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Lean Scene

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Jonn Graff

on 27 April 2010

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Transcript of Lean Scene

The Lean Scene

by: Jonn Graff
Marc Peretzman
Andrew Maliszewski
Introduction: Industry Analysis
Market Profile
Demographics and Psychographics
Customer Expectations
Service Quality
Employee Strategies
Customer Retention
Promotional Plan
Industry Analysis:

The fast-food industry is a $120 Billion dollar industry with most of those sales attributed to McDonalds, Burger King, and Yum Brands

Little to no innovation to accommodate those people who eat not only quickly but healthy

The fast-food industry is intensely competitive between the large companies; competition is based on price, not product differentiation

Evos and Au Bon Pain would be Lean Scene's direct competitors
McDonalds, Burger King, Wendy's, KFC, etc. are secondary competitors

Customers expect quick food that is consistent with the brand

Market Profile: The fast food industry is projected to pass the $170 billion mark, even with today’s economy

Trends: Going Green, Legislations, & Less DIscretionary Income = Opportunities for Lean Cuisine

Going Green: Lean Scene can only use recycled items (i.e. Napkins), Go Green Marketing Campaigns, Using healthy and organic food products can be tied into being healthy for yourself and for the environment

Legislation: Legislation is being passed forcing fast-food companies to post their nutritional info and calorie counts...leads to a huge source of competitive advantage for Lean Scene

Less Discretionary Income: Prices are cheap so entices customers in since the restaurant industry is losing money and the fast food industry is booming Demographics and Psychographics: Core Customers for the fast-food industry are in the 18-24 age bracket

70% of the under 30 age groups (male and female) currently purchase Lean Cuisine Products

Middle-Aged women ("Soccer Moms")--for themselves and their children--mainly eat fast-food for speed and convenience

Senior Citizes--Potential for Diabetic Friendly Meals and Early Bird Specials

Health-Conscious Customers:
-68% of U.S. Citizens are Obese or overweight (fast-food customers already)
-People that are healthy already (not currently in the fast-food industry)
-Percentage of people who try to lose weight every year but fail is 25% of all men and
48% of all women Customer Expectations: The breakdown of complaints from women of current fast-food restaurants was 30% cited unhealthiness of food, 30% cited lack of options, 20% cited the quality of food, and 20% surprisingly cited poor service

80% of the women polled also noted that they currently eat fast-food because of the speed and convenience

The breakdown of complaints from men was 50% cited unhealthiness of food, 30% cited lack of options, and 20% cited quality of food.

70% of the men polled said they currently eat fast-food because of speed and convenience

Service Quality service quality will be higher than those of a generic fast food restaurants

Employees will have a great understanding of each of the food items offered, including ingredients and nutritional information (scripts could be provided)

Lean Scene differentiates itself on quality of food, having a great knowledge of the product will help in adding value to the sale, and ultimately excite the customer about the purchase which they had just made

In order to show a the high level of the restaurants service quality compared to the industry, all functions of the restaurant must be clean, quick, and stress free

The Key is not to rush customers in and out, but let them move at their own pace (whether quick or slow) ServiceScape Exterior Environment:
-Ample parking
-Lots of signage
-In a natural environment
Interior Environment
-Very clean and stylish
-Signage all over the walls with nutritional information and pictures
-Green and yellow colors
-Soft-rock music
-Employees will wear uniforms
-Brochures will be available

Employee Strategies Employee Training to make them knowledgeable

Relationship marketing

Make Customers feel comfortable

Ask customers their names when they walk in

Customer Retention Frequent buyer cards

Health-Based Activities and contests:
-postings of weight loss success on a ‘community board’ in the restaurant -
-contests with healthy lifestyle goals can be held
-sponsor local health awareness functions
-get the restaurant’s name put on anything with a positive health conscious
reputation Pricing cost based pricing
-costs will be lower for the consumers than it is in the supermarkets
-Packaging costs are lower in store
-Figure out profit margins ahead of time

Prestige Pricing
-Main distinguishing fact is differentiation not price
-Increases profit margins compared to cost based pricing Promotional Plan Decided to call it Lean Scene, to keep a hint of Lean Cuisine involved to capitalize on established brand loyalty

At the same time distances itself far enough away from instore supermarket products to create a chic atmosphere

Advertising campaigns

Promotional Events

P.R. Statements through radio ads, television ads, social medias, health blogs, local health clubs, and any prints concerning health and fitness

Part of the local community

Full transcript