Essay:

Essay details:

  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
  • File format: Text
  • Number of pages: 2

Text preview of this essay:

This page is a preview - download the full version of this essay above.

Project Strategy:

SWOT Analysis

Frisch's Big Boy

Project Managers:

Zach Cousino, John Harper

Scribe:

Jessica Sima

Strengths:

Michael King, Payton Cook, Amara Dadosky, Andrew Stricker

Weaknesses:

Maya Leaphart, Mitchell Barnett, Adam Misali, Cameron Schellhouse

Opportunities:

Nick Cittadino, Sophie Barsan, Lakshya Kumar, Alleigh Maguire

Threats:

Liam Millen, James Booth, John Gardner, Ryan Rothermel

Table of Contents

Introduction……………………………………………………………………………….….… 2

Strengths…………………………………………………………………………………….…... 3

Familiarity……………………………………………………………..…………………. 3

Fresh Food ………………………………………………………………………………. 3

Loyalty………………………………………………………………………………..….. 4

Community Involvement………………………………………………………………… 5

Weaknesses……………………………………………………………………………………… 6

Marketing Methods……………………………………….……………………………… 6

Nutrition………………………………………………………………………………….. 7

Location………………………………………………………………………………….. 7

Opportunities…………………………………………………………………………………… 8

Marketing………………………………………………………………………………… 8

Social Engagement…………………………………………………………………….…. 9

Community Support…………………………………………………………………….. 10

Health Trends…………………………………………………………………………… 11

Threats…………………………………………………………………………………………. 12

Competition……………………………………………………………………………... 12

Health Awareness…………….…………………………………………………………. 13

Strategic Recommendation…………………………………………………………………… 14

References ……………………………………………………………………………………..

Frisch's is a family dining style restaurant that serves breakfast, lunch, and dinner. They are most famously known for their Big Boy sandwich, breakfast bar, and desserts. Frisch's originated in Cincinnati in 1905 with Samuel Frisch opening the first Frisch's Cafe. Dave Frisch then took over in 1923 and turned into what it is today by introducing the Big Boy double-decker and expanding the Frisch's franchise to Kentucky and Indiana. Since then, the business has been growing and gaining many loyal customers along the way thanks to their mission statement and core values: “As an iconic American brand, we strive to provide every guest with an experience consistent with our Values and Guiding Principles during every visit.” Frisch's core values and guiding principles are quality, family, community, accountability, and fun.

Frisch's currently targets the older generations, appealing to them with nostalgic feelings of the classic, American dining style restaurant. With all of our research in mind, we believe that increasing healthy options, community engagement, and social footprint, Frisch's can expand their market to younger generations. Although their current target market is older generations, they stated they would like to attract the younger generations as well, however, their current outreach methods are not efficient with younger generations.

Through a company presentation, commissary visit, and thorough research, we have developed a SWOT analysis for Frisch's, identifying internal strengths and weaknesses of the businesses and looking at external opportunities and threats. With this information, we have developed a strategic recommendation for Frisch's to expand their target market and increase sales.

Strengths

Familiarity

First impressions are important. What people first see and think when pulling up to a restaurant can determine their experience at the restaurant. With the iconic Big Boy mascot appearing on the outside of every restaurant, it provides a sense of comfort. As one makes their way inside, they will see a diner-style dining room, reminding perhaps parents or grandparents of their glory days when they would go to Frisch's when they were younger. Although Frisch's is known as a classic, old time, American Diner, they are working to remodel the inside of all of their restaurants, which could appeal to the modern generation (Frisch's). Going to a restaurant and not knowing what half of the items are is a little frustrating, but you will never run into that problem at Frisch's, as they have all American classic food, such as burgers, meatloaf, sandwiches, etc. Even if you do need help reading the menu, their friendly workers can give you a hand and they will give you all of the information there is to know about Frisch's and their menu. A yelp review recorded by a customer said, “We had excellent service the entire time.” (Ellen W.'s Review | Cincinnati | Yelp.). But even if you don't have time to experience their grade A service in the fullest, you can always go through the drive through, which makes your experience quick, yet pleasurable. Frisch's has a family-oriented, comforting atmosphere and that makes your experience just as good as you had imagined.

Fresh Food

Something that Frisch's does very well but does not focus a lot of their marketing on is the freshness of their food: always fresh and never frozen. Through a commissary visit, we learned that everything from their pumpkin pie to their spice blends are made from scratch. All of their food is made at the restaurants, for example, the onion rings are breaded and cooked at each restaurant every day, the same goes for their bread. The meat that they use is 100% beef, ground and compressed into patties or ground and packaged without compression for their chili or meatloaf. The vegetable soup at Frisch's is also made every day, cooked and simmered to perfection ready to be served, this is also the same process that they use for their chili, always made fresh daily for maximum flavor. They have two truck deliveries every week to each restaurant for a constant flow of fresh ingredients, all cut and packaged daily, ready for delivery. Frisch's also has a plan for cage-free eggs, they recently started sourcing cage-free eggs in 2016 and plan to be 100% cage-free by 2025 (Frisch's). Having fresh and soon to be more organic foods is always appealing to customers.

