MARKETING PLAN FOR CURT’S CAFE

KickASE Marketing

INDUSTRY & CATEGORY

ANALYSISCoffee Shops

MAJOR COMPANIES

Source: Hoovers

OVERVIEW

33%

16%

51%

Coffee Shop Market Share

StarbucksDunkin' Brands Inc.Other

Source: http://www.statista.com/statistics/250166/market-share-of-major-us-coffee-shops/

OVERVIEW

▪ Part of specialty eatery industry▪ Average 20,000 stores

▪ Combined annual revenue $10 billion

▪ Forecasted growth moderate over next two years

▪ Driven by consumer spending and preference

OVERVIEW▪ Typical customer

▪ 25-45▪ Affluent▪ Educated

▪ Brand names are important

▪ Community programs help independent coffee shops establish local relationships

▪ Inviting store environment and great customer service are extremely important

OVERVIEW

Positive word-of-mouth especially important for independent coffee shops with small marketing budgets

COMPETITIVE LANDSCAPE▪ Consumer taste and personal income drive demand

▪ Compete with

▪ Small companies can compete effectively by offering specialized products, serving local market, or providing superior customer service

Convenience stores Gas stations Quick service/fast food restaurants

Donut shops Gourmet food shops

OPERATIONS▪ Coffee shops depend on customer traffic

▪ Located in areas convenient for pedestrians and drivers

▪ Typical locations:

▪ Many customers consume beverages in the shops therefore a comfortable environment is important to provide positive customer experience

downtown malls University campuses Office buildingsSuburban shopping centers

COMPETITORS• Location

• Brand recognition

• Quality

• Atmosphere

• Cheap

• Convenient

• Fast

• Location

• Local

• Variety of baked goods

• Location

• Specific target audience

• Weekend brunch

• Local

• Café

• More extensive menu Curt’s Café has great location, high quality food, new menu options, and

a friendlier atmosphere not found at chain cafés

BRAND ANALYSIS

BRAND EQUITY STATEMENT

Many coffee shops can boast that they are about community, but not many actually mean it. Curt's Cafe is a

genuine local coffee shop that is all about traditional neighborly hospitality. The quality breakfast and lunch options

are carefully and lovingly created by one special head chef, Elena. Families can come and enjoy a healthy meal

without losing any of the flavor. With options like fruit loop waffles and PB&J sandwiches, the little ones taste buds

are also pleased. When you step into Curt's you are entering a second home. Friendly staff welcome you to the

comfortable environment. Curt's individuality is expressed through its unique style that instantly relaxes you. It's

patrons have come to think of Curt's like home away from home.

Curt's is a warmhearted establishment that gives you the opportunity to give back to what you value, your

community. Our mission to help the youth of Evanston receive training, will change their lives forever. Come by to

Curt's where everyone is welcomed.

STRENGTHS

Ambiance

MissionGood Food

Specialty food & drinks

“living room” to host groupsStaff that cares & is committed to the

company

a

Ambiance is most important to customers on top of good quality food and accommodations

WEAKNESSES

Does not want to make students

main focusStaff in training

Limited budget Limited menu

THREATS

More convenient competitors• Low awareness

Limited budget• Consumer’s brand name preference

OPPORTUNITIES

Improve customer service• Use free/inexpensive tools for marketing

Expand menu• Partnership with real estate office

RESEARCH

QUANTITATIVE RESULTS

QUANTITATIVE RESULTS

QUANTITATIVE RESULTS

CONSUMER ANALYSIS

WHAT CURT’S CUSTOMERS ARE SAYING

“I didn’t know about the mission, but I’m glad to

know more about it”

“helps to know you’re helping”

“good place for conversation”

“couches has family home feel that you

don’t get at corporate coffee shops”

"fresh made food, events, good place to relate with

people, never seen that at Starbucks or Panera"

“comfort has to be good”

TARGET AUDIENCE▪ Evanston residents (2 mile radius)

▪ Age 35 and up

▪ Health conscious

▪ Care about their community

▪ Socially aware

▪ Men and women

OBJECTIVES

KEY CONSUMER INSIGHT

While high quality food and a comfortable environment are important to consumers, they are more inclined to be loyal if the shop has a local

social mission

ADVERTISING OBJECTIVE

Increase awareness of Curt’s social mission

MESSAGE STRATEGY

Present Curt’s as the place where community comes together and everyone is welcomed

BIG IDEA

TAGLINE

“Everyone’s comfortable here”

PRINT ADVERTISEMENTS

Everyone’s comfortable here

How do you know if you’ll fit

in at Curt’s?

Don’t worry, you will.

Will you find people like you at Curt’s?

Absolutely.

Everyone’s comfortable here

PRINT ADVERTISEMENTS – EVANSTON ROUNDTABLE

Everyone’s comfortable here

Our couch is non-exclusive.

Is Yours?

PRINT ADVERTISEMENTS – EVANSTON ROUNDTABLE

Everyone’s comfortable here

How can you help your

community?

one cup at a time.

PRINT ADVERTISEMENTS – EVANSTON REVIEW

EXAMPLE-IN MAGAZINE AD

SOCIAL MEDIA

SOCIAL MEDIA CAMPAIGN-TWITTER

A neighborhood gathering place with a judge-free, warm atmosphere, that welcomes everyone to the community of Evanston. With freshly

made coffee, sandwiches, and baked goods, everyone is comfortable here.

Evanston, IL – http://curtscafe.org

SOCIAL MEDIA CAMPAIGN-FACEBOOK

Fresh-roasted coffee, expertly crafted lattes, sandwiches, with freshly-baked scones and muffins, and super healthy green drinks, all served up in a warm and welcoming neighborhood atmosphere. Curt's Cafe offers all this goodness with a mission to support the community of Evanston. Curt's provides training and job placement for at-risk youth, supports community food enterprises, and promotes local artists and musicians. Curt’s is the place of comfort and non-judgment of locals who need a place to escape. Stop by today and enjoy!

SOCIAL MEDIA CAMPAIGN-INSTAGRAM

•Sending pictures of couches

•Sending pictures of how people get comfy in odd places

•More pictures of customers-creates communication

•More interaction about comfort• What makes people comfortable?• How do they become comfortable in other spaces?• What kinds of food or drink makes them feel appreciated?

SOCIAL MEDIA CAMPAIGN-PINTEREST

SOCIAL MEDIA CAMPAIGN-YOUTUBE

ofocus on communicating with customers of Evanston Community

osocial media, print ads, out of home ads, and word of mouth

oawareness of social mission, atmosphere, and comfort

SUMMARY

THANK YOU!