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The Perfect Kitchen

The Perfect Kitchen. The Perfect Kitchen. Full stomachs, full minds, full hearts. Marketing Strategy. Internal Structure. Owner: Dan Kitchen Manager: Lauren Front of House Manager: Shelby Sales Representatives Hosts Professional Chefs Preparation chefs Dishwashers Photographers.

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The Perfect Kitchen

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  1. The PerfectKitchen

  2. The Perfect Kitchen Full stomachs, full minds, full hearts

  3. Marketing Strategy

  4. Internal Structure Owner: Dan Kitchen Manager: Lauren Front of House Manager: Shelby Sales Representatives Hosts Professional Chefs Preparation chefs Dishwashers Photographers

  5. External Variables • Political • Local elections • Social • Fresh, organic products • Legal • FDA, HAACP, liquor license • Technological • Database systems, kitchen appliances • Economical • Social division of class

  6. Competition Melting Pot Hibachi style restaurants Eataly Cooking classes

  7. SWOT Analysis

  8. Target Market • Middle to upper class: $100,000+ • Families • Businesses • Young Couples

  9. Market Size and Forecast • Families • 60,000 households with target income • 12,000 are families with children • 30% response, or about 3,600 families, in first year • Businesses • 86% of local working population is white collar, or 516,000 employees • 20% response, or 103,200 employees • Overlap • Young Couples • Low amount of disposable income • 7% response, or about 4,000

  10. 4 P’s: Product The Perfect Kitchen Unique experience Simple but elegant menu options Variety Can adapt to customer desires Memorabilia Professional guidance Casual and formal dining areas

  11. 4 P’s: Place • Georgetown, Washington D.C. • Nearby shops and attractions • Internet • Direct channel from wholesaler • Sysco, location in Baltimore • Daily, just-in-time shipments via truck

  12. 4 P’s: Price • 2-week introductory price • Referral discounts • Flat fee • $40 for adults • $25 for children • Varying prices based on menu selections • 45% markup • Prestige pricing

  13. Italian Menus include one of each appetizer, entrée, side and dessert. There is a flat fee of $40 per person plus $45 for this specific Italian menu. Each full menu is enough food for four people, so plan accordingly. Appetizers Beginner…………………………………………………Caesar Salad Intermediate……………………………………Mozzarella Sticks Advanced…………………………………………..Fried Calamari Entrees Beginner…………………………………………….…………Lasagna Intermediate………………………Chicken Fettuccine Alfredo Advanced………………………...............Chicken/Veal Marsala Sides - Breadsticks - Garlic Bread - Garden Salad Desserts - Tiramisu - Gelato - Cannoli

  14. 4 P’s: Promotion • Sales Blitz • Sweepstakes • School Appearances • Referral program • Publicity • Press release • Social media • Advertising • Cutout • TV ads • Flyers • Newspaper ads • Banners • Billboard • Food & Wine • iPhone app

  15. If you want it done right, you have to do it yourself. Let us help.

  16. The best helping hand

  17. Marketing Budget

  18. Thank you for your time

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