Through our research, I was able to identify 3 crucial marketing challenges. The first being that many customers surveyed decried the lack of variety of options, particularly “lighter” options. The perceived lack of variety discourages infrequent customers of De Vere’s from becoming more regular customers and regulars from developing De Vere’s as a preference and becoming loyalists. Research has shown that our target audience especially values new experiences, which De Vere’s is failing to consistently offer. The promotions at De Vere’s are stagnant and do not extend to the variety of options that De Vere’s offers, so a more dynamic variety of promotions can drive more traffic for an audience who values fresh experiences. A wider variety of options includes a wider variety of price points, and new items can increase the perceived value relative to the rest of the menu, further encouraging traffic.

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Next, is the lack of reach that De Vere’s weekly promotions and specials have outside of their existing customer base. 38.2% of customers surveyed say that they are not well aware of the variety of promotions of specials offered at De Vere’s.  Transient eaters who very rarely eat at De Vere’s are not familiar with the benefits of these promotions, such as Whiskey Wednesdays, Late Night Specials, or Trivia nights. Transient customers may fall into our “Stay at home Stacy” segment, who rarely eats out and values saving money when she does and would be more enticed by a greater awareness of our promotions. These events are promoted on social media, but advertising, partnership, and in-store promotion are severely lacking, and these forms of promotion could better reach infrequent customers of De Vere’s.