UX&UI

Crepe Kitchen

Save the local restaurant

The Background

In the small town that our school located, there are lots of small business. Recent years, these small businesses are getting through a hard time. Our job for the project is help a local restaurant called The Crepe Kitchen to redo their marketing plan and redesign their website, and to help them to attract more customers.

The Problem

The Crepe Kitchen has a website, but the design isn’t very well. There are too many texts on the site, even in the menu section, which is boring to read. Besides, the images on this website are low qualities which make the food looks not attractive. In addition, they are not use their social media effectually.

The Website

We made some change for the website. We designed the site become four pages. At the homepage and events, there are banners on the top of the page to show the newest dishes and promotions. Also, for the menu page, we added some images with high qualities.

Wireframe

Design

Marketing Plan

Company

The Crepe Kitchen is a French restaurant. We offering very local homemade French food (breakfast and lunch) and coffee. The products that makes us proud is our feature dish. Our homemade gourmet sweet and savory crêpes. French onion soup, unique sandwiches and our signature French press coffee. All the food is tasty and fresh, and the atmosphere is warm and friendly. It makes you feel at home .

Segments

Personas

Competition

Mo’s Kitchen & Tavern

It is also a restaurant, and the location is very close to The Crepe Kitchen. Mo’s Kitchen & Tavern has more rooms, and the opening time is longer. Also, the price of food in this restaurant is lower. But they don’t have any lovely dessert.

Tribeca Coffee Co.

It is also a restaurant, and the location is very close to The Crepe Kitchen. Mo’s Kitchen & Tavern has more rooms, and the opening time is longer. Also, the price of food in this restaurant is lower. But they don’t have any lovely dessert.

Starbucks

It is also a restaurant, and the location is very close to The Crepe Kitchen. Mo’s Kitchen & Tavern has more rooms, and the opening time is longer. Also, the price of food in this restaurant is lower. But they don’t have any lovely dessert.

SWOT

Strengths

● Menu is very strong offering many quality options, with a variety of different options to offer any customer who comes in.
● Operating hours
● Good social media presence
● Won many awards for their food and service
● Available gift cards for purchase
● Quality of food
● Customer loyalty

Weaknesses

● Design of their website
● Lack of content on their site.
● Lack of awareness of the restaurant.
● Establishing a bigger reputation than what exists now, in an area filled with high end posh restaurants will be challenging.
● Perhaps don’t have as much money to spend on rebranding and marketing their restaurant compared to competitors.
● Niece consumer base, and restaurant generally only serves one type of food which is restrictive in a sense.

Opportunities

● Customer loyalty, many people like crepes(sweet and savoury) and would be loyal to such restaurant that specializes in this field.
● Demand for crepes
● Rebrand can lead to more of a lucrative business.
● Lack of competition for this type of restaurant, especially in the relative area of Oakville.
● Expand Cash Flow
● Reputation
● Take out
● Increase operating hours
● Design of their website
● Lower awareness
● Specific type of food

Threats

● Competition from new restaurants opening up in near future or currently in existence.
● Cash flow
● Cost of operating a business in downtown Oakville
● Negative public opinion/testimonials.
● Rising price of production factors(land, labour, capital, skills)

Action Plan

In terms of advertising through social media, we would be using platforms such as: Instagram, Snapchat, Facebook etc. To consistently post and display live menu items, new menu items, and generally use those platforms to update our community on a consistent and regular basis in relation to content from our menu, since that is what attracts our customers. We would also like to use WOM (word of mouth ) by customers who enjoy coming to the restaurant as a form of local advertising and help with increasing the awareness of the business to the public within Oakville neighbourhoods. A re-designed website will be another form of advertising, incorporating it into our social media platforms, also using the website to link our social platforms to it as well. Promotions of the business would mainly consist of lunch special/brunch for the weekends, seasonal related menu items for events such as: Halloween, Easter, Christmas, Canada Day weekend. Outdoor sampling to people walking by would also be a form of advertising.

Pricing Strategy

● Since there is no competition in the area and the restaurant serves unique crepes (good quality food)they can set the price relatively. Can have promotions on certain occasions and timings (like brunch)

Place

● Market off storefronts and online. Use online marketing to notify people in the area.

Product

● Speciality in crepes, offering gift cards for future customers. ● For example,they can offer a pumpkin flavor crepe and black crepe during the Halloween. Also, they can change the package for different festivals.

Packaging

● Packaging for takeouts, a service for customers to have / buy crepes on the go.
- another form of marketing.

Promotion

● Mass marketing using emails for the local people.
● Social media - instagram, facebook, snapchat. It will allow for daily advertising.
● Website - Link social media to website. Weekend promotions on the homepage.
● The menu on the website can be redesigned with more images of the popular dishes.

Sponsorship

● Use local sponsorship, print, broadcast, radio, Online advertising and email campaign.
● Sponsorships are promoted through social media to get more viewership and attraction.
● Having loyalty programs, every couple of visits gets a free crepe. Digital media is the most effective way of promoting and staying within the budget compared to other forms of promotion. All of the promos will be engaging and will also deliver a message about the business.