385 walnut street ext.   agawam, ma 01001 (413) 789-3525 http:

385 Walnut Street Ext.  Agawam, MA 01001

(413) 789-3525http://www.ebsrestaurants.com

Table of Contents

Mission Statement

To ensure that each customer receives prompt, courteous, and professional service, while treating staff and customers with the

utmost respect. Providing a clean, comfortable, and fun atmosphere for the whole family. To keep prices fair, and our ingredients fresh. By maintaining these

objectives we will stay connected and give back to the community.

• Is an assessment technique which allowed us to look at the positives and negatives within E.B.'s Specialty Chicken Restaurant along with those outside of it.

• After evaluating our strengths, weakness, opportunities and threats we were able to get a better view of what is being done accurately and also what needs improvement.

SWOT Analysis:

Family Orientated [Creates an atmosphere where everyone feels welcomed]

Open 7 days a week [Offering takeout or delivery]

Good location [Same spot for 25 years, Visible from the main road, Only one of 2 restaurants in the surrounding area]

4 TV’s [Provides entertainment while you enjoy your meal]

Reasonable prices[Huge portions for the amount paid]

Special menu deals[Combo meals along with the “Calendar of Value”, Coupons]

The Big E [Allowed the business name to be expanded beyond the local market]

Strengths S

Not a huge variety of food [Most menu items contain chicken, Small variety in Italian choices]

Website

Advertising [Local newspaper ad or flyers]

Not large restaurant[Seating room can be improved]

Weaknesses W

Added menu items

Opening an additional location [Not many restaurants in town]

More efficient ways to do value cards

Opportunities O

Competition such as other chicken restaurants

Economy [Less people eating out due to lower wages and raise in prices]

Threats T

Marketing Objective

• Update the website and the online menu.

• Find and implement a new system for the value cards.

• Print advertisements

Target Market

• EB’s Target Market is– Families– Person’s in the nearby community– Corporations (catering, business billed option)– All Ages!

Marketing Mix

Product Place

Promotion Price

Product

• appetizers, salads, soups, combo meals, sandwiches/wraps/grinders, entrees (chicken, pasts, etc.), drinks, wings, 2 desserts

Promotion

• sponsoring youth sports teams, newspaper advertising, website, Facebook and twitter

Place

• dine in, take out, delivery, Big E, gift cards in Costco

Price

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Packaging

• gift card packaging, take out (put menus on outside of bag), website, look of store (NEWLY REDONE!)

IMPLEMENTATION

1. Improve value card system

2. Improve website

VALUE CARDS• Right now, the system that we use is; when

recipe prints, the counter worker writes the card holder information on bottom of recipe and files it. Within a week or so the numbers get put into the computer, coupons are mailed out periodically.

• Every $10.00 you spend you earn a point.• When you reach 25 points you get a $10.00

gift certificate in the mail.• Also, the card holder and up to 3 family

members can receive a birthday coupon; that is $4 off $10 or more.

New Value Cards

• Ideally, the card system needs to be fully computerized, however it is quite costly, I think that it would be beneficial for the restaurant. Also there needs to be a way to keep people updated on the amount of points they have. There is also a potential way to save money, instead of mailing out the coupons we could find a way to print them out once the point amount is met.

WEBSITE

Website Changes

1.Update with new color scheme.1. Tan and maroon

2.Take new pictures; inside of restaurant has been redone.

3.Information on home page needs to be updated because the restaurant has moved from some of the locations.

4.Add more pictures of food.

Three-Legged Marketing Stool

• Acquisition• Retention• Reactivation

Acquisition

• Acquisition is when the company firsts attracts the customers, usually done with advertising.

• EB’s will:– increase advertising by broadcasting (radio,

commercial)– print (newspaper ad)– make website better, coupons are on the website

Retention

• Retention is keep the current customers purchasing the services.

• EB’s will:– Have specials with low prices every single day– offer value cards (every dollar you spend you earn

points. Points = Coupons!)

Reactivation

• Reactivation is when the restaurant loses the interest of it’s customers and tries to get them back.

