farm burger...industry trends fast casual is the fastest growing segment of the restaurant industry...
TRANSCRIPT
Farm BurgerCampaign
Table of ContentsOur TeamPg. 3
Client DirectivePg. 6
Competitor AnalysisPg. 10
Primary ResearchPg. 13
Campaign ThemePg. 22
ObjectivesPg. 23
CampaignPg. 31
EvaluationPg. 50
TargetAudiencePg. 26
FutureRecommendationsPg. 53
ReferencesPg. 55
TrendsPg. 7
Week 1Pg. 34
BudgetPg. 46
Week 2Pg. 38
Week 3Pg. 42
Our Team
“Keep ‘em Guessing”If I was a special on FB’s menu, I’d be the Daily Special
because I like to try new things and keep people guessing.
“Sunny-Side Typa Guy”If I was an item on the FB menu I would be the sunny-
side burger because I’m a sunny-side type of guy.
“Take a Break”If I was a special on FB’s menu, I would be a
farm burger and root beer float combo. Whynot take a break while supporting local goods?
Sunny-Side Burger
Farm Burger & Root Beer Float
Kayla Nichols
Abby Feltner
John DuBose
Daily Special Our Team
“Spice It Up”If I was an item on the FB menu I would be the pimento cheesefries. They’re a spicy twist on a classic side. I love finding new
out-of-the-box ways to spice up my daily routine.
Pimento Cheese Fries
LB Waschak
“Just Better This Way”If I was an item on the FB menu I would be the sweet potatofries. The world might be okay without them, but the world is
just better with them.
Sweet Potato Fries
Weihang Wang
Kelsey Brown
“Treat Yourself”If I was a special on FB menu I would be a fries and chocolateshake combo. I find self-celebration and taking a break very
important and this combo is the best way to do it.
Fries & Chocolate Shake
Our Team
Client Directive
Farm Burger gave us the opportunity to research and strategize agrand opening plan for the Athens location. To best serve FarmBurger’s goals of showcasing their brand mission, integrating back intothe Athens community, and building media relationships, the month-long campaign features events generated from key data insights.
Trends
Industry Trends
Fast casual is the fastest growing segment of the restaurant industryHamburger-focused restaurants have the biggest market share(30%+) inQuick Service Restaurants segmentGo digital - there is an increase in mobile ordering and paying as well as theuse of consumer rewards appsMore restaurants are participating in delivery by using services such asUberEats, DoorDash, GrubHub and PostmatesRestaurants are practicing sustainability by composting, tracking food wasteand donating leftovers to charities
Digital Fast Casual
DeliverySustainability
Consumer Trends
Consumers are more concerned with sustainability andenvironmental responsibility Consumers practice sustainability by using metal straws, recycling,limiting the use of single-use items, limiting water use, etc.There's an increased demand for quality, good-for-health mealsConsumers are prioritizing convenience, causing a shift towardmobile ordering and delivery services
SustainabilityResponsibilityQuality
Convenience
Competitor Analysis
Competitor Analysis
Location: Milledge AvenueDirty South Trivia and drink specials every Monday and Wednesday“Sunday Hangover Sessions” - live music and drink dealsQSR’s 40/40 List for 2020: America’s Hottest Startup Fast Casuals
Location: Washington Street (Downtown Athens)Partners with Bigger Vision of Athens to feed the homelessVoted Best Burger in TownNo known events or deals
Location: Epps Bridge Center$1 off beers every MondayWell-known among locals and families, but not studentsNo known events
Grindhouse
Clocked
Groove
Competitor Social Media
Grindhouse Clocked Groove
Primary Research
Research Objectives
Determine which groups ofpeople are most likely to go toFarm Burger, and why.Find out how frequently thisgroup would be willing to go toFarm Burger. Divide our target audience intoseparate demographic groups(students, locals, etc.) anddevelop strategies for reachingthese different groups.
Find out what consumers likemost about Farm Burger and itscompetitorsDetermine what promotionalactivities offered by therestaurant would be the mostappealing.Discover how our different TAsreceive information about newrestaurants in Athens
Discover people’s knowledge ofand attitude toward restaurantsustainabilityDetermine the best way toeducate consumers aboutsustainability in terms ofmarketability for Farm Burger.Determine what would gain theattention and business ofvegans and vegetarians in theAthens area, and why.
1 2 3
Research Method
We composed a 37-question survey via Qualtrics thatwas disseminated to Athens locals and students.
