Every customer who has eaten at a Pasta House Co. is a potential customer. The better we run this Pasta House location the more business we will do. Customers will know that they can get better quality PHC food at this location. They will know that the service is better, and the people are better. The look of the new location will be fresh and clean. The area needs a fine dining family restaurant. The area needs an big name local operation with a home-grown name like The Pasta House Co.
This is what gives us the competitive edge to insure a profitable home-grown expansion:
We at The Pasta House Co., including all management, crew personnel, supervisors, vendors, design people, family and friends, and new hires will put forth 100% effort to insure a profitable opening and on-going operations.
A fine tuned advertising campaign and new store opening has been developed by The Pasta House Co. president Kim Tucci. Construction is handled by Joe Fresta who has built and opened over 31 location.
The sales strategy is to sign up as many frequent diner customers as possible at the new location as well as High Ridge. Using the Frequent Diner Program in place a High Ridge for three years, we plan to further cement the loyal customers in the area. We will honor 6,000 club members with points at both locations.
We plan on taking advantage of The Pasta House Co. market saturation in St. Louis. We will build and expand on that customer base by exceeding customers expectations. This will bring back old customers and bring in new customers to the Fenton location.
We plan on up-selling customers with our current suggestive selling program. From the hostess to the waiters and waitress our staff has successfully increased the average check for add-on sales from 5% of the average check three years ago to over 13%. This insures an increase in profit without having to depend on an increase in customer counts or price increases.
A sales forecast of 5.0% increase in volume over the current High Ridge location is based on the following:
Below is a list of the sales volume showing the sales increase in The Pasta House Co. High Ridge from 1984 to 2002:
I have full confidence in all of the managers, designers, and PHC people who will make this a huge success.
JAN BOLDT/CAROLYN FINCH AND COMPANY (team of 6 designers from Tulsa, OK)
Joe Fresta, Vice President of The Pasta House Co.