2015 Marketing Plan

Northlake Festival & Tucker Station

Table of Contents

Overview of Marketing Plan

National Campaign/Marketing Overview

Page 3
Page 4-5

Important Dates

Page 6

Northlakes Event Schedule

Page 7

Tuckers Event Schedule

Page 8

Food Distribution

Page 9

Discover and Delight

Page 9

Sampling

Page 9

Cow

Page 9

Random Acts of Kindness

Page 9

School Program

Page 10

Donations

Page 10

SWOT Analysis

Page 11

2015 Marketing Plan

Northlake Festival
This plan contains 30+ events that will help us reach our sales goal of $5,000,000 at
Northlake Festival by creating trial, increasing frequency, and increasing check
average. This plan combined with our Create Raving Fans strategy, and commitment
to Operational Excellence will, if executed with excellence, drive us towards our sales
goal.
Tucker Station
This plan contains 30+ events that will help us reach our sales goal of $3,600,000 at
Tucker Station by creating trial, increasing frequency, and increasing check average.
This plan combined with our Create Raving Fans strategy, and commitment to
Operational Excellence will, if executed with excellence, drive us towards our sales
goal.

Overview
In addition to the market level promotions and the Chick-fil-A promotions, our
marketing plan will primarily be focused on what we are doing inside of the
restaurant. We will sample twice a week, we will host a business of the week every
quarter, we will distribute food in the community every month and we will have a cow
on the street a minimum of two days a week. We will utilize Facebook to effectively
market our in restaurant events and we will utilize email marketing to communicate
with our guests. We will maximize our relationships with the schools and churches to
maximize our community outreach.

National Campaign/Marketing Overview

2 0 1 5 N AT I O N A L C A M PA I G N S C H E D U L E
WINTER
JANUARY
5

12

19

26

SPRING

FEBRUARY
2

16

23

MARCH
2

Breakfast

16

23

APRIL
30

13

20

MAY
27

NEW
Frosted Lemonade

11

18

BACK-TO-SCHOOL

JUNE
25

15

22

JULY
29

13

20

AUGUST
27

10

17

24

SEPTEMBER
31

Grilled Chicken
Club Sandwich

14

21

28

HOLIDAY

OCTOBER
5

12

19

26

NOVEMBER
2

16

23

30

DECEMBER
7

14

21

28

Catering / Trays

Pending rollout approval

Malls: Limited Time Flavor

Chicken Tortilla Soup and Hearty
Breast of Chicken Soup

SECONDARY

Limited Time Flavor

Chicken Tortilla Soup
and Hearty Breast of
Chicken Soup

Menu Board Clings only No POP

LTF PRODUCTS

NEW Breakfast

PRIMARY

(Biscuit, Chick-n-Minis + Coffee)

SUMMER

Malls: Frosted Lemonade

Pending rollout approval

Cobb Salad

Limited Time Flavor

Peach Milkshake

Gift Card / Calendar

Mobile Payment

Limited Time
Flavor
Peach Milkshake

Limited Time Flavor

Peppermint Chocolate
Chip Milkshake and
Chicken Tortilla Soup

Last updated 11.17.14 V8

National Campaign/Marketing Overview (Cont.)

