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TYPICAL Peter Dondlinger - Research Administrator & Editor Landon McDonald - Co-Research Analyst & Editor Mallorie Moore - Lead Research Administrator & Assistant Designer Zach Oltsik - Co-Research Analyst & Editor Samuel Seitz - Lead Designer A DVERTISING Mimi’s Cafe

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TYPICAL

Peter Dondlinger - Research Administrator & EditorLandon McDonald - Co-Research Analyst & Editor

Mallorie Moore - Lead Research Administrator & Assistant DesignerZach Oltsik - Co-Research Analyst & Editor

Samuel Seitz - Lead Designer

ADVERTISING

Mimi’s Cafe

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ACKNOWLEDGMENTSThis semester has been full of excitement and hard work. We be-

lieve that by completing our campaign, we are ready to enter into the

working world. We would like to thank Professor Timothy Bengtson

for guiding us through this rigorous and exciting project. Secondly,

we would like to thank Mark Mears for giving us the opportunity to

work on a campaign for a company as large as Mimi’s Cafe and for

finding the time in his busy schedule to meet with us. We would also

like to thank the William Allen White School of Journalism for helping

us along the way to ultimately succeed and receive a college degree.

None of this hard work and creativity would have been possible with-

out the help of everyone who has been a part of creating the curric-

ulum and this campaign.

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CONTENTSEXECUTIVE SUMMARY 4SITUATION ANALYSIS 5

Client Analysis 6

Industry Analysis 8

Product Analysis 10

Consumer Analysis 11

Competitive Analysis 28

SWOT ANALYSIS 30Strengths 31

Weaknesses 32

Opportunities 33

Threats 34

CAMPAIGN OVERVIEW 35Overarching Challenges 36

Campaign Objectives 37

Target Audiences 38

CREATIVE PLATFORM 42CAMPAIGN STRATEGIES 43MEDIA PLAN 48

Print Ad 1 50

Print Ad 2 51

OVERALL BUDGET 52TIMELINE 53EVALUATION PLAN 54FIN 55BIBLIOGRAPHY 56APPENDIX 58

Focus Group Questions 59

Survey Questions 61

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EXECUTIVE SUMMARYBased on secondary and primary research into the history and current status of the Mimi’s

chain. ATYPICAL ADVERTISING has identified the key problems and opportunities that face

the brand and created a campaign plan that will address these issues. Along with research into

the financial details and trends of the industry, an analysis of focus group and survey results

revealed the critical obstacles that Mimi’s must overcome. In order to engage concerns, one-on-

one interviews were conducted with an expert architect, an attorney and a young professional.

According to the research, the primary problem that plagues Mimi’s is a lack of identity and

cohesiveness for the brand. The focus group and survey results revealed that a majority of con-

sumers are not aware that Mimi’s is a French restaurant, and focus group participants stated

that the quality of food, customer service and ambiance are not consistent after repeat visits.

The awareness is there, but Mimi’s is not a top-of-mind restaurant when consumers consid-

er dining establishments. Another issue that arose is the impression that French restaurants

are stuck-up and expensive, which could be alleviated by using a tagline that emphasizes the

French aspect while still holding onto the American side of the restaurant.

The campaign sets forth a plan that includes advertising ideas, a website and menu redesign,

social media concepts and architectural improvements to draw the brand into a tight, cohesive

identity and improve patrons’ overall impression of the restaurant. The target market is young

professionals between the ages of 25-34 who do not have children, working mothers in the

same age group as well as 65+ retirees whose children no longer live at home. The campaign

positions Mimi’s as a dining establishment that gives customers a unique and fun experience

that emphasizes the French heritage of the brand while reassuring patrons that Mimi’s has an

American touch.

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SITUATION ANALYSIS

CLIENT • INDUSTRY • PRODUCT CONSUMER • COMPETITIVE

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CLIENT ANALYSISHistory

Founded by Arthur J. Simms in 1978, Mimi’s Café is

a neighborhood bistro offering a diverse array of

good food, fine wine and a warm, charming atmo-

sphere inspired by Mr. Simms’ life-changing en-

counter with the lovely French maiden he courted

during the final days of World War II.

The Mimi’s brand grew into a national chain during

the late 1990s and early 2000s, eventually reaching

144 locations as a subsidiary of Bob Evans Farms,

which bought the chain in 2004 for roughly $182

million (Nation Restaurant News). As the chain’s

popularity increased, Mimi’s began offering a style

of food that blended French sweetness with New Or-

leans sizzle. Customers were now invited to dine in

one of several themed rooms within the restaurant,

including the Café, Bistro, Winery, Garden and Patio.

Its in-store bakery specializes in serving up piping

hot trays of Mimi’s world-famous muffins, which

have become nearly synonymous with the chain.

Throughout its history, however, the driving force

behind Mimi’s has always been customer service.

This includes the necessity of hiring friendly, en-

gaging employees who promote Mimi’s values and

project an air of warmth, sincerity and general help-

fulness. After the chain was sold to Groupe LeDuff

in February of 2013, the classic Mimi’s uniform and

restaurant exteriors were changed to reflect a move

towards a more contemporary upscale sensibility.

Mimi’s has always been active in giving back to the

communities who help to support its continuing

success. The chain works to support local charities,

engage in non-profit fundraisers and participate in

food donations that contribute to everything from

hunger relief to heart disease research. Mimi’s Café

is committed to helping others “escape the every-

day”, whether through great food or good works.

SITUATION ANALYSIS

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CLIENT ANALYSISAs it stands

Le Duff America Inc. purchased Mimi’s Cafe from Bob Evans Corporation on Jan. 28,

2013, for a sum of $50 million (Restaurant Nation, p. 2). Le Duff America Inc. is a

two-year-old company that owns and operates cafe-bakeries, coffee houses and bou-

langeries across the country. The company was incorporated in 2011 and is based

in Dallas, Texas. It is a subsidiary of the second-largest bakery-cafe company Group

Le Duff, which is a 37-year-old French-based corporation. Le Duff is in charge of La

Madeleine Country French Cafe, Bruegger’s Bagels, Timothy’s World Coffee, Brioche

Doree and most recently Mimi’s Cafe (Restaurant News). Mimi’s Cafe as well as Le

Duff concentrates on quality, authenticity, value and hospitality.

Le Duff America plans to retain the deep heritage of the Mimi’s brand and keep what

the guests love about the establishment while investing in the restaurant as a whole

to keep it afloat in the future. Prior to the purchase of Mimi’s, Bob Evans was testing

a complete redesign of the brand in Valencia, Calif., and Le Duff plans to continue the

evolution of the bakery/cafe concept that was introduced. Le Duff plans to invest in

updates to its other existing locations in order to keep a consistent look to emphasize

its French-inspired cuisine. Mimi’s will improve the menu by adding various options,

and the corporation also plans to focus on Arthur J. Simms’s original vision.

SITUATION ANALYSIS

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INDUSTRY ANALYSIS

Industry Overview

The restaurant industry includes a vast array of

feasting establishments, which can loosely be bro-

ken down into two main categories: fast food and

casual dining. Companies in the casual-dining busi-

ness provide food services to seated patrons who

are served by wait staff and pay after eating and

whose “economic prospects look positive,” according

to Eric Giandelone, director of foodservice research

at Mintel (Giandelone, 2013). This industry is highly

fragmented, with the 50 largest companies account-

ing for 20 percent of the market.

Because of intense competition and high lev-

els of saturation in the United States, this in-

dustry has experienced slow growth, and many

restaurants have expanded their menu op-

tions hoping to attract a wider demographic.

Consumer interest in ethnic restaurants is growing,

and 55 percent of those surveyed in a Mintel report

on ethnic food said they are more open to ethnic

choices than in the past. “As the American popu-

lation becomes more diverse, awareness of ethnic

cuisine is increasing,” said Giandelone. “However,

diners are still most familiar with cuisines inspired

by the regions of Italy, Mexico and China. For restau-

rants with menu cuisines from outside these areas,

education may be necessary.” About 40 percent of

full-service restaurants have an ethnic focus, and

five percent of restaurants are steakhouses, piz-

za parlors or focus on seafood with alcoholic bev-

erages comprising 15 percent of restaurant sales

(Hoovers).

Industry & Menu Trends

The foodservice industry is heavily affected by the

ebb and flow of the economy. “Even though the re-

cession is over, price sensitivity has remained,” said

Bethany Wall, foodservice analyst at Mintel. “Many

restaurants are taking part in pricing wars with deep

discounts …Introducing more healthful fare has

helped bring new attention to this segment while

re-branding efforts and menu variety has also been

a key strategy.” According to Mintel’s 2012 Casual

Dining report, casual dining sales have increased

7.2 percent from 2007 to 2011 and are projected

to grow an additional 11.7 percent to $130 billion

in 2017. The top six chains, in order, according to a

survey by Nation’s Restaurant News magazine are

as follows: The Cheesecake Factory, P.F. Chang’s,

Bonefish Grill, Olive Garden, Carraba’s and Mimi’s

Café (Business Source Complete).

