Toast is a grilling house and restaurant concept.

It offers a
comfortable, upscale ambience, replete with its signature fountains of
flames and water. It is comfortable, inviting restaurant designed to
make our customers feel as if they are enjoying VIP services in a
world all to themselves

AUTHORS:
JANELLE JOY T. LEAÑO
JULIENNE FATE BUSTILLOS
ALYSSA MARIE TUZON
GERLYN MENESES
 TABLE OF CONTENTS
1. Business Summary
 Company Name
 Marketing Leadership Team
 Headquarters, Office Locations
 SWOT Analysis
2. Business Initiatives
 Overarching Initiatives
 Marketing Initiatives, goals, metrics
3. Target Market
 Industry Name
 Buyer Persona(s)
 Competitive Analysis
4. Market Strategy
 Product
 Price
 Promotion
 People
 Process
 Physical Evidence
5. Budget
6. Marketing Channels
PAGE 1

Business Summary
Our Company

Toast Restaurant is an 80 seat fine-dining restaurant with 30 seat lounge. We focus on how we
provide excellent food and value pricing, with fun packaging and touch of Asian influence.

We’ll be located at #01 Boulevard Street Bayombong Nueva Vizcaya with office in Commercial
Building 2nd floor in Bambang Nueva Vizcaya. The company’s mission is to serve and provide our
customers a place where you always know you will get the best of everything.

OUR MARKETING LEADERS

Ms. Janelle Leaño is the Chairwoman of Toast Restaurant. Her

primary role is to ensure that the board is effective in its task of setting and
implementing the company's direction and strategy.

Mrs. Julienne Bustillos is the Chief Executive Officer

she is ultimately responsible for making managerial decisions to achieve our company’s
organizational goals.

Ms. Alyssa Tuzon is the Chief Marketing Manager she’s responsible

for activities in the Toast Restaurant that have to do with creating, communicating and
delivering offerings that have value for customers, clients or business partners.

Mrs. Gerlyn Meneses is the Human Resource Manager; she is

responsible for planning recruitment strategies to gather efficient, knowledgeable and
responsible staff of the entire company. He is responsible of choosing the best
employee who will render at most quality of service to the company

JANELLE JOY T. LEAÑO

CHAIRWOMAN

JULIENNE BUSTILLOS
CHIEF EXECUTIVE OFFICER

ALYSSA TUZON GERLYN MENESES

CHIEF MARKETING MANAGER HUMAN RESOURCE MANAGER

PAGE 2
SWOT Analysis

As Toast’s restaurant marketing team, we want to help the brand lean into what it does well,
improve what if doesn’t, capitalize on what it can do and defend against what could challenge
it. With that in mind, here is our SWOT Analysis for 2019.

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

What we’re good at? What we want to fix? What the industry might What we think could
What’s working? What we want to soon want? hinder our growth?
What are costumers strengthen. What we think we’ll be What/Who we think
likes about us? What we want to good at? could take our
become more efficient What will be our customers?
at? difference maker?

We hire the best people Improving your To be successful in the We are threatened by
available, training, and confidence, leadership future and give the most bankruptcy and leakage
motivating and skills, public speaking better experience of our ingredients, even
encourage them, and and communication through our services. the other restaurateurs
thereby retaining the skills are that already been there
friendliest most efficient all benefits that could since the start.
staff possible. have a great impact on
your personal life and
career.
PAGE 3

Business Initiatives
Toast has the ambitious goal of company’s purpose assist its business
growth and achieve its financial objectives. To help the business do
that, our marketing team will pursue the following initiatives in 2019.

INITIATIVE 1
Description: Over the next 6 months we will plan to renovate the Toast
Restaurant, and assemble seminars to all the staffs so they can gather
more knowledge on how to run the company thrives into the future.
Goal of initiative: Make the company remarkable to every costumer’s
experience.
Metrics to measure success: 150 costumers/guests per month.

INITIATIVE 2

Description: The next 1 month, plan a marketing campaign and hire a

famous artist that can represent the restaurant to attract more
customers.

