paper
ssh840962430
SampleFinalMarketingPlan2020.pdf
Cal State University of San Bernardino
(CSUSB)
La Casita Restaurant Marketing Plan
By
for
Marketing 496 Planning and Strategy With Professor Eric Newman
1
Table of Contents
Executive Summary 3
Part One:
Restaurant Information/Photos 4
Industry History 5-7
Product History 7-9
Company History 10
Part Two:
Current Product/Service Problem to Solve 11
Product Characteristics 11-12
Product Characteristics 12-13
SWOT Analysis 13
Competitive Analysis 14-15
Competitive Advantages and Disadvantages 15-16
Part Three:
Customer Analysis 16
Demographic Market Segments 17-18
Socioeconomic 18
Purchase Behavior 19
Psychographic Consumer Behavior 19-20
Media and Communications Used 20-25
Part Four:
Marketing Objectives and Goals 25-27
Strategic and Tactical Recommendations 27-28
Secondary Research 28-29
Primary Research
Personal Interviews 29-42
Restaurant Market Research Survey 42-50
Focus Group 50-63
Part Five:
Strategic Plan 63
Message
Website 63-64
Email 64-65
Flyer 65-66
2
Table of Contents Cont.
Promotions
Daily 66-67
Weekly 67-68
Monthly 68
Seasonal 68-69
Media 69-75
Measurements 75-76
Part Six:
Marketing Plan Advertisements and Promotion Samples 77-83
Elevator Speech 84
Conclusion 84
References 85-86
Appendices
1.1 Personal Interview Questions 87-95
1.2 Restaurant Market Research Survey 96-100
1.3 Focus Group Discussion Questions 101-109
Group Members Contribution 110
3
Executive Summary:
La Casita Nueva Mexican Restaurant has been serving its customers fresh, authentic Mexican
food with excellent service since 1993. Located in Yucca Valley, CA, customers include
residents of the Morongo Basin, and tourists to the beautiful Joshua Tree National Park and
local community attractions. Yucca Valley is a small town in the Morongo Basin with community
involvement being an important characteristic. The restaurant is an ideal choice to celebrate
birthdays, graduations, anniversaries, and youth sport team victories as it can accommodate
large parties.
As more and more competitors open in the town, it is crucial to plan a marketing strategy to
attract new patrons and maintain returning guests. In researching the target market, it revealed
a few methods that will meet the goal of bringing in more customers and maintaining its loyal
customers to experience La Casita’s great food and amazing customer experience. A few of the
solutions to reach this goal are to establish a restaurant website, incorporate technology in
communications, advertise current promotions, maintain employee satisfaction, and offer
incentives to attract customers.
Establishing the restaurant’s website is recommended to be completed within a four-month
period, thus one of the primary actions to complete. Primary research has shown that the top
two ways individuals prefer to research information about a restaurant is via the restaurant’s
website and review sites. Establishing a website will allow La Casita to present their menus,
current promotions, and upcoming events, while offering online viewers' connections to the
restaurant’s customer reviews and social media sites. Also, maintaining active social media
presence is important as a way to connect with customers allowing a mutual attraction of
sharing photos and experiences. The website will be a one stop solution to connect potential
and loyal customers to what La Casita has to offer.
Launching and continuously updating the website, being active in advertising current
promotions, and actively promoting the restaurants daily, weekly, and monthly promotions will
enhance La Casita’s marketability to boost traffic into the restaurant, thus increase sales and
revenues. Also, it will help stimulate economic growth in the local community by bringing in
more tax revenues and the possibility of new job openings. In order to track the success of this
new marketing strategy, periodically reviewing of the outlined SWOT and PESTEL analysis,
financial benchmarks, and customer feedback will be essential, thus adjusting the marketing
strategy over time to achieve the outlined objectives. .
4
Part One:
★ La Casita Nueva Restaurant Information
Physical Address: 57154 Twentynine Palms Highway, Yucca Valley, CA 92284
Business Phone: 760-365-5061
Website URL: https://lacasitanuevamexicanrestaurant.netwaiter.com/yucca-valley/about/
www.golacasita.com – Main website is currently down
Facebook Page: https://www.facebook.com/LaCasitaRestaurantYV - Facebook Page
Email Address: No email address available – you may message through Facebook
★ Restaurant Photos:
○ Outdoors:
○ Indoors:
5
★ Industry History
○ Market: Hospitality Industry
○ Market and Industry Definition:
■ This restaurant can be classified as a casual/family ethnic restaurant
serving Mexican cuisine.
■ The restaurant itself has been around since 1993. It is the original of the
Las Casita Restaurants.
■ The restaurant would be included in the Food and Beverage along with
Hospitality industry.
■ They have been around for many years according to Yelp. They go as far
back as 2009 in Reviews. They have been around since 1993.
○ Major Competitors and Descriptions
■ Competition within a 10 mile radius includes the following restaurants
(information found on the first website above, as well as, their Facebook
Page, Yelp, and Tripadvisor).
● El Guero Mexican Grill Restaurant:
○ This Mexican restaurant has been open since 1990.
Serves breakfast, lunch and dinner. Casual and family
friendly dining establishment
○ This restaurant is 0.10 miles away – 57113 Twentynine
Palms Hwy. Yucca Valley, CA 92284
○ Hours: Tues: 7:00am-9:00pm Wed-Mon: 7:00am-8:00pm
● La Palapa Mexican Restaurant:
○ Hours: Tues: 7:00am-9:00pm Wed-Mon: 7:00am-8:00pm
○ Mexican & Seafood restaurant – serves lunch and dinner.
Casual and family friendly dining establishment
○ This restaurant is 0.70 Miles Away – 57173 Sunnyslope
Dr. Yucca Valley, CA 92284
○ Hours: Sunday-Saturday: 10:00am - 9:00pm
● Algobertos Taco Shop:
○ Traditional Mexican restaurant that serves lunch and
dinner. Fast and extremely casual located in a strip-mall
with counter service.
○ This restaurant is 1.30 Miles Away – 56143 Twentynine
Palms Hwy. Yucca Valley, CA 92284
○ Hours: Mon-Sat: 8:00am - 10:00pm Sun 8:00am - 9:00pm
● L’s Salsa Restaurant:
○ This is a family owned Mexican restaurant
○ This restaurant is 1.30 miles away – 56093 Twentynine
Palms Hwy. Yucca Valley, CA 92284
○ Hours: Mon-Sat: 9:30am - 8:30pm Sun: Closed
● Kasa Carniceria y Taqueria:
○ Quick-service meat market taco shop
6
○ This restaurant is 1.35 Miles away – 56089 Twentynine
Palms Hwy. Yucca Valley, CA 92284
○ Hours: Mon-Sat: 8:00am-8:00pm Sun: 8:00am-7:00pm
● Las Palmas Restaurant:
○ Traditional Mexican restaurant – known for authentic food
and strong drinks. Open for breakfast, lunch and dinner
○ This restaurant is 1.74 Miles away – 55792 Twentynine
Palms Hwy. Yucca Valley, CA 92284
○ Hours: Mon-Sat: 10:00am – 9:00pm Sun: 9:00am - 9:00pm
● Castenada’s Mexican Food
○ Counter-serve regional chain – casual and quick-service
○ This restaurant I 6.2 miles away – 56547 Twentynine
Palms Hwy. Yucca Valley, CA 92284
○ Hours: Mon-Sun 24 hours
○ Competitor Strategies and niche:
■ El Guero Mexican Grill Restaurant
● Highlights bringing in business since 1990 (family business) and
continuing with the tradition of serving authentic Mexican cuisine
that is made fresh.
■ La Palapa Mexican Restaurant
● Large accommodations for large parties, so can hold events and
does cater
■ Algobertos Taco Shop
● Offers counter serve offering to go or dine in with more of a fast
food style.
■ L’s Salsa Restaurant
● In a small strip mall, thus allowing for walkability
■ Kasa Carniceria y Taqueria
● Convenience as is located in Latin specialty mini grocer.
● Convenient for local residents
■ Las Palmas Restaurant
● Offers lunch specials, taco night, and Sunday buffet
● Online menu options / enhanced website / modern approach
○ Competitor Strategies and nich for La Casita:
■ Mexican environment with music and décor and fun entertainment
■ Affordable establishment ($11-$30) making it a family based and oriented
restaurant. Target market considering this a low-income area.
■ Variety of Mexican foods to help increase multiple options for everyone.
