Marketing Plan: Phase I
Kelly Addis, Jillian Caldwell, Kristen Kobyluck,
Jaclyn Portugal, & Honey Spoon
April 24, 2011
Marketing Plan: Phase I
During week two, Learning Team B will take a thorough look at the Olive Garden Italian Restaurant chain. Team B has decided that a new appetizer item should be added to the restaurant menu. The appetizer item being considered is cheese filled breadsticks served with Marinara sauce. The team will begin this marketing plan by giving an overview of the Olive Garden Restaurant, along with a detailed description of the new menu item being considered. They will also explain why marketing plays an important role in the ...view middle of the document...
With these ingredients in mind, what better product could be made than combining some of these? We propose to combine cheese and bread to create a new appetizer menu item. Olive Garden currently offers breadsticks that can be paired with the restaurant’s dipping sauces. Olive Garden’s current breadsticks will be filled with a choice of the cheeses that Olive Garden currently uses such as: smoked mozzarella, provolone, asiago, gorgonzola, pecorino Romano, grana padano or a combination of these. Once they have been blended with cheese, they may then be served with either marinara or alfredo dipping sauces as an appetizer known as “Cheesy Breadsticks with Dipping Sauces”. Once this new menu item has performed accordingly, it could be transitioned in the future to be filled with other choices such as spinach and cheese, meat and cheese, or even have the sauces cooked in the breadsticks. The possibilities are endless!
Many people travel to Olive Garden because of their love for the breadsticks. Introducing a new type of breadstick to the Olive Garden menu could cause some concern to their customers. It is imperative to market the new stuffed breadstick correctly. If the marketing is done effectively, Olive Garden could profit more money and customers could have more food options at the restaurant.
Olive Garden is, “…focused on delighting every guest with a genuine Italian dining experience.” (Olive Garden, 2011). Since the main goal for Olive Garden is to please every customer, it is important to introduce a new menu item in the right manner. Customers are interested in trying new foods as long as they know it will meet the Olive Garden standards. New foods will bring customers back to the restaurant and give the restaurant more marketing through word of mouth. Effective marketing of the new breadstick will create product awareness. Once customers start becoming aware of the stuffed breadstick, it will become more popular and hopefully land a spot on the permanent Olive Garden menu.
Marketing is important to the new stuffed breadstick, because there are already companies who make stuffed breadsticks. Companies like Dunkin Donuts and Pizza Hut make breadsticks that are stuffed with cheese and pizza toppings. If customers have tried breadsticks from these companies and did not like them, then they may think the same of the stuffed breadsticks from Olive Garden. It is important to market the stuffed breadstick differently than the low cost breadsticks from the other restaurants.
One useful aid that Team B can use to identify “relevant screening criteria and for zeroing in on a feasible strategy is SWOT analysis.” SWOT analysis identifies and lists the strengths and weaknesses and its opportunities and threats (Perreault, Cannon, & McCarthy, 2009). Here are the strengths and weaknesses and the opportunities and threats for the new breadsticks for...