Your pizza, your wayColumbus, Ohio

Welcome to BakedBAKED

Beer Tap Wall

Order from iPads

Rooftop Patio

Large tables with many

seating style options

Table of ContentsMission

Objectives

Target Audience

Baked Locations

Baked Menu

Market Demographics

SWOT Analysis

Porter’s 5 Forces

Media Breakdown

Media Flowchart

Phase 1

Phase 2

Phase 3Order from iPads

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Mission: Design and create an up and coming pizza chain expanding into new markets with a vision for becoming a national chain while developing a marketing plan to introduce your new brand of pizza for delivery to consumers in the Columbus, Ohio market.

Objectives:• Generate awareness of the brand • Spark trial among your target consumer

Target Audience: The target audience for Baked is 21-35 year olds living in Central Ohio. These men and women are subjected to the working class, and have disposable income to spend on good pizza and beer. The individuals are typically single, and are looking for a place to meet new people, mingle and expand their personal and professional network. This audience appreciates happy hour prices and is always looking for a place to unwind after a hard week at work.

Locations:• Short north• New Albany• German Village• Easton• Polaris• Grandview• Worthington• Hilliard • Upper Arlington • Dublin

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Menu:• Side Salads- House and Greek• Specialty Pizzas • Option to create a whole pizza by individual slice• Wake & Bake - Breakfast Pizza (Bacon / sausage, eggs, cheese)• The Tailgate - boneless wings, ranch, hot sauce• Young Cheezy- Mozzarella, cheddar, Colby, Provolone• The Hot Mess - peppers, onions, mushrooms, sausage, 3 cheese, pepperoni,

olives, banana peppers• Rollin’ Deep - Salmon, cream cheese, avocado, seaweed flakes, ginger • Craft Beer - happy hour prices daily

Baked MenuYour pizza, your way.

Have you ever wanted to try everything on the menu at a restaurant, but couldn’t? Now at Baked, you can.

At Baked, customers have the option to customize their pizza exactly how their taste buds want it. The customers are in total control of the pizza creation. They can either order pizza by the slice, but ideally have the option of ordering a full pizza with each slice a different Baked creation.

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Market Demographics (Columbus, Ohio):

Key Findings:• 20 to 34 year olds represent 30% of residents• Never married residents represent 68% of Downtown Columbus • 70% of residents are White Collar • 72% of households are non-family households

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SWOT Analysis: Understanding the industry through a situational analysis

Strengths • Unique pizza options • Young, hip atmosphere • Easy, fast order yourself • Customer control • Outdoor patio • Two bars (downstairs and upstairs) • Local and organic produce• Gluten free options • Young demographic • Cable TV and live entertainmentWeaknesses• No delivery • Not targeted toward children • Limited menu to only pizza and salad• Alcohol limited to only beer • New to Columbus food market • No brand loyaltyOpportunities• Expanding advertising to Instagram and around all of Ohio• Expanding menu and drink options • Expanding merchandise • Form partnerships with local events and companiesThreats• Chain restaurants (Papa Johns, Pizza Hut, Little Caesars, Domino, Donatos) • Local, unique pizza shops with brand loyalty (Mike’s Late night slice, Pizza

House, Harvest Pizzeria, Bono Pizza, Yellow Brick, California Pizza Kitchen)• Fast food chains

Key Findings:• Unique pizza options with outdoor patio and craft beer• No delivery and not child friendly• Opportunity to expand merchandise and create partnerships • Preexisting pizza chains are the biggest threat

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Porter’s 5 Forces: Understanding the industry through a competitive analysis

Power of Buyers • Ability to change menu in later years of existing • Can lend suggestions to menu • High influx of pizza buyers• High power - no current brand loyaltyPower of Suppliers • Small number of suppliers (organic farmers in Central Ohio) • High Supplier power - reliant on their timelinessThreat of New Entrants • Moderately expensive to enter the food industry • Experience needed in cooking, restaurant management • Popular food choice (common across America)• Customers are loyal to existing brands• High capital requirements• High barrier of entry Industry Rivalry • High number of already existing pizza restaurants and food chains in

