TALK IS CHEAP

Marketing is used to identify the target customer, satisfy the target customer and keep the target customer. By building a strong market positioning strategy, developing a consistent product (food, physical experience, and brand touch points), perfecting customer access, creating value through effective pricing, and spreading a fun promotional message, FAVE clearly understands how to attract its core consumer. FAVE boldly combines fast casual dining (market position) and meat-free food (market niche), presenting the combination in a sunny, summery and celebratory way. This hybrid market model carves out a unique position in the explosively growing fast casual restaurant industry, a tested yet highly underserved market in Vancouver. The following section defines the market positioning for FAVE and indentifies key trends, industry analysis and the competitive context.

SWOT ANALYSIS
The following is a comprehensive SWOT analysis for FAVE:

Strengths
The Food: a dynamic mix of taste-first proprietary food designed to be premium to competitors in the local fast casual category. Quality and taste has the ability to covert omnivores and impress non-vegetarians The Service: a strategically designed environment and set of offerings to effectively serve key service periods of lunch and dinner The Message: a sunny, summery communication platform that strategically avoids the typically negative vegetarian baggage including animal rights and the environment The Theatre: a natural, handcrafted soda program set to become a beverage barista experience The Supply: a partner network of distributors, manufacturers and consultants ready to deliver an impossible-to-copy menu of great food that just happens to be meat-free The Finances: strict and rigorous cost controls and financial management The Management: strong industry experience, complimentary skill sets, large social networks and passion to drive the concept long-term

Weaknesses
A start-up food and beverage concept, one of the riskiest initial investments New business that requires tremendous effort to build customer loyalty High initial capital investment structure No trademark on FAVE, Fruit and Veg Eatery

Opportunities
Health: the individual need to combat increasingly sedentary lifestyles with a healthy, low cholesterol, low fat, high vegetable diet Category: explosive growth in the fast casual restaurant market in North America Trend: media, television, and pop culture support for increasing vegetable consumption, the vegetarian shift and the vegan movement Politics: continued pressure from national, provincial and municipal government organizations to recommend, develop and fund healthier lifestyle options to offset ballooning health care costs

Threats
Meat serving competition able to develop and serve meat-free food options that compare in price and quality A dramatic market shift away from healthy eating, plant-based diets and the personal health movement A difficult commercial leasing marketplace, barring new entrants from the marketplace

PRICING STRATEGY
The FAVE pricing strategy is to position the restaurant in the mid-point of the fast casual food service industry, bringing in an average check of $12.50 to $14 before tax, for a premium food and beverage meal combination. This price point is aligned with emerging Vancouver quick serve competition such as Chopped Leaf and Freshii. It also aligns with current quick serve competition such as A&W.

INDUSTRY & MARKET ANALYSIS

The industry and market are both undergoing significant shifts. The restaurant and food service industry is still recuperating from the economic downturn of the past couple years, but one can still find tremendous growth opportunities within the many segments. Consumer eating behaviours are changing to eat much more healthy diet and rely on options that fit with a time-starved lifestyle. The following section identifies a number of trends within both the industry and target markets that build potential for FAVE in Vancouver.

Industry Size
According to a recent Mintel foodservice report, the fast casual restaurant category accounted for estimated sales of $23 billion in 2010 in the United States (of a total $566 billion), up nearly 30% since 2006. As there is no specific, generally-agreed to definition

of the sector, it is very difficult to estimate exactly how many units there are in the fast casual industry. Within Canada, the limited-service restaurant industry is worth $20.4 billion in annual revenues and makes up approximately 34% of the overall food service market, totalling 31,911 outlets. The food service industry is one of Canadas top five job creators. Initially, FAVE is a single outlet fast casual restaurant operation, capturing a small percentage of a localized marketplace. But as expansion plans take hold, it is easy to believe FAVE could capture a significant percentage (1%-4%) of the fast casual marketplace within particular North American regions. The industry trends below further support the potential growth of the concept.

