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Olive Garden Marketing Plan

Olive Garden Marketing Plan. Keith Wagner Chris Hetkowski Brandon Kowalczyk Kristin Pauline. About Olive Garden. Founded in 1982 by Bill Darden 662 restaurant locations, annual sales $3.1 billion. Parent Company: Darden Restaurants

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Olive Garden Marketing Plan

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  1. Olive Garden Marketing Plan Keith Wagner Chris Hetkowski Brandon Kowalczyk Kristin Pauline

  2. About Olive Garden • Founded in 1982 by Bill Darden • 662 restaurant locations, annual sales $3.1 billion. • Parent Company: Darden Restaurants • Olive Garden’s Culinary Institute of Tuscany trains over 100 culinary manager a year

  3. Olive Garden’s Wine Program • Offer a large selection of wines • Members of their staff train at the Napa Valley Wine Institute • Olive Garden is the largest purveyor of Italian wine in the United States

  4. Tuscan-Farmhouse Restaurant Design • Modeled after the RiservadiFizzano restaurant in Tuscany, Italy • Distinct architectural characteristics • Furnishings imported from Italy

  5. Investing in the community • Pasta for Pennies Program • Pasta Tales • Labor Day Hospitaliano! Visits • Meals for the poor

  6. Olive Garden’s Achievements • 50 consecutive quarters of sales growth • Average weekly guest count per restaurant - 26% increase over the last 13 years “Olive Garden’s success over the past 50 quarters reflects its ability to achieve a goal and then immediately set the bar even higher.” – Drew Madson (COO of Darden Restaurants)

  7. Olive Garden’s Mission “Our purpose is Hospitaliano!, our passion for 100% guest delight.”

  8. Olive Garden’s Goals • Continue offering a high quality, genuine Italian dining experience • Open 40 new restaurants in each of the next two fiscal years. • Match up to 5 million dollars of donations raised in the Pasta For Pennies Program which benefits the Leukemia and Lymphoma Society

  9. Core Competencies • Excellent, authentic Italian food • Wine Program • Corporate Culture of Hospitaliano! • Tuscan-Farmhouse Design

  10. S.W.O.T. Analysis Strengths: • Genuine Italian dining experience • Largest full-service Italian restaurant chain • Name recognition • Low prices • Darden Restaurants is #1 casual dining operator Weaknesses: • Limited to Italian food • May be too expensive for some budgets • People may tire of the same old entrées

  11. S.W.O.T. Analysis Opportunities: • Few full-service restaurant chains • No other Italian restaurant chains • Next to Residence Inn • Right off I-81 • Closest restaurant for Eagle Rock Resort • Plans for Humboldt Station shopping center • Large population growth projected for Hazleton Threats: • Distance from Hazleton and shopping centers • Economic conditions • Changing demographics of Hazleton • Humboldt Station shopping center may never materialize

  12. Competitive Landscape • Full-service Italian restaurants • Other Italian delis and pizzerias • Other large restaurant chains

  13. Target Markets

  14. Regular Customers • Visit several times a month • Live in or close to the area • Come back to visit again

  15. Travelers • Customers who may only ever visit once • Can just be passing by the area • Here on leisure or business.

  16. Workers • Work close by the location • Dine during lunch breaks • May also be part of the take out process

  17. Take Out • Can be regular customers • Workers on a lunch break • Travelers looking for convenient service

  18. Customer Profile • Geographic Factors • Demographic Factors • Behavioral Factors

  19. Market Needs • Selection • Accessibility • Customer Service • Competitive Pricing

  20. Market Trends • Food Quality • Presentation/ Appearance • Health Consciousness • Selection

  21. Market Forecast

  22. Marketing Mix

  23. Product • Olive Garden offers a variety of fine foods and wines. They offer Italian specialty and pasta dishes which have unique flavors. Many of their products are based on some essential ingredients, Olive Oil, Pasta, Cheese, bread and Wine. The menu is broken into several different categories.

  24. Menu • Appetizers • Inspired Entrees • Chicken • Steak • Pasta • Seafood • A variety of sauces are offered • Soup, Salad, & Breadsticks are also offered and are endless • Desserts • Wide Variety of Cakes • Coffees and specialty drinks • Wines • Red • White • Sparkling

  25. Services • Wine sampling is available upon request. Samples will be brought to your table to ensure you choose the right one. At Olive Garden, they take pleasure in ensuring that you are absolutely delighted with your dining experience and your wine choice.

  26. Services • At Olive Garden your whole dining experience is important. We want to ensure that you are made to feel like you are at home. To ensure that, we provide our customers with our Hospitaliano service. • To-go Service

  27. Food Service • Orders can also be placed while dining in our restaurant. Orders will be placed at the table and the food will be delivered. Service will be customized to the needs of our guests. Servers will be there to take care of your every need.

  28. Distribution • The Olive Garden’s fine Italian food will be distributed through a To-Go system, where customers can call in their order and come to the restaurant to pick it up. • The Olive Garden’s To-Go orders can be placed over the phone, so that way businesses can order out and still have the fine quality of food that the Olive Garden has to offer. • For traditional family dining family’s can come into the restaurant and enjoy a true Italian dining experience

  29. Distribution (Cont) • The Olive Garden gives you a variety of true Italian meals. • They also offer a wide variety of desserts such as • Classic Italian ice creams • Pastries • Cakes

  30. Promotion • Full Page Color Fliers in the Standard Speaker • Lunch deliveries to the Humboldt Industrial Park for orders of $75 • Promotions to catch the after-work crowd • Billboard advertisements along I-81 • 10% off coupons for the Residence Inn

  31. Pricing • Average entrée price: • Olive Garden $10.00-$15.00 • Booty’s Restaurant $10.00-$15.00 • Scatton’s Restaurant- $15.00-$20.00 • Ovalon $17.00-$25.00

  32. Competition • Nominal Competition: • The Ovalon • Scatton’s Restaurant • Primary Competition: • Booty’s Restaurant

  33. Booty’s Restaurant • Advantages of Booty’s • Good homemade Italian food • Locally owned and operated • Near the downtown Hazleton Area

  34. Olive Garden • Advantages over Booty’s • Superior Italian food and dining • Name recognition • Consistent food offerings • Better pricing

  35. Budget

  36. Future Goals • Continue to increase profit over the coming years • Lower costs • Double net income in five years

  37. Questions?

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