-service Italian restaurants, which typically attract customers from households earning over 100,000 dollars annually.

This industry has faced significant challenges over the years, such as consumer spending decreasing drastically during the recession up until 2009. This decrease can be attributed to the economic downturn, but per capita income and, in turn, spending has shown steady growth. The main challenge of Piesanos being a full-service Italian restaurant is the desire for consumers to grab a fast and convenient meal from quick-service restaurants. This is especially relevant in the Gainesville market, which is saturated with busy, on-the-go students who may not be considering to sit down and spend the extra money. However, industry recovery has been uneven, with higher end restaurants and corporate operators benefiting more than the industry’s nonemployer population.

Although the industry’s demand has been increasing, higher food and beverage costs prove to be another challenge facing restaurants. While many full-service Italian restaurants, such as Piesanos, focus on the quality of ingredients, industry operators continue to purchase high-quality food inputs despite rising costs.

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In addition, full-service operators tend to face a high turnover rate in this industry, due largely to little time for rest and leisure for full time owner-operators. Also, inadequate operational and administrative experience proves to be a challenge among full-service Italian restaurants as well.

Companies in this industry should pay attention to consumer inclinations, while attempting to take advantage of preferences and recent trends. Italian restaurants can accommodate to health-conscious consumers, in order to obtain a competitive advantage among competitors. Consumers have increasingly been choosing organic food and fresh produce over food that is high in fat, salt, and sugar. Menu diversification has been taking place due to this health trend that companies cannot continue to ignore. Many Italian restaurants have begun to offer more salads, flatbreads, whole-wheat and gluten-free crusts, as well as locally grown produce. In addition, high-end pizza restaurants are now offering more gourmet items with organic ingredients in order to attract these health-conscious consumers. Despite the high turnover and heavy competition, this industry has grown over the past five years and shows potential for the future.

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COMPANY ANALYSIS 13

Piesanos Stone Fired Pizza, a spin off ‘paisanos’, from the Italian phrase meaning “friend from the same neighborhood” was established in September of 2009 when it opened its first restaurant, located on NW 43rd St. in Gainesville, Fla. Since then, its popularity and name have grown successfully expanding into two additional Gainesville locations. Piesanos opened its second restaurant in June of 2011 located on Archer Road. Not too long after that, continuing its success, a third Piesanos restaurant was opened in August of 2014, which is located on University Avenue, just steps from the University of Florida campus.

Piesanos prides itself on its family friendly style, full service quality, unique and delicious granite stone fired pizza.

Piesanos not only specializes in its exclusive menu options, including gluten free options, but each location is also equipped with a full liquor bar. The newest restaurant located on University Avenue calls itself ‘Piesanos Stone Fired Pizza Pints & Pies’ offering an expansion to its menu by being the only location of the three to have forty plus craft brew beer selections.

Piesanos Stone Fired Pizza believes in working under a company culture of creating a positive work environment where each and every customer and employee is treated with respect. They believe in striving to provide the best quality food and service possible to its customers to ensure all around satisfaction. With its successful reputation and exceptional stone fired pizza assortment, Piesanos mission is to provide the Gainesville community a consistent and great experience when dining at any of its locations.

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The restaurant industry currently in Gainesville is perfect for Piesanos. The restaurant’s expansion to three stores was a great idea considering the geographic relation to one another. Piesanos opportunity to grow is extensive as they currently occupy a large part of the market. The cultural trends of happy hour and craft beers has been adapted by Piesanos. Offering happy hour and other types of promotions for students allows them to hit its target market at this location.

The Piesanos University location targets college-aged students who are considering a place to eat and drink socially. This opportunity puts Piesanos in the minds of students. The location of Piesanos deters students from coming to this location since they are inside a hotel. This weakness will be overcome by promotions and events. The two other Piesanos locations are family friendly however, are much further distances from campus. With Piesanos reputation for great food and atmosphere, students will be heading to the restaurant for food and beer. The opportunity to be a sit-down restaurant so close to campus is a strength that sets Piesanos apart from other quick serve restaurants in the area.

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COMPETITIVE ANALYSIS 16

The Italian restaurant industry in Gainesville faces various competition. Piesanos greatest competitor is Leonardo’s, which is located directly across from its University Avenue location and just one block from the University of Florida campus.

Other principal competitors include Big Lou’s, Francesca’s, and Napolatanos. Piesanos proximity to campus and heavy passing traffic gives it an advantage over other competitors, being the closest sit-down Italian restaurant to campus. This also makes it easily available to both UF students and the local Gainesville residents. Apart from its nearly identical location, Leonardo’s is known for its Chicago-style pizza and convenient counter-side ordering. Piesanos, on the other hand, offers granite stone-fired pizza and table service.

Both offer a full menu of Italian-style dishes, including calzones, pastas, salads, and rolls.

Although Leonardo’s may be the major competitor, Piesanos other direct

competitor is Big Lou’s NY Style Pizzeria.

With this being said, Big Lou’s has a different business model than Piesanos. Although its menus both center on pizza, Big Lou’s is a more casual sit-down restaurant. The restaurant features simple wooden tables, plastic red-and-white checkered tablecloths, and paper plates. ln comparison, Piesanos has mahogany tables and an extensive craft-beer and wine selection.

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Piesanos is a larger restaurant centered on its unique servers and dine-in experience. Big Lou’s, on the other hand, caters to carry out customers because its location does not allow ample dine-in seating. Nevertheless, it is still Piesanos competitor, due to its similar menu options and Italian-style cuisine.

Piesanos also has to account for pizza-delivery franchises like Domino’s Pizza, Papa Johns and Gumby’s. These fast-food style chains all sell pizza on its menu, in addition to pastas, wings, and dessert options. Especially in a college environment, delivery franchises are very popular due to the convenience and budget conscious options. These restaurants also offer late-night delivery, which appeals to the bar and club crowd.