“European cuisine grew the most at 143%

between Q2 2009-Q2 2012 indicating

that it may have a resurgence after years

of Mediterranean, Asian, and Latin cui-

sines being in the limelight.” - Beth Wall

SITUATION ANALYSIS

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INDUSTRY ANALYSIS

Industry & Menu Trends

With unemployment high and a slumping economy,

many families are finding that they have to tight-

en their wallets when dining out. Around half of the

respondents in a Mintel survey said they use cou-

pons from advertisements, and nearly a quarter said

they plan to dine out less often in 2013 (Mintel). In

response to the economic downturn, many restau-

rants have begun branching out into social media

in an effort to attract new customers. For example,

Five Guys has used Twitter and Facebook to build

brand loyalty, and its simple and consistent message

is more likely to be carried throughout the web than

any other restaurant. Twitter is the top social media

site for conversations around brands, with 66 per-

cent of online mentions (Mintel).

Along with tightening wallets, many Americans are

attempting to tighten their belts when dining out.

Because of increasing obesity rates, restaurants

across the country are offering more varied and

healthier options on their menus. According to a

Mintel report, “gluten free” options topped the menu

claim items with an increase of 274 percent from

2009-2012 and more than a quarter of consumers

concur that their selection of restaurant is influ-

enced by the availability of health-conscious choic-

es. In 2012, however, only 3.3 percent of items car-

ried a nutritional claim, a number that increased 32

percent from 2009 (Mintel).

“A majority of Americans say they are

more open to ethnic dining than in the

past, and an opportunity for growth now

exists if ethnic concepts move quickly to

capture it.” - Eric Giandelone

One category of the restaurant industry that actual-

ly grew during the recession was ethnic food, a sub-

division that grew 12 percent from 2007-2009. “The

ethnic-foods boom is fueled by consumer interest in

global cuisines,” said Giandelone. Traditional Amer-

ican cuisine has, by far, the most number of menu

items, followed by Italian and Mexican choices.

However as consumers become more adventurous,

they are finding that European dishes are capturing

their interest more than ever. Compared to Ameri-

can, Italian and Mexican offerings, European cuisine

grew the most at 143 percent from 2009-2012, sug-

gesting that consumers are becoming more daring

with their menu selections (Mintel).

SITUATION ANALYSIS

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PRODUCT ANALYSIS

Mimi’s Cafe is a French-inspired restaurant that operates 145 locations, three of which are in the Kansas City

area. Mimi’s offers a wide variety of cuisine and features separate menus for breakfast, lunch and dinner. The

restaurant operates from 7 a.m. - 10 p.m. Monday through Thursday as well as Sunday, and 7 a.m. to 11 p.m.

on Friday and Saturday.

Mimi’s offers a warm, welcoming atmosphere and prides itself on exceptional customer service. The current

menu encompasses a wide array of food and offers a taste for every palate. The restaurant features four

unique dining settings in which customers can enjoy their meal: the Café, Bistro, Winery, Garden and Patio. A

new trend today is the amount of consumers being attracted to chain restaurants, call ahead, curbside-to-go,

e-club memberships, social media presence and coupons (ConsumerReports). This restaurant contains what

is attractive to consumers and has a huge opportunity to expand its market.

Currently, Mimi’s is best known for its exceptional muffins, which accounts for a high percentage of sales.

Many customers frequent Mimi’s for its home-style cooking, including coveted menu items such as the pot-

pies and French onion soup. Mimi’s generally has good reviews on the different websites about the quality

of their food, but it seems to have some problems in the service part one reviewer said, “We were promptly

seated, however, we had to wait 40 minutes for our entrees! During that time we asked for bread. After being

served the bread our waitress did not return to check on us”. It was mentioned that the new change in the

environment and service has been occurring, this is something that is being addressed (Yelp).

In addition, Mimi’s is very active in the community and donates to many philanthropic organizations. Mimi’s

is committed to providing a great experience and excellence in all aspects of its organization. Mimis does a

great amount of work in various communities. It concentrates on giving back and focusing in donating money

to end hunger, Women’s health and wellness and children’s health and wellness. Giving back to the commu-

nity is something that Mimi’s prides itself in being a part of (Mimi’s Cares).

SITUATION ANALYSIS

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CONSUMER ANALYSIS

The current consumer base for Mimi’s Cafe is 70 percent female. Patrons generally fall between the ages of

50 to 70, the majority being retired or nearly retired (Mark Mears). Mimi’s tends to attract an older crowd for

its consumers. The new target market is young professionals between the ages of 24 and 35. Mimi’s goal is

to attract a new, younger crowd while keeping its current customer following (Restaurant News). Mimi’s op-

erates 145 restaurants nationwide(Mimi’s Cafe Website). Its goal is to concentrate on attracting the younger

age group in order to broaden its market for loyal customers. The goal is to attract these younger audiences

and make them repeat customers by using new creative techniques and focusing on giving the customer

a novel experience. It plans on doing this through revamping its current locations from the building, food,

people and overall ambiance. It is focusing a lot on the experience of the meal. The brand must focus on the

customer before anything else.

Mimi’s Cafe has the opportunity to enter into a very unique and niche market. Consumers already know the

name, but they don’t know that it is a French-American restaurant. Through a new campaign of social media,

new designs, advertisements and promotions, the brand can spread its reach to the younger consumer it is

looking to attract.

Analyzing Mimi’s strengths, weaknesses, threats and opportunities, ATYPICAL ADVERTISING learned that

Mimi’s has a unique opportunity to expand its current customer base. It needs to emphasize its French-in-

spired theme and spread the word that a meal at Mimi’s is more than just a meal; it’s an experience. Multiple

participants from the focus group stated that, until the focus group, they didn’t even know it was French!

The mixture of French and American themes is a definite advantage as it helps to attract a wider audience

through diverse menu options. Mimi’s is an established brand in the saturated and competitive restaurant

industry, and it has the ability to reach markets nationwide to sustain and improve its business.

SITUATION ANALYSIS

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CONSUMER ANALYSIS

Primary Research

Before conducting primary research, secondary research showed

that Mimi’s Cafe was not at top-of-mind-awareness among consum-

ers and the brand identity is weak. Secondary researched also indi-

cated that the majority of consumers are unaware of Mimi’s French

theme and of its French roots. Numbers can only show you so much

about how consumers view a brand, therefore conducting primary

research was crucial to understanding where Mimi’s lies within the

mind of the consumer. Primary research revealed how consumers

identify with a brand emotionally, and demonstrated the dining-out

habits that drive customers to a restaurant.

SITUATION ANALYSIS

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CONSUMER ANALYSIS

What style of architecture does the restaurant fall under?

European

What year is this style of architecture?

1930s

What are some easy solutions to change

the outside appearances without costing

the company everything?

The logo could be a better color

and maybe not so many mixed col-

ors on the building. I would almost

think this building would be in

Holland, Germany or Switzerland.

The concept of Mimi’s Cafe is a French-inspired cuisine restaurant..does this architecture match the mis-

sion?

I would say if I saw it, I would want kraut and brats.

What would be a rough estimate of the cost it would take to change the KC restaurant to look like the CA

restaurant (painting, new awnings, etc.)?

I would guess about $ 25,000.

ONE-ON-ONE INTERVIEW

Tom DondlingerContractor, President of Dondlinger Construction

SITUATION ANALYSIS

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What media outlets do you use most frequently?

In order of frequency: email, TV, Social Media,

Radio.

What social media sites do you use the most?

Google and Facebook.

How often do you dine out?

Five nights per week.

How often do you dine alone?

Rarely.

When dining out, what aspects must a restaurant

have to entice you?

In order: Customer Service, Hospitality, Price,

Convenience, Health, Ambiance

Are you more likely to dine at a restaurant that con-

tributes to a good cause?

No.

When I say “French cuisine,” what do you think of?

Creamy, rich food, expensive.

Would you take your children to a French restau-

rant?

Yes, because they are older.

Where do you go for breakfast?

I usually dine in.

Do you value a menu with a wide variety of choices

or do you prefer a more condensed menu?

Wide variety.

Do email and coupon incentives entice you to visit a

restaurant you have never been to before?

Yes, absolutely.

Have you ever heard of Mimi’s Café?

Yes.

Does it stand out as French?

No, not at all.

What would they have to change to make you re-

turn?

The menu and the ambiance.

CONSUMER ANALYSISONE-ON-ONE INTERVIEW

Amy SadehYoung Professional

SITUATION ANALYSIS

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What media outlets do you use most frequently?

Email, TV, Radio and Television.

What social media sites do you use the most?

Facebook.

How often do you dine out?

5-6 days per week.

How often do you dine alone?

1-2 nights a week.

When dining out, what aspects must a restaurant

have to entice you?

In order: Ambiance, Customer Service, Price,

Convenience, Hospitality, Health,

Are you more likely to dine at a restaurant that con-

tributes to a good cause?

No.

When I say “French cuisine”, what do you think of?

Heavy, creamy, high-fat food.

Would you take your children to a French restau-

rant?

Yes, because they are older and more likely to

enjoy it.

Have you ever heard of Mimi’s Café?

Yes.

What are your thoughts?

It’s mediocre, and it certainly doesn’t strike me

as French.

What would they have to change to make you re-

turn?

I would not change anything. The restaurant of-

fers a variety of food. I prefer a more intimate,

smaller setting that offers a menu with more ap-

pealing food that matches my palate.

CONSUMER ANALYSISONE-ON-ONE INTERVIEW

Jill WaldmanAttorney

SITUATION ANALYSIS

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Who

•One male, one female, age 24-35

•One male, one female, age 36-45

•One male, two female, age 50+

What

A focus group with individuals from the Overland Park area who were

included in the demographic of this campaign’s target audience.

