By Zack Reese Matt Foote Brennan Carey Mosaed Jafar and Steven Rubach
By
Zack Reese
Matt Foote
Brennan Carey
Mosaed Jafar and
Steven Rubach
1
Table of Contents
I. Situation ................................................................................................................................................ 3
II. Background ........................................................................................................................................ 4
III. Methodology ..................................................................................................................................... 7
IV. Results ................................................................................................................................................ 8
V. Crisis Plan .......................................................................................................................................... 21
VI. Recommendations ........................................................................................................................ 22
VII. Implementations ......................................................................................................................... 29
VIII. Black Rock, N.Y. Demographic Data .................................................................................... 30
IX. References ....................................................................................................................................... 33
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Dear Buffalo Supper Club,
Thank you for the opportunity to present to you our social media plan proposal. For your
restaurant: Buffalo Supper Club, our group has assembled a strategy to assist with marketing
your brand to the demographics you have demonstrated through your goals and values.
Our agency’s approach is incorporating your desire to have more patrons frequenting the
restaurant, as well as trying to appeal to the weaker aspect of your business through the use of
promoting your social media outlets more effectively. These goals can be accomplished
wholeheartedly with little investment and through the carefully thought out planning that is
demonstrated throughout this strategic plan.
Please review the enclosed materials and please contact our group at your leisure and discretion
through the email address of Zack Reese at [email protected].
3
I. Situation
Buffalo Supper Club, in an effort to communicate with its potential customers and
publics, needs to utilize social media to improve its outreach.
Key public: Buffalo area restaurant patrons who use social media
Benefit Statement: The Buffalo Supper Club can engage its potential customers’
preferences and buying habits through social media.
Intended Outcomes:
1. To provide beneficial two-way communication between the Buffalo Supper Club
and its current and potential customers.
2. To improve the accessibility of the Buffalo Supper Club through social media.
3. To improve the profile of the Buffalo Supper Club (virtually) on social media.
4
II. Background
Demographics of Key Public (Taken from survey administered
electronically):
As demonstrated above, 71% of respondents to the survey administered, were
female. This left 28.5% as male and .5% as other. The respondents to the survey
were very “woman-heavy.” This is something to keep in mind as the rest of the
results are read.
71.00%
28.50%
0.50%
Gender
Female Male Other
86.00%
8.90%
3.00% 1.20%0.40%
0.40%
Race
White Black or African American
Hispanic Asian
American Indian or Alaska Native Native Hawaiian or Other Pacific Islander
5
The predominant race represented within the results of the survey was Caucasian.
This may not translate well in regards to the overarching demographic Buffalo
Supper Club is trying to bring in, but the results are important nevertheless.
This is exactly what we are trying to change. By following the strategies listed
throughout this social media plan, the Buffalo Supper Club’s notoriety will
increase and familiarity will become more concrete.
76.90%
17.20%
4.30% 1.30%
Familiarity with Buffalo Supper Club
Not at all Vaguely Familiar Very Familiar
25.90%
15.70%
12.40%
10.10%
7.10%
7.50%
4.90%
3.60%
3.00%2.60%
4.80%2.30%
Income
Less than $10,000 $10,001- $19,999 $20,000-$29,999 $30,000-$39,999
$40,000-$49,999 $50,000-$59,999 $60,000-$69,999 $70,000-$79,999
$80,000-$89,999 $90,000-$99,999 $100,000-$149,999 $150,000 and above
6
The income levels of the respondents was spread pretty healthily throughout the
different income levels. The largest deviator was within the “Less than $10,000”
category and this is probably due to the fact that many students took the survey
and are far more concentrated in that category. This is something to think about
when pricing menu items.
Ignoring that 30.8% of the respondents were from places outside of Western New
York, The Northtowns and the Southtowns were the next two highest
demographics represented. This accounts for most of Buffalo and advertising to
those people specifically could be worth the effort. Getting those people to make
the trip to the Supper Club could help exponentially.
