F&B Upselling strategy

INCREASING EVENING FOOTFALL

STRENGTHS WEAKNESSES • Easy to target the mall’s visitors • Location inside the mall limits the • Possibility of marketing support visibility from the outside from MAF • Wide F&B outlets variety inside the • Fresh concept, appealing to the mall local customers • No availability of alcohol makes is • Creative interior concept makes it less interesting as a dinner destination for the expats a good spot for art and design related activities • Not many offers for families and big groups SWOT ANALYSIS • Prices are slightly higher than at the comp set • Undeveloped digital tools OPPORTUNITIES THREATS • Small private events • Similar restaurant competition • Delivery and take-away services • Confusing perception, as the • Loyalty program for Mirdif restaurant gives an impression of residents breakfast / lunch location • Custom made cakes and pastries • Healthy and vegan menu offers • Media and influencer campaigns with attractive photo and video content

BOSPHORUS CAFE BATEEL • Mediterranean cuisine specials • Mediterranean cuisine specials • Combo meals and special offers • Well-known name with established available customer database • Well-known name with established • Similar pricing strategy • Popular choice for take-away and customer database • Extensive menu with wide selection delivery of dinner options • Convenient family style seating • Moderate pricing strategy COMPETITIVE SET PAUL OTHERS • Popular destination for breakfast, • Offering Meditteranean cuisine: lunch and dinner Leila, Awani, TurQuisine • Attractive menu with similar • Family dinner places: Logma pricing strategy • Popular networking spots: Le Pain • Take-away and delivery available Quotidien

TOPLUM = SOCIETY ENGAGING COMMUNAL SPACES FOR GROUPS AND EVENTS

STRATEGY: GROUPS AND SOCIAL EVENTS OFFER: A SET MENU OR SHARING PLATTERS AND A CAKE FOR SMALL GROUPS (BIRTHDAY CELEBRATIONS, BABY SHOWERS). OPTIONAL DECORATION TO BE INCLUDED. PRE-ORDERED CUSTOM MADE CAKES ARE AVAILABLE AT ADDITIONAL CHARGE. LOYALTY CARD AS A GIFT TO THE CELEBRANT FROM THE RESTAURANT. TARGET AUDIENCE: LOCAL COMMUNITY RESIDENCES, MALL EMPLOYEES. ADVERTISING CHANNELS: SOCIAL MEDIA, IN-HOUSE PRINTS, ONLINE LISTINGS, LOCAL MEDIA DISTRIBUTION.

STRATEGY: FOOD AND EXPERIENCE ART EVENTS & CLASSES OFFER: COLLABORATION WITH LOCAL ART COMMUNITIES, SCHOOLS AND HOBBY GROUPS BY PROVIDING SPACE FOR THEIR REGULAR MEETUPS IN THE AFTERNOONS. POSSIBLE CLASSES: COLORING, HANDMADE, GIFT WRAPPING, SCRAPBOOKING. TARGET AUDIENCE: ART AND HANDMADE ENTHUSIASTS, REGULAR CUSTOMERS. ADVERTISING CHANNELS: • ART COMMUNITIES (GALLERIES, DUBAI DESIGN DISTRICT, HOBBY CLUBS) • INTERNATIONS HTTPS://WWW.INTERNATIONS.ORG/ • MEETUP HTTPS://WWW.MEETUP.COM/

STRATEGY: FOOD AND EXPERIENCE CULINARY WORKSHOPS OFFER: EASY LIVE TUTORIALS FOR LOCAL RESIDENTS: • DESSERT DECORATION; • BARISTA WORKSHOPS ETC. THE EXPERIENCE INCLUDES A WORKSHOP AND FOOD TASTING FOR THE PARTICIPANTS. ADVANCE BOOKING IS REQUIRED. TARGET AUDIENCE: SINGLE EXPATS AND FRIENDS THAT ARE LOKING FOR AFTER-WORK SOCIALIZING AND NEW EXPERIENCES. CORPORATE PARTNERS (AS A TEAM BUILDING EXPERIENCE). ADVERTISING CHANNELS: SOCIAL MEDIA, IN-HOUSE PRINTS, CORPORATE CHANNELS, ONLINE LISTINGS, LOCAL MEDIA DISTRIBUTION.

