About Crisp CBD
This article provides an advertising plan for Crisp CBD, a fast-food restaurant located in the Sydney’s New South Wales south of.The restaurant offers delicious fast foods catered to satisfy the customer’s appetite as well as maintain the customer’s health. Unlike other restaurants, Crisp CBD caters for all clients including vegetarians by offering meals that are friendly to consumer tastes and preferences.
The restaurant seeks to make customers feel at home by providing diverse cuisines from different parts of the world such as the United States. Additionally, the restaurant provides delivery for clients that may be tied by a busy schedule. The prices a Crisp are also affordable as the joint is located in a food court where produce and other materials are available at a cheap price. Additionally, there is no danger of food running since the food court is located in close proximity.
The restaurant offers a wide range of salads such as the grilled chicken salad which is made up using tomato, potato, grilled eggplant, and cucumber, a slice of toast, mixed leaf and vinegar. The grilled chicken salad is really tasty and worth trying out. It goes for only 11 dollars. For those who do not fancy grilled chicken, there still exists other salads such as the Chicken Schnitzel salad, fillet streak salad, poached chicken salad, Italian tuna salad as well as the vegetable salad. The different salads come in a variety of distinct tastes and all sell at 11 dollars except the vegetable salad which is served at 10 dollars (Foodora, 2018).
The restaurant is also well renowned for its high-quality burgers which also retail at relatively lower prices. The main highlight is the crisp burger which is made of a combination of beef patty, lettuce, vintage cheddars as well as oil marmalade. Also available at the restaurant are the streak roll, aloha burger, veggie burger, classic beef burger and the American cheeseburger. The burger prices range between 9 and 11 burgers depending on the type of burger ordered. Sandwitches for breakfast are also served at Crisp CBD up until 2.00 PM. Mineral water, iced tea and juice are also served by staff at Crisp.
Staff at the restaurant are also customer friendly and are attentive to the needs of the customers as customers wait for less than seven minutes before being served. The restaurant’s environment is also clean and friendly for consumers. There is minimal congestion, adequate lighting and a lot of fresh air providing a calm and serene environment for clients who might prefer table service.
Competitor Analysis
From the various online customer reviews as well as personal interviews, the following strengths and weaknesses were noted.
- The restaurant has a large variety of burgers and salads thus giving the consumers an array of products to choose from (Sydneydinnerofficial, 2016).
- The restaurant employs a uniform pricing model for its wide range of burgers and salads. For instance, all salads except for the vegetable one are sold at 11 dollars. The customer is thus able to try out different types of burgers and salads without worrying about the price.
- Crisp CBD prices are affordable and pocket friendly since it is located within a food court where produce and other raw materials retail at relatively cheaper prices compared to other areas.
- Customers can order and pay for food online thus saving them time spent on long queues. Additionally, the, restaurant offers delivery services for clients who may not make it to the restaurant.
- The restaurant has a strong online presence making it easier to advertise its products. In order to increase its customer base, the restaurant management periodically offers promotions such as free juice for meals worth above five dollars.
- The restaurant’s choice of location serves as its major weakness. This is because it is located in close proximity to other restaurants such as Betty’s Burgers which offer competition and acquire potential customers
- There is also inconsistency in the size of the burgers and salads as some customers claim that the customers have continuously grown smaller (Peter, 2017).
- Although the restaurant is credited for its variety, there is no option for pickles on the cheeseburger which is a turnoff for some of the client. The tomato sauce on the American cheese burger is also too much for some people’s liking as it weakens the taste of patty.
- There is also minimal variety when it comes to the beverages which discourages some customers.
The fast food industry in Australia has grown tremendously in the last couple of years. There has been a rapid growth in number of fast food restaurants offering a wide range of cuisines from all parts of the world. The rise in number of fast food restaurants can be attributed to busy schedules which has made a large number of people prefer eating out rather than cooking (Butcher, & Sparks, 2011). Increased tourism has also provided a much larger customer base for fast food restaurants in Australia including Sydney.
i).Betty’s Burgers and Concrete co
Positioning
Crisp restaurant’s main competitor and located within close proximity, Betty’s burgers and concrete co is a fast food restaurant company that a variety of burgers such as crispy chicken burger, pork belly burger and the classic burger(Gaztron,2018). The restaurant also offers chocolate shakes, beer, wine and cider.
- Betty’s burgers and concrete co offers a special range of burgers and salads. Although the restaurant issues burgers as well as salads, the restaurant has been keen to provide a unique menu that is not similar to Crisp restaurant. By doing this Betty’s restaurant has been able to create its own niche in the market and gain loyal customers.
- The restaurant is also well ahead of Crisp restaurant on the beverage department. It is thus more likely to attract customers who love a good drink after a meal.
- Betty’s burgers and concrete co also offers delivery services for customers tied down by work commitments.
- There is a large queue during peak hours which may discourage impatient customers from trying the restaurant.
Friggitoria is located within Sydney. The restaurant strength and uniqueness unique lies its specialization in Italian food thus attracting lovers of the Italian cuisine (Mark, 2018).It however lacks variety in foods from other parts of the world.
Located along Bayswater road, Farmhouse Kings cross is a restaurant mostly frequented by international tourists. The restaurant is renowned for its good customer handling and quality food. The restaurant also has a conducive environment that provides relaxation after long hours of work, travel or other commitments (Jakestick, 2018).The restaurant is however most suitable for table service and may not provide satisfying take way services.
