11/28/2014

World Delights
Buffet
Marketing Plan (Major Project)

Julia Scherger
Principles of Marketing MKTG1012-05
Professor Angela Keating
HEWLETT-PACKARD

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Competitive
advantage in
place and price
High traffic area
Lots of events
Up and coming
area increased
housing =more
people
Students and
business
professionals
dont want to
cook for
themselves

Threats

Transitioning
from family to
buffetpublic
transits not
convenience
Renovation costs
:some buildings
are old and dirty
Operation costs
Difficulty
managing food /
storage
High rent

Opportunities

13 years in the
restaurant
business
$286,000 lottery
money
Production costs
is low : buy in
bulk
Loyal customers
from past
restaurant
Variety of food
selection
Flexible hours

Weaknesses

Strengths

SWOT Analysis

Lots of
competition
Health & safety
regulations
Parking
Promotion
effectiveness

Competitive Analysis
Direct Competition
Ben Thanh
- Very popular in London, has customers from every nationality, age, and class
Market Mix
Product
- Mainly Asian food specific food from Vietnam
- High quality food, both in taste and presentation
- Provide both vegetarian and non-vegetarian menu options
- Food always prepared fresh
- Good food portions
Price
- Reasonable price. Compared to other restaurants in the area the price is low
- For example: Dinner for one costs $18.99 including: soup, appetizer, main dish, side
and dessert.
- Customers in this area are very price sensitive
Place
- Has its own website
- Near the center of downtown, very close to bus station and LCBO
- Costumer has easy parking lot access
Promotion
- Offers coupons to University and College students, billboard advertisements
Target Market
- Ben Thanhs target market is geared to everyone, but focuses a lot on students

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KANTINA
Market Mix
Product
- Eastern European cuisine
- Good food quality
- Constantly updated menu
- Good service form the servicer and owner
- Pretty atmosphere and decorations
Price
- In the affordable range
- For example: main ($20-30), appetizers ($10-20), sides ($5-10), desserts ($10-15)
- Customers in this area are very price sensitive but the good food quality and nice
atmosphere still brings in many customers
Place
- Very good atmosphere and decorations
- Located near the center of downtown
Promotion
- Creating new food regularly but still follows it is main style
- Offers different dining options during the weekends and weekdays
Target Market
- KANTINAs target market is focus on people who lives in the area and Canadian
who wants some eastern European food experiences

CURRY GARDEN RESTAURANT

Market Mix
Product
- Offering Indian traditional style food
- Always fresh and very good food quality
Price
- Low priced but good quality food, Main dish ($10-15)
Place
- Looks small form the outside but very fancy inside
- Located on Richmond St. between King and York, very accessible for customers
Promotion
- Offering standard style dinner and also offering daily lunch buffet. Eat in, and take
out or delivery are available

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Customer Segmentation
Customer
Segmentation

students

London, ON
and
surrounding
area

Age between
18-26
International:
Local student:
Major ethnic
background are
Canadian,
Chinese,
Arabic, Korean
Living rental
houses
&apartments
Have cars but
very low
income group
Likely spend
money on
shopping, food
& other
entertainment

Geographic

Demographic

working class

local residents

London, ON
and
surrounding
area

London, ON
and
surrounding
area

Age between
25-65
International:
New
immigrants:
Local:
Ethnic
background
are very mixed
International
most rent for
place to live
have car single
New
immigrants:
23% purchase
house, other
still renting
place
Local:

Age are young

and older
Ethnic:
medium or low
Many of them
are young,
single or
couples
They like to
rent apartment
and work by
public transit
or walking
Income: low;
low-middle;
upper-middle
Like frequent
go to bars,
nightclubs,
bingo halls and
rock concerts

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Psycho-graphic

Geo-demographic

Active
consumer
group
Like to
socialize
Easily
motivated by
other students
and
commercials
Socialize with
other students
and student
organization
Seeking
matching
consumer
goods from
other group
member, such
as: place to
hangout, type
of clothes, and
restaurants
Wildly Spread
in London
Mostly local at
Oxford
Wonderland
and Kings
College area
Rarely live in
downtown

