TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza

TeamAdVantagesClientNeedsAnalysis:
GlassNickelPizza
RyanBrumlic,AveryFaehling,ConnorHuff,BenKoenigs,NateLedvina,SherryZuege

UniversityofWisconsinGreenBay

Authornote

PreparedforDr.CarrandMassMediaAdvertising

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza2
TableofContents
Abstract.....................................................................................................................3
AllaboutGlassNickelPizza.....................................................................................4
Demographics............................................................................................................5
Advertising.................................................................................................................5
Competition................................................................................................................6
Strengths....................................................................................................................7
Weaknesses................................................................................................................8
Opportunities..............................................................................................................9
Threats........................................................................................................................9
OurTask.....................................................................................................................10
GOSTMediaStrategy................................................................................................10
MessageObjective.....................................................................................................11
MediaSelection.........................................................................................................11
CampaignManagement.............................................................................................12
Summary....................................................................................................................13
Appendices.................................................................................................................14
Citations..21

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza3

Abstract

ThecasestudychosenforthispaperisGlassNickelPizza(GNP)inGreenBay,Wisconsin.GNP
wasstartedinMadisonandnowoffersfranchiseopportunities.DonCalhoun,theownerofthe
GreenBayfranchisewasadeliverydriverfortheoriginallocationandlovedtheproductso
muchhequitcollegetobuyafranchisestore.Thisstudyincludesnationalresearchontarget
demographicsforpizzaeaters.Advertisingislookedat,notonlyforthisstore,butalsoforthe
competitionandnationallyforpizzaplaces.Researchincludestherecentlyemergingfastcasual
conceptindining.InadditionaSWOTanalysisisincludedtoprovideamoreindepthevaluation
ofthesituation.Thereportconcludeswithareasoffocusandrecommendationstocontinuethe
growthofGlassNickelPizza.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza4
ClientNeedsAnalysis
GlassNickelPizza
OnWednesday,February25,2015TeamAdVantagemetwithDonCalhoun,President
ofGlassNickelPizzaat416DousmanStreetinGreenBayshistoricBroadwaydistrict.The
phonenumberis(920)4901000andthewebsiteiswww.glassnickelpizza.com.Donsemailis
Don@gnpizza.com.GlassNickelisafranchisewitheightlocationsinWisconsin.
AllAboutGlassNickelPizza(GNP)
GlassNickelPizzaisanupperendpizzarestaurantandbar.Theprimaryproductis
pizza,butthemenualsoincludesappetizers,hotandcoldsubs,salads,afewfriedentreesand
desserts.
Thecompanywasstartedin1997byBrianGlasselandTimNicholsonofMadison.They,
alongwiththeirwivesRebeccaandMegansellfranchiseopportunitiesoneisavailableinEast
GreenBay.Mostbusinessdecisionsaremadeatthecorporatelevelincludingthemenuandthe
pizzaofthemonth.
DonworkedasadeliverydriverattheoriginalGNPlocationinMadisonwhilehewasa
collegestudentstudyingpsychology.Heworkeduptodeliverydrivermanager.Whenthe
opportunitytopurchaseafranchisepresenteditself,Donpulledtheplugoncollegewithjustone
semesterremainingtocompletehisdegreeandjumpedintobusinessforhimselfinGreenBayon
RidgeRoad.Helovedtheproductsomuchhewantedhisownstore.Twoyearsago,the
restaurantmovedfromRidgeRoadtothecurrentlocationonDousmanAvenue.
Demographic