Overall, Piesanos has a competitive edge when it comes to the competition because it provides the highest quality italian food in the Gainesville area for UF students. Piesanos commitment to using only the freshest ingredients in its dishes, means it never sacrifices quality for convenience.

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CONSUMER ANALYSIS

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With Piesanos standing in a prime location in the heart of University Avenue just outside of the University of Florida, a large percentage of this consumer base will include UF students.

As well as other students in the Gainesville area, middle and upper-class families also occupy a portion of this consumer base. Piesanos attracts people who enjoy sitting down in a sophisticated, comfortable setting. Piesanos’ loyal customers appreciate the appealing atmosphere and intimate ambiance. These customers are not looking for efficiency, but are rather seeking to enjoy a sit-down restaurant experience with friends or loved ones. In terms of the University of Florida students, the student’s ages range from 18-24. These ages include both undergraduate and graduate students. Students often are driven by social motives when choosing to eat out.

According to FSW Seasoned, 18-24 year olds eat and drink out of their homes more often than any other age group.

Generation Y, those born after 1978, tend to eat more often at pizza restaurants. According to Business Insider, 53 percent of the group goes out to eat once a week compared with 43 percent of the general population.

Furthermore, 71 percent of millennials dine out once a week at “casual dining” establishments.

College students care more about “fresh, less processed and with fewer artificial ingredients,” rather than counting calories. Young customers are also more likely to visit restaurants that take part in social responsibility.

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They also prefer restaurants to be fast-casual, meaning they sit down in a casual restaurant setting and have quality food at fast food speeds. Millennials make up to 51 percent of fast casual customers.

In terms of dining habits of students, they tend to eat out often due to convenience, a lack of time, and a lack of knowledge on how to cook. Due to the low budget that college students often have, cost is a big concern when dining out. Students often look for coupons or deals in order to save money. Happy hour and drink specials tend to draw students into restaurants.

Piesanos also caters to a family-friendly environment. Although older generations tend to eat out less than millennials, smaller family households tend to eat out more often than larger family households according to FSW Seasoned. This is because the smaller the family, the less expensive the bill will be.

In relation to the dining habits of families, it is important to them to find a family-friendly environment. Parents often appreciate when the restaurant has a children’s menu to keep them entertained. According to The Atlantic, in terms of upper-class and middle-class families compared to lower-class families, the richest quintile spends about four times as much as the poorest in general, but spends six times as much on alcohol, five times as much on dining out, and three times as much on food.

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The article presented in The Atlantic strongly states that the most important difference between rich families and poor families, when it comes to food spending, is not really what they eat, but where they spend their food money.

Good food, service and atmosphere is important to both demographic groups. Both Gainesville students as well as families care about the experience of a restaurant.

Although price remains an issue for students, good quality matters to both demographics.

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RESEARCH

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Abduco advertising created a 32 question survey and recruited people in the target market to participate through social media. The Qualtrics Survey Software was used to construct the survey. Responses were generated from 104 participants that fit the target market closely. The survey consisted of mainly multiple choice questions. A majority of participants are students in Gainesville between the ages 18 and 25, which is relevant for Piesanos’ campaign. In addition, 71 percent of respondents are involved in Greek life or a service organization on campus.

The survey results showed that many students in the desired target market partake in brunch. This is a popular trend among college students, and many people are attracted to restaurants simply for the brunch menu on the weekends. Seventy-nine percent of respondents eat brunch one to four times per week. In addition, 68 percent of people surveyed said that if Piesanos introduced a brunch menu, it would bring them into the restaurant. By offering unique menu items, restaurants are able to differentiate themselves and attract new customers.

Piesanos’ target market is the Greek life student population ages 18-24 of Gainesville, Florida. According to Global Trend, 18-24 year old students dine out more frequently than any other age group.

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Additionally, one survey question asked participants why they have not dined at Piesanos, and 42 percent responded that they were simply not aware of it. This was a huge discovery because it showed us that a weakness with Piesanos is its advertising, especially among social media, which is the best way to reach the desired target market.

Facebook Instagram

According to the survey, & are the most popular among respondents. Ninety-five percent of respondents use Instagram, and 87 percent of participants said that they would be more likely to try Piesanos if they saw it featured on an Instagram food application.

This research shows that Instagram would be a good media to exploit, which is why the social media efforts are focused on that platform as well as Facebook.

Additionally, it was found that drink specials are extremely important in attracting guests in college markets. Many college students at UF are aware of the daily drink specials that exist around the area. Eighty-two percent of those surveyed said that happy hour specials would influence their decision to dine at Piesanos. Sixty-nine percent of people also said that drink specials influence their decision to eat at a particular restaurant. In terms of attracting new customers that are college students, drink specials are extremely important.

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Survey results also show that loyalty cards are a great way to generate repeat customers in addition to creating relationships with consumers. About a quarter of respondents indicated that they had not dined at Piesanos due to its prices. By implementing loyalty cards and student nights, restaurants create incentives for customers to continue returning to the restaurant. A majority of respondents, 76 percent, said that a loyalty program would make them more inclined to eat at Piesanos.

Finally, the results indicate that health consciousness is a growing trend in the food service industry. A total of 80 percent of respondents in the target market specify that they are either somewhat likely or extremely likely to be health conscious when dining out. According to Arctic Apples, one of the most prominent trends among millennials are their interest in convenient yet healthy food choices when dining out. According to USA Today College, 46 percent of all students on campuses are trying to lose weight. Due to this trend, many restaurants are repositioning themselves as healthier brands. Piesanos should position themselves as an Italian restaurant with healthy food items. In order to do so, Piesanos should have a healthy options menu, offering a few alternative gluten free or organic options in order to attract vegan and health conscious students in the Gainesville area.

