Running page: MICKEY’S DELHI MARKETING PLAN

Mickey’s Delhi Marketing Plan

Students Name
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Marketing strategies for a restaurant in Delhi

With the surprising numbers of food demand in Delhi, restaurants are rising with

different marketing strategies that enhance them to get through the competition. Mickey Delhi is

among the restaurants that are aiming at getting through the tough competition. To increase their

competition level from potential competitors threatening the existence, Mickey Deli has decided

to focus on marketing by coming up with new marketing strategies and plan to reach as many

audiences as possible. Online marketing, creating rewarding programs, including local

influencers, ensuring proper communication and advertising both locally and internationally, are

among the top strategies that have been considered by Mickey’s Delhi.

Online advertising will include sections such as positing different posts on Facebook;

Facebook was considered as a top priority as it hosts larger numbers of users. According to

research, up to 90% of the youth spend their time on Facebook browsing (Martínez Gutiérrez

&Kowal, 2020). The company only requires creating a Facebook page, where high graphic

pictures will be posted. It being that the appearance of food on the pictures determines how the

customers will rate the food, the company needs to consider purchasing high graphic pictures

(Oliveira &Casais, 2019). Facebook is a good catch it being that it hosts both the local and

international potential clients, consistency in creating the posts will be considered important

when managing the Facebook page. The process requires consistency in creating the posts to

ensure that the awareness reaches to a wider population. However, it should not only include

creating social media posts, but it also includes creating a strong online presence to the potential

customers and also the employees. The company should ensure that they maintain

communication such that people asking questions should be answered, with this strategy, the

company should also integrate online services, such that people can order and they get their
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deliveries with the geographical regions that they are. Being accessible at any place not minding

the struggle to get through stores will help the company thrive as people will find it easily

accessible. The delivery should be expanded to ensure that the size of the customers that they are

serving increases the current one, which will help increase the revenues received

(Suhartanto&Kusdibyo, 2019).

Inviting local Influencers is another strategy that the company has considered in its

marketing strategies. Local influencers are more of the loyal local customers that the company

has been serving. Creating special events at the company and inviting them is among the top

priorities to be considered in making the strategy successful. During the events, also visitors and

potential clients will be invited; in general, the company can invite everyone that can be their

potential customer. During the event, the loyal local customers should be given a point to talk

and explain to the visitors why they prefer getting their food from Mickey’s Delhi. Giving the

speech will act as an influencer to the other invited people because they will see reasons as to

why they should come to Mickey’s Delhi for food.

Having slightly lower prices, than its competitors is another strategy that has been

considered by Mickey’s Delhi. By ensuring that, the quality of food being served is of high

quality and the prices have been set slightly lower than its competitors, the company will be able

to grasp a larger audience from its competitors. People will always want something that is of

high quality, but they do not want to spend more. Having the prices slightly low will help the

company to grab many customers from its competitors. However, the company should not end

up underpricing such that they end up in losses, but they should create a slightly lower price than

its nearest competitors to attract many of the people within the geographical. With this strategy

the company will be able to record an increase in market share as the number of sales increases
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rapidly; the company will also make high profits that will help them diversify through different

geographical regions.

Creating an online mode of delivery is a good strategy; it being that the technology rise is

changing the way people operate their business. People want to get access to their services

without making struggles making it the best strategy. With the large number of people flooding

online within different sites, the company can take advantage of this. Instagram is another online

platform that the company should consider as it has also shown great growth potential. Creating

an online foundation base will help the company sustain its growth such that even if another

company gets through the online strategy, the company will still be on its top due to the

foundation that it has created.

