Dish Gourmet Food Co.

Marketing PlanCardinals

Whitney LangKate Minnis

Vickie Elfering

Mission Statement• Dish Gourmet Food Co. goal

is to be able to provide Gourmet food at affordable prices and in an efficient timely matter

S W

T

Strengths• Locally operated and family

owned• Gourmet fast food made to

order fresh• Mobile food truck allows for

change

Opportunities• Growth of Billings• Growth of our business• Expansion of business

Threats• Weather• Chain Competition• Local CompetitionO

Weaknesses• Truck size limits preparation

area• Freshly made hand-pressed

patties are time consuming to make

• Finding a commercial in desired area

SWOT ANALYSISDish Gourmet Food Co.

SStrengthLocally operated and family owned

StrengthGourmet fast food made to order fresh

StrengthMobile food truck allows for change

Strength Affordable family friendly food

Strength All hamburger patties are hand-pressed and never frozen

StrengthMobile food truck allows for unique hours and locations

StrengthsSWOT ANALYSIS

WWeaknessesTruck size limits preparation area

WeaknessesFreshly made hand-pressed patties are time consuming to make

WeaknessesFinding a commercial in desired area

WeaknessesThe size of the water tank and hot water hearer limits the amount of produce we can use

WeaknessesLimits food truck to main dishes only-no sides

WeaknessesCity regulations limit us to the use of commercial lots only

WeaknessesSWOT ANALYSIS

OOpportunitiesGrowth of Billings

OpportunitiesGrowth of our business

OpportunitiesExpansion of business

OpportunitiesFrom 2000 to 2012 the population growth has grew to 14.35 percent.

OpportunitiesExpansion to a bigger food truck or a restaurant location

OpportunitiesGrowth of business to the entire northwest

OpportunitiesSWOT ANALYSIS

TThreatsWeather

ThreatsChain Competition

ThreatsLocal competitors

ThreatsExtreme weather conditions could close operations for the day

ThreatsZ pizza, Wendy’s, Burger King, Hardees, and Jimmy Johns

ThreatsSoup and Such, Rocket Burrito, and Downtown Subs

ThreatsSWOT ANALYSIS

S WO T

Summary

• Locally operated and family owned

• (Affordable family friendly food)

• Finding a commercial in desired area

• (City regulations limit us to the use of commercial lots only)

• Growth of Billings• (From 2000 to 2012 the

population growth has grew to 14.35 percent.)

• Weather• (Extreme weather conditions

could close operations for the day)

SWOT ANALYSIS

Product Life Cycle• Dish Food Truck is currently in the

market introduction stage. – Dish has been in operation only

about one month during the summer and not in the Billings area.

– Customer’s are not aware of the truck and the gourmet food offered.

– Currently, the business has experiences losses because of start-up costs and lack of customer knowledge of Dish.

Current Status• Targeting business professionals

and people engaging in the Billings night life.

• Gourmet quality food offered at an affordable price with alternating locations to accommodate customers.

• Lack of exposure in the community• Limited to commercial lots only• Mobile unit can only accommodate

a smaller volume of customers at any given time

Products• All-American Grill

Cheese• Grilled Peanut Butter

and Jelly Sandwich• Grilled Swiss and

Onion• Hamburgers• Cheeseburgers• Bottled Water

• Cans of Soda• Ketchup• Mustard• Mayonnaise • Salt and pepper

Packets• Season Salt• Butter

Target Audience & Segmentation

Strategy• Downtown Customers

– Business professionals– College students– Tourists– ShoppersAge Range of Market: All Ages

• Night Life– Wild WestAge Range of market: 18 and up

Geographic & Demographic Dimensions

• Downtown Billings• 3,500 Businesses • Average 15 workers per business• Total of 40,000 workers downtown• 65,017 people 18 to 64 years of

age

Consumer Behavioral Dimensions

• Rate of Use- To Be Determined– The average American eats out 4-5 times a

week.• Benefits

– Freshly prepared food made to order in an efficient and timely manner.

