Creative Brief Assignment

Company Description and Background

The restaurant is a partnership that was established in 2010 with two founding members. The restaurant is a private company, where each owner equally splits the profits and liabilities. It is a breakfast restaurant that will serve a variety of breakfast meals all day. The restaurant serves a variety of high-quality breakfast food items that are sold at low prices. The restaurant is geared toward a younger student- based target market looking for breakfast food and dining options. These options include take-out food or sit-down dining and a five for $5 meal that allows customers to choose five side items from a series of side items for only five dollars. All-you-can-eat-pancakes and French toast are also being available to all customers.


The restaurant is not adequately meeting potential in the sense that it is attaining low sales as it was projected. In this regards, the project’s primary objective is to get more customers who care about what the restaurant offer and will want to be there. Secondly, this project will aim to raise the number of sales by 20% within six months, build brand awareness, and enhance customer relationships. The success of the project once it is completed can be measured by analyzing profit margins, the number of customers, employee satisfaction, and online reviews and ratings.

Target Audience

College students, especially those who are looking for a place to study early in the morning, during the day and or late at night will be the target audience. According to the college statistics in the region, approximately 35000 students are admitted to the colleges every semester. Studies have it that most college students prefer taking their breakfast or any other meal, when within the school premises, in restaurants around them. The new branch, therefore, comes in handy to offer them the type of products that fit them at affordable prices and efficient and convenient ways. The demographics of the schools around illustrate that most students of age 15-25 are accustomed to eating to restaurants; this group will be the primary target audience. This is not to mean that the restaurant won’t sell to other age groups.


There is stiff competition in the restaurant industry. The restaurant has two types of competitors within its target market, indirect and direct competition. Direct competition is full-service pancake breakfast houses. Indirect competition includes all fast food chains that serve breakfast items. Most of these fast food businesses only offer breakfast for a limited time during the day and usually stops being served around 11 am. They also offer the same or similar breakfast products that restaurant offer, as well as, similar promotions and discounts. Besides, most of the competition operates under the slogan “Build Your Own Grand Slam,” where customers can build their breakfast meals.

Tone, Message, and Style

The marketing campaign should focus on business to customer style. This will help come up with a message that energizes and excites their customer base and focuses on customer experience. The marketing campaign message should be in such a way that is it is designed to inspire people to make snap decisions or sometimes impulse buying. It should also reflect agility as well as enthusiasm. With students unwilling to walk too far away from campus, the marketing campaign strategy will be focusing on attracting these consumers because it is located right across the street, and is a one minute walk from campus. Also, the atmosphere at the restaurant will be kept of high quality, and services delivery kept fast. The restaurant will cater to customers quick and busy schedules, as well as, offer a place to relax and eat.


The restaurant manager is to see the funding and completion of all the necessary changes and training of personnel in four months. The advertising agency can then take charge from there after discussing the budget with the financial department where the necessary funds can be agreed upon and disbursed. The adverting agency has a maximum of four weeks to complete the project. The project stakeholders are to meet four times a week to analyze the project’s progress; identify and handle any mistakes or make any adjustments in the budget.


In most cases, the marketing campaign budget depends on the business type, annual revenue, and the internal staff in the marketing team. Taking this into consideration, it is projected that the campaign will cost 7-8% of the total revenue. This budget will be split into two:  brand development costs, brand promotion costs. The former will include all the channels for promoting the brand: website, blogs sales collateral. The latter will include advertising and events.


The stakeholders in the project include; the restaurant’s management, financial department, the sales, marketing, and graphics team as well as the advertising agency. Feedback should be provided routinely after to help in the assessment of the campaign. The success of the project once it is completed can be measured in different ways. For instance, analysis of profit margins, number of customers employee satisfaction, and online reviews and ratings.