The document outlines a marketing plan for a new restaurant called Urban Farm Café. The café aims to provide healthy, locally-sourced meals in Woodland Hills, CA. Key points of the plan include: - Targeting health-conscious professionals and families in the area. - Offering all organic ingredients and promoting sustainability. - Locating in a busy area with ample parking and renting space for $3.25 per square foot. - Using various promotional tactics like social media, events, and partnerships to reach over 32 million impressions annually with a $40,800 budget. - Calculating the break-even point at 59,225 customers spending an average of $15 per visit to

2. Eat Fresh.
Eat Well.
Eat Local.

3. Agenda
1. Background
Situation, Solution, Mission, Target Market, Economic Environment,
Competition Landscape
2. Product
Product Overview, Revenue Objectives, Differentiation Strategies,
Product Tactics
3. Price
Profit Objectives, Pricing Strategies, Tactics
4. Place
Channel Objectives, Distribution Strategies, Channel Tactics
5. Promotion
Exposure Objectives, Promotional Strategies, Tactics
6. Break-Even Point
7. Question & Answer

4. Background
According to the most recent data released
by the Centers for Disease Control and
Prevention:
1 out of every 3 American adults is obese
2 out of every 3 are overweight
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5. Situation
• Obesity is largely a result of unhealthy eating habits and a
sedentary lifestyle
• Americans are increasingly living faster-paced lives, working
longer hours, & enjoying fewer hours of leisure time & less
physical activity (U.S. Bureau of Labor)
• 70% of adults say they want to eat healthier (National
Restaurant Association)
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6. Our Solution
• Tagline: “Eat Fresh. Eat Well. Eat Local.”
• A fun, warm and welcoming café with simple, modern décor serving all
organic, locally grown, and hormone-free ingredients
• Quick & efficient service
• Meals customized to order
• Located in the heart of Woodland Hills, Ca
• Socially responsible & LEED (Leadership in Energy and Environmental
Design) certified
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7. Mission
1. To be a reliable go-to spot in
the community for the
healthiest food options
2. To increase awareness about
Urban Farm Café brand and
attract loyal customers
3. Ultimately establish more
locations throughout the
nation
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8. Target Market
• Woodland Hills &
surrounding areas
• Ages 24 – 55
• Middle class & upper middle
class professionals (white &
green collar), students,
health conscious individuals
• Characteristics: self
sufficient, health &
environmentally conscious,
positive, socially responsible,
willing to pay a premium to
meet health goals
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9. Target Market
Median Household Income (U.S. Census Bureau): $72,568
(vs. $55,452 Los Angeles County Median)
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10. Economic Environment
• Currently in Economic Recovery (2009)
• Consumer spending on goods & services
projected to increase gradually 2010-
2011
• Restaurant industry projected 2.5%
growth ($580 billion) in 2010
• Urban Farm Café scheduled to open in
January 2011 right when consumer
spending is expected to increase
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11. Competition Landscape: Direct
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12. Indirect Competition
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13. Product: Urban Farm Café
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14. Product
Revenue Objective: $960,000 first year (2011)
Strategies:
• Position restaurant as casual healthy restaurant,
encouraging frequent patronage
• Heavy promotion to develop brand and establish
reputation in town
• Offer customers a fun environment and alternative to
nearby chain restaurants
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15. Product
Tactics:
• Offer all organic, locally-grown,
hormone-free ingredients
• Involvement in local community
• Original menu with affordable
prices
• Simple, modern, welcoming
atmosphere
• Excellent customer service
• Guarantee origin of restaurant
ingredients
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16. Café Description
• Cozy & comfortable
• Simple, yet stylish
• Color scheme: shades
of green, orange, white
• “natural,” “organic,”
“environmentally
friendly”
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17. Menu (Regular & Seasonal)
• All organic salads
• Fresh homemade soups
• Gourmet sandwiches
• Deli sides
• Fruit desserts
• Artisan breads