STRATEGY: DINING AND NETWORKING OFFER: “TOPLUM IS A CALMING PLACE , CREATED TO FOCUS AND TO REJUVENATE FROM THE DAILY STRESS” MEAL COMBINATIONS AND SHARING PLATTERS MENU FOR AFTER-WORK HOURS, SPACE FOR NETWORKING EVENTS AND COLLEAGUES OUTINGS. TARGET AUDIENCE: EXPATS, MALL EMPLOYEES, BUSINESS EXECUTIVES LOOKING FOR EVENING NETWORKING AND NEW DINING EXPERIENCES ADVERTISING CHANNELS: • INTERNATIONS HTTPS://WWW.INTERNATIONS.ORG/ • MEETUPS HTTPS://WWW.MEETUP.COM/ • DUBAI LADIES CLUB HTTPS://DUBAILADIESCLUB.COM/ • PROFESSIONAL COMMUNITIES

STRATEGY: PROMOTE & UPSELL CAPTURING LATE NIGHT MALL VISITORS OFFER: LATE NIGHT TAKE AWAY FOR THE EVENING VISITORS IN RUSH IN NEED FOR A QUICK BITE OR A TAKE AWAY DINNER. EMPHASIZING ON ENVIRONMENTALLY FRIENDLY TAKE AWAY PACKAGING. ADVERTISING CHANNELS: ZOMATO AND SOCIAL MEDIA. O F F E R : TUESDAY CINEMA NIGHT PRESENT YOUR MOVIE TICKET AND GET A SPECIAL DISCOUNT ON ONE OF THE ITEMS IN THE MENU. TUESDAYS AND WEDNESDAYS ARE THE DAYS OF THE WEEK, WHEN MOST OF THE CINEMAS OFFER DISCOUNTS AND EXTRA TICKETS. THIS IS A CHANCE FOR THE RESTAURANT TO CAPTURE THE CINEMA VISITORS (MOSTLY COUPLES AND FAMILIES) IN THE EVENING. ADVERTISING CHANNELS: CINEMA OFFICES AND SOCIAL MEDIA.

STRATEGY: PROMOTE & UPSELL SEASONAL OFFERS OFFERS: SEASONAL SPECIALS, FEATURING TRADITIONAL CUISINES OR SEASONAL PRODUCTS (EX. PUMPKIN SPICE LATTE IN STARBUCKS AS AUTUMN SPECIAL). DELIVERIES AND SPECIAL TAKE-AWAY MENUS (TURKEY FOR THANSGIVING, SWEETS FOR VALENTINES, RAMADAN IFTAR SET MENU). *CREATE A YEARLY PROMOTIONAL CALENDAR, WITH SPECIAL OFFERS DEDICATED TO HOLIDAYS AND EVENTS. TARGET AUDIENCE: LOCAL AREA CUSTOMERS AND MALL EMPLOYEES ADVERTISING CHANNELS: SOCIAL ME DIA, E-MAIL NEWSLETTER, ONLINE LISTINGS, LOCAL MEDIA DISTRIBUTION.

