1. TUSCANY AND 437 RUSH
IMC CAMPAIGN
Gabby Martinez, LaNese Harvey, Marquisha Adams, and Saraca
Powell
2. Executive Summary
• Tuscany has been one of Chicago’s household Italian restaurant brands for over 30 years
• Face the challenge of staying relevant in the restaurant game with trendy competition
• New customers are not considering these brands to dine, our solution is to build brand awareness to
entice younger consumers through advertising and revamp the brands to be unified.
3. Situation Analysis
• Consumer Analysis
• Current customers are:
• Loyal
• Personal connection to the staff
• 45+, upper middle class,
disposable income
• Value quality food and great
service
• Empty nesters
• Have more free time on their
hands
• Market Analysis
• Projected restaurant industry
sales are $709 billion
• Chicago tourism
• Big tourist attraction (shopping,
Millennium Park, Navy Pier)
• Current Trends
• Sustainability, healthy options,
ethnic foods
• Sharing foodie experiences via
social media
• Instagram, Twitter and Pinterest
4. Product Analysis
• Tuscany provides great food and service.
• Consumers want to dine out in an entertaining environment.
• Consumers view Tuscany as a typical Italian
restaurant.
• Ambience is loud – not intimate, dated
• Large portions
• Many thought they were the youngest in the
restaurant
• Felt out of place among current customer base
5. SWOT Analysis
Strengths Weaknesses
• Fresh, authentic, and quality
food ingredients
• Great customer service
• Great locations
• Reasonably priced
• Old fashioned/outdated
• Lack of brand appeal to younger
audience
• Lack of brand positioning
• Younger consumers doesn’t fit in
Opportunities Threats
• Advertise local, fresh ingredients
• Target Millennials
• Implement a small plate menu to
compete with social restaurants
• Revamp Interior (bar & add a
lounge area)
• Intense
competition/oversaturated
market
• Popularity of bar driven
restaurants
• Decline of sit down dining due to
consumers' busier lives.
• Consumer's tastes are changing
(exotic foods, fusion restaurants)
6. Competitive Analysis
Rosebud
Restaurants: Rosebud on Rush; The Rosebud; Rosebud
Steakhouse; Rosebud Prime; Rosebud Italian Specialties and
Pizzeria; etc.
• Established in 1973
• 10 restaurants in total
• White table cloth Italian concept restaurants
• Well known establishments that celebrities frequent
• Key Message: Rosebud has an “emphasis on family, value
AND great food”
7. Lettuce Entertain You
Restaurants: RPM Italian; Maggiano’s Little Italy;
Petterino’s; Saranello’s; Antico Posto; Frankie’s Scaloppine
• Established in 1971
• LEYE Italian restaurants range from high end white table
cloth eateries to upbeat “casual clothes” restaurants.
• Key Message: LEYE message is to “maintain a sense of
humor and enjoyment while creating high quality,
successful restaurants”.
8. Gibsons Steakhouse
• Restaurants: Gibsons Steakhouse (Chicago, Rosemont and
Oak Brook); Hugo’s Frog Bar & Fish House; Lux Bar; Quartino
Ristorante
• Established in 1989
• Seen as a fine dining but casual steakhouse
• Gibson consider themselves one of Chicagoans favorite eatery
• Key message: Gibson’s message is embodied around family. If
you dine at Gibson you can enjoy a great meal in an
environment where you are treated like family.
9. Francesca’s:
• Restaurants: Mia Francesca; Francesca’s on Taylor; La
Sorella di Francesca; Francesca’s Passaggio; etc.
• Established in 1992
• White table cloth restaurants
• Francesca’s restaurants message is “to encourage the
lively art of dining with a contemporary, casually
sophisticated trattoria ambiance, simple, rustic cooking,
friendly service and fair prices”.
10. Target Market: Primary
• Responsible Trendsetters
• Men & women ages 25-45,
college educated
• Not brand loyal yet
• Value fresh products, quality,
and social experiences
• Tech savvy – spend more time
on their phones
• Active on social media (FB,
Instagram, Twitter)
• Open minded, willing to try new
things
11. Target Market: Secondary
• Seasoned Eaters
• Men & women ages 45+,
established in profession
• Brand loyal – already know
what they like
• Frequent the city for
entertainment
• Greater amount of time
dedicated for leisure
• Value high quality products
and service
12. Marketing Objectives
• Increase current customer visits by 10% in a one year
period.
