Tasty Food to Go is a cozy and small family-owned restaurant located in a charming little neighborhood in the heart of Arcadia, California—serving authentic homemade Asian cuisine. – Essaylink

Business background

Tasty Food to Go is a cozy and small family-owned restaurant located in a charming little neighborhood in the heart of Arcadia, California—serving authentic homemade Asian cuisine. It occupies a corner space with a back-parking lot and plenty of street parking, and the entrance to the restaurant is super friendly, sweet, and homey. It serves deliciously and freshly simple wonton, dumplings, noodles, rice bowl dishes, and desserts that will suit many people’s tastes. Tasty Food to Go’s food uses fewer carbs, fewer calories, and less fat than every other meal. We offer delivery and takeout on an Asian menu that is impressively inexpensive. The restaurant also provides free delivery within 5 miles of the restaurant.

Primary and Secondary Target Audience

The restaurant is locating in Arcadia, California. The 2010 United States Census reported that Arcadia has a population of 56,364. The population density was 5,062.5 people per square mile. The racial makeup of Arcadia was 33,353 (59.2%) Asian (Wikipedia, 2010). The company primary target market is Asian customers and Asian food lovers who prefers hearty and homemade meals. This market includes families and professional who are fans of authentic Asian cuisine. They long for healthier and home cooked restaurant food which, at the same time, gives them value for their money. This market also includes males, females, families with children and professionals aged 25 and above who have no time to cook at home but could drive through the place. Company secondary target market is individuals and families living around Arcadia, California who needs hearty and homemade meals for delivery. Customers must live within 5 miles of the restaurant for free delivery. The target market has a busy lifestyle in terms of work and family thus, they have the need for food delivery services. Although they are opting to order food out from a restaurant, this market still desires warm, hearty and home cooked meals just like how they would make them at home. This market segment includes families with or without children, and professionals who can not afford to go out of their homes or offices for meal.

Assignment

Describe the message that you will consistently communicate to this target audience. How will you creatively deliver the message? Will you have a celebrity spokesperson, a product demonstration, an emotional appeal, and so on?
How will you use traditional advertising, sales promotion, events and experiences, and public relations.

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