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SWOT Strengths: •Location •Granite oven •Quality ingredients •Large venue, ample seating •Comfortable atmosphere •Assortment of beer •Large menu •Owned by people from the community

Opportunities: •Social media presence •Brunch menu •Drink specials •Direct Marketing to students & sororities •Sales promotion/advertising •Event marketing •Partnerships

Weaknesses: •Adjoined to the Holiday Inn •Social media presence •Brand recognition •Lack of sales promotion/advertising •convenience •Lack of student customers

Threats: •More convenient competitors •Saturated market •Demographic priorities such as students wanting price and convenience

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MARKETING & IMC PLAN

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Target Audience: The target audience for Piesanos Pints & Pies in Gainesville, Fla. is University of Florida’s Greek life students, ages 18-24. Approximately 5,200 or 15 percent of current UF undergraduates are members of either a sorority or fraternity.This group of organizations includes members of the Interfraternity Council (IFC), Multicultural Greek Council (MGC), National Pan-Hellenic Council (NPHC), and the Panhellenic Council. This particular demographic presents many opportunities for Piesanos to focus its marketing efforts on throughout the year. Generally, those involved in Greek life tend to be wealthier students that can afford the substantial price of dues each semester.

These students tend to dine out more frequently and often have a higher discretionary income, provided by the financial support of their parents. These students would rank quality of food, atmosphere, and convenience in terms of location and hours as higher priorities.

Goal: To increase sales by 11 percent within the next 12 months.

Positioning: To communicate that Piesanos is the best option to eat out for college students, primarily Greek life, because of its freshest ingredients and top quality dishes. Due to lack of awareness and communication of its strengths, Piesanos could benefit from both an update from current resources (social media platforms and happy hour specials) and a creation of new promotional items (DM check-ins and on-campus marketing).

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Promotionional items and events: Hosting promotional events and distributing promotional items are a way for a company to distinguish its brand.

Promotional events and items do everything for a company from increasing awareness, knowledge, brand association, and creating media buzz and word of mouth. These promotional events and items would grant consumers the opportunity to interact with more concrete points.

Whether that is becoming more invested in the brand, interacting with the employees or experiencing its facilities, wearing the company logo and or sampling its products; promotional events and items provide the opportunity for personal contact and connection between the business and the consumer. A great way to increase Piesanos brand would be to host promotional events such as, “Wine Wednesdays” where you get half off a bottle of wine for the table. In addition, Piesanos will continue to host the Gator Talk Radio Shows featuring the University of Florida’s football and basketball head coaches. For promotional items, Piesanos will have additional advertising from items such as water bottles, tanks and coozies. Free items and apparel are great incentives for college student’s attendance, therefore, this will significantly increase Piesanos’ brand awareness among the student population.

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Since these events tend to be more personal and interactive, it can be directed more towards the student population than other media. When attempting to attract more students, promotional events and items are extremely beneficial as they are a great way to advertise and create buzz about a product and or company.

Problems: Investing time, money, management and other resources to hold these events or acquire promotional items may be expensive and may not be easy to measure in terms of return on investment.

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Campaign Objectives First Objective: Increase awareness of Piesanos by 10 percent among Greek life students by December 2017.

Strategy: Increase local advertising and community efforts.

Tactics:

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Advertise Piesanos’ website, location and main selling points in the local papers such as The Independent Alligator and The Odyssey

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Promote Piesanos on campus through printed materials and free samples

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Give back to the community to promote positive publicity through Dance Marathon, Greek philanthropies, and UF Student Government events

Campaign Objectives Second Objective: To increase consumer interaction and build productive consumer relationships

Strategy: Update online efforts to include more relevant information and photos

Tactics:

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Update its website including: content, Search Engine Optimization, organization and community photos

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Update its promotional materials to give out to prospective customers

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Increase its social media presence to amplify its word of mouth advantage

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Events to involve and target the target demographic

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ADVERTISING

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The goal of the advertising strategy is to take more of a proactive approach to create awareness of Piesanos and its location in the target market of University of Florida Greek life students ages 18-24 years old.

The advertising efforts will be centered around print advertisements and internet ads.

Print advertisements will be placed in local campus newspapers such as, The Independent Alligator and The Odyssey. Internet ads and banner ads will be placed on UF affiliated websites such as, Gatorzone.com as they have advertisements and promotions at the UF basketball games already in place. Banner ads would also be placed on food delivery websites in the Gainesville area which will increase its search engine optimization. For the 2015 Gator football season, Piesanos Pints & Pies hosted University of Florida’s Head Football Coach, Jim McElwain, every week at its restaurant for an appearance with Gator Talk. The restaurant also welcomed head coach McElwain and the Gator Talk crew over eleven times over the course of last year’s football season. Overall, these approaches will increase the awareness and publicity of the Piesanos’ brand among UF Greek life students.

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MOBILE APPLICATION

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According to Entrepreneur, millennials check their phones 43 times a day.

In doing so, they are often using mobile applications when using their phones. This is why it is suggested that Piesanos create a mobile application for convenience and competitiveness within its target demographic. This mobile application would have a menu so students can order their food for take out, coupons, a game to keep guests entertained while waiting for their food, as well as integrate personalization among customers. In fliers there will be a quick response (QR) code for students to receive deals and discounts as well as interact with the Piesanos.

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DIRECT MARKETING 38

Direct marketing will play a large role in creating loyalty among the target market and is where the focus on selling directly to the consumer will take place. Social media is the main outlet, which can help fulfill the marketing objective. With the growing importance of social media in today’s society, this is the most effective and fastest way to reach a large portion of the target market. Social media is a direct, more personable way to reach consumers and build relationships with them. One of the main tactics is Instagram. With Instagram being the growing trend among the target market, the Piesanos account can be expanded and updated, promoting food and drink specials each week. Posts about the unique bar options and forty plus craft beer tap options will be advertised and the “Beer of the Week� will be featured and updated weekly.

