Marketing Strategy for Sab-E Restaurant Purpose

Sab-E is a digital restaurant combining digital ordering and checkout service with a primarily Japanese approach to food preparation and content. With its emphasis on high-tech dining, health-conscious foods, Japanese cuisine (including sushi and sashimi), and a fashion-conscious and trend-conscious dTcor and environment, the target market for this restaurant consists of males and females ages 18 to 45 or thereabouts who are health conscious, adventurous in terms of cuisine, proficient with or interested in technology, college educated and/or with high levels of disposal income. As Pride and Ferrell (1987) have stated, identifying a target market with these kinds of variables is necessary in order to ensure that marketing strategies and communications are properly positioned.

To reach this target market, several s

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al should garner immediate interest within the community. These fliers can also be distributed at a local college where young, adventurous technocrats are being trained. Given the relatively low prices likely to be employed at the restaurant, the use of high tech digital ordering and the type of food being provided, it is likely that this strategy will also generate a local ôbuzzö that will bring customers into the restaurant. A final strategy recommended for Sab-E is to send letters or fliers (along with discount coupons) to local Japanese businesses, community organizations, civic groups, houses of worship, and so forth. Because the food being featured at the restaurant is traditionally Japanese, it is possible that Japanese residents in the community will be attracted to the restaurant. Recommendations on Free Media Pride and Ferrell (1987) have pointed out that many businesses benefit substantially from so-called ôfree mediaö as they are in the initial stages of development and as they improve their performance or brand image. Restaurants in particular have enormous access to free media in the form of press releases that describe the business and its unique characteristics. Free media include local newspapers and
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Approximate Word count = 1328
Approximate Pages = 5 (250 words per page)

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