Target AudienceKelsey’s Original Roadhouse has a set demographic target audience of those between the ages of 20 and 45. These prospects may be single or in relationships and may or may not have families. This restaurant wants to bring in couples, friends and families for an enjoyable lunch, dinner or late night experience. These clients may be from any ethnical background and from any religion.

They offer an experience for those who are interested in a fun night with pub food and a relaxing atmosphere. Kelsey’s offers dining for those who make $30,000 a year, plus, due to their average meal prices between $11 and $30. Kelsey’s targets those who are social media savvy and like to get product ideas from multiple media platforms (TV, direct mail, social media).

Kelsey’s Original Roadhouse targets Canadians in Ontario, Alberta, Newfoundland and British Columbia. Those living in urban and suburban areas, those who are in and around malls and outlet stores during their week. This restaurant offers service to those who like to go out for a weekly date or dinner with friends, spouse or family. They target people that like the experience of going out for dinner or a movie as an outing.

SWOT Analysis Strengths

Multiple restaurants across Ontario, Alberta, Newfoundland, British Columbia

Lunch, dinner and late night menu Franchise Kids menu Coupons and deals Seasonal events Verified on social media

Weaknesses

Closing down in some areas due to lack of business

Old and new locations with different feels/decor

Poor nutrition

Opportunities

Rediscover their brand Delivery

Threats

Pub food Other brands are taking over

GoalAs this company solely relies on appetizers and specialty drinks as their USP, I, as a sales specialist would like to use direct mail (coupons), events and traction to their website as ways to increase their sales by 10% in the last quarter of 2017. I would like to get away from the well-known drinks and apps and focus on the full experience and the other meals that they offer.

Direct Mail ReviewThe direct mail piece I received was a colourful post card with coupons, new items, and freebies on it. When first looking at this piece of mail you would not know it is from Kelsey’s Original Roadhouse. This is because their logo was changed drastically from the original logo that many people know and it was at the bottom corner much smaller than any other information on the card. When first looking at the card it looked like a KFC or fast food menu not a chain restaurant. This card only focused on the new items on the menu, which was a good incentive to bring people in to try the new foods. The photos are large and clear but as a consumer I would not know where to go to obtain these items.

Looking on the back of the direct mail piece there are 3 coupons for free kids meal, 15% off lunch and free entree. Each of these have the word Kelsey’s written across the bottom of them, but once again a logo that not many would recognize due to the quick brand change. I do think there should have been a more subtle brand change. Under the coupons are two deals for a collectable puck coaster and a Budweiser glass. I think that they are trying to stack too much information onto one piece of direct mail.

This card has multiple calls to actions. Those including new items until February 19 2017 and coupons as well as the freebies they are offering.

I do like the cleanliness of the card and the constant use of similar fonts and colours as it brings it all together. This direct mail piece matches the colours and fonts and logo of the website and the information can be found under the section “coupons”. The logo does match with their social media and the high quality photos are across each platform including the website. (See appendix 1)

Recommended ChangesIf I were to redo this card I would change it quite drastically. First I would start by making the logo at least double what it is now. This way it will be visible and the first thing you see. I would take away the size of the new food items and either combines them into paired meals (wings with deep fried Twinkies) into one photo. This would save room on the card and allow the viewer to be more enticed to purchase both rather than just looking at the one item. I would keep “Menu Items” but would make for a limited time larger. This would gain quicker interest from the consumer and know exactly what the mail piece is about right off the bat.

As for the back of the card I would use the full logo on the coupons instead of just the word “Kelsey’s” - this would reinforce the brand and remind the customer what the mail piece is for. The two freebie sections could have the photo enlarged to catch the attention of the consumer. I would also stay away from the broad use of fonts. Simple is better.

Once again, for the entire card I would keep the amount of different fonts to a limit; there are at least 10 different fonts, if not more. Too many fonts are a distraction and the card is already very busy.  (See appendix 2)

Sales Promotion StrategiesWhen looking into sales promotion strategies, I think it’s best to bring traction to the website and add to the website as well as host events in the restaurant as well as attend events.

Bringing traction to your home website is one of the hardest things a company can do. I suggest that you start by adding your website to any direct mail pieces that you are sending out. I also think that it is a good idea to attach links to your website through your social media platforms. A website can be very boring but I do think that yours is very clean and well put together. I do think there is some room for testimonials or fun videos (making special drinks, commercials, cooking the food). Doing this will get customer interaction and gain interest from the customer. It will allow potential customers to stay longer on your website and go through all that it has to offer.

I think that testimonials will help your customer traction because many people that do not know about Kelsey’s may not try it until they research reviews. Having these on your website limits the Google search that most people do to get reviews. This way you could also filter out the bad from the good reviews.

The next idea is events. I think that you should host an event in restaurant to bring traction to your location. Things like sporting events or holiday events etc. could bring in the target audience that you are either lacking or want to focus on. For example: you could host a hockey event. You could create an entire hockey atmosphere. This could be done by putting the game on all of the TVs, decorating the restaurant with flags, and napkins, table clothes, etc. You can advertise on multiple media platforms to bring fans to

your event. This could be done for any sports game of the audience you want to bring into the store. For your sporting event you can create different appetizers and specialty drinks that would go along with the game and create deals for that day/night.

If you were interested in attending events away from your location, summer fairs and events would be ideal. For example; Belleville has waterfront weekend. Many other restaurants in the area bring a food truck down to the event and go around with coupons and flyers for their restaurants. I think this would be a fun way to catch the attention of families and couples in your target audience. Understandably, you wouldn’t be catering full entrées, but deserts and small appetizers would be perfect for this type of event. The coupons and flyers that you hand out could be for that certain weekend or for any time you would like. Just getting you out there, giving that personal fun touch would be the most ideal.

Appendix

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Nicola BattagliaJackie St. Pierre

April 2017Sales Promotion