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza5
GlassNickelPizzacustomersareanequalsplitbetweenmaleandfemale.Theagerange
is18andup.Donassumestheincomeleveltobemiddletoupperclass.Deliveryis70%ofhis
businesssodemographicinformationismoredifficulttomeasure.GNPdemographicsareon
targetwithnationalstatisticswhichshowanalmostequalsplitbetweenmaleandfemalewithan
eversoslightmaleskew.Also,28%aresingleand57%aremarried("HotPizzaFacts,"n.d.).
Nationalresearchshows94%oftheU.S.populationeatspizza,theaveragefamilyeatspizzaat
home30timesayear,andthebiggestpizzaeatersareyoung,affluent,collegeeducatedadults
("HotPizzaFacts,"n.d.).PizzaisthenumberonedinnerchoiceintheUnitedStates(Pizza
IndustryAnalysis2015,n.d.).Inacollegemarket,thisstatisticmaybehelpful:66%ofcollege
studentsusecouponswhenorderingapromotionalpizza("HotPizzaFacts,"n.d.).
Advertising
Doninvests3%ofhissalesintoadvertising.Radio,televisionandmassmediaprintwere
allfailuresinthepast.Donkeptputtingmoneyintoitthinkingtherewouldeventuallybea
payoffandtherewasnot.Itmaybepartlyduetothetimingwiththerecession.Hefoundgreater
returnoninvestmentindirectmailpieceswithanattachedcoupon.Hesendsinformationtoan
establishedemaildatabase.TwitterandFoursquareareusedoccasionally.Inaddition,theGNP
menuislocatedinvariousGreenBayareahotelrooms.AdsruninNewMovertoreachpeople
newtothearea.Thecorporateofficegivesasmalladditionaladvertisingbudgetandwiththat
Donhostsabeerandpizzapairingthreetimesayear.Theyusethreesayingsintheirmenuand
online,including:15yearsofawardwinningpizza,Inpizzawetrust,andAtodolistfor
yourtastebuds.TheFacebookfollowingis1,684("GlassNickelPizzaFacebook,"2010).His
advertisinggoalistobesimpleyetmodern.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza6
Thecurrentmarketingisworkingprettywellifthebiggestproblemiskeepingupwith
demand.Usingaslightlyricherstrategythanmassmediai.e.socialmediaanddirectmail,is
payingoffwitha20%increaseinbusinessinthepastfiscalyear.Beingafranchiseownerhehas
toultimatelyanswertothecorporatelevelwithmarketingdecisions.GNPisfollowingthe
nationaltrendsinadvertising.
Americassocialmedianetworkismoreinvolvedthaneverbefore,
andpizzafranchisesaretakingadvantageofthisrecenttrendintheir
marketingstrategies.Forexample,nearlyonehalfofpizzaeaters
willsearchforrecommendationsonblogsitesorTwitterbefore
decidingontheirpurchase.Additionally,orderingonlineand
throughtextmessagingisayouthtargetedtrendthatisexpectedto
continuetoexpandinthefuture.Infact,itisestimatedthatonly
sixteenpercentofpeopleintheUnitedStateshaveeverplaceda
pizzaorderonline("PizzaIndustryAnalysis2015,"n.d.).
Allofthecompetitorshavewebsitesalbeitsomeofthemaremoredifficulttonavigate
becauseyouhavetosearchformenusorprices.Dominos,PizzaHut,PapaJohnsandLittle
Caesarsareregularlyseenandheardinmassmediaadvertisingwithnationalcampaigns.
Competition
Themaincompetitorstoapizzarestaurantareotherpizzarestaurants.Placeslike
Dominos,LittleCaesarsandPizzaHutarenotseriouscompetitorsbecausetheyarelower
qualityanddonotofferawiderangeofuniquecustompizzaoptionslikeGNPdoes.Toppers,
CrankyPatsandJakesareGNPsprimarycompetitors.JakesPizzahasastandardmenuthe

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza7
mostunusualpizzaistaco.Thepricesrunfrom$11to$22("Jake'sPizzaMenu,"n.d.).On
facebooktheyhaveover4,000likes("Jake'sPizzaFacebookPage,"2014).OntheToppers
websiteyoucannotfindprices.Theyhaveastandardmenu,butofferanunusualmacncheese
pizzaandaTuscanpizza("ToppersPizzaMenu,"n.d.).CrankyPatshaswonBestoftheBay
andotherconsumerresultsmarketingcontests("CrankyPat'sPizzeriaandPub,"n.d.).Theyhave
over2,000Facebooklikes("CrankyPat'sFacebookPage,"2012).Alargepizzarunsfrom$19to
$26.InadditiontostandardchoicestheyhavetheMargheritaandaGreekpizza.
WhenyouGooglegourmetpizzainGreenBay,GlassNickelcomesupfirstwithfour
stars,GreenBayPizzaCompanyhasthreestarsandGallaghersPizzahasfourandahalfstars
(www.google.com).ThelatterwerenevermentionedbyDon.GreenBayPizzaCompanyhas
nothingunusualontheirmenuandthepricesrangefrom$16to$30foralargepizza("Green
BayPizzaCompany,"n.d.).Gallaghershasanicevarietyofunusualpizzaslikeartichoke,
spinach,Greek,cheesesteak,andMediterranean.Theyofferahandtossedlargefor$22
("Gallagher'sPizzaMenu,"n.d.).