When Where

April 17, 2013 Reece and Nichols Realtors

11901 W. 119th St.

Overland Park, KS 66213

Why

ATYPICAL ADVERTISING hosted a focus group in order to conduct

qualitative research to demonstrate the status of Mimi’s in the mind

of the consumer. Individuals within the target audience were asked

to attend the focus group and share their current thoughts about

Mimi’s Cafe. Seven people attended: three males and four females.

More females than males were invited because Mimi’s audience is 70

percent female, and more females would give more easily projected

results.

SITUATION ANALYSISCONSUMER ANALYSIS

FOCUS GROUP

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Dining-out Frequency

Participants were asked how often they dine out to

give an indication of their current dining-out hab-

its. Participants from each target audience indicat-

ed that dining-out was more common than cooking

at home, which means people are eating-out and

Mimi’s doesn’t have to change consumers habits to

get them in the door.

“A better question is how often do we not

dine out?”

Restaurant Appeals

When asked what aspects of a restaurant appeals to

them, respondents indicated that being able to get

a table quickly and hospitality appealed to them at

the start of a restaurant visit. They also indicated

that consistency with food and service are of utmost

importance when considering repeat visits.

“The atmosphere appeals to me, I want to

walk in and feel comfortable.”

“A welcoming atmosphere is more im-

portant than having an environment that

appeals to kids.”

Incentives

Respondents commented on the appeal of coupons

and incentives.

“Coupons prompt you to say, ‘Oh, let’s go

there tonight’.”

Participants said that when coupons are available,

they are more likely to go to try a new restaurant.

Email coupons were the most popular among re-

spondents.

“[Coupons] get you in the door...Especial-

ly if you already know you like it.”

SITUATION ANALYSISCONSUMER ANALYSIS

FOCUS GROUP

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French Cuisine

Respondents were asked to share what comes to

mind when they hear, “French cuisine.” Julia Childs,

baguettes, croissants and pastries were the top re-

sponses. Participants also indicated several nega-

tive connotations that resonate with French cuisine.

“If [we are] going out for something

French, then [we] look for something

French ... we don’t go to [Mimi’s] because

it’s French.”

The participants were then asked if they felt more

comfortable going to an exclusively French restau-

rant or a “French-American” restaurant. All respon-

dents agreed on “French-American” because of the

connotations associated with French cuisine.

“French-American ... My expectation of a

French restaurant is that it [will be] more

expensive with smaller portions and the

atmosphere [will be] ‘hoity toity.’”

The French Connection

When the knowledge that Mimi’s was a French

restaurant was raised, all of the participants said

they were not aware it was French, which is a cru-

cial indicator of Mimi’s brand identity in the mind

of the consumer. One respondent indicated that she

thought it had a New Orleans feel.

“ I thought it was based off of New Orle-

ans cuisine, but New Orleans cuisine and

French cuisine are not the same thing.”

“I thought it was a Ma and Pop, [home-

style meal] type of restaurant.”

“I learned it was French”

SITUATION ANALYSISCONSUMER ANALYSIS

FOCUS GROUP

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The Architecture

Respondents looked at photographs of Mimi’s

three Kansas City locations and shared their initial

thoughts on the architecture, colors and design. Par-

ticipants said the only aspect of the restaurant that

looked French was the awning.

“[The building reminds me] of Spanish

architecture or [something] you’d see in

Switzerland.”

“Mimi’s has a stigma that it’s for older

people, we never say let’s go to Mimi’s,

even though they have really good food.”

The Name

When testing slogans and taglines with the focus

group, respondents said the name Mimi didn’t create

a French connotation, so the participants gave their

suggestions. One response in particular seemed to

resonate well within the group.

“It needs to be something like, ‘Oui,

Mimi’s!’”

Restaurant Chains

When respondents were asked where they typically

think to eat on a night out, the respondents men-

tioned many of Mimi’s top competitors and surpris-

ingly many of them were chain restaurants. Mimi’s

can use this to its advantage because respondents

indicated that despite their similarity, chain restau-

rants always keep them coming back.

“Olive Garden and Red Lobster do a good

job; they are always friendly and always

good.”

The Skinny On Calories

When asked how they felt about a health-conscious

menu and if they liked each menu item to have the

calorie count next to it, participants expressed that

the calorie count sometimes overwhelms them and

now people are more concerned with gluten-free

and vegan choices. Participants said the menu should

have a separate section that lists a few of Mimi’s sig-

nature dishes reserved for the health-conscious.

“Maybe [Mimi’s] should have a healthier

section where they put the healthy items.

Some people don’t want to look at [how

many calories are in their meal].”

SITUATION ANALYSISCONSUMER ANALYSIS

FOCUS GROUP

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ATYPICAL ADVERTISING compiled a survey of 37 questions. The

mission of this survey was to understand the eating habits of the

target markets, what social media platforms they used and how they

identified with a brand heavily influenced by French culture and cui-

sine. The survey was sent out by each team member through email

and social media platforms. This distribution was highly effective

in attracting several responses from a wide variety of age groups.

The age groups consisted of mostly young professionals and a few of

the over-60 crowd. The survey provided many dynamic answers that

helped lead to the notion that Mimi’s should both characterize its

French roots and its menu diversity as American.

SITUATION ANALYSISCONSUMER ANALYSIS

SURVEY RESULTS

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Have you ever heard of Mimi’s Cafe?

The majority of survey participants have heard of Mimi’s Cafe. This

represents the foundation Mimi’s has already established and will

continue to push the brand forward as it is ready to try new and ex-

citing things for its strategic campaign.

SITUATION ANALYSISCONSUMER ANALYSIS

SURVEY RESULTS

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Is Mimi’s Cafe a French restaurant?

This graph resonates with one of our focus group participant’s re-

sponses which was, “I learned that it was French.” It is vital that

Mimi’s makes its French roots known as this will be a unique selling

proposition for the brand in a market crowded by several restau-

rants with specific culture cuisines. Mimi’s Cafe will use its French

roots to establish a brand identity and when people can finally put

a face to the brand it will become more top of mind. Mimi’s is The

French-American Restaurant.

SITUATION ANALYSISCONSUMER ANALYSIS

SURVEY RESULTS

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What encourages you to visit a restaurant you’ve never been to before?

The results to this question give valuable insight in to the best way

to reach new customers. Word of mouth is significantly important and

placing a high standard on social media efforts will help to spread

the word online coinciding with positive online buzz and customer

review categories taking up large amounts of the graph. Advertise-

ments are important but fortunately the online community provides

Mimi’s a great opportunity to develop their brand.

SITUATION ANALYSISCONSUMER ANALYSIS

SURVEY RESULTS

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Please compare the following restaurants on the given criteria:

The results of this graph resonate with our suggestion to renovate the

restaurant to be more like the new model in Valencia, Calif. Mimi’s

received reviews mostly as being old-fashioned. In order to establish

a revitalized brand identity Mimi’s must change their dated appear-

ance into something more clean, refined and modern.

SITUATION ANALYSISCONSUMER ANALYSIS

SURVEY RESULTS

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Would joining an e-club to receive coupons for special events at a restaurant interest you?

The purpose of this question is to gauge how survey participants

feel about receiving emails from their favorite restaurant. Are they

willing to fill their inbox with an extra email each week? The ma-

jority responded “yes” and fulfilled the idea that Mimi’s could run a

successful eclub campaign. The idea behind the eclub would be to

retain loyal customers in hopes that they spread the word of great

deals and great food.

SITUATION ANALYSISCONSUMER ANALYSIS

SURVEY RESULTS

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Would you be interested in attending a wine pairing or tasting?

The overwhelming amount of “Yes” responses prove that the Happi-

est Hour is a great idea and customers are always willing to find a

deal. The idea of having a wine pairing and tasting event would be to

increase customer visits and engagement with the restaurant. Social

media would be the next factor to fully solidify a loyal customer.

SITUATION ANALYSISCONSUMER ANALYSIS

SURVEY RESULTS

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Do you download restaurant apps that offer coupons or other incentives?

The results to this question further cement the importance of social

media in a strategic campaign. Social media is a great way to provide

a personal relationship with a customer and make sure their needs

are meet every time in the restaurant. Downloads and use of the app

increase top of mind brand awareness for Mimi’s and makes custom-

ers more likely to recommend the restaurant to a friend.

SITUATION ANALYSISCONSUMER ANALYSIS

SURVEY RESULTS

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COMPETITIVE ANALYSISCheesecake Factory

The Cheesecake Factory is an upscale dining chain

with more than 170 restaurants nationwide. The

menu offers more than 200 food options ranging

from sandwiches to burgers and steaks. The Cheese-

cake Factory is widely known for its 40 different

cheesecake options. Currently, its website has a 64

percent search rate, compared to Mimi’s 24 percent

(Alexa).

The Cheesecake Factory poses a threat because

of its strong brand identity. The immense size and

unique design of the Cheesecake Factory restau-

rants appeals to a wide variety of consumers. Cur-

rently, the company does $1,809.017 million in

revenue and employs more than 33,000 people

(Hoovers). Although the opulent design attracts

consumers, the upscale nature can intimidate them

as well. The restaurant is not widely considered ca-

sual dining and doesn’t appear to be as inviting as

other dining restaurants in the industry. The menu

prices tend to be higher, and the atmosphere isn’t

geared towards children. There are many similar-

ities between Mimi’s and the Cheesecake Factory,

chiefly the wide variety of menu options and the

emphasis on the customer experience. Mimi’s has

an opportunity to establish a strong brand identi-

ty and offer a substitute to the Cheesecake Factory

by offering a diverse array of culinary options at a

more affordable price.

