Deli de la Santo ®

Delicious, healthy Italian cuisine, for people on the move.

(011) 788-0161

www.delidelasano.net







May
15th

2009



Mrs.
M
Matjetkane

Mobile
Kitchen
Specialists

123
Jan
Smuts


Randburg
2233



Dear
Mrs.
Matjekane





This
document
consists
of
the
minutes
obtained
from
a
brand
strategy

meeting
from
which
various
aspects
of
your
prospective
mobile
kitchen

business
were
discussed.
The
meeting
was
held
at
Vega,
School
of
Brand

Innovation
on
the
13th
of
May
2009.



The
final
recommendations
that
follow
are
the
key
findings
that
were

highlighted
in
the
meeting.
We,
as
a
team
of
brand
strategists,
advise
the

following
recommendations:

Company
Image:
Various
restaurant
styles
were
considered,
but
the
concept

of
an
Italian
Delicatessen,
proved
to
be
the
most
appealing
and
powerful

concept.

Company
Product:
the
final
products
that
are
to
be
sold
should
most

definitely
stick
to
the
‘Italian
Deli’
theme
but
at
the
same
time,
the
products

should
be
quick
and
easy
to
make
(possible
premade
elements)
but
at
the

same
time,
prove
to
be
a
delicious
and
healthy
alternative
for
possible

customers.
The
concept
of
a
diverse
menu
consisting
of
a
large
variety
of

practical
meals,
which
are
easily
packaged
and
transported
for
a
customer
on

the
move,
should
be
noted.

Company
Name:
Many
names
were
suggested
but
in
keeping
with
the
healthy

Italian
deli
theme,
the
name
‘Deli
de
la
Santo’
was
the
favorite.
‘Deli
de
la

Santo’
is
the
Italian
translation
of
‘Deli
of
Health’.



Digital
1

Ryan
Shub
–
2009‐2936



Company
Colors:
As
a
team,
we
decided
on
extremely
earthy
colors,
including

blacks,
browns,
dark
greens
as
well
as
shades
of
beige.
In
using
these
colors,
a

theme
is
created
which
has
been
passed
onto
the
logo.

Company
Logo:
In
order
to
follow
with
the
healthy
Italian
deli
theme,
it
has

been
decided
that
an
extremely
minimalistic
logo
should
be
adopted

consisting
of
hand
drawn
elements
instilling
a
somewhat
home
made
appeal.

The
use
of
beautiful
ornate
script
has
been
adopted
in
order
to
instill
a
sense

of
class
and
culture.
The
natural
earth
like
colors
selected,
will
too
be
clearly

seen
within
the
logo
and
follow
deep
within
all
company
branding.

A
watermark
is
implemented
in
order
to
avoid
Logo
being
too
simple.

Company
Uniform:
It
has
been
decide
that
the
company
uniform
should
too

be
extremely
simple
as
well
as
follow
theme
colors.
The
uniform
will
make
use

of
a
simple
golf
shirt,
with
basic
company
branding
located
on
the
top
left

quarter
of
the
shirt
front
as
well
as
across
the
back
top
segment
of
the
shirt.

Then
heavy
cargo
like
pants
will
be
adopted
as
well
as
simple
shoes
such
as

loafers
or
‘all
star’
sneakers.
An
extremely
plain
apron
may
too
be
adopted
for

specific
employees
(basic
company
branding
should
appear).

Company
Slogan:
many
options
were
considered,
but
a
final
concept
arose

which
implements
elements
of
simplicity
as
well
as
a
casual
stance.


‘Delicious,
healthy
Italian
cuisine,
for
people
on
the
move.’
the
slogan
is

clearly
simple
and
self‐explanatory.
It
is
written
in
a
somewhat
’handwritten’

script
which
too
instills
a
‘
home
made’
sense.






We
sincerely
hope
that
you
find
our
suggestions
and
findings
helpful.
We

thank
you
for
choosing
our
organization
as
a
viable
option.

We
hope
that
in

the
near
future
we
can
work
together
once
again,

Best
of
luck
with
your
future
business
ventures!



Sincerely,

Ryan
Shub

Vega,
School
of
Innovation

ryanshub@gmail.com

Enclosure:
Minutes






Digital
1

Ryan
Shub
–
2009‐2936



 Deli de la Santo ®

Delicious, healthy Italian cuisine, for people on the move.

(011) 788-0161

www.delidelasano.net




Minutes
of
the
launch
meeting
for
‘Deli
de
la
Santo’
foods.
Held
at
Vega,
School
of
Brand

innovation
.
444
Jan
Smuts
Johannesburg
on
Wednesday
13th
march
2009
at
12H30.






1. Notice
of
Concening
Meeting

Chairman
Mr.
Ezikial
Midige

Thank
you
for
attending





2. Apologies

Tshego,
Peter.





3. Business
Case
Brief

Recap
on
current
scenario
‐
Business
strategy
as
well
as
brand
strategy.

