Transcript What Is Marketing?

Marketing
The Café LA Way
Provided by the LAUSD Food Services Division
7.24.2015
Marketing
The Café LA Way
Provided by the LAUSD Food Services Division
7.24.2015
Goal of Marketing
The Food Service marketing goal is to systematically:
 Attract “the attention of target audiences by using
slogans, packaging design, general media exposure.
The four 'Ps' of marketing are product, place, price
and promotion.”
 Improve the appearance and perception of our school
Café
 Align our Café LA brand with current marketing
standards and thus create a broader appeal to our
customer base
Objectives
 Develop an understanding of why it is important to
market the Café LA brand
 Learn how to market products
 See methods of promoting the Café LA way
 Learn internal marketing strategies
 See how marketing and merchandising influence
customers decisions.
What Is Marketing?
Marketing is defined as the process or technique
of:
Promoting
Selling
Distributing a product or service
Purpose and Benefits
Marketing helps to create a desired image, increase
participation and improve overall customer
satisfaction when done well.
Use marketing tactics to promote the menu in
order to gain more customers
We want students to enjoy coming to the café and
participate more consistently
Purpose and Benefits cont.
Both the customer and the organization benefit
from a well developed and executed marketing plan
Set up appealing and update look
To provide an inviting and uniform look at all Cafés
Why Are We Focusing on Marketing?
In a time where financial resources are limited and
the cost of doing business is at an all time high, all
businesses must:
Use commercial strategies like marketing to promote
 Business
 Menu
 Product
 Nutritious Value of the Meals
 Great Customer Service
To sustain an operations and its success requires
continuous focus on all areas of the business.
The Café LA Logo
The Café LA logo has a registered trademark
 A competition between students was held to create a logo
for the Food Services Division
 Design was implemented in 1997
The logo is representative of Southern California
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Bright, cheerful colors: green, yellow, and red
Children playing in the warm LA sunshine
Signature palm tree
All held together with the word CAFÉ
Why Brand?
The presence of a Logo begins the identity of an
organization. Branding brings the identity to life.
Branding sets the look and the feel
Makes all locations identifiable as a Café LA site
Will improve consistency and uniformity
Customers recognize Café LA as a place of quality
that they can trust
Increases public awareness of the business name
and logo
How Do I Market My Products?
Use the Café LA Marketing Smallware Catalog and
Menu Photo Guide to identify required
 Signage
 Bands and Cello Bags
 Consistent Preparation ensuring that the
ingredients can be identified
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Customers like to be able to identify ingredients
Make the food items look like the photos
How Do I Market My Products? cont.
 Use baskets, platters and other materials to
merchandise
 Marketing Best Practices from other sites
Remember: There is no question who the golden
arches belong to. You can identify them even from an
empty wrapper or carton.
Café LA Marketing Materials
Café LA marketing and merchandising materials are used
to enhance the overall appearance of the cafeteria and
the food.
Curved Sign Holders
Quick Clip Snap Frame
Black Baskets
3 Tier Display Stands
Café LA Stickers
Café LA Self Adhesive Bands
Café LA Logo Foil Wrap
Communicating With Signage
Signage is a crucial part of communicating
 About your product
 Informational messages
 Nutrition Education Information
Menus are an important communication tool
 They inform your customers of the great offerings
 Reach hundreds of potential customers when sent
home with the student and posted in places like
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Café entrances
Main office
Faculty lounge
Classrooms
Communicating Through Signage
Sign holders are used to attractively draw the
customer’s attention to information you want to
give them
 Black Concurva 8 ½” x 11” Sign Holder
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Place sign holder above or beside the menu item
Sit securely on the side and upright
Monthly menus
Single and multiple items can be labeled on menu
signage paper
Concurva Item Identifiers
Item identifiers are great ways to show what is
being offered up close to the item. Ingredients and
nutrition information can also be added.