Darden Restaurants, Inc

Darden competes in two dining markets: seafood

and “hospitaliano” (Olive Garden’s passion for 100%

delight). Darden is the number one casual-dining

operator in the United States and also competes in

Canada (Hoovers). With more than 185,000 employ-

ees, the company operates about 1,900 restaurants

with its flagships being Red Lobster and Olive Gar-

den. The restaurants have a 61 percent and 62 per-

cent search rate respectively, compared to Mimi’s

24 percent search rate (Alexa).

The two restaurants are competitive because they

offer reasonably priced menu options and cater

largely to families. The location of the restaurants

is typically centered around suburban areas, and

the restaurant designs are themed around the type

of cuisine they feature. This is a unique opportuni-

ty because it indicates that the right theme attracts

consumers, and if Mimi’s can capitalize on its spe-

cialized theme, it stands to gain a very loyal cus-

tomer base. Mimi’s is located in many suburban ar-

eas, offers affordable menu options and is focused

on creating a family environment. Darden also runs

Longhorn Steakhouse, The Capital Grille, Baha-

ma Breeze and Seasons 52. The marketing behind

Darden’s restaurants is powerful and is primarily

reminder advertising.

SITUATION ANALYSIS

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COMPETITIVE ANALYSISDarden Restaurants, Inc

Consumers know the brand identity of Red Lobster

and Olive Garden. Its themed platforms create an

opportunity for Mimi’s to be the French-themed

restaurant in an industry dominated by Italian and

seafood.

“Olive Garden and Red Lobster do a good

job; they are always friendly and always

good.” - One focus group participant

P.F. Chang’s China Bistro, Inc

P.F. Chang’s is a Chinese restaurant that offers up-

scale American service. P.F. Chang’s operates more

than 200 full-service Asian-style bistro restaurants

and also owns Pei Wei Asian Diner, which features

primarily carry-out services. P.F. Chang’s menu is in-

spired by culinary regions of China: Canton, Hunan,

Mongolia, Shanghai and Szechwan, and the decor is

inspired by Chinese culture. P.F. Chang’s strength is

its upscale Chinese cuisine paired with American

service and that differentiates it from other restau-

rants in the industry. P.F. Chang’s has the advan-

tage of being one of the only well-known upscale

Asian-inspired bistros and has carved out a strong

niche within the market. The carry-out option has

proved to be a great success for P.F. Chang’s, and if

Mimi’s could pair its unique cuisine with well-ser-

viced carry-out, it could potentially attract the on-

the-go crowd that it currently lacks.

Starbucks

Although Starbucks is known as the number one

specialty coffee retailer, it also offers breakfast

sandwiches and pastries, as well as lunch items. Al-

though Mimi’s as a whole is not in direct competi-

tion with Starbucks, its bakery and lunch items are

geared towards the same consumer. Starbucks has

the advantage of being a drive-through, which ap-

peals to consumers on-the-go who don’t have time

to wait in a traditional restaurant setting. Starbucks

has an advantage over Mimi’s in terms of its top-of-

mind awareness, which is something Mimi’s sorely

lacks. The coffee, however, is what comes to mind

with Starbucks and not its pastry or lunch items.

This creates an opportunity for Mimi’s to compete

with this and other drive-through coffee houses by

offering specialty muffins and high-quality pastries

that consumers would choose over Starbucks. Mimi’s

also provides a carry-out service and recently intro-

duced a new French roast coffee that may appeal

to these on-the-go consumers. However, Mimi’s lack

of drive-through presents an obstacle, which could

be circumvented by offering extraordinarily quick

curbside-to-go options.

SITUATION ANALYSIS

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SWOT ANALYSIS

Combining extensive secondary research with surveys, focus groups and one-on-one interviews

with experts in their field, ATYPICAL ADVERTISING has created a cohesive list detailing Mimi’s

strengths and weaknesses, as well as opportunities and threats to the brand. The fundamental

problem that arose time and time again in the research is that there is a lack of consistency

among Mimi’s quality of food, customer service and its position as a French-inspired restaurant.

Focus group and survey participants stressed that when they dine out, they crave consistency and

cohesion and Mimi’s simply didn’t offer that. However, the restaurant has a unique niche that, if

capitalized on, could offer tremendous benefits to the brand. In order to address the strengths,

weaknesses, opportunities and threats, ATYPICAL ADVERTISING will take the research and

construct an integrated marketing communications model that emphasizes cohesion and consis-

tency. The obstacles that currently face Mimi’s are by no means insurmountable and by offering

consumers a strong, cohesive identity, it stands to gain a loyal and happy foundation of patrons.

STRENGTHS • WEAKNESSES • OPPORTUNITIES • THREATS

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French-style

Themed restaurants are incredibly popular, and several of Mimi’s top competitors rely on a specific motif

that drives their brand. Mimi’s was established with a French theme; however, focus group and survey re-

sults have showed that this theme is not as apparent as it should be. When asked what they learned at the

focus group, one participant said, “I learned that it was French.” The market for French cuisine is not nearly

as saturated as other ethnic foods, mainly because of the perception that, according to another focus group

participant, “French restaurants are so stuck-up and hoity-toity.” The way Mimi’s mixes traditional French

culinary themes with American food presents an advantage over traditional French restaurants by offering

an approach that reaches out and connects with customers who might otherwise be intimidated.

Diverse Menu: French and American options

Mimi’s menu offers an ample assortment of options, from traditional French entrées to purely American

fare such as chicken pot pie. There is a bakery menu, as well as lunch and dinner specials. The food does

not necessarily stick to French items, and because of this, diners are given considerable flexibility in what

they can order on repeat visits. Meals like the build-your-own-burger allow Mimi’s to circumvent the stig-

ma of snobbishness that surrounds wholly French restaurants. By blending exotic French ingredients with

homemade American meals, Mimi’s is able to engage more hesitant patrons and establish an identity as “The

French-American Restaurant.”

Store Renovations in Calif.

The new storefront design being tested in Valencia, Calif., is striking and modern. The white logo absolutely

leaps off the cherry-red exterior, and when juxtaposed with traditional red logo on yellow, makes the latter

look positively dreary. The new look is eye-catching, and a paint job would be an easy way to give the stores

outside of Valencia a distinct and avant-garde presence.

SWOT ANALYSIS

STRENGTHS

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WEAKNESSESLack of uniformity

One of the biggest complaints among focus group participants was the lack of congruity between different

facets of the restaurant. Mimi’s simply doesn’t present a cohesive and overarching concept that defines it as

a brand. There isn’t a slogan that is used to establish an identity. The menus all use different color combina-

tions, and the logo is never consistent. There needs to be a persistent color scheme, a characterizing slogan

and one definitive logo if Mimi’s ever hopes to overcome its current perception.

No Consistency Among Repeat Visits

All of the participants in the focus group had dined at Mimi’s a few times in the past and expressed no desire

to return. They complained that the food, as well as the service, differed every time. They also noted that the

atmosphere at Mimi’s was never consistent, from the ambiance to the greeting the server used. Participants

noted that when ordering the same item consecutively, it did not taste the same, thus resulting in a very

negative brand image.

No Slogan

A slogan gives the brand its voice. Mimi’s has lately suffered from a dearth of definition and the differenc-

es among its menus doesn’t help. Clients are confused by the different messages coming at them, and this

makes it difficult for consumers to communicate exactly what Mimi’s is.

SWOT ANALYSIS

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OPPORTUNITIES#mimismoments

Diners can become a part of the Mimi’s experience by sharing their moments at the restaurant with other

diners on the web. From wedding parties to birthdays, just use the hash tag of #mimismoments to make a

spot for you and your family into the Mimi’s family. This opens up an opportunity for the brand to connect

with its customers, and a random drawing for a free dessert among #mimismoments users is a great way to

improve the impression of the restaurant.

Instagram Specials

Pictures of new food specials and the restaurant aesthetics should be posted on an Instagram account be-

cause much of the target audience is aware of this app and its innovative way of reaching customers through

visual interaction. The 25-34 age group is well-versed in social media, and brands that embrace sites like

Facebook, Twitter and Instagram are able to capture the interest of this demographic.

“Like” and Receive 10 Percent Off

Fans and followers on Facebook will be given the chance to access promotions and deals on food. For exam-

ple, sharing a story on the Mimi’s page or liking one of its statuses will qualify the complying diner with a

special treat on his or her next visit to the restaurant. This could be tied into the #mimismoments promotion

and presents a chance for Mimi’s to enhance the brand image.

Emphasis On Hospitality, Customer Service

The most outstanding factor of Mimi’s is the attention it pays to its customers. This should be a restaurant

where one can truly take the night off and have no worries while a high-class meal is prepared in a relaxing

environment. The French theme helps enforce this style of service, and a re-decorating of the interior rooms

with a focus on French themes will significantly improve the ambiance and overall motif of the brand.

