mimis printable version
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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
page
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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
22
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
24
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
25
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
26
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
27
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
28
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
29
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
30
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
31
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
32
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
33
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
34
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
35
CAMPAIGN OVERVIEW
CHALLENGES • OBJECTIVES • TARGET AUDIENCES
36
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
37
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
38
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
39
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
40
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
41
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
42
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
43
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.”
44
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.
45
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.).
46
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
47
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
48
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.
49
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.
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
50
PR
INT
AD
1Seitz, Sam
. “Mim
i’s Cafe - A
Taste of France” 2013. JPEG
file
51
PR
INT
AD
2Seitz, Sam
. “Mim
i’s Cafe - T
he French Escap
e” 2013. JPEG
file
52
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
53
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
54
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.
55
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.
56
“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
57
“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>.
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<https://academic.mintel.com/display/590647/?highlight=true>.
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(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
58
APPENDIX
FOCUS GROUP QUESTIONS.........................59-60
SURVEY RESULTS.........................................61-65
page
59
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?
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
61
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.
62
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
63
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.
64
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.
65
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..