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Strengths
Opportunities
Early Adulthood Demographic:
Median age of London Ontario residents: 40
(As of 2011) with over 37,000 residents aged
45-49 and over 36,000 residents aged 50-54 in
a 2011 census. (Satistics Canada 2012)
Lower End competition: Hyde Park area
consists of a many lower end franchise
restaurants and fast food options such as
Montanas, Boston Pizza, and McDonalds and
Wendys. Entering this location as a higher end
competitor will allow The God Fathers to
stand out from competition.
Italian Population of London: Italy is the 10th
top place of birth of immigrants to London in a
2011 census, and the 6th top non official
language spoken by London immigrants.
(Statistics Canada 2013)
Social Trends: through Tinas research, she
has noted that ethnic food has become popular
in recent years; specifically Italian food
inspired by Tuscany, Liguria and Piedmont
regions.
Sustainability: The God Fathers will follow
trends of locally sourced food and work with
Ontario Farmers for a locally sourced menu
Weaknesses
Unestablished brand: the new restaurant
has no established image in London
High costs: choosing premium ingredients
may lead to lower profit margins
High Price: choosing a price skimming
strategy will alienate budget conscious
customers who will not see value in
premium ingredients from local farms.
Threats
Competition:
350 Boston Pizza locations in Canada; well
established brand close to our planned location
(Boston Pizza n.d.)
Economic:
7.0% employment rate in London (stats
Canada 2015)
Value of Canadian dollar is low; Canadians are
spending less money and may not choose to
dine out
Technological:
Boston Pizza and many other lower cost
competitors offer online ordering for a more
convenient option than dining in.
Price
Bertoldi's Trattoria
Menu features
ingredients from Ontario
farmers wherever
possible as well as flour
imported from Italy
("Bertoldi's Trattoria,"
n.d.)
Pasta sauces made daily
Abruzzis
Boston Pizza
Rotating
100+ menu
seasonal menu
items ("Boston
of locally
Pizza," n.d.)
sourced and
Gluten free
sustainable
options
food ("Abruzzi
Wide selection
Ristorante,"
of pizza and
n.d.)
pastas, as well
Website clearly
as more typical
lists each of
bar food such
their suppliers,
as burgers,
showing
wings, etc.
confidence in
the quality of
their
ingredients.
Diverse wine
menu
Pizza: $17
$6.99 kids
meals
Pastas:
Pizza: Around
$24-25
$12-30
Wines
650 Richmond St
Downtown London
location
119 King
Street, London
Promotion
Use social
media to
connect with
customers and
share their
latest menu
offerings
("Abruzzi
Ristorante,"
n.d.)
Over 365
locations in
Canada
("Boston
Pizza," n.d.)
3 locations in
London
My BP
program:
offers in
restaurant
deals as well
as online order
specials,
personalized
online profile
for easier
ordering.
("Boston
Pizza," n.d.)
Segmentation Bases
Profile
Name/Group
Young Family
Lunch Crowd
Health Nut
Student
Geographic
London ON
London ON
London ON
London ON
Young couples
with children
High income
Psychographic
Benefits they
seek
(how it would
apply to your
business)
Young
Single
Close access
from place of
work.
Choose healthier
food options and
supports local
restaurants with
the same
philosophy.
Willing to spend
money for more
quality
Interested in
cultural food
Seek local,
Looking for a
healthier options. higher quality
alternative to
Food choices for chain restaurant
the whole family.
Willing to spend
more to get a
trusted brand
Generally low
income
Close to school
Looking for
healthy local
alternatives
Light usage.
Medium usage
rate weekly
usage based off
work schedule
Very time
restricted.
Very heavy
usage rate
they need to
eat gluten
free / wheat
free products
exclusively
Light usage
rate based
on income
and school
schedule
PricingStrategy
AfterCarefulconsideration,wehavedecidedtousethestatusquopricingstrategyforThe
GodfathersselectionofFinefoodsandWines.Aftercloselyexaminingthemenusofour
existingcompetitors,wefeelwecancloselycompetewiththeirpriceswhilestilldelivering
excellentqualityproduct.Ourtargetmarket(ages3649)willstatisticallyhaveenough
disposableincometopaythepriceswehopetocharge.Ourcompetitionalreadychargesa
considerableamount,sowereconfidentwecancompeteatacomparablecostandstillmakea
profit.WithalackofcomparablecompetitionintheHydeParkregion,weshouldbeabletoable
toattractcustomerstoTheGodFathersknowingourpricesarecomparabletothecompetition
whiledeliveringasuperiorproduct.
DistributionDecisions
OurrestaurantiscalledTheGodFathersandwillbe
locatedonFanshaweParkroadintheHydePark
RegionofLondonOntario.Thisareaisclosetomany
youngfamiliesanddoesnthavealotofexisting
competition.Twoofthetopemployersinourarea
MarketingCommunicationsplan: