Burger Peter

Promotion Strategy
Munteanu Bianca, Group 1750, Marketing Faculty
 Burger Peter

-Promotion Strategy-

Introduction
Burger Peter is a fast food restaurant opened recently, about a year ago, in Bucharest. They are
located close to Decebal boulevard. Their initial menu consisted mainly of burgers (menu - 24
RON) but they added other dishes as well such as ribs or salads. The high quality and delicious
taste of their food come at a fairly low price, therefore you get more for what you pay than for
other similar restaurants. Burger Peter also has a delivery service but it is only limited to a
maximum of 5km range to their location.

Promotion
In order to promote it, I would first expand their delivery range and set a minimum order of 35
lei. Their products have been well-received by the consumers therefore I believe that in order to
promote Burger Peter more people need to know and get in contact with them and this can be
done by increasing their deliveries. Since they have been opened for a year, they already have
their share of loyal customers and presumably not all of them live in the restaurant’s delivery
range. Surely, they would be excited about this change and consume more Burger Peter products
than before. In order to inform consumers, I suggest delivering flyers with every order and to
every customer that comes into the restaurant. The site delivery section should be updated as
well as the Facebook page. Furthermore an online order section should be added since the orders
are expected to increase. Another promotion technique they could use is to deliver flyers to
certain blocks all around the city by mail post, a technique used by many delivery services.

In the end, informing the regular customers, possible future consumers and using online
marketing techniques should assure them a high degree of promotion.

Target Market
The target market for Burger Peter is very broad and it ranges from teenagers to 50 year olds.
Also Burger Peter targets the middle class, but is well received by the higher class as well for
their tasty products and low prices.
Promotion channels and tools
The promotion channels used are advertising (flyers) and direct marketing (website and
Facebook). Their main promotion should be focused online as they can reach numerous
consumers this way. I suggest using as a tool the search engine marketing and optimization to
allow their name and website to appear on a list of search engine results. With a strong SEO
strategy, the company website will become associated with the keywords used to find their
services. This increases the chances of being the fast food service an individual chooses when
dealing with other similar services.

Outcome
The expected outcome is an increased number of customers from various areas of Bucharest not
just places near the restaurant. This will generate more profit but also imply higher delivery costs
for the restaurant as they will have a larger area to cover.

Budget
The budget should take into consideration the costs of the promotional tools used (flyers and
search engine marketing and optimization), the costs of updating the site and other costs caused
by the increased number of deliveries such as the gasoline cost. A general budget outline that
should cover all these costs is 300 € (~1350 RON)