Questions designed to measure
- Convenience sampling technique - 192 respondents (finished)
- Demographic information (income, age, asdffaethnicity, gender, neighborhood of residence, etc.) - How consumers receive information about new rasdfarestaurants in Athens - Consumer dining habits (frequency, what makesasdfasa restaurant appealing, etc.) - Sustainability’s personal importance to respondents
Survey
Questions
Demographics
Findings
Students Locals
Top 3 Competitors
Favorite dining style
Restaurant aspect(s)they like the most
Frequency of restaurantdining per month
Clocked,Grindhouse,McDonalds
Grindhouse,Clocked,
Groove Burger
Fast-casual Fast-casual
Food,Affordability
Location, Food
3-5, 6-8 3-5, 9 or more
Findings
Students Locals
Restaurantsustainabilityimportance
How they discovernew restaurants
Popular localpublications
Attractive promotions
“Neutral”
Social Media, WOM,
Local Publications
WOM, Social Media,
Local Publications
Red and Black, Flagpole
Athens Banner-Herald, Flagpole
Entertainment, discounts,
free giveaways
Entertainment, discounts,
free giveaways
“Neutral”
Sustainability (and restaurant sustainability) is not as important to theseconsumers when making restaurant decisions. The same promotional activities were attractive to both consumer groups. The existing consumer base in Athens (or those we surveyed who havealready heard of Farm Burger) is a huge asset for current and futurecampaigns.
Key Insights
12
3
Respondents who have heard of Farm BurgerStudents Locals
What was your first impressionof the restaurant?
What aspect of your dining experiencecontributed to your impression of therestaurant the most?
How likely are you to visitFarm Burger Athens?
Would learning about thesustainability practices of Farm Burgermake you more likely to visit?
Do you know the difference betweengrass-fed and grass-finished beef?
Are you particular about where yourbeef comes from?
Good (23), Excellent (11), Average (11) Excellent (8), Good (16), Average (8)
Food Quality (28), Brand Mission (10),Environment (5)
Food Quality (16), Brand Mission (8), Environment (6)
Highly likely (18), Likely (18) Highly Likely (10), Likely (16)
Yes (22), Maybe (13), No (10) Yes (16), Maybe (10), No (5)
No (22), Yes (17), I’m not sure (6) No (17), Yes (13), I’m not sure (2)
No (25), Yes (11), I’m not sure (9) Yes (15), No (15), I’m not sure (2)
SWOT
Strengths Weaknesses
Opportunities Threats
Sentiment towards the brand is positive (allrespondents rated their experience asaverage, good or excellent)The brand mission is well-received and thecommunity values sustainabilityNone of our top competitors place a heavyemphasis on sustainability
Sustainability is important to thetarget market, but it is not a decidingfactor when choosing a restaurantLack of awareness regarding thedifference between grass-fed andgrass-finished beef
Initial brand awareness is already at 40%The location is attractive to locals and studentsUnique opportunity to educate the public ongrass-fed vs. grass finished beef, sustainablefarming, etc.Potential to develop new partnerships with localfarmers
Clocked and Grindhouse are inclose proximity and well-establishedin the communityStudents may be drawn to fast-foodrestaurants (such as Wendy’s onPrince) as a result of cost
Coming Back to the Classic City
Campaign Theme
Objective 1Strengthen Media Relationsand Social Media Presence
Objective 2Appeal to the
Athens Community
Objective 3Showcase
Sustainability Efforts
Target Audience
Businesses aligning with their values
Care about personal health benefits
Overall concern about theenvironment/sustainability
Value food quality/taste
A kid-friendly atmosphere
A wide variety of menu options
Plenty of parking areas
Pick up or delivery options
Frequent social media users
Word of mouth
Target Audience Overview
Demographics Psychographics Behaviors
Live in Athens Students & college students Young professionals Families and kids Monthly income>1k All genders
Persona 1
Fraternity Floyd
About- UGA student- Age range of 18-23- Part-time job at UGA Rec Sports Hobbies- Fraternity activities- Intramural sports HabitsTries new restaurants seen on social media Brand EngagementWants to be engaged through social media Why Farm BurgerHe enjoys fast-casual environments, affordablemenus and the option to get a beer with dinner
About- Young professional in a creative field- Age range of 22-30- Lives in Five Points neighborhood Hobbies- Visits farmers markets and breweries- Watches new movies with friends HabitsSupports local businesses and brands withpositive missions Brand EngagementWants to be engaged through Instagram storiesand giveaways Why Farm BurgerThe positive, sustainable mission aligns with herpersonal values
Persona 2
Young-Adult Annie
About- Mom of three- Age range of 30-55- Married to a UGA professor Hobbies- Gardening and working outdoors- Taking her kids to restaurants, parks and movies HabitsInvolves herself with the Athens community Brand EngagementWants to be engaged through local publicationsand Facebook Why Farm BurgerShe values locally sourced businesses and wantsto raise her kids to as well
Persona 3
Momma Mary
Campaign
Timeline
A 3-week opening campaign with 1 event per week and 1 in-store promotion per week.
