Richie's
- 2. Outline ‣ Richie’s Current Overview ‣ Target ‣ Competition ‣ Personas ‣ Opportunities, Strategy and Positioning ‣ Program Tactics ‣ Communication Objectives and Success Metrics
- 3. Richie’s History ‣ Started by his father in 1960’s ‣ Moved to a truck larger truck in 1975 ‣ Used to be open almost 24/7 ‣ In 1996 Richie Jr. took over and moved to “the wall” or “restaurant row” ‣ Website was started a few years ago by Richie Jr.
- 4. Where Does Richie’s Stand? ‣ Facebook ‣ Online Ordering ‣ Simple Website
- 7. Who Goes to Richie’s Students Professors Workers
- 9. Meet our Competitors Jimmy Johns The Draught Horse The Noshery
- 10. Jimmy Johns Purpose: Bring the same appeal and quality of Jimmy Johns locations to consumers using the site, while keeping consumers connected through social media.
- 11. Navigation: ‣ Clear and Straightforward ‣ Quick link to menu and Online ordering. ‣ Main/Secondary Navigation ‣ Easy Online Ordering Usability: ‣ Simple to find and use online ordering ‣ Easy to find everything you need ‣ Neat, well designed layout
- 14. ‣ Everything you need is on the main page ‣ They keep true to their brand with colors and phrases ‣ It looks like Jimmy John’s interior ‣ Can be overwhelming and flashy ‣ Very in your face ‣ Online ordering turns/twists and lights up. Older demographic may not like this ‣ Distracting so you may stop using the site Brand Good/Bad *Good/Bad
- 15. Creative Analysis: ‣ Their design decisions fit with the Jimmy Johns theme ‣ Food looks very appetizing ‣ Easy to navigate ‣ Witty sayings much like the restaurant Interactive Elements: ‣ Facebook, Twitter, Blog, Youtube icons ‣ Online ordering available from every network ‣ All networks are intertwined with each other ‣ Contests, blogs, & photo galleries
- 16. Pros: ‣ Jimmy Johns Feel ‣ Everything linked ‣ Awesome User Experience ‣ Entertaining ‣ Easy and Secure Cons: ‣ Can be very overwhelming with all the flash and sounds ‣ Online ordering can be confusing because the navigation changes ‣ Links to other social networks don’t appear on the bottom
- 17. Draught Horse Purpose: Inform consumers of events, menu, and specials, through the site itself and Facebook.
- 18. Navigation: ‣ Done poorly, with lots of room for improvement ‣ Special Events aren’t up to date ‣ Website is very basic and bare Usability: ‣ Not up to date ‣ Poor information on specials ‣ Easily links to Facebook page ‣ Scanned, Grainy version of menus ‣You have to click on sub-menu to navigate
- 21. Brand Good/Bad ‣ Simple to find way around ‣ Tells what they offer ‣ Not up to date ‣ Poorly designed ‣ Doesn’t reflect essence of the lively sports bar image ‣ Not consistent
- 22. Creative Analysis: ‣ Imaging not good ‣ Poor use of space, a lot of scrolling ‣ Not colorful/consistent with brand image ‣ Flyers/Menu load very slowly Interactive Analysis: ‣ Home page links to Twitter, Facebook, and Four Square. ‣ Their Facebook is really good, better than their website.
- 23. Pros: ‣ Connect to their audience via social networks. ‣ They know people can end up there last minute, and the Facebook does a good job persuading people to do so ‣ Easy navigation Cons: ‣ Lack of creativity ‣ Not consistent with brand image ‣ Information is not up to date
- 24. Noshery Purpose: Provide interested users with menus online ordering and more information about what they offer.
