Arisbet Picazo Brittany Alarcon Karlie Gurela Sandra Hernandez

History ...... 4

Campaign Goal ...... 4

Campaign Objectives ...... 5

SWOT Analysis ...... 5

Target Market ...... 6

Competitors ...... 6

Timeline ...... 7

Product Reveal...... 9

Rationale for Choosing Product ...... 10

In-Store Support ...... 10

CharClub Plan ...... 11

Social Media Plan ...... 11

PR Plan/Non-Traditional ...... 12

Budget ...... 13

The Habit Burger Grill first opened its doors in 1969 in the Southern California town of Santa Barbara. It is there that Brent Reichard got his first job flipping burgers at the age of 16. A few years later, Brent and his brother Bruce made the decision to buy the Habit Burger Grill. They had the mission to provide a great burger at a great price with fresh and great quality ingredients and to become everyone’s favorite habit, one burger at a time.

It was not until 1996 that they decided to open a second location in Ventura. After opening seventeen more burger grills, the Reichard brothers decided to sell the company to a private equity in 2007. Since then the company has experienced tremendous growth as there are now 141 The Habit Burger Grills in total.

To increase brand awareness and trial by targeting new and existing customers through our promotional efforts. We will be doing this by showcasing our new product through our signature food trucks in a variety of locations, and promotion through social media. By promoting our new product, we will differentiate The Habit Burger Grill as a step above by giving consumers a product that is not offered by competitors.

 Increase CharClub members by 200 within the 8 week promotion  Increase social media followers by 5,000 on Instagram and 2,000 on Facebook and Twitter  Build brand awareness before and after the promotion  Increase trial for new and repeat customers by gifting a total of 1,200 Chartickets at events

Strengths Weaknesses  “Quality First, Speed  Low brand awareness Second”  Not as many locations  Burger Customization as competitors

 Involvement in the

community/non-profits  Chargrilling gives more flavor

Opportunities Threats  Increase social media  Other Burger interaction Establishments  Open more locations o SmashBurger  More non-profit o ShakeShack community involvement o Red Robin

o In N’ Out

The Habit has a general broad customer appeal, attracting an almost evenly spread out customer mix.

 Age: 13% of the Habit customers are Millennials, ages 18-24, 20% are 25-34 years old, 19% are 45-54 years old, 16% are 55-64 years old, and 9% are older than 65 years old.

 Gender: 55% of the Habit customers are males and 45% are females.

 Household Income: 31% of the Habit customers earn less than $60,000 a year, 30% earns anywhere from $61,000-$99,000 a year, and 39% earns more than $100,000 annually.

 40% of the Habit customers are families that have kids under the age of 18.

Smashburgers:  Known for the smashing technique used to make *better burgers*  Made fresh to order, offers variety in burgers  More expensive Five Guys:  More expensive  Targeted more to a male audience  No freezers, just coolers IN-N-OUT  More reserved menu  Has been operating for a longer period of time

Shake Shack  Modern and open atmosphere  Limiting menu  All natural angus beef

Phase 1: During Phase 1, The Habit Burger Grill food trucks will be out and about in a variety of cities in SoCal promoting our new Fried Egg Burger. Every Saturday for the duration of the 8-week campaign, there will be a food truck in a select city. This will all be part of our effort to support our campaign “Make Helping the Community a Habit!” All trucks will be featuring the classic Charburger and our limited time offer of the Fried Egg Burger. The first 100 customers that come and purchase a $5 Charburger combo or $6 Fried Egg Burger combo will receive a Charticket, which is good for one free Charburger with cheese on their next visit to The Habit Burger Grill. All proceeds will go local high schools with underfunded programs.

Phase 2: During Phase 2 the Habit Burger Grill will be renting out a spot at Smorgasburg LA. At this weekly Sunday market, various menu items will be sold, such as the: Charburger, Double Charburger, BBQ chicken sandwich, Fried Egg Burger, fries, and onion rings. By providing more options we allow a first-time customer to begin their habit. The first 100 customers that make a purchase at the tent will receive a Charticket, which is good for one free Charburger with cheese on their next visit to the Habit Burger Grill. In regards to publicizing the event large news bloggers will be highlighting the event. They include news bloggers such as LA Weekly, LA Times, and KCRW.

Phase 3: During Phase 3 we will reach out to very influential food bloggers on Instagram to post either a video or photo representing our latest burger. We will be asking these foodie bloggers to post within the first four weeks so that customers will have the opportunity to try our Fried Egg Burger before the promotion ends. They will be focusing on rallying support for followers in the Los Angeles area.

Phase 1 Benefits Dates Phase 2 Dates Phase 3 Dates of Location Location Instagram Posting Personnel

Albertsons, Lakewood Saturday LA Sunday @tryitordiet Anytime Lakewood High School, March 11, Smorgasburg March 12, @foodbeast within the Center, 5015 Lakewood,CA 2016 785 Bay St, 2016 first 4 weeks Del Amo Blvd, Los Angeles, of the Lakewood, CA CA 90021 promotion 90712

Albertsons, 1800 La Habra Saturday LA Sunday @losangeleseateries Anytime W Whittier Blvd, High School, March 18, Smorgasburg March @eater_la within the La Habra, CA La Habra, CA 2016 785 Bay St, 19,2016 first 4 weeks Los Angeles, of the CA 90021 promotion