Industry Trends
The industry and market that FAVE positions itself to capture is saturated with a number of positive trends. This subsection describes a selection of research-backed industry and market trend snapshots. Growth of Meatless Meal Popularity New York Magazine featured a piece in late 2010 stating Vegetables are the new Meat (http://nymag.com/restaurants/features/69369), and Epicurious food trend predictions for 2011 identified Meatless Mondays and Tofu Thursdays as a top trend (http://www.epicurious.com/articlesguides/blogs/editor/2010/12/food-trend-predictionsfor-2011.html). These are two examples of what is becoming a popular discussion in food circles: the rise in popularity of the vegetable and a flexible, meat-free meal rotation for the average consumer. Again, the December 2011 Mintel report (covered in Section 1.7) can be found here: http://www.marketingweek.co.uk/analysis/features/specialist-diets-become-part-ofhealthy-lifestyle/3032733.article From the pop culture kitchens to the grassroot urban vegetable garden, the rise in popularity of vegetarian cuisine is a strong growth indicator for FAVE. Explosive Fast Casual Restaurant Growth According to FastCasual.com and Technomics (leading industry publications), the fast casual restaurant category continued to outpace the remainder of the restaurant industry in 2010 with over 6 percent total growth. According to Technomic executive vice president Darren Tristano, This category [fast casual] has essentially blown through the recession without skipping a beat. Chipotle Grill, the fast casual category second place market share holder grew an astounding 21 percent year-over-year. It is generally accepted within the food and beverage industry the heaviest growth is found within the fast casual category.

Unsatisfactory Health-Oriented Food Options Prior to the recent economic recession, Eastern North America saw a rapid uprising of fast casual restaurants branded for the forward-thinking diner. Instead of these new brands being all-encompassing restaurants offering something for everyone, they built their concepts on doing only a few things really well. Post recession, these new restaurants were still launching, but their focus shifted to health. From visiting franchise tradeshows, it is clear to see how this health and the environmental movements have begun to takeover the food and beverage world. New franchises are promoting their no expensive ventilation required (which means that no ovens, grills, fryers or anything hot is needed to prepare their food). The effect of this industry trend is that the market has been trained into accepting a less than satisfactory dining experience in order to achieve their health needs for a particular meal. Although the competitive environment is fierce in the restaurant world, the recent shift in industry trends has paved the way for a massive underserved market: A large segment of the population who want a healthy, socially positive, fast, inexpensive meal that still tastes really good. The single largest opportunity for FAVE is that it can be discovered as a restaurant with many great contributory causes, and the food still tastes great.

Competition
FAVE operates in the highly competitive food and beverage industry, defining itself within the fast casual industry category and in the vegetarian genre of cuisine. This hybrid model of fast casual and meat-free food is unique to the marketplace, but the FAVE product is also an innovative offering difficult to find across all North American, European and Asian regions. Based on a unique market position, this section develops a competitive set based on industry segments and provides comprehensive analysis.

Key Competitors & Analysis

FAVE has no direct competitors in the local marketplace. Below, indirect key competitors within the local fast casual category and vegetarian genre are described in detail. Fast Casual Competition FAVE positions itself in the fast casual food and beverage environment, competing for business alongside local cafs, upscale fast food outlets and hot local artisan independents. There are no fast casual meat-free restaurants in Vancouver, although a few of the following competitors offer a sub-standard vegetarian meal option. Here is a list of fast casual competitors: Veras Burger Shack (http://www.verasburgershack.com) Stackhouse Burgers (http://www.stackhouseburgerbar.com) Freshii (http://www.freshii.com) Chopped Leaf (http://choppedleaf.ca) Meat + Bread (http://www.meatandbread.ca) Hubbub Sandwiches (http://www.hubbubsandwiches.com) Peckinpah BBQ (http://www.peckinpahbbq.com) Nuba (http://www.nuba.ca) Whole Foods Market, self-serve area (http://wholefoodsmarket.com/stores/cambie)