Who we are
Celebrating our home
Celebrating sustainability
Timeline
Week 1: Building buzz, generating media
content and starting conversation.
Week 2 (campaign peak): Drawing in customers with grand opening event.
Expecting to see an uptake in sales.
Week 3: Using community attention to showcase
sustainability practices and spread brandmission.
Invitation-only event (5:30 p.m. - 7:30 p.m.)
Menu SamplersMeet the foundersRibbon-cuttingFarm Burger opens to the public after this event
“The Soft Opening”
- Local Small Business Owners- Chamber of Commerce- Employees- Local Journalists
ObjectivesNetwork with other small businesses, build buzz around the grandopening, get media exposure for the new location and Farm Burger as awhole. Event PartnersAthens Chamber of Commerce
Week 1 - Who we are
Flyers on campus and around Normaltown that contain opening date, as well as a map of theSoutheast with pins for where each Farm Burger supplier is. Behind Farm Burger Blog - an in-depth version of the social media campaign detailing thesustainability practices of the farms and how Farm Burger benefits the local communityRadio spot featuring Jason Mann telling the story of Farm Burger’s roots in AthensPitch the ribbon cutting event to The Red & Black, Athens CVB, Guide to Athens, Athens BannerHerald, and Flagpole: “Farm Burger’s Coming Back to the Classic City”- story on Farm Burger’sorigins and Jason Mann’s return
Partner with Piedmont Provisions, Phickles Pickles or Classic City Bee Honey to create a burgerthat represents AthensPartner with Terrapin for a pop-up to introduce the burger to new markets
Public RelationsDisseminating information about Farm Burger’s various farms and locations.
Weekly PromotionThe Classic City Burger- A menu item dedicated to Athens Event partners
Week 1 - Who we are
Coloring pages illustrating the farms of FB partnersHighlights FB partners and locally sourced goods Hand out in restaurant with crayons
Educational Program “Meet Our Farmers” Coloring Book
Week 1 - Who we are
#BehindFarmBurger - One story a day about FB’sfood, team, service, farmsBegin promo for next week’s activities
Social Media Strategy
Week 1 - Who we are
Mon. Tues. Wed. Thurs. Fri. Sat. Sun.
About the owner
About the team
About the mission
About the farms
About the menu
About the cows
About the
ingredients
Art show & mic night
promoCall
for artists
Try the “Classic
City Burger!”
Art show& mic night
promo
Try the “Classic
City Burger!”
Art show& mic night
promo
Picture of coloring
books
A full day event to celebrate the culture of Athens and Farm Burger’s new home in the community.
An art show featuring local artists and student artists that participated in the social media art call.The art will be displayed throughout the interior of the restaurant
An open mic night open to local musiciansPartnership with Nuçi’s space for music equipmentA closing performance by local Athens band, Shameless JamesFeaturing a deal on beer from local breweries
“The Art of Athens” - The Grand Opening
Day (1 p.m. -5 p.m.)
Night (8 p.m. -Closing)
ObjectivesShow support for the local community, create social media buzz, and draw in new customers Event PartnersAthens Art Association, Lamar Dodd, Nuçi’s Space
Week 2 - Celebrating our community
Flyers on campus, downtown and in Normaltown featuring the open mic night and art showArt contest - winner will be featured on our Behind Farm Burger blog, receive a Farm Burger giftcard and have his/her work featured in the restaurant Distribute coupons to the dorms and the main apartment complexes near the new locationPitch the community events to The Red & Black, Athens CVB, Guide to Athens, Athens BannerHerald and Flagpole: “Farm Burger Celebrates the Classic City”
Offering a percent-off discount for participating in a social media campaign dedicated to AthensTag Farm Burger in an Instagram story, Instagram post or Facebook post saying what Athensmeans to them Those who participate receive 15% of their meal
Public Relations
Weekly Promotion
Week 2 - Celebrating our community
Promotes community eventsHighlights local schools and customer creativityPromotional items for Farm Burger and partnersPromotional items for local farmsInformational materials about Farm Burger
Educational ProgramCommunity Bulletin Board Showcased in the restaurant
Week 2 - Celebrating our community
Showcase food on the Farm Burger menu as homecoming parade “floats”
Tag FB on social media with “what Athens means to me” for 15% meal discountFacebook Live Stream & Instagram IGTV of the Open Mic Night
Social Media Strategy#FarmBurgerHomecoming
- Builds connection with UGA community & introduces menu items
Mon. Tues. Wed. Thurs. Fri. Sat. Sun.
