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November 7, 2011
Saucy Grill Marketing Plan November 7, 2011
TABLE OF CONTENTS
EXECUTIVE SUMMARY……………………………………………………………………….7
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B) Positioning ............................................................................................................ 51
i) Objectives and Rationale .................................................................................... 51
ii) Strategies and Rationale .................................................................................... 51
C) Product ................................................................................................................. 51
i) Objectives and Rationale .................................................................................... 52
ii) Strategies and Rationale .................................................................................... 52
D) Pricing ................................................................................................................... 52
i) Objectives and Rationale .................................................................................... 56
ii) Strategies and Rationale .................................................................................... 53
E) Distribution ............................................................................................................ 53
i) Objectives and Rationale .................................................................................... 56
ii) Strategies and Rationale .................................................................................... 53
F) Selling ................................................................................................................... 54
i) Objectives and Rationale .................................................................................... 56
ii) Strategies and Rationale .................................................................................... 54
G) Services ................................................................................................................ 55
i) Objectives and Rationale .................................................................................... 56
ii) Strategies and Rationale .................................................................................... 55
H) Advertising ............................................................................................................ 55
i) Objectives and Rationale .................................................................................... 55
ii) Strategies and Rationale .................................................................................... 55
I) Sales Promotion ..................................................................................................... 56
i) Objectives and Rationale .................................................................................... 56
ii) Strategies and Rationale .................................................................................... 56
J) Public Relations ..................................................................................................... 57
i) Objectives and Rationale .................................................................................... 57
ii) Strategies and Rationale .................................................................................... 57
K) Research and Development .................................................................................. 57
i) Objectives and Rationale .................................................................................... 57
ii) Strategies and Rationale .................................................................................... 57
L) Consumer Research.............................................................................................. 58
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EXECUTIVE SUMMARY
The enclosed marketing plan is an analysis of Saucy Grill’s business and overall operations.
The following list of recommendations has been listed in priority and if implemented, should
improve upon sales and profits of Saucy Grill’s business.
2) Expand the catering business as this is an under-served market for Saucy Grill.
● Build awareness of the catering business to potential clients and increase catering
services to existing clients.
3) Use social media effectively to create brand awareness and stay connected with
customers.
● Begin using social media more actively to connect with customers, utilizing sites
such as: LinkedIn and Facebook as these are popular social media sites potential
clients may already be using.
5) Start utilizing the vacant lot (Saucy on the Side) as it is currently being
underutilized.
● Saucy Grill is renting a vacant lot next to the restaurant, which is currently being
used as external storage. The lot must be accessed from a door outside of the
restaurant, causing a slowdown in accessing storage.
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11) Saucy Grill should look at updating its interior decor, to keep up with new design
trends.
● The decor should be modified to enhance the ambiance in the restaurant, by utilizing
modern design trends in the restaurant industry.
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1. MARKET SITUATION
The market situation will give a detailed look into the foodservice industry in the
Streetsville area (Mississauga, Ontario). We will be looking at the industry that Saucy Grill
competes in, which is the full service, fine-dining restaurant sector.
The following section will define the market that Saucy Grill competes in as well as
some direct competitors that Saucy competes with.
Mississauga, ON Oakville, ON
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This section is an overview of the food service industry as a whole and the
forecasted market growth.
• Limited service restaurants will lead in growth in the food service industry,
with an average growth of 1.3% up until 2014.
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• The following chart represents the percent change in the market from
2008 to 2009 and from 2009 to 2010.
Table 1
This section will break down the market into distinct identifiable groups. This break
down will cover various types of restaurants that are in the full service restaurant
industry. Furthermore, this will look at specific customer groups who would be in the
market to utilize the services provided by a full service restaurant.
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Licensed/Unlicensed fine-dining: 4
• They have top notch service having servers with minimal tables, up to two
servers per table, sometimes with a Maitre D’ overseeing it.
• The menus are very classy with items being made with fresh quality
ingredients.
• Smaller portions of food are made with extreme attention to detail making
food look and taste great.
• Expect to pay a premium for the food and services that you receive.
Casual Dining: 5
• They service in between the fast food and fine dining market.
• Casual dining restaurants usually have larger beer menus and a limited
selection of wines.
• Frequently they are part of a larger chain and have multiple locations.
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Family Restaurants: 6
• Family restaurants are more affordably priced and have fixed menu items
available.
• The restaurant is more open with booths and large tables for families.
Restaurant Bars: 7
• They are typically open concept due to the nature and atmosphere of the
restaurant.
• Have full bars with usually multiple bar tenders and bus boys.
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• All of the people in this segment have gone to university and have white-
collar jobs.
• Most are homeowners; enjoy tennis and other upscale luxuries associated
with this segment.
Cluttered Nests:
Electric Avenues:
• Although this group is either younger singles or couples they are well off
with an income of about $85,464.
• Due to their high incomes they are university graduates and are
considered middle-class.
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• Just as the name suggests these are blue-collar and service workers.
d) Distribution Channels
This section deals with how all of the various types of competitors distribute their
products to the end consumers. This is also broken down into the various types of
restaurants under the full service restaurant heading.
Licensed/Unlicensed Fine-Dining: 9
• Companies in this segment usually offer “dine-in” as their only option due
to the specialization of the meals and the unique plating.
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Casual Dining: 10
• They typically offer a dine-in option; have a take-out menu, and some
even offer delivery on most products.
Family Restaurants: 11
• They do however offer dine-in services and the option to order take-out to
pick up.
Restaurant Bars: 12
• Companies who are restaurant bars also offer dine-in being in the full
service sector but typically offer take-out on food items only.