• EB’s will:– Send Coupons– Produce new items/ perks to value card holders

BUDGETITEM BUDGET

Print Advertisments $500/year

Gift Card donations $2000/year

Bag stuffers $500/year

Team sponsorships $1200/year

Facebook FREE

Twitter FREE

TOTAL: $4,200/year-Want to add in more print advertisements, revamp the website, possibly get take-out bags with logo.

Can afford a new budget of $9,000.00

PORTFOLIO MATRIXSTAR

WINGS: on the bone, or bonelessBEER : BBC beer on tap

CASH COWSIDES: pasta, fries, salad, baked potatoesSalads: entrée size (includes chicken), and side sizeSOFT DRINKS: we pay $.27 per 22 oz. cup and we charge $2.60 for a refillable 22 oz. cup

PROBLEM CHILDCLAM STRIPS: First implemented during Lent, did very well; has slowly been going down hill. Hopefully will pick back up

DOGBOTTLED SODA: We offer 2 liter bottles of soda for take-out and delivery. We pay $1.90 per bottle and we sell them for $2.25. A profit is still there, but not much.

Competitive Advantage

• We offer delivery, catering, and take out.• Party Planners• We were at the Big E with our food, and also we

were the only place at the Big E to carry Berkshire Brewing Company’s product.

• Give Back Mondays• Daily deals for dine-in and/or take-out• Corporate Accounts• TV’s for sports fanatics

GIVE-BACK MONDAY’S

Give-back Monday’s is a program that started at the beginning of this year. A local organization can come into the restaurant and sign up to be the featured group on a specific Monday night. Give-back Monday is a fundraiser where the group receives 10% of the profits for the entire day.

Some groups in town that have utilized this as a fundraiser are:1. Rosie Robotics2. AHS Football3. Boy Scouts4. Junior High PTO5. Friends of the Senior Center

**Also as part of the restaurants initiative to give back to the community, we sponsor youth sports team and put ads in local program books. We almost never turn an organization away when they come in for a gift card donation, $20.00 gift card is

normally given out.

CORPORATE ACCOUNTSEating made Easy! Order now, PAY LATER!

•Any private business, public business, or organization can qualify for a corporate account.

•Offers freedom to order now, and pay later.•Can order off of party planner menu, or regular menu

•When approved, a number is assigned to your business/organization. Only employees that the account holder authorizes will be able to place orders.

DON’T FORGET WE DELIVER

PARTY PLANNERS•For large quantity orders.

• Wings, boneless, nuggets, lasagna, meatballs, ziti, salad, sausage peppers & onions, sandwich/wrap platters.

Available for pick-up & delivery

EXTRASNapkins- complementaryBread and butter- .25/personBeverages

*can also use value card to earn points*

IN-HOUSE PARTY PLANNERS•Banquets on Sundays

• 11 am – 2pm (up to 60 people)

Can do team dinners/birthday parties$8/person BASE PRICE

Sit-down family style$10/ person BASE PRICE

Cost Competitive Advantage

• Large portions for your meals

• Daily deals as well as coupons on our website

• Gift cards sold at Costco, spend $80 for $100 gift card. Available in MA and CT.

CALENDAR OF VALUE-All chicken entrees $1 off

-Beer Battered fish and chips!$1 off all chicken entrees

-Get $3 off 30 wingsAFTER 7pm

-Get $2 off 20 wingsALL DAY

WEDNESDAY

THURSDAY

FRIDAY&SATURDAY

SUNDAY

TUESDAY&WEDNESDAY-All grilled or crispy chicken salads $1 off

MONDAY

SUNDAY-TUESDAY-Buy 5 boneless wings, get 5

free, after 5pm*

-ALL-YOU-CAN-EATHOT or TNT Buffalo wings

$13.75*

PR

• Article on facebook • http://www.facebook.com/photo.php?fbid=2

34786233243796&set=a.104875582901529.13454.100001372623050&type=1&ref=nf

• CBS3 Springfield News Report / Video• http://www.cbs3springfield.com/story/15589

848/deep-fried-shepherds-pie-named-winner-of-big-e-corn-challenge#.ToubCaQezzI.facebook

Sources

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