Mickeys Delhi should also focus on implementing the promotional programs, on ensuring

that they maintain their customers, implementing of points to be redeemed that someone is

awarded when they buy a product is among the top considerations that the company should

consider. Having such programs will help the company maintain its customers, where the

customers will come in to purchase products to ensure that their points increase hence being

ready for redeeming. Everyone would want promotions, adding a piece of pizza upon purchase

of a large size pizza can be a catchy program to help attract a larger audience towards purchasing

the foods in the restaurant. Discounts can also be offered on product purchases, offering

discounts will act as a reduction in price; however, it is also a way of appreciating the customer

such that they do feel appreciated by the company.

Ensuring communication among the employees and the customers is among a strategy

that can also help the company get through the tough competition that is being set. The company
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should come up with a website through which clients can come and give suggestions on the food

that they have been served. Considering the comments the company should adjust to the

customers' needs and advance the products, with this, the company will be able to set

acommunication basis with the customers (Wen & Kwon, 2016). Ensuring communication at the

workplace such that employees ensure that they serve and communicate effectively with the

customers to avoid errors is another strategy that will help the company thrive. By ensuring

intense close communication with the customers, customers will be able to open up and inform

the company in case there are procedures that they are taking that are sending away their

customers. The customers are always ri9ght, and if there is proper communication within, then

there will be an improvement in service production.

It being that Delhi is among the places that are experiencing faster growth with many

restaurants which have not adopted the delivering method, the company can overtake the

restaurants; however, the company should ensure that they do not overcharge for the delivery

prices, the company should maintain, the slogan of ensuring that people get the high-quality

food, within their different places at a lower price. The delivery geographical to be covered

should be increased such that all the regions in India can have access to the foods, carrying out

posters advertisements, and also doing roadshows will be a great impact for the company to

create awareness of the food that they are serving. However, the company should acknowledge

that with an increase of the audience to be served the company should be prepared to sustain the

increase in customers that they will be increasing such that they should not fall short of demand.

This will ascertain the credibility of thecustomers. The company can also advance the stores into

the local regions where they offer cheaper food for the locals who cannot afford the expensive
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foods. Ensuring that they cover both classes in the community will help the company as many of

the restaurants always cover the high class, and the middle class leaving the lower class.

Zomato is among the top restaurants In India that are advancing and increasing their sales

day by day, creating a threat to the existence of the Mickey’sDelhi; however, it is clear that

integration of stores all over India is among the strategies that the company has used to overcome

the competition. Alongside the delivering features, many people get access to the type of foods

that they want no matter their location. Zomato also discloses that it also tries to ensure that the

demand that is raised is fed and no shortages, with this, everyone is always sure that they will get

their food no matter what.

However proper corn is another restaurant that has used Twitter as a bridge to reach its

customers, it records a high number of users, which have been recorded due to the consistency

that it ensures in making its tweets. It ensures that it updates its users of any new product to

bereleased and also informs sits followers of the promotional programs that have been set in the

restaurants. Mickey’s has maintained 1.2k followers in 2019, having 1.3 k followers in 2018, this

shows a drop in followers that might have been caused by inactivity and no consistency in

making tweets to its followers. However, with the new strategies used by proper corn by

ensuring consistency in doing tweets and posts on Facebook, Mickey’s Delhi has high chances of

improving their posting consistency rate that will help then reach the funding rate of its

competitor proper corn that has risen to $9.2M in the four years ago.
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References

Hermosa Beach Pizza, Sandwiches, and Catering - Mickey's Deli. (2020). Retrieved 14 July

2020, from https://www.mickeysdeli.com/

Martínez Gutiérrez, R., MoyaGarófano, A., &Kowal, M. (2020). Reasons for Facebook Usage:

Data From 46 Countries.

Oliveira, B., &Casais, B. (2019).The importance of user-generated photos in restaurant

selection. Journal of Hospitality and Tourism Technology.

Wen, H., & Kwon, J. (2016).Food allergy risk communication in restaurants. Food Protection

Trends, 36(5), 372-383.

Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., &Kusdibyo, L. (2019). Loyalty

toward online food delivery service: the role of e-service quality and food

quality. Journal of foodservice business research, 22(1), 81-97.