• Rarely delivery will be offered since menu items are fairly generic and no
alcohol is available for take-out orders.
e) Consumer Needs
The following points depict various consumer needs that are expected when
ordering food from companies in the food service industry:
• A large variety of items to choice from, Items such as healthy and organic
meals. 13
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f) Consumer Preferences 15
This section summarizes some of the consumer’s preferences while dining out:
• Consumers are always looking for a less expensive and more affordable
meal while not sacrificing taste and service.
g) Consumer Perceptions
This section will cover some consumer perceptions of the food service industry:
• Due to the recession, consumers want more value for their dollar. 17
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The following dining trends are taking place in the food services market:
• Consumers are more health conscious and are purchasing healthier items
on the menu such as salads, and red wines. 20
• Consumers want to go out and enjoy an upscale meal, but with a desire to
pay less. 21
• Consumers often want the calories listed beside the item on the menu
because they are becoming very health conscious. 22
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The following sales numbers are an estimated figure of weekly sales based on the
information Saucy Grill has provided. Based on the weekly sales, we have
calculated that the average sales per year are $1,300,000.
ii) Market share (in units and/or dollars) for past three years
• The Keg
• Moxies
• The location of competitors are listed on the map on the following page
• Based on its annual sales, Saucy Grill likely has a large market share in
Mississauga.
• Given its location in a highly populated entertainment district, Saucy Grill
attracts lunch hour customers, and those on their way home from work.
• It also attracts families and couples who are looking for a night out for dinner.
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• Saucy Grill has a broad appeal that attracts individuals who are looking for
a casual fine dining experience.
• Saucy Grill’s business is 1/3 lunch and 2/3 dinner. No lunch is offered on
weekends.
iv) Positioning
• Saucy Grill positions itself as a casual fine dining restaurant offering fresh
made, in house meals with excellent service in a relaxed environment.
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• Saucy Grill also offers catering for mostly corporate business events.
• Saucy Grill is “Classy yet social allowing you to relax and enjoy your
company and food in a comfortable environment.” 24
v) Marketing Objectives
2. To sustain sales at an increase of $10,000 per month over the next year.
a) Advertising
• Saucy Grill also places business cards in The Delta Meadowvale and The
Marriott Hotels, for patrons to choose a restaurant while staying at the
hotel.
• Saucy Grill’s website provides customers with the menu, pictures of the
restaurant and upcoming special events.
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b) Sales Promotion
• The “Taste of Streetsville” three course meal is set at a price of $25 and is
done twice a year.
• They offer 10% off for takeout customers due to the reduction in service
required.
c) Public Relations
d) Selling
• Saucy Grill offers in house or take out services as well as catering for
corporate events, weddings, and family gatherings.
• Saucy seats 122 people inside and 24 people on the outside patio.
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• Saucy offers a 10% discount for all items on their takeout menu.
Research Methodology
Population of interest included people who dine-in at fine dining restaurants for business
and/or personal purposes. Surveys were distributed during January - April 2011. A goal of
300 surveys was nearly reached with a total of 295 surveys completed using the online
survey tool, Survey Monkey (117) and standard hard copies (178). Surveys were given out
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at Sheridan College; survey links were posted on Facebook and LinkedIn and given to
employees at various businesses throughout the GTA (Oakville, Mississauga, and Toronto).
Some key limitations of conducting this survey are that the survey may not have reflected
the population due to the sample size of the survey. Also, inaccurate responses may have
resulted from respondents believing the survey was too long.
Significant findings related to our research objectives were found through analysis of the
survey results. The research objectives are as follows and are in order of priority:
Key Findings
• Most respondents were between the ages of 25-34 accounting for 32.5% of the
sample.
• Slightly over half of respondents at 50.9% said they rarely use fine dining services
for business purposes. Meanwhile, 40.1% of those who were surveyed said they go
out at least once a month for personal reasons.
• Out of all the respondents 90% agreed that it is important that the servers be
knowledgeable and 95.2% of those surveyed agreed that cleanliness is important in
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fine dining restaurants. Friendly and courteous employees were also ranked high by
respondents with 91.9% stating it is important.
• The Keg was the most visited fine dining restaurant with 29.8% of respondents
saying The Keg was their last fine dining experience. Those who work in the
Management and Business sector stated they dined out at The Keg as their recent
fine dining restaurant experience.
• Catering services is most frequently requested when consumers are a part of a
wedding, with 84.7% of respondents feeling it is likely needed. 81% of respondents
feel that delivery time for a catering service is extremely important.
• 98.3% of consumers believe having a varied menu selection is important when
ordering take out.
• The two main sources of information consumer’s use when deciding on a fine dining
restaurant are referrals and reputation, both having 95% of the respondents agree.
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3. COMPETITIVE SITUATION
Primary Competition:
• The Primary competition for Saucy Grill in the casual fine dining restaurant
industry is The Keg, Moxies and Michaels Back Door. These are considered to
be Saucy Grill’s direct competitors because they offer high quality of food,
acceptable service, and a comfortable atmosphere.
Secondary Competition:
• The Secondary competition for Saucy Grill consists of indirect competitors
such as full-service restaurants that are priced medium to low (Ex. Kelsey`s,
Boston Pizza), and fast food restaurants that are priced extremely low (Ex.
McDonalds, Subway).
b) Review of competitors
The Keg: 25
The Keg is a chain of upscale restaurants in the United States and Canada. The Keg
specializes in serving only the finest cuts of meat. They also offer slow roasted prime
rib, shellfish, fresh salads, a variety of desserts and wine list. As of right now The Keg
has 102 restaurants ranging from coast-to-coast in Canada, and has locations in the
United States such as Phoenix, Dallas/Fort Worth, Denver and Seattle.
The Keg has many similarities to Saucy Grill such as food items, promotional offers,
and atmosphere. The Keg can be considered one of Saucy Grill main direct
competitors.
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i) Sales 26
• The Keg’s main revenue is from sales in the restaurant, franchise royalties
and fees.
• The Keg Rights Limited Partnership grants an exclusive licence to use the
Keg Righs to licence and make royalty payments to the Partnership equal
to 4% of gross sales of Keg restaurants.
• The gross sales reported by the 102 Keg restaurants in the Royalty Pool
were $110,382,000 for the last quarter in 2010, an increase of $2,050,000
or 1.9% from the comparable quarter of the prior year.
• The chart below shows the total sales in millions from The Keg restaurants
• The target market consists of males and females and business oriented
consumers, aged 20 and over, who are employed with middle to high
income salary.
• The Keg attracts individuals that are looking for an upscale dining
experience.
