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Farm Girls

Farm Girls. Presented By: Jordan Beard Stephanie Novak Brittney Urdzik. Who and What. Audience: Local families, men and women ages 18-24 Situation : Become a known name in the Alliance community. Strengths. Great food quality all the food is made fresh.

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Farm Girls

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  1. Farm Girls Presented By: Jordan Beard Stephanie Novak Brittney Urdzik

  2. Who and What Audience: Local families, men and women ages 18-24 Situation: Become a known name in the Alliance community

  3. Strengths • Great food quality all the food is made fresh. • Food comes from farms within 75 miles • Serves domestic beer with the exception of Miller and Yeungling • Friendly and engaging staff • Chefs/ servers are local farmers • Small staff • Large bar area • Showcase the farmers they purchase their food from • Outside of restaurant resembles a barn • “Good, clean and fair”

  4. Weaknesses • Food takes longer to prepare because it is made fresh. • Limited hours (12-8 Thursday-Saturday) • Interior has Italian restaurant décor and out of date • Limited menu selections (burgers, chicken, pulled pork, pasta) • Outside sign is not clearly visible • Small restaurant (only one bathroom and approx. 16 tables and approx. 10 barstools) • Limited parking • Not well known in the Alliance community • Limited social media activity

  5. Opportunities • Space available for band/musician • Owner is willing to renovate interior restaurant and exterior sign to create a country atmosphere • Advertisement resources are readily available (Facebook, Twitter, radio) • Located down the street from Mount Union

  6. Threats • Located in Downtown Alliance (not a lot of business traffic) • Closing the restaurant at 8pm (lose the bar crowd) • Unknown to Mount Union campus • Texas Roadhouse, The Dusty Armadillo and Bob Evans are a main source of competition

  7. Main Objectives • For Farm Girls to become a known name in the city of Alliance. • Bring in a large crowd both during the week and on the weekends. • Renovate interior of restaurant to correlate with a country atmosphere.

  8. Action Plan • Objective 1: For Farm Girls to become a known name in the city of Alliance • Strategy: Advertise grand reopening for Farm Girls • New logo • Revamp company website and social media • Create a banner, flyers and advertisements • Strategy: Find out what the city, campus and high schools expect from the restaurant • Conduct an extensive survey • Create a new menu catered towards the clientele

  9. Action Plan • Objective 2: Bring a large crowd both during the week and on weekends • Strategy: Expand variety of alcohol drinks that are offered • Customer survey, variety of liquor, creative drink names • Strategy: Offer drink specials • Special holiday drinks, two happy hours • Cowgirls night and student id night

  10. Action Plan • Objective 2: Bring in a large crowd both during the week and on weekends • Strategy; Expand the variety of food offered on the menu • Expand food menu to correlate with customer survey • Create a breakfast menu • Strategy: Offer food specials during the week • Feature food items on certain days • Free cup of coffee or orange juice on Sunday mornings

  11. Action Plan • Objective 2: Bring in a large crowd both during the week and on weekends • Strategy: Expand the hours of operation • Friday and Saturday open until midnight • Sunday morning from 8-1 • Strategy: Play live music during the week and on weekends • Open mic nights • Showcase local artists

  12. Action Plan • Objective 3: Renovate interior of restaurant to correlate with a country atmosphere • Strategy: Update inside of the restaurant to include dining room area • Create additional room into dining area • Deer antler lighting • Fresh coat of paint, pictures of local farms/farmers

  13. Action Plan • Objective 3: Renovate interior of restaurant to correlate with a country atmosphere • Strategy: Update the bar inside of the restaurant • Replace painting above bar • Replace barstools • Install small stage, create space for a dance floor

  14. Action Plan • Objective 3: Renovate interior of restaurant to correlate with a country atmosphere • Strategy: Create a country atmosphere • Employee uniforms • Play country music throughout dinning area and bar • Serve selected drinks in a boot shaped glass

  15. Communication Plan • Objective 1: For Farm Girls to become a known name in the city of Alliance • Strategy: Constantly use free social media outlets • Create a social media contest • Top five “Likes” and Top five retweets • Employee to update social media regularly • Strategy: Utilize the University of Mount Unions public relations resources • Hire student to be a Farm Girls representative • Run an advertisement in the Dynamo • Purchase airtime on WRMU • Write on Enouncements

  16. Communication Plan • Objective 1: For Farm Girls to be a known name throughout the Alliance community • Strategy: Advertise discount of Purple Plus at University of Mount Union • Create a flyer • Post flyers around the campus center and residence halls

  17. Communication Plan • Objective 2: Bring in a large crowd both during the week and on weekends • Strategy: Advertise a grand reopening of Farm Girls to local media outlets • Contact local newspapers, radio stations and news channels • Remind media outlets regularly about grand reopening • Cater food to employees of local media outlets

  18. Communication Plan • Objective 2: Bring a large crowd both during the week and on weekends • Strategy: Advertise to local schools and churches to gain regular weekend customers • Purchase advertisement in sports media guide for Mount Unions football team and local high schools • Advertise in local church bulletins

  19. Communication Plan • Objective 3: Renovate interior of restaurant to correlate with a country atmosphere • Advertise the country atmosphere of Farm Girls to country related business • Distribute flyers to local Tractor Supply Company's

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