The Astonishing Power of 4 Walls Branding and Neighborhood Marketing –
Retention is the New Acquisition
Paul MangiamelePresident & CEO
Bennigan’s Franchising Company
How are we in food service, retailers?What product can we offer the consumer? •Food & Beverage Menu items
How do we move our product?•Neighborhood Marketing/Brand Ambassadors•Social Media•Public Relations
How can we secure financial gain?•By creating a viable franchise model
Creating a Viable Franchise Model
• Updated Brand Positioning• New Prototype & Design • New Chef-Driven Food & Beverage Menus• New initiatives to help drive sales through training, neighborhood marketing and guest feedback
• Results
Updated Brand PositioningChef-Driven, Neighborhood Pub for the 21st CenturyBlending the best of our Legendary past with contemporary flavors, design & technology.
New Concept &Prototype
New Bar Concept
New Dining Concept
A New AttitudeNew Menu•A modern look and streamline presentation
•Bringing relevance back to our signature items, while creating new and exciting taste profiles
A New AttitudeNew Beverage Menu•New look and interactive presentation•Innovative cocktails with a Bennigan’s twist
Bennigan’s University2012 On-Line Modules•Responsible Alcohol Service
•Food Safety and Sanitation
•Neighborhood Marketing
•Catering Sales
•Bar Revitalization
Mindshare
Neighborhood Marketing
Our Neighborhood Marketing Program:•Neighborhood Marketing guide book, annual calendar, marketing plans•Brand Ambassador training •“Print On Demand” site for customizable marketing materials
Bennigan’s in the News
Results•Same stores sales growth for last 6 months
•Improved Average Unit Volumes system wide
•Improved unit level EBITDA
•New prototype
•15 new Bennigan's under development
•Signed development agreements representing 30 new
restaurants
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