 Black Concurva 4” x 6” Sign Holder
 Single item
• Fruit • Salads
•
Milk
• Bread
• Sandwiches
• Vegetables
Place sign holder in front, above, beside or below the
menu items
Snap Frame Usage
These “Snap” frames provide a fast and easy way to
display posters while providing a clean finished look
 Quick Clip Snap
 For all indoor “And Justice for All” Posters
 Place the frame in a location that is accessible and
can easily be seen by the public
Displaying In Baskets
Attractive black baskets are used to display products
and allow the customer to easily view and select
items.
 Used for the following items
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Fresh Fruit
Packaged Food Items
Condiments
Utensils
A’ la Carte Items
 Neatly organizing – choose the correct size for
display
 Layered, stacked or shingled
 More items will fit in the basket
Suggested Basket Uses
Fresh Fruit
Packaged Bread
Bagged Vegetables
Condiments
Sporkettes
3-Tier Stand
This 3-tier stand allows for showcasing fruit. Providing
a variety encourages the students to make a healthy
eating choice and limits waste of leftovers:
Used for the following items
 Fresh Fruit
— Not browning, bruised or otherwise damaged
 A’ la Carte
 Entrée displays
 Neatly Organize
 Layered, stacked or shingled
 Choose the design that fits
Example of a Cafeteria Using Multiple Stands
Display a variety of fresh fruit at all POS stations
 Scramble areas
 Windows
3-Tier Display Activity
1. Click on the 2 items that can be displayed on the
3-Tier Stand.
2. A blue box will appear if the correct selection
has been made.
3. Click here when both boxes have been selected.
Incorrect!
Try again
Correct!
Click here to continue
Café LA Sticker
Containers are branded with the Café LA logo sticker.
 Place Café LA stickers in the center of the clear lid
of all black micro bowls
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5oz, 8oz, 10oz and 20oz
Note: Use Café LA stickers until stock is depleted.
Café LA Self-Adhesive Band
The Cafe LA self adhesive band must be used
on all sandwiches and salads.
 Place the Café LA self adhesive band around
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24oz salad container
7x7 lip and tape bags
Café LA Self-Adhesive Band Activity
Choose the container that the Café LA adhesive
band should be used on?
Click on the correct item below:
Incorrect!
Try again
Incorrect!
Try again
Correct!
Click here to continue
Café LA Foil Wrap
The Café LA wrap is designed to keep items hot
and safe while at the same time spotlighting our
brand/logo. This gives us a retail look.
 Wrap all hot sandwiches
How To Generate Repeat Business
Prepare enough of popular food items
 Especially during promotions
Be consistent with quality and presentation
 Batch cook hot food so that it is not held too long
 Each menu item should look uniform
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Made by the recipe and displayed at standards
Employee knowledge
 Know the names of the menu items
 Familiarize yourself with product ingredients
 Be able to describe the food item
Conduct Student Internal Marketing
Internal Marketing focuses on educating the
participants within an organization.
Attend student meetings
 Identify the student groups or organizations on
campus that are vocal
 Distribute a variety of food samples
 Provide student friendly menus
 Accept student feedback and address it
 Be organized and ready to answer questions
 Prepare small articles to go in the school paper
Parent Internal Marketing
Attend parent meetings and visit the parent center
 Provide student friendly menus
 Communicate USDA regulations and healthy menu
options
 Inform parents of the resources available on the FSD
website
 Solicit feedback
 Be organized and ready to answer questions
Representing Café LA
Wear your Café LA logo with pride
 Café LA mission statement “Nourishing Children
to Achieve Excellence
 A clean fresh Café LA uniform and appearance
will advertise our Café LA brand in a positive
light
 Wear a big smile!
 Be helpful, professional and polite at all times
 Be courteous to your co-workers/teammates
Questions?
Thank you for being a part of
Café LA!
LAUSD Food Services Division
Nourishing Children to Achieve Excellence