2015 Winter Campaign
The 2015 Winter Campaign is designed to have a positive impact on guests by encouraging
them to start their days off right with Chick-fil-A breakfast. The Breakfast daypart offers a
huge opportunity for growth at Chick-fil-A: While it is the fastest-growing QSR daypart across
the nation, only 16 percent of Chick-fil-As current sales come from breakfast items. In
addition to promoting the Chick-fil-A Chicken Biscuit and Chick-n-Minis, the Winter Campaign
will provide sustained focus for the launch of the new specialty-grade, farmer-direct Chick-filA Coffee, sustainably sourced by THRIVE Farmers.
2015 Spring Campaign
Frosted Lemonade is expected to be the primary feature of this campaign, scheduled for
March 16 - May 16. This simple, crave-able, lower-calorie alternative to Chick-fil-A shakes
leverages two proprietary Chick-fil-A ingredients IceDream and Chick-fil-A Lemonade and
Diet Lemonade - and is expected to be a strong addition to the Chick fil A beverage lineup.
View more information about Frosted Lemonade. The secondary campaign in the spring will
be the Chick-fil-A Cobb Salad.
2015 Summer Campaign
The Chick-fil-A Grilled Chicken Club Sandwich will be the hero of the Summer Campaign, with
a backyard-grilled taste served on a toasted multigrain bun with colby-jack cheese, smoked
applewood bacon and green leaf lettuce. The secondary Limited Time Flavor Peach
Milkshake is perfect for cooling off in the summer months. In 2015 availability of the Peach
Milkshake will be extended through August, in response to Operator requests to keep selling
this popular product through the summer.
2015 Back-to-School Campaign
The breakfast campaign during the back-to-school season will focus on healthier breakfast
items, including some potential new entres and better-for-you ingredients. A decision on
new items or enhancements to be rolled out will be made in 2015. Also, during Back-toSchool, Chick-fil-A will promote mobile payment and other new mobile features that will be
available through the Chick-fil-A Flagship App.
2015 Holiday Campaign
New Catering procedures and Trays will be the primary campaign during the holiday season,
just in time for office Christmas parties, fundraisers and other community events. This
campaign will run from November 16 to January 2 and will feature the introduction of a new
2016 Cow Calendar and Chick-fil-A Gift Cards.

Important Dates to Remember

January 19
February 14
February 16
February 18
March 8
March 9
March 17
April 6-10
May 9
May 10
May 16
May 22
May 25
June 21
July 4
July 14
August 11
August 20
September 1
September 13
September 29
October 12
November 11
November 24-28
November 27
December 7
December 22-31
December 25
December 31

MLK Day School Out

Valentines Day
Presidents Day School Out
Fish Sandwich
Daylight Savings
Frosted Lemonade Rollout
St. Patricks Day
Dekalb County Spring Break
Tucker Day
Mothers Day
Armed Forces Day
Last Day of School
Memorial Day
Fathers Day
Independence Day
Cow Appreciation Day
School Starts
National Lemonade Day
Labor Day Schools Out
Grandparents Day
National Coffee Day
Columbus Day
Veterans Day
School Out
Thanksgiving
Pearl Harbor Day
School Out
Christmas Day
New Years Eve

Event Schedule

Jan 15 Free Breakfast Thursday

January 26 Circus Family Night
Golden Nose Giveaway Feb 2-7
Feb 7 Daddy Daughter Date Night
Feb 5 Coffee with Cops
Feb 9 A-List Begins
April 11 Camp Inspiration at Mercer
March 26 Lakeside Career Fair
May 2 WinShape Road Crew Event 5-7
May 9 Tucker Day
May 4-16 Swim Team Spirit Competition
June 7 Braves Game Team Outsing
June 24: A-List Dinner
June 28: Senior Dinner
July 1: A-List rollout at Tucker
July 12: Team Outing; Kickball
July 13-17 Winshape camp
July 14: Cow Appreciation Day
August 10-29: School Competition
August 22: Back to School Bash
August 29 Battle of the Borders
September: Kids Club begins
October: Kids Night: Halloween
October/November: Networks Fundraiser
October 21: A-List Dinner
November 11 Military Appreciation Dinner
December 12: Breakfast with Santa Cow/Ornament making at Tucker
December 19: Breakfast with Santa Cow/Ornament making at NL

Food Distribution Budget $1,200

Date
March
May
August
November

Description
Biscuits
Sandwiches
Biscuits
Minis

Budget
$300
$300
$300
$300

Assigned To
Melanie
Melanie
Melanie
Melanie

Discover and Delight Budget $400

Date
April
June
August
October

Budget
$100
$100
$100
$100

Assigned To
Melanie
Melanie
Melanie
Melanie

Sampling Budget $1,500

Customers will have the opportunity to sample an item that I (or the Director of
Operations) choose to showcase every Tuesday and Friday during peak lunch hours.
The feature item will also be the focus of the sales contest for that month.
There will be a monthly Sampling Calendar posted in the office every month.
Cow Budget $2,500
The cow will be on the street three times a week for an
hour each day. Tuesday, Thursday and Saturday will be our
primary focus, but can be altered if needed.

