4101 002 GROUP3 Proposal

Project Proposal
Jenna Molly Justine Sean

TEN THOUSAND VILLAGES STEVEN STARR RESTAURANTS VEREDE STYLES
Verde Styles
Steven Starr Restaurants
Ten Thousand Villages

Brand Backgrounds
Verde Styles Steven Starr Restaurants Ten Thousand Villages
-‐Founded in 1946, the company has
-‐Verde Styles was founded in 2008 -‐Founded in 1995 by Stephan Starr expanded with 150 retail
at Temple University as the result Restaurants in Philadelphia, NYC, outlets across the United
AtlanDc City, and Fort Laurderdale. States .
of a leadership project.
-‐ Restaurants include: Barclay Prime, El -‐One of the largest fair trade
-‐Their green business concept is Vez, El Rey, Parc, ConDneDal midtown, organizaDons.
one t-‐shirt bought = one tree ConDenDal, Butcher Singer, Pod, -‐Founding member of World Fair
planted. Budakan, Pizzaria Stella, Moriomoto, Trade OrganizaDon (WFTO).
-‐Mission Statement: Jones, Alma de Cuba, Chelsea Prime,
-‐Products and goods are received
To do our part in the world by Steak 954, and Teplitzky from Asian, Africa, LaDn
-‐Well known throughout the city with
delivering a line of meaningful America, and the Middle East.
stylized restaurant décor, tasty menus
products that carry with them the and modern cocktails. -‐Strives to promote world cultures
message of “change.” and improve the lives of
-‐The restaurants range from moderately
disadvantaged arDsans.
pricey to upscale.
-‐Products range from homemade
giPs, home décor, jewelry,
sculpture and art.
-‐The products sold provides stable
incomes for arDsans who
would otherwise be underpaid
or unemployed.
-‐PorDon of the product income is
given back to arDst in order to
establish sustainability.
Current Situations
-‐Currently the Starr
-‐Verde has done successful Restaurant CooperaDon -‐There is a sense of
owns buildings throughout community but can be
promoDons at several local
Philadelphia as well as improved to connect the
college campuses but are arDsans with consumers.
primarily an online around the country.
Claims to be a non-‐profit
-‐Many different ideas and
company. organizaDon but does not
new concepts are in the disclose the impact of fair
-‐Company is very new and works for new restaurants trade .
has not yet fully developed. and bars. -‐Limited informaDon given
-‐In August 2010 they won -‐The next restaurant to open on website about arDsts,
$25,000 as a finalist in the in a going to be a beer cultures, and regions of
Pepsi Refresh Project. garden in Philadelphia and is the world where products
to open in early November. are coming from.
-‐The name has yet to be -‐Over 150 locaDons and
released. Great online growing; store in
presence, all of the Philadelphia.
restaurant have their own -‐OpportuniDes to
website as well as the volunteer
Website lacks the
corporate site. Each
experience of what the
restaurant links to other actual stores portray.
Starr restaurants sites.
Missed Opportunities
-‐Verde needs to -‐There is a huge opportunity -‐ Connect with more
increase their brand to have customers write customers and arDsts
comments on their through website.
awareness.
experience at all of the -‐ Becoming more involved
-‐Social media restaurants. with social media
presence exists but -‐With the amount of take websites.
is poorly integrated out orders at the different -‐ InteracDon with arDst
establishments it would be a
into website. and customer.
great idea to have customers
-‐DifferenDaDon is -‐ Customers ability to
able to order online without
desperately needed having to call the restaurant. understand the culture
-‐A few of the Starr and arDst that created
between men’s and
restaurants have closed such the goods.
women’s fashion. -‐ Ability to educate
as Tangerines and have yet
to reopen. customers on
-‐Websites could increase a sustainability, products,
sense of company through regions and mission
blogs, and interacDve games. statement.
Brand Challenges in the
Category
-‐Category is greatly -‐With the recent decline -‐A lot of companies are
oversaturated to begin in the economy many following the trends of
with. people are not eaDng out creaDng sustainable
-‐Profit margins will be as oPen as they used too. products.
lower due to sweat-‐ -‐Especially with the higher -‐Other furniture, home
free labor. prices as many of the Starr décor and jewelry stores.
restaurants it's harder for
-‐Increasing web traffic. For instances, Home Good
many people to afford to