SWOT ANALYSIS

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THREATSStarbuck’s: Store Within a Store

During the focus group, participants stated that the idea of a small bakery within the restaurant may not

be the best of ideas. This is a niche market that perhaps Mimi’s should not try to break into. One of the par-

ticipants said that “Starbucks people are Starbucks people, McDonald’s people are McDonald’s people, and

Dunkin’ Donuts people are Dunkin’ Donuts people.” It will be hard to persuade new customers to go to Mimi’s

Cafe for their morning fix unless they can offer something that is novel and unavailable at these other es-

tablishments.

Luxury Dining Misconceptions

Based on the focus group findings, when people hear “French,” they think of more upscale, pricier establish-

ments. This could steer customers away who would immediately assume Mimi’s is out of their price range.

Customers need to know that there is a variety of options at reasonable prices for all kinds of tastes and

using the tagline “The French-American Restaurant” establishes a French theme while still reassuring con-

sumers that they won’t feel intimidated.

SWOT ANALYSIS

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CAMPAIGN OVERVIEW

CHALLENGES • OBJECTIVES • TARGET AUDIENCES

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OVERARCHING CHALLENGES

Top-of-Mind Awareness

Mimi’s Cafe is not at the top of mind awareness in breakfast, lunch or dinner

Consistency with French Theme

Mimi’s Cafe is not consistent in utilizing their unique French theme

Repeat Customers

Based on focus group and survey findings, many customers that visit or have visited are not repeat customers

Older Clientele

The crowd it attracts now is a much older one and it is important to attract a younger crowd between the ages

of 25 and 34 in order to change the brand image into one that is more modern. However, the original, older

clientele must be retained as well.

The Experience

When consumers visit Mimi’s, they should be given a unique experience. It is very important that it be more

than just a place that serves food; it must be an experience.

CAMPAIGN OVERVIEW

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CAMPAIGN OBJECTIVES

Increase in Sales by 10%

Create cohesion through the restaurant. It is important for the service, menu, food and experience to all fol-

low the French theme. With this execution, we will see an increase in sales of 10 percent.

50% Increase in Facebook Likes & Twitter Followers

Mimi’s Cafe needs to become a top-of-mind awareness restaurant in order to succeed. In doing this step,

Mimi’s should measure the number of coupons used in the restaurants sent out via social media or email. It

is critical to measure social media engagement (hashtags, likes, followers). This will result in a 50 percent

increase in Facebook likes and Twitter followers.

Increase in Repeat Customers by 15%

It needs to show consumers that it is “The French-American Restaurant” that makes for a one of a kind expe-

rience. By training the staff and creating the different ambiances with the rooms (cities), it will increase sales

by 10 percent and repeat visitors by 15 percent.

Increase in New Customers by 10-15%

In order to establish top-of-mind awareness in customers, Mimi’s will create 1 or 2 print advertisements

to run that show Mimi’s being French and a great place to escape from the everyday. These will get new

customers in the door by reminding them that Mimi’s exists. We can expect a rise of customers by 10-15

percent.

Increase Overall Social Media Traffic by 10-15%

Create promotions through email and social media to increase online presence. Implement immediately be-

cause it is inexpensive and will develop a top-of-mind awareness. Expected coupon use to rise 15 percent.

Social media traffic will increase by 10-15 percent.

CAMPAIGN OVERVIEW

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TARGET AUDIENCES

We chose to target these three audience because it is important to attract a large portion of the working

world while still maintaining its current, older client base. Currently Mimi’s Cafe attracts the baby boomer

cohort (55-70), which is our tertiary audience because they are a very loyal group and thus important to its

business. Our secondary cohort are young moms between the ages of 24 - 34. We believe this to be an im-

portant audience to grab hold of because young moms are going to want to be able to take their children and

escape from their everyday lives. Dining at a restaurant like Mimi’s can give them this experience and help

them forget about their hectic lives at home. The primary target audience we chose to go after is working

professionals without children between the ages of 24 - 34. The reason we are really pushing to attract this

cohort is because they are new to the workforce and are likely pushing themselves in their work, so they look

at dining out as an opportunity to relax. This audience, known as the millennials, enjoys technology and has

a huge social media presence; by utilising social media and the “#mimismoments” hashtag, Mimi’s can keep

this audience coming back time and time again.

Primary

Working professionals without children between the ages of 24-34

Secondary

Mothers between the ages of 25-34

Tertiary

Baby boomers aged 65 and up

CAMPAIGN OVERVIEW

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TARGET AUDIENCES

Working professionals (age 24-35) without children

Young professionals are usually new to their job and want to impress their peers. This target audience relies

much more on technology than the older generations. They tend to meet less in person and spend more time

talking through technology devices (Mintel). Young professionals are much different than older generations

because they spend an extended time as unmarried adults, and become “adults” at younger ages (Journal of

Advertising Research). They also postpone leaving their parents homes which gives them money for eating

out, cars, clothes and other toys. Young professionals are a high spending group with large discretionary in-

come (Journal of Advertising Research). They tend to respond better to humor, irony, and “unvarnished truth”

in advertising. The majority of their viewing comes from the internet that influences buying habits.

Trends and new products are expected now to come and go quickly among this audience (Journal of Adver-

tising Research) and reading has become a popular activity for young professional; book sales and magazine

sales have exceeded $1.4 billion annually. They have a huge interest in technology through computers, video

games and cable (Cyber Journal of Sports Marketing). They are environmentally conscious and are very in-

terested in organic and green products. Working, settling late, reality TV and social networking are a major

part of their lives. They are more guided by emotions through entertainment, food and drink. These are ways

to escape reality and relax (Business to Community, 2012). They tend to be more active and spend more time

taking care of themselves, such as going to the gym, watching what they, eat or eating out at restaurants.

PRIMARY

CAMPAIGN OVERVIEW

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Mothers (age 24-35)

Women represent the majority of the online market, and 51 percent of them are moms (She-conomy, 2012).

Moms in 89 percent of households use the internet at least twice a day. Of the 31 million moms online, 84

percent visit social media sites, 50 percent visit product review and restaurant review sites (M2Moms, 2007).

Moms are 31 percent more likely to become a fan or follow a brand; brand loyalty among them is the stron-

gest of any demographic.

The most prevalent buying trend for moms is word-of-mouth, 63 percent believe it is credible, and 56 per-

cent are likely to pass the information on to other moms. Moms are 39 percent more likely to seek more

information about a suggested product or review and 55 percent are likely to purchase it. Researching prod-

ucts and shopping online are two of the main activities of mothers online (M2Moms, 2012).

With a full-time job, as a full-time mother, time is limited and the Internet provides moms with quick access

to product reviews and online shopping. It also provides easy navigation to discount websites. More moms

today are using websites such as Pinterest, Instagram and DIY blogs to learn how to save time and money

with a do-it-yourself approach

According to a recent Nielson study, ad recall levels during prime-time TV among mothers has decreased by

8 percent, while they are spending 25 percent more time viewing online video. Moms are more influenced

by online reviews, rather than TV broadcasts that place a heavy focus on the product, which reduces ad ef-

fectiveness (AdWeek, 2012).

Although the “mom achiever” does it all, a recent survey asked what they missed most about life before kids,

and the most common response was “alone time” (AdWeek, 2012). Mimi’s Café can do a pretty good job at

giving these moms that alone time be whether it’s with their significant other or friends.

TARGET AUDIENCESSECONDARY

CAMPAIGN OVERVIEW

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Baby boomers aged 65 and up

This cohort makes up roughly 75 million of the US population, more than 308 million people. Boomers make

up roughly 37 percent of the total population (US Census, 2010). The majority of boomers were not as affect-

ed during from the current recession because they own their houses and don’t have to pay for their children.

Boomers do not have a problem paying a premium price for high quality products (Mintel). The target audi-

ence is more accepting of social issues through changes in culture, but they feel more damaged by the Great

Depression. Baby Boomers are latecomers to the digital revolution, but are on their way to filling in the gap

(PEW Research, 2010).

Baby boomers were once the largest cohort numbering in at over 75 million. The millennials now take that

roll and number in at over 100 million. Boomers were raised much different than generations today with

most from two parent homes, safe- schools and good job security. They are characterized by having a strong

reaction to traditions such as religion, family, culture, music and societal changes. They helped to eliminate

segregation and helped women enter into the workforce, which makes them leaders. This generation is

known to be self-absorbed as a generation, demanding personal recognition and fulfillment. It is common for

them to get divorced; attempt to stay “young and hip” and desire wealth and materials (Green Buzz, 2012).

The baby boomers tend to stick with companies or brands that maintain social consciousness and give back

to its community; social consciousness is important in their generation. Boomers grew up when picketing

and rallying was big. Now they focus on problems and injustices in society through brands they support. They

focus a lot of their research about products or large purchases online. Baby boomers search reviews to help

pick the best options.

TARGET AUDIENCESTERTIARY

CAMPAIGN OVERVIEW

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CREATIVE PLATFORM

POSITIONING STATEMENTWe recommend Mimi’s Cafe be positioned as “The French-American Restaurant” in order to attract childless

young professionals, working mothers aged 25-34 and retirees aged 65+. Mimi’s is not just a place to come

for a bite to eat, it is an escape from the everyday where a patron can journey to a city of France and savor

a different experience on every visit. It will offer a sophisticated ambiance, where one can take a date or

have a relaxing and delectable breakfast, lunch or dinner. When customers are deciding where to eat, the

fun, unique experience that they enjoyed on their last visit will immediately spring to mind, and they won’t

hesitate to escape into the exciting world of Mimi’s Cafe.