■ Family environment
■ Proving a full bar for eating in or the convenience of take out
■ Entertainment nights
■ La Casita is a community based restaurant. The restaurant offers
discounts to graduates from Yucca Valley High School and rewards card
holders
7
★ Product History
○ Product Features
● Mainly lunch and dinner but also brunch/breakfast
● Margaritas
● Kids Menu
8
■ Hours:
● Sunday-Saturday 11:00am - 9:00pm
■ Meals:
● Brunch, Lunch and Dinner
■ Takeout:
9
● Yes
■ Delivery:
● No
■ Attire:
● Casual
■ Reservations:
● Yes
■ Alcohol:
● Full Bar
■ Outdoor Seating:
● No but there is a patio area adjacent to Kokopellis Kantina
■ Parking:
● Private parking lot for customers
■ Wi-fi:
● No
○ What problem does product solve
■ Las Casita Nueva understands the customer’s wants and needs. The
restaurant satisfies customers’ desire to relax and enjoy a meal and/or
drink while away from home. Also, the restaurant is an ideal location to
socialize with family, friends, and acquaintances in a positive
environment.
○ Product Category Sales
■ Restaurant category: Independent restaurant serving Mexican cuisine
with breakfast, lunch and dinner options, appetizers, kid’s menu, full bar
options.
● Margaritas (most liked)
● Fajitas (most liked)
● Enchiladas
● Burritos
● Tacos, etc.
○ Previous Performance Versus Competition History
■ The restaurant has remained in same location since opening.
■ Competition:
● Three competitors are less than 2 years old (El Guero Mexican
Grill, La Palapa Mexican Restaurant, L’s Salsa Restaurant)
● The term “family environment” that other competition does not
state in their mission or vision statement.
● Implementing margaritas as a feature compared to their
competition
10
★ Company History
○ Start:
■ Opened 1993 - “The Original Since 1993”
■ Other La Casita restaurants in the Coachella Valley (Indio, La Quinta,
Palm Desert, and Cathedral City) and Beaumont are family owned but
managed individually
○ Size
■ Only one in the area (Yucca Valley, CA)
■ Small to medium - intimate restaurant
○ Major changes
■ The adjacent Kokopellis Kantina opened which offers dancing, live music,
bar and karaoke.
■ Implemented rewards cards back in 2014
○ Mission & Vision statement
■ Fajitas, Margaritas..Always La Casita.
■ La Casita provides fresh, authentic Mexican food and superior customer
service at reasonable prices in a casual family environment.
○ Who is in charge today
■ Family owned restaurant
■ Andrew Garcia, manager
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Part 2
★ Current Product/Service problem to solve:
○ According to their mission statement, La Casita provides fresh authentic Mexican
food and superior customer service at reasonable prices in a casual family
environment.
La Casita touches on four ideas that customers see value in:
○ Fresh authentic Mexican food
○ Superior customer service
○ Reasonable prices
○ Family environment
○ Their current product is the driving force of their company and if they can
implement all of these traits, it will enhance their business. This is a low income
area where many families and friends seek to find reasonable prices.
★ Problem Characteristics
○ Currently, there is no website for the restaurant, thus possible customers rely
primarily on the restaurants Facebook page to gather information or call the
restaurant.
■ Set up a website and include:
● Hours and phone number
● Address with directions/map
● Menu
● Food/ drink specials
● Ordering online option
● Reservations option
● Payment options accepted
● Upcoming events
● Links to social media and links reviews
● About us
■ Maintain often to keep updated
■ Ensure the website is accessible via a desktop or mobile device.
○ Problem effects on stakeholders
■ Primary Stakeholders:
● Owner/Shareholders -
○ Lost business/ revenue
○ Reduced customer loyalty as competition is up to
par, so customers will try a new restaurant
○ Poor image created of local community due to
frustration
● Customers -
○ Misinformed with current restaurant information
(frustration)
○ Might choose to dine at other establishments
● Employees/Managers -
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○ Extra time spent assisting customers with issues/
complaints about no website, and incorrect or
missing restaurant information
○ Causes added stress
■ Secondary Stakeholders:
● Community Members -
○ Unable to search for restaurant information
regarding correct hours, menu, specials, etc.
● Media -
○ The restaurant only has Facebook for their social
media outlet which does not give the restaurant the
opportunity to gain more business/customers
○ The restaurant does have opportunity for events
but without a working website or additional social
media outlets it is hard to gain more exposure
drawing in more business
● Competitors -
○ May gain more business from customers that had a
bad experience from the lack of current information
found online for La Casita
○ Could prompt them to update/maintain their website
to gain an advantage
○ Why is it important?
■ It is always important to monitor and manage stakeholder
relationships. It is vital to the success or failure of a business
because the business wouldn't be able to exist without their
participation.
★ Product Characteristics
○ Uniqueness, niche
■ Dining room decorations are bright and colorful, matching the restaurants
theme
■ Large menu selection with lunch specials
● Fajitas and margaritas are popular items
● Specials on alcoholic drinks
■ Can accommodate large parties, so great for celebrations (birthdays,
anniversaries, graduations, etc.)
○ High/low cost
■ La Casita Restaurant provides delicious food to their customers at a more
than fair price.
● Some price ranges for menu items include:
○ Fajitas: $14.49 - $22.49
○ Burritos & Chimichangas: $8.99 - $12.99
○ Enchiladas: $10.99 - $14.99
○ Children’s Menu: $6.25
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○ Breakfast: $9.99
○ Specialities: $9.99 - $15.99
○ Combinations: $8.99 - $15.49
○ Lunch specials: Monday - Friday; 11:00am - 3:00pm
■ Specialities: $9.00 - $10.49
■ Combinations: $7.99 - $10.49
■ Fajitas for Two: $18.99
■ Fiesta Platter for Two: $18.99
■ Burritos: $9.99 - $10.49
○ Distribution channel of product/service
■ Direct distribution channel preparing and serving food and beverages
through the physical restaurant location.
■ Restaurant does have the option of take-out and can accommodate large
orders
■ Advertising: Via social media (Facebook page)
★ SWOT Analysis
STRENGTHS ● Family environment
● Low prices
● Authentic Mexican Food
● Great customer service
● Location
● Established family restaurant
● Private parking lot for customers
● Brand image - La Casita restaurants
have been around for many years and
has a positive and established brand
throughout the local valleys.
WEAKNESSES ● Website is down - there is no way to
check out upcoming events and/or promotions unless you have a Facebook or call the restaurant directly
● Ensure there are enough servers/staff available to cover peak hours and influx of customers
● No outside dining experience for customers that would like to enjoy the weather during the Fall-Spring seasons when it is not too hot outside.
OPPORTUNITIES ● Can gain customers from Yucca Valley
High School (1.4 miles away) ● Attract tourists visiting Joshua Tree
National Park with point of sale brochures distributed to local hotels, motels, etc.
● Include catering in their distribution channel
● Join Yucca Valley Chamber of Commerce for community exposure and connection
● Set up Wi-Fi marketing to connect new and returning customers with promotions, food/drink specials, events.
THREATS ● Competitors - other Mexican food
restaurants are within a 6 mile radius ● Rising labor costs (minimum wage will
increase to $15/ hour by January 1, 2023 with $1 increase every year in between)
● With rising labor costs comes potential rising cost for certain foods and/or supplies. A threat exists if you need to raise prices or find new suppliers because you may lose business.
14
★ Competitive Analysis Worksheet
○ The Business: La Casita Nueva Restaurant
○ Competitor A: El Guero Mexican Grill Restaurant
○ Competitor B: La Palapa Mexican Restaurant
○ Competitor C: Algobertos Taco Shop
Competitor A: El Guero Mexican Grill Restaurant:
- This Mexican restaurant has been open since 1990. Serves breakfast, lunch and dinner. Casual and family friendly dining establishment
- This restaurant is 0.10 miles away – 57113 Twentynine Palms Hwy. Yucca Valley, CA 92284
- Hours: Tuesday: 7:00am-9:00pm; Wednesday - Monday: 7:00am-8:00pm
Competitor B: La Palapa Mexican Restaurant:
- Mexican & Seafood restaurant – serves lunch and dinner. Casual and family friendly dining establishment
- This restaurant is 0.70 Miles Away – 57173 Sunnyslope Dr. Yucca Valley, CA 92284 - Hours: Sunday-Friday: 10:00am - 9:00pm; Saturday: 10:00am - 8:00pm
Competitor C: Algobertos Taco Shop:
- Traditional Mexican restaurant that serves lunch and dinner. Fast and extremely casual located in a strip-mall with counter service.