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iv) Positioning
• The Keg Steakhouse & Bar positions itself as a restaurant striving on three
key ingredients: quality, comfort and value. 27
v) Marketing objectives 28
2. To open at least 2-3 more stores within the next year in Canada or the
United States.
a) Advertising 29
b) Sales promotion 30
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c) Public relations 31
d) Selling 32
• The Keg is priced more expensively than its competitors because of the
high value of food it offers.
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Moxie’s is an upscale, casual dining restaurant and bar, with an atmosphere that makes you
feel welcome and relaxed. With an elegant dining room and an upbeat lounge to make
guests have the best dining experience possible. Moxie’s focuses on excellent food quality
and services. The company’s dynamic offering appeals to many audiences including
families, students, couples and business professionals. Moxie’s was founded in Calgary in
1986, with more than 55 restaurants located in five provinces, including British Columbia,
Alberta, Saskatchewan, Manitoba and Ontario. 35
i) Sales
Moxie’s has multiple target markets due to having a dining area and a lounge.
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Dining Room
Lounge
vi) Positioning 39
v) Marketing Objectives 40
a) Advertising
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b) Sales promotion
• Monday nights at Moxie’s is wing night, one pound of wings is for $3.99
• When you buy corporate gift cards you save money 43
• $500 - $999 save 5%
• $1,000 - $4,999 save 10%
• $5,000+ save 15%
c) Public Relations
d) Selling
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• Every season Moxie’s comes out with a seasonal menu, to change up the
choices available to keep with trends.
• Moxie’s motto is “whatever you’re in the mood for” With a wide range of food
choices to satisfy everyone.
• “Moxie’s focuses on superior food quality, exceptional service and prices that
represent great value for guests.”
• “We will surprise them with ongoing refinements and new additions of the
offering. Our quality, value, décor, product presentation and people speak to the
high standard required to exceed the expectations of the marketplace.”
• Moxie’s is competitively priced and deliver high quality products and services for
a reasonable price.
• Servers offer meals that always have room for up sells (add chicken, salmon,
shrimp, steak, mushrooms, sauces, etc).
• Prices may vary by location and are subject to change.
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Michael’s Back Door is a restaurant with award winning cuisine and professional
courteous service in a warm, comfortable atmosphere. Michael’s Back Door is a fine dining
Italian restaurant offering fresh ingredient, and a large variety of food and wine. Michael’s
Back Door offers catering, take-out, private events, special events, and offers a casual or
romantic restaurant experience. 50
i) Sales
• Michael’s Back Door target market is individuals ranging from 19-65 who enjoy a
casual dinner, a romantic night out or a group outing.
• Target market ranges from middle class to high income families.
iv) Positioning 51
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v) Market Objectives 52
a) Advertising
• Michael’s Back Door advertises through social media such as Facebook and
Twitter.
• They advertise in the local Clarkson newspaper.
• Michael’s Back Door offers a website with easy access, detailed menus, and
detailed services they provide.
b) Promotions 53
• Michael’s offers “Taste of Clarkson” which is a three course meal lunch for
$15 and a dinner for $25 dollars.
• They offer a bonus of $25 gift certificate for every gift certificate purchase of
$125 or more. They also offer complementary delivery via Canada Post.
• They celebrate 29 years for 29 days at 29 dollars. They offer a three course
meal for $29 for 29 days. They also give away a $50 gift card every day for
29 days.
c) Public Relations 54
• Michael’s Back Door restaurant is involved in the Hockey Hall of Fame charity
presenting the art of hockey. They do a silent auction presented by the
Hockey Hall of Fame and Michael’s Back Door in benefit of shoot for cure
spinal cure research. They also offer special prefix menu and raffle tickets.
• Michael’s is involved in an annual royal Ontario golf club tournament in
Oakville. They have raised over $7,100 for the Ian Anderson House Charity.
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d) Selling 55
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viii) Pricing:
• Michael’s Back Door distribution channels include: dine in, take-out, and catering.
• Hours of operation include Sunday-Monday: 5pm-9pm Tuesdays-
Thursday11:30am-2:30pm and 5pm-9pm, Friday-Saturday 5pm-10pm.
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4. MACRO-ENVIRONMENT SITUATION
a) Demographic Environment
Canada 56
• In 2009 Canada’s population was 31.9 million. It has grown by 3% from 2001. Due
to the population increasing, restaurants have a great opportunity to gain awareness
and revenue. 57
• The age range of people living in Streetsville is typically between 20 and 44 years
old. At this age, people go out more often for entertainment and dinners. 61
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• The average Canadian spends $123.76 on food per week. $37.52 of this is spent at
restaurants. 63
• Below is a chart that shows average gross income in by year. Income rates are
keeping pace with inflation.