MARKETING TOOLS & PARTNERS DIGITAL STRATEGY ONLINE VISIBILITY: CHANNEL MIX DEVELOPING THE IRS & THIRD PARTY F&B Digital & SM Printed media Cross-marketing ADVERTISING PLATFORMS TO INCREASE ONLINE Online listings Events Door-to-door VISIBILITY AND TARGET THEIR EXHISTING SUBSCRIBER DATABASE (ZOMATO, TRIPADVISOR, OPENTABLE, GO DUBAI). SPONSORED PLACEMENTS ON THE F&B CHANNELS. E-MAIL MARKETING: USING THE RESTAURANT’S DATABASE AND THIRD PARTY ENGINES WITH THEIR OWN SUBSCRIBERS LIST (DINING & NIGHTLIFE, BEST BITES, ALLEVENTS.IN). SOCIAL MEDIA: DEVELOPING RESTAURANT PAGES AND COLLABORATING WITH FACEBOOK GROUPS AND COMMUNITIES. ACTIVATING UGC STRATEGY TO GAIN GOOD QUALITY CONTENT. COMPETITIONS AND SPONSORED PLACEMENTS. CUSTOMER ENGAGING CAMPAIGNS: ATTRACTING THE VISITORS AND POTENTIAL CUSTOMERS TO THE EXISTING CHANNELS. USING CRM TOOLS TO INCREASE FOLLOWERS AND GATHER THE FEEDBACK FOR FURTHER ANALYSIS. PPC STRATEGIC CAMPAIGN FOR SPECIAL EVENTS AND SEASONAL PROMOTIONS.

MARKETING TOOLS & PARTNERS PARTNERSHIPS & PR MAJID AL FUTTAIM: INCLUSION INTO ONGOING MALL MARKETING ACTIVITIES. COLLABORATING WITH MAF COMMERCIAL TEAM TO BE ABLE TO USE THEIR CUSTOMER DATABASE AND GET FEATURED FOR THE SEASONAL PROMOTIONS AND SPECIAL OFFERS. “DISCOVERY” APPLICATIONS: APP-BASED MEMBERSHIP PROGRAMS THAT ALLOW MEMBERS TO CLAIM BENEFITS (TRAVELLERPASS, ENTERTAINER), LIMITED TO EVENING TIMINGS. CORPORATE PROGRAMS & EVENTS: SPECIAL DINNER OFFERS FOR CORPORATE CLIENTS AND LOCAL BUSINESSES. INCLUSION INTO EXISTING LOYALTY PROGRAMS (SHARE, ENBD, EMIRATES, ADVANTAGE, NAJM). PRINTED MEDIA: FEATURES IN DEDICATED F&B ISSUES, IN-HOUSE PRINTS, INCLUSIONS IN LOCAL AREA ADVERTISING. CSR PARTICIPATION: VEGAN MENU ITEMS, SUSTAINABLE STRATEGY, INCLUSION INTO LOCAL EVENTS & SUSTAINABLE PROGRAMS (DGRADE, DOGGY BAG, EARTH HOUR).

Preparation stage 30 days 60 days 90 days 180 days BRAND Definition (positioning, PR planning and Strategic partnerships Refreshing PR Review the strategy, AWARENESS target audience, SWOT launch (events (lifestyle & corporate campaign, engaging address the strengths calendar, strategy). into CSR activities. DIGITAL analysis) On-site advertising programs, social Cross-promotions. and weaknesses MEDIA Web presence (website platforms, local Creating new engaging CRM (sampling) communities) Progress and REVENUE launch, link to all Social media (boosting, Exploring new digital engagement review. content, photo and existing online platforms (delivery, video materials platforms, SEO influencer repost, event platforms, online SEO and PPC optimization) content creation, optimization updating TA & Zomato listings) pages) Identify key media and Launch a promo code Content creating media Cross-promotions with Review the strategy, bloggers. Send out based referral and influencers outlets and local address the strengths influencer invitations. influencer campaign. (Insydo, Acumen, businesses. Engaging and weaknesses Preparing narratives Press releases Dubai foodies etc) local customers Review the strategy, Updating the CRM address the strengths tools, creating report Maintaining the online Exploring new Prepare the analytics, engagement, guest customer engagement sort the databases, and weaknesses. templates feedback analysis. cross-marketing Remarketing the Menu analysis, Developing loyalty and feedback tools campaigns to engage existing customers customer profile, strategy, customer (surveys, sms, emails) new customers Strategy review, pricing strategy review retention programs Increasing the average updating the objectives Developing seasonal check. Emphasizing on Cross-promotions with and on-going outlets and local and goals promotions. Defining groups and private events. Lead capturing businesses to engage upselling opportunities new customers

PREPARED BY: ANASTASIYA BABENKO [email protected]