- This restaurant is 1.30 Miles Away – 56143 Twentynine Palms Hwy. Yucca Valley, CA 92284
- Hours: Mon-Sat: 8:00am - 10:00pm; Sunday: 8:00am - 9pm
FACTOR The
Business
Competitor
A
Competitor
B
Competitor
C
Importance to
Customer
Products S S S S 5
Price S S S S 5
Quality S S S S 4
Selection S S S S 4
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Service S S S S 4
Reliability S S S S 3
Stability S S S S 2
Expertise S S S S 3
Company
Reputation
S S S S 4
Location S S S S 5
Appearance S W S W 3
Sales Method S W S S 1
Credit Policies S S S S 1
Advertising W W W W 3
Image S S S W 3
★ Competitive advantages and disadvantages: ○ Advantages:
■ High traffic exposure as located on Highway 62 (Twentynine Palms
Hwy.), which is the main street for the town
● Restaurant is on a corner lot with easy access and ample parking
■ Well-established family business since 1993
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■ Large square footage, thus can accommodate large parties
■ Supports local high school
■ The adjacent Kokopelli’s Katina attracts new guests as it has live music,
events, full bar, and karaoke
Disadvantages:
■ Lacking website, so potential customers find information about the
restaurant primarily through their Facebook page and other online sites
(Yelp, Tripadvisor, the Yellow Pages, Foursquare, Zomato etc.
● Hours posted on different online sites vary from site to site
● Leads to incorrect information posted, especially regarding
restaurant hours, leading to potential disappointment with
customers and lost business
■ Does not serve breakfast, as competitor A, B, and C do
● Missing opportunity for morning breakfast market
■ Not part of Yucca Valley Chamber of Commerce, which is great for
exposure and networking
● Competitor B (La Palapa) is part of local chamber as well as
another competitor, Las Palmas Mexican restaurant
Part 3
★ Customer Analysis
○ Total Market Size
■ Yucca Valley current population is made up of 21,748 residents. The
focused market for La Casita Nueva Restaurant would be married
couples/families which would consist of more than half the population.
○ Target Market trends growth/shrinkage
■ Growth
● Tourism is on the rise
○ Tourists dine out at local restaurants
■ The town of Yucca Valley has seen an increase in
dining tax revenue:
● 2012 was estimated a little under $300,00;
2017 was estimated nearing $400,00
(http://yucca-
valley.org/pdf/news_events/YV_Tourism_Im
pacts.pdf)
○ Occupancy rates for vacation rentals (Airbnb,Vrbo, etc.),
hotels, motels are growing as a result of visitors to Joshua
Tree National Park
■ The town of Yucca Valley has seen an increase in
hotel occupancy tax revenue:
● Year 2012 was estimated around $190,000;
year 2017 was estimated around $320,000
○ Art tours are becoming more popular
○ Popular festivals are driving in tourists (Bhakti Fest in
Joshua Tree, Joshua Tree Music Festival, etc.)
17
○ King of the Hammers off-road event in February is bringing
in more attendees
○ Market Potential and realistic future forecast
■ Joshua Tree National Park has seen an increase in visitors, thus more
opportunities for dining out at local restaurants
● Year 2016 had over 2.5 million visitors; Year 2017 had 2,853,619
visitors, continuing with four consecutive years of record visitation
numbers (Land, 2018).
○ Barriers to entry such as technology, qualified employees, high startup costs
■ As this restaurant is already well established, the barriers to entry have
already been faced (location, start-up capital, attracting customers,
marketing, health regulations, etc.)
★ Demographic Market Segments: Yucca Valley, CA (“Yucca Valley,” 2019)
○ Age
■ Median Age: 42.4
■ 16,553 adults; 4,137 are seniors
■ Number of Veterans 2,461
● Male 2,145
● Female 316
■ Target Market Age: between mid 20’s to mid 40’s
○ Gender
■ 51.99% - Female (11,169)
■ 48.01% - Male (10,314)
○ Marital Status
■ Marriage Rates:
● Overall Marriage Rate - 46.1%
● Male Marriage Rate - 47.6%
● Female Marriage Rate - 44.7%
■ Household types
● Rates: Home ownership (62.5%); Rent (37.5%)
○ Married: Own (73.6%); Rent (26.4%)
○ Non Family: Own (64.5%); Rent (35.5%)
○ By Gender:
■ Female: Own (33.9%); Rent (66.1%)
■ Male: Own (23.6%); Rent (76.4%)
● Average Family Size: 3.13
● Average Household Size (persons per household): 2.44
○ Race
■ White - 80% (17,188)
■ African American - 6.3% (1,348)
■ Two or more races - 5% (1075)
■ Some other race -4.3% (930)
■ American Indian and Alaska Native - 2.9% (619)
■ Asian - 1.4% (291)
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■ Native Hawaiian and Other Pacific Islander - 0.1% (32)
● Hispanic -
○ White - 62%
○ African American - 0.4%
○ Two or more races - 8.9%
○ Some other race - 13.6%
○ American Indian and Alaska Native - 7.6%
○ Asian - 6.7%
○ Native Hawaiian and Other Pacific Islander - 0.7%
● Non-Hispanic -
○ White - 83%
○ African American - 7.6%
○ Two or more races - 3.9%
○ Some other race - 1.9%
○ American Indian and Alaska Native - 1.7%
○ Asian - 1.7%
○ Native Hawaiian and Other Pacific Islander - 0.2%
★ Socioeconomic (“Yucca Valley”, 2019)
○ Income - Median
■ Household: $44,428
■ Families: $62,557
■ Married Families: $77,738
■ Non- Families: $26,879
○ Education – Social Status
■ Data is for educational attainment for individual over age 25
● Graduate degree - 6.8% (1,053)
● Bachelor's degree - 9.0% (1,398)
● Associates degree - 9.6% (1,484)
● Some college - 34.3% (5,316)
● High school graduate - 28.4% (4,408)
● 9th to 12th grade - 8.8% (1,357)
● Less than 9th grade - 3.2% (491)
○ Occupation
■ Labor Force Participation: 53.2%
■ Employment Rate: 44.8%
■ Unemployment Rate: 13.1%
■ Occupations (“Business and Economy,” 2019)
● Management, Business, Science, and Arts: 30%
● Natural Resources, Construction and Maintenance: 14.2%
● Production, Transportation and Materials Moving: 5.1%
● Sales and office: 25.7%
● Service: 25%
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★ Purchase Behavior
■ Considering this a low-income area, many people from the ages 16- early
20’s have a very high purchasing behavior.
● Young high school students and college students spend their time
eating out with friends. Their food options are very influential and
can be persuaded to try new places.
● There aren’t too many places for this market to experience, so
food can be a big focus for how they spend their time. Considering
that La Casita is within a mile and half away from Yucca Valley
High School, this can be a good market for them.
■ Aside from this market, families are very likely to eat out at authentic
Mexican Restaurants.
● Besides typical fast food places such as Del Taco, McDonalds,
Applebees, etc, there aren’t very many restaurants that have a
high quality rating.
● The biggest and most liked restaurant markets in Yucca Valley are
Mexican, which explains the high amount of them in the area. The
family market typically tends to dine in with their kids and family.
■ Another purchasing behavior depends strongly on price. The best price
ranges for eating out are between $11 - $25 per person.
● Prices higher than this range will most likely cause consumers to
not choose to put their money towards this establishment.
○ Communication Style
■ Many people are more modern in their communications where they will
search the web, make phone calls and some can rely on social media at
times.
■ When looking for a restaurant, many customers use the internet as their
initial tool through their cell phones or laptop.
○ Geographic
■ Region
● Southern California: High Desert: Morongo Basin including the
communities/ cities of Morongo Valley, Yucca Valley,
Pioneertown, Landers, Flamingo Heights, Joshua Tree,
Twentynine Palms, and Wonder Valley
■ Population of Yucca Valley (“Yucca Valley,” 2019)
● 21,748 as of 2017
■ Density of Yucca Valley (“Yucca Valley,” 2019)
● Density (mi²): 543.49
● Town
★ Psychographic Consumer Behavior:
○ Personal activities
■ Many people in this area have families and their teenage kids go to Yucca
Valley High School. The majority of students participate in sports such as
football, cross country, track, cheerleading, baseball, etc. Many people
20
after games go out to eat for celebrations. The young market tends to
spend their own time attending school, college, or going out.
■ Volunteering
■ Hiking
■ Visiting coffee shops
○ Group activities
■ The older market, their families, spend their time with their kids going out
as families to the movies, the park, and even food places.
■ Attending local concerts (Concerts in the Park)
■ Attending community sponsored events (e.g. health fairs, Earth day
celebration, Gourd festival, Morongo Basin Orchid Festival, holiday
events, etc.)
■ Attending art galleries events/ tours
■ Grubstake Days (carnival, rodeo, parade, 5K run, horseshoe competition,
business decorating contest, beard contest, dance, Pony Express ride,
golf tournament, tug of war competition, etc.)
