Parker's Kitchen Drive-Thru Marketing Strategy Analysis

PARKERS KITCHEN By Steven, Stanika, Tareca MBA565: Marketing 8/20/2023

INTRODUCTION 2  Today, we'll explore our new drive-thru initiative, analyze competitors, and delve into our comprehensive marketing strategy.  This plan reflects our commitment to innovation and customer satisfaction, aligning with current industry trends and the changing needs of our market.

COMPETITOR ANALYSIS - COOKOUT 3  Major competitor in the fast-food industry.  Known for quality food and efficient drive-thru service.  Parker's Kitchen offers a diverse range of fresh, local food, while Cook Out emphasizes traditional fast-food options.  Both brands offer competitive pricing, with Cook Out having a slight edge in value meals.  Parker's Kitchen prides itself on exceptional customer service, aiming to exceed Cook Out's standards.  Cook Out has a broader presence, but Parker's Kitchen's strategic locations target key markets.  Cook Out's well-established drive-thru service is a benchmark; Parker's Kitchen's new initiative aims to match or surpass this efficiency.

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SWOT ANALYSIS – STRENGTHS/WEAKNESES 4  Strength - Quality food with fresh, locally-sourced ingredients  Strength - Exceptional focus on customer service and overall satisfaction  Strength - Strong community presence and reputation  Strength - Strategic locations with a focus on high-traffic areas  Weakness – Experience in the drive through, untested against established competitors like Cookout.  Weakness – Because we have fewer locations compared to our major competitors we have a limited reach.

MARKETING – SOCIAL MEDIA 5  This is where we will maximize our customer outreach on platforms like Facebook, Instagram and Twitter.  We will use these to engage with the community and showcase our new services such as the drive-thru offering and promote other special offers.  To expand on special offers this would include things like discounts for followers, seasonal offers and contests which is part of our community outreach.  This is also a good opportunity to host customer testimonials

MARKETING - RADIO 6  Based on the location, we’ll cater the radio advertisement to target specific demographics.  We’ll seek to build awareness in the community  Even though this is a less popular option, it’s still a viable option that can be cost-effective in today’s economy (Kotler & Keller, 2022).

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TRACKING & EVALUATION 7  We will employ analytics tools to monitor engagement metrics across our social media platforms, radio ads, and the transactional website.  Surveys will be conducted to gather feedback from customers regarding their drive-thru experience, food quality, and overall satisfaction.  Our team will consistently track sales data to gauge the impact of the drive-thru initiative on our revenue and customer behavior.  Online reviews and ratings will be regularly analyzed to gauge customer sentiment and uncover areas for improvement (Armstrong & Kotler, 2019).  By closely examining customer demographic data, we will be able to personalize our communication strategies and offerings effectively.

POSITIONING & BRANDING STRATEGY 8  Our product positioning will emphasize the perfect blend of quality and convenience, delivering gourmet meals at easily accessible locations.  Our branding strategy will prioritize community engagement, evident through our collaborations with local suppliers and participation in events.  We are intent on showcasing our commitment to freshness and sustainability by sourcing ingredients responsibly, appealing to health-conscious and environmentally aware consumers.  Our aim is to position Parker's Kitchen as the preferred choice for busy professionals and families in search of quick yet wholesome dining options.  Our marketing materials will incorporate storytelling to communicate the journey behind each meal, underscoring our unwavering dedication to culinary excellence.  Our cohesive brand identity will be reinforced through consistent visual elements, including our logo, color palette, and design aesthetics.

CONCLUSION & RECOMMENDATIONS 9  Summary of Key Findings and Strategies:  Our analysis highlighted strengths in food quality, customer service, community presence, and strategically chosen locations.  We have decided to leverage social media and radio advertising to target specific customer segments and increase overall awareness.  Our proposed strategies include implementing a drive-thru service, expanding our marketing efforts, and actively engaging with the local community.

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CONCLUSION & RECOMMENDATIONS 10  Recommendations:  We highly recommend the plan to roll out the Drive-Thru: This will significantly enhance convenience for our customers.  Our strategic recommendations includes broadening our Marketing Reach: We will employ various platforms to effectively reach a wider audience.  We have resolved to focus on Local Engagement: Our partnerships and participation in community events will be at the forefront of our approach.

REFERENCES • Armstrong, G., & Kotler, P. (2019). Marketing: An Introduction (14th ed.). Pearson. • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. • Kotler, P., & Keller, K. L. (2022). Marketing Management (16th ed.). Pearson. • Peter, J.P., & Donnelly, J.H. (2018). A Preface To Marketing Management (15th ed.). McGraw-Hill Education • Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. Sage.

Team Final Presentation (Tareca Chamblee)

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