Loyalty

Customer loyalty of towards Frisch's is a major strength of the company. Loyalty gets customers to continuously come back and bring more interactions within the company. Products sold can gain customer loyalty. Frisch's pumpkin pie is a well known product that is very popular in sales. By continuing to keep these products on their menu, it gets customers to come back and continue to stay loyal to the company. The reappearance of coke products also gained back customer loyalty, as it was removed from their menu a while back. Customers were very excited to hear that it has returned, it even made the news, thus showing that loyalty is gained through the products that Frisch's supplies. Frisch's core values include family and community. The focus of family helps spread awareness of these values and passes that loyalty down through generations. By having their target market as the older generation and advertising to them through reminder advertising, this helps older generations continue to be loyal to the company. The core value of the community is a huge factor in loyalty as well. Awareness in the community helps bring city loyalty, which is huge in Frisch's company because they are mainly local. Frisch's has among the most loyal customers in the city. They are in the most loyal customers in Cincinnati trailing just behind skyline (Brookbank, 2017).

Community Involvement

Being involved in the community is an aspect of a restaurant that can drive customers to support that particular restaurant more. Being involved in the community demonstrates that the restaurant does not only care about making a profit, but feels they have the responsibility to give back to society. Community involvement is a very important value to Frisch's. Dave Frisch created this idea and the company strives to continue his legacy. Frisch's gives back to the community in a number of ways through their Frisch's Cares programs. One way that Frisch's cares for kids by participating in Adopt a Class in which once a month representatives from the company go into a classroom to teach or lead an activity. Frisch's encourages achievement in school through their extra effort certificates which are given to children who are demonstrating hard work in the classroom. With these certificates, they also receive a free big boy sandwich. Not only does this advocate education, but it also advertises the restaurant because parents are more likely to go to a restaurant if they have a coupon. Other ways Frisch's cares for kids is their sponsorship of the Reds Kids Opening Day. While Frisch's target market tends to be older people between the ages of 50 and 80, many of their community efforts tend to focus on kids. Frisch's cares is also a supporter of Artswave. This company provides funding and resources for art organizations throughout Cincinnati. For over 40 years Frisch's has presented the Cincinnati ballet of the “Nutcracker”.  Having the tradition of presenting the ballet demonstrates that Frisch's truly cares about it. Another Frisch's Cares initiative is that they will support non-profit organizations by donating 20% of sales during a certain time slot back to the organization. All the non-profit has to do is submit a form and then show a flyer during their allotted time (Frisch's). This idea is something that Chipotle thrives on because highs schools often have fundraisers through Chipotle. Not only is their involvement beneficial to the community but it also helps market Frisch's name and gives them a competitive advantage over other restaurants.

Weaknesses

Marketing Methods

Frisch's current target market is the older generations, however, they have said that they would like to begin marketing to the younger demographic. According to the Washington Post, Millennials and Generation X use their cell phones about 9 hours every day (Tsukayama, 2015). Knowing this, Frisch's could improve the amount of younger people coming to their restaurants by aiming their marketing towards them. Unfortunately, Frisch's is not currently doing that. The marketing methods they have right now are TV commercials and social media. Their commercials are more directed towards older people through the networks that they are televised through. Another marketing platform they use is social media. Frisch's is present on social media like Facebook and Twitter but does not engage with their followers. Also, Frisch's follower count is rather low in comparison to other successful businesses with no more than three thousand followers on any of their social media outlets. They are lacking social media platforms that attract younger people, which is why they aren't expanding their customer base.

Nutrition

One of Frisch's major weakness is the nutritional values of their products. Although they

have a salad bar, they have a plethora of other unhealthy options. Frisch's menu also struggles to provide options for vegetarians or vegans or other common dietary restriction. Through a research study taken of 50 college students, the results show that 0% follow any of Frisch's social media platforms. Although this was a small sample, with the increase in social media among younger generations, we can conclude Frisch's social media doesn't seem to be recognized by many people. Another question asked of those surveyed was to rate the food on a scale of one to ten. Only 54% rated the food above average - 6 or higher. This survey shows that Frisch's marketing is not reaching the younger demographic. Younger generations are being raised more health conscious now than ever. They track calories, watch what they eat, and usually choose a healthy meal over one that brings high calorie satisfaction. The weakness there lies with the different generations and what appeals to them. Older generations tend to find a meal they like and what tastes good, regardless of its nutritional value. They also tend to enjoy sit down meal that makes them feel like they're right at home. Millenials and even younger generations don't tend to find that appealing, so they want healthy options and convenience. Although it can be difficult for Frisch's to have to appeal to such a span of generations, they need to try to propose healthier counterparts.