■ Paint nights
■ Going out to bars
■ Dancing
○ How time is spent
■ Visiting Joshua Tree National Park (hiking, camping, picnicking, etc.)
■ Attending local sport events (youth soccer, youth baseball & softball,
tennis, swim, BMX racing, high school sports, etc.)
■ Participating in sports
■ Volunteering
■ Dining out
■ Going to the movies
■ Shopping
■ Attending community fairs
○ How they think (decision process)
■ Shop local and support local businesses
■ Community oriented
○ Other
■ AIO (activities, interests, opinions)
● Activities: work, hobbies, social events, entertainment, community,
shopping, sports
● Interests: family, home, job, community, recreation, food, media,
achievements
● Opinions: social issues, business, economics, education,
products, future, culture
★ Media and Communications used
○ Traditional Marketing
● Newspaper: Hi- Desert Star
○ Restaurant mentioned in article (Sanson, 2016).
21
○ Restaurant mentioned in an event that took place at the
restaurant (Shaw, 2015).
○ Letter to editor, Executive director of Boys and Girls Club
of the Hi-Desert thanking restaurant for donating silent
auction items for the Blue and White Gala annual live and
silent auction at the Boys & Girls Club (Perrance, 2014).
○ Letter to editor, mentioning La Casita (Turner, 2014).
○ Letter to editor, thanking business for its involvement and
support for a recent fundraiser, (Handley. 2011).
○ Letter to editor, thanking business for sponsorship
(McKittrick, 2007).
○ Article about graduation of Citizens on Patrol academy
held at La Casita(Biggerstaff, 2007b).
● The Local Pages phone book (listed with address and phone
number)
● The Real Yellow Pages online listing
● Outdoor: “human directionals” or sign spinning (Biggerstaff,
2007a).
● The Real Route 62 Guide to the Joshua Tree Gateway
Communities produced by The Sun Runner Magazine (listed
under dining in Yucca Valley) (Brown, 2013).
○ Nontraditional Marketing
■ Philosophy
● More flexible, uncertain, and subjective
● Focuses on execution above planning
■ Capabilities and Benefits
● More credible and efficient
● Creates “Buzz”
■ Budgeting
● Many costs are unknown and cannot be predicted
■ Target Audience
● Non-discriminatory, all-inclusive
● The intended audience selects itself
■ After doing research, La Casita Nueva Restaurant doesn’t currently
appear to be using any non-traditional marketing techniques, however, in
the past they have done the following:
● Street Marketing: They use to have a sign twirler a few years back
at the stop signs surrounding the restaurant
● Events: The restaurant still puts on live music and events,
however, use to have a lot more evening events for the public
then they currently they do.
○ Social
■ Facebook page (https://www.facebook.com/LaCasitaRestaurantYV/)
● @LaCasitaRestaurantYV
22
■ Twitter: No account but name (La Casita Restaurant in Yucca Valley)
tagged in other Twitter users posts
■ YouTube - Promotional video (2017)
■ Instagram: #lacasitayuccavalley
La Casita Restaurant
■ Review and localization sites:
● Yelp - is a claimed business page (https://www.yelp.com/biz/la-
casita-nueva-mexican-restaurant-yucca-valley)
● Foursquare - (https://foursquare.com/v/la-casita-
restaurant/4b930f50f964a520373234e3)
● Tripadvisor - (https://www.tripadvisor.com/Restaurant_Review-
g33304-d2435262-Reviews-La_Casita-
Yucca_Valley_California.html)
● Zomato - (https://www.zomato.com/palm-springs-ca/la-casita-
restaurant-yucca-valley)
● Untapped - (https://untappd.com/v/la-casita-restaurant/264956)
● Skyscanner - (https://www.skyscanner.com/trip/yucca-valley-
ca/restaurants/la-casita)
● Restaurant Guru - (https://restaurantguru.com/La-Casita-Yucca-
Valley)
● Roadtrippers - (https://maps.roadtrippers.com/us/yucca-valley-
ca/food-drink/la-casita-restaurant-yucca-valley?lng=-
116.41868100424364&lat=34.123290139526176&z=15.08441370
0736322&a2=p!6,s!26)
● America’s Best Value Inn and Suites under Red Lion Hotels
Corporation - Local restaurant -
(https://www.redlion.com/ca/yucca-valley/americas-best-value-inn-
suites-joshua-tree-national-park#dining)
● Postmates - Delivery service https://postmates.com/merchant/la-
casita-restaurant-yucca-valley
■ Publicity:
● Thrillist - Mentioned in article (Shouse, 2014)
(https://www.thrillist.com/drink/los-angeles/best-joshua-tree-bars-
thrillist-los-angeles)
● Kate’s Lazy Meadow under Kate’s Lazy Desert (Kate Pierson of
B-52’s) - Mentioned as a local restaurant (Local Desert, 2019)
(https://www.lazymeadow.com/Local-Desert-Fun.html)
● Meetup - Restaurant mentioned in an hiking group trip itinerary -
(https://www.meetup.com/los-angeles-hiking-
group/events/247261178/)
● Joshua Tree Visitors Guide - Listed as one of the recommended
places to eat - (http://joshuatree.guide/restaurants)
○ Search engines
23
■ The following search engines reveal information about La Casita Nueva
Mexican Restaurant using the exact search words: La Casita Nueva
Mexican Restaurant, 57154 29 Palms Hwy, Yucca Valley, CA
■ Listed below each search engine are the top five search results with the
search results of duplicate sites removed.
● Google (11,000)
○ Yelp - https://www.yelp.com/biz/la-casita-nueva-mexican-
restaurant-yucca-valley
○ Tripadvisor -
https://www.tripadvisor.com/Restaurant_Review-g33304-
d2435262-Reviews-La_Casita-
Yucca_Valley_California.html
○ Mapquest - https://www.mapquest.com/us/california/la-
casita-nueva-mexican-restaurant-356402527
○ Facebook -
https://www.facebook.com/LaCasitaRestaurantYV/
○ Zomato - https://www.zomato.com/palm-springs-ca/la-
casita-restaurant-yucca-valley/menu
● Bing/ MSN (3,370 results)
○ Restaurant website (unavailable) - www.golacasita.com
○ Yelp - https://www.yelp.com/biz/la-casita-nueva-mexican-
restaurant-yucca-valley
○ Local Yahoo - https://local.yahoo.com/info-20921720-la-
casita-original-restaurant-yucca-valley
○ Mapquest - https://www.mapquest.com/us/california/la-
casita-nueva-mexican-restaurant-356402527
○ MenuPix -
https://www.menupix.com/california/restaurants/5546348/L
a-Casita-Menu-Yucca-Valley-CA
● Yahoo (3,350 results)
○ Yelp - https://www.yelp.com/biz/la-casita-nueva-mexican-
restaurant-yucca-valley
○ Mapquest - https://www.mapquest.com/us/california/la-
casita-nueva-mexican-restaurant-356402527
○ Local Yahoo - https://local.yahoo.com/info-20921720-la-
casita-original-restaurant-yucca-
valley;_ylt=Awr9Jh0ch8dcRh8A3z9XNyoA;_ylu=X3oDMTE
yb2d1aTQ3BGNvbG8DZ3ExBHBvcwMzBHZ0aWQDQjcw
MTJfMQRzZWMDc3I-
○ Facebook -
https://www.facebook.com/LaCasitaRestaurantYV
○ Tripadvisor -
https://www.tripadvisor.com/Restaurant_Review-g33304-
24
d2435262-Reviews-La_Casita-
Yucca_Valley_California.html
● AOL (3,330 results)
○ Yelp - https://www.yelp.com/biz/la-casita-nueva-mexican-
restaurant-yucca-valley
○ Mapquest - https://www.mapquest.com/us/california/la-
casita-nueva-mexican-restaurant-356402527
○ Local Yahoo - https://local.yahoo.com/info-20921720-la-
casita-yucca-valley
○ Facebook -
https://www.facebook.com/LaCasitaRestaurantYV
○ Tripadvisor -
https://www.tripadvisor.com/Restaurant_Review-g33304-
d2435262-Reviews-La_Casita-
Yucca_Valley_California.html
● DuckDuckGo
○ Yelp - https://www.yelp.com/biz/la-casita-nueva-mexican-
restaurant-yucca-valley
○ Mapquest - https://www.mapquest.com/us/california/la-
casita-nueva-mexican-restaurant-356402527
○ Local Yahoo - https://local.yahoo.com/info-20921720-la-
casita-original-restaurant-yucca-valley
○ Tripadvisor -
https://www.tripadvisor.com/Restaurant_Review-g33304-
d2435262-Reviews-La_Casita-
Yucca_Valley_California.html
○ Facebook -
https://www.facebook.com/LaCasitaRestaurantYV
● Esocia (3,380 results)
○ Tripadvisor -
https://www.tripadvisor.com/Restaurant_Review-g33304-
d2435262-Reviews-La_Casita-
Yucca_Valley_California.html
○ Yelp - https://www.yelp.com/biz/la-casita-nueva-mexican-
restaurant-yucca-valley
○ Mapquest -
https://www.mapquest.com/us/california/mexican-
restaurants-yucca-valley/la-casita-restaurant-356402527
○ Facebook -
https://www.facebook.com/LaCasitaRestaurantYV
○ The Real Yellow Pages -
https://www.yellowpages.com/yucca-valley-ca/mip/la-
casita-15012283
25
Part 4
★ Marketing Objectives and Goals
○ Expected results
■ Within course time frame (within 4 months)
● Implement a new website within 4 months from May.