SLOGANWe recommend accomplishing this goal using a fun, lighthearted message in order to appeal to a wide de-

mographic while still assuring the customer that Mimi’s isn’t a normal “hoity-toity” (as a certain focus group

participant put it) restaurant; it is a place one can go to relax and unwind after a hard day’s work. We recom-

mend implementing the following tagline to affirm both the French and American aspects of Mimi’s cuisine:

Mimi’s CafeThe French-American Restaurant

TARGET AUDIENCES

Primary

Working professionals without children between the ages of 24-34

Secondary

Mothers between the ages of 25-34

Tertiary

Baby boomers aged 65 and up

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CAMPAIGN STRATEGIES

PRODUCT • PLACE • PRICE • PROMOTION

A Tour of France

Implement a distinct theme for each room based on four specific cities in France: Old Paris, New

Paris, Cannes, Versailles. When the host seats a party, he/she will state what city guests visit and give

a few interesting facts about that city. As soon as a party is seated, the server will immediately ap-

proach the table, say, “Hello, I am ____. I will be your tour guide this evening. Welcome to _________

(insert city)” and break a baguette in front of the patrons. Each room will have unique decorations

that emphasize aspects of that city as well as a signature wine that is offered by the server. This

allows a customer to come back four days in a row and have four completely different experiences.

Each section of the four rooms is meant to represent a different French locale, com-

plete with signature dishes and drinks. The Old Paris Room evokes a time when the City of

Lights was a gathering place for writers, artists, philosophers and other cultural mavens.

In those days, the bohemian section of Paris was moveable feast overseen by social lu-

minaries like Ernest Hemingway and F. Scott Fitzgerald. In that tradition, the Old Paris

Room will offer romantic candlelit meals and weekly wine tastings. The New Paris Room of-

fers a similar atmosphere amplified by contemporary décor and more exotic specials.

The Cannes Room is based around that city’s famous film festival. It will be decorated with post-

ers from past Palme d’Or winners and a TV will play looped movie trailers. In keeping with the

festival atmosphere, the room will feature champagne instead of wine. The Cannes section will

be designated for special occasions like anniversaries and birthday parties. The Versailles Room

will be a less formal setting, perfect for young mothers and their children looking for a “safe ad-

venture.”

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CAMPAIGN STRATEGIES

PRODUCT • PLACE • PRICE • PROMOTION

Menu Redesign

Improve cohesion among the menus by attaching the French name of the dish to the English name. This will

help remind customers that they are dining at a French-American restaurant and will bolster the overall

brand image.

Email Promotions & Coupons

Get customers in the door and establish top-of-

mind awareness by creating email promotions and

sending coupons to patrons. Participants in the fo-

cus group stated that, while they certainly knew

Mimi’s existed, it simply didn’t come to mind when

deciding where to eat. They elaborated that if they

received promotions, they would be reminded of the

restaurant and more likely to visit.

Customers will be offered opt-in email cards with their bill that allows Mimi’s to contact them by email with

special events and promotions. The emails will include coupons, promotions, as well as menu changes or

menu features. The emails will be limited to twice a month to ensure that customers don’t feel like they are

receiving unwanted emails. They will also offer customers the option the unsubscribe from the emails in the

event that they no longer wish to receive information from Mimi’s.

Coupons will be integrated into Mimi’s new campaign. Coupons get new customers in the door and keep the

loyal ones coming back. First time guest coupons will be sent out in local publications that offer a 15 percent

discount at the time of your first visit.

The muffin of the month coupon will be sent out to returning customers who subscribe to our opt-in email

option. Each month, Mimi’s will feature a different muffin that will be free with the purchase of an entree.

Sample coupon. Designed by Mallorie Moore.

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CAMPAIGN STRATEGIES

PRODUCT • PLACE • PRICE • PROMOTION

Website Redesign

Redesign website to steer away from confusion. The idea is to make the website simple, yet elegant.The

current iteration of the Mimi’s website is in dire need of modernization. Our vision for the revamped version

focuses on the need for a larger social footprint (Twitter, Facebook and Instagram) and improved interactive

capabilities. The new version will also include a more cohesive color palette (the same dark red and white

featured on our redesigned menus).

This is the landing page. It is the first page of the site and will allow users to choose their location and will

lead them to a less cluttered more personalized site. Instead of a having a “pick your location” box on every

page, the convenience of choosing your location first will help the site appeal more aesthetically and allow

the user to focus on the tabs already in place the old site (careers, about us, eclub, etc.).

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CAMPAIGN STRATEGIES

PRODUCT • PLACE • PRICE • PROMOTION

Calorie Count

Take out the calorie count for every item and instead have a specific section of the menu with calorie counts.

Participants in the focus group felt that seeing the calorie counts of every item (especially when some items

are 1200+ calories) was unnecessary. If they wish to be health-conscious when dining out, they will look at

the “Fresh-and-Fit” section.

Exterior Color Scheme Change

Paint the exterior of the restaurant in the style of the Valencia location (red with a white logo) to create a

more modern and striking image.

Tagline Change: “The French-America Restaurant”

Change the tagline of the restaurant to “The French-American Restaurant” in order to establish the French

theme right up front. Participants in the focus group stated that the name “Mimi’s” did not strike them as

particularly French, and the current tagline is too long and unwieldy.

“Every time I see Red Lobster’s slogan on T.V., I laugh because it just works so well! ‘Seafood dif-

ferently!’ It just works on so many levels. It’s clever.” - Focus group participant

Current exterior Valencia, Calif. location

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PRODUCT • PLACE • PRICE • PROMOTION

Wine Tasting

Hold a wine tasting each month while giving a tour of the four French cities that the rooms are

named after. Utilize various wines and cheeses catered to the specific city. Wine and cheese

tastings will create fun ways for both all audiences to enjoy a fun and relaxing night out with a

purpose.

Grand Re-opening

Air a radio advertisement during the first two months of the campaign to announce the “Grand

Re-opening” of Mimi’s. Listen online at: http://www.youtube.com/watch?v=9o68wQpU6Qg

CAMPAIGN STRATEGIES

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MEDIA PLANIn order to introduce the public to the new Mimi’s Café, we plan to

launch a coordinated advertising campaign designed to lure in new

and returning customers by showcasing recent improvements to the

restaurant, specifically the overarching concept of Mimi’s as “The

French-American Restaurant” and the “Tour of France” four room din-

ing experience, which will transport our guests to such exotic culi-

nary destinations as Old and New Paris, Cannes and Versailles.

The print ads will draw the eye of the young and adventurous, cou-

ples longing for a lunchtime rendezvous or a sensational night on

the town, or perhaps a young woman who daydreams of being a witty

Parisian sophisticate. The radio ad offers a similarly romantic milieu

augmented by a nimble sense of whimsy and charm that will appeal

to older listeners. All three share an overarching aim: to establish

Mimi’s new brand identity as a French-American restaurant and to

share the latest discounts and specials.

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MEDIA PLANRadio

This commercial will feature a French tour guide inviting new customers to come enjoy the cities of Paris,

Cannes and Versailles. This will work as a way to establish Mimi’s new French identity and make people in

the Kansas City area aware of Mimi’s grand reopening.

Print

Two print ads will run in the publications 435 South and The Pitch. These periodicals were selected based

on their individual appeal to our target audience. The Pitch is a “hip” bohemian magazine read by working

professionals and young mothers, whereas 435 South is favored by a decidedly older audience, namely Baby

Boomers over the age of 50. The Pitch is known for promoting unique, alternative restaurants and features a

prolific food criticism column written by Charles Ferruzza and Jonathan Bender. 435 South offers a similar

column written by restaurant reviewer Gloria Gale. Her bold yet discriminating readers will be intrigued by

the idea of a French-American restaurant, a niche that has yet to be filled in the Kansas City culinary scene.

Social Media

The three major social media accounts for Mimi’s are Twitter, Facebook and Instagram. Twitter will use the

#mimismoments as a way for patrons to share special moments with friends and family. Users who frequently

use this hashtag will receive discounts or special incentives to entice them to return. The Instagram account

can do the same thing, with users addding to the Mimi’s thread by uploading pictures, and Mimi’s uploading

pictures of food and specials. The Facebook page will be a way to acquire followers and likes. Patrons will be

able to share Mimi’s news via Facebook’s easy-sharing option.

Coupons (Email)

Patrons who sign up for Mimi’s e-club will receive monthly coupons and specials. This will be an effective

way to raise top-of-mind awareness, maintain customer loyalty and spread the word about Mimi’s e-club.

Media Flow ChartJune July Aug. Sept. Oct. Nov. Dec.

Radio Start last two weeks End after two weeks

Print Start √ √ √ √ √ End

Social Media Start Never end

Coupons Start √ √ √ √ End

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PR

INT

AD

1Seitz, Sam

. “Mim

i’s Cafe - A

Taste of France” 2013. JPEG

file

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PR

INT

AD

2Seitz, Sam

. “Mim

i’s Cafe - T

he French Escap

e” 2013. JPEG

file

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Radio Ad

According to Jared W. Robb, a media buyer for Cu-

mulus Media Partners in Kansas City, a 30-second

weekday spot on 95.7 The Vibe or 105.1 JACK FM

between 6 a.m. and 7 p.m. would be $90. If Mimi’s

buys 30 seconds of ad time for every day of the

week for the first two months of the campaign, the

total will be $3,600.