The Piesanos Instagram account will increase awareness and create buzz about what the restaurant has to offer as well as the unique variety of craft beer tap options; only available at the University Avenue location. The Instagram account and geotag options, will also allow the restaurant to be featured on various student-run food blogs and user accounts.

Piesanos should create a stronger online presence among these platforms including Facebook and its website. Piesanos should use these social media sites to keep in contact with customers and display products, events, promotions and special offers. Short, entertaining advertisements can be created and posted on social media outlets in order to raise awareness and create buzz about the restaurant through various sharing capabilities.

These efforts would lead to stronger relationships, in addition to higher brand awareness.

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PUBLIC RELATIONS

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The goal of the public relations strategy is to maintain Piesanos image of a family- friendly and quality restaurant while reaching out to the local community and increasing philanthropic efforts.

This will create awareness of the restaurant, loyalty and a good reputation among the community. Attaining trustworthiness and a positive image can be done by participating in community events, sponsoring charity events and actively building relationships with consumers.

Dance Marathon at the University of Florida is a massive philanthropic event with 30 participating UF organizations. All thirty of these organizations are encouraged, if not required, to attend local shops and restaurants for ‘DM hospitality nights/check-ins’ where 10 to 20 percent of that particular night’s proceeds go back to Dance Marathon.

Involvement in philanthropic events and relationships with local people in the area is a great way to foster goodwill and build brand loyalty. Therefore, being only steps from UF’s campus, hosting a Hospitality Night at Piesanos on University Avenue would be the perfect way to increase awareness, recognition and a charitable brand image.

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MARKETING PLAN

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Target Market For this campaign, the primary target market will be University of Florida students active in Greek life. The secondary target market will be college students ages 18-24 living in Gainesville. Although families and hotel patrons are vital to Piesanos’ current business, it is imperative to target UF students and increase foot traffic and brand awareness among the campus population. The marketing objective is to increase sales by 11 percent within the next twelve months. The advertising objective is to increase awareness of the Piesanos brand by 10 percent among UF students.

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THE MARKETING MIX 44

Product: Piesanos uses the freshest ingredients available and utilizes grande brand premium mozzarella, provolone & romano cheeses. The dough is made fresh daily and all pizzas are baked in a unique, granite stone-fired pizza oven. Unlike regular ovens, the granite stone ensures a perfectly even cooked pizza with a crisp texture. Piesanos is known to be the only restaurant in Gainesville that uses this handcrafted oven, which clearly differentiates the Piesanos brand from other restaurants in Gainesville. Since Piesanos pays more to ensure the best quality ingredients, it is not willing to negotiate the price of its products. Piesanos would rather make a product beautifully crafted with care than lower its price to compete with other Italian restaurants.

Position: Authentic Italian dishes rooted in highest quality healthy ingredients. The granite oven allows Piesanos to make a unique and perfectly baked pizza. By dining at Piesanos, customers can be sure to receive only the healthiest and best quality.

Recommendation: It is recommended that Piesanos positions itself as a restaurant that ensures quality over convenience as well as cares about the health of its customers. Meaning, Piesanos should offer healthy choices to its customers. It also recommended to expand the restaurant’s promotional items as well as social media platforms to generate interest to try the product.

By doing so, it can generate more people to sample the product and therefore, increase consumer awareness. This increased customer satisfaction of the product will create more foot traffic in the future.

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Rationale: Piesanos is innovative with its granite oven and unique ingredients enough to be competitive with other local Italian restaurants, but it needs to expand its communication with potential customers in order to better communicate the benefits of its product. The key will be having potential customers come through the door to try to the product for the first time.

Price: As Piesanos uses only the highest quality ingredients in its dishes, the prices at Piesanos are slightly more expensive than the average Gainesville restaurant. Piesanos prides itself on the quality of its ingredients and unique granite stone-fired oven. They are willing to charge a higher price point in order to ensure the most authentic experience. Thus, its average entree price ranges from 10 dollars to 20 dollars. Piesanos’ objective is to have customers realize they are spending a bit more in order to enjoy a higher quality product.

Position: Most other Italian restaurants in Gainesville focus on convenience rather than quality, which leads to a cheaper price. Piesanos positions itself as a better quality product in comparison to its competition. Napolatanos, a similar restaurant experience to Piesanos, positions itself at a very similar price point. Also, Big Lou’s, Domino’s, Papa John’s and Gumby’s are all indirect competitors to Piesanos with a far lower price point and less quality ingredients.

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Recommendation: Piesanos should not change the prices of any of its current items. Due to the fact that Piesanos is positioned as a restaurant with high quality ingredients, consumers would be skeptical if the prices of the products changed drastically. Instead, Piesanos should keep its current prices and utilize promotional items to offer certain happy hour specials and coupons that will attract UF Greek life students.

Rationale: By offering more of an incentive for UF Greek life students, they will be more likely to come back to Piesanos with friends and family. If these students have a certain discount when it comes to price the first time they attend Piesanos, there is a great possibility these students will fall in love with the product and will not be as concerned with price the next time around.

Placement: The University Avenue location will receive the focus of the marketing research. Its close proximity to campus is perfect for UF students to walk or bike over after a long day of class.

Also, its location is extremely close to sorority row, which is a great attraction for sorority women and their families when they come to visit. Greek students and their families tend to be wealthier socioeconomically, therefore the prices at Piesanos will not affect these families, compared to other customers in Gainesville.

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Position: Convenient location from the University of Florida campus and sorority row. The restaurant is located in the heart of student life by sitting perfectly between midtown and downtown. It is in a far more convenient location for students rather than its direct competitors, such as Napolatanos located on NW 75th St.

Recommendation: Keep the grounds well-maintained and promote its convenient location. Piesanos wants to mention its close proximity to the UF campus as well as sorority row. It may not be ideal to mention that Piesanos is located in midtown because it may be misleading.

Rationale: By promoting its convenient location, Piesanos is demonstrating an aspect of convenience.

