Diagnosis and Research Findings

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Diagnosis and Research Findings

• Our survey attempted to collect data on
• Core group of consumers
• Timing of visits
• Reasons for visits
• Competition
• Reasons to go to the competition

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Core Consumers

• Students
• Surveyed
• 17 Seniors
• 19 Juniors
• 9 Sophomores
• 7 Freshman

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Timing and Purpose of Visits

• Most students surveyed eat at McKinleys during
  the lunch hour
• The most reported answer for why students ate at
  McKinleys
• Convenience of Location
• Variety of food

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Analyzing the Competition

• What would make McKinleys appealing?
• Bringing outside chain vendors as a station
  option
• i.e. McDonalds or Burger King
• Competition
• Fast Food
• convenience, cost, speed of service
• Sheetz/Gas Stations
• For options available, hours available
• Julian's
• For appeal as a family restaurant

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SWOT Analysis

• Strengths
• Location and accessibility
• Perception of the company
• i.e. Director of Dining Services
• Weaknesses
• Old reputation (greed, unhealthy, and dirty)
• Customer Service (attitudes and efficiency)

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SWOT Analysis

• Opportunities
• Garner more dinner time customers
• Provide a more diverse variety and food selection
• Threats
• Brooks
• Opportunity to use Insta-Gator cards at in-town
  venues
• In-town restaurants
• Delivery Places

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Repositioning Strategy

• The New McKinleys
• Engage in active campaign to improve cleanliness,
  customer service and options available
• Use special events and promotional material to
  encourage students to come in and check out the
  improvements

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Repositioning Strategy

• Student Involvement
• Preceding the unveiling of the new McKinleys
  student input will be encouraged
• Uniform choices
• Menu additions
• Forum to voice opinions and an active showing of
  the results

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Media Choices

• Posters around campus
• Greetings From postcard advertising
• Commercials on ACTv

Photos from http//www.in-paris.co/uk
httpfooddiary.blogsome.com/2007/05 http//www.al
legheny.edu/administration/dining/mckinleys.php
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Budget Breakdown

• Budget Breakdown
• 1 (3 ft. X 4 ft.) Posters 49 (includes
  laminating and mounting)
• 500 Pens 50 (.10/each at www.macromeeting.com)
  
• Commercials on ACTv free
• Handouts (27) 1.45 (25 X 0.05 and 2 X 0.10)
• Visibility Factors
• Pens circulation factor, high visibility
• One Poster introducing new food items for each
  week of the month
• New Food items every week