307 Project 4 Outline Final Draft PDF

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STCO 307-02 Strategic Communications Project 4 Outline – Restaurant promotion Team 3: Nonesuch (Oklahoma City)

I.

Introduction A. Pickled green strawberries. Grilled chicken hearts. Aged duck. These are just some of the dishes offered at Nonesuch, a popular upscale restaurant in Oklahoma City. B. Though the food is on the adventurous side, it doesn’t deter customers from making reservations months in advance. C. That’s because Nonesuch isn’t just some pretentious restaurant with weird food. It’s a deliverer of a dining experience like no other. D. Today, we’ll discuss our plan to make sure even more consumers know that.

II.

Brief descriptions A. Restaurant 1. Nonesuch is a fine dining restaurant located in Oklahoma City established on October 4, 2017 (Albee, 2018). 2. Its dishes are “inspired by modern Nordic cooking” (Albee, 2018, para. 7). 3. Receiving high praise from critics even nationally, Nonesuch provides a 10-course tasting menu and wine pairings for around $95 to $150 per person (Albee, 2018). 4. USP

a. More local ingredients and unique foods – Unlike its competitors, Nonesuch boasts “hyper-local” ingredients and unusual foods like mushroom crepes and colostrum custard (Knowlton, 2018, para. 9). b. Intimate seating arrangement – Its intimate seating arrangement is also unique (Gutierrez, 2018). c. National attention – It is the only restaurant amongst its competitors to receive national acclaim from critics and magazines, most notably Bon Appetit (Gutierrez, 2018). B. Competitors 1. Ludivine a. Ludivine, a fine dining restaurant in Oklahoma City, is a top market competitor, catering to upper-class consumers with gourmet offerings for around $30-$50 a dish (Dining, n.d.). b. Ludivine also provides a multi-course tasting menu with wine pairings (Tasting menu, n.d.). 2. Vast a. Nonesuch’s other top competitor in the city is Vast, an upscale restaurant that offers a tasting menu ranging from $55-$75 for the first course, entrée and dessert (Chef’s specials, n.d.). Wine pairings can be added to each course for an additional $20 (Chef’s specials, n.d.).

b. Vast can seat 179 or more people on the 49th floor of the Devon Tower (Drink In. Eat Up., 2019). Like Nonesuch, Vast offers many “organic and vegetarian” options as well as providing multiple private dining rooms for a more intimate setting (Drink In. Eat Up., 2019). III.

Target audience A. Demographics 1. The target audience of Nonesuch is women from Generation X in the high-income group. 2. High-income earners, individuals within the upper socioeconomic level, are after exceptional dining environments that serve food that is prepared with high quality ingredients by experienced chefs and are more likely to have their meal at fine dining restaurants (Sprout Geek, 2015). 3. Women are more likely to pay for luxury goods and services like a fine dining experience whereas men consider a waste of money (Journal of Hospitality Marketing & Management, n.d.). 4. Millennials who frequent upscale restaurants are usually around 30-40 years old and boast high socioeconomic standings, with household incomes of around $100,000 and up (Ban, 2012). B. Psychographics 1. Generation X is value-driven and practical when it comes to budgeting (Generation 2018). Most Gen X members are married with an average

of 2.5 children per household making them family oriented. Generation X members love to search on the internet for information before making a purchase. They demand reliability and can be cynical and sophisticated about products, ads, and shopping (Wroblewski, 2018). They like brands that are consistent which then allows them to build trust with the brand. 2. They spend more money eating out than any other generation and seek experiences they can share on social media, which Nonesuch delivers with aesthetically pleasing dishes and a strong Instagram presence (Chang, n.d.). 3. Its millennial target values local food, adventure and heathy or organic ingredients, all of which Nonesuch provides with its locally-sourced, unique menu items (Mealey, 2018). IV.

Objectives A. To sell all the Nonesuch reservation tickets from July to September (1,760 total) by June 30th, 2019 resulting in a 35% increase in sales. B. To sell full tasting menu and wine pairing packages to 40% of customers by June 30th, 2019, for reservations from July to September of 2019.

V.

Image A. Unique, standout restaurant: Nonesuch is viewed by the public as new and unique. Nonesuch has been highly praised by critics and publications including Bon Appétit, 2018 Hot 10 and the Tulsa World (Gutierrez, 2018).

B. Community-based: Nonesuch provides only 22 seats in their dining area, sell out of reservations months in advance, and have chefs that come out and talk to their customers to ensure good dining experiences (Gutierrez, 2018). The focus of this restaurant is community. C. High-class and quality: They provide quality fine dining that can cost $150 per person (Albee, 2018). This creates a unique atmosphere between the family-style dining area mixed with the high-end, artisan meals. D. This campaign will further perpetuate these already-existing aspects of Nonesuch’s image and go a step further, asserting that Nonesuch is a place where diners can obtain an experience like none other. VI.