With higher than average prices, it is imperative to convey a close location to popular student housing and UF classrooms.

Promotion: Through on-campus marketing, students can try free samples of pizza in highly populated UF student areas such as Plaza of the Americas or Turlington. As Piesanos partner Joel stated, “The product sells itself.� To help bring in more budget-conscious students, happy hour specials during the week would be a positive addition to the Piesanos menu. By having happy hour specials

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between the hours of 4 pm and 7 pm, students getting out of class or work will be more inclined to head over to Piesanos for some pints and pies. Student discounts can also be applied. For example, if a student shows their UF Gator One student ID card between the hours of 4 pm and 7 pm, they can get a personal cheese pizza for $5.00 rather than its usual cost of $6.99 (with additional toppings costing $0.75 rather than $0.89). As students on a budget greatly appreciate discounts, this slight change in price during an allotted time slot will attract more UF students, without sacrificing Piesanos business plan.

The University Avenue location is the perfect location for Dance Marathon check-ins and Hospitality Nights. At both of these events for Dance Marathon, UF students in sororities and fraternities are required to go to certain restaurants, check in for either their sorority or fraternity and purchase meals between a certain given time. In return, a percentage of those sales will go back to support Dance Marathon. Because some sorority and fraternity houses cancel dinner that night, these check-ins are highly popular and very profitable for the restaurants involved.

With the location of Piesanos, students can simply walk or bike from sorority row and or UF’s campus.

This location is far more convenient than traveling to traffic-prone Archer Road restaurants such as, Blaze Pizza or Zaxby’s, which are current restaurants used for Dance Marathon check-ins. Furthermore, all of the promotional strategies included in the campaign will be specifically targeted towards a “university town.” Additionally, a loyalty/rewards card would

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greatly benefit Piesanos. For example, if customers eat at Piesanos ten separate times, the 11th visit could include a free personal pie. This loyalty card will attract people to the restaurant and act as an incentive for students on a budget.

In order to follow suit with the health trend among millennials, Piesanos should have a separate menu titled, “healthy options.� This menu would feature salads, low calorie dishes, juices, as well as gluten free and organic dishes. Piesanos can promote its healthy initiatives through social media and print ads. Such promotions will include pictures of savory healthy dishes with catchy captions, enticing students to dine there.

Position: Piesanos wants to position itself more as a brand that targets the UF Greek community.

Piesanos wants to utilize as many promotional tools as possible to help to create awareness and brand recognition among Greek students.

Recommendation: The recommendations of on-campus marketing, happy hour changes, student discounts and Dance Marathon check ins/Hospitality Nights will generate word of mouth and will continue a loyal customer base for years to come.

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Implementing these changes and additions will allow Piesanos to build positive relations with its potential customers and the UF community through these marketing and philanthropic efforts.

Rationale: To strongly revamp the brand image to target more UF Greek life students. Similar to its competitor, Blaze Pizza, the goal is to make the Piesanos website more consumer friendly, up-to-date and visually appealing. Social media platforms need to be interactive and enjoyable for its consumers in order to keep the attention of its potential customers.

Unique Selling Proposition Piesanos puts quality at the forefront of its business. Being the only restaurant in Florida to have a luxury, granite stone-fired oven ensures delicious pizzas and customer satisfaction every visit. This one of a kind oven allows for a crisp texture and pulls moisture out of the dough to ensure even cooking throughout every one of its pizzas. The combination of fresh ingredients, exceptional quality and excellent customer service allows them to create unique and original products with an unforgettable experience.

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CREATIVE BRIEF

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Key Fact: The majority of the target audience was not aware of Piesanos and a third of respondents were not aware of the Piesanos brand.

Problem Statement: University of Florida students are always seeking a moderately-priced restaurant, that never sacrifices quality or convenience. Yet, the majority of students are not familiar with the Piesanos restaurant.

Objectives Marketing: To increase Piesanos sales among UF students by 11 percent within the next 12 months.

Advertising: To increase awareness of the Piesanos brand among UF students.

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Creative Strategy: A: Prospect Definition: Ashley is a junior at the University of Florida. She is a Public Relations major with a 3.6 GPA and sister of Tri Delta. She drives a 2016 white Jetta and her lifestyle is financially supported by her parents. For fun, she enjoys volunteering with her sorority’s philanthropy and going to midtown with friends. On the weekends she can often be spotted checking out the newest restaurants in town and taking advantage of half off moscato during happy hour.

Due to her large amount of discretionary income she either dines out for meals or eats at the sorority house. When choosing restaurants she seeks healthy options, drink specials, and quality ingredients. Due to her active social media presence, she also looks for meals that are “insta worthy” or posts them on her personal snapchat.

B. Principal Competition: Piesanos will be positioned against moderately-priced Italian restaurants in the Gainesville area. Top competitors include Leonardo’s, Big Lou’s, Francesca’s, and Napolatanos.

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C. Key Consumer Benefit: Piesanos provides the highest quality Italian food in the Gainesville area for UF students.

D. Reason Why: The most authentic Italian-style pizza in Gainesville.

Client Mandatories:

• Carry-over of Piesanos current logo

• Limited use of coupons

• Keep restaurant changes consistent with Holiday Inn specifications

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CREATIVE OFFERINGS

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Sales Promotion

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Sales Promotion

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Coupons: In order to encourage first-time customers to try Piesanos, various sales promotions will be available through special offers. Piesanos can advertise occasional promotional specials such as offering a free drink with the purchase of a pizza or other offers of that nature. This will encourage Gainesville residents who have not previously been to Piesanos to try it out.

These offers should be placed in coupons books such as, Gator Greenbacks and Gator Bucks. Coupons and promotional offerings can also be dropped off at various Greek and service clubs on and around campus as well as at organizational events, apartment leasing offices, and at sorority and fraternity’s philanthropic events throughout each semester. This would reach the student portion of the target market that is primarily unaware of Piesanos.

