1. HAMBURGERS Jonathan Villarruel Kings Boachie-Mensah Krishna Patel Matthew Wallace Ian Pirich Sahar Yehia

2. Background Info  The Griff's Burger Bar chain was founded in 1960 in Texas by the Griffiths family  By 1965, there were 65 locations.  Most of the stores were located in high traffic locations, such as near a highway off-ramp, or along Route 66.

3.  The company used a patented A-frame design for their building styles, produced by Valentine diners.  "Griffy", their mascot, was used extensively in their signage and advertising.  Griff’s of America now has their corporate headquarters in Dallas, Texas. Background Info Continued

4.  The annual expenditure on food for Hispanics/Latinos is 15.5%. This is higher than both African Americans(12.1%) and all other races(12.6%). 1  The largest source of expenditure on food is from families at 1,083,319 million dollars. 2  Pay: The median annual wage of construction laborers and helpers was $28,410 in May 2010. 3 Market Research Secondary Data

5. SWOT Analysis  External: Opportunities and Threats  Opportunities: Larger customer base, expansion, advertising, promotions.  Threats: Lack of convenience, quality of competitors, differentiation.  Internal: Strengths and Weaknesses  Strengths: Simplicity of the menu, fast service.  Weaknesses: Atmosphere, employee training (motivation), menu design.

6. What are the major factors in food choice? Market Research Primary Data

7.  Griff’s Hamburgers menu prices’ range from $2 to $8 (Including Combos) Market Research Primary Data

8. Locations In DFW Area (Place) (Place)

9. Product

10. Promotion  Mailing list to three specified area zip codes surrounding the target location once every 3 months.  Text message promotion using Trumpia short code service for a period of a year to target potential customers living around the area and new visitors.  Text messages  Limited time offers: Purpose is to spark sales at the end of a quarter or experiment with new menu items.

11. Promotion

12. Perceptual Map Unique & Convenience Unique Generic Convenient Not Convenient Griff’s McDonald’s Whataburger Sonic Wendy’s Burger King Jack in the box Five Guys

13. Why choose Griff’s over competitors? (Differentiation) Taste 100% Beef Milk Shakes Location High traffic location Service Friendly Staff Food sent to your table Positioning

14. Target Consumers http://leads.infousa.comSource:

15. Target Area

16. Promotion Budget MediumPrice Direct Mail$2,114 ($528.40 quarterly) Website Redesign$4,020 FacebookFree TwitterFree Trumpia SMS$2,196 ($183 a month for 12 months) Total$8,330

17. Advertising Timing Pattern

18. Market Strategy  Diversification  Introduction of new items on the menu  Adding more locations for convenience  Implement a different atmosphere  Market Development  Extend existing products to new markets and segments; franchising.  Market Penetration  Increase quality and productivity.

19. Success Metrics  To provide awareness of the Griff’s brand.  Increase sales by at least 20%  Increased marketing and popularity of the product; expand to more locations to increase convenience for people seeking fast food.

20. Possible Errors  Did the survey at/outside restaurant.  Observational data was only for that specific time period.