Random Acts of Kindness- Budget $2,000

Each manager/shift leader will be able to give out 10 RAK each month. The
manager/shift leader is allowed to give their RAK to a team member if they choose to
do so. When doing RAK for our guests, make sure to ring up the item(s) on the POS
and Promo Free the item(s). On the receipt, please write in big letter RAK so I am able
to keep track of how many we are doing each month.
School Program Overview Budget $10,000
! Schools will be given a food credit based on school size and/or sponsorship
level.
! Schools will be given one auction pack and 250 dessert coupons to distribute
at their discretion.
! Schools will be given a food credit based on their sales.
o If the school raises $500 or less, the school will get a 10% food credit
on their sales.
o If the schools sales exceed $500, the school will get a 15% food credit
on their sales.
o If the school sales exceed $1,000, the school will get a 20% food
credit based on their sales.
! The school will be recognized on our reader board, as well as our e-newsletter.
! Schools will be required to appoint one person to act as the school CFA
representative and administer CFA food credits. All requests for food and food
coupons must come from the appointed representative.
Donation Policy Budget $2,500
Thank you for you interest in a Chick-fi-A donation. Our donations are reserved for
those who live in the community and are only made to reward character and
academic achievement.
Donation requests meeting this criteria must be made two weeks prior to your event
and the event must be located within three miles of our location.

Marketing SWOT Analysis

Strengths- A simple yet detailed marketing plan that uses the resources we have
along with planned events, e-mail and social media marketing, sampling and CDR
lunches to give second mile service to every guest. Our main strengths are our
committed team members and raving fans.
Additional strengths are: Chick-fil-A is an established brand in the US, successful
advertising campaign Eat mor chikin, sponsorship to numerous sporting events, and
Chick-fil-A has a good online presence with an option of online ordering and delivery.
Weaknesses- Chick-fil-As presence in the U.S. is limited compared to out
competitors.
Opportunities- There are many growth opportunities through our Catering Program.
Through the program, our day in and day our sales approach will help grow the
business in order to reach our goals of $5 million and $3.6 million.
Threats- Many of the restaurants in our area present a threat, but specifically
Chipotle, Moes and Zaxbys. They are all within walking distance of our stores, and
they, too, have healthier options to offer their guests.

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Check Average Northlake Festival

Our current sales level is approximately $4.243 million. This includes outside sales of
$76,303. In order to reach our goal, we must increase our check average by $.33
and the number of transactions by 72,018. The result of obtaining both these goals
is an increase of Outside Sales by $23,697 and Inside Sales by $656,402 resulting
in annual sales of $5,000,000.

In order to accomplish this we must optimize every customer transaction by:

! Consistently suggestively selling both in the drive thru and front
counter.
We will utilize Monthly Contests to incentivize the team to do so. As a team,
we need to reinforce the requirement to suggestively sell to every guest. We
must utilize the contest function on Service Point and reward team members
for achieving results. We must train our team to effectively suggestively sell
and this must be a priority to our training team.
! Execute our marketing plan.
Our marketing plan will primarily be focused on what we are doing inside of
our restaurant. We will sample two days a week and we will distribute food in
the community every month. We will utilize Facebook to effectively market our
in restaurant events and we will utilize email marketing to communicate
with our guests. We will maximize our relationships with the schools and
churches to maximize our community outreach.
! Increase frequency by consistently delivering a great experience.
We must consistently serve quality food in a clean environment by people
who care and are willing to go the second mile to make a difference. We must
make every guest experience a remarkable one by being intentional (realizing
each and every opportunity and acting on it), by being adequately staffed,
properly trained and by executing the Raving Fan Strategy every day.

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