2. Outline
‣ Richie’s Current Overview
‣ Target
‣ Competition
‣ Personas
‣ Opportunities, Strategy and
Positioning
‣ Program Tactics
‣ Communication Objectives and Success
Metrics

3. Richie’s History
‣ Started by his father in 1960’s
‣ Moved to a truck larger truck in 1975
‣ Used to be open almost 24/7
‣ In 1996 Richie Jr. took over and moved to “the wall”
or “restaurant row”
‣ Website was started a few years ago by Richie Jr.

4. Where Does Richie’s Stand?
‣ Facebook
‣ Online Ordering
‣ Simple Website

6. • WEBSITE PICTURE

7. Who Goes to Richie’s
Students Professors Workers

8. Online Behaviors

9. Meet our Competitors
Jimmy Johns The Draught Horse
The Noshery

10. Jimmy Johns
Purpose:
Bring the same appeal
and quality of Jimmy
Johns locations to
consumers using the
site, while keeping
consumers connected
through social media.

11. Navigation:
‣
Clear and Straightforward
‣ Quick link to menu and Online ordering.
‣ Main/Secondary Navigation
‣ Easy Online Ordering
Usability:
‣ Simple to find and use online ordering
‣ Easy to find everything you need
‣ Neat, well designed layout

14. ‣ Everything you need is on the main page
‣ They keep true to their brand with colors and phrases
‣ It looks like Jimmy John’s interior
‣ Can be overwhelming and flashy
‣ Very in your face
‣ Online ordering turns/twists and lights up. Older
demographic may not like this
‣ Distracting so you may stop using the site
Brand Good/Bad
*Good/Bad

15. Creative Analysis:
‣ Their design decisions fit with the Jimmy Johns theme
‣ Food looks very appetizing
‣ Easy to navigate
‣ Witty sayings much like the restaurant
Interactive Elements:
‣ Facebook, Twitter, Blog, Youtube icons
‣ Online ordering available from every network
‣ All networks are intertwined with each other
‣ Contests, blogs, & photo galleries

16. Pros:
‣ Jimmy Johns Feel
‣ Everything linked
‣ Awesome User Experience
‣ Entertaining
‣ Easy and Secure
Cons:
‣ Can be very overwhelming with all the flash and sounds
‣ Online ordering can be confusing because the navigation changes
‣ Links to other social networks don’t appear on the bottom

17. Draught Horse
Purpose:
Inform consumers of events,
menu, and specials, through
the site itself and Facebook.

18. Navigation:
‣ Done poorly, with lots of room
for improvement
‣ Special Events aren’t up to date
‣ Website is very basic and bare
Usability:
‣ Not up to date
‣ Poor information on specials
‣ Easily links to Facebook page
‣ Scanned, Grainy version of menus
‣You have to click on sub-menu to
navigate

21. Brand Good/Bad
‣ Simple to find way around
‣ Tells what they offer
‣ Not up to date
‣ Poorly designed
‣ Doesn’t reflect essence of the lively sports
bar image
‣ Not consistent

22. Creative Analysis:
‣ Imaging not good
‣ Poor use of space, a lot of scrolling
‣ Not colorful/consistent with brand image
‣ Flyers/Menu load very slowly
Interactive Analysis:
‣ Home page links to Twitter, Facebook,
and Four Square.
‣ Their Facebook is really good, better
than their website.

23. Pros:
‣ Connect to their audience via social networks.
‣ They know people can end up there last minute,
and the Facebook does a good job persuading
people to do so
‣ Easy navigation
Cons:
‣ Lack of creativity
‣ Not consistent with brand image
‣ Information is not up to date

24. Noshery
Purpose:
Provide interested users
with menus online ordering
and more information
about what they offer.

25. Navigation:
‣ About us, Menu, Contact info
Online ordering through Grub Hub
‣ Easy to navigate
‣ Pages Consistent
Usability:
‣ Three tabs, very simple
‣ It is too simple and too plain
‣ People may be confused about the
restaurant itself

28. Brand Good/Bad
‣ Very clear that there s online ordering/fax ordering
‣ Easy contact information
‣ Shows you exactly where it is, because there is a map
‣ You are so confused what you are on. No pictures, and
doesn’t fit with theme of the restaurant
‣ Pointless

