Olive Garden Marketing Plan Keith Wagner Chris Hetkowski Brandon Kowalczyk Kristin Pauline

About Olive Garden Founded in 1982 by Bill Darden 662 restaurant locations, annual sales $3.1 billion. Parent Company: Darden Restaurants Olive Garden’s Culinary Institute of Tuscany trains over 100 culinary manager a year

Olive Garden’s Wine Program Offer a large selection of wines Members of their staff train at the Napa Valley Wine Institute Olive Garden is the largest purveyor of Italian wine in the United States

Tuscan-Farmhouse Restaurant Design Modeled after the Riserva di Fizzano restaurant in Tuscany, Italy Distinct architectural characteristics Furnishings imported from Italy

Investing in the community Pasta for Pennies Program Pasta Tales Labor Day Hospitaliano! Visits Meals for the poor

Olive Garden’s Achievements 50 consecutive quarters of sales growth Average weekly guest count per restaurant - 26% increase over the last 13 years “Olive Garden’s success over the past 50 quarters reflects its ability to achieve a goal and then immediately set the bar even higher.” – Drew Madson (COO of Darden Restaurants)

Olive Garden’s Mission “Our purpose is Hospitaliano!, our passion for 100% guest delight.”

Olive Garden’s Goals Continue offering a high quality, genuine Italian dining experience Open 40 new restaurants in each of the next two fiscal years. Match up to 5 million dollars of donations raised in the Pasta For Pennies Program which benefits the Leukemia and Lymphoma Society

Core Competencies Excellent, authentic Italian food Wine Program Corporate Culture of Hospitaliano! Tuscan-Farmhouse Design

S.W.O.T. Analysis Strengths: Weaknesses: Genuine Italian dining experience Largest full-service Italian restaurant chain Name recognition Low prices Darden Restaurants is #1 casual dining operator Weaknesses: Limited to Italian food May be too expensive for some budgets People may tire of the same old entrées

S.W.O.T. Analysis Opportunities: Threats: Few full-service restaurant chains No other Italian restaurant chains Next to Residence Inn Right off I-81 Closest restaurant for Eagle Rock Resort Plans for Humboldt Station shopping center Large population growth projected for Hazleton Threats: Distance from Hazleton and shopping centers Economic conditions Changing demographics of Hazleton Humboldt Station shopping center may never materialize

Competitive Landscape Full-service Italian restaurants Other Italian delis and pizzerias Other large restaurant chains

Target Markets

Regular Customers Visit several times a month Live in or close to the area Come back to visit again

Travelers Customers who may only ever visit once Can just be passing by the area Here on leisure or business.

Workers Work close by the location Dine during lunch breaks May also be part of the take out process

Take Out Can be regular customers Workers on a lunch break Travelers looking for convenient service

Customer Profile Geographic Factors Demographic Factors Behavioral Factors

Market Needs Selection Accessibility Customer Service Competitive Pricing

Market Trends Food Quality Presentation/ Appearance Health Consciousness Selection

Market Forecast

Marketing Mix

Product Olive Garden offers a variety of fine foods and wines. They offer Italian specialty and pasta dishes which have unique flavors. Many of their products are based on some essential ingredients, Olive Oil, Pasta, Cheese, bread and Wine. The menu is broken into several different categories.

Menu Appetizers Inspired Entrees Chicken Steak Pasta Seafood A variety of sauces are offered Soup, Salad, & Breadsticks are also offered and are endless Desserts Wide Variety of Cakes Coffees and specialty drinks Wines Red White Sparkling

Services Wine sampling is available upon request. Samples will be brought to your table to ensure you choose the right one. At Olive Garden, they take pleasure in ensuring that you are absolutely delighted with your dining experience and your wine choice.

Services At Olive Garden your whole dining experience is important. We want to ensure that you are made to feel like you are at home. To ensure that, we provide our customers with our Hospitaliano service. To-go Service

Food Service Orders can also be placed while dining in our restaurant. Orders will be placed at the table and the food will be delivered. Service will be customized to the needs of our guests. Servers will be there to take care of your every need.

Distribution The Olive Garden’s fine Italian food will be distributed through a To-Go system, where customers can call in their order and come to the restaurant to pick it up. The Olive Garden’s To-Go orders can be placed over the phone, so that way businesses can order out and still have the fine quality of food that the Olive Garden has to offer. For traditional family dining family’s can come into the restaurant and enjoy a true Italian dining experience

Distribution (Cont) The Olive Garden gives you a variety of true Italian meals. They also offer a wide variety of desserts such as Classic Italian ice creams Pastries Cakes

Promotion Full Page Color Fliers in the Standard Speaker Lunch deliveries to the Humboldt Industrial Park for orders of $75 Promotions to catch the after-work crowd Billboard advertisements along I-81 10% off coupons for the Residence Inn

Pricing Average entrée price: Olive Garden $10.00-$15.00 Booty’s Restaurant $10.00-$15.00 Scatton’s Restaurant- $15.00-$20.00 Ovalon $17.00-$25.00

Competition Nominal Competition: Primary Competition: The Ovalon Scatton’s Restaurant Primary Competition: Booty’s Restaurant

Booty’s Restaurant Advantages of Booty’s Good homemade Italian food Locally owned and operated Near the downtown Hazleton Area

Olive Garden Advantages over Booty’s Superior Italian food and dining Name recognition Consistent food offerings Better pricing

Budget Year 1: R 3.5, E 3.2, I .3 Year 2: R 4.2, E 3.2, I 1.0

Future Goals Continue to increase profit over the coming years Lower costs Double net income in five years

Questions?