Pepsi Grand Opening Program

1
PepsiGrand Opening Program
2
Agenda

• Program overview
• Pre-opening period
• Opening period
• Post-opening period
• Customize your plan
• Next steps

3
Overview

• Objective
• Maximize and sustain opening sales volume
• Strategy
• Utilize trade area targeted communications during
  3 distinct phases of the Grand Opening
  pre-opening, opening and post-opening

4
A strong opening is critical

• Opening sales volume directly impacts the
  sustainable volume of your restaurant
• The higher you open, the greater the sustainable
  volume potential

5
Pre-opening period

• Approximately 4-6 weeks prior to opening day
  focus on maximizing awareness of the restaurant.
• Issue construction press release
• Issue Grand Opening press release
• Prominently display exterior banner Coming
  Soon

Press release template is located in the Grand
Opening are of virtualCMM.com Banners are not
available through virtualCMM.com or POLR.
Contact your TracyLocke representative for
assistance in ordering grand opening banners
6
Opening period

• From opening day through the first 10 weeks focus
  on aggressively marketing the opening of the
  restaurant
• Ribbon cutting ceremony with photographs
• Issue ribbon cutting presentation photo to the
  media (if available)
• Tag current market radio (or other media) with
  Now Open at ltlocationgt
• Drop 2 zoned FSIs within first twelve weeks of
  opening (one in week 6, one in week 10)
• Offer Comeback Cards to all guests for the
  first 30 days
• Offer Comeback Crads to local businesses to
  distribute to their customers to bounce them to
  your restaurant
• Make sure the crew is wearing the Available
  Now button

Comeback Cards are available through POLR (see
virtualCMM.com under pre-printed merchandising
materials for more information). FSIs are not
available through virtualCMM.com or POLR. FSIs
should be secured through your customer (if
available) or through your TracyLocke
representative
7
Post-opening period

• From approximately 12 weeks through 6 months
  after opening focus on maintaining communication
  with your trade area
• Drop 1 more zoned FSI in week 14
• Consider cross-promotions with community partners
  and businesses to maximize sales (e.g., dropping
  off Comeback cards to Elementary schools, YMCA,
  business/retail or apartment complexes, etc.)
• Consider placing outdoor boards in the area

Outdoor boards are not available through
virtualCMM.com or POLR. Outdoor boards should be
secured through your customer (if available) or
through your TracyLocke representative FSIs are
not available through virtualCMM.com or POLR.
FSIs should be secured through your customer (if
available) or through your TracyLocke
representative
8
Grand Opening Plan

• Double click on this plan document to create your
  own plan

9
Next Steps

• Identify projected opening date
• Download materials needed from virtualCMM.com
• Help the customer build the grand opening plan
  (page 8)