Mobile
Kitchens
to
be
placed
in
key
‘hot
spot’
areas;
such
as
Office
parks,
industrial

areas,
possibly
universities
and
schools.


Kitchens
should
be
relocated
during
weekend
–
possibly
public
areas
(i.e.
parks)





4. Company
Products

Possible
practical
ideas:
Hot
Dogs,
Pap
n’
Vleis,
Burgers,
Chips,
Curries,
Fish,
Cold

Drinks,
Frozen
Yogurts.

Dave
–
suggested
too
many
of
these
products
already
exist
–
too
much
competition.

Ryan
–
suggested
looking
beyond
practical
products
–
look
more
towards
a
new

untapped
concept,
which
has
not
been
exploited.

Jenna
–
suggested
specific
types
of
foods
aimed
at
specific
target
markets.


Digital
1

Ryan
Shub
–
2009‐2936



 Tumi
–
suggested
incorporating
specific
culture,
style
to
food;
such
as
Italian
foods,

Greek
Foods,
Local
favorites.

Ryan
–
elaborated,
adopting
a
theme
(cultural)
into
the
mobile
kitchen
could
prove

effective.

Rob
–
suggested
keeping
meals
simple
and
easy
–
avoid
foods
like
curries
and
fish,
as

they
are
not
practical
fast
food
dishes
(take
to
long
to
eat
–
impractical
for
person
in
a

rush).

Markus
–
elaborated,
quick
easy
and
mess
free
meals
that
can
be
eaten
both
cold
and

hot
are
the
most
practical
options.

Andy
–
Note:
space
in
mobile
kitchen
(i.e.
Caravan)
is
limited,
thus
product
variety

must
be
kept
at
specific
quota.

Shannon
–
suggested
how
important
market
research
is
going
to
be
in
order
for
this

project
to
succeed.

Lerato
–
elaborated,
new
foods
should
be
placed
on
sale
based
on
a
trial
period

system
(establish
the
‘tastes’
of
the
given
target
audience).

Rob
–
suggested
food
should
be
presented
in
a
attractive
manner;
in
easily
consumed

portions.





Conclusion

Importance
of
target
audiences
tastes.

Exploration
into
new
innovating
mobile
kitchen
concepts,


The
importance
of
adopting
a
theme
into
brand
image,
brand
positioning.

The
importance
of
quick,
easy,
mess
free,
cost
effective,
tasty
products.

Limited
space
within
mobile
kitchen
posses
an
issue.





5. .
Possible
Company
Names

Tasty
Wheels

Fast
Food
Greek
Style

Mobile
Meals

Mobile
Bon
Appétit


Deli
Delicious

Deli
de
La
Santo

Lorenzo’s
Mobile
Bistro



Deli
del
la
Santo
seems
most
appealing.





6. Company
Colors

Possible
suggestions:
red,
green
black
combinations.
Orange,
Red
and
White

combinations.


Digital
1

Ryan
Shub
–
2009‐2936



 Preferred
combinations:
earthy
colors
–
brows,
blacks,
dark
greens,
shades
of
beige.

Match
theme
with
colors
–Italian
Deli.







7. Company
Logo

Keep
it
simple
–
appealing
colors.

Keep
with
Italian
deli
theme.

Ornate
script
–
text

‘Home
made’
feel.

Make
use
of
Italian
styled
imagery.
–
I.e.
paint
techniques.







8. Uniform

Lance
–
suggested,
gloves
to
be
worn
by
employees
handling
food
at
all
time.

White
Uniforms
to
be
avoided
problem
of
messy
looking
employees.

Popular
concept
–
simple
golf
shirt
with
basic
company
branding
(subtle).

‐ Cargo
pants,
loafers
or
all
stars.

‐ Plain
colored
apron
for
specific
employees.
(handle
food)





Possibility
of
chef’s
hat.





9. Company
Slogan.

Slogan
must
follow
theme
as
well
as
follow
brand
name.

Slogan
must
be
kept
strait
forward
and
simple
to
understand
(self
explanatory).

Kept
away
from
complex
words.

Possible
slogans:
‘food
on
the
move’



 
 
 
‘
Delicious
Healthy
Italian
cuisine,
for
people
on
the
move’

Second
option
is
preferred
and
may
prove
to
be
a
positive
implementation.





10. 
Matters
Arising


Company
requires
a
FOCAL
POINT
–
I.e.
the
implementation
of
specific
unit
managers,

which
control
all
consumer
relations
–
means
of
establishing
personal
relationship

with
store
thus
establishing
brand
loyalty.

Importance
of
advertising
–
Campaigns
aimed
specifically
at
target
audiences.

Use
of
flyers,
media
advertising
as
well
as
promotional
campaigns
initially.

Company
needs
to
maximize
profits
in
a
short
period
of
time.











Digital
1

Ryan
Shub
–
2009‐2936



11. Closure

The
meeting
was
closed
at
14H15




Digital
1

Ryan
Shub
–
2009‐2936