Respondents: mean age- 31-32
Predominately women who responded to survey
Social Media Accounts Currently in Use by Buffalo Supper Club:
Website, Facebook, Twitter, and Instagram.
Social Media Accounts that should be in Use by Buffalo Supper Club:
Pinterest, Snapchat, (To some degree – See Recommendations)
Meerkat/Periscope
30.80%
18.50%28.20%
5.80%
5.80%
3.30%3.00%
2.20%1.50% 0.60% 0.20%
Participant Geographic Origins
Other Northtowns Southtowns North Buffalo
South Buffalo Elmwood Village Kenmore West Side of Buffalo
East Side of Buffalo Allentown Black Rock/Riverside
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Constraints:
Based on the interview with Kyle DeLuca, owner of Buffalo Supper Club, he is
looking for a larger return on investment (ROI), and more notoriety throughout
Western New York.
Goal on social media – The goal is to get the Buffalo Supper Club name out
there, and bring more foot traffic via social media into the restaurant. In the
modern-age, social media is the best way to appeal to anyone, with it being so
accessible at all times and on everybody’s person. A good social media presence
can equate to life and death within the business world.
Location – The location for the Buffalo Supper Club is one that can be taken
advantage of quite well. The fact that it is only five minutes from downtown
Buffalo, (as depicted on the Facebook page) as well as being relatively close to
many other disciplines of WNY such as Grand Island, North and South Buffalo,
Tonawanda and North Tonawanda. This coupled with its close proximity to local
college institutions including SUNY Buffalo State, University at Buffalo,
Medaille College and Canisius College and the fact that the restaurant is on the
water, offers a triple threat of sorts. The location of the restaurant gives it the
possibility to be extremely profitable once the restaurant becomes more
established.
III. Methodology
A total of N=994 respondents were collected through an electronic survey through
social media channels. The sampling rate is 98.91%. (Total of how many valid
surveys divided by the TOTAL number of students that are enrolled in the class
994/1005). The data was collected in April 2015 over a period of two weeks by
dissemination of 25 student user accounts.
The survey itself was broken down into an array of questions stemming from
questions based on the respondent’s different demographical traits to what social
media outlets they use and when they use those outlets. There were questions
about the quality of restaurants and patron expectations as well.
Once all the responses were taken and put together they were broken down into
percentages and averages and all of that data is represented throughout the
contents of this plan.
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IV. Results
A. Respondents generally eat out approximately three days a week.
B. What meals do you purchase when you dine out?
The later hours that the Buffalo Supper Club has works well for these results.
According to the data, respondents don’t go out for breakfast that often.
Buffalo Supper Club doesn’t offer breakfast and it doesn’t appear that this
needs to change. Presently, at the very least.
36.50%
31.70%
12.30%
9.30%
1.10%
Breakfast Frequency
Seldom Sometimes Never Frequently Always
31.10%
12.50%
39.40%
3.30% 0.10%
Brunch Frequency
Seldom Sometimes Never Frequently Always
9
The numbers for the frequency respondents go out for brunch are pretty close
to the numbers for breakfast, leaning more towards “Never.”
Respondents tend to go out for lunch frequently. In comparison to the other
five categories, lunch frequency is the second in the list just behind dinner.
Capitalizing on daily lunch specials and offering lunch deals through social
media outlets would be extremely beneficial.
Not being one of the three major meals of the day, it isn’t surprising that
people don’t tend to go out to eat for a snack.
17.40%
43.60%4.10%
24.40%
1.80%
Lunch Frequency
Seldom Sometimes Never Frequently Always
24.00%
16.30%33.40%
9.70%
2.00%
Snack Frequency
Seldom Sometimes Never Frequently Always
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This is clearly when most of the patrons are going to spending their money at
the Supper Club. Dinner specials and deals are a must. Social media contests
could also help. - See VII. Implementations
The late hours of the Buffalo Supper Club is great and needs to be marketed
more, although Kyle wants it to be seen more as a restaurant, the late night
crowd are a viable source of revenue. The numbers above show that many
people do go out late for drinks and appetizers.