Active leisure
lives
Spending
power appears
greater
because of
childless
Lifestyle
pursue latest
fashion

They like to
purchase the
latest in
fashion, food
and wine
Financial
institution
employees
located at
downtown
London
Retail and
other around
Masonville
and Whiteoaks
area

Cheaper things
are good for
them
Easily
motivated by
discounts

Doing
volunteer work
Seeking
entertainments,
such as: stay
active by
skiing, scuba
diving, frent
bars
Postal Areas
include:
Horton,
Ridout, Talbot,
Central

The customer segmentations listed above are all target markets of World Delights Buffet,
therefore all strategies to reach said markets are listed throughout the marketing plan.
Target Market Selection
The economy of London is supported by old local families, immigrants from all over the world,
and students from other parts of Canada and from other countries. So we can say that London has
a huge cultural mixed market.
The strengths from this type of market: easy for the market to accept different products from
other countries and cultures. Since we are doing a buffet style restaurant it is very important for
our business to offer consumers different food from different countries.

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Londons market has already grown into a steady form; however, with the University and
College in town, they are constantly bringing new and active consumers into the market.
As a buffet restaurant by offering fair prices, high quality food and service, we can make the
working class and international students our primary target market, and local families as our
secondary market.
For working class, since our business is located at the south part of downtown London we can
offer different promotions to businesses around us; during the summer time students are leaving
town, so by building a good relationship with the working class can really insure our business
sustainability.
As for international students, since both University of Western Ontario and Fanshawe College
have students from all over the world, our buffet can offer them exotic experiences or home
feeling experiences. Also, students are likely to try out new stuff and are unlikely to cook for
themselves. Therefore, by offering fair prices and promotions between school and our business,
we can really make this a market active.

Mission Statement
Our mission is to provide a new type of atmosphere in the South Core of downtown London. Where
costumers get the food they want, at the price they want, and the quality they deserve. Offering variety of
culinary delights from different parts of the world, to satisfy the greater area of London.

Name & Location

World Delights Buffet will be located in the South part of Downtown London across from the Greyhound
bus station. We chose this location for the following reasons: Downtown London is widely known for the
culture, dining and entertainment experiences, which is perfect because we are offering culture through a
dining experience, with the variety of food from different countries. Approximately 5,000 residents live
within a short walking distance of Downtown London, and nearly 100,000 residents live within a 3
kilometer radius. The downtown office employee population exceeds 30,000 (downtownlondon.ca). This
makes our location highly accessible to potential customers. Another benefit of this location is that it is
located across from the Greyhound. People travelling sometimes have a couple of hours layover time.
Instead of having to search for a quick place to eat and worry about getting back in time, they can just
walk across the street and with our variety, there will be something for everyone.

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Pricing
Lunch
Monday- Sunday
Holidays
Dinner
Monday-Sunday
Holidays

$12.99
$15.99
$18.99
$20.99

Children between ages 5-12 are prices in our buffet.

Children 2-4 years are $ 2 price.
Seniors 65+ will receive 10% off in the buffet.
Our pricing is based on a variety of factors. Our competitors are offering quality food at fair prices. In
order to establish ourselves in the marketplace, we must be able to offer competitive pricing which will
lower consumers dissonance. Also, another factor to consider is the business Buffet arrangement. This
will enable food to be purchased in bulk, lowering cost. The pricing will also reflect the costs of
operation. Depending on the square footage of our location will determine our cost for rent which could
be anywhere from $8.90/sq/year to $16/sq/year. Utilities may also be a factor as we re-evaluate our
pricing after our first six months of business. This will ensure that our revenue is surpassing our operation
costs.
Budget Breakdown
Budget: $286 000
Rent: Approx. $48 000 per year
Utilities: Approx. $20 000 per year
Insurances: Approx. $12 000 per year
Advertising: $30 000 at start-up
Salaries: Approx. $76 000 per year
Food: Approx. $15 000 per month
Renovations: $20 000 start-up cost
Contingency: $65 000
Prices are subject to change.