-‐Finding retail space to and Pier 1 Imports.
eat out.
sell clothing. -‐Independent arDsts or
-‐Faces challenges with
lower priced restaurants
other stores that follow
in the area sustainability pracDces.
-‐New and unique -‐High prices for goods and
restaurants that are products in order to
opening. compensate the arDst.
Competitive Analysis
-‐ Autonomie Project is a -‐Starr has a monopoly -‐Other furniture and home
sweatshop-‐free, décor stores that sell unique
organic, and vegan on the Philadelphia
fashion company. They restaurant market with styles of products.
offer a more diverse
product line than a restaurant in just
-‐Green Cycle Designs
Verde. about every cuisine. A store devoted to creaDng
-‐Other restaurants in products from recycled
-‐Brick and Mortar: Philadelphia. materials.
Buffalo Exchange offers
“New and Recycled
Fashion”. They buy & -‐The upscale NYC -‐Etsy
sell designer labels at restaurants are the An online store that allows
lower prices. They help arDsts to sell their products.
the environment and biggest compeDtors if
have a Token for Bags Some of the goods are
Starr wishes to expand
program to support recycled and some are not.
local chariDes. in New York. Sustainable because the
arDst receives credit and
compensaDon from
consumer.
Online & Offline Presence
Online Presence: Online: Online:
-‐Verde’s layout is relaDvely -‐Starr has a good online presence -‐Able to buy and view products.
clean and simple. with facebook and twiner.Each -‐Limited amount of informaDon
-‐Links at the bonom warrant restaurant has their own about arDst and culture of
their own tabs above website. They have a corporate
the fold. goods.
website. -‐Able to learn and explore the
-‐Web 2.0 integraDon is -‐Linle or no Web 2.0 or sense of
executed poorly. different facets of the company.
community online.
-‐The tagline “going green in -‐Linle sense of online
style” says their posiDon community.
straight but not great.
Offline: Offline:
Offline Presence: -‐Over 150 locaDons
-‐Stephen Starr was a guest judge
-‐Verde has successfully ran on iron chef which promoted his -‐Store sites are experiences
events at: Temple
University, West Chester restaurants. with employees that offer a lot
University, and -‐Starr holds catering events at of informaDon.
University of Pinsburg. restaurant and parDes. -‐Limited amount of each
-‐No flagship store or retail -‐Recently opened a restaurant in product.
presence. the Art Museum. Which is a
different concept than other
restaurants.
-‐Wide variety of restaurant
choices and styles.
Possible Fixes
-‐ Have loyal customers -‐Create a more user friendly -‐Connect with customers and
spread the world virally website that allows arDst. Allow customers to interact
on social media and customers the opportunity and chat with arDsts. View more
offer incenDves for them to comment on their pictures of the arDst and
to do so. experience and order informaDon about the area that
online. they live in.
-‐Verde’s supporters -‐Have games and quizzes about
should stare at your face -‐Comment on other
cultures of the world. Also,
when you visit the customers input.
promote learning, experiencing
homepage. -‐InteracDve game that and exploring different regions of
-‐Distribute brand through allows customers to walk the world through an interacDve
throughout the restaurant game. Offer incenDves if you win
‘green’ online retailers to
increase sales and floor plan. Able to order or answer as many quesDons as
awareness. drinks and food from menu you can.
in a more interacDve way. -‐Allow customers to exhibit
-‐Keep web 2.0 to show
pictures of their house with the
support for current art or goods that they bought.
environmental and social -‐Interact with people on facebook
issues. and twiner.
Wrap-up
These companies were chosen in
order to improve customer
relaDonship with the company.
Through our suggesDons we hope
to improve the quality of each
brand with increased interacDve
features on each website. Thank
you for viewing.
Ten thousand villages steven starr restaurants verde styles

4101 002 GROUP3 Proposal

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4101 002 GROUP3 Proposal

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Project Proposal

Jenna Molly Justine Sean

Steven Starr Restaurants

Ten Thousand Villages

Ten thousand villages steven starr restaurants verde styles

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