- 25. Navigation: ‣ About us, Menu, Contact info Online ordering through Grub Hub ‣ Easy to navigate ‣ Pages Consistent Usability: ‣ Three tabs, very simple ‣ It is too simple and too plain ‣ People may be confused about the restaurant itself
- 28. Brand Good/Bad ‣ Very clear that there s online ordering/fax ordering ‣ Easy contact information ‣ Shows you exactly where it is, because there is a map ‣ You are so confused what you are on. No pictures, and doesn’t fit with theme of the restaurant ‣ Pointless
- 29. Creative Analysis: ‣ Can’t tell the brand ‣ Purpose of site isn’t reflected on their site ‣ No social media ‣ It is very poorly represented Interactive Analysis: ‣ Fax/Online Ordering ‣ No social media ‣ Map detailing where the restaurant is
- 30. ‣ Online ordering ‣ website is very poorly constructed ‣ Faxing is not fit for students Brand Good/Bad
- 31. Personas ‣ Developed from Internet Surveys, Observation, and short surveys on campus. ‣ Made up of the most common shared traits of consumers
- 32. Cindy Jaypeg is a 20 year old student at Temple University. She tries very hard to combine the perfect ratio of schoolwork and being a social butterfly. She is a devoted member of club tech-spending every waking minute at the Tech Center. Her status updates on Facebook often talk about procrastination and an overwhelming amount of schoolwork. She often frequents restaurant row while she is at the Tech Center doing work. Cindy is very tech savvy and loves her iPhone.
- 33. Maxwell Howse is a 45 year old English professor at Temple University. He lives in Landsdale, PA and takes the train into the city for his classes on Monday, Wednesday and Friday. He wakes up early to get ready and get to campus for his 9:00AM classes. His first cup of coffee wears off in the morning, so when he gets to campus his first stop is to Richie’s for Coffee and breakfast. Throughout the day he continues to frequent Richie’s on break and between classes 2-3 times a day for coffee and lunch. He is on the computer to update Blackboard, check his email, and read the news. On the train he reads the news and emails on his Blackberry.
- 34. Rich Kraver is a 21 year old student at Temple University. He has been going to Richie’s since sophomore year when he lost his meal plan. He goes everyday for at least one meal, and he has Richie’s in his phone. He lives off campus in Fishtown and rides his bike to campus in the morning. He posts pictures of himself on Richie’s Facebook page from his Droid and is always listening to music via Pandora while on his bike. He Tweets about everything and everywhere that he is, and he also uses location apps such as Four Square and Yelp!
- 35. Jack Hammer is a 48 year old facilities worker at Temple Unviersity. Jack is divorced with two kids, and has full custody of them. He specializes in HVAC and works all over campus repairing and checking on the systems. He lives local to campus and takes the bus or subway in to work. While at work he frequents food places all around campus, but especially likes the lunch trucks on Montgomery. He does not have a good knowledge of the interenet and computers, but his kids are helping him to learn. He sees no need for fancy gadgets, which is why he uses his four year old Motorola Razr as a phone.
- 36. Opportunities: ‣ Large Campus ‣ Young Tech Savvy Students ‣ Online/App Ordering ‣ Hole In Temple’s Market Strategy: ‣ Target Temple’s Campus ‣ Advertise Online Ordering ‣ Offer incentives/benefits ‣ Draw people to the website with activities/ promotions ‣ Phone/Online ordering differentiates Richie’s from other places ‣Take advantage of free networking such as Facebook/Twitter Positioning: ‣ Friendly, Easy, Fast ‣ Be a “Regular” ‣ Richie cares about customers
- 37. Program Tactics ‣ Daily Specials ‣ Online Ordering ‣ Phone Apps ‣ Scavenger Hunt ‣ Log-In ‣ Design Contests ‣ Photo Contest ‣ Richie Points ‣ Blog ‣ Burger Eating Contest
- 38. Communication Objective: Create an online community for people to connect to Richie’s, not just to order, but to receive discounts, coupons, and to blog about the restaurant. Success Metric: Use log in information and see how often the users return to the site. The coupons used will also be a way to tell who is using the site for its purposes. Communication Objective: Create a Four Square community where people at Richie’s can check in. Success Metric: Since it will be on Facebook you can check how many people are checking in and it will allow their friends to go and check in also. Communication Objective: Control what is being said over social media better because of Richie’s past reputation. The posts will focus more on promoting the restaurant instead of trivial posts unrelated to Richie’s. Success Metric: More friends/activity on Richie’s Twitter and Facebook