Strengths
Theuniquesellingproposition(USP)ofGNPisdifferentanduniquecombinationsof
freshlymadepizza.Forexample,aThaiflavororapizzawithbluecheeseandwalnuts,a
chickenalfredoandthechickencordonbleu.GNPhasdifferentpizzanameslikethechicky
chickyparmparmandthefetalicious.Thesauceismadeinhouseandtastesfreshandorganic
comparedtocannedorbottledsauces.Thesausageisaspecialrecipewithagenerousportion
cookedontopofthepizzainsteadofprecooked.Thesausageisfirmandjuicy.Thevegetables
arecrispandtasteliketheyarefreshlyjulienned.Thecheeseisaspecialblendoflocalcheeses.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza8
Everythingispreparedfreshdaily.Thecommenthehearsmostoftenisitsthebestpizzaever
anditisdelicious.Heoffersgreatfood,acomfortableatmosphere,afullservicebaranda
locationinthehistoricBroadwaydistrict.Hisbusinesshasgrown20%inthelastfiscalyear.
Thefranchisehasamissionofsustainabilityandcommunity.Theyuseecofriendly
containers,composting,solarenergy,biofuel,smartcars,andlocalproducts.Theypromote
organiccottontshirts,menusprintedonpostconsumerrecycledpaperwithsoyinks,andLED
lights.
Thecompanyasawholesupportslocalcharitiesandnonprofitorganizations.GNPholds
acharitydayquarterlyanddonates10%ofsalestoalocalcharitythelastrecipientwastheBay
AreaHumaneSociety.GNPhasasuspendedpizzaprogramforpeopletoputmoneyonagift
cardtohelpfeedhomelesspeople.
Weaknesses
Thebiggestproblemiskeepingupwithdemand.Thedeliveryareaislargeand
tothedoortimeislong.Dineinbusinessis20%andcarryoutis10%sothemajorityofthe
burdenisondeliverywhichis70%ofthebusiness.Thekitchengetsbackedupbecausethey
needafulltimeprepcooksotheothercookscanfocusongettingpizzasputtogether,bakedand
outthedoor.TheseinternalproblemscanandshouldbefixedbeforeGNPgetsnegative
comments.Anotherdownsideisthepriceofthepizzacomparedtofastfoodandfastcasuala16
inchpizzaisalmost$22.Also,thefranchisepromotesgreenandecofriendlybutinGreen
Baynotenoughisdonetocallattentiontoit.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza9

