Adam Barnett business plan

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Marketing Plan 2019 What’s on trend? Vegans and vegetarians - Over the past few years the increase in vegans and vegetarians in the UK has risen from half a million in 2016 to 3.5m to date. With such a huge number of the British population now keeping a tighter lid on what they are eating, it is important that we keep this in mind for all future menu changes and include this within our marketing <strong>plan</strong>s going forward. Coeliac and other allergy’s - Not so much a trend but one we are seeing a huge rise in, is the amount of coeliac guests. With such a large number of the population now unable to eat certain food products, it is important to change and adapt to keep us ahead of the competition. I feel we have adapted to the needs of gluten free customers, fish and chips being a firm favourite and gaining a lot of return custom locally and from afar. With none of our competition offering gluten free fish and chips, we feel this is something we can drive more on social media platforms as this is a real treat option for coeliac’s. Gin & Tonic - The popularity of gin has risen dramatically in recent years from the basic London dry’s right through to fruity and special infusions. With this, the brand awareness of Fevertree tonics has seen their value rise to £4.5billion. This is something we would look to heavily market and forever keep rotating with fresh and new gins to keep our drinks ranges fresh and exciting for our customer base. Trends for 2019/2020 Foods Pacific Rim flavours – This is the top trend, with Whole Foods announcing that its Market and 365 Everyday Value brands will launch a new line of products inspired by Pacific Rim fruits like a guava tropical vinaigrette, pineapple passionfruit sparkling mineral water, mango pudding mix and passionfruit coconut frozen fruit bars. It also expects to see ingredients like longganisa (a Filipino pork sausage), dried shrimp, cuttlefish and shrimp paste to appear on restaurant and home menus in dishes from breakfast to dinner. Meat free – With such a rise of vegetarians and vegans one of the fast building new alternatives is meals with a meat substitute. Products such as tofu, tempeh, seitan, jackfruit and lentils are being use more frequently when dining out. This doesn’t just limit itself to your standard pub food. In recent months restaurants have started experimenting with more extravagant and appealing vegan dishes, such as. Carrot tartare, beetroot caviar & vegan foie gras. If the demand for vegan dining is here to stay then moving away from the boring chickpea burgers or limited choices and moving into the more technical and exciting dishes maybe one way to ensure we are ahead of the competition. Drink Low or no alcohol – To coincide with the increase in healthy eating consumers are also turning there attentions to healthier drinks alternatives. With the demand for these types of alternative products such as 0% lagers and gins are on the increase. As well as this, more and more mocktails are beginning to make an appearance. This could be a great addition to a cocktail menu not only for drivers but also for health conscious customers. It is also an item which could be upsold to under 18s, allowing them to join their family/friends and not feeling left out for being underage. Premium alternatives – Gone are the days of when customers are looking for a cheap binge-worthy alcoholic drink. Customers are now more open to the upsale and don’t mind paying extra for a product with a story or unique twist. Whilst the cheaper options still need to remain on the menu, more premium gins, vodkas and rums can be explored; in turn increasing interest and spend.
Events 2019 Continuous - Live music - 1 ST Friday of every month - Mondays to Wednesday evenings- 3 courses for £24.99 choice of a la carte dishes/sharing steak for supplement price. (This could help tackle the quieter start to the week where sales are falling short and playing a huge part in falling short of budget) - Coffee club running weekly- ideal for the morning mums after the school run - Pub quiz – Running fortnightly from the 1 st Monday of every month April - 4 th – 6 th Grand National - Showing on the final day running a sweepstake for the locals and customers. Drinks promotions during the race etc. - 19 – 21 st Easter – Sunday 21 st children’s Easter egg hunt on the green. Chocolate egg themed desserts menu. Extended food service times 12pm – 8:00pm. - 22 nd – 26 th St Georges day – Best of British specials menu running throughout the week. Anyone with the name George eats for free when accompanied by 3 or more guests. May - 6 th – 11 th May: National eat what you want day - Specials menu running Monday to Saturday giving the customer the option to choose their combinations. - 13 th – 19 th May: Vegetarian week - Menus show some unique and exciting vegetarian dishes - 28 TH May: World hunger day – Food collection point for local donations, food to the homeless in Andover and surrounding areas. - Bank holiday weekend – Hotel dinner bed and breakfast deal - £150 - £250 Dependant on room type June - 1 ST – 9 TH June – National picnic week: Pre ordered picnics for walkers to take away or eat on the green. - 10 th – 14 th June – National heathy eating week – Build your own dish from a list of healthy ingredients. - 17 th June – Father’s Day – extended service times and free pint for every Dad. July - 1 st – 14 th July – Wimbledon: Showing all the matches throughout the course of the tournament. Sweep stake for locals, Drinks and food offers (strawberries, prosecco etc). - 7 th July – World chocolate day – Special chocolate bars given out to all people who have had 2 courses or more. Golden tickets inside with prizes including bars offering discounted bounce back to a free night’s stay or free 3 course meal for 2. - Date T.B.C. - Marking the start of UK festivals BBQ, band etc on the green. August - 10 th August – National Spoil your dog day – Dog beer, dog food alternatives toys etc. - 25 TH – 26 TH August – Hawk Inn beer festival September - 4 th September – National eat another dessert day- buy one get one free on selected desserts - 20 TH September – Start of the rugby world cup, World cup burgers with free Amstel or Punter
Page 1 and 2: Understanding - being there for oth
Page 3 and 4: Current Target Task CSC CPL complet
Page 5 and 6: Private dining room/ extra restaura
Page 7 and 8: The Hawk Inn SWOT & USP The Hawk In
Page 9: Direct competitors key selling pric

Adam Barnett business plan

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