Johnny Rockets The New Original Burger Frank Daniel

Johnny Rockets: The “New” Original Burger Frank Daniel William De. Pledge Jacob Myers Jessi Wallace

Johnny Rockets

Current Marketing Situation Company History • • Founded in 1986 by Ronn Teitelbaum Opened in Fresno, CA 1999 Competition and regulation caused decline in profit Closed its doors in 2009

Current Marketing Situation Product Review • • • Interior of the restaurant reflects nostalgic era Old-Fashioned food selection Family Dining atmosphere

Current Marketing Situation Market Review • • • Nostalgic experience Target Demographic Diner “Experience”

Current Marketing Situation Failure and Causation • • • Limited distribution Market Competition Strong substitutes Market value of experience decreased Market became “time-conscious”

Vasquez Marketing Mix Model Market Positioning: 4 Ps of Marketing 1) Product 1 2) Price 2 3) Promotion 3 4) Place 4 Product Positioning: 4 Cs of Marketing 1) Customer Solution 1 2) Customer Cost 2 3) Customer Communication 3 4) Customer Convenience 4 Exchange

New Marketing Strategy P 1 = C 1 Product: • Nostalgic Environment • Fresh Product Customer Solution: • Market desires thematic design • Market desires healthier menu options

New Marketing Strategy P 2 = C 2 Price: • Low-cost menu options Cost: • Market is “cost-conscious”

New Marketing Strategy P 3 = C 3 Promotion: • Increase online advertising • Effective website design • “Secret Savings” smartphone app Communication: • Market value of technology • Customer is able to learn about product

New Marketing Strategy P 4 = C 4 Place: • Central valley locations • Pavilion West • Fig Garden Village Convenience: • Areas with heavy foot-traffic • Growing areas • High visibility • Prevalence of families

Competitive Strategy Market Image and Demographics • Multiple locations in Fresno: Fig Garden Village and Pavilion West • Demographics support new locations • Overall image remains the same

Competitive Strategy Align ourselves with target Demographic • Reintroduce Johnny Rockets • Introduce Milkshake Bar • Introduce Oh Happy Days menu

Competitive Strategy • Monday: “Milkshake Monday” • Tuesday: “Tuxedo Tuesday” • Wednesday: “Wild Wednesday” • Thursday: “Throwback Thursday” • Friday: “Fonzy Friday” • Saturday: “Rockin’ and Rollin’ Saturday” • Sunday: “Super-Cool Sunday”

Competitive Strategy Promotional Strategy and Marketing Budget Website and Smart-Phone App Advertising: The Fresno Bee • Update Website • All-new Smart-Phone App • Rewards: “Secretsavings” • Pre-order system • Coupons • Reaches older demographics

Competitive Strategy Promotional Strategy and Marketing Budget Advertising: Television Advertising: Mailers • Family oriented broadcasting • Entertainment links customers to specific locations • Coupons • Community proximity

Competitive Strategy Promotional Strategy and Marketing Budget Advertising: Social Media • Facebook: • Instagram • Twitter • Location specific deals • Oh Happy Days deals Advertising: Groupon • Similar to coupons • Track trends • Offer family deals

Competitive Strategy Promotional Strategy and Marketing Budget Website and Smart Phone App (30%) Advertising: Fresno Bee (12. 5%) Advertising: Television (17. 5%) Advertising: Mailers (17. 5%) Advertising: Social Media (12. 5%) Advertising: Groupons (10%)