Bistro Express Marketing Plan

MARKETING PLAN

Marketing Objectives

Our primary objective is to establish Bistro Express as a convenient food truck to buy a wider variety of food options on the go from healthy native dishes to international fusions at a reasonable price with hassle-free and fast food service. This is to develop brand awareness to attract and maintain steady growth in the number of customers through various marketing strategies.

Target Markets

Bistro Express’ target customers can be broken down into three categories:

1. CPU Students – because the food truck will operate inside the CPU campus, the students will be our primary target market. We focused more on the college and high school students who are currently enrolled in CPU.
2. CPU Faculty and Staff – these are the CPU teachers, professors, administrators, and workers who buy lunch and snacks inside the campus.
3. Others who enter CPU – parents, outsiders, and guests who visit CPU for certain purposes consists this market.

Positioning

Bistro Express will position itself as a convenient food truck providing healthy and savory native dishes and international fusions on the go at a reasonable price. It will leverage its competitive edge to achieve this positioning.

• The food truck design distinguishes CBA Bistro Express from competitors because it is the first mobile food business to operate during the day inside the CPU campus.
• More healthy and delicious menu to be offered. Native dishes are made from organic and fresh ingredients supplied by the CPU farm. Different international fusions which will be new to the market can also increase our brand awareness.
• Fast food service to prevent long waiting lines and friendly selling to make buyers happy. Focusing more on generating value for customers and concentrating on their needs beyond serving food will allow CBA Bistro Express’ rapid growth in market share.
• The food truck will operate as a moving food preparation vehicle (MFPV) around the campus. It will stay on three different areas in a specific time. This will help us to easily reach out to our customers and to be more accessible.

Marketing Mix

Product: Bistro Express will offer healthy, value meals inspired by local dishes and international culture. The organic and fresh ingredients for the local dishes will be supplied by the CPU farm. We have developed a menu of savory and special dishes and snacks that are readily prepared to quickly serve our customers. Some dishes will already be cooked and prepared in a food tray, while others that needed to be serve warm will be heated in the food truck.

Place: Bistro Express will sell its menu from the food truck at different locations inside CPU. It will operate as a moving food preparation vehicle, where food will be served as the customers wait. The operating hours will start at 7:00am to 4:00pm including preparation of utensils and kitchen wares as well as clean up of the food truck. The food truck will stay on three different areas inside the campus in a specific time of the day. First stop will be at the open area in between Roblee and Weston Building from 8:00am to 9:30am, second is at the High School department from 9:30 to 11:00 am, and lastly is at the corner of Anahaw road for the remaining operating hours.

Direct marketing will be an effective channel to easily reach our target market. Some of the dishes will be outsourced and then we will sell our menu straight to the customers.

Operating as a food truck also gives us an advantage to incur lower overhead costs compared to restaurants that occupy a single physical space. Our change of locations from one area to another also allows us to be flexible and maximize our customer base.

The visual design of our food truck will also be a factor for us to draw customers’ attention. It will reflect a millennial style with appropriate color coordination that will be pleasing to the eyes of the passersby to create an inviting and unique atmosphere. We will also set up a freedom wall where customers could express their opinions about our services and suggestions for the improvement of our business.

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