Goal of Initiative: Make our company successful and more costumers

to come
Metrics to measure: 200 Costumers / guest per week

INITIATIVE 3

Description: The next 5 months we are adding some unique toasted

sandwich like: Pickle Grilled Sandwich, French Toast Sandwich, Toasted
Temecula, and Toasted Temecula. And for the drinks, we like to add
some wines like: Sparkling Rose, Sparkling Brut, Pinot Grigio,
Chardonnay.
Goal of Initiative: To encourage more costumer/guest.
Metrics to measure success: 150 customers/guests per day
PAGE 4

Target Market
Industries
In 2019 we’re targeting the following industries where we’ll sell our
product and reach out to costumers.

Industry 1: Santiago Robinson’s Mall. Food and Beverages. This includes

catering services, café, bar and grills.

Industry 2: Baguio. Human Resources. This includes recruitment, people

operations.

Buyer Personas
Within our target markets, we’ve identified the following buyer’s
personas to represent our ideal costumers:

Buyer Persona 1:
Valerie Montecarlo is 27 years old, she owns Kuya J’s restaurant in
Robinson’s Santiago for a living and spends her free time to manage
Toast restaurant. Ultimately, Valerie wants to invest and help the
business grow.

Buyer Persona 2:
Wilford Sy is 30 years old and owns a Travel Agency in Baguio he
wanted to make us one of his sponsors to every tourist who
accommodates their tour packages.
PAGE 5

Competitive Analysis
With our target markets, we expect to compete with the following
companies:

Sweets and Steak Café

Products we compete with: They are good at baking and mixing
cocktails.
Other ways we compete: Hire a trained bartender that can create a
unique style of mixing drinks and cocktails.

Bon Appétit
Products we compete with: they have entertaining magazine, which
typically contains about their company, and has a hundreds followers.
Other ways we compete: Improve our page to attract more customers
same as followers to gain social interests.

Genaro’s Grill
Products we compete with: They have got a nice place and relaxing area
that attract more customers.
Other ways to compete with: Add some relaxing scenery.

Balai Gloria
Product we compete with: They have a massive hall that can
accommodate more customers.
Other ways to compete: Build a pavilion that can also accommodate
large number of guests or customers.
PAGE 6

MARKET STRATEGY

PRODUCT
The menu features original variations of Filipino favourites with a
tantalizing array of seasoned steaks, prime rib, roasted caramel
chicken, hot gourmet sandwiches and hearty salads. Beverages include
an impressive wine list, microbrew beers, and festive cocktails. The
decor and theme is centred around the custom made "Fire Fountain", a
unique show kitchen grill that has a cascading water fountain combined
with flame throwing torches on the dining room side, and is a sizzling
48" gas powered steak grill on the kitchen side.

PRICING

TOASTED SPECIALTIES SEAFOOD

• METROPOLITAN STRIP STEAK - 14 ounce • CARAMEL FLAMED CHICKEN - Tender
Strip steak, with Bay Shrimp and Citrus- Chicken breast, buttered and basted with
Bearnaise Sauce. ₱150.00 sweet caramel glaze, then charred over
an open flame. . ₱120.00

• RIBEYE - Perhaps the tastiest of all steaks! • JAMAICAN SNAPPER - Pan charred,
Hand cut daily, choose from big (16 ounce) topped with a sweet coconut-tomato
₱170.00 glaze ₱110.00

• PRIME RIB - Hand carved cuts, slow roasted, • ROASTED PRAWNS - 12 Grilled Jumbo
and served with au jus and whipped Shrimp over rice. ₱190.00
horseradish sauce: 20 ounce. ₱150.00

• FIRE FOUNTAIN FILET - Tender 9 ounce • GRILLED SALMON - With your choice of
filet, lightly seasoned and sizzle-grilled. side dish. ₱100.00
₱130.00

BURGERS ‘N SUCH......THEY COME WITH FRIES... JUST FOR KIDS...Yaaay!!