Paint

According to Tom Dondlinger, contractor and presi-

dent of Dondlinger Construction, the paint job for a

restaurant like Mimi’s would cost $17,000.

Website Redesign

According to Luke Swenson, art director at Media

Contour:

“It varies on the project because a website

can range from 1 page (landing page) to 100+

pages. It also depends on the type of website.

Some sites are mostly text while some are rich

in visuals, animation and interactivity. That

said, here are some rough numbers:

Small website $5,000 - $8000

Medium size website $10,000 - $20,000

Large website $60,000 - $100,000

So… if the redesign mostly consists of font,

text and color changes I’d go with the small

site on the lower end.”

Print Ad

According to The Pitch’s 2013 Media Kit, an open

half-page color ad would run $1,788.

Renovation

Re-decorating the rooms to match the theme of the

French city would cost around $6,000 per restau-

rant.

Radio Ad $3,600

Paint $17,000

Website Redesign $5,000

Print Ad $1,788

Renovation $6,000 per restaurant

Total $33,388

OVERALL BUDGET

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TIMELINERenovations

Begin exterior and interior renovations, including new paint, new name/logo and new room de-

signs, no later than June 1, 2013. Construction should be completed within five months. In order

to accomplish this while continuing the restaurant’s day-to-day operations, only one room will be

renovated at a time.

Menu Redesign

Print new menu designs with French names and meanings, coupons and new media no later than

July 1, 2013. New content should be available in the restaurant within a month.

Website Redesign & Internet Promotion

Design and create a new website, set up social media account with incentives for “Mimi’s Mo-

ments,” implement email coupons and other online promotions by Aug. 1, 2013. Changes should

be complete in four months.

Radio

Develop and air a 30-second radio spot announcing Mimi’s re-branding while continuing to ex-

pand awareness by Nov. 18, 2013. The radio ad should emphasizes Mimi’s “Grand Re-opening”

and run for two weeks before and two weeks after the campaign starts. Celebrate Mimi’s Grand

Re-opening on Dec. 15, 2013.

Wine Tasting

Host first wine-tasting event after changes are finalized and implemented. All changes should be

complete no later than Feb. 1, 2014.

June July Aug. Sept. Oct. Nov. Dec. Feb. 2014

Renovations Begin End

Menu Redesign Begin End

Website Redesign &

Internet Promotion

Begin End

Radio Begin Nov. 18 End Dec. 15

Wine Tasting Begin

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EVALUATION PLAN

1. Tracking the number of repeat customers.

Use surveys to compare the number of customers who return.

2. Measuring restaurant sales.

Compare revenue, coupon use and overall foot traffic to past years.

3. Measuring the number of #mimismoments mentions on Twitter.

Compare the number of followers to past years as well.

4. Measuring Facebook engagement.

Compare the number of likes and wall posts on Mimi’s Facebook page vis-a-vis previ-

ous years and competitors’ numbers.

5. Measuring website traffic.

Compare to traffic in the past as well as against competing restaurants.

ATYPICAL ADVERTISING recommends measuring five components in order to evaluate the effectiveness of the campaign:

In order to evaluate our proposed goals, Mimi’s will include receipt surveys that encourage cus-

tomers to give feedback on their experience. Customers who take the survey will be entered

into a drawing that offers an incentive for taking the survey. Drawings will be held monthly for

the first year after proposed changes have been made. In addition, Mimi’s will host a focus group

each quarter to evaluate progress and analyze where improvements can still be made. The focus

groups should be held off location to prevent bias and food incentives will be offered.

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FINWe would like to thank Mark Mears for the opportunity to help bolster the Mimi’s brand. By uti-

lizing a more cohesive message and focusing on the patron, we believe that Mimi’s has a unique

opportunity to expand their customer base, and present an experience that no other restaurant

currently offers. We hope that Mimi’s takes these ideas into consideration, and we look forward to

helping implement our campaign as soon as possible.

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“About Us.” Pitch.com. Pitch, n.d. Web. 07 May 2013. <http://www.pitch.com/kansascity/AboutUs/Page>.

“About Us.” MimisCafe.com. Mimi’s Cafe. N.p., n.d. Web. 07 May 2013. <http://www.mimiscafe.com/OurStory.

aspx>.

“Baby Boomers: A Market Snapshot for Marketers.” NewMediaAndMarketing.com. New Media and Market-

ing, 19 Apr. 2013. Web. 07 May 2013. <http://newmediaandmarketing.com/baby-boomers-a-market-snap-

shot-for-marketers/>.

“Bob Evans Focuses on Remodels, Driving Traffic at Mimi’s Café.” nrn.com. Nation’s Restaurant News. N.p., 16

Feb. 2012. Web. 07 May 2013. <https://nrn.com/archive/bob-evans-focuses-remodels-driving-traffic-mimi-s-

caf>.

“Casual Restaurants - Industry Facts and Trends.” Hoovers.com. Hoovers. N.p., n.d. Web. 07 May 2013. <http://

www.hoovers.com/industry-facts.casual-restaurants.1443.html>.

Compare industries: revenue by industry. (n.d.). Retrieved from http://bi.galegroup.com/essentials/compar-

isonTool/industry?u=ksstate_ukans&entities=722110&metric=revenue

Full-service restaurants. (n.d.). Retrieved from http://bi.galegroup.com/essentials/industry/722110?u=ksstate_

ukans

Gallo-Torres, Jared. “Dining Out: A 2013 Look Ahead - US - January 2013.”Academic.Mintel.com. Mintel, Jan.

2013. Web. 07 May 2013. <http://academic.mintel.com/display/637834/?highlight=true>.

Giandelone, Eric. “Ethnic Restaurants - US - March 2012.” Academic.Mintel.com. Mintel, Mar. 2012. Web. 07

May 2013. <http://academic.mintel.com/display/590273/?highlight=true>.

Grabowski, Gretchen. “Marketing to Millennials - US - August 2012.”Academic.Mintel.com. Mintel, Aug. 2012.

Web. 07 May 2013. <http://academic.mintel.com/display/590277/>.

Holland, Stephanie. “She-conomy » MARKETING TO WOMEN QUICK FACTS.” She-conomy.com. She-conomy,

n.d. Web. 07 May 2013. <http://www.she-conomy.com/facts-on-women>.

Kuchinskas, Susan. “The Mom Achiever: The Hard Working, Highly Educated Mothers of Today.” Adweek.

com. Adweek. N.p., 27 Feb. 2012. Web. 7 May 2013. <http://www.adweek.com/news/advertising-branding/

mom-achiever-138527>.

BIBLIOGRAPHY

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“Le Duff America Bullish on Mimi’s Café Turnaround.” nrn.com. Nation’s Restaurant News. N.p., 31 Jan.

2013. Web. 07 May 2013. <http://nrn.com/latest-headlines/le-duff-america-bullish-mimis-caf-turn-

around?page=2>.

“Le Duff America Formed to Manage North America’s Second Largest Bakery-Caf.” Franchising.com. N.p.,

7 Oct. 2011. Web. 07 May 2013. <http://www.franchising.com/news/20111010_le_duff_america_formed_to_

manage_north_americas_se.html>.

“Le Duff America, Inc. Completes Acquisition Of Mimi’s Cafe And Names New President.” RestaurantNews.

com. Restaurant News. N.p., 5 Mar. 2013. Web. 07 May 2013. <http://www.restaurantnews.com/le-duff-amer-

ica-inc-completes-acquisition-of-mimis-cafe-and-names-new-president/>.

“M2Moms® : The Marketing To Moms Conference.” M2Moms.com. M2Moms. N.p., n.d. Web. 07 May 2013.

<http://www.m2moms.com/>.

“Mimi’s Cafe.” Yelp.com. Yelp, n.d. Web. 7 May 2013. <http://www.yelp.com/biz/mimis-cafe-overland-park-2>.

“MIMIS CAFE, INC. IPO.” Nasdaq.com. Nasdaq, n.d. Web. 12 March 2013. <http://www.nasdaq.com/markets/

ipos/company/mimis-cafe-inc-634101-39337>.

“Restaurant Buying Guide.” ConsumerReports.org. Consumer Reports. N.p., n.d. Web. 07 May 2013. <http://

www.consumerreports.org/cro/restaurants/buying-guide.htm>.

Robb, Jared. “Advertise With Us.” 957thevibe.com. 95.7 The Vibe. N.p., 8 Oct. 2012. Web. 7 May 2013. <http://

www.957thevibe.com/common/page.php?pt=Advertise+With+Us&id=181&is_corp=0>.

Schmitt, Jenny. “Marketing Psychographics - Talkin’ ‘Bout My Generation.” GreenBuzzAgency.com. Green

Buzz Agency, 10 Aug. 2010. Web. 07 May 2013. <http://www.greenbuzzagency.com/marketing-demograph-

ics-talkin-bout-my-generation/>.

Wall, Bethany. “American Families and Dining Out - US - March 2013.”Academic.Mintel.com. Mintel, Mar. 2013.

Web. 07 May 2013. <http://academic.mintel.com/display/637607/?highlight=true>.