Opportunities
AccordingtoDon,duringtherecessionthepizzaindustrytookahugehitbecausethe
priceofpizzaingredientsskyrocketedwhileatthesametimepeoplewerenoteatingoutasoften.
Nowtherecessionislevelingoffandbusinessisgrowingagain.
TherearebigbusinesseswithinwalkingdistanceorafewminutesdrivingfromGNPfor
example:FirstBusinessBank,NicoletNationalBankandtheChamberofCommerce.More
businessesaremovingintothedowntownGreenBayareaasthecitypromotesitsgrowth.These
businessesaregreatopportunitiestogarneralunchcrowd.
Winepairingsarepopularrightnow.Thebeerandpizzapairingshaveprovensuccessful.
Apizzaandwinepairingwouldentertainaslightlydifferentcrowd.
Campusdeliveryisanopportunitytobetakenseriously.TheGreenBayareahasGlobe
University,BellinCollege,NWTC,SaintNorbert,LakelandCollege,RasmussenandUWGB.
Bytargetingthisyoungerdemographicfrequencyitcouldbuildpotentialloyalty.
Threats
ThemainthreattoGNPisotherspecialtypizzarestaurantslikeToppers,CrankyPats,
JakesGreenBayPizzaCompanyandGallaghers.Toppersgivescouponstostudentswhovisit
theirboothatthelocalbusinessfair.
Aviablethreatistheemergenceoffastcasualconceptpizzaplacesofferinga
midquality,moreaffordable,fasterpizzaoption.AccordingtoFortuneMagazine,Telsey
AdvisoryGroupbelievespizzacouldbethenextfastcasualcrazepredicting2,000restaurants
couldopenoverthenextfiveyears(Kell,2014).Hereareexamplestoclearlydefinefastcasual.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza10
Thefastcasualconceptispositionedbetweenfastfoodandcasualdining.Fastfoodis
comparabletogoingtoMcDonald's.Fastfoodpizzaisgettinga$5onetoppingpizzafromPizza
Hut("PizzaHut,"n.d.).FastcasualisaburgerfromCulver's.Fastcasualpizzaisabuffetat
PizzaRanchwhereyoucaneatforjustunder$11("BuffetYourWay:Pizza,"n.d.).Thetaste,
qualityandfreshnessarealittlebitbetterthanfastfoodbutyoumayhavetowaitforafew
minuteswhiletheyprepareyourorder.CasualdiningisBurgerHouse41wherethefreshest
WisconsinAngusbeefisusedandeachburgerishandpattiedandgrilledtoorder("Burger
House41andFrozen,"n.d.).Thewaitislonger,buteverythingisfreshandthequalityisbetter.
GNPiscasualdining.Thesecategoriesofpizzaeatersmaycrossover.Themostsignificant
presenceforfastcasualpizza,whichhasntyetgonenational,isinSouthernCaliforniaand
Denver.BuffaloWildWingsinitiallyinvested$9millioninL.A.basedPizzaRev,andnow
operates11locationsinCaliforniaandfivefranchisedrestaurantsinMinnesotaandUtah(Kell,
2014).Ifpeoplespendonfastcasualpizzathepizzabudgetmaycomefromcasualdining.
OurTask
Increaselunchtimebusinessandcampusdeliveries.
GOSTMediaStrategy
Goal

Increaseprofit.

Objectives

Increaselunchsalesby10%inthenextfiscalyear.
Increasecampusdeliveriesby10%inthenextfiscalyear.

Strategy1

Promotelunchbusiness.

Tactics

Runradioadspromotinglunch.
Delivermenuswithcouponsandmagnettoareabusinesses.
Postthepizzaofthemonthonfacebook.
MakeaYouTubevideofeaturingadifferentkindofpizza.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza11

Strategy2

Promotecampusdelivery.

Tactics

AttendtheUWGBcampusfairtohandoutmenus,magnetsandcoupons.
Runradioadspromotingcampusdelivery.
RunaweeklyadintheFourthEstatenewspaperinprintandelectronic
version.
Postthepizzaofthemonthonfacebook.
MakeaYouTubevideofeaturingadifferentkindofpizza.
PostpicturesofpizzaonTwitter,Snapchat,andInstagram.

Strategy3

Increasetopofmindawarenessbygettingthenameoutthere.

Tactics

Sendmediareleasestolocalmediaforpublicityoncharityday.
Sendmediareleasestolocalmediaforthesuspendedpizzaprogram.

Growintothegreenmovementtobeinlinewithcorporateandpromote
it.