4.70%
32.90%
1.00%
52.50%
6.50%
Dinner Frequency
Seldom Sometimes Never Frequently Always
27.40%
25.70%
17.80%
16.30%
3.20%
Late Night (Drinks and Appetizers)
Seldom Sometimes Never Frequently Always
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C. Restaurant Elements
Restaurant Elements Importance out of 5 Variety of menu 3.62 Restaurant’s Specialty Cuisine 2.88 Price 3.72 Recommendation of others 3.23 Children Friendly 2.25 Ambiance of restaurant 3.34 Cleanliness 4.53 Location 3.51 Speed of service 3.62 Quality of service 4.28 Quality of food 4.65
Red = Not important
Yellow = Semi-important
Green = Very important
The three most important elements to respondents were cleanliness, quality of service,
and quality of food. Obviously these three should already be of the utmost importance to
a restaurant owner, and the Supper Club seems to have these qualities. The location,
speed of service, ambiance of restaurant, recommendation of others, price, and variety of
menu were deemed semi-important by respondents. Location, (See - II. Background)
speed of service, price, variety of menu, and ambiance of restaurant are pretty well
covered by Buffalo Supper Club. What needs work is the recommendation of others and
that will come with the use of social media correctly. What wasn’t important to the
respondents was if the restaurant had a specialty cuisine or not or if the restaurant is child
friendly. Most restaurants are child friendly and the Buffalo Supper Club is no different,
if anything, the kids menu needs to be expanded upon. A Buffalo Supper Club specialty
like the PB&J wings couldn’t hurt either.
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D. How much would be the most you would be willing to pay for?
The majority of people would pay $16-$25 on an entrée, with $10-$15
following closely behind. With that being said, the prices at Buffalo Supper
Club aren’t bad as they fall right in the $10-$15 range, for the most part.
Menu prices need to be posted on ALL social media outlets.
An overwhelming number of respondents would spend $10-$15 on a lunch
special. Buffalo Supper Club would benefit from having a daily lunch special
from noon until 3 p.m. Menu prices need to be posted on ALL social media
outlets.
12.40%
26.70%
43.70%
17.20%
Entrees (Pricing)
Less than $10 $10-$15 $16-$25 More than $24
34.50%
55.90%
8.50% 1.10%
Lunch Specials (Pricing)
Less than $10 $10-$15 $16-$25 More than $24
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It’s fairly obvious that patrons are expecting desserts to be less than $10. By
that logic, it wouldn’t be too difficult for the Supper Club to implement a
dessert menu. It would be inexpensive and could at least be tried out for a trial
run. Menu prices need to be posted on ALL social media outlets.
$10-$15 brunch prices is what 52% of the respondents agreed upon.
Considering that Buffalo Supper Club opens at 11 a.m. introducing lunch
specials on a trial-only basis to begin could be a good thing. Menu prices
need to be posted on ALL social media outlets.
E. On a five-point scale, with 1 meaning “Not at all” and 5 meaning “Vital”,
how important is the following input when choosing a restaurant to dine at?”
87.90%
10.70%
0.90% 0.50%
Dessert (Pricing)
Less than $10 $10-$15 $16-$25 More than $24
31.90%
52.00%
13.80%
2.40%
Brunch (Pricing)
Less than $10 $10-$15 $16-$25 More than $24
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Notoriety Elements Importance out of 5 People’s positive comments on social media
3.02
People’s negative comments on social media
3.08
There is a Groupon or Living Social for the restaurant
2.26
Word of mouth from Family and Friends 3.64 Television Advertisements (Shows and Commercials)
2.42
Print Advertisements (Newspapers, Coupons and Magazines)
2.51
Radio Advertisements (Talk and Commercials)
2.26
Internet Advertisements (Click advertisements and emails)
2.35
Red = Not important
Green = Very important
Social Media clearly has quite the effect on how consumers feel about things, as well as
word of mouth. People pay more attention to other people and their opinions than many
advertisements seen in print, on television, on the internet, and through the radio. That is
why this plan is going to get people talking.
