Video idea

I have an idea of making a video introduce the super buffet menu and delicious food which serve in Manhattan Deep Pan Pizza House. The video I will also use into my website, on the Restaurant Menu subapage.
And also uploaded on Youtube.

A picture is worth a thousand words. So in the video, I am not going to use lots of texts, instead for I am going to use images. I will compose the buffet and food picture that I took in the restaurant, add some happy light music as background music. Then through this video, people will impressed by the delicious food and super buffet choice.

Persona

The picture showed up is the persona I take in the walking street. His name is Danny Yan, a Chinese boy born in Denmark, 23 years old, one who loves pizza very much.He is a student in Copenhagen University. He frequently does shopping both in the walking street and shopping centers. When he shopping together with friends or family, when he feel hungry, he would like to find a restaurant serve with buffet menu.

He said when he feels hungry, with a certain amount of money, eating buffet is a very good choice. You can eat food without amount limitation, and in buffet, there are a lot of different food.
His budget for one buffet dinner is always around 150DKK. He knew Manhattan Pizza House several years ago when he studied in high school. At that time, his friends with him, they passed by in the walking street, they were attracted by the Pizza buffet menu advertisement downstairs, then they walk in.

In his daily life, he also use internet everywhere, at home, at school, by computer or mobilephone, he search in internet all the things he interested in.

The conclusion I get from Persona:

Buffet menu is a good choice for customers, and price is an important factor to attract customers.
This persona is also internet user, so having an own website is necessary and would of course

reach more potential customers to expand its market.

Saturday, interview passengers in the walking street

This restaurant is located in the Strøget, the walking street of Copenhagen.This street has many shops, almost every tourist walk in this street to do shopping.

Since our target group is local people and tourists who like pizza, today Saturday many people do shopping in the walking street, so I interviewed among passengers, ask the following questions.

1. Are you local people or tourists?

2.When you are shopping in the walking street and feel hungry, do you find a restaurant to eat?

3.What factors you take into account when chooseing restaurants, which are the most important ones?

4.Do you have any budget for a dinner, if yes, how much DKK per person?

5. Do you know a pizza buffet restaurant here in the walking street?

6. In your daily life, what way do you know the different restaurants in Copenhagen?

The followings are some information we got from the interview.

1. The peopel I interviewed have both local people and tourists.

2. Price and delicious taste are the most important factors customers will take into account when they choose a restaurant.

3. Tourists know copenhagen restaurants through advertisement on the city map and tourist booklet such as Copenhagen This Week, also by internet searching. Local people know different restaurants by internet searching and recommendation by family relatives and friends. They use google.dk and krak.dk to do searching.

Questionaire results are as following:

Customers think 69 or 79DKK for a pizza buffet dinner is really cheap, so this restaurant has
price advantage and its buffet menu is attractive to customers.

Price and delicious taste are the most important factors customers will take into account when

they choose a restaurant. Therefore, with its cheap price advantage, this restaurant should

keep on food delicious taste.

Internet play an important part in people daily life, therefore this restaurant also need an own
website to do promotion and expand its market.

Brainstorm,3 Ring Target, SWOT analysis

The follow is the SWOT analysis of Manhattan Deep Pan Pizza House

Strengths:
1.20 years history, has rich restaurant business experience
2.Expertise in Pizza making, and also provide other food
3.Pizza buffet sales way is unique
4.Has price advantage
5.Located in central copenhagen, the walking street, attract tourists

Weaknesses:
1. It has not website until now
2. Tourists are not frequent customers
3. Menu hasn’t been changed with the market for around 10 years

Opportunities:
1. Expand marketing range and a developing market by creating own website
2.Product gets improvement due to new competition

Threats:
1. Other nearby restaurant competitors, both pizza making and non-pizza restaurants
2. Price wars with competitor.

Conclusions:
In order to promote restaurant business andd increase profit, it must assess its external
and competitive environment. This will reveal the key opportunities it can take advantage
of and the threats it must deal with. And using its strengths and reducing its weaknesses.
While doing promotion through website, it can focus on showing customers its super big
buffet with cheap price.