○ Customers are highly engaged in technology and it will
only be a useful tool for others to view the menu before
attending
○ Customers and potential customers should be made aware
when events and activities will be going on at the
restaurant which will only help draw in more business
● Maintain SWOT analysis frequently - monthly recommended
● Maintain Strengths and Opportunities
○ Opportunities within the travel industry, students, and
families
● Inspire outdoor dining with outside live music (within a reasonable
time frame for local neighbors and to comply with city regulations)
● Grow social media presence to help millennials be aware of La
Casita
○ This will also allow opportunity to grow the name of the La
Casita Nueva name.
● Offer weekly specials providing a better deal for lunch on one day
of the week between specific hours of the day from 10 - 4 pm.
■ Future
● Determine specials of the restaurant that bring back the
customers by analyzing with SWOT analysis
● Go above and beyond for customer service
● Create a strong bond within the workforce & employees
● Continue or start networking within the community by participating
in fundraisers for students, attending & catering to nearby events
such as the park next door.
● Continue to provide high customer service for families
● Expand in the market of the Travel Industry
○ During big events such as the Joshua Tree Music Festival,
Coachella, etc, highlight and promote La Casita through
various ways such as social media, big signs, etc.
SMART OBJECTIVES
Advertising Objectives
● Create Digital Flyers ● Post flyers around various places
around the area such as the park, chamber of commerce, high school, local banks
● Definite advertising within social
26
media to help reach out to the younger market
Media Objectives ● During Coachella, Stagecoach, other festivals, focus on Tourism and highlighting Joshua Tree (provide information on beautiful places to see in Joshua Tree as well as other tourism spots in the area. People love hearing about where to check out and that can help promote La Casita through Yelp, Trip Advisor, etc. Good reviews will help this overall market get interested
○ Providing pamphlets with Joshua Tree information can help promote as well
● Create a monthly or weekly budget on advertising to the Media
● Post regularly - weekly is recommended
Public Relations Objectives ● Increase the awareness of Joshua Tree and the environment they live in
● People, especially millennials, are very involved with the environment and keeping a “leave no trace” attitude. Implementing this will not only give La Casita Credibility, but will also help the community.
● Maintain and increase social media presence for the calendar year
Communication Objectives ● Reach families, tourism, and students are the area
● Must promote the type of people that come in by posting stories, writing articles, newspapers and sharing on social media
Marketing Objectives ● Goal is to bring in many customers to enjoy La Casita’s great food and customer experience in a family environment
● Achieve a set sales goal for the next calendar year as well as creating a budget to help advertise
27
★ Strategic and Tactical Recommendations
○ Creating a strong restaurant business plan is important to the success of La
Casita Nueva which is why we came up with strategic and tactical goals in order
to meet the next level standard of the restaurant
■ The strategy to accomplish goals
● The tactics to meet the strategic goals
■ Grow In Restaurant Traffic / Creativity of the Restaurant
● Offer more customer desired daily specials
● Increase monthly and daily net sales
○ Having a goal for bringing in a certain amount of customers
on a daily, weekly or even monthly basis. Accomplishing it
by using email, the website, social platforms, and other
strategies to bring new and returning customers in
● Implementing small changes to the restaurant design by including
new dishes and drinks, presentation, and variations on service
● Promote by having specials, gift cards and discounts for referrals
■ Improving Customer Satisfaction
● Improve customer satisfaction (especially by going over customer
reviews from online and face-to-face interactions)
● Encouraging customers to post online reviews and fill out short
surveys when signing for their bill regarding customer experience.
■ Ensure Food Service, Quality and Safety
● Ensure chef’s are getting monthly evaluations along with all other
staff to make sure the restaurants standards for quality and
knowledge of food is being upheld
● Making sure OSHA regulations are being met, along with all FDA
policies are being followed and maintained
■ Increasing Employment Satisfaction
● Having weekly staff meetings with managers and other employees
will increase the flow of the business so checking in and
communicating with employees on a regular basis
● Posting two week schedules a week in advance so employees
can plan their personal lives accordingly.
■ Increase Technology Involvement
● Embracing technology is vital especially in our world today so
improving and monitoring the website and technology the
restaurant is using is a key
○ Social media engagements - Facebook, Twitter, Instagram,
etc.
○ Posting job hiring and openings online
○ Restaurant information
○ Event information
○ Potential vendor and supplier information
28
○ Using a user-friendly check out service device and
software system so meals can be placed and inputted
quickly
★ Secondary Research
○ Review of published databases, journal articles, trade magazines, newspapers.
● News publication: Business operations: Using technology to
improve operational processes (Matthews, 2018)
○ Found on Fourth Source website
■ This article focuses on the use of technology in a
business and how it can improve operations
efficiency
■ Some operations to focus on are communication,
customer service, project management,
conferencing, and automation.
● Journal Article: Factors That Affect And Enhance Customer
Satisfaction (Alanazi & Bach, 2016)
○ Quest Journals: Journal of Research in Business and
Management
■ This article concentrates on customer satisfaction
highlighting the crucial factors that affect it and
what it is important for business success.
● Research Report: Employee Job Satisfaction and Engagement:
Revitalizing a Changing Workforce (“Employee Job,” 2016)
○ Conducted by Society for Human Resource Management
■ This report is a employee survey completed
annually aiming to recognize the factors that
prompt employee satisfaction and engagement in
the workplace.
● Journal article: The Sweet Spot in Email Marketing (Zhang,
Kumar, & Cosguner, 2018)
○ Found on American Marketing Association website
■ Article gives insight into finding the right balance of
emails to send to customers to increase traffic to
business. It also highlights the importance of
customizing the email for each customer and
changing periodically.
● Journal article: The Drivers of Brand Loyalty May Surprise You
(Aaker, Marcum, & News, 2017)
○ Found on American Marketing Association website
■ Article highlights that there are two types of loyal
customers: the satisfied and the committed
■ Factors that impact customer loyalty include
dependability, emotional connection, superiority
and social media presence
29
■ Emotional connection is achieved when a brand
shows consistency and superiority
● Journal article: Rewards, Returns and Ringside Seats (Brooke,
2016)
○ Found on American Marketing Association website
■ Article examines rewards programs
● When designing a rewards program,
rational value (or monetary value) needs to
be part of the benefits, but experiential and
emotional value are a solid essential
needed as well.
■ Justify market and goals
● By focusing on various sections of the business such as
information technology and customer satisfaction, it can help the
overall business improve. Also maintaining the brand and
presence of La Casita is important through email, website, events,
and flyer promotions.
● The goal is the get customers to choose La Casita over other
Mexican Restaurants within this market, and by looking into
multiple topics, it will help enhance the business that already
exists and help improve sales and revenue in the long-run.
★ Primary Research & Results
○ Personal Interviews
■ Please see the following link for the Personal Interview for La Casita
Mexican Restaurant: https://forms.gle/NTzM3sJucBaoo9As9 or please
see Appendix A 1.1 for Personal Interview Questions
● Survey data collected and analysis results:
○ Results: https://docs.google.com/forms/d/1FBP-
v78Qvj2lxWbe3Vu6trvzdXXZ6yoSKEM96QH5B0o/edit#res
ponses
30
31
32
33
34
35
36
37
38
39
40
41
○ Analysis:
● After reviewing the results from our participants, we
can see that most of them were female at 61.5%,
from the age 31-41, single, no children and had an
income of about $50,000 - $74,000. This data ruled
out families and the younger generation, which will
help determine our target market.
● Another important factor is that 100% of the
participants said they are willing and prefer family
owned restaurants which is what exactly La Casita
represents. On top of that, the majority would prefer
live music, 53% prefer lunch than any other part of
the day, and 75.9% prefer Mexican food over other
types of food. With implementing live music at La
Casita, they would be a very likable restaurant for
many people.
● 38.5% participants research for the restaurants
menu before dining there, which shows that having
42
an online presence is an important part of the
restaurants success.