F. What types of information would you like to see on social media from a
restaurant?
15.73%
0.02%
17.48%
13.62%9.16%
10.56%
10.90%
11.65%
2.00% 6.37% 0.77%
Elements to Add to Social Media
Pictures of the food Videos of the food Copies of the menu
Specials of the day New featured dishes Special events
Customer comments Pictures of the restaurant Pictures of the staff
History of the restaurant Other
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More pictures of the food are needed as the above graph demonstrates. These
pictures should be professionally done, or at the very least taken with a
camera of a higher caliber than a phone camera. Copies of the menu is
something else that should be distributed on as many social media outlets as
possible, preferably in pdf format. It would also be a good idea to add the
specials of the day, new featured dishes, special events, pictures
(professional!) of the restaurant, and customer reviews and comments. These
are all important elements that the consumer market wants to see.
G. What types of social media do you use?
Facebook is used the most with 26.05% of the respondents using it. The other
five major social media outlets including Twitter, Instagram, YouTube,
Snapchat and Pinterest were all used pretty evenly. Using each of the six and
maybe some others not listed is a sure-fire way to bring in more foot traffic.
26.05%
13.85%
17.12%
14.65%
13.12%
12.96%
2.25%
Social Media Used by Participants
Facebook Twitter Instagram YouTube Snapchat Pinterest Other
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H. What times do you normally check your social media accounts?
A good time to make Facebook posts would ideally be throughout the day,
every day, but according to the data people are going to be checking early in
the morning before they start their days and late at night before bed. The
really important impressionable posts should be posted for viewing at those
times.
A lot of the respondents don’t use Twitter, this could be due to the fact that
the average respondent was a 32-year-old woman. Despite this, just as with
Facebook the average times people check social media are early in the
morning and late at night.
19.40%
14.30%
8.80%
6.80%6.50%10.50%
14.80%
15.40%3.50%
Facebook "Checking"
6 a.m. - 9 a.m. 9 a.m. - 11 a.m.
11 a.m. - 1 p.m. 1 p.m. - 3 p.m.
3 p.m. - 5 p.m. 5 p.m. - 7 p.m.
7 p.m. - 9 .pm. 9 p.m. and later
I don't use this social media
14.10%
7.40%
5.90%
5.70%5.60%
7.40%9.90%
16.80%
27%
Twitter "Checking"
6 a.m. - 9 a.m. 9 a.m. - 11 a.m.
11 a.m. - 1 p.m. 1 p.m. - 3 p.m.
3 p.m. - 5 p.m. 5 p.m. - 7 p.m.
7 p.m. - 9 .pm. 9 p.m. and later
I don't use this social media
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Instagram is an excellent tool for a restaurant to use as it can showcase new
dishes, existing dishes, the ambiance of the venue, drinks, and special events
in a great light with an array of editable choices. It will be checked early in the
morning and late at night, predominately.
YouTube seems to be checked during the evenings or late at night. With
professionally done promo videos being uploaded semi-regularly of the space
and the food, and those videos being linked up to the other social media
outlets, people are sure to file into the restaurant.
12.80%
8.90%
7.60%
7.00%
7.40%8.00%11.70%
15.80%
20.70%
Instagram "Checking"
6 a.m. - 9 a.m. 9 a.m. - 11 a.m.
11 a.m. - 1 p.m. 1 p.m. - 3 p.m.
3 p.m. - 5 p.m. 5 p.m. - 7 p.m.
