New World Deli
Problem & Solution
Problem Worth Solving
In this fast paced world where lunch is only 40 minutes everyone needs a quick nutritious meal. They will walk to their local Sandwich shop and get a meal that will stay with them all day long.
The New World Delicatessen will be an upscale deli specializing in a combination of fast hot or cold sandwiches and salads plus specific recipes focusing on the Pacific Northwest cuisine.
Market Size & Segments
4.2 Target Market Segment Strategy
For the business market we need to focus on specific companies with specific opportunities. For individuals we need to lever off word-of-mouth recommendations, probably depending on business customers.
The business market has the potential of providing large volume sales to the company during the peak hours of 11 a.m. to 2 p.m., both through small groups of business people visiting NWD and delivery orders. Satisfaction of this group will provide a vital long-term revenue stream. For the business market, the company plans to do specific target marketing through flyers, business discounts, billboards, and creating a record of fast delivery.
For the individual groups seeking breakfast or lunch downtown, or take-home meals, it is necessary for the company to build an effective word-of-mouth marketing strategy. The company will do this slowly, realizing that much of this will grow from its business market. The company is also planning on doing a number of joint marketing efforts with other local companies such as the production and distribution of a referral book to be given to various individuals. This in turn would help to drive our word-of-mouth marketing efforts.
In the immediate, downtown area, there are five main competitors. This includes Subway Sandwiches, Cleo’s Sandwich shop, McDonalds, Taco Del Mar, and Famous American Deli.
The established chains, Subway and McDonalds have much more of a national focus and the individual managers have little or no ability to adapt to local desires. In addition, these outlets are franchised to individual owners. This method of franchising often leads to friction between the corporate office and the local owners that inhibits efficiency, cleanliness and other aspects. However, these chains also have the ability to cut prices at will, and have established and secure relations with their suppliers.
The more local stores such as Cleo’s sandwich shop and Taco Del Mar are much more locally oriented. However neither company has particularly deep pockets that provide for growth.
Our most important competitive edge is the location closer to our potential customers than any other. In addition, we have our Pacific Rim theme that will attract customers looking for local cuisines.
Keys to Success
Keys to Success
Our keys to success are:
- Repeat business. Every customer who comes in once should want to return, and recommend us. Word-of-mouth marketing is a powerful ally.
- Location. Convenience is essential to us, we need to be close to our market because we are not trying to get people to travel to reach us.
- The right food, variety with a Pacific Rim theme, with a price high enough to establish credibility, but not so high as to limit customers.