 BURGER BURGER - Juicy ½ pounder  Little Burger ₱50.00
served on a toasted onion bun with
pickle, onion, lettuce and tomato. ₱90.00

 BARBECUE-BEEF - Huge pile of beef,  Chicken Toes ₱60.00

slathered with barbecue sauce and
melted Cheddar cheese- served open-
faced. ₱90.00

 CHICKEN RANCH SANDWICH - Golden  Hotdog ₱25.00

deep-fried chicken, served on a
kaiser roll with Ranch sauce, lettuce and
tomato. ₱90.00

 THE HIGHWAYMAN - Colossal. Char-  Little Steak ₱75.00

broiled. One entire pound of juicy
ground beef with Canadian bacon, Swiss
cheese, lettuce, grilled onions, barbecue
sauce and tomato on a giant bun.
₱120.00
PAGE 6

PROMOTION
The Toast Restaurant uses a mix of various promotions and media to spread news about
ourselves. This includes:
1. Direct mail, generated from in-store "Event Cards" and customer's business
cards. Event cards are forms that the customers fill out so as to receive notices of
our upcoming events.
2. Young people's tours, to generate enthusiasm among the kids in our area, who in
turn spread it to their folks.
3. Eye-catching exterior neon and torches.
4. In-store comp cards for appetizers and desserts.
5. Free surprise dinners for radio station DJ's.
6. Charity events for senior citizens, high schools, grade schools, churches and
community centres.
7. Trade shows, to promote private dining, banquets and catering.
8. "Vintner and Chef Dinners" bringing together the wine making and culinary fields
at showcase events, to be held at the Toast Restaurant.
9. High profile interaction between our managers, and the customers.
10. Excellent service and high food quality every single day in the restaurant.

PEOPLE
We will employ three different marketing tactics to increase customer awareness of
Toast Restaurant. Our most important tactic will be word-of-mouth/in-store marketing.
This will be by far the cheapest and most effective of our marketing programs.
 V.I.P. Party - We will host a V.I.P. Dinner before the 'Grand Opening.' This will
serve the dual purpose of training our staff and introducing ourselves to the
community. The list of individuals we will invite comes from the Chamber of
Commerce.
 Grand Opening celebration.
 Once a month invite a new local artist to show their work in the restaurant.

PROCESS
We require our servers to have a thorough and comprehensive understanding of the
menus, ingredients and methods of preparation of all of our foods and beverages. We
train our staff to always describe and recommend items, even to regular customers, and
to always upsell. The key to a server's success in upselling is the realization that it almost
always brings in better tips because the checks are higher.

PHYSICAL EVIDENCE
The Toast Restaurant will align with hotels, movie theatres, live theatres, banks and
retail stores in an informational brochure exchange. Each business will have a chance to
promote the other businesses at their place of business. Additionally, our respective
businesses will barter with each other, using gift certificates and comps.
 PAGE 7

BUDGET

Over the course of 2019, given the cash allotted to the Marketing team, we expect to
invest the following items to ensure we meet the objectives outlines in the marketing
plan:
MARKETING EXPENSE ESTIMATED PRICE
V.I.P. Party P120,000.00
Grand Opening celebration. P134,570.00
Content Sponsorship P23,000.00
Advertisement (Television with a famous P21,000.00
artist)
Gift Certificates (10 packs) P25,000.00
TOTAL P323,570.00

The first month (August) sales will open strongly, because of the advance buzz created
by our pre-opening marketing, and our Grand Opening Festivities. Sales will drop off
slightly as we begin to sort out our operational patterns.

TOAST RESTAURANT CHART

6

0
August October November December

Toasted Specialties Seafood Just for Kids!

PAGE 7

MARKETING CHANNELS
Over the course of 2019, we will launch/ramp up our use of following channels for educating our
customers, generating leads, and developing brand awareness:

Toastrestaurant.com
The Toast Restaurant website will be initially developed with few technical resources. We will maintain
a simple, classy, yet Internet focused site. The website logos and graphics will be the same artwork
found on our hard-copy menus and in various spots in the business plan. Our managers will maintain the
website. As the website rolls out future development such as restaurant delivery options, newsletters
and downloadable market research reports, a technical resource may need to be contracted to build the
traceable download and the newsletter capabilities.

TOAST RESTAURANT

TOAST_RESTAURANT