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Gerrys offers a menu packed with scrumptious food ranging from Grilled
Seafood, Filipino and Asian favorites and tastefully prepared beermates and
Pica-Pica. For a full meal with the family or for a night out with friends,
Gerrys offers the perfect place with the perfect menu to fit any occasion at a
reasonable budget.
Among our best sellers are Inihaw na Pusit (Grilled Calamares), Crispy Pata,
Pork Sisig, Beef Kare-Kare, Nilagang Bulalo, Beef Kaldereta, Inihaw na Manok
(Grilled Chicken) and a whole lot more.
Gerrys provides its diners with an ambiance that is perfect for a typical get
together. The place is so inviting and so unintimidating it attracts the dining
as well as the family crowd. Gourmets and gourmands dine with families,
groups of friends and colleagues. Some even go solo for a relaxing time at
the bar.
With Gerrys extensive collection of music (selected branches offer music
videos), accommodating service, affordable prices, scrumptious food and
popular drinks, Gerrys spelled the equation for steady success and rapid
expansions in the restaurant business.

Still, the boundaries seem far and wide for Gerrys as it continues to conquer
different gimmick hotspots not only in the Philippines but also in the United
States, Singapore and in Doha Qatar.

Gerrys has gone beyond its expected target market, from the good old
barkada of boys and girls unwinding with a couple of beers after a hard days
work to families sharing quality time over lunch or dinner. Indeed, in terms of
target market Gerrys has come full circle.

Gerrys has been making waves since it opened its doors to the dining public
on February 14, 1997.
If you are looking for a place to satisfy your food craving and to chill out with
your family and friends then Gerrys is the perfect place of choice. Its menu
fits right into any occasion and budget.

The strengths of your restaurant lie in what you do best, whether its serving
tasty food, offering quality service at the table or providing decor that makes
the fun of eating at your restaurant a memorable experience. Other strengths
may consist of your pricing structure, such as offering a lower-priced menu
than similar restaurants in your area. If you currently generate traffic during
slow times by offering special promotions, such as buy two meals, get one
free before 5 p.m. to get patrons in the door, thats a strength. Other
strengths may include serving a specific type of ethnic food not served
elsewhere in the area.
Strong management can help Restaurant industry reach its potential by
utilizing strengths and eliminating weaknesses "Strong Management
(Restaurant Industry)" is an easily defendable qualitative factor, so
competing institutions will have a difficult time overcoming it.

Weaknesses give you an idea of things to improve in your restaurant. For
instance, your wait staff may create a weakness for your restaurant, since
youre dependent on them for the personal service they provide to each
table. Another weakness may exist if you do not provide adequate employee
training, such as showing wait staff how they should attend to tables or
explaining to culinary personnel how you want food prepared and presented.
Other weaknesses may include not getting consistent supplies that result in
menu items not being available. Relying on an outdated point-of-sale system
or using paper to keep track of ordering and stocking is a weakness, because
there are better ways of calculating your stockroom, order and financial
A lack of proprietary technology and patents can hurt Restaurant industrys
ability to compete against rivals
online presence The online market is essential for displaying information
and selling products. A weak online presence can result in lost opportunities
for Restaurant industry

Look for opportunities that help your restaurant increase its profits, such as
expanding or providing different types of food and beverages. Taking
advantage of trends related to eating healthier may mean featuring more

organic dishes or salads on your menu. Finding ways to generate more traffic
during slow times, such as in the afternoon, may represent an opportunity for
growth. Selling some of your restaurant products, such as salad dressings or
baked goods, for people to buy and take home represents an opportunity.
Offering delivery services and take-out or setting up a drive-through to meet
the needs of people on the go represents another potential opportunity.
Fragmented markets provide many opportunities for Restaurant industry to
expand and increase market share. Fragmented markets have many small
competitive who lack the cost advantages of larger companies
New services help Restaurant industry to better meet their customers needs.
These services can expand Restaurant industrys business and diversify their
customer base "New Services (Restaurant Industry)" has a significant
impact, so an analyst should put more weight into it. "New Services
(Restaurant Industry)" is a difficult qualitative factor to defend, so competing
institutions will have an easy time overcoming it.

