Richies

Outline
‣ Richie’s Current Overview
‣ Target
‣ Competition
‣ Personas
‣ Opportunities, Strategy and
Positioning
‣ Program Tactics
‣ Communication Objectives and Success
Metrics
Tuesday, October 26, 2010

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.

Where Does Richie’s Stand?
‣ Facebook
‣ Online Ordering
‣ Simple Website
Facebook- Richie has a Facebook for himself, and sometimes promotes the restaurant.
However we have heard from numerous students that he is “creepy” on Facebook and stalks
people. Still he could deﬁnitely use Facebook to his advantage.
Online ordering- Not too many people we asked in our surveys knew about online ordering.
However, with better promotion people may enjoy this feature a lot more since a problem we
discovered was that many people were intimidated by the long lines at Richie’s. When you
click to order it opens a new window.
Website- besides the menu and online ordering Richie’s website is not very interactive. There
is a photo gallery, menu, online ordering, and merchandise sales. The website is very
scattered and could be easier to navigate through.

• WEBSITE PICTURE

Who Goes to Richie’s
Students Professors Workers
Who is our target audience?
Students- who are in between classes and are trying to grab food between classes. Also
Richie’s is a good place for students to meet up.
Professors- in between classes. They may have a break and want to get our of their offices.
They also may like Richie’s because there is not just “student food” there. They can still feel
welcome and not out of place.
Great place to meet up on campus for all people, and also caters to people who are working
in the tech center all day.
Workers- There is a lot of construction and local or campus workers who can easily grab
quality cheap food during their lunch breaks for a reasonable price. There are also facility and
office workers at temple who can get food on lunch time.

Online Behaviors
Students- constantly on the internet whether it would be checking Facebook or doing
homework at the tech center, and checking emails. 86% of our student users use the internet
more than 2 hours a day.
Professors- not online as much as students, but still are generally online at least some point
during the day checking emails, and updating blackboards. More and more adult and young
professionals are starting to be online in different aspects such as checking the news and
making Facebooks.
Workers- Mostly not online because they are working out in the ﬁeld. They do however check
emails, social networks etc. Also they may be more apt to having smartphones to check their
social networks and emails on since they are out and about all day.

Meet our Competitors
Jimmy Johns The Draught Horse
The Noshery

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.

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
Jimmy johns has clear steps on how to order online, before the user begins. This allows the user to understand the process instead of being confused.

‣ 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

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
Facebook- they have a facebook app, and page. So you can order food directly from your
facebook. You can upload a picture to their facebook “halloween pictures”. They also have
contests for free jimmy johns stuff.
Twitter- they tweet deals, and jokes such as “have you ever had a sandwhich delivered to
your sweetie the same as ﬂowers”
Blog- “Freaky Fast Blog” they have some of their videos, photos, topics such as “why is jimmy
johns so addictive”. All the social media sites link to the blog.
Youtube- JJ has their own youtube channel that features all of their commercials that people
have made.

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

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

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

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

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.

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
Pros:
They know that connecting with students who are on Facebook and more likely to check their
specials and updates by seeing a newsfeed than going to the website.

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

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
Usability:
People may be confused that the restaurant is a classy restaurant from the site as compared
to the cheap deli that it is.

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

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

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

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

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.

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.

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!

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.

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
Opportunities:
online ordering via phone is missing around Temple. This could not only bring Richie more
business but it will cut down line size, and give people food when they need it. It will save
Richie time and save people time as well.
Positioning:
Position Richie’s as a friendly, easy, and fast place to get food. Become a regular Richie’s
customer. You walk up, and he already knows what you want to get.
Richie cares about customers- because of this he offers incentives for buying food.

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

Daily
Specials
o Specials
will
be
emailed
daily
to
website
members
and
also
receive
text
messages
with
daily
specials
that
can
be
redeemed
for
that
day.
♣! This
will
allow
members
to
receive
deals
and
increase
memberships
for
the
bene;its
•

Online
Ordering
o The
new
online
ordering
will
be
done
directly
from
the
Richie’s
website
instead
of
opening
into
a
new
window
to
sign
in
to.
It
will
have
the
same
appearance
as
the
rest
of
the

Richie’s
website
instead
of
looking
completely
different
♣! This
will
allow
the
process
of
online
ordering
to
be
much
easier
for
the
consumers.
•

Phone
App
o For
iPhone
and
Droid
phones.
The
app
will
have
menus,
be
able
to
connect
to
the
website
via
log
in
and
also
ordering
straight
from
the
phone.
♣! This
makes
ordering
ahead
even
easier.
Students
can
order
while
they
are
in
class
and
go
pick
it
up
so
they
don’t
have
to
waste
time
standing
around
in
line.
•

Scavenger
Hunt
o There
will
be
a
photo
scavenger
hunt
posted
on
Richie’s
website
and
to
view
the
list
you
must
log
in.
The
pictures
must
all
be
posted
under
your
teams
name
in
order
to
win.
♣! This
will
increase
members
and
also
increase
involvement
among
Richie’s
and
its
fans.

•

Log
In
o The
rest
of
the
ideas
all
revolve
around
a
site
login.
This
will
bind
the
whole
Richie’s
community
together
under
one
large
blog
where
everything
is
connected.
♣! This
will
make
the
members
more
connected
with
one
another
and
hopefully
increase
site
usage
•

T-‐Shirt
Contest
o For
students
looking
for
a
resume
booster,
Richie’s
will
host
a
design
contest
for
their
new
t-‐shirts.
The
designs
will
all
be
posted
on
the
blog
to
be
voted
on
by
the
Richie’s

community
•

Photo
Contest
o Posted
in
a
blog
forum,
people
can
submit
their
entry
for
the
photo
contest,
and
people
can
vote
on
their
friends
pictures
or
pictures
the
like
the
most.
•

Richie
Points
o Everytime
you
eat
at
Richie’s
your
account
will
earn
“Richie
Points”
which
can
be
saved
up
and
used
for
merchandise
and
food
•

Blog
o Incorporate
a
blog
which
everyone
can
read
and
write
blogs.
They
can
talk
about
food,
favorite
sandwiches,
general
topics,
post
pictures
and
rate
contest
entries
•

Burger
Eating
Contest
o A
burger
contest
on
campus
used
to
promote
the
opening
of
the
new
website
and
all
the
new
features.
Pictures
from
the
event
will
be
posted
on
the
blog.

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.
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.
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

Organization of the site
Home Page:
‣Online Ordering
‣Events
‣Richie Points
‣Blog
‣Keep in Touch
‣Daily Specials
Online Ordering:
‣ Log In
‣ Menu
‣ My Favorites
Events:
‣ Scavenger Hunt
‣ Design Contests
‣ Photo Contest
‣ Burger Eating Contest
Richie’s Points
‣ Log In
‣ My Account
‣ Perks
‣ Rewards List
Blog:
‣Blog on the site
‣Topics
Keep In Touch:
‣ Phone Apps
‣ Four Square
‣ Yelp!
‣ Facebook
‣ Twitter
Daily Special:
‣The Special

THANK YOU!
Any Questions?

Richies

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