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Infrastructure Growth Brand Building: 

Infrastructure Growth Brand Building

INFRASTRUCTURE: 

INFRASTRUCTURE There are five key infrastructure components that are critical to building successful multi-unit concepts. Vision People Customer Loyalty Brand Growth Financial Return Each of those components is maintained through the use of Tools Measurements Rituals *The importance of understanding the five key components, how they are interdependent, how they are managed and how they are measured cannot be overstated.

The Five Critical Success Factors: 

The Five Critical Success Factors

BOH Style Guide: 

BOH Style Guide

Master Mapping: 

Master Mapping

PowerPoint Presentation: 

T he Five Critical Success Factors are designed to build and maintain infrastructure by a) continuously refining systems and processes b) expanding margins and market share c) transcending attrition and the need for direct oversight

PowerPoint Presentation: 

GROWTH Sustainable and fiscally responsible growth requires, first and foremost, a willingness of the entire team to commit to a vision and a plan.

PowerPoint Presentation: 

Some basic and often overlooked truths of PHYSICAL Growth are: Calculated risks are cheaper than missed opportunities. Always factor inflationary standards into year-over-year labor, COGS and sales projections. Always build growth plans based on available human as well as financial resources. Without the right people to execute, the capital is meaningless or lost. Never rely on future or expected profits of an existing location for the working capital of a new location .

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CASE STUDY: TACO MAC

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25 successful big box locations in 15 years requires adherence to simple truths: Never change or compromise what originally made you successful in order to grow Choose locations where your customer will be, not just where they are. Growth without consistency is not growth at all “Taco Mac began to take on a slightly different identity, but always staying true to its roots. “

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EVIDENCE OF COMMITMENT TO A VISION

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BRAND BUILDING Building a brand has nothing to do with sales, logos or locations. It is about developing a culture and relationship with your audience that provides for them a feeling of ownership and inclusion.

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Some basic and often overlooked truths of BRAND Growth are: Brand Building only occurs outside the four walls of the establishment. Brand Building only occurs when we engage our customers in non-sales related mediums. Your brand should be pervasive, your availability should not. Never saturate a market. Partnerships with philanthropies and local organizations aren’t just the right thing to do, they position your brand as part of the community….Building brand awareness.

PowerPoint Presentation: 

…have management come in and treat it as their own business … treat everyone as friends, like a house party

FaceBook: 

FaceBook NO SURFING- I want access NOW! Add FB tabs- contact form, blog, landing page, location tabs, cross promotions Engagement = success. Be fun , candid & participate daily! Photos , videos, links (clever captions) – rinse & repeat! Claim FB places- ALL locations, Engage with other businesses & orgs where the customers hangs out . Voice matches brand, concept and clientele

Twitter: 

Twitter 90% Content --> 10% What you are doing --> Analytics measures success MOST Twitter users do not read feed, they SEARCH #### Engage outside of the brand – where are the customers? Respond to all questions , follows and RTs Tweetups @ locations Discounts, contests, specials for followers

CUSTOMIZE BRAND AWARENESS: 

CUSTOMIZE BRAND AWARENESS

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PHONES! We don’t leave home without them CELEBRATE! Does the staff know who is Mayor? Why don ’ t we get a gavel for Daniel to have at his table and pass it to each subsequent Mayor? TRAIN! staff to engage, use, and promote ACCESS! QR codes, reminders at the table, menus, part of the culture

CONTENT IS KING!!: 

CONTENT IS KING!!

The BIG Ketch: 

The BIG Ketch CONTACT ! Make it easy for people to ENGAGE online and at the table/bar. Ex/ Add QR codes on coasters, menus CULTURE! Provide calendar of events online and have social media share tabs for people to invite friends LINK! Have a presence on all social media platforms (only have twitter & Facebook on web pages) LOCALIZE! Let everyone know we use Fresh Georgia shrimp and why. GREAT info for the newsletter

TIN LIZZY’S: 

TIN LIZZY’S LET’S PARTY! There are no events or specials offered on the calendar. CONNECT! Once events are added, add social media share links on web site and SM sites MEDIA! Video, pictures, more video! Website gallery has not been updated since 11/2010 and purchasing pictures creates a barrier for relationships Tin Lizzy’s is all about fun, food and friends - let people FEEL it on the site and make it easy to share!

Milton’s Cuisine : 

Milton’s Cuisine ACCESS! Of the three, Milton’s had the best online presence. A great start, let’s expand the reach with consistency and an emphasis on content & relevance EXPOSE! the public to the unique qualities of Milton’s through video, pictures and blog BUILD ANTICIPATION! for seasonal offerings with a calendar of ripe and harvest dates.

Let’s DIVE IN!: 

Let’s DIVE IN! Brand Building for three concepts is a full time job. Remember, community engagement is not about sales. Relationships build trust, trust builds frequency and trial. Frequency and Trial build sales.

2012 TIMELINE – START DATE MARCH 1st : 

2012 TIMELINE – START DATE MARCH 1st Q2: Launch concurrent brand building efforts to support physical growth. Inform and Empower the team. Select vendors who share and understand the vision for the company. Q1 : Establish vision, systemize operations, verify that the correct human resources are available. Lay the foundation for sustainable and aggressive growth. Q3 : Get out the way and allow the tam and the plan to move with their own momentum. Re-examine systems and processes to ensure growth has not undermined profitability. . Q4 : Add and begin training human capital necessary to execute 2013 growth. Examine financial position to maximize tax incentives and cash flow. Establish vision for 2013-2015.