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Tupelo Honey Café

Tupelo Honey Café

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Published by Megan Beck
HRT 210
HRT 210

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Categories:Types, Presentations
Published by: Megan Beck on Oct 28, 2013
Copyright:Attribution Non-commercial


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Group 10
Megan, Cody, Sarah, and Yang
Tupelo Honey Café is located in downtown Knoxville, TN in an area called MarketSquare. Their renowned logo is the silhouette of a large tree with their name in white in themiddle of the tree. You will find this image on anything relating to their restaurant includingtheir Facebook page, menu, and paraphernalia sold in their online shop. This creates an imagefor customers to identify and relate to their restaurant name, quality, and service. Brand image
has to be reinforced by consistency of the company’s
values and practices; it is creating an image in
customers’ minds that signifies a specific perception
of value for price as we learned in class. The brandimage also must separate Tupelo Honey from itscompetitors. The décor of the outside of therestaurant blends well with the Knoxville, Market Square scene. The outside has a modern yetcozy feel to its design. The décor on the inside has an upscale country vibe and is like nothing
you’ve ever s
een before given that it is the first time Tupelo Honey has come to Knoxville. Thetarget market is tourists who have heard of the Asheville Tupelo Honey location, locals who livearound the market square area drawing in the urban crowd, and younger faces from theUniversity of Tennessee student body about five miles down the road. It draws in all age groups both families and the hip, younger crowd looking for some funky cocktails. The restaurant islarge enough to actively serve 109 hungry customers.Storage space in the kitchen includes dry storage, a walk-in, and freezer. Equipment usedto prepare the food includes a 6-burner range, two double convection ovens, a griddle or flattop,
Group 10
warming oven for holding prepared foods, a steam jacket kettle, and a grill. Some breads andsalad dressings are brought in from a commissary. All proteins are cooked to order and soupsare made daily. From-scratch biscuits are made on the premise. In inventory, the restaurant has100+ items, according to the manager, and orders are made twice a week. Produce comes daily,which emphasizes the restaurants focus on fresh produce. They strive to buy from local sources
and stress the fact that their food comes from the “farm
 Tupelo Honey Café serves breakfast, lunch, and dinner. Their menu offers a wide varietyof food and has several different menus. Specifically Tupelo Honey has their main menu as well
as a children’s menu, bar menu, dessert menu, gluten
-free menu, and a to-go menu. The coursesserved are soups, salads, starters, sandwiches, main courses, farm-fresh sides, breakfast items, beverages, and desserts.
Tupelo Honey’s kitchen is filled with fresh ingredients and all their 
 produce is farm-fresh. They provide their customers with gluten-free, vegetarian/vegan, andsoy-free options, which are the health conscious items that appear on the menu. While dining atTupelo Honey Café, customers find themselves with a wide variety of options and so many typesof good food to choose from.
Their main course list includes: Brian’s Shrimp and Grits, Root
Beer Molasses Glazed Pork Tenderloin with Green Apple Salsa, Chorizo-Crusted Colossal SeaScallops with Basil Cream Sauce, In Praise of BBQ Plate, Southern Fried Chicken Saltimboccawith Country Ham and Mushroom Marsala, and Sassy Garlic Crusted Char-Grilled Chicken, justto name a few. Diners might describe their food as fresh, home-cooked, and southern. The product specification found on the menu with fun and spunky names draws in the customers and
supports the restaurant’s individuality. All food is prepared differently based on the dish, but
they basically use all methods such as grilling, broiling, and frying.
Group 10
Tupelo Honey sells a variety of alcoholic beverages. This extensive list includes cockytails, hand crafted house-made infusions, Blue Ridge mountain martinis, whiskey and whiskeydrinks, spirited flights, beer flights, handcrafted draft and bottled brews, hard soft drinks, spiritsof the south, whites and reds, and bubbles. Since a good portion of their profits comes from beverage sales, it makes sense that they provide so many options for alcoholic beverages. Again, product individuality is specified in the menu with their unique names.The focus of the menu lies within the ideals and principles of the company, to providetheir customers with fresh, locally grown produce and foods. The bright colors and happyambiance of the menu provides comfort and assurance to the customer that they are receiving the best quality food around. They are notorious for their delicious biscuits and homemade jelly that are brought out as starters for every meal. The menumentions a few specials such as endless refills oncertain drinks, but it mainly promotes ways toconnect with them via the Internet. It tells you to post a photo on their Facebook page and a random winner will be given free Butter Pecan Pie.They also provide the URL for their online store: http://www.SHOP.tupelohoneycafe.com/.No  particular items are emphasized but regular customers know which foods they love best! The price point for a main course is about $15 to $20. Sandwiches are around $10. The price rangeis a little bit higher than your average restaurant; I would consider it a fine dining restaurant in amore relaxed environment. The manager said that the average check is around $18 without beverages and $25 with beverages.

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