MessageObjective:GlassNickelPizzaISsomethingdifferent.
MediaSelection
RadioadswillrunonWIXXwhichhasthehighestratingsinbothtargetdemographics.
Adswillrun10anoonMondaythroughThursday1perday.Ratecardis$200at
aweeklycostof$800.Runeveryotherweekuntilfurthernotice.
Adswillrun7pmidMondaythroughThursday2perday.Ratecardis$50ata
weeklycostof$400.Runeveryotherweekuntilfurthernotice.
YouTubevideoonthecreationofadifferentkindofpizza.
Nocostforproductionorairtime.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza12
Facebookpostingsonatwiceweeklybasisormoreshowingpizzaasaremindertoorder
lunchorcampusdelivery.Facebookhasatremendousfemalefollowing.Facebookis
free.
Menus,coupons,magnetsdeliveredtoareabusinesses.Thosenearbyare:NevillePublic
Museum,GeorgiaPacific,LaForce,BMOHarrisBank,GreenBayPressGazette,Brown
CountyCourthouse,WBAY,BadgerStateInsuranceandFinancial,FranklinMiddle
School,FortHowardElementarySchool,BrownCountyCentralLibrary,GreenBay
PoliceStation,St.VincentHospital,WellsFargoBank,FirstBusinessBank,Nicolet
NationalBankandtheChamberofCommerce.Callaheadandseeiftheydlikeafree
pizzatosample.
FourthEstateNewspaper.
Runaweeklyprintadfor$50perweek.
Runaweeklyelectronicadfor$5perweek.(over2300hitsperweek)
Menus,couponsandmagnetsdeliveredtostudentsattheUWGBCommunityFair.
UWGBCommunityFairisaneventtointroducestudentstoareabusinessesand
services.ThefairtypicallyrunsinSeptemberandtakesplaceinthePhoenix
roomsintheUniversityUnion.Aboothspaceisrentedfor$50.Eachboothhas
twotablesandtwochairs.GNPwillhavemenus,couponsandmagnetstohand
outtovisitingstudents.ToregistercontacttheOfficeofStudentLifeat(920)
4652220orosl@uwgb.edu.

CampaignManagement
Receiptsfromlunchandcampusdeliverieswillbemonitoredandreportedmonthly.The
campaignwillbeasuccessifa10%growthinbothareasismetinthecomingfiscalyear.If
thereisnogrowthafterthefirstquarteritwillbeencouragedthatGNPincorporatealoyalty

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza13
programsforlunchandcampusdeliveries.Personalvisitstonearbyofficeswithasamplepizza
andmenus,couponsandmagnets.

Summary
GlassNickelPizzabeganin1997andDonbelievedsostronglyintheproductthathe
openedhisownfranchisestore.Thedemographicslocallymatchnationaltrendsinthepizza
marketwherepizzaisthenumberonechoiceforfamilymeals.Doninvests3%ofhissalesin
advertisingwhichhasprovensuccessful.SomeofthecompetitionhasastrongFacebook
following,buttheydontofferthevarietyofuniquepizzaslikeGNPdoes.Themajor
weaknessisinternalandshouldbeaddressed(deliverytimeandkitchenprep).Beinga
franchisestorelimitsdecisionmaking.Twomajoropportunitiesareidentified:lunch
businessandcampusdeliveries.Thegrowthoffastcasualconceptpizzarestaurantsisthe
onemajorthreatidentified.Weofferrecommendations,bothfreeandwithacharge,tomeet
thegoalsofincreasinglunchbusinessandgrowingdeliveriestothecollegecrowd.Glass
NickelPizzahasafirmfoundationandwithourrecommendationstheywillsurelysee
continuedgrowth.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza14

AppendixA
LunchtimeBudget
Lunch

WIXX
3months
Lunch

Menu
Delivery

10anoo
n

MTW
R

1per
day

$200ea.

$800perweek

FREE

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza15

AppendixB

LunchtimeRadioScript

RadioScript

Client:GlassNickelPizza
Product:Pizza
Title:Lunchtime
Length:30
Writer:SherryZuege
Medium:Radio

(woman)ITSLUNCHTIME.LETSGOSOMEWHEREDIFFERENT.

(mansaysunderbreath)IVEHEARDTHATBEFORE.

(woman)GLASSNICKELPIZZAISSOMETHINGDIFFERENT.

(womanasifreadingmenu)MMCHECKOUTTHISMENU.THEFETALICIOUS

MUSHROOMS,REDONIONS,SPINACHANDFETA.OOTHE

CHICKYCHICKYPARMPARMWITHALFREDOSAUCE.MAYBE

THETHAIPIEORTHECHICKENCORDONBLUE.NO,IWANT

THESACREBLEUWITHBLUECHEESE,WALNUTSAND

CANADIANBACON.ITOLDYOUGLASSNICKELPIZZAIS

DIFFERENT.GLASSNICKELPIZZADOTCOM.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza16

AppendixC
CampusDeliverySchedule
CampusDelivery

FourthEstate

weekly

1perweek

$50ea.