7 p.m. - 9 .pm. 9 p.m. and later
I don't use this social media
8.70%5.40%
5.10%
6.00%
5.40%
11.20%
16.50%
20.10%
21.50%
YouTube "Checking"
6 a.m. - 9 a.m. 9 a.m. - 11 a.m.
11 a.m. - 1 p.m. 1 p.m. - 3 p.m.
3 p.m. - 5 p.m. 5 p.m. - 7 p.m.
7 p.m. - 9 .pm. 9 p.m. and later
I don't use this social media
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Snapchat is predominately used late at night and so if the Buffalo Supper Club
had a Snapchat account and posted a snap story of the restaurant and food, the
consumer market could get a quick glimpse of the space and feel more
comfortable going to the Supper Club. Another thing to note: because of the
lower quality of Snapchat, the Supper Club could get away with posting low
quality pictures/videos without looking unprofessional.
For people who do use Pinterest, it could be beneficial for the Supper Club as
Pinterest is all about posting pictures and stories for other people to share.
Given the fact that many of the respondents were female and females tend to
use Pinterest more, posting for this demographic makes sense.
10.40%
7.60%
4.90%
8.50%
6.30%
7.70%9.60%
16.00%
28.80%
Snapchat "Checking"
6 a.m. - 9 a.m. 9 a.m. - 11 a.m.
11 a.m. - 1 p.m. 1 p.m. - 3 p.m.
3 p.m. - 5 p.m. 5 p.m. - 7 p.m.
7 p.m. - 9 .pm. 9 p.m. and later
I don't use this social media
9.60%4.00%
4.90%
5.50%
5.90%
7.20%
14.80%18.90%
29.00%
Pinterest "Checking"
6 a.m. - 9 a.m. 9 a.m. - 11 a.m.
11 a.m. - 1 p.m. 1 p.m. - 3 p.m.
3 p.m. - 5 p.m. 5 p.m. - 7 p.m.
7 p.m. - 9 .pm. 9 p.m. and later
I don't use this social media
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This could be any number of social media outlets such as Vine, Periscope, or
Meerkat, which are all video applications. Taking a video approach is
something that could be extremely beneficial in our current visually heavy
world. - See VII. Implementations.
What do want on the Buffalo Supper Club menu that isn’t already offered?
The coding for the participant comments and answers to the above question can be
broken down into 5 overarching categories:
1.) Vegetarian/Vegan/”Healthier Options”/Gluten-free
2.) More chicken dishes, or dishes constituting predominately of chicken.
3.) Pasta dishes
4.) Seafood dishes
5.) Appetizers/Desserts
Vegetarian/Vegan/”Healthier Options”/Gluten-free
“Healthy meals with a lot of veggies.”
“More vegetarian items such as varieties of appetizers, salads and entrees, [and]
veggie burgers.”
“A vegetarian or vegan option is always a plus!”
More chicken dishes, or dishes constituting predominately of chicken
11.60%
4.40%2.00%
4.90%
4.10%
5.00%
7.60%18.70%
41.60%
Other "Checking"
6 a.m. - 9 a.m. 9 a.m. - 11 a.m.
11 a.m. - 1 p.m. 1 p.m. - 3 p.m.
3 p.m. - 5 p.m. 5 p.m. - 7 p.m.
7 p.m. - 9 .pm. 9 p.m. and later
I don't use this social media
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“Just a few more chicken options.”
“Grilled chicken sandwich ~ any kind.”
“Smaller chicken wing options (not just large buckets).”
Pasta dishes
“Pasta dishes please!”
“More pasta dishes such as Alfredo with a choice of meat.”
“More types of pasta.”
Seafood dishes
“Some type of fish offered every day.”
“More varied seafood options that were prepared in a healthier manner (i.e.
steamed or blackened vs beer battered/fried)
“More seafood dishes.”
Appetizers/Desserts
“A variety platter for appetizers.”
“More variety on the dessert menu.”
“Some sort of small dessert – carrot cake, cheesecake, ice cream.”