Location

Although Frisch's is limited to only 121 locations in three states, Ohio, Kentucky, and Indiana, they are not gaining possible profits because they do not have as many restaurants open as they could. For example, the whole state of Indiana only has six locations and they do not have a location in Indianapolis, the capital of the state. There could be multiple Frisch's in this city alone, but yet there are none. Frisch's needs to focus on targeting other big cities where their presence could be profitable in Ohio, such as Akron or Cleveland. In Cincinnati alone, there are multiple locations. Frisch's needs to consider doing the same in these major cities listed because they most likely would be a success. Finally and in relation to opening more locations, since their focus is in Cincinnati, Frisch's has no restaurants where Cincinnati natives are likely to travel, such as at exits off major highways like I-71 and I-75. As they are traveling and see a Frisch's logo, they may be enticed to go to Frisch's, a family dining style restaurant, over a McDonald's or other common fast-food joints.

Opportunities

Marketing

A great opportunity for Frisch's lies within its ability to market to newer trends. As the older and younger generations differ quite a bit, it is important to be able to reach both in order to grow. While the older population grew up with a sit-down family dining style, the younger generation is quite the opposite. Research shows that they strongly prefer fast-casual dining over anything else. In fact, three of the top five restaurants in sales growth in the U.S. were fast-casual restaurants: Blaze Pizza, Shake Shack, and First Watch (Whitten, 2018). While Frisch's is not considered a fast-casual restaurant, it is quite diverse. But because Frisch's currently markets only the iconic Big Boy character, many of the younger generations don't know just how diverse the dining styles are. Therefore, one opportunity we've found is the idea of marketing its diversity - the idea that Frisch's can cater to your style of dining. When digging deep into Frisch's commercials, or even billboards and other advertisements, all we continue to see is the Big Boy. Even though he is very iconic to the brand, he doesn't tell us about the diversity of the restaurant. Today's generation loves to feel as though they are catered to, and Frisch's can do exactly that! There is an opportunity to market the All You Can Eat style through the salad and breakfast bars, the Quality Food in a Fast Fashion style through the full menu drive-thru, and especially the Family/Friend Sit-down style which Frisch's has been known for since they opened. By marketing this idea, the younger generations feel catered to in the fact they have a choice in how they want to eat.

Social Engagement

As the advancement of technology has skyrocketed over the last two decades, the youth of society is growing increasingly attached to social media. Since they spend most of their time in the digital world, there's a huge gap between young and old generations watching television. A lot of the older population gets their daily dose of entertainment by watching traditional TV, and so they are well informed of the advertisements that are presented, however, the young population isn't getting informed in this same manner. There are a lot of quintessential opportunities that Frisch's can work on that can combat that gap to help both the young and old population stay informed and engaged with the restaurant. Research shows that restaurants that stay engaged with their customers create loyalty and community (Leighton, 2017). If Frisch's stay connected with their community on social media, it can help draw a lot of traffic to their restaurant. One way they can execute this task is on Facebook. Facebook is an incredible platform for customers to give their honest opinions of how their visit to the restaurant was. Customer feedback is an incredible way for Frisch's to work on their products and services that they need to improve. Frisch's should also advertise their products on social media like Instagram and Facebook to bring traffic to the restaurant. The first thing people see on Instagram when they look at the profile of Frisch's is their bio, which is a great location to put updates and keep customers informed. A fun way to bring in a lot of traffic is to have a Meal of the Day featured in their bio, and Instagram stories. Another way to grasp the attention of the youth is through email. Since a lot of college students invest their time through email, Frisch's could have an email subscription on their webpage to give updates on the status of the restaurants such as discounts, happy hour, or any new products they add.