$50perweek

weekly

1perweek

$5ea.

$5perweek

$400perweek

Print
3months
CampusDelivery

FourthEstate
Elect.
3months
CampusDelivery

WIXX

7pmid

MTWT

2perday

$50ea.

Yearly

$50ea.

3months
CampusDelivery
CommunityFair

Event

Onetimecharge
$50

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza17

AppendixD
CampusDeliveryRadioScript
RadioScript
Client:GlassNickelPizza
Product:Pizza
Title:CampusDelivery
Length:30
Writer:SherryZuege
Medium:Radio

(female)

IMTIREDOFSTUDYING.LETSORDER

SOMETHINGDIFFERENT.
(male)
(female)

RIGHT?
GLASSNICKELPIZZAISSOMETHING

DIFFERENT.
(femaleasifreadingmenu)

MMCHECKOUTTHISMENU.THE

FETALICIOUSVEGGIES,SPINACHANDFETA.OOTHE
CHICKYCHICKYPARMPARMWITHALFREDO.MAYBETHE
THAIPIEORTHECHICKENCORDONBLUE.NO,IWANTTHE
SACREBLEUWITHBLUECHEESE,WALNUTSANDCANADIAN
BACON.ITOLDYOUGLASSNICKELPIZZAISDIFFERENT.
ASKFORTHECAMPUSDEAL.GLASSNICKELPIZZADOTCOM.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza18

AppendixE
SampleFourthEstateAd

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza19

AppendixF
TopofMindAwarenessBudget
TOMA

Onetimeposting

YouTube

TOMA

FREE

3perweek

FREE

Asneededwithevents

FREE

3perweekeach

FREE

500

$1.05ea.

Onetimecost$525

FacebookPosting

TOMA
MediaReleases

TOMA
Snapchat,Twitter,Instagram

TOMA
Magnets

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza20

AppendixG
FacebookSamplePost

FetaliciousisstillthefavoritepizzaatGlassNickelPizza.Try
onetodayforlunch.Ordernowatglassnickelpizza.com

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza21

AppendixH
TotalBudget

Purpose

Weekly

Fee

Vehicle
Lunch

OneTime

$800

$400

$50

$5

WIXX
Delivery
WIXX
Delivery
FourthEstatePrint
Delivery
FourthEstateElectronic
Delivery

$50

$525

UWGBCommunityFair
TOMA
Magnets

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza22

$1255PerWeek

$575One
TimeFee

AppendixI
FastCasualConceptResearch
FastcasualisaconceptintheUnitedStates,positionedbetweenfastfoodandcasual
dining.Itdoesnotofferfulltableservice,butpromisesahigherqualityoffoodwithfewer
frozenorprocessedingredientsthanafastfoodrestaurant.Thetypicalcostpermealisinthe
$815range.ThecategoryisexemplifiedbyChipotleMexicanGrill,Culvers,Zaxby'sand
PaneraBread.
Duringtheeconomicdownturnbeginningin2007,fastcasualdiningsawanuptickin
salesfromthe1834demographic.Customerswithlimiteddiscretionarymealspendingtend
touseitondiningperceivedashealthier.
Theconceptbecamemainstreamatthebeginningofthe2010s.
Severalbrandsarecompetingtobethenationalfastcasualpizzaleader.
Wenzels

