Develop a concept and promotional plan for a new restaurant in Southern California.
Whichever option you choose, your first step is to decide the name of the enterprise, the musical or food style, the location, the features (e.g., open air rooftop lounge), the layout, the atmosphere, and the target audience (be specific—restaurants that try to be all things to all people frequently fail). You must have a strong rationale for each element of your enterprise. In order to make the best choices, you’ll need to analyze the competition (at least five key competitors), and research your target audience (using at least three high quality research sources).
Your next step is to develop a comprehensive promotional plan for the opening day or night (a date of your choosing). Promotional objective: To create a full house and positive buzz among your target audience.
Be creative and have fun! Your enterprise and your promotional plan should be different from—and better than—anything that’s out there!
Assume that you have $100,000 dollars to spend. Develop your promotional campaign, providing a strong rationale and a reasonable cost for each key promotional tactic that you decide to use. Be sure to spend your entire budget—you don’t get any extra points for leftover money!
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