Central Ohio• Preexisting customer loyalty • Commodity products • Fast growing industry• Low power of entryThreat of substitutes • Substantial product differentiation• Many similar pizza chains and restaurants • Substitutes may have delivery• High power of substitutes

Key Findings:• High power of buyers because Baked is new to the market • Difficult and expensive to enter the pizza industry• Pizza is a commodity and there is already a large number of competitors

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Media BreakdownMillennial Media Consumption FactsPrint• 93 percent of those surveyed said that they have looked at a magazine in the past 60 days• 57 percent still read newspapers almost daily Digital• Facebook and Pandora are the Number 1. and Number 3. top apps used by Millenials OOH• 78% of millennials are more inclined to become part of a brand if they have that face-to-face

interaction

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Media Flowchart

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Phase 1 Teaser Campaign 2-3 weeks before September launch

Billboards Three billboards spread across Central Ohio highways for a total of four weeks before the Grand Opening.

Create Your Dream Pizza This interactive kiosk will have three locations spread across Central Ohio. The specific locations will be Easton, Polaris and Short North. The interactive kiosk will allow the consumers to create their dream pizza by dragging and dropping pizza toppings onto a plain, cheese pizza. After their dream pizza is created, the customer can submit their pizza creation to be entered in a contest to become one of Baked’s newest creation.

Pop-Up Shop Baked will have a pop up booth to be set up at local events two weeks prior to Grand Opening. This tactic will be used so that guests can sample pizza options and spread brand awareness about Baked before the Grand Opening. Baked plans on attending the Urban Scrawl on August 30 and 31, and a variety of other small events.

PrintBaked will submit advertisements in local magazines and newspapers to be distributed two weeks before the Grand Opening and two weeks after.

614 Magazine Columbus Crave Columbus Alive Columbus Dispatch

Opening Sept 1

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Phase 2 Grand Opening 4-8 weeks running from September to mid-October

Grand Opening EventThis event will take place on September 1. Baked will be pre selling tickets for $10, all you can eat and drink, which includes Baked’s specialty pizzas and craft beers. The event will take place at Baked’s main location in the Short North and will feature local the Columbus band The Blue Water Kings. We will be selling Baked merchandise at the Grand Opening event to increase brand awareness and will continue selling the merchandise after the event as well.

PandoraVoice advertisement introducing Baked running from September 1 to November 1.

Coupons240 mail insert coupons will be distributed daily in local newspapers. These will be distributed for the full month of September in the hopes of attracting new customers to the restaurant because of the discounted price.

Continue Print advertising and Interactive Dream Pizza Kiosk

Arena District A 30 second video and digital display on a kiosk will be running in the Arena District of Downtown Columbus for two months starting after the Grand Opening on September 1 and running through November 1. The 30 second video will show the customer the full experience they will receive from the atmosphere of Baked including the live entertainment, two bars, outdoor patio, and the customers control to customize their own pizza.

Phase 3

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Phase 3 Sustaining CampaignEnd of November and into December

Social Media (Facebook and Twitter) Once Baked has an existing fan and customer base, we will start to implement a social media campaign. The hashtag we will use for Twitter will be #GetBaked. We will use Facebook and Twitter to release information about upcoming events, sales, happy hour specials, and most importantly to implement our Dream Pizza campaign. Using the Create Your Dream Pizza interactive kiosk that was initiated in phase 1 and 2, we will finalize the best top three pizza choices. Consumers can vote on their favorite flavor using the #GetBaked hashtag on Twitter and Facebook and the winner will be added full-time to Baked’s menu.

Continue Pandora advertising

Outdoor Advertising The outdoor advertising will consist of one advertisement running for four weeks at a bus stop. The advertisements will turn the bus stop into a space heater during the winter time, doubling as a pizza oven. Creating the full pizza experience. Thanks to the warmth created by Baked, we hope residents stop by Baked to warm up in the winter with our hot and freshly made pizza.

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See you September 1st

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BAKED