BlazePizza
UncleMaddiosPizzaJoint
ThePizzaStudio
PizzaRev
LiveBasil

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza23
PieFive

ProjectPie
800Degrees
MODPizza

JeffBurrillisinvolvedinoneofthetopnamesinthefastcasualbusinessfor15years,
PaneraBread.So,whenheheardaboutahighendDIYpizzafranchise,hewasinterested
andchoseThePizzaStudiofranchise.
FromFortunemagazine:TelseyAdvisoryGroupbelievespizzacouldbethenext
fastcasualcraze,predicting2,000restaurantscouldopenoverthenextfiveyears.
LiveBasilPizza,afastcasualchainwithsixrestaurants,cooksitspizzasinabout
twoandahalfminutes.FounderTomRyan,whoalsocameupwiththeSmashburger
concept,saidhiscompanysgasfiredbrickovensareakeyreasonLiveBasilcanchurnout
pizzasatafasterpace.Anotherhelpfultrend,accordingtoRyan,isthatconsumersare
favoringthinNeapolitanpizzasinsteadofdeepdishoptionsthattakelongertocook.
Themostsignificantpresenceforfastcasualpizza,whichhasntyetgonenational,isin
SouthernCaliforniaandDenver.BuffaloWildWingsinitiallyinvested$9millionin
L.A.basedPizzaRev,andnowoperates11locationsinCaliforniaaswellasfivefranchised
restaurantsinMinnesotaandUtah.ChipotlehasinvestedinPizzeriaLocale,whichhassofar
focusedonDenver.AllbutoneofLiveBasilsrestaurantsisalsointheDenverarea.
Thelargestdemographicofpizzaeatersisbetween30and49yearsold

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza24

AppendixJ
SocialMediaResearch

Statisticsonwomen

Over70%ofwomenhaveaFacebookaccountandcheckitonaverageof5.1
timerperday
HalfofmothersonFacebookhaveover200friends
About94%ofmothersknowaboutTwitterbutonly13%ofthemuseit
Mothersremainthedecisionmakersandagendasettersinthefamily
WordofMouthremainsthebestformofadvertisingandFacebookiswordof
mouthonsteroids
71%ofonlineadultsuseFacebookwhileonly26%ofonlineadultsuseInstagram
and23%useTwitter

Datesandtimestopost

ThebesttimetopostonFacebookwiththehighestclickreturnrateis1:00pm
through4:00pm
TheworsttimetopostonFacebookisweekendsbefore8:00amorafter8:00pm
ThepeaktimetopostonFacebookisWednesdayat3:00pm
Postingtwiceinonedaycangeneratemoreattraction

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza25
Postbetweenonetofivetimesperweekitcreatesa71%increaseinuser
engagement
Postinglimitations
PostinganimagewithastatusonFacebookwillgenerateahigherinteractionrate
withabout53%increaseinlikesand104%incomments
Postsshouldbenolongerthan80characterstograspinterestandgeneratefuture
interest
IfmultiplepeoplearepostingonFacebookitisimportanttokeepcontext
consistency.Ifpostsarenotmadebythesamepersonitshowsinconsistentposts
throughouttheentireFacebookplatform.
InitialPurpose
Interactionwiththeaudienceisimportant
DirectsocialmediauserstoGNPwebsite
Contenttopost
PostinganimagewithastatusonFacebookwillgenerateahigherinteractionrate
withabout53%increaseinlikesand104%incomments
LinksonFacebookshouldbeusedtodriveviewerstotheGNPwebsite.
Negativeinteraction
NegativefeedbackisacommonsituationforFacebook.Onceacompanyison
socialmediathecommentsarenotintheorganizationscontrol.Havingacrisis
planisverybeneficial.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza26
Donotimmediatelydeleteanegativepostinsteadreadandrespondtoit.The
replyshouldconsistofanapologyforthenegativeexperienceandacritiqueof
howGNPwillbettertheexperience.Ifthecommentincludesvulgarlanguageor
provocativecomments,itshouldbeimmediatelytakendowntoprotectand
maintaintheimageofGNP.

TeamAdVantagesClientNeedsAnalysisforGlassNickelPizza27

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http://www.pizzaranch.com/fooditems/C5

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http://www.burgerhouse41.com/

Calhoun,D.(2015,February25).[Personalinterview].
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http://www.uwgb.edu/studentlife/events/communityfair.asp

[Crankypat'sfacebookpage].(2012,December13).RetrievedApril1,2015,from

https://www.facebook.com/CrankyPatsGB

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http://www.crankypats.com/greenbay/home

[Gallagher'spizzamenu].(n.d.).RetrievedApril1,2015,from

http://gallagherspizza.com/

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