Albertsons, 8938 Martin Luther Saturday LA Sunday @dinela Anytime Trautwein Road, King High March 25, Smorgasburg March 24, @losangeles_eats within the Riverside CA School, 2016 785 Bay St, 2016 first 4 weeks 92508 Riverside, CA Los Angeles, of the CA 90021 promotion

Albertsons, Cleveland Saturday LA Sunday @lafoodie Anytime 19307 Saticoy High School, April 01, Smorgasburg April 02, @lafoodieguy within the St, Reseda, CA Reseda, CA 2016 785 Bay St, 2106 first 4 weeks 91335 Los Angeles, of the CA 90021 promotion

Albertsons, 2035 Helen Saturday Hillhurst Ave, Bernstein April 08, Los Angeles, CA High School, 2016 90027 Los Angeles, CA

Albertsons, 110 Carson High Saturday E. Carson School, April 15, St.,Carson, CA Carson, CA 2016 90745

Albertsons, 1421 Fullerton Saturday Manhattan Union High April 22, Avenue, School, 2016 Fullerton, CA Fullerton, CA 92831

Albertsons, 8920 Parkway Saturday Fletcher Pkwy, Middle April 29, La Mesa, CA School, La 2016 91941 Mesa, CA

Product Description: A chargrilled beef burger with a fried egg, bacon, and pepper jack cheese. The promotion for this product will be occurring from March 11 – April 29.

Ingredients: • Sesame bread • Chargrilled beef patty • Fried Egg with cracked pepper • Crispy Bacon • Pepper jack Cheese • Fresh Lettuce • Tomatoes • Grilled Onion • Thousand Island Dressing

Price: $6.99  Based on the estimation of adding the cost of pepper jack cheese, bacon, and an egg to a regular Charburger which costs $3.25.  Although it will be one of the higher priced items on the menu, it would not be the highest priced item and it is more economical than other competitors that offer a similar product.

We chose this product for multiple reasons:  After speaking with various cashiers at multiple locations, one product that customers asked for -but was not on the menu- was a burger with an egg in it.  Egg inside a burger is in high demand currently and although some of our competitors do offer similar items, ours would put us above them because we offer a better burger at a better price. The addition of the pepper jack cheese to the burger will complement the egg perfectly  People who like breakfast and dinner don’t have to compromise when ordering a product because the Fried Egg Burger is dynamic.  Egg is an ingredient that is already frequently used in other products so its incorporation should run smoothly.

In order to rally excitement in our new product, the Habit Burger Grill will place word marks on multiple items located in the store. They include:  The buzzer that vibrates when the order is ready (pictured below)  Tray mats  Free-standing insert in front of cashiers

Send out an email to those who are a part of the CharClub email listing.

Things that will be sent through multiple emails:  Two weeks prior to the launch of the burger, we will send out the announcement of the product in order to generate hype.  The email will include a picture of the latest burger along with a description of what’s inside it.  A calendar of events. The calendar will show when, where, and what cause each event throughout the 8-week promotion will be available to them. Each event will allow a consumer to purchase the latest burger from a truck which will go to a specific cause.  A separate email will be an invitation for the consumer to also check us out at Smorgasburg.

The Habit Burger Grill will reach out to food bloggers on Instagram. Food bloggers set trends, bring awareness to a brand, and like to highlight creative and delicious foods to foodie lovers everywhere. Their presence on social media is huge considering that “food” is a top topic of what Instagram pictures consist of. By acting as a “friend” to their followers, they become these trusted individuals to their followers. Popular food Instagram accounts include all those listed on the table mentioned above. We will begin by asking these popular food accounts to come to a local Habit location near them and allow them to eat our latest burger free of charge.

Other things to Post:  The Habit trucks will be posting pictures of every event throughout the 8-week promotion on their various social media platforms. These include Instagram, Facebook, Twitter, and Snapchat.

“Make Helping the Community a Habit!”

Every Saturday for the duration of the 8-week campaign, there will be a Habit Burger Grill food truck in a parking lot of an Albertsons from 12pm-4pm, in a select city in Southern California. This will support our campaign “Make Helping the Community a Habit!” while also promoting our new burger, the Fried Egg Burger. All trucks will be featuring the classic Charburger and our limited time offer of the Fried Egg Burger. The first 100 customers that come and purchase a $5 Charburger combo or $6 Fried Egg Burger combo will receive a Charticket, which is good for one free Charburger with cheese on their next visit to the Habit Burger Grill. All proceeds will go a high school near that location to help benefit underfunded programs such as the Art Departments.

To promote our campaign, we plan to use the partnerships we already have with ALT and The Woody Show to help spread the word. In addition, we plan to reach out to Ellen DeGeneres to help publicize our campaign “Make Helping the Community a Habit!”. Ellen Degeneres is a huge advocate for giving back to the community and helping organizations and has a huge fanbase. By using Ellen Degeneres we would not only be getting the word out about our campaign, but we would also be creating hype about the Fried Egg Burger by introducing that we will be offering it at the food trucks.

Category Cost per unit # of units Total Cost Smorgasburg Food $200/ day 4 $800 truck spot Food truck operation $1,250 12 $15,000 (4 at Smorgasburg, 8 popup) Food Truck permit $150-$300 8 $1,200-$2,400 depending on location Char Tickets $4.00 1200 $4,800 Food Blogger’s free $7 8 $56 burger Total $21,856-$23,056