Historic Vegetarian Competitors FAVE would compete against local vegetarian operators who traditionally target a market that is politically left-leaning. These traditional vegetarian competitors serve the static lifestyle vegan and vegetarian markets and have dirty, rugged and burnished instore experiences. Here is a list of the traditional vegetarian competitors in the Vancouver region: Gorilla Food (http://www.gorillafood.com) The Foundation (http://dinehere.ca/vancouver/foundation-the) The Naam (http://www.thenaam.com/naam) New Contemporary Vegetarian Competitors Although no local direct, contemporary, new age vegetarian competitors exist in the Vancouver marketplace, there are examples of extremely successful concepts within North America targeting the emerging market of the flexivore. Here is a list of the most successful contemporary vegetarian competitors: Veggie Grill Los Angeles (http://www.veggiegrill.com) Fresh Toronto (http://www.freshrestaurants.ca) Boon Burger Caf Winnipeg (http://www.boonburger.ca) Moaz Vegetarian Southern USA (http://www.maozusa.com) VeganBurg Singapore (http://www.veganburg.com) Analysis of Competitive Set From a big picture perspective, the resounding lesson from competitive analysis is simply that new age contemporary meat-free competitors are succeeding in other markets across the globe. The trend of meat-free eating is on the rise and a massive market opportunity exists, especially for FAVE, a concept designed for scalability and a vision to conquer. With no local direct competitor of fast casual meat-free cuisine, FAVE stands alone in serving the Vancouver marketplace and setting a base of operations to begin scaling across North America. The local fast casual competition is doing many things well in serving decent food and a reasonable price, with an upscale dcor and in-store experience. This set of competitors will compete for retail lease space alongside FAVE with every location. A number of the listed fast casual competitors do offer a vegetarian item, but based on the pure focus of these locations in serving meat-centric items, the vegetarian offering is typically substandard and an afterthought expression. The Vancouver-based traditional vegetarian competitors are all very busy establishments with loyal clientele. A part of the marketing strategy for FAVE will centre around stealing destination traffic for these locations by offering a clean and exciting instore experience and food that is premium when compared to these competitors. Based on this analysis, a clear competitive advantage emerges.

COMPETITIVE EDGE
FAVE relies on three strategic advantages that make up its competitive edge: 1. Good product, that just happens to be meat-free (strategic supply partner sourced) 2. A fast casual market position that deliberately avoids existing messaging connotations with the vegetarian and vegan movements 3. A healthy and environmentally sustainable food option, priced competitively

MARKETING STRATEGY
The core message of FAVE is great food that just happens to be meat-free. In order to achieve this goal, FAVE needs to be an inspirational brand and avoid existing connotations with the vegetarian movement. The key to being inspirational, and therefore successfully being a game changer, is letting people define what the brand means to them and enabling guests to be inspired on their own terms. Our food allows people to discover, on their own terms, that meat-free cuisine can be delicious. In much the same fashion, the brand and marketing strategy promote the discovery of layered meanings and symbolism that capture the essence FAVE.

Logo, Brandmark and Core Essence

The name captures the brand essence and style of food in a truly authentic and honest way. Its based on an official acronym for Fruit and Veg, with the E standing for Eatery. This is exactly what the restaurant is and creates a sharable story. The name works well with our target demographic, which uses the word FAVE as common vernacular or slang to represent favourite. This infuses our brand name with a double meaning. The connection to the word favourite enables for playful messaging to be crafted, further bringing the fun and easygoing brand personality to life. Its a simple, easily understood, memorable and positive word that says exactly what we are on both literal and conceptual levels.

The brontosaurus icon and soda label inspired brandmark symbolize everything the FAVE message stands for. The icon image has universal appeal across all demographics, making it a truly inclusive brand. Its simple, fun, memorable and easily

recognizable. It is intelligent and gives the brand multiple layers, as this dinosaur is a vegetarian. That connection may not be discovered immediately, but its cleverness creates a story people will be compelled to share with their friends and family when they eventually do. The icon and brandmark is powerful, eye catching and iconic enough to cut through visual clutter. It is also honest and authentic, as dinosaurs were the original vegetarians and the soda is the central theatrical feature of the in-store experience. FAVE must appeal to a mass market, thus universally positive language and imagery is used. Vegetarian and veganism have heavy existing connotations, so FAVE avoids directly referencing these loaded words to ensure inclusivity. Fruits and vegetables are generally thought of as good and healthy, and focusing on them as ingredients helps soften links to vegetarianism. The inclusion of fruit (not just highlighting vegetables) helps to soften this link even more. The big picture idea is to create a meat-free restaurant that has strong links to being vegetarian (to maintain honesty and authenticity), but presents these links in an intelligent, inclusive and not so obvious way. The message tone is easy to understand, simple, youthful, intelligent and never preachy. The brand personality is sunny, summery, celebratory, fun, friendly, local and promotes the importance of achieving goals and living life to the fullest.