Competing restaurants located nearby represent a threat to your business,
especially if you sell similar types of food or have similar dining experiences.
New restaurants opening up in your area also represent a threat, since area
diners have more options on where to spend their dining dollars. Other
threats consist of the potential rising price of certain foods. For instance, if
you make seafood dishes and something negative impacts the shrimp
market, a threat exists if you need to raise prices or find new suppliers,
because you may lose business.
The availability of substitute products hurts Restaurant industrys ability to
raise prices, because customers can easily switch to another product or

The strong points of your restaurant - Examples are:

Your business exterior is clean and tidy.

Your prices are cheaper than your competitors.
Your service style is new to the area.
You offer a product no other business offers.

You have a branded image.


The weak points of your restaurant - Examples are:

Your restaurant is new and not established.

You have limited funds available.
You offer a product which is already available on the market.
Customers have to travel further to get to your restaurant.


Benefits for your restaurant - Examples are:

A new office complex is opening nearby.

A new housing development is being built nearby.
A main competitor has closed down.
The building next door has become available so expansion may be an option.


Instances that can harm your restaurant - Examples are:

A high street brand is moving into the area.

Your operating costs are set to increase soon.
Your business lease is up for renewal and a rent increase will happen.

A main competitor has lowered their prices and started a price war with you.
SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses
within the company, and describes the opportunities and threats facing
Sigmund's Gourmet Pasta.

Strong relationships with vendors that offer high-quality ingredients and
fast/frequent delivery schedules.
Excellent staff who are highly trained and very customer attentive.
Great retail space that is bright, hip, clean, and located in an upscale mall,
suburban neighborhood, or urban retail district.
High customer loyalty among repeat customers.
High-quality food offerings that exceed competitors offerings in quality,
presentation, and price.
Sigmund's name lacks brand equity.
A limited marketing budget to develop brand awareness.
The struggle to continually appear to be cutting edge.
Growing market with a significant percentage of the target market still not
aware that Sigmund's Gourmet Pasta exists.
Increasing sales opportunities in take out business.
The ability to spread overhead over multiple revenue centers. Sigmund's will
be able to spread the management overhead costs among the multiple
stores, decreasing the fixed costs per store.
Competition from local restaurants that respond to Sigmund's Gourmet
Pasta's superior offerings.
Gourmet pasta restaurant chains found in other markets coming to Eugene.
A slump in the economy reducing customer's disposable income spent on

eating out.
Sigmund's Gourmet Pasta's mission is to provide the customer the finest
pasta meal and dining experience. We exist to attract and maintain
customers. When we adhere to this maxim, everything else will fall into
place. Our services will exceed the expectations of our customers.
Target Marketing
The market can be segmented into three target populations:

Individuals: people that dine in by themselves.

Families: a group of people, either friends or a group of nuclear relatives
dining together.
Take out: people that prefer to eat Sigmund's food in their home or at a
different location than the actual restaurant.
Product. The product will have the freshest ingredients including homemade
pasta, imported cheeses, organic vegetables, and top-shelf meats. The
product will also be developed to enhance presentation, everything will be
aesthetically pleasing.
Service. Customer service will be the priority. All employees will ensure that
the customers are having the most pleasant dining experience. All
employees will go through an extensive training program and only
experienced people will be hired.

Pasta Restaurant Marketing Plan

Sigmund's Gourmet Pasta
This sample marketing plan was created with Marketing Plan Pro software.
Executive Summary
Sigmund's Gourmet Pasta will be the leading gourmet pasta restaurant in
Eugene, OR with a rapidly developing consumer brand and growing customer
base. The signature line of innovative, premium, pasta dishes include pesto
with smoked salmon, pancetta and peas linguini in an alfredo sauce, and
fresh mussels and clams in a marinara sauce. Sigmund's Gourmet Pasta also
serves distinct salads, desserts, and beverages.

