Miranda Doing

Danielle Hoopes

Final Marketing Plan

IN-N-OUT BURGER

ORGANIZATION, MISSION, GOALS, AND OBJECTIVES

IN-N-OUTs MISSION STATEMENT- Give customers the freshest, highest quality foods you
can buy and provide them with friendly service in a sparkling clean environment.

GOALS AND OBJECTIVES- Satisfy our customer needs by providing them their meal in a
timely manner. By listening to the customer, we will make sure that they will receive the correct
order.

COMPANY SLOGAN- Quality you can taste

SERVICES PROVIDED- Quality food such as hamburgers, cheeseburgers, shakes, fries, and
drinks, merchandise such as T-shirts, stickers, hats, and cups.

SITUATION ASSESSMENT

CLIMATE

POLITICAL AND LEGAL- Business permits, food regulations, health inspection grading,
business licenses.

ECONOMIC- The status of the economy, whether will people pay for burgers and food offered
based on their financial situations. As of now, people in general will purchase fast food because
in some cases, it is cheaper and more convenient than buying groceries and cooking at home.
SOCIAL AND CULTURAL- People save time by not cooking and going out to eat, we use fresh
ingredients to provide healthier fast food which has become a trend. Customer's interest in
healthier food seems to be growing. Some 78% of restaurants in the "quick-service" category,
which includes fast food, are seeing more orders for entre salads, according to the National
Restaurant Association (NRA), an industry group (Webmd.com). In-N-Out is considered a
trendy place to go eat fast food/burgers, faddism, family oriented place to eat, and a place to
socialize with friends.

TECHNOLOGICAL- These items are used for sales and prepping the food for customers
satisfaction. With advanced technology, being able to regulate food temperature has helped
maintain its freshness.

- Cash register
- Potato slicer
- Milk shake dispenser
- Security alarm system
- Fryers
- Drive-thru (intercom/screen that shows order)

NEEDS ASSESSMENT

TYPES OF NEEDS ASSESSMENTS AND WHY?

The type of need assessment that we will be conducting is Entrepreneurial. We will be focusing
on the entrepreneurial side of the business; how eating as a part of recreation is a commodity to
be purchased. We will do this by assessing the demands, wants, and desires of our customers.
While we aim to provide quality service for our customers, we need to maintain our sales to stay
in business.

QUESTIONS THAT WILL BE ASKED

We would survey youth (ages 12-25) in Southern California

EXAMPLES OF QUESTIONS/SURVEY:

-What type of food do you prefer? (Circle)

Pizza Mexican Burgers Other

-How many times a week do you eat out?

-On average how much money do you spend on fast food per week?

-What time of day do you normally eat out? (Circle)

Breakfast Lunch Dinner

HOW WILL WE COLLECT DATA AND OVERCOME BARRIERS

-Surveys: We will go to many school campuses around the area (high school and university) and
have students take surveys. One barrier to this would be that they might not have the time or
desire to stop and take a survey. One way to overcome this would be by providing an incentive
or reward for taking the survey such as a coupon for a free shake or a dollar off of a hamburger.
This would get students to take the survey as well as promote business.

-Design a Facebook or other website with links to online surveys for customers to fill out.

-Comment cards at restaurant locations would be another way to get quick feedback from
customers who are already purchasing meals and food.

-Pass along cards that can be passed out on the street or at different locations. Cards will provide
information that takes you to a website to fill out a survey. Coupons or other rewards could also
be used as incentives for taking the survey.

-Interviews at restaurant locations.

DATA FINDINGS
From the data collected from surveys and interviews findings showed that lunch and dinner were
the most popular time of day for young adults to eat out. During interviews, teenagers stated they
were provided a weekly allowance to buy food. The average cost of money spent on fast food
during the week was between 20-28 dollars. On average, youth between the ages of 12-25 ate out
2-4 times a week. The types of food preferred were pizza and hamburgers.

COMPETITION

INDIRECT- Movies, shopping, malls, gym, video games, red box, outdoor activities-skating,
skiing, climbing, swimming, tanning. These competitors offer a variety of services that may take
the customers interest away from purchasing In-N-Out. Overall red box is open 24/7 and is only
one dollar per day you rent the movie. Another service that takes customers away from In-N-Out
would be gyms, because it is a trend to be fit and healthy. Many people dont eat fast food and
would choose these services over In-N-Out.