Wall, Bethany. “Casual Dining - US - August 2012.” Academic.Mintel.com. Mintel, Aug. 2012. Web. 07 May 2013.

<https://academic.mintel.com/display/590647/?highlight=true>.

Wolburg, Joyce M., and James Pokrywczynski. “A Psychographic Analysis of Generation Y College Students.

(Statistical Data Included).” AccessMyLibrary.com. Access My Library, 1 Sept. 2001. Web. 07 May 2013. <http://

www.accessmylibrary.com/article-1G1-81415026/psychographic-analysis-generation-y.html>.

BIBLIOGRAPHY

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APPENDIX

FOCUS GROUP QUESTIONS.........................59-60

SURVEY RESULTS.........................................61-65

page

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APPENDIX

FOCUS GROUP QUESTIONS1. Introduction

A. Explain tape recordings/observers

B. Explain that it will be casual and informal (we want to learn from you)

C. No right or wrong answers

D. Discussion Rules

a Talk one at a time

b. Don’t dominate the discussion

c. Talk in any order

d. Listen to each other

2. Introductory Questions

a. General demographic questions: age, are you married, etc.

b. Do you have children?

i. How old are they?

ii. Do they live at home?

c. What media outlets do you use most frequently? Email, social media, TV, radio?

d. What social media sites do you use the most?

3. Transition Questions

a. How often do you dine out?

b. When dining out, what aspects must a restaurant have to entice you?

i. Ambiance

ii. Convenience

iii. Customer Service

iv. Health

v. Hospitality

vi. Price

c. When I say “French cuisine,” what do you think of? (Probe)

d. Would you take your children to a French restaurant?

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60

e. Would you be interested in visiting a restaurant that hosts events such as wine tastings or

wine pairings?

f. Do email and coupon incentives entice you to visit a restaurant you have never been to

before?

4. Key Questions

a. Have you ever heard of Mimi’s Café?

b. Have you ever been there?

i. What are your general thoughts of the place?

ii. Would you go back? Why or why not?

c. (Show respondents a picture of the outside of Mimi’s) What does this make you think of?

i. Does it strike you as French?

ii.Do you want to eat there?

iii.What would you change?

d. (Show respondents the menu) What is your first impression? (go off what they say).

e. What are your thoughts on “Happiest Hour”?

i. Is a happy hour something you look for in a restaurant?

5.Ending Questions

a. Knowing all this information, are you more likely to go to a Mimi’s Café in the future?

i. Why or why not?

b. Would you consider interacting with the restaurant via social media if promotions were offered?

6. Wrap-Up, Thank you

a. Is there anything you would like to say that you didn’t have a chance to express earlier?

b. Do you have any questions for us?

c. Thank you for your time.

APPENDIX

FOCUS GROUP QUESTIONS

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SURVEY QUESTIONS

APPENDIX

1.) Do you have children?

Yes - 53%

No - 47%

2.) How old are your children?

0-5 years old - 18%

6-10 years old - 15%

11-15 years old - 9%

16 and older - 75%

3.) How many times a week do you dine

out?

0 1 2 3 4 5 6 7

1% 21% 26% 24% 13% 8% 3% 4%

4.) What is your favorite food category

when choosing to go out?

American - 35%

French - 0%

Italian - 11%

Mexican - 33%

Other - 22%

5.) When you dine out for breakfast, what

are the top 2 restaurants that come to

mind?

(Most frequently occurring answers)

First Watch

IHop

Starbucks

Miltons

6.) When you dine out for lunch what are

the top 2 restaurants that come to mind?

(Most frequently occurring answers)

Chipotle

Noodles and Co.

Mr. Goodcents

Subway

7.) When you dine out out for dinner what

are the top 2 restaurants that come to

mind?

(Most frequently occurring answers)

Chipotle

Red Lobster

Panera

Applebee’s

These first seven questions put into scope who is answering the survey. The initial questions lets us know

if the participant is a young professional who does not have children or lets us know if the participant is a

parent. The following questions let us know the eating habits; how often they go out and what particular food

group they prefer. Questions five through seven are particularly effective for the dimensions of measuring

Mimi’s brand awareness and discovering who potential direct and indirect competitors could be.

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SURVEY QUESTIONS

APPENDIX

8.) Please rate the following restaurants on the following criteria:

9.) What encourages you to visit a restau-

rant you’ve never been to before?

Advertisements - 23%

Atmosphere - 30%

Customer Service - 25%

Customer reviews - 28%

Positive online buzz - 24%

Price - 31%

Word of mouth - 88%

Other - 8%

10.) Is a French-inspired restaurant at-

tractive to you?

Yes - 47%

No - 53%

11.) Why or why not?

The most common answer was “I don’t like French

food”

Questions eight through ten eleven the first mentions of Mimi’s direct competitors. Question seven allowed

ATYPICAL ADVERTISING to see how participants viewed these competitors when compared to Mimi’s.

Question nine brings up the notion that the participant may not have heard of Mimi’s and what it would take

to bring a new customer who has never been there before. Question ten and eleven is the first mention in

the survey of Mimi’s French personality. We found that a French-only restaurant is not particularly attractive

to the common diner.

Cheap Expensive Unappetizing Tasty Boring Interesting

Panera 57 47 7 81 30 57

Olive Garden 68 27 24 64 42 40

Cheesecake Factory 12 83 15 69 18 62

Mimi’s Cafe 55 33 31 48 44 32

Old-Fashioned Modern Casual Formal Kid-Friendly Adult-Oriented

Panera 10 74 79 2 51 13

Olive Garden 53 31 73 8 47 15

Cheesecake Factory 17 64 56 21 22 39

Mimi’s Cafe 55 33 31 4 41 16

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APPENDIX

SURVEY QUESTIONS12.) Would you attend a wine tasting pair-

ing event at a restaurant?

Yes - 77%

No - 23%

13.) Why or why not?

Most responses were receptive of the idea while

most no answers were due to

the participant not drinking alcohol.

14.) If a restaurant contributes to a good

cause, does that influence your decision

on

where to dine? (0-5 rating scale)

Average value - 2.89

15.) How health conscious are you when

dining out? (0-5 rating scale)

Average value - 2.84

16.) In your morning breakfast routine,

which is more important to you?

Convenience - 78%

Quality - 22%

17.) Does curbside take-out appeal to

you?

Yes - 48%

No - 52%

Questions twelve through fifteen were ways we could measure the importance of engagement between

restaurant and consumer.

Questions sixteen and seventeen are in regards to the new store within a store concept introduced at the

Valencia, Calif. restaurant.

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SURVEY QUESTIONS

APPENDIX

18.) Would joining an e-club to receive

coupons for special events at a restaurant

interest you?

Yes - 59%

No - 41%

19.) How important is a restaurant’s so-

cial media presence to you? (0-5 rating

scale)

Average value - 1.64

20.) Which of the following locations are

closest to you?

Zona Rosa - 1%

135th and Metcalf - 58%

95th and Quivira - 40%

21.) Have you ever heard of Mimi’s Cafe?

Yes - 85%

No - 15%

22.) Have you ever been to Mimi’s Cafe?

Yes - 83%

No - 17%

23.) Is Mimi’s Cafe a French restaurant?

Yes - 26%

No - 74%

24.) Why or why not?

Common responses noted that the large variety of

food distracted the restaurant from being repre-

sented as a French-only cuisine restaurant.

25.) Would you be willing to take your

children to Mimi’s Cafe?

Yes - 84%

No - 16%

26.) Please rate your experience with

Mimi’s Cafe. (0-10 rating scale)

Ambiance - 5.13 average value

Convenience - 5.47 average value

Food quality - 5.86 average value

Hospitality - 6.30 average value

Questions eighteen and nineteen gave us a chance to analyze the ways in which social media could help the

Mimi’s brand. The results showed us how participants view the importance of social media interaction with a

restaurant. Do they want to receive emails from their favorite restaurant? These are all personal assessments

and the results show which the majority prefer.

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SURVEY QUESTIONS

APPENDIX

27.) What do you associated the exterior

appearance of the Mimi’s Cafe building

(showed respondents a picture of Mimi’s

exterior)?

Common responses were “old fashioned”, “cottage”,

“chain restaurant” “a home”

28.) Are you aware of Mimi’s “Happiest

Hour” (happy hour throughout restaurant,

not just drinks)?

Yes - 3%

No - 97%

29.) Are you aware Mimi’s Cafe has an

app?

Yes - 2%

No - 98%

30.) Would you download a restaurant’s

app to receive special coupons and bene-

fits

Yes - 68%

No - 32%

31.) Are aware of any of the following?

Mimi’s Cares 80%

Mimi’s partnership with the American

Heart Association’s “Go Red for Women”

Movement

80%

Mimi’s partnership with the National Breast

Cancer Foundation

60%

Mimi’s has raised over $210,000 for the

National Breast Cancer Foundation

60%

32.) What is your age range?

18-24 - 25%

25-29 - 5%

30-35 - 9%

40+ - 60%

33.) What is your gender?

Male - 42%

Female - 58%

34.) Are you married?

Yes - 58%

No - 42%

Questions twenty through thirty-four are general overviews of topics earlier covered in the survey and re-

maining demographic factors. The presence of social media is covered along with philanthropic efforts and

activities which increase customer visits. The demographic factors ask for gender, age and marital status.

These factors are vitally important because it allows us to know how the different participants answered..