Community Support

Perhaps the strongest asset Frisch's has is its close connection to the community that founded it: Cincinnati. The strength and sincerity of a Cincinnati native's loyalty to the teams and companies they love most are nationally renowned. inMarket recognized this fierce commitment in the release of a report that listed Frisch's in the #3 spot for customer loyalty out of all restaurants nationwide (Brookbank, 2017). Active involvement in the community is what differentiates between a company saying that it cares, versus a company showing that it cares enough to carry out the contents of its mission statement. It is evident from the company website that Frisch's puts forth a genuine effort to be active within the Cincinnati area: “We support our local communities by giving from our company and giving of ourselves. Our focus is to use our time and talent as well as our financial resources to show our communities that Frisch's Cares” (Frisch's). The organizations supported and events held are also shown on the website. There are a plethora of opportunities for Frisch's to be a present local figure; one path that bears the potential for great success is involvement with tri-state area high schools, colleges, and universities. Frisch's could aim to partner with school systems, such as Cincinnati Public Schools, districts in Northern Kentucky, and local universities to provide students with unique opportunities for success both in and out of the classroom. Frisch's could partner with high school organizations, such as Future Farmers of America, to allow students interested in agriculture to learn more about how products are produced for restaurants and used within meal production. Frisch's could even look to use produce grown at local schools for their nearby restaurants. For higher level education, Frisch's can offer partnerships with universities to allow students to gain practical work experience in the form of co-operative education or internships. Business students, in particular, can gain valuable skills from experience working in real-world companies. Frisch's could also consider awarding scholarships to high school students pursuing higher education, or current college students that demonstrate exceptional characteristics that coincide with the core values of Frisch's. Community involvement is also accompanied by benefits to the company, like increased exposure and brand awareness. Active involvement within the community is a win-win situation for all entities involved.

Health Trends

A major trend among newer generations is certain diet fads - vegan, vegetarian, and gluten-free options are becoming a norm for many restaurants due to demand. Frisch's, known for their Big Boy sandwich, is seemingly lacking in their options for people with dietary restrictions. With no gluten free options and very limited vegan or vegetarian options, Frisch's has an opportunity to expand their menu and therefore expand their target market. For customers who don't have dietary restrictions, but chose to live a health-conscious lifestyle, Frisch's could also make the transition to strictly organic fruits and vegetables used in their famous recipes. In making these changes to their menu, Frisch's would appeal to a broader target market, attracting not only people with diet restrictions but also people who value organic produce to accompany their fresh never frozen meat. In addition to certain health trends on the rise, environmental impact is a growing concern with Millenials and younger generations as well. Restaurants that are environmentally conscious are valued and more supported than those that are not (The Hartman Group). Whether it be plastic, cardboard, food scraps, or other recyclable waste, it has become increasingly important for people to be conscious about how it is affecting the world around them. With Frisch's current use of plastic straws and lack of composting leftover produce, Frisch's has the opportunity to make leaps in the near future to change its environmental impact as a company. Movements to save the oceans have recently increased in popularity and continue to be a growing concern in older generations to preserve sea life for future generations. By switching to paper straws instead of plastic, Frisch's would be making a statement regarding their concern for the environment. While Frisch's recycles their cardboard and paper products, they have yet to compost their leftover organic products. By composting, they will reduce their landfill waste, therefore adding value as a company who is environmentally conscious.

Threats

Competition

Frisch's likes to think of their competition as any other food service or restaurant. Their most formidable competition in the restaurant industry, specifically family and comfort food-oriented establishments, include Bob Evans, Denny's, Waffle House, Wendy's, IHOP, Mcdonalds, and Cracker Barrel. Some of the fastest growing restaurants in the nation pose the biggest threat to Frisch's and their customer base, especially First Watch as they saw their nationwide sales jump almost 32% in 2017 (Whitten, 2018). They are a breakfast focused establishment and has done extremely well at building a presence in the midwest, where Frisch's stakes their claim. With the growth of these chains, the threat of competition increases, and without making some changes, Frisch's may fall behind.

Health Awareness

More now than ever, consumers are focusing on their overall health, focusing especially on their diet. Millennials have been labeled the most “health-conscious generation ever” says a study by Yale Perspective, partly due to their unprecedented access to health information which is readily available online via the internet (“Are Millennials Healthier than the Baby Boomers?”). Superfoods, such as mushrooms, green tea, and certain vegetables, have become a popular trend that resonates with the younger generations. With social media sites, mostly Instagram, individuals have made names for themselves by influencing others to eat and live in a healthy manner, promoting these superfoods and other trendy health things. According to data collected by The Halo Group, “65 percent of people born after 1975 regularly consult either a nutritionist, dietician (58%), or a personal trainer (54%) about their food choices (The Halo Group). Another study showed that 9 out of 10 millennials consider healthy eating to be one of the pillars of wellness, so much so that 77 percent exclude from their diet whatever they believe could be harmful to their health. This is compared to a mere 12 percent of baby boomers (Livio). The target market of Frisch's is the older demographic with good reason, but as the Baby Boomers start to diminish, Frisch's will have to rely on the next generation of customers. A large threat to a comfort-food oriented restaurant is to see just how health-oriented young consumers are becoming.

Strategic Recommendations

...(download the rest of the essay above)

About this essay:

This essay was submitted to us by a student in order to help you with your studies.

If you use part of this page in your own work, you need to provide a citation, as follows:

Essay Sauce, . Available from:< https://www.essaysauce.com/essays/marketing/2018-12-3-1543863523.php > [Accessed 14.10.19].