Hospitality and Tourism Operations Research Event Rubianos By
Hospitality and Tourism Operations Research Event Rubiano’s By: Lauren Adona
What Is Rubiano’s Pizzeria?
Community Data San Leandro, Ca -Population: 84, 966 -Average Income: $72, 354 -Employment Rate: 5. 70% -72. 63% Non-Hispanics
Conducted Research Primary Research: -Personal Observations -Personal Interviews -Survey Company Information -Generational Demographics Secondary -Research Databases -Competitor Sources -
Primary Research Findings Observations: Interview: -Inside and outside appearance: Da. Silva Small, and trendy interior Generations X and Y -Location: -History: The experience Ruben got Downtown, hidden working at “Sergio’s” made him want to open up his own pizza shop. -Owner: Ruben -Target Market: from
Primary Research Findings Survey: 60% Female 34% Asian/ Pacific Islander 76% Generation Y (14 -34) 72% people of San Leandro has never heard of Rubiano’s Most people buy their pizza at Costco, Round Table, and other places 54% spend $10
Secondary Research Data Findings Source 1: Source 2: Research Databases: Sources: 1. US Census Porky’s Pizza Website 2. City-Data Mountain Mikes Website 3. Google Maps Competitor 1. 2. 3.
Secondary Research Findings Source 3: Source 5: Company Information: General Demographics: 1. Rubiano’s Website Generation Z 2. Rubiano’s Facebook 3. Generation Baby Boomers Source 4: 4. Silent Generation Social Media: 1. 2. Generation Y
Conclusions and Identified Problems Pros: Cons: -Family atmosphere to see -Decent size, modern interior advertised -Hard -Not well
Objectives of Generational Marketing Plan Objective #1: Improving social media known Objective #3: Make Rubiano’s -Plan events and activities, Objective #2: for certain Raise Awareness, Advertising holidays -Social Media, Article in SL Times, etc. have specials
Generational Marketing Plan and Solutions Delivery Customer Loyalty Cards Groupon Improving Social Media
Timeline of Events Activity: Months: Show ID of school for special January 2015 Posting information in the website “nextdoor” January-December 2015 Article in San Leandro Times Every 3 months, starting January 2015 Groupon March 2015 Delivery May 2015
Proposed Budget Materials Unit Price Total Price Labor Facebook 1 $0. 00 (1 hour per week) $9. 00/ hour Teen Volunteer Flyers/Menus 200 $0. 09 $18. 00 (1 -2 hours per week) $9. 00/ hour Menu Revision 5 $0. 00 (1 hour per week) $9. 00/ hour Cherry Festival Event 1 $0. 00 (2 hours to set up) $9. 00/ hour High Speed Wifi 1 $39. 99 per month $479. 88 per year (5 -10 min to set up) $9. 00/ hour Total Cost: $497. 88
Explanation of Activities ● Website and Facebook People can learn more about the business, and be updates with events, and specials. ● Teen Volunteer Program Teens can help participate in events, such as passing out flyers, cleaning the community, etc. ● ● ● Social Wifi Free wifi in the restaurant to attract customers. Cherry Festival Help advertise Rubiano’s, and make it known. Donations for sports teams Helps create trust with teenagers and increases profits.
● ● Generational Marketing Plan Goals Increase profits Improve social media/ advertising Target Generation y More likes and views on website and Facebook
Generational Marketing Plan Summary Problem: Lack of advertising and awareness of the business, unable to expand profits, identifying target market. Solution: Flyers, social media, donating pizza to sports teams, teen volunteer program, Target generation Y to help make Rubiano’s more appealing to this generation.
Thank you for your time and consideration!
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