The Audience Spectrum

The tactical communication platform is a unique marketing exercise. A spectrum of psychographic eating-interest profiles dominate the different audiences to communicate with, each having special needs, biases and perspectives. In a traditional restaurant marketing plan, the dietary differences between guests is small, typically only ranging across flavour preferences. Traditionally, allergic and special need diets were a marketing after-thought, with a restaurant relying on the experience of the kitchen to overcome food challenges to appease a difficult guests preferences. Only in the past decade, with the rise of Oceanwise certifications, organic labels and local, grain-fed pronouncements have marketing plans taken note of dietary psychographic audiences. The FAVE audience spectrum is based on the eaters meat-centric addiction levels. Described initially in section 1.7.1 The Flexitarian Scale, the different markets or audiences can be categorized, for the purposes of a tactical communication platform into three central buckets: Non-Receptive, Dietary-Disruptive and Dietary-Aligned, only the latter two being truly open to dialogue and engagement with FAVE. As one will see in the following sections dedicated to marketing tactics, the Dietary-Disruptive and DietaryAligned markets require very different, custom tailored strategies. The diagram below attempts to visualize the different psychographic market segments. In the Dietary-Disruptive Audience category, one will find heavy meat-eaters, balanced omnivores and a small portion of pescatarians (that is, a combination of a seafood and vegetable diet). The Dietary-Aligned category includes a pescatarian segment, allergyconcerned (that is free-from diets including gluten-free and lactose-free), the growing market of flexivores or flexitarians, traditional vegetarians and vegans. The nonreceptive audiences, at both end of the spectrum complete the population map.

Interesting data is emerging on the shifting trend toward meat-free consumption. In a featured Marketing Week article Carnivore Omnivore from December 15, 2011 (here and covered in previous sections of this plan including 1.7), four Dietary-Aligned markets are identified. Meat-Free Enthusiasts, who make up 37% of the UK population Allergic (according to the quoted (Free-From Diets) Mintel report), are Non-Receptive motivated by the wellbeing Audiences of themselves and their (23% of families and can be population) targeted by stressing the Dietary-Aligned health benefits of the Audiences offering. The Open to (60% of population) Persuasion group, making up 23% of the UK population, occasionally eat meat-free food but are Raw Vegan generally unimpressed by Vegan what is on offer and need to be won over by dynamic products and flavour. Most appealing is the size of this potential market, representing 60% of the total population.

Dietary-Disruptive Audiences (17% of population)

Pescavore

Flexivore

Vegetarian

Regarding Dietary-Disruptive audiences, the same Marketing Week article quoted above identifies the two remaining market segments. The Disinterested category, making up 17% of the UK population, enjoys meat but doesnt necessarily have a negative perception of meat-free products. Mintel, the author of the featured report believes this group may change their attitude over time and similar marketing strategies to this group may convert new followers over time. The final segment, Turned off by Tofu, the remaining 23% of the UK population, find meat-free foods unappealing. Mintel believes sampling campaigns may encourage this group to shift interests and enjoy a meat-free diet. But regardless of Mintels opinion, the FAVE communication strategies will target these two segments with a similar, trial-focused program with dietary conversion as the key objective. Based on this audience spectrum, the marketing and communications platform has been custom tailored for each audience segment. Core motivators within each category will drive the different category programs creating adoption and conversion. The following sections include pre-opening and post-opening marketing tactics (covering all audience segments).

