The positioning is akin to a casual version of fine dining, taking concepts from that segment an applying them to a mainstream audience. In doing so, we feel that we will offer an experience superior to that of other casual dining establishments.
We view are target market strategy as being congruent with the fun, innovative and youthful image we project. We intend to skew younger than a typical casual dining restaurant in order attract an audience that is ready to trade up from casual dining and fast food — and has the means to do so — while not being ready to move into fine dining yet. This target, we feel, is the target that our food will appeal to and is also the target audience whose needs are not being met by the firms currently in the casual dining industry.
Overall, our marketing strategy and our product strategy is built around the notion of offering a superior product to an underserved market.
All elements are focused on differentiating from the existing glut of competitors in the industry. Each element of the offering to the customer supports this strategy and we feel will be attractive to the customer. We believe that when these elements come together in one package, we will have a unique product/service offering at the Assemblage, one that is focused at every turn on providing an innovative and superior casual dining experience.
White, S. (2010). Brand strategy. Brand Identity Guru. Retrieved May 1, 2010 from http://www.brandidentityguru.com/brand_strategy.htm
Quenque, D. (2007). Polishing up the apple in Applebees. New York Times. Retrieved May 1, 2010 from http://www.nytimes.com/2007/10/25/business/media/25adco.html
Long, L. (2004). Culinary tourism. Lexington, KY: University Press of Kentucky..