The Pitch
I have decided that my
‘pop-up restaurant’ will be a food truck. This truck will provide fresh, healthy
and nutritious food made with high quality ingredients, to those who want great
tasting food but don’t wish to, or can't afford to, take time out of their
schedule for a sit-down dining experience.
“Consumers’ needs and wants
are fulfilled through market offerings—some combination of products, services,
information, or experiences offered to a market to satisfy a need or want.” (Armstrong,
G., & Kotler, P. (2013). Marketing:
An introduction (11th ed., p. 6). Boston: Prentice Hall.) My truck’s market
offerings will be easy-to-eat sandwiches/wraps made of pitas, tortillas, or lettuce.
These will feature a small palette of ingredients, artistically combined to
create delightful signature sandwiches. Recipes will be created for many
different regions around the world, each designed with the rich flavors
characteristic of the cuisine represented. All sandwiches will be assembled per
order, using freshly prepared ingredients.
Generally, we will stick to
simple ingredients. The main ingredient will be grilled chicken. As far as meat
selection, we will only utilize chicken (and a vegetarian chicken alternative)
in the menu. This decision will drastically improve our efficiency. It will
also help our bottom line, as chicken is the most profitable of all the meats
we could serve. Perhaps most importantly, people from all backgrounds love it! “Chicken
is the only food in the world that transcends race, religion and gender.” (“International Franchising.” Chicken Kitchen. CK Systems, Inc.,
2007. Web. 22 Sept. 2015. <http://www.chickenkitchen.com/#international>).
For all intents and
purposes, our sandwiches will be gourmet, but we will downplay that point
somewhat, as we do not want to alienate less particular clientele with a
potentially off-putting tag. People will understand that these are not ordinary
sandwiches soon enough, when they see and taste them!
My pitch: A hand-held meal, costing
little dough, for those on the go.
“Simply put, marketing is
managing profitable customer relationships. The aim of marketing is to create
value for customers and to capture value from customers in return.” (Armstrong,
G., & Kotler, P. (2013). Marketing:
An introduction (11th ed., p. 2). Boston: Prentice Hall.) I will elaborate
on the Cluck Wagon marketing strategy, including how value will be created, in
the blog posts that follow.
