Richies

Tuesday, October 26, 2010

Outline‣ Richie’s Current Overview

‣ Target

‣ Competition

‣ Personas

‣ Opportunities, Strategy and Positioning

‣ Program Tactics

‣ Communication Objectives and Success Metrics


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’sStudents 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 CompetitorsJimmy Johns The Draught Horse

The Noshery


Jimmy JohnsPurpose:

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

Tuesday, October 26, 2010Jimmy 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/BadTuesday, October 26, 2010

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

Tuesday, October 26, 2010• 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 Objectives

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.

Communication Objective: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.

Communication Objective: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 siteHome 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

Technology

Transcript of Richies