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Loyalty Program: Rewards cards and loyalty programs that offer free items, such as an appetizer or extra topping, after a certain amount of purchases would also create customer loyalty and encourage an increase in frequency of purchases. A major factor for students, when choosing restaurants in Gainesville is budget. According to our primary research, 71 percent of students are influenced by discount applications when choosing a restaurant and 24 percent of students indicated they have not dined at Piesanos due to its higher price margin. Our research also indicated that 76 percent of respondents also indicated that a loyalty program would make them more inclined to eat at Piesanos. Through a loyalty program, Piesanos could offer a free meal to customers, once they reach a certain number of meals or drinks. There would be a punch card that each customer would get. Every time the person eats food from the restaurant, they would receive a pizza stamp. Once the person reaches ten stamps, they would receive a free meal up to 25 dollars in value.

Student nights would also allow UF students to get a discount by showing their Gator 1 student ID card.

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Dance Marathon Hospitality Nights: Due to the high costs of being in a sorority/fraternity, budget may be less of a concern for these students. As a way to give back to the community, Greek Life students are encouraged to participate in Dance Marathon (DM) Hospitality Nights at restaurants and shops in Gainesville, where a portion of the money they spend goes back to the DM. As a marketing strategy and philanthropic opportunity, Piesanos could include itself on the list of one of these Hospitality Nights. The restaurant could further increase its awareness by offering free pizza at DM check-ins in Turlington plaza, as well as bringing promotional goods and food to the sorority and fraternity houses on campus.

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Sponsorships: In terms of sponsorship, it would be a great opportunity for Piesanos to partner with organizations in the community, such as Gator Growl, Gator Nights, Student Government Productions, Accent, Hillel and the Jewish Student Union. Piesanos could also partner with off-campus businesses like Study Edge and Tutoring Zone, which provide study services and exam prep to UF students. According to our survey results, 100 percent of students said they would visit Piesanos if they enjoyed the free samples given out on campus or through a campus organization. Another great location that draws a lot of students is Library West.

This would be an ideal location for Piesanos to hand out free pizza. In return for supplying free food and drinks, Piesanos would increase its brand awareness and give students the opportunity to try its product.

Specials: Primary research indicated that 70 percent of students are influenced by drink specials to dine out at restaurants and 82 percent of respondents said that happy hour specials would influence their decision to dine at Piesanos. Due to Piesanos’ extensive drink and beer menu, it would be a great opportunity for them to take advantage of this. Piesanos could host a trivia night with happy hour drinks for students, which would draw students into the restaurant through discounts and entertainment. In doing so, a new happy hour special from Monday through Friday from 4:00 pm - 7:00 pm will draw in the after work and after school hours crowd.

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Research also found that many students enjoy having brunch on the weekends. According to 68 percent of our respondents, creating a brunch menu would bring them in to dine at Piesanos. Many of Piesanos competitors already have brunch specials during the weekend, so it would be in Piesanos advantage to embrace this opportunity. Piesanos could create a brunch menu featuring items such as, peach bellinis, mimosas, bloody marys breakfast pizzas and specialty omelettes. This would not only keep up with its competitors, but differentiate Piesanos with unique menu items and drinks. The menu should include daily special such as “Eggplant Monday” or “Wing Wednesday” to entice students to dine at Piesanos.

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MOBILE APP :

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PRINT ADVERTISEMENTS:

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PRINT ADVERTISEMENTS:

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PRINT ADVERTISEMENTS:

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SOCIAL MEDIA: FAcebook, Instagram & Snapchat FACEBOOK

Facebook Cover Photo

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Instagram

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Snapchat

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MEDIA PLAN

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Key Media: The key media used in the campaign will be various forms of promotional items, social media, online advertising, printed materials and sponsorships all with strong focus on the University of Florida student body.

Objectives Reach: To reach 75 percent of University of Florida Greek life students by December 2017.

Frequency: To use promotional materials to reach 5,000 University of Florida Greek life students, four separate times by December 2017 using Google Analytics and Facebook Insights.

Strategies:

• Use Printed Materials to reach 10 percent of the target audience.

• Use Promotional Events/Items to reach 20 percent of the target audience.

• Use Online Advertising to reach 30 percent of the target audience.

• Use Social Media to reach 20 percent of the target audience.

• Use Sponsorships to reach 20 percent of the target audience.

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Tactics: Printed materials and advertisements will run continually throughout the year in student publications like The Independent Alligator and The Odyssey. They will feature discounts, events and current Piesanos specials. Promotional Events/Items will run through the fall and spring semesters and feature themed nights, such as “Wine Wednesday,� and the Gator Talk Radio Show. Additional advertising for Piesanos will be delivered by promotional items such as, water bottles, tanks and coozies. Online advertisements will occur from January to December and utilize Facebook advertisements, Facebook suggested posts, Google advertisements, food blogs, email marketing, behavioral targeting through cookies and search engine optimization. Social media will also run continuously and feature regularly updated Facebook pages and Instagram posts. Finally, sponsorships will occur in the fall and spring semesters and include partnerships with real estate properties, Dance Marathon, Gators March for Babies, Greek Philanthropies, University Athletic Association, Hillel, Gator Growl and many more.

Online Advertising Online advertising will play a vital role in creating top-of-the-mind awareness for Piesanos, as well as increasing demand among the desired target market. Research indicated that 42 percent of students have not dined at Piesanos simply because they were not aware of the restaurant. The restaurant’s lack of social media and online advertising is a weakness, as the target market is most easily reached and influenced by these media.

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College students are on the internet and their smart phones most hours of the day, which creates the perfect opportunity to reach them on these platforms. Due to the importance of Internet usage to college students, online advertising will be utilized constantly throughout the year. The platforms that will be utilized for online advertising are Facebook advertisements, Facebook suggested posts, Google advertisements, food blogs, email marketing, behavioral targeting through cookies, and search engine optimization.