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V. Crisis Plan
Hypothetical Crisis Situation: Much like Casa-Di-Pizza in April 2015, Buffalo Supper
Club has suffered from an outbreak of Hepatitis A from one of its servers. The media has
alerted the entirety of Western New York and now Buffalo Supper Club has to come up
with a plan in order to fight this crisis and keep their representation in good standing.
Step 1: The first thing that any business owner should do in this type of situation is to
release a well-written press release detailing in this specific example, that one of their
servers has contracted Hepatitis A and said server has been suspended until they are well
again.
Step 2: This statement would also need to be posted immediately to the restaurant’s
Facebook and Twitter accounts before the news has the chance to post it so as to avoid
the public believing that the Supper Club was trying to “hide it.”
Step 3: The next course of action would be for Kyle as the owner to make a public
statement about the incident and assure the public that the situation has been eradicated
and that Buffalo Supper Club is still a safe place. This should be done in both writing and
through video to cover all the bases.
Step 4: Next just to make sure people keep coming no matter what, a week-long
promotion should be initiated in which appetizers are discounted by say, 20%. Or each
entrée comes with a free dessert. The point is, at this point in order to bring in the
skeptics a deal must be made with the public.
Step 5: From this point putting a little bit of extra care into the social media accounts
is necessary in order to push that everything is fine. Double the tweets, the Facebook
posts, the Instagram pictures, and the Snapchat videos. Post inspection report, showing
that Buffalo Supper Club is clean and passes inspection.
Step 6: Go back to every day running of the restaurant. By this point the Hepatitis A
incident will be water under the bridge. Word of mouth, along with the added effort on
social media will allow the restaurant to strive past the incident and allow it to continue
growing its fan base.
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VI. Recommendations
Types of content that should go on Social Media used by Buffalo Supper Club:
Branding is extremely important, and due to this specialized hashtags are a must to make
Buffalo Supper Club stand out from other restaurants.
DROP #DineWithUs
#DineDifferent is stupendous
#SupperSaturdays ?
#FishFryDay
#2DollarTuesday
#BuffaloSupperClub
Facebook – Posts should be daily, with 2-3 posts at the least. One early in the morning
before the restaurant opens detailing daily specials, etc. Another should be posted in the
evening highlighting the late hours of the restaurant. Any posts in between should be
photos, videos, and news articles about the Supper Club.
“Like” other local restaurants and businesses (make connections! – network)
Add a bio and more info into the about section
Any event (even a weekly one) must be filled in the Facebook events
Add professional pictures, like the ones on the website
LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use URL links, post
about others)
Twitter – Needs attention, there hasn’t been a post since December. Posts should be
daily, with 2-3 posts at the least. One early in the morning before the restaurant opens
detailing daily specials, etc. Another should be posted in the evening highlighting the late
hours of the restaurant. Any posts in between should be photos, videos, and news articles
about the Supper Club.
Offer discounts for follows (i.e. “follow us and retweet this for a chance to win a
free dinner for two” or “retweet this tweet for a 20% off coupon”
Tweet back to patrons when they mention you. It looks good and people love that
LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use URL links, post
about others)
Instagram – There needs to be at least one post a day of a dish of food or of the
restaurant or events going on in the restaurant. When the following list hits 3000 people,
there should be 2-3 posts a day. (Videos included)
Needs more professionally done pictures with better lighting (looks mediocre)
Should be linked to FB and updated daily. Especially with daily deals, and
specials/dishes
THE INSTAGRAM HAS THE BIGGEST FOLLOWING and this should be used
to its fullest effect
LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use URL links, post
about others)
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YouTube – At least one promo video every two months, highlighting new deals,
specials, dishes, events, and featuring glory shots of the food.
LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use URL links, post
about others)
Snapchat – Can post throughout the day, at least thrice per day. Add a picture/video to
the “snap story” highlighting new deals, specials, dishes, events, and featuring glory shots
of the food.
LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use a 9-second “snap
story” to show other accounts, leave for public to view all day)
Pinterest – This should be updated at least once a day with pins of pictures of the food.
LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use URL links in bio,
post about others (pin links to other outlets))
Vine/Periscope/Meerkat – Vine is a video app in which users upload 6-second videos to
be viewed, liked and re-vined (like retweeting). Periscope and Meerkat are live steaming
video apps in which users stream whatever they are doing – something like this could be
good for events. These should be updated with new videos every three days at the very
least.
LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use URL links in bio,
post about others (Use live streaming/6-second Vine video to advertise not only
the restaurant but other social media accounts.)
When to post: Posting should be done daily, multiple times during the day. See
above.
Potential issues: Patrons may compare the pictures on the website to other social media
accounts and wonder why they’re so vastly different. One other thing to note is that the
“younger crowd” tends to use Twitter and Instagram a lot more than Facebook. As such,
the Supper Club’s current efforts in using only Facebook and rarely Instagram are
allowing them to only reach one certain demographic.
Niche facts: The majority of survey respondents were 32-year-old Caucasian women.
Due to this, the numbers of respondents use Facebook predominately, and seemed more
concerned with the healthiness of the food, as well as appetizers and desserts.
Items to add to the menu: According to the participant’s comments on what they would
like added to the menu, the following specific items were asked for the most frequently:
Quesadillas
Desserts of some sort
Chicken fingers
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Gluten-free food
Wraps
Salads
In researching what social media outlets the Buffalo Supper Club is already using, it was
important to point out good aspects that the business was already using as well as bad
ones. For each there are recommendations on what should be done in order to better
Buffalo Supper Club’s social media presence.
Examples of Good Social Media Tactics:
<- The poster depicting a recent Supper Club Saturday event is well done. We recommend possibly adding what specials are offered. This picture is a great way to
showcase what beers the Supper
Club has on tap, especially
showing local Buffalo brews as
well as the logo. It may be in
the best interest of the Supper
Club to invest in a more
professional camera for pictures
of food and the restaurant. ->
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The website itself (pictured
above) is very well done with a
ton of info and really
professionally done pictures.
The other social media outlets
should reflect the website.
Especially with the pictures!
The picture to the right is a
good picture that shows off the
food well despite the quality of
the picture (taken on a phone).
Another thing to note about this
picture is the containers in the
background shouldn’t be there.
The focus should solely be on
the food and not be implicated
by anything in the background.
->
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Examples of Bad Social Media Tactics:
The above picture is from the
Facebook page. There simply
isn’t enough information posted
in the about section. People
need to know about where they
are spending their money. See –
VI. Recommendations
The last time the Twitter
account was updated was back
in December and the only outlet
it connects to is the website. In
addition, there are only four
tweets. People use Twitter
generally much more than
Facebook. Again, the hashtag is
GOOD.
<-
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Again, this picture should have
been the graphic or poster file
uploaded online. The picture of
a picture is kind of off-putting.
Another thing to note is that by
making the age for men 25+, the
Supper Club may be turning
away potential consumers.
This is a great sign to have in
the restaurant, but a graphic or
poster should have been made
for the $2 Tuesday event. This
graphic would be what is posted
online. The picture to the left
just looks unprofessional.
#2DollarTuesday is a great
hashtag too!
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This post is very unprofessional and comparing it to the other posts on the Facebook
account, it’s pretty clear that there are multiple people with access to the account. This
isn’t necessarily a bad thing, but all people with access to the outlets need to sound
similar and use professional language. Posts like these cannot happen in the business
world. It will turn possible patrons away from eating in the restaurant and doesn’t give it
a very serious vibe.
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VII. Implementations
Who should handle the social media accounts for the Buffalo Supper Club?
