BRIEF
For the quiet town of Morganton, Moondog Pizza is about as gritty, cool, and hip as you can get. They serve fantastic food that is locally sourced and their menu is constantly evolving with new creative pies and salads. They have a fantastic beer selection and a popular trivia night with a fun and rowdy host. Like Bernie Sanders, Moondog just has a cool "vibe". Unfortunately, this vibe attracts many customers who can't afford the price of truly "specialty" pies unless in a large group.
To solve this problem, these studies and campaign strategies have two key missions:
1. Establishing Moondog as a hip and weird restaurant while maintaining sophistication that appeals to an older (and more affluent) demographic.
2. Creating a niche theme that engages customers through multiple story avenues
RETRO-FUTURE-AMERICANA
All things weird of 1960s America
How do you make a space-themed pizza shop cool? You don't. It is inherently cool. But how do you get your parents and parents' parents to spend money there? How do you help pizza-centric hipsters "get weird" (within reason) without scaring away ma and pa? This may not seem like a problem that many restaurants deal with or even attempt to solve, but in the small town of Morganton, NC--it comes up. Another example of a similar problem might be marketing for a restaurant located in a college-town that also has a large retirement population. Let's find a way to bridge this great divide through pizza and spacin' out.
the catch 22 of large parties
The restaurant is an incredibly small space. It has a total of six tables. So just as it's very selective in choosing upper-end ingredients and high quality beers, it needs to be selective in who is going to take up that space.
Moondog brings in many young families and young adult friend groups. Large parties bring in the most people, but they also:
- take up the most room
- stay the longest
- make the biggest messes
- tip the least per person
Moondog needs to target it's quality customers with the greatest density while maintaining the loyalty of those who come in great quantities. As long as pizza doesn't change anytime soon, it's always going to attract those types of large groups regardless of marketing strategy. I propose to reach out to a more elite group while reaping the benefits of large groups through special events.
Is that you, dad?
See, we're not so different, you and I. I had a gross hipster beard once, too.
audience
Moondog seeks to maintain focus on the restaurant's primary age demographic (20-35) while indirectly targeting ages 55 +. It's much more difficult to convince older adults to change their go-to pizza place than families looking for any meal a step above "CiCi's". At this age, they're willing to drop big bucks on a quality meal, but have the wisdom to be conservative in their choices. But if you can keep them there if/when they stumble upon it with their kids or at an event, I think it would be a pretty sure bet that they'd come back on their own.