Bistro Express Marketing Plan

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Lighting will also be installed well inside the food truck for safe working habits and to appeal customers. It will allow them to clearly see the inside of our kitchen which will be kept clean, tidy, and properly arranged. Food trucks may have a reputation for being dirty but we will change this perspective by letting the customers see our preparation and serving.

Price: Bistro Express will be using a consistent gross profit rate of 20% based on sales in pricing each of our meal and drinks. The price will cover the product cost and packaging, and other operating expenses. We also consider the quality of our menu which consist added value from its natural and fresh ingredients, and unique food presentation that will guarantee the appropriate and reasonable price we set up for our meal offers and drinks.

The premier price goal is to develop an increase in market share and profit maximization through continuous increase in customer satisfaction and retention of loyal customers. Compared to our competitors, the prices we established are a little bit above their prices yet the added value will compensate the raised charges which we believe the customers will be willing to pay. The pricing also account market demands and changes.

Promotion: As a start up business, Bistro Express will utilize different promotion strategies to establish our identity and develop brand awareness in the market. Once our business is established, menu advertising will be used to promote the benefits of our services and to continuously attract and maintain loyal customers to our brand.

Upon starting our business, word of mouth advertising will be an effective tool for us to introduce our brand and reach our target market. We will also be distributing flyers about our special menu and services, and pitch our business to the CPU school paper for us to be featured in their latest issue in order to increase our business’ exposure.

Bistro Express will be promoted in various online and social media: Facebook, Instagram, and Twitter. This is to easily capture the primary target market which is the CPU students who, mostly are active in social sites and always are up for new trends. It will allow us to give updates about our meal offers, location and time operations as well as special rewards for avid followers. We will create a Facebook and Instagram account showcasing photos of our dishes and the food truck, and the customers who will be visiting the truck. Twitter will be used to develop pool of followers building a social network around our brand.

Aside from utilizing our personal selling knowledge, we will also focus on generating a stronger customer relationship. Our empathy and personal relationship with customers will develop long term branded relationships and mutual trust. Friendly serving, giving appreciation, and initializing short conversations with the customers while selling will be emphasized to track their interests and demands, and accurately cater them with the best service. The freedom wall that we will put up also suggests that we value our customers’ sentiments and it will help promote a comfortable and open connection with our buyers.