● The number one choice method preferred to use
when researching for any restaurant information
was tied at 46.2% for looking at the restaurants
website and browsing online review sites.
○ This shows La Casita needs to create a
website. Plus, they should monitor their
online reviews to realize their strengths and
weaknesses perceived by past guests, thus
create a strategy to focus on boosting
positive feedback by implementing changes.
● 84.8% of the participants mostly go on social media
and 46.2% prefer getting emails about specials and
events.
● A few incentive ideas through the results show that
48.2% enjoy alcoholic beverages when they dine,
33.3% spend an average of $20 or less, 61.5% like
free wifi, and 38.5% prefer loyalty programs to keep
coming back. By implementing the loyalty programs
with occasional deals would help this market be
more involved and to have more reason to come
back.
○ Restaurant Market Research Survey
■ Please see the following link for the Restaurant Market Research:
https://forms.gle/QBWvmYwnwK9hAN1KA or please see Appendix A 1.2
for Restaurant Market Research Question
● Survey data collected and analysis results:
○ Results: https://docs.google.com/forms/d/1qLe-
TTyuyKZFxMOuLXrU398esUiJj3hROZoJoAsBR2c/edit#re
sponses
43
44
45
46
47
48
49
○ Analysis:
■ From the results we can see that most of the
participants were 62.5% female, 68.8% single and
37.5% between the ages 22-25. This being a
general survey, much of the market shows the
majority of women who are single and are young.
■ Not only are they single, but they also live with
families still with an average of 3-4 in their
household. This is important information because
many families like to go out and eat together.
■ Because this market is a younger generation,
57.1% prefer browsing online reviews, so keeping
an online presence is vital for any restaurant in
today’s society.
■ Also, 46.2% of respondents revealed that looking at
a restaurants website is their number one choice
method to research for information about the
restaurant.
50
■ Another technological aspect to this survey shows
that 62.5% prefer specials sent to their phones via
SMS, which shows how tech savvy this market can
be.
■ When looking at other parts of the business that will
attract business shows that 58.5% prefer tacos,
and next after are burritos and enchiladas. Keeping
these specials are essential for Mexican
Restaurants. 43.8% spend $20 or less, so low
prices are important for this market. Another
important factor in making a restaurant successful
are happy hour. 73.3% prefer to drink at happy
hour which means where there is alcohol, there are
people with money and they might be willing to
purchase lunch or dinner during this time.
○ Focus Group
■ Please see the following link for the Focus Group: La Casita Mexican
Restaurant: https://forms.gle/uuUYFUvPe5TiPFSD6 or please see
Appendix A 1.3 for Focus Group Discussion Questions
■ Focus Group Detail Information:
● Location:
○ Head Start Preschool
56389 Pima Trail
Yucca Valley, CA
● Participants:
○ Total - 9
○ Parents and guardians of students attending the preschool
■ Focus Group Discussion Topics:
● The focus group followed the same questions as the personal
interviews our team conducted in order to stay consistent with
analyzing the end results.
○ Classification Section
○ Lifestyle Questions Section
○ General Questions about Restaurants Section
○ La Casita Nueva Restaurant
○ Promotions and Advertising Section
○ Entertainment
■ Information and Notes Collected
● Prior to starting the focus group, each participant filled out the
classification section on their own.
● Some questions are formatted with options for answers, but the
participants were encouraged to respond with their own answers
and discussion among each other.
51
● During the focus group discussion, the group talked openly and
interacted among each other sharing their opinions.
○ As with any focus group:
■ people were influenced by others opinions
● Some people stuck with their original
responses
● Others adapted their answer to another
person's view
● In the end, as people shared their opinions/
answers this sparked conversation with new
ideas about the topic.
● Focus Group information collected and analysis results:
○ Results:
https://docs.google.com/forms/d/1CHBOak0TyY6FF_8l1Pd
VMtDE89O-LN7mpa-zlebPT1U/edit#responses
52
53
54
55
56
57
58
59
60
61
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○ Analysis:
■ Some highlights that stood out in the focus group
as the group conversed were:
● Regarding price:
○ If the food quality is great, I will pay
a higher price; “Worth it, will pay
more”
● Regarding reasons for re-visiting restaurant:
○ Sometimes food quality and service
is not consistent:
■ “Depends on chef”
■ “Recalling my only visit,
seemed waitress didn’t want
to be there”
● Regarding attributes for selecting a
restaurant:
○ Cleanliness topped the list
● Regarding option to purchase branded
apparel, cups, etc.:
63
○ Some participants laughed and did
not understand a reason to purchase
■ “Who would want to wear a t-
shirt showing the restaurants
name”
Part 5
★ Strategic Plan
○ “Big idea”
Goal is to bring in many customers to enjoy La Casita’s great food and customer experience in a family environment through various ways such as website, employee satisfaction, technological advancement, analyzing the target market, and finding incentives to attract customers.
● Website - showcase La Casita’s authentic brand and their menu, location, and specials
● Employee Satisfaction - getting the right employees to hire ● Technological advancement - through website, emails and texting
platforms ● Target Market - younger families with 3-4 in the household
● Implementation ○ Promote family owned restaurant to the younger generation ○ 53% prefer lunch - lunch specials are a big success ○ Live Music - finding the right bands with the right type of Mexican
Music ○ Online presence - maintain through yelp, trip advisor, websites,
etc. ○ Promote Alcoholic beverages, free wifi, loyalty programs - many
browse online for menus and other various information ○ Guide promotions through Text message and Email Marketing ○ Flyers - to help post around various events in Yucca Valley - Park,
Chamber of Commerce, Yucca Valley High ○ Highlight specials - menus including most like dishes - tacos,
burritos, and enchiladas
★ Message
○ Explanation and justification of message
■ Website Promotion
● Important to promote a high quality restaurant that will showcase
their brand, image and menu. Every restaurant has to clearly
communicate their brand with an online presence in order for them
to gain interest. It's also important to communicate a fresh look
within the website because many people are discouraged with
outdated websites that does not accurately showcase what the
restaurant is all about.
64
■ Email Promotion
● It's a great use to locate the customer back to the website. It’s also
a useful tool to help showcase and communicate promotions,
loyalty programs and to give them updates of specials and live
music nights. Using this tool can also transport customers to
social media sites and other tools.
65
■ Flyer Promotion
● Message is to communicate the authenticity of the brand as well
as implement special examples, wifi and live music promotions.
Through this, the business can promote this around various areas
of the valley to gain attention and viewers. Not only can this be
distributed personally but it can also be distributed digitally.
○ Examples of message and graphics/Consistent layout design and mandatory
inclusions:
66
★ Promotions
○ Daily promotions: (options throughout various months)
■ Customers can mention they heard the restaurant advertisement on
Z107.7 fm and receive 10% off their order everyday during all hours.
■ Customers are encouraged to sign up for the restaurants loyalty club (La
Casita Amigos) to earn points for every purchase. For every dollar spent,
one point will be earned ($1=1 point) Earning 100 points can be
redeemed for $5 off the total bill. Plus, signing up for the loyalty program
entitles members to coupons, one free birthday dessert during birthday
67
month, and updates on restaurant upcoming events. New members can
sign up with an email or phone number or both.
● When first signing up for La Casita Amigos loyalty club, members
will receive $5 off their first purchase of $25 or more.
● Customers sharing their email will receive La Casita’s monthly
email newsletter.
● Customers sharing their mobile phone number will receive SMS of
food/ drink specials and events every couple of weeks (of course
they will opt in for these messages).
■ Customers can fill out a feedback card after dining and drop in our giant
margarita glass (for a chance to win a free appetizer. Drawing in held the
last day of the month. Winner will be notified by email or text message.
○ Justification of everyday promotions:
■ These promotions will attract loyal customers to return to the restaurant
and be rewarded for their patronage. The everyday promotions are
designed to stay connected with the restaurant and community showing
appreciation for community.
○ Weekly promotions: (options throughout various months)
■ Monday: Buy one Combination meal (1 item; 2 items; or 3 items) and get
one Combination meal half off (half off of equal or less value)
■ Tuesday: The three T’s day: tacos, tamales, and taquitos (shredded
chicken or beef taco(1), shredded beef tamale(1), and shredded chicken
or beef taquitos (3)) Choice of one of the T’s served with refried beans
and rice for $6. Served during all hours.
■ Wednesday: Active duty military member and veterans receive 20% off by
showing a military ID.
■ Thursday: Locals discount day with all residents of the Morongo Basin
communities receiving 20% off their total order (must show current ID to
receive discount).
■ Friday: Fajitas Friday offering fajitas for two for $19.99 (or for one for
$10.99) Choice of meats include beef, chicken, and shrimp.