Core Messages
Based on the different audience motivators, the following core messages will be the architecture for all developed tactics pushed into the many mediums: 1. Ingredient-focused food message: highlights the amazing food look, how it is made and where it comes from 2. Humourous and cheeky explosion of meat-free taste indulgence. This message would be paired with a tactic to push new consumer trial in-store 3. Celebration of the good, the fun, and advances in ones (meat-free) life journey

Pre-opening Marketing Tactics: General + Overall

In the pre-opening phase, FAVE will be dedicated to building word-of-mouth, hype and excitement by utilizing social media channels, direct network influence and localized media outlets. FAVE will create a Facebook Fan Page, Twitter account, and Youtube channel at least four weeks before opening. The social media objective within all channels during the pre-opening phase will be aimed at increasing profile and building a dedicated audience. The strategy will employ a range of content within the channels including teaser videos, photography of the store build progress, and visual stories of the developing food. By leveraging existing relationships with local food publications, local media outlets and online blog personalities, FAVE would push for additional pre-opening word-of-mouth. The message would be directed exclusively around the launch of meat-free cuisine in Vancouver. Targeted publications would include Vancouver View, Metro, 24 Hours, The Straight, ION Magazine, Vancouver Magazine, and the Vancouver Sun. Online publications would include Scout Magazine, VancouverisAwesome.com, Miss604.com, Toro Magazine, VitaminLDaily.com, FollowmeFoodie.com, Notable.ca and RickChung.com amongst others. A Vancouver-based PR agency will be employed, 3 months prior to opening with the responsibility to manage the public relations for FAVE. Finally and the most importantly, direct network influence will be used to dramatically increase awareness with a Generation Y social influencer market. Pre-opening restaurant tours, food tastings and trials will be provided to key influencers and influential neighbours in the marketplace increasing buzz and word-of-mouth in direct networks and via social media. Industry insiders will be treated to pre-opening meals and sneak peak product trials. And through the use of personal relationships, these influencers will be treated to complimentary meals for bringing in new guests once the restaurant opens its doors.

Conversion Strategy: Dietary-Disruptive Audiences

40% of the market, according to Mintel Reports, can be considered Dietary-Disruptive audiences, or otherwise those consumers who are still very loyal to a meat-centric diet. Yet even though these consumers are your typical carnivore, many may still be open to the trial and adoption of a meat-free experience so long as taste, flavour and the good looks of delicious food are not sacrificed in the process.

The purchase conversion of this segment, including a portion of the unaware DietaryAligned segments, truly must be left to first time trial of the food and experience of FAVE. As the most ideal location for trial is inside a FAVE location, the communication strategy must rely on a pull direction, drawing these consumers into the store experience. Aside from the obvious, that being a great brand, colourful curb-side appeal, and other marketing techniques discussed in this section, the first FAVE location in a region requires a unique direct social network promotional campaign to become a catalyst for conversion. Prior to the first FAVE opening its doors, a collection of local social influencers will be invited to an exclusive pre-opening reception at the completed store. The hosted FAVE experience will introduce the concept of FAVE Agents, a social collection of 50 meat-free influencers who care deeply about the values of health, wellness, and the environment and want to share these values by bringing in carnivorous friends. By inducing trial in a number of fresh demographic social networks (20-25 year-olds, 25-30 year olds and 3035 year olds) the undercover promoter model will work to induce trial and spread wordof-mouth more quickly. By taking part in the program, the FAVE Agent social influencers will be provided a number of reciprocal perks including a period of free meals, a gaming platform to track conversions and best other Agents, hosted social evenings at the store, as well opportunities to win awards and prizes. The ultimate prize: the permanent naming (after the winner) of a FAVE menu item. Depending on the duration and depth of the program, an online social media gaming platform will need to be created to spur competition between Agents: anything from a unique, searchable and track-able Twitter hashtag, to email-able QR codes to send onto friends, to a full-blown mobile app that can track real-time progress. The investment of this model will be evaluated as the marketing and communication platform unfolds toward opening.