Sigmund's Gourmet Pasta will reinvent the pasta experience for individuals,
families, and take out customers with discretionary income by selling high
quality, innovative products at a reasonable price, designing tasteful,
convenient locations, and providing industry-benchmark customer service.
In order to grow at a rate consistent with our objectives, Sigmund's is offering
an additional $500,000 in equity. Existing members will be given the first
option to subscribe to the additional equity to allow each of them to maintain
their percentage of ownership. The portion not subscribed by existing
members will be available for prospective new investors.
Situation Analysis
Sigmund's Gourmet Pasta is close to entering their second year of operation.
The restaurant has been well received, and marketing is now critical to its
continued success and future profitability. The store offers an extensive
offering of gourmet pastas. The basic market need is to offer individuals,
families, and take out customers fresh, creative, attractive, pasta dishes,
salads and desserts. Sigmund's uses homemade pasta, fresh vegetables,
and premium meats and cheeses.
Service Offering
Sigmund's has created gourmet pastas and salads that are differentiated and
superior to competitors. Customers can taste the quality and freshness of
the product in every bite. The following are characteristics of the product:

Sigmund's dough for the pasta is made with Italian semolina flour.
Cheeses are all imported.
Vegetables are organic and fresh with three shipments a week.
Meats are all top-shelf varieties, organic when possible.
At Sigmund's, food is not a product, the experience of dining is a service.
Sigmund's prides themselves on providing service that is on par with fine
dining. This is accomplished through an extensive training program and only
hiring experienced employees.

At a Glance--The Protype Sigmund's Store:

Location: an upscale mall, suburban neighborhood, or urban retail district.

Design: bright, hip, and clean.

Size: 1,200-1,700 square feet.

Employees: six to seven full time.
Seating: 35-45.
Types of transactions: 80% dine in, 20% take out.
Keys to Success
Location, Location, Location.

Sigmund's site selection criteria are critical to success. Arthur Johnson,

former VP Real Estate, Starbucks, helped us identify the following site
selection criteria:

Daytime and evening populations.

Shopping patterns.
Car counts.
Household income levels.
Critical Issues
Sigmund's Gourmet Pasta is still in the speculative stage as a retail
restaurant. Its critical issues are:

Continue to take a modest fiscal approach; expand at a reasonable rate, not

for the sake of expansion in itself, but because it is economically wise to.
Continue to build brand awareness which will drive customers to existing
stores as well as ease the marketing efforts of future stores.
Marketing Strategy
Sigmund's advertising budget is very limited, so the advertising program is
simple. Sigmund's will do direct mail, banner ads, and inserts, with inserts in
the Register Guard likely to be the most successful of the campaigns.

Lastly, Sigmund's will leverage personal relationships to get an articles of

Sigmund's in the Register Guard. Previous friends who have had their
restaurant featured in the Register Guard has seen a dramatic increase of
sales immediately after the article was published in the RG.

Marketing Mix
Sigmund's marketing mix is comprised of these following approaches to
pricing, distribution, advertising and promotion, and customer service.

Pricing. Sigmund's pricing scheme is that the product cost is 45% of the total
retail price.
Distribution. Sigmund's food will be distributed through a take out model
where customers can call in their order and come to the restaurant to pick it
up, come into the restaurant, place the take out order and wait for it to be
completed, or come in and dine at the restaurant.
Advertising and Promotion. The most successful advertising will be banner
ads and inserts in the Register Guard as well as a PR campaign of
informational articles and reviews also within the Register Guard.
Customer Service. Obsessive customer attention is the mantra. Sigmund's
philosophy is that whatever needs to be done to make the customer happy
must occur, even at the expense of short-term profits. In the long term, this
investment will pay off with a fiercly loyal customer base who is extremely
vocal to their friends with referrals.