■ Saturday: Visitors to the Joshua Tree National Park receive 15% off their
total order by showing their park entrance receipt to the server(dated
within seven days) and a posted selfie picture (taken while in restaurant
and can a selfie, food, drink, etc.) on Instagram, Facebook, or Twitter
mentioning the hashtag #YuccaValleyLaCasitaJTNP.
■ Sunday: Kids eat free with one paid adult entree priced $9.99 or higher.
■ Monday-Thursday; Happy Hour from 2-5pm. Also, music in Kokopelli’s
Katina. La Casita Amigos club members receive one free drink with the
purchase of one drink and one appetizer (free drink is of equal or less
value and appetizer is off of happy hour appetizer menu)
● Beers: $2.00 for domestic; $3.00 for imported
● Cocktails: $4 (Lime margaritas, red sangria, and much more)
68
● Well Liquors: Barton vodka, Barton gin, Pancho Villa Tequila,
Barton rum
● Appetizers: $6 each; Cheese nachos, chimichanga rancheros (3),
taquitos (3), street tacos (3)
■ Friday- Sunday nights: Kokopelli’s Kantina music
● Friday: Live music and dancing
● Saturday: Karaoke night
● Sunday: Open mic with local musicians and comedians
○ Justification of weekly promotions: These specials will entice customers to visit
the restaurant on certain days of the week to take advantage of the deals. Plus,
during the slow days of the week these specials will help bring traffic to the
restaurant.Some promotions are targeted to specific customers and designed to
engage with the restaurant, so the promotions are designed to connect and show
support with the local community.
○ Monthly Specials:
■ May 15, 2019 - June 15, 2019
● Purchase one of our special tacos and get one free
○ Conditions: Only one free taco can be claimed per order
■ Each month a special word (Word of the month:palabra del mes) will be
shared on restaurants Facebook page and website. Customers who
mention this word will receive 10% off their total order.
○ Justification of monthly promotions: Having monthly promotions will keep loyal
customers coming back and looking forward to the specials each month. The
“Word of the Month” is a way for customers to feel involved with the restaurant.
Also, it gives the restaurant an idea of how many customers are staying up to
date with what the restaurant has to offer.
○ Seasonal promotions:
■ St. Patrick Day (March 17)
● Green beer, cocktail, and food specials from 4-5pm
● Raffle ticket earned for every drink purchase (drink specials for the
night). One ticket will be drawn at the end of the night for one free
appetizer (up to $10) on next visit. Winner does not need to be
present to win and winner will be contacted by email or text
message and can pick up prize in restaurant.
■ Cinco de Mayo (May 5th) specials for the week
● Special drink menu with a specialty cocktail menu for $5 drinks,
plus $5 appetizer menu
● Customers who check-in with the restaurant on Facebook,
Instagram or Twitter with hashtag #YuccaValleyLaCasitaCinco will
receive a free drink (up to $5 value). Just show server the check
in.
● During dinner hours (5pm till closing) live music will play, changing
year to year from live latin bands to a mariachi band.
■ June (Graduation month)
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● Local high school grads from Morongo Basin communities can
come celebrate their success with specials. Choose from one of
the following deals. (Graduate must show a current school ID or
diploma). Graduates are encouraged to show off their
accomplishment by checking in with Facebook, Instagram, or
Twitter (or all three) and use hashtag #YuccaValleyLaCasitaGrad.
○ Buy one entree of $9.99 or more and a fountain drink and
receive one entree free (of equal or less value)
○ Free fried ice cream dessert with purchase of one entree of
$9.99 or more
○ Justification of seasonal promotions: Including seasonal promotions will attract
loyal and new customers to experience what La Casita has to offer throughout
the year for celebrations with family and friends. Plus, customers feel connected
by sharing their experiences on their social media accounts.
★ Media
○ Media Chart of all running Marketing Communications advertising and
promotions
Target Market
● Demographics:
○ Age: 25 - 45
○ Income: $40k - $60k
○ Employment Type: Full-time
○ Marital Status: married with children
○ Household Size: 3-4
○ Education: High school and some college
● Psychographics:
○ Entertainment: Live music, park visitations, Joshua Tree
Area
○ Social Class: Middle Class
○ Food Experience: High interest in Mexican foods
○ Interests: Going out with friends, going to repeat
restaurants, and going out with families
○ Social Media
● Reason for using: By using Instagram marketing we are only
increasing to our brand awareness. It is important for our
restaurant to reach our consumers and actively communicate to
them what is going on so they always feel include with current and
future events and/or specials we may have
○ Title: @lacasitayv
○ Message Goal: To show specials and delicious photos of
food
○ Images: Tons of food photos
○ % of Audience Exposed: 40%
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○ Approximate cost per spot: Cost per thousand views)
$6.70
○ Total Cost: $40.20
Time Week 1 Week 2 Week 3
12:00pm Tu M Tu, Th
5:00pm Th W N/A
● Reason for using: By using Facebook marketing we are able to
reach a target audience more efficiently. We add more value to
the organization by extending your channels of social media and
opening up opportunities for customers to make comments and
feel heard by the restaurant. Facebook helps nurture customers,
improve awareness and provide more resources to our clients.
○ Title: @lacasitatyv
○ Message Goal: Provide updates of specials, offers,
promote entertainment, and show various hours
throughout the year
○ Images: plenty of staff photos, food options, entertainment
nights
○ % of Audience Exposed: 60%
○ Approximate cost per spot: Per ad - $30
○ Total Cost: $150
Time Week 1 Week 2 Week 3
5:00pm F W Tu
12:00pm S N/A F
● Email/Text
● Reason for using: to provide specials, loyalty programs and dates
for live music
○ Title: La Casita
○ Message Goal: to get customers excited about events,
details, happy hour and food specials, as well as spread
message through word-of-mouth
○ Images: food images
○ % of Audience Exposed: 30%
○ Approximate cost per spot: N/A because of integrated cost
with website. It is included.
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○ Total Cost: Cost is with Website format
Time Week 1 Week 2 Week 3
10:30am M W T
3:30pm Tu Th Th
● Yelp
● Reason for using: By using Yelp marketing you reach to a huge
market of potential customers. Yelp is becoming a quick way for
individuals to check out new restaurants by making sure ratings
and standards meet their own.
○ Title: La Casita Restaurant
○ Message Goal: To have customers rate and give reviews
when visiting the restaurant to help build our customer
base and ensure we are meeting their standards as well as
our own
○ Images: Customer photos of food, drinks, the restaurant
itself and them having a good time
○ % of Audience Exposed: 30%
○ Approximate cost per spot: $300 per month
○ Total Cost: $275
Time Week 1 Week 2 Week 3
4:00 T Th F
6:00 M W S
● Radio - Z107.7 FM and z1077fm.com
○ 6448 Hallee Road, Suite 5
Joshua Tree, CA 92252
(760) 366-8471
○ On air and website advertisement
● Reason for using: This is the local radio station known a
“Community Radio.” This station is the only source for daily local
news, seven days a week, seven times daily. Plus, ABC news
broadcasts national news each hour. Also, the community tunes in
for the weekday morning show, community events, emergency
information, and a mix of contemporary music from the 90’s
● to today. This station has the power to reach 100,000 listeners
(Snyder, 2019).
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● The station's website (z1077fm.com) averages 50,000 unique
monthly visitors per month(Snyder, 2019).
■ On air advertisement
● Title: “Have you been to La Casita Nueva
Mexican Restaurant in Yucca Valley lately?
● Message Goal: Exposure radio listeners to
what La Casita Nueva Mexican Restaurant
has to offer
● On-air Message: “Have you been to La
Casita Nueva Mexican Restaurant in Yucca
Valley lately? Family owned since 1993,
serving authentic mexican dishes. Daily
lunch specials and don’t forget to visit
adjacent Kokopelli’s Kantina Friday nights
for live music. Mention you heard this ad on
Z107.7 and receive 10% off your order...
Fajitas, Margaritas… Always La Casita”
● % of Audience Exposed: 60%
● Approximate cost per spot: $50
● Total Cost: $1,500
■ Website advertisement (Banner Ad)
● Title:”Fajitas, Margaritas… Always La
Casita”
● Message Goal: Exposure website visitors
to the local family owned restaurant
● Images: 2 inch by 2 inch
● % of Audience Exposed: 60%
● Approximate cost per spot: Included in
contract for on air advertising as “value add”
● Total Cost: Included in On-air contract
On-air advertisement
Time Week 1 Week 2 Week 3
8:00am - 10:00am 12:00pm - 2:00pm 4:00pm - 6:00pm Total: 18 Spots
Monday-Friday (6 spots)
Monday-Friday (6 spots)
Monday-Friday (6 spots)
12:00 pm-2:00 pm Total: 12 Spots
Saturday- Sunday (4 spots)
Saturday- Sunday (4 spots)
Saturday- Sunday (4 spots)
Website advertisement
Time Week 1 Week 2 Week 3
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24 hours Sunday-Saturday Sunday-Saturday Sunday-Saturday
● Newspapers - Hi-Desert Star and Desert Trail in Yucca Valley
○ In-print and online version
○ 56445 29 Palms Hwy.
