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

2. 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

3. 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

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

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

6. 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)

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

8. 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

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

10. 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

11. 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

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

13. Target Markets

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

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

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

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

18. Customer Profile Geographic Factors Demographic Factors
Behavioral Factors

19. Market Needs Selection Accessibility Customer Service
Competitive Pricing

20. Market Trends Food Quality Presentation/ Appearance
Health Consciousness
Selection

21. Market Forecast

22. Marketing Mix

23. 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.

24. 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

25. 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.

26. 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

27. 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.

28. 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

29. 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

30. 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

31. 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

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

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

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

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

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

37. Questions?