Table 2 64
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b) Economic Environment
• Due to Canada’s unemployment rate being lower than other countries coming out of
the recession, in 2011, consumer spending is expected to increase 2.8%. 65
• The restaurant industry is affected as interest rates change, when rates fall and
economic activity picks up, consumers are likely to dine out more often. 66
• Restaurants are affected by the economy whenever it takes a plunge, and the first
thing consumers cut down on are entertainment and dining out. 67
• Eating out has become more and more expensive over the past few years and the
cost of a meal today has tripled over the last decade due to the economy. 68
• In the restaurant industry, increasing costs of doing business affects the entire
supply chain.Starting from the farmer to the food processor, distributor, delivery of
food items and finally the increased pricing on menus. 69
• When the costs of doing business is coupled with increasing utility bills, insurances
and taxes, businesses may be operating on a very narrow margin. 70
c) Natural Environment
• Rising fuel costs internationally have affected the restaurant industry because
people do not want to travel far to go out and eat. 71
• Since there has been an increase in fuel costs, the restaurant industry increased the
cost of food items due to increase transportation costs. Rising food prices have risen
by 45% since the end of 2009. 72
• Concerns about climate effects restaurant industries with respect to an increase in
food crop prices which leads to higher menu prices. 73
• Rising biofuel productions on corn and oil in particular. 74
• An increase in severe weather such as droughts, and shorter crop seasons affects
global food production and prices. 75
• Higher input costs such as animal feed, energy, and fertilizer drive up prices in crops
for fruits, vegetables, meats, dairy and wheat products. 76
• There has been an increase in organic foods, because it contributes to a healthier
living style. The sales for organic food have increased from 2008 to 2009 by 11.4%
in the fruits and vegetable industry. This is over 24.8 billion dollars in sales. 77
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d) Technological Environment
e) Political/legal Environment
• Businesses must follow employee laws under the Employment Standards Act and
the Ontario Ministry of Labour which include: minimum wages, overtime, and
employee tips. 83
• There are many permits and licenses restaurants must follow such as: A Food
Handler’s License or Permit, A Liquor License, A Sign Permit, A Music License, Fire
Certificate and many more, depending on the country and city you are in. 84
• Regulations for specific businesses include: Health and Safety Regulations,
Importing Regulations, Registering your business and many more that apply to
different areas and regions. 85
• The Smoke-Free Ontario Act affecting Bars and Restaurants, revised May 2010
prohibits smoking in enclosed workplace or public areas in Ontario. 86
• The Smoke-Free Ontario Act also prohibits smoking on outdoor patios if covered or
partially covered by a roof. 87
• The Canadian Food Inspection Agency (CFIA) provides standards on delivery of
inspection services, federally regulated sectors of Agri-food, imported foods,
managing food safety risks, food safety action plan and more information that can be
found on the CFIA website. 88
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f) Socio/cultural Environment
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5. SWOT ANALYSIS
• Currently, Saucy Grill has no website available for current and potential customers to
view.
• The restaurant’s décor needs to be updated to meet customer’s expectation of fine
dining restaurants.
• Saucy Grill is paying for unnecessary space beside the restaurant and is currently
not using it as part of the business.
• Their open concept kitchen is not visible by the diner.
• There is no menu posted on their windows or advertised outside around the
restaurant which is key for fine dining.
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• The Canadian population is increasing, which means a growing consumer market for
the food service industry. 96
• Increasing incomes rates in Canada will encourage greater sales in non-essential
goods and services due to higher disposable income. 97
• Social media, has become one of the most efficient ways to connect with
customers. 98
• Increased interest in organic food has opened up a new market opportunity for the
foodservice industry to serve. 99
• Use of customer databases has been proven to increase retention of customers. 100
• Advancements in POS systems have greatly increased speed of service, accuracy
and management of business resources. 101
• With the green movement, many consumers are more aware of products and
companies who make an effort to go green. 102
• Canada is a very multi-cultural society with different cuisines from all over the
world. 103
• Many companies are using customer databases to effectively promote and retain
valuable customers. 104
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• After the recent recession, there have been a lot of business closures in the
Streetsville area, bringing into consideration the profitability of that location. 110
• Many causal fine dining restaurants are open on Sundays to cater to the family
market segments. 111
• There are numerous restaurants serving the different needs and wants of Canada’s
changing demographic preferences. 112
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6. ISSUES ANALYSIS
● Saucy Grill’s website has been out of operation for over 8 months now.
● Competitors have websites with online ordering available while Saucy Grill does not.
● Not many keywords, pages, and inbound links come up in a search for “Saucy Grill”
on the first page of results.
● Local restaurants are among the most highly searched type of business; therefore,
Saucy Grill is missing out on a great advertising tool for the restaurant.
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6. Saucy Grill has limited strategies in place that improves overall operations of
the business.
● Saucy Grill uses traditional methods of taking and inputting orders, such as a pad
and paper, which increases wait times due to the process; this could potentially
affect overall order accuracy.
● The restaurant is focusing on one aspect of the business at the expense of other
potentially profitable areas, such as “Saucy on the Side - a vacant lot” and the
catering services of the business.
7. The vacant space next door, owned by Saucy Grill is being underutilized.
● There is a neighboring unit that is currently vacant and being used for little more than
storage.
● To access the equipment in this vacant lot, you must enter through an exterior
doorway and it is not an efficient workable storage area.
● Saucy Grill is paying for the rental of the vacant lot which is not being utilized
effectively.
● Catering currently only contributes to 2 - 3% of the total revenue Saucy Grill makes.
● Their catering services are not promoted enough to entice new potential customers.
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Objectives
● To increase Saucy Grill’s overall sales by 15% within a one year time period.
• In-house restaurant sales will contribute to a 10% increase to the total gross
sales.
• The catering business will contribute the remaining 5% increase to the total
gross sales.
Rationale
● The restaurant has little room for an expansion without a major renovation to the
extra lot available next door to the restaurant. By having off peak hour promotions,
Saucy Grill could realize growth in markets not previously considered. This is why
walk-in sales will contribute a 10% for the upcoming year.
● Currently Saucy Grill’s catering business represents very little to overall sales. With
additional advertising and promotion of this service, (outside of the immediate
neighborhood) good growth could be realized, building upon their corporate catering
reputation. This is why catering will contribute the remaining 5% increase to overall
sales.
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Objectives
● To increase traffic from new markets.
● To increase revenues of the catering business by promoting to other
businesses and customers in the GTA.
● To effectively differentiate Saucy Grill from its competition in the area and to
position itself as an alternative not a substitute for competitors.
● To create a loyalty program and offer appropriate rewards to customers and
expand their customer base.
Rationale
● During peak times of the day Saucy Grill is already enjoying high volumes of
customers. By appealing to new target markets, Saucy Grill could see more traffic
and expand its customer base and appeal.
● By promoting the catering service to a broader market, profits and sales will increase
in the business.
● With competition in the area, it’s imperative for Saucy Grill to differentiate their
product offerings and occupy a space of its own in the minds of consumers.
● By creating and promoting the loyalty program, customers will choose Saucy Grill
over other restaurants when dining out.
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A) Target Market
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B) Positioning
i) Objectives and Rationale
C) Product
i) Objectives and Rationale
● To continue focusing on fresh ingredients and in house specials.
• Currently, Saucy Grill provides fresh in house meals and by continuing to
provide freshly prepared meals in the restaurant, Saucy Grill will have
increased customer retention and potentially gain new customers via word of
mouth.
