Advertising costs will be 1-2% of sales. Believing that radio and print ads are not cost effective, American Diner will spend ad dollars in other creative ways:
• Selling t-shirts and coffee mugs with American Diner logo
• Postcards of the storefront in an old-fashioned airbrushed style illustration
• Carry-out bags featuring the printed logo with menu stuff-in
• Menus will be distributed to downtown businesses and the university campus
• Sponsoring various community projects and events to help with name recognition
Ultimately, the best advertising for the American Diner will be the word-of-mouth from satisfied customers.
The business will be a 50/50 partnership in terms of management. John Doe will oversee the front end and Jane Smith will oversee the bakery/kitchen. All policies will be decided between these two. John and Jane will be involved in every aspect of the business, including the design, menu, food preparation, service and management. The team will hire an experienced manager to oversee the operation when they are not there. Major medical insurance will be provided for John and Jane. After one year of employment, full-time staff will be eligible for insurance.
Since he was a boy in western Utah John Doe has worked in food service in a variety of capacities. Starting out peeling potatoes and graduating to dishwashing at eight years old, he fulfilled a life-long dream when he opened his own restaurant in downtown Timbuktu, the Paris Cafe. The Paris Cafe is still a wildly popular and thriving business at 1 Block St. The restaurant expanded in 1987, doubling its size and adding a bar. At the time of its sale in 1989, Paris Cafe was grossing $1,040,000 per year and employed a staff of 67. John Doe was involved in all aspects of the operation from 1984 up to 1990: managed day-to-day operations, oversaw financial and personnel matters, planned restaurant public relations, and more. John Doe's track...