Product
A big variety of high quality food selections
We will offer a variety of foods from different countries as our main features. Along with side
dishes and dessert, which is all included in our price.
The menu offered at World Delights Buffet is unique to the local marketplace. This appeals to
people who want to enjoy international foods at the value that a buffet can offer.

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Menu
Main Features
Our special menu will include:
Indian:

On the Side
Side dishes will include:

Biryani

Mashed Potatoes and Gravy

Momus

Rice

Tandoori chicken

Fresh Vegetables

Mexican:

Home-Style Soups

Enchiladas

Noodles

Tamales

And so on

Tostadas

Italian:

Cannelloni

Lasagna

Bolognese

Chinese:

Kung Pao Chicken

Spring Rolls

Kung Pao Shrimp

Healthy Options
We will feature a wide selection of fresh
ingredients.
Dessert
The desserts will
Alcohol

Red wine

White wine

Beer

arieties
of
cocktai
l

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Marketing Communications Plan

The marketing communications plan includes: public relations, promotions, and direct selling.
These are described as follows:
Public relations will consists of strategies such as word of mouth, reaching out to the community
using social media (i.e. Facebook, Twitter, Instagram), as well as local news coverage through
the A-channel network.
Promotion strategies include: Social media such as Facebook and YouTube, local press, a
billboard at Budweiser Gardens, and deals offered to students attending local colleges and
universities.
Direct selling involves distributing coupons within a kilometre radius of the establishment.

Reasoning
The reasons for choosing the specific methods above are listed below:
Social media outlets reaches the student population as well as anyone else with access to internet.
Local news and press reaches the workforce and local families.
Budweiser Gardens advertises to anyone attending events at that location.

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References
Benh Thanh Viet-Thai Restaurant. (n.d.). Ben Thanh London. Retrieved November 28, 2014, from Ben
Thanh Viet Thai Restaurant: http://www.benthanhlondon.com/
Curry Garden. (n.d.). Curry Garden Indian Restaurant. Retrieved November 28, 2014, from Curry Garden
Restaurant: http://www.currygardenrestaurant.ca/
Evironics Analytics. (n.d.). Prizm C2 Cluster Lookup. Retrieved November 28, 2014, from Evironics
Analytics: http://www.environicsanalytics.ca/prizm-c2-cluster-lookup
Government of Canada. (2007, December 12). Immigrant population by place of birth, by census
metropolitan area (2006 Census) . Retrieved November 28, 2014, from Statistics Canada:
http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/demo35e-eng.htm
Government of Canada. (2014, November 13). Population by marital status and sex, by province and
territory. Retrieved November 28, 2014, from Statistics Canada:
http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil01b-eng.htm
Kantina. (n.d.). Kantina Restaurant. Retrieved November 28, 2014, from Kantina: http://kantina.ca/
Mohammed, Ph.D, R. (n.d.). 10 tips to better pricing. Retrieved November 28, 2014, from Restaurant
Central: http://www.restaurantcentral.ca/10tipstobetterpricing.aspx
Palo Alto Software, Inc. (n.d.). Deli Restaurant Business Plan. Retrieved November 28, 2014, from
Bplans: http://www.bplans.com/deli_restaurant_business_plan/executive_summary_fc.php
Tourism London. (n.d.). Get Inspired. Retrieved November 28, 2014, from Downtown London:
http://www.downtownlondon.ca/Invest-Downtown/Get-Inspired
von Matterhorn , L. (n.d.). Restaurant Food Pricing Strategies. (Demand Media) Retrieved November 28,
2014, from Chron: http://smallbusiness.chron.com/restaurant-food-pricing-strategies14229.html