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D) Pricing
i) Objectives and Rationale
● To maintain a competitive pricing strategy with direct competitors on similar
items, and charging premiums for specialty dishes not available at
competitors restaurants.
• Most fine dining restaurants have menu items that are rather similar to one
another, with little variation to the food itself; while each restaurant will have
dishes that are only house specials not easily copied by the competition.
• Pricing should be competitive on items that are available at competing
restaurants, as to not deter guests for a higher pricing.
• Pricing should be above average on specialty dishes, since there are no
similar benchmarks set by competitors for customers to reference.
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E) Distribution
i) Objectives and Rationale
● To increase the distribution methods currently used at Saucy Grill to give
customers more availability to their products.
• Increasing the number of ways that customers can interact and obtain fine
dining foods from Saucy Grill, will allow the business to see better growth for
the upcoming fiscal year.
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Saucy Grill Marketing Plan November 7, 2011
• Giving customers this new option of reservation booking, will allow them to
choose from multiple methods of booking, enhancing the customers
experience with Saucy Grill.
● Introduce online catering requests for various events.
• By allowing customers to request an event to be catered via an online form, it
will give consumers another way to interact with the business.
• When following up with requests (via phone or email), this will help establish
or improve upon Saucy Grill’s business to customer relationships.
F) Selling
i) Objectives and Rationale
● To increase the sales of products and services offered to customers by 15% in
2012.
• By increasing the sales of the products and services that Saucy Grill offers
theirs customers, they will be more likely to reach their sales goal of a 15%
increase.
● To create/expand upon unique product offerings, (not available at competitors)
and to increase the sales of these one of a kind products.
• Expanding and introducing unique products will help differentiate Saucy Grill
from its competitors, which is a valuable selling feature in a tough market.
● To increase traffic during the lunch hours (11am - 3pm), by using lunch
specials.
• By increasing the sales volume in “off peak” hours, it will help to drive sales
up to the proposed sales target.
● To use up-selling tactics on unique product offerings.
• Using up-selling tactics will allow Saucy Grill to introduce clientele to new and
unique products that they currently offer, immediately drawing attention to
them.
• Since these products are unique, higher margins can be expected from these
items helping Saucy Grill reach their sales goal.
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G) Services
i) Objectives and Rationale
● To provide consistent quality service to new and existing customers.
• Saucy Grill will be able to maintain current customers and set service
standards for customers who are new to Saucy Grill.
● Continually train staff on new service techniques that will build better retention
rates among customers.
• By increased staff training, Saucy Grill will be able to continually impress
customers with “above and beyond” service, ensuring it is being delivered
consistently from all staff members.
H) Advertising
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I) Sales Promotion
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J) Public Relations
● To expand upon Saucy Grill’s public image within the local community.
• By increasing the favourable image that Saucy Grill has within the local
community, business will increase due to the relationships its building.
● To introduce technologies that will benefit Saucy Grill during its operations.
• This will help increase efficiency of the restaurant and bring it up to par with
other competitors in the industry.
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L) Consumer Research
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Saucy Grill Marketing Plan November 7, 2011
Implementation:
● The website for Saucy Grill needs to be re-launched to provide customers with
relevant information on the restaurant.
● The website should be easy to navigate, and include pictures of the restaurant to
entice potential customers.
● The website should incorporate: a place to observe the menu, see available
promotions, view pictures of the establishment, make reservations, order take-out,
request catering services, leave feedback, and find information regarding points
accumulated on customer’s loyalty card accounts.
Timeline:
● The website should be re-launched in early January of 2012, because most
recommendations work in conjunction with the new website.
● Once the website has been re-launched, monthly updates should take place to
reflect the most recent information about the restaurant.
● By continually updating the site, customers will have the most accurate information
about Saucy Grill and it will be easier than making large changes fewer times in the
year.
2. Expand the catering business as this is an under-served market for Saucy Grill.
Implementation:
● Promote the catering services offered to business clients, through the use of print
advertisements.
● After re-launching the website there will be a subpage in place for Catering
Services.
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● This will offer additional information and how to request a quote for an upcoming
event.
● On Saucy Grill’s social media pages, catering will be promoted to target
customers by offering exclusive discounts to those connected with Saucy Grill.
● Saucy Grill also needs to expand catering for local events and charities, to build
community awareness and goodwill.
Timeline:
● Catering services should have promotions varying monthly on their social media
pages.
● During May – August, flyers should be circulated in the Toronto Star to capitalize
on the peak catering season.
● Flyers should also be circulated in the Toronto Star during the months of
November and December, to serve the business market with their
Christmas/New Year’s parties.
3. Use social media effectively to create brand awareness and stay connected
with customers.
Implementation:
● Have a staff member from Saucy Grill create accounts on various social media
websites such as Facebook, Twitter and Linked-In.
● The assigned staff member will also continually update the pages with new
promotions, events, menu changes and any other relevant information.
● Link all of the social media pages to Saucy Grill’s newly launched website.
● The Facebook account will allow people to interact with Saucy Grill in a new way,
giving customers access to special promotions and information on new menu items.
● Saucy Grill can also use social media to inform customers of its public relation
activities, such as samplings and catered events.
● Communicating with people through social media will help establish a positive brand
image and build strong relationships with customers.
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Timeline:
● The social media pages will have to be updated continuously throughout the year.
● Monthly updates would be the minimum acceptable cycle to follow, as social media
is meant to be very interactive, so Saucy Grill must be active in engaging its
customers.
Please refer to Exhibit 1-1, 1-2 and Exhibit 2-1 for an example
Implementation:
● Saucy Grill should create flyers for their changing menu items and varying
promotions.
● The flyers should feature signature dishes that only Saucy Grill offers; this will help
to differentiate them from other competitors in the area.
● By using flyers Saucy Grill will be able to control the distribution of the flyer inserts,
reducing costs.
● The ad should be a 4” X 6.5” colour insert which includes Saucy Grill’s address,
contact information and relevant promotion.
Timeline:
● Flyer distribution should start in January to encourage sales in the New Year and will
be recirculated in April, July and October.
● These flyers should be circulated quarterly, stressing menu changes and promotions
that are different from the previous flyer.