• Increase new customer visits by 15% by in a one year
period.
13. Strategies
• Rejuvenate the brand image of Tuscany and 437 Rush
• To do this, we want to:
• Update the current logo
• Rebrand 437 Rush so that it fits under the Tuscany umbrella
• Create a slogan that captures the essence of Phil Stefani’s Italian
Chicago restaurants
14. Strategies
• Build awareness and generate a presence in the
consideration set for the new target consumer.
• To do this we want to:
• Promote and get people excited about the brands via social media
• Create a group atmosphere within the restaurants
• Give people a reason to keep coming back with the creation of a loyalty
program
15. Key Selling Points
• We only use quality and fresh ingredients in every meal
• Tuscany is the “Chicago” restaurant brand
• Tuscany restaurants are always evolving
19. Video and Social
• Singing Waiters Video
• #mytuscanymelody
contest
• Find singing waiters
throughout the Chicago
area
• Take photos, post them on
social media with the
hashtag (Tag the brand).
• Winner: 1st to find all five
groups of waiters and post
photo online.
• Prize: Cocktail name for
Season & Trip to Italy
20. OutdoorAdvertising: Sidewalk
• QR codes will be displayed
on sidewalks of Chicago’s
downtown area
• Each code will include an
old Italian saying
pertaining to food
• Unlocking QR code will lead
to the meaning of the saying
on Tuscany’s website
• Landing to mobile Tuscany
site
21. Italian Sayings
• Italian saying: It all
ends with biscuits and
wine (tutto finisce a
tarallucci e vino).
• American translation:
Don't worry, everything's
going to be fine.
22. Italian Saying
• Italian saying: A little
wine kicks the doctor
out the door (due dita
di vino e una pedata al
medico).
• American
translation: An apple a
day keeps the doctor
away.
23. Outdoor Advertising: Bus Stop
• Video ad- Chef
cooking in the kitchen.
• Farm to table
• Interactive
25. Small plates/Shareable menu
• Customers are more
frequently dining out
in groups
• As a way to
encourage
customers to visit,
create a menu
intended to share
plates/cocktails
• Gives them a place
to hang out, dine
casually and then go
out for a night in the
city
26. Food Truck
• Parked downtown
Chicago, South and
West Loop every Friday
during Q3
• Customers can sample
new small plates and
signature dishes
• Customers can take
pictures with the food
truck and use the
hashtag
#tuscanychicago
27. Loyalty Program
• Rewards Card/or Mobile
App
• Track the # of visits
• 5 visits= $15 in rewards
• Win a trip to Tuscany,
private party, or chef visits
customers home.
• Random gifts/products
• Dollars on special
occasions.
Reward
s
28. Mobile: Rewards App
• View rewards (dollar
amounts earned)
• Track number of visits
• Locate restaurants
• Search menu
• Make reservations
• Place an order
• Learn about latest
specials and promotions
Reward
sMobile Site
29. Internet Radio and Radio
• Tuscany radio commercial
will be played during the
morning and afternoon
rush hours.
• It will be featured on
popular stations: WGCI,
KISS FM, 101.9 The Mix,
and V103 and Pandora
• The commercial will
emphasize Tuscany’s key
selling points
30. Media Schedule
2016 Quarter 1 Quarter 2 Quarter 3 Quarter 4
Outdoor/Transit
PR
Social Media
Internet
Mobile
Radio
31. Activity Schedule
Q1 Q2 Q3 Q4
Winter Spring Summer Fall
Logo revamp
Display Ads
Loyalty
program
Video
Contest
Small Plates
Menu
Display Ads
Contest
Winner
Food Truck
Display Ads
Loyalty
Program
Display Ads
33. Budget
• Bus Stop Ads (One each
quarter for 4 weeks) :
$44,000
• Sidewalk Art: $4,375
• Street Team (4 Reps):
$1,350
• Bus Interior Ad (Two each
quarter for 4 weeks) -
$760
• Social Media: No Cost
• Radio: $24,440
• Food Truck: $60,000
Total: $134,925
Budget
Bus Stop Ads Sidewalk Art
Street Team Bus Interior Ad
Social Media Radio
Food Truck
34. Methods of Measurement
• Social media & website:
• https://www.compete.com/
• http://www.alexa.com/
• www.socialmention.com
• www.tweetstats.com