Piesanos will implement frequent Facebook advertising, showcasing its happy hour and brunch specials in order to gain the attention of the primary target market. By creating Facebook ads with eye-catching content that is original and relevant to college students, Piesanos can become more relatable to the target market. This is important in creating lasting relationships and a feeling of being connected to the brand. In addition, Piesanos will implement behavioral targeting through the use of cookies in order to increase the effectiveness of the campaign through customized browsing behavior. Google Adwords and search engine optimization will also be utilized in order to promote traffic to the Piesanos’ website. Piesanos will also reach out to food blogs to generate interest among the Gainesville market. When asked if seeing an Instagram food blog featuring Piesanos would make them more likely to try it, 87 percent responded yes. By reaching out to Gainesville food bloggers that are trusted and popular among students, Piesanos can attempt to influence viewers both easily and effectively. Additionally, email marketing is another efficient method of online advertising for Piesanos. Not only will this generate new loyal

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customers, it will also allow Piesanos to reach them frequently through email marketing.

Piesanos should send a weekly newsletter by email advertising the specials they will be having that week, special discounts, and new menu items.

Problems: Problems with online advertising could be a low click-through-rate on Facebook advertisements if they are perceived as being less of social media and more of an advertisement.

Social Media: Social media is the most widely used among college students. Ninety-five percent of respondents use Facebook and 91 percent use Instagram. A company can greatly benefit from utilizing various social media platforms and by using social media regularly, a company can keep its audience engaged and interested. Piesanos should most definitely remain active on prevalent social media platforms. Instagram has become extremely popular among the target audience of UF Greek students. Students love to find restaurant’s Instagram pages and show their friends which restaurant seems to have the most appealing and appetizing dishes to try. UF Greek students commonly use Instagram to determine where they will go out to purchase a meal. Since Piesanos uses only the best ingredients to make specialty dishes, Instagram will be a great tool to show close-up pictures of various dishes.

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Also, it is crucial that Piesanos regularly utilizes its Facebook page to post any special promotions or deals. UF Greek students love to find out which restaurant has great deals with amazing new dishes to try. Students may also be inclined to share the Facebook page with one another if it is a restaurant they have not heard of before and would love to go out and try. Furthermore, it is not imperative to focus on Twitter because the majority of UF Greek students will not turn to Twitter when checking up daily on social media. It is more important to regularly update Facebook and Instagram in order to effectively reach the target audience.

Food blogs are experiencing a massive trend on Instagram and there has been a large millennial following on these photo blogs. Eighty-seven percent of respondents would be more likely to try Piesanos if they had a food blog on Instagram. A great opportunity for Piesanos would be if popular food blogs would post pictures of the food at Piesanos. Social media sites such as Facebook are a great way to spread word of mouth about Piesanos.

In order to expand Piesanos’ social media following, it is suggested to run a social media campaign competition to bring awareness to the restaurant. The campaign would be a competition where students would be instructed to post a picture of their food with the hashtags #Piesanos #Pizzaholic and as well a geotag to win a 100 dollar Piesanos’ gift card. According to the survey, word of mouth was the number one source students used for restaurant recommendations. One-hundred percent of respondents said they would give Piesanos feedback if there was monetary incentive to do so.

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Therefore, a strategy was formulated to encourage students to write reviews on online media such as, social media or Yelp. In this strategy, Piesanos would offer students a free dessert or a discount for writing a review online. Overall, this would create more awareness about Piesanos and drive students to the restaurant.

Problems: Not having the knowledge on how and what to post on social media can be detrimental. By constantly posting images that are repetitive or unappealing to its audience will result in a negative brand perception. It is also vital that the social media postings seem genuine and more light-hearted, rather than having the postings solely just trying to sell something.

Printed Material: Print advertising for Piesanos includes flyers that will be placed in midtown and around popular campus areas such as Turlington, Library West and the Reitz Union. The print ads will also be featured in The Independent Alligator and The Odyssey newspapers because both are very popular among the student body. These printed materials will be visually appealing to students and will include a coupon to entice them to try the restaurant.

Specifically, the printed materials will include copy that keeps up with trends and humor that students can relate to as well as information that matters to students when dining out.

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Problems: Some problems with print are that it is difficult to measure, meaning there is no way to know how many people have seen the ad and how many have chosen to go to the restaurant because of the ad, unless of course they bring in the coupon. Price may also be an issue because of the mass quantity needed to print the flyers and because of coupons that take off from the overall meal cost.

Sponsorships: Sponsorships can be an inventive publicity outlet for Piesanos. This is a highly effective way to gain exposure and awareness to the community and desired target markets.

Sponsorship is merging two brands together for benefit of the sponsor. This also goes hand-in-hand with event marketing and can be used year-round. Piesanos can better sell themselves with the sponsorship route and positively brand themselves through giving back to the community. Building relationships with the community is a great way Piesanos can benefit through sponsorships. These ideas range from personal interaction with customers to print sponsorship. The opportunities with sponsorship are exceedingly vast.

Many university organizations are willing to accept local businesses as sponsors but the difficulty is finding the right route to take. Potential partners include real estate properties, Dance Marathon, Gators March for Babies, Greek Philanthropies, University Athletic Association, Hillel, Gator Growl and many more. Dance Marathon is the largest and most successful student run philanthropy is the Southeastern United States. It is a year-long

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fundraising effort which allows for sponsorships and in-kind donations. This sponsorship opportunity would give Piesanos immense exposure and will allow them to have a major impact in the campus community. Dance Marathon accepts in-kind donations, fundraising efforts and food donations to feed participants at both the main event and community event. With the right organization such as Dance Marathon, Piesanos’ exposure through sponsorship can put the pizza directly in the customer’s hands.