● During the peak demand months for catering services, flyers for catering should be
circulated in conjunction with the quarterly flyers, during the months of May-August
as well as November and December.
● The flyers should be circulated in the Saturday issues of the Toronto Star, since
readership of this publication is much higher.
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5) Start utilizing the vacant lot (Saucy on the Side) as it is currently being
underutilized.
Implementation:
● Saucy Grill should start using its underutilized asset Saucy on the side, which is an
adjacent vacant lot.
● It is currently only being used for storage and can only be accessed through an
outside door.
● A doorway should be constructed from her restaurant to the adjacent space, to
create a workable addition to the restaurant.
● Once the lot is easily accessible, start using this area to expand the catering side of
the business, by adding additional equipment to better serve the catering market.
Timeline:
● Work should begin on the adjacent space in January 2012, as these are slow times
after Christmas and New Year’s.
● Additionally the work should also be done in early 2012, so Saucy Grill can be
prepared for the peak catering season.
Implementation:
● Saucy Grill needs to promote their catering services by sponsoring local events and
charities, with food samples and giveaways.
● Saucy Grill can promote menu items and products that differentiate themselves from
other catering services.
● Have lunch specials that will run from 11am – 3pm (in-house), including a half
gourmet sandwich and one choice of either soup or salad.
● The lunch special should be priced at priced at $14.99 to compete with other
competitors lunch promotions.
● Introduce a loyalty points program that has rewards towards other food purchases,
this will entice customers to make repeat visits.
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Timeline:
● These incentives should run year round with the exception for a few months, where
heavier incentives should be used to drive consumer spending.
● The months that require heavier incentive offerings should be January & February
and September & October, because these are months where spending declines.
● December will also require heavier incentives in order to attract customers and fend
off competitors offerings during the Christmas season.
Implementation:
● Begin using customer testimonials on a separate webpage in the new website.
● Incorporating a testimonial page will give Saucy Grill an outlet, to post positive
feedback they have received about their establishment.
● By posting positive testimonials, potential customers are more likely to choose
Saucy Grill, since they now have a way to compare them against other competitors.
● The testimonials page can be promoted through: the website homepage and
external advertising being used.
Timeline:
● The testimonial page will be launched as soon as the new website is available in
January 2012.
● Every 3 months the testimonials page should be updated, with new positive
feedback from the last quarter.
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Implementation
● The first step is to acquire a POS system, capable of recording meal transactions to
track consumer spending.
● The system should also be able to track spending off consumers, who hold loyalty
cards to Saucy Grill to obtain information such as: frequency in visits, preferences in
meals/drinks and average bill per visit.
● Customers will earn 1 point for every $2 spent on anything in the restaurant, who
have a Saucy Grill Loyalty card.
● After a customer accumulates 250 points, they are eligible to obtain a $25 gift card to
Saucy Grill.
● Saucy Grill can encourage customers to participate in the program, by offering a
loyalty card already preloaded with a set number of introductory points.
● The program must be accessible to consumers through the web to check their
points.
● A loyalty program should be easy to implement and understand, to simplify the
transition for customers and staff.
● Rewards in a loyalty program have to be realistic and attainable, if the points
required to obtain a prize is too high, customers will lose interest in the program.
● By implementing a loyalty program, Saucy Grill will be able to better serve their
customers, by acting upon the information obtained in customer buying patterns.
Timeline:
● Implementation of the loyalty program should take place in March 2012 and will take
approximately 3 months.
● It will take this long because Saucy Grill needs to install the systems, set-up
procedures for use and train staff on how to not only use the systems, but promote it
to customers.
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Implementation:
● Live entertainment may include one of the following: A Pianist, a Harpist, a Violinist
or some light Jazz music.
● By bringing live music to Saucy Grill, the dining room will project a unique ambiance,
differentiating the restaurant from direct competitors.
● The live entertainment could come in Friday nights to create a relaxed social
atmosphere, for patrons who have had a long work week.
● During the summer months, louder and more joyful music could be set up outside on
the patio, to attract more customers and also create a joyful atmosphere.
Timeline:
● It is recommended to start the live entertainment in May of 2012, to capitalize on the
use of the patio season.
● For the periods of May to August and November to December 2012, the
entertainment should be provided to patrons as these are going to be their busiest
months.
● The music should begin around 5:30PM and end at 10 PM every Friday, because
these are the hours when Saucy Grill will receive the most traffic.
Implementation:
● Saucy Grill should be more proactive within the community, by sponsoring local
sport teams and neighborhood events.
● Sponsorships are a great way to improve a company’s image in the nearby area, by
having Saucy Grill promoted on uniforms and equipment.
● Hockey, Baseball and Soccer teams are always looking for eager sponsors every
season, to help local children obtain proper sport attire.
● Churches, community centres and sport teams often put on events that are open to
the public, usually drawing in crowds from the nearby area.
● Saucy Grill could provide food services to these events, to expand overall brand
awareness and introduce product to potential markets.
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Timeline:
● Sponsorships for teams can only take place about twice a year, so Saucy Grill
should sponsor a summer team in May of 2012 and again in September of the same
year.
● Sponsorships are great because after the initial fee, you receive at least 4 months of
local advertising.
● Community events should be sponsored between the months of May-August of
2012.
● The events Saucy Grill can see the most traffic from; will be during the summer
months.
11) Saucy Grill should look at updating its interior decor, to keep up with new
design trends.
Implementation:
● Do some research and be familiar with various trends that could enhance the stores
overall visual appeal.
● Being aware of various decor trends can be helpful, as customers experiences can
be altered by the ambiance of a restaurant.
● Gather feedback from customers, on what they think about the ambiance of the
restaurant and what - if anything - they feel could enhance their experience at Saucy
Grill through decor changes.
● Visit others competitors restaurants making note of what they do to create ambiance,
notice things that can be improved upon and implement the improved modifications
at Saucy Grill.
Timeline:
● Gathering the required information will take some time to put together, as it involves
receiving consumer feedback, analyzing competitors and assessing relevant trends.
● Since so much lead time is required, updating the decor should happen in late 2012
and during the slower months of September & October to be ready for the Christmas
season.