The restaurant offers high quality food and wine and is reputable especially among tourists (Callum, 2018). The restaurant has been in existence for over thirteen years and therefore has a foothold in Sydney unlike its competitors. Meals at the restaurant are however expensive and therefore a luxury for a majority of the population
The aim of this essay is to promote Crisp Restaurant brand as the leading provider of quality food service in Sydney and its environs. As stated earlier, the demand for restaurant has increased due to work commitments leaving people with little time to cook. Crisp restaurant therefore seeks to cater for the health and nutritious concerns of this working population by providing meals that are both healthy and delicious. The affordable prices also seek to ensure that customers get value for their money.
This campaign seeks to increase Crisp restaurant’s popularity by:
- Generating more creative strategies geared towards attracting more customers through the restaurants online platforms especially Instagram.
- Developing creative and cost friendly offers to customers with an aim of increasing sales.
- Analyzing consumer complaints and developing ways to improve efficiency and quality of serv
Advertising Plan Strategy
Crisp CBD restaurant mainly relies on its burgers for majority of its revenue. The restaurant is yet to exploit the potential that lies in provision of beverages. The restaurant has therefore not shown full commitment in fulfilling the needs of beer lovers and other beverage enthusiasts.
The restaurant has been involved in on line marketing campaigns by posting videos and pictures that seek to promote the restaurant’s products to social media users. The company has also extended generous offers to customers who consume its products. In June 2017 for instance, the restaurant offered a winter special offer that gifted 250 ml juice for every customer who bought food priced above five dollars.
The restaurant should be consistent with the portion of products served so as to reduce customer complaints regarding size of the product offered. The restaurant should also offer customized services on additional ingredients such as pickles and tomato sauce as the amounts consumed by customers tend to defer. The restaurant should also reduce competition by further lowering the prices of products on offer. A slight reduction in prices would increase profits by increasing the level of profit margins. What’s more, the restaurant should consider adding more foreign foods in its menu. This will attract more customers especially tourists.
References
Butcher, K., & Sparks, B. (2011). Business improvement preferences for small/medium hospitality firms in Australia. International Journal of Contemporary Hospitality Management, 23(3), 282-296. doi:10.1108/09596111111122488
Callum B. (2018). Excellent service, Exceptional food. – Review of Tetsuya’s, Sydney, Australia – TripAdvisor. Retrieved from https://www.tripadvisor.com/ShowUserReviews-g255060-d779481-r601648898-Tetsuya_s-Sydney_New_South_Wales.html
Crisp CBD. (2017, June 17). Retrieved from https://web.facebook.com/CRISP.Australia/?hc_ref=ARR2DLKc34-u6pawLegA-eZkgTHGkX3srYby7BW2cO3qM9WgnKgtoH9ns-PBGV1bgyI&fref=nf
Foodora. (2018). Crisp CBD Food Delivery in Sydney | foodora. Retrieved from https://www.foodora.com.au/restaurant/s1yq/crisp-cbd
Gaztron. (2018). Phenomenal burgers! – Review of Betty’s Burgers & Concrete Co, Sydney, Australia – TripAdvisor. Retrieved from https://www.tripadvisor.com/ShowUserReviews-g255060-d12607654-r601614769-Betty_s_Burgers_Concrete_Co-Sydney_New_South_Wales.html
Jakestick. (2018). Fantastic dining experience – Review of Farmhouse Kings Cross, Sydney, Australia – TripAdvisor. Retrieved from https://www.tripadvisor.com/ShowUserReviews-g255060-d4791952-r602538387-Farmhouse_Kings_Cross-Sydney_New_South_Wales.html
Mark T. (2018). Great place for quick tasty food – Review of Friggitoria, Sydney, Australia – TripAdvisor. Retrieved from https://www.tripadvisor.com/ShowUserReviews-g255060-d7894008-r599089793-Friggitoria-Sydney_New_South_Wales.html
Meredith B. (2018). Nice food – Review of Friggitoria, Sydney, Australia – TripAdvisor. Retrieved from https://www.tripadvisor.com/ShowUserReviews-g255060-d7894008-r600330518-Friggitoria-Sydney_New_South_Wales.html
Peter S. (2017). salads getting very stingy – Review of Crisp CBD, Sydney, Australia – TripAdvisor. Retrieved from https://www.tripadvisor.com.au/ShowUserReviews-g255060-d5011119-r456804208-Crisp_CBD-Sydney_New_South_Wales.html
Steph_5891. (2018). Delicious burgers and shakes – Review of Betty’s Burgers & Concrete Co, Sydney, Australia – TripAdvisor. Retrieved from https://www.tripadvisor.com/ShowUserReviews-g255060-d12607654-r602836900-Betty_s_Burgers_Concrete_Co-Sydney_New_South_Wales.html
Sydneydinnerofficial. (2016). Burgers & Salads – Umm, I’ll take both! – Review of Crisp CBD, Sydney, Australia – TripAdvisor. Retrieved from https://www.tripadvisor.com.au/ShowUserReviews-g255060-d5011119-r373652209-Crisp_CBD-Sydney_New_South_Wales.html
Wellard, L., Glasson, C., & Chapman, K. (2012). Sales of healthy choices at fast food restaurants in Australia. Health Promotion Journal of Australia, 23(1), 37-41. doi:10.1071/he12037
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