Problems: The main problem with sponsorships is acquiring them. Sponsoring an organization or club is not simple. Many organizations require a sponsorship application and are not a quick fix for advertising. With sponsorships, the creative lead is often directed by the specific organization. This gives little room to decide what kind of advertising will be chosen and the results may vary. It is also very hard to track the exposure and the return on investment. By the same token, the length of sponsorship is dependent on the particular organization.

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TIMELINE

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BUDGET

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PLAN EVALUATION

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With the 25,000-dollar budget, we are allocating a large amount of that budget to cover high costs such as, sales promotion and advertising. Taking a more proactive approach in order to create awareness of the Piesanos brand will put them at the forefront of business against its competitors. In doing so, this budget will cover the cost of print and internet ads, mobile applications, direct marketing efforts and social media and lastly all public relations efforts such as, Dance Marathon. These strategies are not currently implemented into Piesanos marketing efforts, therefore, making these changes will increase loyalty, awareness, brand recognition and even philanthropic efforts for Piesanos.

Advertising suggestions include print ads placed in The Alligator and The Odyssey which are distributed around and picked up on campus daily. Banner ads will be placed on food delivery websites and Gatorzone.com. The purpose of these suggestions are that they will increase awareness and publicity among UF Greek and non-Greek life students.

Direct Marketing is all about selling directly to the consumers. Today, social media is the fastest and most effective way to reach millennials. Social media platforms such as, Instagram and Facebook will be used to promote weekly specials, updates and deals on behalf of Piesanos. The purpose of these suggestions would be to create a loyal fan base for the restaurant and to create stronger relationships between Piesanos and its customers.

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Publicity is extremely important in the restaurant industry in order to maintain a good reputation among the community, therefore, we want to maintain the image of Piesanos as a family-friendly and quality Italian restaurant. The public relations strengths we suggest are to mainly increase philanthropic efforts. In doing so, we will attain trustworthiness and a positive image. One of the strongest ways to accomplish this in order to attract UF Greek life students would be to get involved with Dance Marathon at the University of Florida. This event is highly recognized around UF and would be a great way to attract UF students to Piesanos by holding a “DM Hospitality Night and or DM Check-In� as attendance is required by each member’s sorority or fraternity. Not only will this create a charitable brand image for Piesanos but it will entice UF Greek life students to the restaurant therefore increasing awareness and familiarity.

Other suggestions that will cover the remainder of the budget are sales promotion events and ideas. These events and ideas are a way for a company to distinguish its brand. Giving away promotional tanks, coozies and water bottles to University of Florida students which all advertise the Piesanos Pints and Pies location will benefit word of mouth communication and help to create awareness about this particular convenient location. Checking analytical software such as, Google Analytics and or Facebook Insights, to see click rates, page views and downloads are other suggestions.

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APPENDIX

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SURVEY CONSENT FORM PURPOSE: The study will provide Abduco Advertising, an advertising agency associated with Dr. Starr’s ADV4800 course, with a better understanding of attitudes towards and behaviors concerning Piesanos. Your honest input is greatly appreciated.

TIME: The survey should take 10 minutes to complete.

COMPENSATION: Participation in the survey is voluntary. No compensation will be provided.

CONFIDENTIALITY: Your survey responses will be kept anonymous.

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BY SELECTING “I AGREE TO THE TERMS ABOVE”, YOU AGREE TO PARTICIPATE IN THIS SURVEY. q

I agree to terms and conditions.

q

I do not agree to terms and conditions.

Q1. What is your gender?

q

Male q

Female

Q2. What is your age range?

q

Younger than 18 q

18-20 q

21-25 q

Older than 25

Q3. Do you reside in Gainesville, FL or the surrounding area?

q

Yes q

No

Q4. Are you a student at the University of Florida, Santa Fe or any other school in Gainesville, FL?

q

Yes q

No

Q5. Are you involved in Greek life or a service organization?

q

Yes q

No

Q6. What social media do you currently use? Check all that apply.

q

Facebook q

Instagram q

Twitter q

Snapchat

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Q7. How many times per week do you dine out?

q

None q

1-2

q

3-4

q

5-7

Q8. Which meal do you dine out most frequently?

q

Breakfast/Brunch q

Lunch q

Dinner

Q9. Please rank the qualities you look for most in a restaurant. 1 being most important, 6 being least important.

q q

Dining atmosphere q Food quality Price q Convenience

q

Type of cuisine q

Service

Q10. Which Italian restaurant is your favorite in Gainesville?

q q

Leonardo’s q Amelia’s q Big Lou’s by the Slice Piesanos q Olive Garden q Pizza By the Slice q

Other

Q11. Which source do you use most frequently for restaurant recommendations?

q q q q

Word of mouth q Yelp q Google reviews Restaurant blogs (ex. “Ken Eats Gainesville”) Instagram Food Accounts Gainesville Word of Mouth- Facebook Page q Other

Q12. How likely are you to order non-entree items at a restaurant?

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q q

Extremely likely q Somewhat likely q Neither likely nor unlikely Somewhat unlikely q Extremely unlikely

Q13. On average, how much do you usually pay for a restaurant meal in Gainesville?

q q

Less than or equal to $5 q $15 or more

Between $5 and $10 q

Between $10 and $15

Q14. Do discount/deal apps influence your decision to eat at a restaurant?

q

Yes q

No

Q15. Do drink specials influence your decision to dine at a particular restaurant?

q

Yes q

No

Q16. Do food specials influence your decision to dine at a particular restaurant?

q

Yes q

No

Q17. How many times per month do you eat brunch?

q

Never q

1-2 q

3-4 q

5+

Q18. How likely are you to be health conscious when dining at a restaurant?

q q

Extremely likely q Somewhat likely q Neither likely nor unlikely Somewhat unlikely q Extremely unlikely

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Q19. How would you rate the importance of atmosphere when you are dining out?

Not extremely important 0

1

2

Neutral 3

Q20. Have you dined at Piesanos?

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q

Yes q

No

4

5

Extremely Important 6

7

8

9

10

91