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The following is a visual representation of our one year actions plans. These are the
proposed dates each activity should begin and how long each one should last. A single red
block indicates that activity is required during that month; a double red block indicates
heavy activity for the month.
Activity Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Re-Launch Website
Maintain Website
Expand Catering
Social Media
Local Advertisement
Use Testimonials
Implement a Loyalty
Program
Live Entertainment
Sponsorships
Interior Décor
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The purpose of this marketing plan is to evaluate the operations of Saucy Grill’s business
and to make recommendations on how to improve the restaurant. Through implementing
this marketing plan, Saucy Grill should be able to increase overall sales by 15% in 2012.
This will be accomplished through expanding services offered to customers, building lasting
customer relationships and serving new target markets.
2) Expand the catering business as this is an under-served market for the business.
● By expanding the catering services the business offers, Saucy Grill will be more
likely to achieve its sales projections for 2012.
● Through catering at community events Saucy Grill will improve its public image,
creating goodwill, attracting new customers to the restaurant and building upon
customer relationships.
3) Use social media to create brand awareness and stay connected with customers.
● Using multiple social media sites, will give Saucy Grill opportunities to become more
recognized as a brand.
● This will also allow them to connect better with clientele, creating stronger customer
relationship and brand loyalty to Saucy Grill.
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5) Start utilizing the vacant lot (Saucy on the Side) as it is currently being
underutilized.
● Through making effective use of the adjacent lot, Saucy Grill will be able to increase
the services they offer, by making operations more efficient.
● The increased sales would come from using this storage area, to hold additional
catering equipment to better serve this market.
● New customers may also be attracted to the loyalty program rewards, driving them
to the restaurant to participate in the program.
● Saucy Grill will also be able to send out emails to loyalty program members, on
specific dates such as; birthdays, anniversaries or around the holidays.
● This is to show customers appreciation for their business, further building upon the
brand relationships they share.
11) Saucy Grill should look at updating its interior decor, to keep up with new design
trends.
● Business to customer relationships are based upon their experiences with the
company, by enhancing their experience Saucy Grill could grow its loyal customer
base.
● Through slight décor changes, new target consumers may also be drawn into the
establishment, as they could see themselves in that particular setting.
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In order to effectively evaluate the actions suggested in this marketing plan, some tools
must be in place in order to monitor them. The following is a list of tools that could be used,
in order to track the effectiveness of the recommendations:
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Saucy Grill Marketing Plan November 7, 2011
● Make the flyer required upon ordering, to receive the available promotional
price.
• Number the various flyers that are to be distributed in the newspapers.
• By numbering the flyers, Saucy Grill can determine where specific numbered
flyers were distributed, which areas are redeeming them, and whether they
caused an immediate or delayed response in the consumer.
● Take note of the time reduction in accessing equipment from Saucy on the
Side.
• By adding a door to easily access the vacant lot, employees and
management will be able to reduce the time spent to get additional
equipment.
• Making note of how much time is saved - per trip - to the unit, will
demonstrate how much more efficient the lot now is.
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● Make efficient use of the tools used to implement the loyalty program.
• Use the newly updated POS system to monitor sales, as this device has
capabilities to record transactions entered into the system.
• From the data collected, Saucy Grill will be able to track the success of
various incentives being offered.
• Track how many patrons have signed up for loyalty program and if they are
actively visiting the restaurant.
• See if promotions targeted at loyal customers are effective, based upon the
data stored about each user.
• By using the new POS system, Saucy Grill will be able to monitor numerous
initiatives it implements.
● Pay attention to comments made on the Saucy Grill website, social media
pages and in store communications about sponsorships.
• In the comments section of Saucy Grill’s website, under “Why did you choose
Saucy Grill?”, have an option for team sponsorships and community events.
• Monitor the stores social media pages and see if customers are talking about
their initiatives within the community.
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Saucy Grill Marketing Plan November 7, 2011
• Listen to what customer are saying while in the restaurant and see if they
mention any activities you are involved with in the community. Ex “Thank you
for sponsoring my son’s soccer team!”
● Observe comments from the website and on social media pages about décor
changes.
• On the comments page have a section that will allow for an open answer, to
any changes to the interior décor.
• Actively reviewing social media pages, will allow Saucy Grill to observe any
good and/or bad comments made about décor changes and address them at
the same time through interacting with them.
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12. EXHIBITS
1 - Homepage
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1 - Facebook Page
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1 - Regular Flyer
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2 - Catering Flyer
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Exhibit 4 – Incentives
1 - Lunch Special Ad
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1 - Testimonial
My friends and I went to Saucy for a birthday dinner and we booked the Elinor Hall
room. We had a great time with plenty of privacy and our own iPod playing. But the
best part by far was the food and the cute service ;) We had mussels, asparagus on
toast, fried brie, and bruschetta. And everything was delicious there wasn't a crumb
to spare!!! For dinner I had the beef penne which has blue cheese and is so creamy
delicious I ate every bit!!! (about 4 of us got this dish and everybody was blown
away!) For dessert our server brought creme brulee and skor cheesecake out for the
birthday girl which was a sweet sweet surprise yum yum!! Can't wait to return this is
my new favourite restaurant!!
Order: mussels - loved the broth!, fried brie, asparagus on toast, bruschetta, beef
penne, creme brulee and skor cheesecake!!!
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2 – Loyalty Card
Front
Back
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Exhibit 7 – Sponsorships
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Endnotes
1
http://www.restaurantcentral.ca/CRFAlongtermforecast2011to2014.aspx
2
http://www.restaurantcentral.ca/CRFA2010FoodserviceForecast.aspx
3
http://www.crfa.ca/research/
4
http://wiki.answers.com/Q/What_is_a_'fine_dining'_restaurant
5
http://en.wikipedia.org/wiki/Types_of_restaurants
6
http://en.wikipedia.org/wiki/Types_of_restaurants
7
http://en.wikipedia.org/wiki/Types_of_restaurants
8
These groups have been created by a company called PRIZMC2, and these segments in particular have
been gathered from “PRIZMC2 Reference Guide by Social Group”. This was obtained by one of the
group’s members while at a trade show.
