Dish Gourmet Food Co. Marketing Plan Cardinals Whitney Lang Kate Minnis Vickie Elfering

Mission Statement Dish Gourmet Food Co. goal is to be able to provide Gourmet food at affordable prices and in an efficient timely matter

Strengths Locally operated and family owned Gourmet fast food made to order fresh Mobile food truck allows for change Opportunities Growth of Billings Growth of our business Expansion of business Threats Weather Chain Competition Local Competition Weaknesses Truck size limits preparation area Freshly made hand-pressed patties are time consuming to make Finding a commercial in desired area SWOT ANALYSIS Dish Gourmet Food Co.

Strength Locally operated and family owned Strength Gourmet fast food made to order fresh Strength Mobile food truck allows for change Strength Affordable family friendly food Strength All hamburger patties are hand- pressed and never frozen Strength Mobile food truck allows for unique hours and locations Strengths SWOT ANALYSIS

Weaknesses Truck size limits preparation area Weaknesses Freshly made hand- pressed patties are time consuming to make Weaknesses Finding a commercial in desired area Weaknesses The size of the water tank and hot water hearer limits the amount of produce we can use Weaknesses Limits food truck to main dishes only-no sides Weaknesses City regulations limit us to the use of commercial lots only Weaknesses SWOT ANALYSIS

Opportunities Growth of Billings Opportunities Growth of our business Opportunities Expansion of business Opportunities From 2000 to 2012 the population growth has grew to percent. Opportunities Expansion to a bigger food truck or a restaurant location Opportunities Growth of business to the entire northwest Opportunities SWOT ANALYSIS

Threats Weather Threats Chain Competition Threats Local competitors Threats Extreme weather conditions could close operations for the day Threats Z pizza, Wendy’s, Burger King, Hardees, and Jimmy Johns Threats Soup and Such, Rocket Burrito, and Downtown Subs Threats SWOT ANALYSIS

Summary Locally operated and family owned ( Affordable family friendly food) Finding a commercial in desired area (City regulations limit us to the use of commercial lots only) Growth of Billings ( From 2000 to 2012 the population growth has grew to percent.) Weather ( Extreme weather conditions could close operations for the day) SWOT ANALYSIS

Product Life Cycle Dish Food Truck is currently in the market introduction stage. –Dish has been in operation only about one month during the summer and not in the Billings area. –Customer’s are not aware of the truck and the gourmet food offered. –Currently, the business has experiences losses because of start-up costs and lack of customer knowledge of Dish.

Current Status Targeting business professionals and people engaging in the Billings night life. Gourmet quality food offered at an affordable price with alternating locations to accommodate customers. Lack of exposure in the community Limited to commercial lots only Mobile unit can only accommodate a smaller volume of customers at any given time

Products All-American Grill Cheese Grilled Peanut Butter and Jelly Sandwich Grilled Swiss and Onion Hamburgers Cheeseburgers Bottled Water Cans of Soda Ketchup Mustard Mayonnaise Salt and pepper Packets Season Salt Butter

Target Audience & Segmentation Strategy Downtown Customers –Business professionals –College students –Tourists –Shoppers Age Range of Market: All Ages Night Life –Wild West Age Range of market: 18 and up

Geographic & Demographic Dimensions Downtown Billings 3,500 Businesses Average 15 workers per business Total of 40,000 workers downtown 65,017 people 18 to 64 years of age

Consumer Behavioral Dimensions Rate of Use- To Be Determined –The average American eats out 4-5 times a week. Benefits –Freshly prepared food made to order in an efficient and timely manner. Kind of Food –Gourmet Grilled Cheese Sandwiches and Burgers Convenience Products –Soda and Water Customer Service –Friendly customer service orientated staff that strives to build personal relationships with customers

Problem Identification People in Downtown Billings are seeking a new place to eat during lunchtime that offers different variety of foods that are high quality and ready to eat quickly. People that enjoy the night life in Billings are seeking another option for food later at night. Dish food is made quickly but is not fast food and also offers different food then the other food truck that sells by the Wild West.

Gathering Information Word of Mouth Online via Facebook Advertisements Local signage

Downtown Alternative During Lunchtime Z pizza Wendy’s Burger King Hardees Jimmy Johns Soup and Such Rocket Burrito Downtown Subs

Alternatives During or After a Night Out Dr. D’s Hardee’s Burger King Taco Bell Taco John’s Denny’s Ihop

Decision Process & Why To Choose Dish Gourmet Food Co. Dish…. –Works hard to build great rapport with customers –Makes fresh food to order –Is reasonably priced –Offers a unique selection of gourmet grilled cheese sandwiches –Is a family business that is locally owned and operated –Travels to downtown locations for convenience of customers

Product Objectives Dish plans to… –Offer high quality gourmet sandwiches in several locations –Add or change sandwiches depending on time of year and popularity of sandwich –Expand number of locations visited weekly

Means End Chain ProductAttributesPhysical Consequences Psychological Consequences Values Gourmet Grilled Cheese Sandwiches and Burgers High quality and made fresh to order Always fresh and hot Feels satisfied with product Personal fulfillment Mobile truckAble to travel to the customers Relief to have food available in area Customer’s feel appreciated Reasonable priced Does not majorly impact bank account Feel great about spending little money for gourmet food Saves money while still getting great food Kid friendlyCustomer’s do not have to make extra stop for children Entire family is able to enjoy food together Family Friendly atmosphere

Perceptual Map Quick Service Low Price High Price Slow Service Dish Burger King Wendy’s Jimmy Johns Hardee’s Z Pizza Rocket Burrito Soup & Such Taco Bell Downtown Subs Denny’sTaco Johns Dr. D’s Ihop Night Life Downtown Lunch Dish Gourmet Food Co. Key

Yearly Expenses Yellowstone Business License: $ Health Inspection: $ Insurance: $ Truck License: $ Oil Changes: $ Equipment and Miscellaneous: $ Total Yearly Expense: $

Product Expenses Menu ItemWholesale PriceMenu Price All-American Grilled Cheese$.59$1.50 Grilled Peanut Butter and Jelly$1.30$3.00 Swiss and Onion Grilled Cheese$.79$2.00 Hamburgers$.76$2.00 Cheeseburger$.80$2.50

Weekly Operational Expenses Propane: $ Gas: $50.00 Food Costs: Total Weekly Expenses: $996.60

Place Objectives Utilize commercial lots downtown to go directly to the target customers Utilize Facebook to keep customers informed of where we are going to be located Eventually expand locations to extend all over Billings

Promotion Objectives Get Attention –Advertising –Facebook Page Hold Interest –Continue Advertising Make Desirable –Give Samples Obtain Business –Utilize coupons for a special priced item

Sources gshttp:// gs stfood.pdfhttp://ucsdnutritionlink.org/articles/archives/fa stfood.pdf gs,_Montanahttp://en.wikipedia.org/wiki/Sections_of_Billin gs,_Montana