• Homemade jams &
spreads
• Beverages: mineral
water, fresh-squeezed
juices, organic teas, free-
trade coffees
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18. Price
Profit 15% Gross
Profit Margin
Objective
Value-Based
Pricing Market
Skimming Pricing
Strategy Strategy
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19. Restaurant Overall
Cost Breakdown
•Food 25%
•Total labor 20%
•Management 10%
•Rent 10%
•Supplies 8%
•Maintenance 5%
•Marketing 5%
•Insurance/Legal 5%
•Waste management/pest
control 2%
•Utilities 6%
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20. Pricing Tactics Catering and Business Accounts
•Events
Payment Options
•Cash, Credit, Debit •Business Lunches
•Pre-paid Meal Cards •Free delivery over $100 and
within 5 mile radius
•Payment in Café or
Online
Product Bundles
•Bundled picnic lunches in
Discounts spring/summer
•Quantity Discount •Meal deals
•End of the Day
Discount
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21. Place: Physical Location
Location Objective – Location that meets the following: high
human traffic during day, visible to passer-by, accessible,
adequate parking, zoned for business, meets size & layout
requirement, reasonable lease term, minimal renovations
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22. Description of Site
• Total Space Available: 2,282 SF
• Rental Rate: $3.25 /SF/Month
• Abundant parking available free
with validation.
• Adjacent outdoor patio space
available.
• Other tenants include: Daphne’s
Greek Café, The Coffee Bean &
Tea Leaf, Baja Fresh and The
Stand.
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23. Distribution Channel Objectives
• Channel Objective: To double the number of
intermediaries between café and consumers
• Strategies:
1) Develop partnerships with local businesses and
educational institutions to increase word of mouth
2) Customer Loyalty Program to reward customers as
brand evangelists
3) Leverage relationships with suppliers to use
suppliers as café representatives
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24. Channel Tactics
Customer Loyalty
Partnerships Program (Points) Suppliers
Yoga Studios Customer Community
Reviews Supported
Gyms Market Research
Agriculture
Surveys (CSA)
Spas
Blog
Contributions Cost Effective &
Hotels Environmentally
Social Media Friendly
Schools Mentions Distribution
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25. Promotion
• Exposure Objectives = 32 million (per year)
• Promotional Strategies:
Introduce Urban Farm Café to target market &
increase awareness of brand
Create brand equity
Build community around Urban Farm Café
culture
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26. Promotion
Budget = $40,800
Stage in Product Life Cycle:
Introduction (of new restaurant to
geographical location) and Growth (of a
"healthy casual dining" restaurant in this
particular geographical location).
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27. Promotional Activity Schedule
Allocate larger percentage of advertising budget towards end of the year
(right before the new year), and January - August, when people are more
likely to resolve eating healthier in the new year and leading up to summer.
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28. Promotional Tactics
Website
(120K Impressions)
Mobile Website
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29. Newspapers
Advertising Sunday Edition
(1.25M Impressions)
Direct Mail w/coupons
(280K Impressions)
Online Advertising (CPM)
= 24M Impressions
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30. Social Media Marketing
1.8 Million
Impressions
Café Blog
+ Bloggers
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31. Event Marketing
(122K Impressions)
Farmers’
Markets
Cooking
Demonstrations
Food Tasting
Events
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32. Public Relations
L.A. Times Wine & Food
“Urban Farm Cafe: Bringing Local
Farms to the L.A. Suburbs “
3.75M Impressions
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33. Partnerships
Local Businesses 2.5M Impressions
Hotels
Gyms & Fitness Centers
Yoga & Exercise Studios
Spas
Customer Loyalty
Program
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34. Impression Calculation
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35. Break-Even Point
B.E.P = fixed costs
selling price - variable
costs
Fixed Costs =
$291,384.00
Selling Price = $15.00
Average Variable Costs
per Unit = $10.88
Break-Event Point
= 59,225 Units
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36. Urban Farm Café
Marketing Plan
Submitted By:
Grace Cheung
Flora Michalet
Lindsey Poss
Nisarut Thirasuntrakul
Angeline Wijaya

37. Q&A