Phone: (760) 365-3315
● Reason for using: These are the local newspapers connecting the
members of the community to experience hometown pride sharing
current news and events. Readers become aware of local
businesses to patronize as they are exposed to advertisements.
○ Throughout the Morongo Basin there are many rack
location selling the weekly newspaper
■ Hi-Desert Star rack locations and the number of
racks in the Morongo Basin:
● Yucca Valley (34)
● Joshua Tree (9)
● Twentynine Palms (15)
● Marine Corps Air Ground Combat Center
(MGAGCC) (2)
● Landers (5)
● Morongo Valley (5)
● Pioneertown (1)
■ Desert Trail rack locations and the numbers of
racks in the Morongo Basin:
● Yucca Valley (2)
● Joshua Tree (5)
● Twnentynine Palms (22)
● MGAGCC (7)
● Morongo Valley (5)
○ Title: Fajitas, Margaritas… Always La Casita
○ Message Goal: To provide information on what La Casita
is all about as well as various promotions
○ Images: flyers, pictures of food/drink special, etc
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○ % of Audience Exposed: 70%
○ Approximate cost per spot: $40 x 3 =$120
○ Total Cost: $240
Hi-Desert Star & Desert Trail
Time Week 1 Week 2 Week 3
Newspaper out weekly
Thursday Thursday Thursday
Newspaper out weekly
Thursday Thursday Thursday
NON- TRADITIONAL MEDIA
● Website
● Reason for using: to provide valuable information on deals,
promotions, contact, menu, and an overall presence
○ Title: La Casita Restaurant
○ Message Goal: Provide a high quality appearance in
overall environment as well as food
○ % of Audience Exposed: 90%
○ Approximate cost per spot: WebSelf $6.95 per month
○ Total Cost: yearly cost - $83.40
Time Week 1 Week 2 Week 3
All All All All
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All All All All
★ Measurement
○ How will we measure the success
■ Benchmark and success measurements
● Overhead Rate –
○ Fixed costs is vital because it is one bill, one price. It is
very important to know how much fixed costs are on an
hour-by-hour / day-by-day basis with La Casita Restaurant.
The overhead rate would be a way to understand how
much it cost to run the restaurant when only viewing our
fixed costs. A way of calculating that would be as follows:
○ Total Indirect (Fixed) Cost / Total Amount of Hours Open =
Openhead Rate
● Break Even Point –
○ La Casita is an established restaurant, however, with
future upgrades/redesigns, equipment purchases and the
new marketing campaign and ordering system that may be
implemented at a later date it is important to figure out
ahead of time the break even point to determine how long
down the road it will take to pay for itself. To calculate this
you can use the following formula:
○ Total Fixed Costs / ((Total Sales – Total Variable Costs) /
Total Sales) = Break Even Point
● Food Cost Percentage –
○ La Casita takes great pride in being a reasonably priced
establishment for its customers. From a business aspect it
is important to know the cost of making the menu items
(taking into consideration all ingredients in the dish) and
the actual selling price of it. This is crucial to a business to
ensure we are not underpricing items, as well as, not
overpricing our items. La Casita wants to remain a fair
priced restaurant for its customers. To calculate this you
can use the following formula:
○ Food Cost / Total Sales = Food Cost Percentage
● Cost of Goods Sold
○ Having the right and correct food inventory during specific
seasons/weeks throughout the year it key. It’s important to
monitor the cost of goods sold because it is usually one of
the largest expenses for a restaurant. By us being able to
identify ways to reduce cost for La Casita by negotiating
lower pricing with our food distributor or selecting in-
season ingredients, it is possible for us to increase
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margins. To calculate this you can use the following
formula:
○ Beginning Inventory + Purchased Inventory – Final
Inventory = Cost of Goods Sold
● Prime Cost –
○ The prime cost would be the total labor costs and the cost
of goods sold as a whole. This would include salary and
hourly based employees, benefits, expenses and other
things of that sort plus the cost of goods sold. Our goal
would be to get our prime cost as low as possible but
logically it will make up around 50%-70% of our total sales.
We want to decrease cost and increase profit. To calculate
this you can use the following formula:
○ Labor + Cost of Goods Sold = Prime Cost
● Gross Profit –
○ Gross profit would show the profit of the restaurant makes
after eliminating the cost of goods sold. To calculate this
you can use the following formula:
○ Total Sales – Cost of Goods Sold = Gross Profit
■ SWOT Analysis
■ PESTEL Analysis
Political ● Pricing ● Tax rates ● Wage legislation ● Regulations on work for employees ● Employee benefits ● Product labeling on menus
Economic ● Labor costs and productivity ● Economic growth rate ● Discretionary income ● Unemployment rate ● Inflation rate ● Interest rates
Socio-Cultural ● Demographics and skill level ● Education level ● Culture (gender and social roles) ● Attitudes (health and environmental
consciousness)
Technological ● Social Media Marketing ● Communication with the public ● Mobile technology - Geolocalization ● Optimized scheduling software ● Digital inventory tracking
Environmental (ecological) ● Weather ● Air and water pollution ● Recycling ● Attitudes toward “green” or ecological
products (straws)
Legal ● Discrimination law ● Consumer protection and e-commerce ● Employment law ● Health and safety law
Part 6
★ Marketing Plan Advertisements and Promotion Samples
○ Website Link & Various Pages
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■ Website Link:
https://la-casita-nueva-mexican-restaurant-25.webself.net/
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79
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○ Advertisement/Promotion Samples - Can modify any promotion into email
format, website section, social media, etc.
■ Graduation Promotion
■ Happy Hour/ Live Entertainment
■ The Three T’s - Tacos, Tamales, Taquitos Promotion
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Graduation Promotion
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Hour/ Live Entertainment Promotion
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Three T’s - Tacos, Tamales, Taquitos Promotion
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Elevator Speech
Problem: There is no website for the restaurant and there is a lack of presence of marketing to
their ideal audience. It is necessary to have a proper online presence and resources for people
to make the best decisions. They also lack entertainment and the overall experience that they
can easily portray through La Casita.
Goals: The goal for La Casita is to find opportunities within the community, tourism and
families. This can be achieved by networking, creating high quality marketing materials,
promoting through their website, email, and flyer promotions. Providing incentives can also be a
motivator to connect to others and provide them to more information of La Casita . They can use
a chosen tradition and non traditional mediums to convey the message and brand.
Success: People can make better decisions and judgements based on information provided to
them. It can also be a great first impression through a modern look of a website as well as other
marketing materials. Being open, honest and transparent of what La Casita has to offer will be
the reason for their future success.
Conclusion
The marketing plan is essential for any business in realizing the steps to outline the business
goals, define the market, and market to the correct customers all while laying out the specific
actions to follow in order to attract customers. The marketing plan is not a one-time endeavor as
it needs to be updated regularly as to adjust to any business strategy changes and tools to
achieve the new tactic.
In preparing La Casita Nueva Mexican Restaurant marketing plan, steps were taken to narrow
down the specific marketing actions to take in order to successfully market to the targeted
customer base. Research was completed to discover the nearby competitors and determine the
ways for La Casita to differentiate from them. After a SWOT analysis was completed, a clear
idea of the restaurants advantages and disadvantages were exposed, giving direction for a path
of improvement. After researching via primary and secondary research via a market research
survey, personal interviews, focus group, and articles, the target market was determined, and
evidence was found to support the new objective purpose.
Some objectives outlined were to offer more daily specials, concentrate on improving customer
satisfaction, ensure food service, quality, and safety, increase employee satisfaction, and
increase technology involvement. One of the first objectives is to set up the restaurant’s website
within four months from May, as to allow the restaurant to showcase what they have to offer
including their menu, events, promotions, and brand. Included in the marketing plan is a
simulated website, promotional advertisements for various media, including social sites,
newspapers, radio, and email contained within in a media chart. The website will be a powerful
marketing tool that connects La Casita with its loyal customers and potential customers,
increasing exposure to bring in more traffic, thus boosting sales and profit.
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Appendices
1.1 Personal Interview Questions
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92
93
94
95
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1.2 Restaurant Market Research Survey
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98
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1.3 Focus Group Discussion Questions
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Group Members Contribution:
