The Nest Café Marketing Plan

The Nest Café

Marketing Plan

Table of Contents

Mission Statement 3

Product Introduction & Description & Target Market 5

Strategic Initiatives 8

Situational Analysis 10

Strategies/Tactics 15

Marketing Program 18

Financial, Budgets, Forecasts 24

Product/Service Evaluation 30

Appendix 33

Mission Statement

Nest Café founded in July, 2004, located in Bartlett, Illinois creates an extraordinary equal parts urban enclave and affable neighborhood café dining experience. Eat, drink and feel the love as you experience the distinctive dining entrance to The Venetian dining room, which is new to Bartlett, IL. Family owned traditions are consistent hallmarks of a restaurant that celebrates the very best by business owner's Gus and Nick, (Father) for over 40 years. Goals are to provide a loyal customer base with the highest level of service, focus on quality and special attention to details.

Nest Café

Mission Statement:

 The mission of Nest Café is to successfully provide healthy simple foods.

We provide Mediterranean cuisine with responsibility of a guaranteed

promise with the tradition of Nest Café's family's tradition of culinary

excellence.

Vision Statement:

 Focused on maintaining excellent service and performance on quality food

products and a unique dining experience.

Product Introduction & Description & Target Market

The Nest Café architecturally creates a Mediterranean village atmosphere. The restaurant offers a family-style menu with a large selection of freshly prepared appetizers, side-dishes, and meals (see attachment A). The restaurant offers dine-in or carry-out fare, and is open every day 6 am - 11 pm. Nest Café does not have a catering service. The chef prepares daily "Specials", which are changed regularly, and the restaurant creates new menu selections every 3 to 4 months. The Nest Café also strives to deliver value by offering large portions at reasonable prices. Soup or Salad is included in the meal price. The Banquet Room offers a variety of options for any social or corporate event. The room provides the ambiance of the restaurant while maintaining intimacy for the gathering. The Banquet Room can accommodate up to 50 guests and provides a private space ideal for showers, rehearsal dinners, corporate dinners, or any other special event.

A strong point of the Nest Café is the personal and attentive service that the staff provides. The owner Gus and his manager personally train all new hires to provide customer service the "Nest Café" way. Gus and his staff make a strong effort to provide not only creative, tasty, and affordable specials, but also friendly, attentive and swift service to the customers. The most important aspect of the restaurant's service is that that the customers are always treated like family, making it a cozy neighborhood restaurant. Nest Café attempts to satisfy their customers with customized service. If you want something that's not on the menu, the staff will work with the Chef in an attempt to make it happen. This special treatment keeps customers coming back. The restaurant is always clean and well taken care of: a direct reflection of the respect the staff has for the restaurant and its customers.

The market segments in the 60103 zip-code area are described by www.claritas.com as "Blue Blood Estates", "Country Squires", "Kids & Cul-de-sacs", "Mover and Shakers", and "Winner's Circle". These segments describe respectively: Wealthy, Older households with kids; Upscale, Middle-age with kids; Upper-middle income, younger families with kids; Wealthy, Middle-age without kids; and Wealthy, Middle-age with kids. The Nest Café target markets are currently comprised of the "grey hair" community, approaching or already retired, and, to a much lesser extent, the middle-income family. The restaurant targets aging adults by offering "old-school" customer service at an affordable price. Loyalty cards encourage repeat business and offer further discounts. The Nest Café also has successfully retained their staff so that many of these elder repeat customers are comfortable with a familiar face and can even have their favorite server wait on them. Gus also strives to bring in family business by staying involved in the community and sponsorship of youth sports teams. A third target market, which was unintentional when the Nest Café opened for business, is the breakfast crowd. Breakfast is by-far the most popular meal at the restaurant. This plan outlines how to maintain the aging, middle-class family, and breakfast target markets, while increasing market share within the larger upper-middle income households with and without kids.

Strategic Initiatives

* Increase restaurant sales 7% by Dec. 2010

* Increase customer traffic during lunch time 5% by Dec. 2010

* Increase customer traffic during dinner time 8% by Dec. 2010