There should be no more than two to three people in charge of running the
accounts and posting daily. (See VI. Recommendations)
The people with access to these accounts should be Kyle, as the owner, a possible
social media intern, or a worker who has the time to manage these accounts
effectively.
The perks of having a social media intern is that as far as expenses are concerned,
there wouldn’t be too many as the internship could be an unpaid one. Another
perk of this is that the intern would be trained on how to effectively use social
media and would be able to use the strategies above. The intern could be paid
with college credit.
Social Media Aesthetics
The profile picture being the logo for the restaurant is a good move. The
background/header pictures on each social media platform should change with a
graphic of current specials and glory shots of the best-selling dishes. This way the
person viewing these accounts is drawn in on the onset.
The color palette for these accounts should be a sleek black, white, and silver
design to reflect the logo and the ambiance of the restaurant.
Pictures uploaded should be professional shots of the food, the restaurant, patrons
enjoying the restaurant and graphics/posters of events such as Supper Saturdays
should be uploaded.
Videos uploaded should show a little behind-the-scenes for the restaurant (food
prep, staff talking about the Supper Club, etc.). Our group also has talented
filmmakers within it who would want to create promo video footage to be
used by the Supper Club. Their idea is to create a video that brings patrons into
the restaurant and would be an amazing way to further the Buffalo Super Club
brand. It would be akin to a 30-second to 1 minute commercial to be
distributed through the restaurant’s social media facets.
What’s important about a hashtag for a business is that it has to be something
new, fresh and different. Something that sets it apart from other businesses.
Something that when it’s typed in brings up a bunch of other posts using that tag.
For hashtags to use see VI. Recommendations.
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VIII. Black Rock, N.Y. Demographic Data Something of interest to note is the statistical data of the neighborhood surrounding the
Buffalo Supper Club. Taking this into account, further strategies can be taken in order to
appeal to the most local residents. These possible patrons are going to be the easiest to
acquire as far as accessibility goes.
The question that must be presented is: If you have these possible consumers right in
your backyard, why wouldn’t you try to get them in? In addition to this, something as
fresh and new as the Buffalo Supper Club is something that once strategized correctly can
become an essential asset of the community.
The following information was taken from city-data.com, an archival website employing
the use of census data and compiling it together. Some of the data may seem to be from
less recent years but this is due to very minimal changes to the Black Rock community.
Area: 1.088 square miles
Population: 8,665
Population density:
Black Rock: 7,965 people per square mile
The races represented in the
Black Rock area reflect the
numbers shown in our survey
results. This is good to know to
appeal to the surrounding
consumers.
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Median household income in 2011:
Black Rock: $27,393
Buffalo: $29,158
Median age:
Males:
This neighborhood: 31.2 years
Whole city: 32.1 years
Females:
This neighborhood: 32.9 years
Whole city: 35.5 years
(Coincides with survey data)
Average household size:
Black Rock: 2.3 people
Buffalo: 2.3 people
Percentage of family households:
Black Rock: 44.9%
Buffalo: 44.4%
This data too reflects the survey
results and stands as a direct
representation of the “average
household,” these are the people
who will frequent Buffalo
Supper Club. Incomes range
between 10 and 50 thousand
dollars per household.
See - II. Background
See - II. Background
See - II. Background
Advertise a ”date night” on social
media accounts? Offer “dinner for
two” deals.
Families are obviously going to
have the biggest checks. Making
specials/deals to appeal to these
demographics will lead to a large
ROI. It would also make sense to
expand upon the current “kid’s
menu.”
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Map of Lower Black Rock/Buffalo Supper Club Area
Close to Downtown
o Black Rock
o North Buffalo
o The Water (Canadian patrons)
o Buffalo State/Canisius/Medaille/UB
Showing pride for the Black Rock area on social media can help to bring in more of the
immediate locals. Adding the history of the restaurant and its staff is also a good plan of
action to reach this end.
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IX. References (Black Rock neighborhood in Buffalo, New York (NY), 14207 detailed profile, 2015)