Design for visual identity

I design the following visual identity things for Manhattan Deep Pan Pizza House:Chef hat, Napkins, Staff name card and Pizza take away box.

Target group and Message

In order to get more information about pizza restaurant in København, I also use google to find. There are competitor restaurants serve pizza as main course. Such as Dominos pizza, but it concerntrate on take away business. And Restaurant Pizza Pasta in vesterbrogade 31, it only has A Lar Cart Pizza menu.


Our target group is 20-30 years old young people. Our message is A Large Cheap Buffet.
My client biggest advantage is that it really serve big amount of food with low price. Eating store buffet,with 69 or 79DKK, customers get eat pizzas,pasta,salad bar and hot food from warm bar. This also surprise me myself when I first know this buffet menu with so cheap price.
Nowadays, young people always use Mobile phone PLACE APP and GOOGLE MAP APP to search for restaurant around then they are outside. This pizza house also need a website of its own, and then showing on the website of the large buffet pictures and cheap price, that would be of cousre attract target group.

Conversation with client on 25 Jan, Target group setting

Yesterday, I went to visit my client Fang in Manhattan Deep Pan Pizza House again. He said there are 2 kinds of pizza, American deep pan pizza and Italian thin pizza. And both local people and tourists are their customers. He told me based on his 20 years business experience of this restaurant,80% of their customers are 20-30 years old yong people. Therefore, I set it as our target group.

Problem formulation and task

Problem formulation :
Today I had supervision with Teacher Mike, he gave me some advice on my project problem formulation.
WHY of having a website of Manhattan Deep Pan Pizza House.Why should Manhattan Deep Pan Pizza have a website? Do potential customers check out the website before they make their buying decision? Could you order your pizza online? In which way would a website influence the customer behavior? Which expectations do customers have to a website of Manhattan Deep Pan Pizza?
My found out is that nowadays internet play an important part in people daily life, therefore this restaurant also need an own website to do promotion and expand its market.According to a study by OTX research, about 2/3 of customers use the information they find through social media to influence their buying decisions. 67% of customers are likely to pass this information on to others, and over 60% trust information they find through social media more than traditional advertisements.
Manhattan Deep Pan Pizza House, with a website of its own, would increase its brand awareness and visual identity,increase positive brand mentions online, improve search engine rankings. Then through reviewing website, a wider range of customer will know this restaurant, then the goal of increasing sales is achieved.Website coulde provide sufficient menu information resource for customers and customers can also make table booking on its website.


The boss of Manhattan Deep Pan Pizza House Fang said that he has run this restaurant for about 20 years, but now because of many reasons, the business is not like 20 years ago, and appear kinds of restaurant around, that means competitors.



Many restaurants and cafe,bars, have their own website, such as jensens bøfhus,baresso coffee. Using internet and website, business promotion could be done to people around every corn of the world.



This restaurant does not has its own website, so it need a website to promote its business, attract more customers to extend market and increase profit.





Task:


I want to do marketing analysis and design a website to promote business for Manhattan Deep
Pan Pizza House. This restaurant has a history of about 20 years, but so far hasnot got an own
website. Therefore I would design a website for it, and this is exactly what my client want me
to do. Now it is a world of internet, customers could search from internet get more information
about restaurant, menu, price and so on.

Take buffet photo in Pizzahouse

Today, I took some photos in Manhattan Pizza house. Its address is Vimmelskaftet 41, 1161 København K.

Its buffet menu contains pizzas, hot dishes and salad bar. The price is 69DKK from 11am to 17pm, and 79DKK after 17pm. The following picture shows its buffet dinner.

Intership Starting

On Jan 16, I start my intership in Manhattan Deep Pan Pizzahouse,which located in the centre of Copenhagen. This restaurant has no own website, and I am going to design a website for it, and also do the marketing for it.

The first day, I met the boss of Manhattan Deep Pan Pizzahouse, Fang. He showed me around the restaurant, its buffet menu and A La Cart menu. From our conversation, I know the brief history of this restaurant and its menu. This pizza restaurant has a history of almost 20 years, it has both buffet and A La Cart menu.