DIRECT- Home cooked meals, grocery stores, McDonalds, Taco bell, Pizza hut, Carls jr.,
Wendys, Little Caesars, Subway, Five Guys, Jack in the box, Rodrigos, Albertos, Panera,
Zupas, Island Burger, Chilis, Red Robin

Hours Average Price Distance

In-N-Out Sunday - Thursday $1.85-$3.15 5 mile radius
10:30 a.m.-1:00 a.m.
Friday 10:30 a.m. - 1:30
a.m.
Saturday 10:30 a.m. -
1:30 a.m.
McDonalds Drive thru 24/7 (limited $1.29-$3.99 5 mile radius
locations) Monday-
Sunday 5am-11pm
Home cooked meals 24/7 $15.00 for all 0 miles
ingredients (large
amount)
SITUATION ASSESSMENT

MARKETING AUDIT

HISTORY

- In-N-Out first opened in 1948. Californias first drive thru hamburger stand, Harry
Snyder everyday got fresh meat and produce for their ingredients.
- 1948 had a two way speaker box introduced.
- 1979 provided large comfortable dining areas so customers can sit and enjoy their
burgers.
- Found information at www.in-n-out.com/history.aspx

PHILOSOPHY (MISSION, VISION, VALUES)

The arrow points to pride We all work under the same arrow

MISSION- Give customers the freshest highest quality foods you can buy and provide them with
friendly service in a sparkling clean environment.

VALUES- Fresh ingredients, good customer service.

PRODUCT

- Double Double -$3.15

- Cheeseburger- $2.15
- Hamburger- $1.85
- Fries- $1.40
- Shake (Vanilla, Strawberry, Chocolate, Neapolitan) - $1.95
- Soda- Small $1.30
- Medium $1.40
- Large $1.60
- X Large $1.80

SERVICE: Clean environment, well trained friendly employees, drive thru, fast and convenient

FACILITY INVENTORY/OFFERINGS: T-shirts, hats, mugs

ORGANIZATIONAL CHART
 - See appendix A

VARIOUS STAKEHOLDERS:

- Consumers
- Ingredient suppliers
- Local community
- Employees
- Franchises

FINANCIAL STATUS AND FINANCIAL GOALS

Increase sales by 5% by the end of every year.

We strive to satisfy our customers needs. By doing so, we provide a family friendly environment
which draws people to come and purchase our goods. Also, because of our availability, young
adults are able to come during late hours which help increase sales.

HISTORICAL MARKETING EFFORTS:

- Updated logo in 1954 with arrow instead of no delay sign.

 - Lap mats in 1961 and in 1971. Butcher paper lap mats were replaced with printed
mats that offered information to customers.
- 1961, banner was hung inviting guests to try double-double.
- 1963 Planted cross palm trees in front of most in-n-out locations.
- They didnt spend much time on advertising because they relied on word of mouth or
different logos to bring in customers.
- Today, there are ads on the radio as well as billboards that advertise our products.
- In the past, In-N-Out used TV commercials to promote their service but now use
word of mouth and other resources.
- Found information at www.in-n-out.com/history.aspx
- See appendix B.

IMAGE AS VIEWED BY THOSE BOTH INSIDE AND OUTSIDE OF THE

ORGANIZATION:

- In-N-Out burger strives to maintain an image as a family business; they do this by

having a casual environment that is good for kids.
- California Customers view In-N-Out burger as a piece of home.
- Employees feel that In-N-Out is a good company to work for.
- See appendix C for customer/employee reviews

SWOT ANALYSIS

STRENGTHS

- There is a hidden menu which makes the style of burgers unique.

- Fresh ingredients
- Promotional deals to bring in customers
- Reasonable price
- Cleanliness
- Customer Service
- Hours of Operation

WEAKNESSES

- Limited areas/locations
- Small selection of food

OPPORTUNITIES

- Expand locations to areas on the east coast

 - Expand menu
- Franchise

THREATS

- If economy declines fewer people will eat out.

- Cheaper fast food restaurants nearby, restaurants, home cooked meals

MARKET RESEARCH

SEGMENTATION

Demographics (Age) Psynchographics Geographics

0-11 Breakfast Los Angeles
12-25 Lunch Orange County
26-36 Dinner San Diego
37-57 Riverside
58+

TARGET MARKETING

PRIMARY: Youth/Young Adults ages 12-25 years old- because a high percentage of this age
group eats at fast food restaurants.

SECONDARY: Age 37-57 because they are most likely to have families and In-N-Out is a
family friendly establishment that can be enjoyed by kids and adults.