29. Creative Analysis:
‣ Can’t tell the brand
‣ Purpose of site isn’t reflected on their site
‣ No social media
‣ It is very poorly represented
Interactive Analysis:
‣ Fax/Online Ordering
‣ No social media
‣ Map detailing where the restaurant is

30. ‣ Online ordering
‣ website is very poorly constructed
‣ Faxing is not fit for students
Brand Good/Bad

31. Personas
‣ Developed from Internet Surveys, Observation,
and short surveys on campus.
‣ Made up of the most common shared traits of
consumers

32. Cindy Jaypeg is a 20 year old student at
Temple University. She tries very hard to
combine the perfect ratio of schoolwork
and being a social butterfly. She is a
devoted member of club tech-spending
every waking minute at the Tech Center.
Her status updates on Facebook often
talk about procrastination and an
overwhelming amount of schoolwork. She
often frequents restaurant row while she
is at the Tech Center doing work. Cindy is
very tech savvy and loves her iPhone.

33. Maxwell Howse is a 45 year old English
professor at Temple University. He lives in
Landsdale, PA and takes the train into the
city for his classes on Monday, Wednesday
and Friday. He wakes up early to get ready
and get to campus for his 9:00AM classes. His
first cup of coffee wears off in the morning,
so when he gets to campus his first stop is
to Richie’s for Coffee and breakfast.
Throughout the day he continues to
frequent Richie’s on break and between
classes 2-3 times a day for coffee and lunch.
He is on the computer to update Blackboard,
check his email, and read the news. On the
train he reads the news and emails on his
Blackberry.

34. Rich Kraver is a 21 year old student at Temple
University. He has been going to Richie’s since
sophomore year when he lost his meal plan. He
goes everyday for at least one meal, and he
has Richie’s in his phone. He lives off campus in
Fishtown and rides his bike to campus in the
morning. He posts pictures of himself on
Richie’s Facebook page from his Droid and is
always listening to music via Pandora while on
his bike. He Tweets about everything and
everywhere that he is, and he also uses
location apps such as Four Square and Yelp!

35. Jack Hammer is a 48 year old facilities worker at
Temple Unviersity. Jack is divorced with two kids,
and has full custody of them. He specializes in
HVAC and works all over campus repairing and
checking on the systems. He lives local to campus
and takes the bus or subway in to work. While at
work he frequents food places all around campus,
but especially likes the lunch trucks on
Montgomery. He does not have a good knowledge
of the interenet and computers, but his kids are
helping him to learn. He sees no need for fancy
gadgets, which is why he uses his four year old
Motorola Razr as a phone.

36. Opportunities:
‣ Large Campus
‣ Young Tech Savvy Students
‣ Online/App Ordering
‣ Hole In Temple’s Market
Strategy:
‣ Target Temple’s Campus
‣ Advertise Online Ordering
‣ Offer incentives/benefits
‣ Draw people to the website with activities/
promotions
‣ Phone/Online ordering differentiates Richie’s
from other places
‣Take advantage of free networking such as
Facebook/Twitter
Positioning:
‣ Friendly, Easy, Fast
‣ Be a “Regular”
‣ Richie cares about customers

37. Program Tactics
‣ Daily Specials
‣ Online Ordering
‣ Phone Apps
‣ Scavenger Hunt
‣ Log-In
‣ Design Contests
‣ Photo Contest
‣ Richie Points
‣ Blog
‣ Burger Eating Contest

38. Communication Objective:
Create an online community for people to
connect to Richie’s, not just to order,
but to receive discounts, coupons, and to
blog about the restaurant.
Success Metric:
Use log in information and see how often
the users return to the site. The coupons
used will also be a way to tell who is using
the site for its purposes.
Communication Objective:
Create a Four Square community where
people at Richie’s can check in.
Success Metric:
Since it will be on Facebook you can check
how many people are checking in and it will
allow their friends to go and check in also.
Communication Objective:
Control what is being said over social
media better because of Richie’s past
reputation. The posts will focus more on
promoting the restaurant instead of
trivial posts unrelated to Richie’s.
Success Metric:
More friends/activity on Richie’s Twitter
and Facebook

39. THANK YOU!
Any Questions?