Adoption Strategy: Dietary-Aligned Audiences

60% of the market, according to Mintel Reports, can be considered Dietary-Aligned audiences, defined as consumers who are ready, or already eating at least a partially meat-free diet. These consumers can be categorized by their propensity to enjoy a FAVE meal without convincing them of the benefits. Typically on the lookout for food service concepts that fit their dietary preferences, a targeted community-specific marketing platform can be employed to create awareness and conviction. By breaking this market down by segment, channels by which the core messages can be directed are listed below. There are a limited number of vegan and vegetarian community publications, online blogs and social influencers. FAVE needs to be listed in Yelp, Urbanspoon and Dinehere and other restaurant directories alongside all other vegetarian options. The company needs to leverage strategic supply partner relationships such as Gardein and Daiya Vegan Cheese to expedite the core messages of FAVE, utilizing direct audience connections via blogs and social media. Quickly aligning FAVE with Happy Cow, Veg.ca, VegDining.com, Vegan in Vancouver, and consumer-organized vegetarian Meet Up groups, FAVE will penetrate the dietary-

aligned markets fast and effectively. As these communities are typically well-connected, word of new dietary options travels quickly, providing FAVE an immediate projected boost of early-stage guests.

Post-opening Marketing Tactics: General + Overall

Once open, FAVE will use a multitude of tactics in a myriad of channels to increase awareness and build local community recall. A comprehensive marketing plan with a defined strategy and on-point message will be built out three months prior to launch and will include the following tactics: Continued use of all social media channels, with the addition of 4square.com (with a loyalty trigger). Increased use of photography (via staff onsite) and custom videos (via creative agency) will highlight the meat-free message A pre-grand opening media night, including a sneak peak tasting and in-store experience before the doors open for the first time A grand opening day meant to get new guests in the store. Free product trials of handcraft sodas for all guests. Old fashioned burger eating competition with local celebrities Endorsement strategy for local meat-free celebrities local but high profile performance athletes, actors, and influencers A creative and targeted business lunch invitation expanding takeout orders Build employee training to encourage positive guest reviews on Yelp, Urbanspoon, Dinehere, Trip Advisor and Foodvancouver.com In-store loyalty program meant to reward continuous purchasers Experiential out-of-store trial program Subtle support of a not-for-profit environmental program, selected by the consumer A strategic partnership program (covered below)

POSITIONING STRATEGY
FAVE is the easy choice for healthy eating, easy to like and easy to take friends and family to. The food is delicious and quick. It is a place for vegetarians and vegans but most importantly attracts the broader flexitarian or healthy choice eater. It is has a fast casual mid price point and universal appeal in branding and messaging. FAVE focuses on the ingredients (fruits and vegetables) not the style of eating (vegetarian). It is simply good food that just happens to be meat-free. A surprise to non-vegetarians just how good meat-free cuisine can be.

LOCATION PARTNERSHIPS + ANCHORS

The most critical strategy in every marketing plan is the partnership program. By targeting likeminded corporate supporters, hand selecting particular vegetarian market initiatives and referral networks, and choosing a not-for-profit charity that resonates with

the FAVE consumer, the restaurant will be able to increase its business reach, expand revenues and continue to build goodwill with the brand. Additionally, the first few FAVE locations need to be strategically selected to ensure a local, likeminded business entity of significant size and scale is nearby. By locating FAVE store outlets nearby to Lululemon, Running Room, Mountain Equipment Co-ops, Vancity, Eds Gluten-Free, Choices, Capers and/or Whole Foods locations it can guarantee a never-ending stream of dietary-aligned consumers, thereby reducing the per-customer acquisition cost. The following is a summary of the partnership program strategy: Locate FAVE outlets near large (corporate HQ), likeminded companies: including Whole Foods, Choices, Capers, Vancity, Lululemon and MEC Partner with likeminded corporate supporters: develop a takeout / delivery system for employees of Lululemon, Running Room, Mountain Equipment Co-op and other socially-conscious organizations Support the local communities in which FAVE operates: hand select one or two large-scale festivals or not-for-profit opportunities to showcase the FAVE product complimentary Select the premium vegetarian marketing and referral networks: design involvement in vegetarian networks to build awareness and credibility