Strategic approach A. This campaign will establish Nonesuch as a place where consumers will have a dining experience like no other. 1. High-quality experience a. Recognized in well-known publications b. Nonesuch has been highly praised by critics and publications including Bon Appetit, 2018 Hot 10 and the Tulsa World (Gutierrez, 2018). 2. High-Class a. High priced menu b. Offer a 10-course tasting menu and wine pairings for as high as $150 per person (Albee, 2018).

3. A gathering place a. Inviting and welcoming b. Opposite of the prestigious atmosphere of a normal high-class restaurant. c. Nonesuch already focuses on a community atmosphere with its 22person seating arrangements and personal, local touch (Gutierrez, 2018). VII.

Tactics A. Direct mail 1. Menu overview 2. Reservation ticket advertisement B. Experiential Marketing Event 1. Event a. Nonesuch will host Inside Nonesuch, an experiential marketing event in which 22 customers will watch Nonesuch chefs prepare a meal and enjoy it alongside them for free. b. This personal experience will cause those present to form emotional connections with the brand and encourage them to recommend it friends and become loyal customers (Galetto, 2017). 2. Pitch letter

a. A pitch letter will invite a journalist from The Oklahoman newspaper to attend as one of the 22 guests at the event. b. This will increase the likelihood of detailed and favorable press coverage of the event. 3. Strategy a. Magazine ads and emails be sent out starting on June 1 to promote registration for the drawing of the event. b. Registration for the drawing will close on June 8. 21 registered consumers will be randomly selected to attend the event (setting aside 1 space for the journalist). c. The event will take place on June 15. C. Magazines 1. Magazine and newspaper ads will be used to promote Nonesuch and the Inside Nonesuch event. 2. Platforms – OK Gazette, Oklahoman, 405 Magazine D. YouTube Videos 1. There will be a link on the website to direct customers to the restaurant's YouTube Channel to view the videos or it will be embedded directly into the website for easy access

2. The videos will be individual interviews with each chef and will be about three minutes each. They will display the chefs’ personalities, encouraging consumers to form emotional connections with the brand. VIII.

Schedule and Budget A. Direct mail – $1,000 1. Week 1 – menu overview 2. Week 3 – Reservation ticket advertisement B. Experiential Marketing Event 1. Event – $39,000 on June 15 2. Pitch Letter – $1,000 sent during Week 1 3. Email – $1,000 sent once a week during the month of June C. Magazines – $6,000 1. Week 1 – OK Gazette 2. Week 2 – Oklahoman 3. Week 3 – 405 Magazine D. YouTube Videos – $6,000 (estimated by Max Evans from NextThought Studios) 1. Week 1 – Chef Paul Wang 2. Week 2 – Chef Jeremy Wolfe 3. Week 3 – Head Chef Colin Stringer

IX.

Conclusion 1. The goal of Nonesuch is to bring together people from OKC and all different walks of life, to join in a unique and high-class dining experience.

2. Instead of the normal, snobby feel associated with this idea, Nonesuch is bring their artisan craft to the family dinner setting. 3. With this new Inside Nonesuch event, we are striving to keep this unique restaurant on the rise and help them build their name locally and worldwide.

References 405 Magazine April 2019. (2019, April 10). Retrieved from https://issuu.com/sliceok/docs/405magazine-april-2019 Advertise. (n.d.). Retrieved from https://www.405magazine.com/Advertise/ Albee, A. (2018, November 30). Dallas diners are flocking to one of the best new U.S. restaurants - in Oklahoma City. Retrieved from https://www.dallasobserver.com/restaurants/nonesuch-draws-dallas-diners-to-oklahomacity-11394620 Ban, V. (2012). Analysis of the upscale/fine dining sector in the restaurant industry. MBA Student Scholarship. Retrieved from https://scholarsarchive.jwu.edu/cgi/viewcontent.cgi? referer=&httpsredir=1&article=1008&context=mba_student. Chang, T. (n.d.). 6 steps to opening a fine dining restaurant: The best pre-launch marketing strategy. Retrieved from https://luxe.digital/digital-luxury-reports/fine-dining-restaurantmarketing/ Chef's specials. (n.d.). Retrieved from https://vastokc.com/menus/chefs-specials Dining. (n.d.). Retrieved from https://www.ludivineokc.com/menus/#dining Galetto, M. (2017, June 27). What is experiential marketing? Best practices, examples, and more. Retrieved from https://www.ngdata.com/what-is-experiential-marketing/ Gutierrez, L. (2018, August 15). This restaurant will put Oklahoma City ‘on the national dining map,’ Bon Appetit says. Retrieved from https://www.kansascity.com/news/nationworld/article216732325.html

Knowlton, A. (2018). Nonesuch. Retrieved from http://projects.bonappetit.com/hot10/p/2 Mealey, L. (2018, December 14). 10 millennial restaurant dining trends. Retrieved from https://www.thebalancesmb.com/millennial-restaurant-dining-trends-2888291 Tasting menu. (n.d.). Retrieved from https://www.ludivineokc.com/menus/#tasting-menu...