Lindy's Diner (PDF)

2008-2009 Franklin PierceSmall Business AdvisoryGroupMarketing Proposal for Lindy’s DinerLocated in Keene, NH

Phase I Team Members (Fall ’08) Chair: Caitlin Allard Alternate Chair: Kayleigh Geyer Researchers: Cristy Telson, Caitlin Allard Logo Design: Andrew Ludvigsen, RobertQuartarone, Cristy Telson, Erika Takegawa Website Development: Josh Lupinek, MichaelSauter, Trisha Slowiniski, Jennifer Gagne, ErikaTakegawa, Ben Cummings Advertising Committee: Kayleigh Geyer, CristyTelson, Erika Takegawa, Robert Quartarone,Andrew Ludvigsen Powerpoint Editor: Ben Cummings Secretary: Trisha Slowinski

Phase II Team Members (Spring ’09) Chair: Caitlin Allard Alternate Chair: Andrew Lehman Researchers: Kelly Johnson & Tim Anson-Pritchard Website Development: Josh Lupinek, KaitMatula, Ryan Connolly, & Trisha Slowinski Youtube Slideshow Creator: Erika Takegawa Powerpoint Editor: Benjamin Cummings

Lindy’s Diner: HISTORYLindy’s Diner, which is a paramount diner,was built in New Jersey, and transported tothe town of Keene by the Chakalis family in1961. Many long time loyal customers cantell you that they literally watched the dinerbeing brought into town on a flatbed truck,and lifted onto the foundation. Many originalcustomers also claim they helped with theconstruction of the kitchen as well.

Meet our Client

Chuck Criss Bio Born in New Brighton, PA and raised in Beaver Falls, PA. He started his career with a food service job in NewHaven, Ct. at the Yankee Doodle Coffee Shop. It was a funjob located next to the Yale campus. He then held many cooking jobs, for example, as a sousChef to an Executive Chef; he knew cooking was hispassion. He held various jobs in different industries throughout theNew England region before meeting Nancy Petrillo inKeene. They became business partners, and developed managingskills in the restaurant business together over a span ofsixteen years.

Nancy Petrillo Bio Born and brought up in New Haven, CT. Attended Quinnipiac College in Hamden, CT. After graduating, she worked in Providence, RI atOur Lady of Fatima Hospital in Cytology. Moved to Boston, MA and worked at MassGeneral Hospital for four years. Moved to Vermont. After she had twins, she returned to work. She and Chuck received a call from George andArietta Rigopoulos about buying Lindy’s Diner.

Working Together Chuck and Nancy met the Rigidapous familyduring their time in Keene, who were theprevious Lindy’s Owners and who wanted tosell the diner. They made an offer and bought Lindys Dinertogether. So here they are, five years later after a lot ofcleaning, organizing, remodeling andrenovations, major equipment purchases andrepairs, recipe planning and development.

Political Patrons Former presidents such as George Bush,George W. Bush, & Bill Clinton havecampaigned at Lindy’s Diner. Current President Barack Obama has alsobeen to Lindy’s. Other politicians include:• Michael Dukakis, Dick Cheney, Malcolm Forbes,Paul Tsongas, Jean Sheehan, Paul Hodes, Tom Eaton,Molly Kelly, and Charlie Bass.

Photos of the Politicians at Lindy’s:

Obama Meets the Client

Fun Fact: It is rumored that if you donot visit Lindy’s Diner youwill not win the NH primary. In 2008, Hilary Clinton did not visit thediner. Barack Obama did. We think the rumor istrue…

Methodology Throughout the fall and spring semesters of ‘08and ‘09, the clients met with the SBA on campus. We discussed ways of attracting more eveningand Keene State student customers. The team and clients decided to develop anoverall market communication plan.

Working with the Client

Advertising Committee Objectives Phase 1: Fall Semester ‘08• Revamp the to-go menu, revise the format andlayout• Create a bulletin board decorated in Lindysslogans, menus, pictures, and other valuableinformation to be displayed at Keene State College• Create flyers promoting the diner to be handedout to local businesses and colleges• Develop a plan to apply Lindy’s logo as a consistenttheme

Advertising Committee Objectives Phase II: Spring Semester ‘09• Develop a plan for specialty products such asmagnets, coffee mugs, and bumper stickers• Develop a plan for atmospherics and physicalappearance of Diner• Complete work on website

Website Development Goals (Phase I & II) Use the registered domain name of Lindysdiner.comfrom Godaddy.com Utilize Godaddy.com web builder services Create custom pages that include informationrelated to history, directions, celebrities that havebeen to Lindy’s, the menu, operating hours, pictures,etc. Include a description of Lindy’s excellent service Conduct an analysis of existing competitor websitesto create a website with a competitive advantage

Objectives of Website Communicate why one should eat at Lindy’s Diner Create awareness Build brand familiarity Build customer demand Emphasize Lindy’s strengths such as being aninexpensive, quality product, serving breakfast all dayalong with lunch and dinner Link the Lindy’s website with such social media outletssuch as You Tube, Google, Yahoo, and any otheroutlet that would be useful

Some Specialty Products Available toLindy’s Diner Specialty Products I

More Specialty Products Specialty Products II

Some Atmospheric Ideas to Change… Better lighting Utilize wall space example: politicians, pictures ofDiner and surroundings Keep a consistently vintage theme Incorporate red, white, and blue Refurbish juke-boxes Be more creative with menu item titles

Application of Logos and ThemesInitially when the SBA group was contacted by Lindy’s Diner for help, oneof the most noticeable features of the diner was the unique and fun logosthat are hard to find at just any diner.Because of this, SBA thought it was important to incorporate those logoson every product; from their to-go menu, the décor of the diner, thewebsite, the flyers we made, and specialty products that we researched.The plan we developed was simply to make sure everything they have donsthe name Lindy’s Diner.We also felt that the diner should have a logo displayed along side thebuilding itself.This will create brand awareness and familiarity and will promote customerloyalty and keep them coming back for more.

Photos of Lindy’sOutdoor Signage

These are some different logos.This is the front of the to-go menu

This is on the back

This is the logo idea for the website & flyers

Ideas for the to-go Menu Created bythe Advertising Committee Throughout the semester, the advertising committeewas able to design different ideas for to-go menus forLindy’s. They utilized the colors red, white, and blue to keepconsistency with the color scheme requests of theclient. The first four slides were rough drafts. The two slides following are the final copy, which thegroup felt was the best choice. Here are the to-go menus the committee developed:

Flyers Created by the Advertising Committee The advertising committee also decided aspart of the ad campaign, to develop flyersthat could be potentially distributed aroundthe different shops of Keene and the KeeneState College bulletin boards and studentmailboxes. Here are the fliers designed by the adcommittee:

Possible Communication with Keene State Lindy’s Diner & the SBA are in talks withKeene State College to allow the distributionof flyers and being part of bulletin boards indifferent housing units. Keene State Contact: Kelli Redes, 08-09Keene State RA. Contact Info: Cell # 1-203-314-2827.

Ad Rates This is the Franklin Pierce Arrow ad rates. Pierce Arrow Ad Rates

Keene Equinox Ad Rates

The Website PhotoLindy's Website

Contact Information and Business Hours Visit: www.lindysdiner.com Location: 19 Gilbo Ave. Keene, NH, 03461. Call ahead at: (603) 352-4273 Business hours are:• Monday-Thursday & Sunday: 6:00am to 8:00pm.• Friday & Saturday: 6:00 am to 9:00pm.

You Tube SlideshowLink to You Tube Slideshow