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Current Situation
Current Situation<br />
❏<br />
❏<br />
❏<br />
❏<br />
Drive-thru <strong>and</strong> sit-down service hybrid<br />
Poor customer service reviews<br />
Longest drive-thru wait time in fast food industry<br />
Heavy focus on premium quality food
New Strategy
Slow down <strong>Steak</strong> ‘n <strong>Shake</strong>.<br />
Creating an environment that invites customers to<br />
spend more time inside the diner will create a stronger<br />
br<strong>and</strong> presence <strong>and</strong> increase customer loyalty.<br />
“Speed up, by slowing down”
SWOT Analysis
SWOT Analysis<br />
STRENGTHS<br />
WEAKNESSES<br />
❏<br />
Reputation for high-quality food<br />
❏<br />
Longest drive-thru times<br />
❏<br />
Low-price point<br />
❏<br />
Poor online reviews<br />
❏<br />
Merica’<br />
❏<br />
Bad br<strong>and</strong> recognition<br />
❏<br />
Well distributed restaurant<br />
locations<br />
❏<br />
Antiquated diner technology<br />
OPPORTUNITIES<br />
THREATS<br />
❏<br />
Capitalize on burger boutique<br />
❏<br />
Increased wait times<br />
❏<br />
Develop a different <strong>QSR</strong> space<br />
❏<br />
Healthier options<br />
❏<br />
Indy racecar-ad placement<br />
❏<br />
Other <strong>QSR</strong> menu varieties
Manifesto
Where is the “time” in dinner time?<br />
24 hours in a day. 10 minutes for a meal.<br />
No longer.<br />
We want to live in a world where every meal feels likea 4-course<br />
feast.<br />
We want to live in a world where a burger is as chiseled as David <strong>and</strong><br />
a milkshake is as complex as Starry Night.<br />
We want to live in a world where every restaurant feels like your<br />
hometown diner.<br />
Bring back enjoyment.<br />
Bring back service.<br />
Bring back dinner.
Creative
The Wise Farmer
“A deaf husb<strong>and</strong> <strong>and</strong> a blind wife are always a happy couple.”<br />
“Eat a live toad the first thing in the morning <strong>and</strong> nothing worse can happen to you<br />
for the rest <strong>of</strong> the day.”
What’s Your Story?
<strong>Copy</strong> Big Brother!
<strong>Steak</strong> & <strong>Shake</strong> America’s Fair
New Product
Leave Behind
Whats next for you?<br />
● Social Media Campaign Promoting Fair November 2015<br />
● What’s Your Story Campaign December 2015<br />
● Production <strong>of</strong> The Wise Farmer Commercial February 2016<br />
● Milkshake Cup Design To China or USA vendors February 2016<br />
● American Fair Opening July 4th 2016
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