9
http://wiki.answers.com/Q/What_is_a_'fine_dining'_restaurant
10
http://en.wikipedia.org/wiki/Types_of_restaurants
11
http://en.wikipedia.org/wiki/Types_of_restaurants
12
http://en.wikipedia.org/wiki/Types_of_restaurants
13
http://www.restaurantcentral.ca/Healthyandspecialtydefinetodayskidsmenus.aspx
14
http://www.restaurantcentral.ca/Healthiereatingrestaurantstyle.aspx
15
http://www.franchisedirect.com/foodfranchises/healthfoodrestaurantfranchiseindustryreport/14/265
16
http://www.franchisedirect.com/foodfranchises/healthfoodrestaurantfranchiseindustryreport/14/265
17
http://www.restaurantcentral.ca/CRFA2010foodserviceforecast.aspx
18
http://www.restaurantcentral.ca/themillenialsalookatwhythe18to24year.aspx
19
http://www.restaurantcentral.ca/Healthiereatingrestaurantstyle.aspx
20
http://www.restaurantcentral.ca/Healthiereatingrestaurantstyle.aspx
21
http://www.franchisedirect.com/foodfranchises/healthfoodrestaurantfranchiseindustryreport/14/265
22
http://www.provisioneronline.com/Articles/Cover_Story/BNP_GUID_9-5-
2006_A_10000000000000939682
23
This information was obtained directly from Sandy Drohan, Owner of Saucy Grill, through various
meeting and emails with her.
24
www.restaurantica.com/on/streetsville/saucy/23016464
25
http://www.kegsteakhouse.com/en/keg-story/)
26
(http://www.kegincomefund.com/user_files/file/KRIF%20Q3%20combined.pdf)
27
(http://www.kegsteakhouse.com/en/keg-story/)
28
(http://www.kegsteakhouse.com/en/franchise/faq/)
29
(http://www.kegsteakhouseemail.com/itracAdmin/itracsubmitv2?formid=173&subformid=1)
30
(http://www.kegsteakhouseemail.com/itracAdmin/itracsubmitv2?formid=173&subformid=1)
31
(http://www.kegsteakhouse.com/en/foundation/overview/
32
http://www.kegsteakhouse.com/en/locations/
33
(www.thekegsteakhouse.com)
34
(www.thekegsteakhouse.com)
35
(http://www.moxies.ca/AboutUs/Default.aspx)
36
Luke Suave, Manager, Moxie’s Classic Grill, March 2, 2011
37
ibid
38
ibid
39
ibid
40
ibid
41
ibid
42
http://www.facebook.com/MoxiesClassicGrill
http://twitter.com/Moxies_official
43
http://www.moxies.ca/giftcards
44
(http://www.snapguelph.com/index.php?option=com_sngevents&id%5B%5D=118497)
45
(http://www.sfgroup.ca/sfgolf/sponsors.html)
46
http://www.moxies.ca/AboutUs/Default.aspx)
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Saucy Grill Marketing Plan November 7, 2011
47
http://www.moxies.ca/AboutUs/Default.aspx
48
http://www.moxies.ca/AboutUs/Default.aspx
49
http://www.yorkdale.com/stores/moxies-classic-grill/)
50
http://www.michaelsbackdoor.com/)
51
(www.opentable.com/michaels-back-door-restaurant)
52
(http://www.michaelsbackdoor.com/)
53
http: //www.facebook.com/pages/Michaels-back-door-restaurant/112322853935)
54
(http://www.rjentpub.com/index.php?option=com_content&view=article&id=368:michaels-dec-2010-
article&catid=25:eo-community&Itemid=179)
55
(www.michaelsbackdoor.com)
56
http://www.ccsd.ca/factsheets/demographics/demographics.pdf
57
http://www.homefinder.ca/demographics/Streetsville?nid=564
58
ibid
59
ibid
60
ibid
61
ibid
62
ibid
63
http://www40.statcan.ca/l01/cst01/famil27a-eng.htm
64
http://www.portal.euromonitor.com.library.sheridanc.on.ca/Portal/Statistics.aspx
65
http://www.financialpost.com/Canada+economy+expand+2010/2670361/story.html
66
http://www.ehow.com/info_7819309_do-rates-affect-small-restaurant.html
67
http://www.helium.com/items/1913600-will-the-slowing-economy-affect-restaurants
68
ibid
69
ibid
70
ibid
71
http://www.imf.org/external/np/exr/faq/ffpfaqs.htm
72
ibid
73
ibid
74
ibid
75
ibid
76
ibid
77
http://www.ota.com/organic/mt/business.html
78
http://www.qsrmagazine.com/articles/tools/105/hygiene-1.phtml
79
http://www.restaurantowner.com/public/department27.cfm
80
http://www.techdirt.com/articles/20030903/0230257.shtml
81
http://www.emenu-international.com/SiteFiles/20/1578/12619.asp
82
http://www.ehow.com/about_7464379_accounting-software-restaurants.html
83
http://restaurants.about.com/od/lawsinsurance/a/Employee_Rules.htm
http://www.search.e-laws.gov.on.ca/en/search/#LegalAdvice
84
http://www.canadabusiness.ca/eng/regulations/list/?results
85
http://www.canadabusiness.ca/eng/126/156/
86
http://www.mhp.gov.on.ca/en/smoke-free/factsheets/bars_restaurants.pdf
87
http://www.mhp.gov.on.ca/en/smoke-free/factsheets/bars_restaurants.pdf
88
http://www.inspection.gc.ca/english/fssa/concen/concengov/governe.shtml
89
Whats Hot in 2009. (2009). Restaurant Hospitality, 93(2), 32. Retrieved from EBSCOhost
http://web.ebscohost.com.library.sheridanc.on.ca/ehost/pdfviewer/pdfviewer?hid=10&sid=ca5acd9b-
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Saucy Grill Marketing Plan November 7, 2011
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This information was obtained directly from Sandy Drohan, Owner of Saucy Grill, through various
meeting and emails with her.
110
ibid
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ibid
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http://www.can-
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