Homecoming graphic #1
Art show& mic night
promo
Week 2 - Celebrating our community
Art show & mic night
promo
Homecoming graphic #2
Homecoming graphic #3
Weekly promo details
Weekly promo
Weekly promo
Art show & mic night
promo
Picture of bulletin board
Pictures from event
Stream/IGTV of open mic night
Recap of art show
Recap of mic night
Host a Farmer’s Market on location. Allow some vendors to set up inside and others to set up outside therestaurantGive customers an opportunity to meet the farmers behind Farm Burgerand explain how sustainability plays a key role in operationsAllow UGA organizations with the mission of sustainability to set upinformational booths
“Classic City Harvest” A day time event (11 a.m. - 2 p.m.) meant to shine a light on Farm Burger’sbrand mission and the importance of Sustainability.
ObjectiveBring attention to Farm Burger’s brand mission and sustainability efforts. PartnersUGArden, UGA Ag Department, UGA Environmental Health Sciences Club andEnvironmental Law Association
Week 3 - Celebrating sustainability
Flyers on campus, downtown and around Normaltown advertising thefarmer’s marketGiveaway - Free date night for two - participate in five day social mediachallenge to be entered to winBehind Farm Burger blog featuring the local organizations that wepartnered with as well as subsequent posts about tips for practicingsustainability in your communityPitch the Farmer’s Market to The Red & Black, Athens CVB, Guide to Athens,Athens Banner Herald and Flagpole: “Farm Burger Celebrates Sustainabilitywith the Classic City Harvest”
Offering a percent-off discount for biking/walking to Farm BurgerPost on Facebook and Instagram 15% off meals for people who bike or walk to Farm Burger
Public Relations
Weekly Promotion
Week 3 - Celebrating sustainability
Stations in the restaurant to promote sustainabilitythrough informational materials and crafts.Composting at home and in businessRecycling at home and in business Grass-fed versus grass-finished Locally sourced goods
Educational ProgramSustainability Stations
Week 3 - Celebrating sustainability
Show the sustainability efforts of Farm Burger on social media Educate audiences how to eat healthy and encourage themto participate in the sustainable diet challenge to receiveFarm Burger coupons
Social Media Strategy #SustainabilityWeek Challenge
Week 3 - Celebrating sustainability
Mon. Tues. Wed. Thurs. Fri. Sat. Sun.
Eat organic day, farmer’s market
promo
Local food day,farmer’s market
promo
No plastic straw day, farmer’s market promo
Fruit/veggie day,farmer’s market
promo
Tap water day,farmer’s market
promo
Farmer’s Market reminder + photos
Farmer’s market recap
Bike/walk promo
Free date-night giveaway
Pictures of exhibits
#BehindFarmBurger
blog
Bike/walk promo
“Thank you for celebrating
sustainability!”
Free date night
winner
Budget
Total$2,824
Week 1 Budget
Week 2Budget
Week 3 Budget
Evaluation
Short Term - Following Campaign
10-20% spike in business on “Sustainability Discount Day” compared to days with no promotion.
50 social media posts about Farm Burger from consumers during 3-week campaign period.
11% increase in knowledge on Farm Burger’s sustainability practices among consumer base.
123
Long Term - August 2021
10% increase in brand awareness among consumers inAthens (up from 40%).
1,000+ followers on Farm Burger’s primarysocial media accounts.
15% increase in positive brand impressions amongexisting consumer base in Athens (up from 75%).
123
Future Recommendations
Future Recommendations
Tuesday trivia, Wednesday burger discounts etc.
Twilight Criterium, Wildwood Revival, AthFest
Athens Land Trust, UGArden, Full Moon Farm, Healing Path Farm, Williams Farm
Recurring/weekly promotions
Prioritize defining and attracting new consumer bases Advertise in the Normaltown location continuously Create separate Farm Burger social media accounts for the Athens location Event partnerships
Partner with gardening and produce farms in Athens
https://restaurant.org/research/reports/state-of-restaurant-sustainability https://www.forbes.com/sites/solitairetownsend/2018/11/21/consumers-want-you-to-help-them-make-a-difference/#2e7c2ea26954 https://www.athensga.com/https://www.libs.uga.edu/athens/organizations.html https://uga.campuslabs.com/engage/organizations?categories=7624 https://www.visitathensga.com https://www.rd.com/food/ways-fast-food-will-change-in-2020/ https://www.fastfoodmenuprices.com/trends-fast-food-industry/ https://www.franchisehelp.com/industry-reports/fast-food-industry-analysis-2020-cost-trends/
References
Coming Back to the
Classic City