• Kind of Food– Gourmet Grilled Cheese Sandwiches and

Burgers• Convenience Products

– Soda and Water • Customer Service

– Friendly customer service orientated staff that strives to build personal relationships with customers

Problem Identification• People in Downtown Billings are seeking

a new place to eat during lunchtime that offers different variety of foods that are high quality and ready to eat quickly.

• People that enjoy the night life in Billings are seeking another option for food later at night. Dish food is made quickly but is not fast food and also offers different food then the other food truck that sells by the Wild West.

Gathering Information• Word of Mouth• Online via Facebook • Advertisements• Local signage

Downtown Alternative During Lunchtime

• Z pizza• Wendy’s• Burger King• Hardees• Jimmy Johns• Soup and Such• Rocket Burrito• Downtown Subs

Alternatives During or After a Night Out

• Dr. D’s • Hardee’s • Burger King• Taco Bell• Taco John’s• Denny’s• Ihop

Decision Process & Why To Choose Dish Gourmet Food

Co. • Dish….

– Works hard to build great rapport with customers

– Makes fresh food to order– Is reasonably priced – Offers a unique selection of gourmet

grilled cheese sandwiches – Is a family business that is locally owned

and operated– Travels to downtown locations for

convenience of customers

Product Objectives• Dish plans to…

– Offer high quality gourmet sandwiches in several locations

– Add or change sandwiches depending on time of year and popularity of sandwich

– Expand number of locations visited weekly

Means End Chain

Product Attributes Physical Consequences

Psychological Consequences

Values

Gourmet Grilled Cheese Sandwiches and Burgers

High quality and made fresh to order

Always fresh and hot

Feels satisfied with product

Personal fulfillment

Mobile truck Able to travel to the customers

Relief to have food available in area

Customer’s feel appreciated

Reasonable priced

Does not majorly impact bank account

Feel great about spending little money for gourmet food

Saves money while still getting great food

Kid friendly Customer’s do not have to make extra stop for children

Entire family is able to enjoy food together

Family Friendly atmosphere

Perceptual MapQuick Service

Low Price High

Price

Slow Service

Dish

Burger King

Wendy’s

Jimmy Johns

Hardee’s

Z Pizza

Rocket Burrito

Soup & Such

Taco Bell

Downtown Subs

Denny’sTaco Johns

Dr. D’s

Ihop

Night Life

Downtown Lunch

Dish Gourmet Food Co.

Key

Yearly Expenses• Yellowstone Business License: $200.00• Health Inspection: $350.00• Insurance: $1100.00• Truck License: $189.00• Oil Changes: $200.00• Equipment and Miscellaneous: $1200.00

• Total Yearly Expense: $3239.00

Product Expenses

Menu Item Wholesale Price Menu PriceAll-American Grilled Cheese $.59 $1.50

Grilled Peanut Butter and Jelly $1.30 $3.00

Swiss and Onion Grilled Cheese $.79 $2.00

Hamburgers $.76 $2.00

Cheeseburger $.80 $2.50

Weekly Operational Expenses

• Propane: $100.00• Gas: $50.00• Food Costs: 846.60

• Total Weekly Expenses: $996.60

Place Objectives

• Utilize commercial lots downtown to go directly to the target customers

• Utilize Facebook to keep customers informed of where we are going to be located

• Eventually expand locations to extend all over Billings

Promotion Objectives• Get Attention

– Advertising– Facebook Page

• Hold Interest– Continue Advertising

• Make Desirable– Give Samples

• Obtain Business– Utilize coupons for a special priced

item

Sources• http://www.bestplaces.net/city/montana/

billings• http://ucsdnutritionlink.org/articles/archi

ves/fastfood.pdf

• http://censusviewer.com/city/MT/Billings• http://en.wikipedia.org/wiki/Sections_of_

Billings,_Montana