By: Robyn Kriek, Kelli Crubaugh, Caroline Yates and Amy Prochaska

Bea One** Pictures had to be deleted reduce size in order to go online

BackgroundBea One means “secret garden.” Came from the palace in Sol, Korea.

Named the restaurant this because they want it to be a place for royalty.

Korean Contemporary Cuisine- combination of Korean, Japanese and Chinese

Won “best appetizer” award in Lafayette the past 2 years for Bea One roll.

Address Business Hours220 Columbia Street Mon - Sat 11:30-2:00 for lunch

Mon - Thurs; Sun 5:00-10:00 for dinner

Current Marketing Strategies

• Radio- 96.5• Newspapers- Exponent and Journal and Courier• Word of Mouth

Problems• Radio commercial advertisement is very expensive -

$1600 a month• Banners outside restaurant did not work well• They do not use coupons because they give off an

image they do not want to portray• Need to get the word out to students and locals

Physical Inspection• Location- main street in downtown Lafayette. Brick building, parking is a

problem.• Atmosphere- new, relaxed, blue/purple/brown, sleek, upscale, calming.• Cleanliness- glossy and smooth, fresh, all areas of restaurant are clean

and appear new• Uniforms- black pants and black top• Dress of customers- jeans to business suits• Menu- 3 different types- lunch, dinner, and sushi, written in English and

Korean• Décor/Artwork- elegant, candles, statues, modern• Layout- sushi bar, regular bar, dining room, private room, and waiting

area.

Primary Competitor- Heisei

• Location- 10 minutes from downtown, and airport, 8 minutes from the university

• Strengths- convenient location with a lot of traffic, parking lot, established

• Weaknesses- more competition nearby, not very family oriented• Comparison- Bea one is downtown and classy. Heisei is in a

strip mall and is not as upscale. Bea One does more advertising.

• Advertising- phonebook and online• Sales Promotion- Sushi, authentic (take shoes off and sit on

floor)• Personal Selling- Entire wall covered with pictures of people

dining there.• Public Promotions- trying to reach out to community, especially

elementary aged children.

Market Macro Analysis

• Industry Trends- Restaurant Industry is growing, ethnic restaurants gaining popularity. Positive for Bea One.

• Economic Trends- people concerned with money possibly will not spend it on going out to eat.

• People are living faster paced lives- may be bad for Bea One, unless people want to enjoy a nice dinner and relax

• Healthy and active lifestyles are popular- Bea One appeals to these people

Location and Community Analysis

• Largest Market- Purdue University- Bea One must market towards them during the school year and locals in the summer.

• Population- largest segment between 20-24 years old, 54 nationalities, income less than $15,000, most leading an occupation in management, professional, and related fields.

• Bea One meets the cultural diversity of this area, but needs to work on appealing to the younger crowd and those with tight budgets.

Data Analysis

• How often do you visit Bea One?

- Our data showed it was most people’s first time dining at Bea One.

Data Analysis

• How much do you usually spend on a meal outside your home?

- After reviewing our surveys, we found most people spend

Data Analysis• Does healthy food concern you?

- Most people are concerned with healthy food choices. The two respondents who weren’t said taste is their

Data Analysis• How did you find out about Bea One?

- Most people found out about the restaurant through word of mouth.

Bea One Strengths• Appeals to the ethnic diversity of community• Newly remodeled to a modern style • Bar recently put in to attract college students and the younger crowd• Bea One has marketed some already• Bea One offers healthy food.• They “Indian-ized” their sushi- have deep fried, raw and cooked.• They serve foods other than sushi. For example: salad, and

chicken.• They have a wide price range • Serve lunch and dinner• Located on the way into and out of campus• The owner knows her competition, because she was employed at

Heisei. • Manager wants help and is interested in the project. • All employees and management are positive • Provides an atmosphere for couples and for business meetings. • Music is kept low to allow for conversation.• Bea One has a website with their menu and location information.

Bea One Weaknesses• Lack a parking lot. • There are no windows for people to drive by and

look into the restaurant. • Have the stereotype of being “expensive”, and

this may turn students and others away. • Need to promote the bar. • Not everyone listens to 96.5 and reads the

paper.• Their entrance sign is not visible.• Do not deliver

Strategy Recommendations• We talked with the owner about getting a different entrance

sign • Local television stations may be a better way to advertise.• Make it known to guests that they validate parking• Add pictures/windows • Have an incentive to get people to come in and dine. • Give out samples somewhere on campus, or in at a local

event• Sponsor student clubs/organizations to get their name out• Put a flyer into the newspaper- loose paper that attracts

attention • Promote the bar to college students • City Bus advertisements• Work with hotels in the area • Sell shirts and other memorabilia. • Deliver food- many college students find this a huge benefit

Summary• Bea One offers Korean Contemporary Cuisine.• They are fairly new and are trying to get the word out about

their restaurant. • They offer sushi and kitchen food.• Currently their customers are wealthy professionals. • Their goal is to attract more locals and students.• They have added a bar to help get the younger crowd in.• They have many strengths, and have weaknesses that can

be fixed with the provided recommendations• The restaurant has the potential to be very successful.• YOU SHOULD VISIT