SWOT FOR TARGET MARKET

STRENGTHS: Affordable, fresh ingredients

WEAKNESSES: Limited variety of food

OPPORTUNITIES: Promotional deals (ex: Free shake Friday with purchase of.)

THREATS: Dont have money or resources to purchase food.

POSITIONING

POSITION
 - How we want the customers to view our company/reasons customers should choose our
organization over another..see In-N-Out for its quality service and food.

POSITIONING STATEMENT

- For people who are ages 12-25, In-N-Out offers burgers that you will enjoy. Thats
because we use fresh ingredients.

POSITIONING MAP

- See appendix D

PRICING STRATEGY

Our current pricing strategy is penetration, (trying to be cheap) based on our analysis we
recommend that we continue with penetration pricing strategy because:

- Keep prices of products low and quality of product high

-Money isnt put toward expensive advertising but used to buy fresh, quality produce/products

-Cheaper than competition with same quality burgers (5 guys, Island Burger.)

-Price not affected too much because no change in product

PRODUCT MIX: We decided to keep the traditional menu and not make any changes because
customers are satisfied with the current product.

In-N-Out PLACE/DISTRIBUTION

- Controlled expansion and growth

- Private-family owned business
- Non-Franchised
- Locations in California, Nevada, Arizona, Utah, and Texas
- Easy to supervise Family owners are from the west coast
- Customer Location-easy access. Locations found right off freeway exits, in shopping
centers, small business areas.

We recommend that we expand our locations across the U.S. There is a demand on the east coast
for In-N-Out restaurants because there are no locations nearby (especially in Arlington).
PROMOTIONAL PLAN

To advertise Free Shake Friday, we used flyers because it can be seen everywhere and
there are no limitations as to where you can post them. A flyer would be easy to distribute around
places where youth/young adults hang out; such as stores, schools, workplace, and malls. This
will appeal to our target market as our company wants to focus on youth/young adults ages 12-
25. Customers ages 12-25 lean towards products that are inexpensive, fast, and convenient
which makes this promotional item one way to help them save money while still purchasing In-
N-Out products. Young adults are always trying to save money as well as get something for free;
providing free shakes will help draw in our target market and get service.

A promotional event that In-N-Out may provide could be a hamburger eating contest.
This contest will see who can eat the greatest number of patties in a given time. The winner will
get their picture taken and put on the wall and receive a free T-shirt. At the event spectators will
have opportunity to buy merchandise and food. This event will encourage target market
participation along with their family and friends. It will increase number of customers creating
demand/want in other locations, the News/other media could cover event to spread
word/advertise for In-N-Out organizations. Our marketing objective is to increase number of
restaurants in already existing states which will help with sales. Eating contest-would get
attention from youth/young adults. They like competition or a challenge and if they had fun at
this event, they would be more willing to tell their friends and will be more likely to return. Free
food and opportunity to buy merchandise-attracts teens and other customers.

Another promotional event would be a beach volleyball tournament. In the parking lot,
there will be two In-N-Out food trucks with other merchandise that can be purchased on site. At
this event, local communities would gather together and enjoy each others company. Today,
there is a trend of living a healthy lifestyle which is how we will bring in new customers. This
event will help In-N-Outs image of healthy living. Our target market will be drawn to this
event because the beach is a place of socializing, volleyball is a form of fitness, and In-N-Out
will provide food for participants.

Furthermore, bumper stickers are a great promotional tool because they are easy to make
and distribute. There is always traffic in California, so by having a bumper sticker on your car, it
is an advertisement in itself and many people will be exposed to In-N-Outs logo. Our target
market is a population that follows trends and one trend that is seen today is having stickers on
your car.

We will evaluate our success of our marketing efforts through online surveys. If they fill
it out, they will receive a coupon for a 10% discount off next purchase. This incentive will help
us gather the information we need to be successful in future marketing efforts. See appendix E
for Promotional Plan examples.
 APPENDICES

APPENDIX A
 ORGANIZATIONAL CHART

President: Lynsi
Torres

Planning and
Development
Chief Financial Chief Operating
Executive, Vice
Officer: Roger Kotch Officer: Mark Taylor
President, and
General Manager
APPENDIX B

https://www.youtube.com/watch?v=_UUmpogN-RM

https://www.youtube.com/watch?v=pEwcWtI_HJM&feature=endscreen&NR=1

APPENDIX C

YELP CUSTOMER REVIEW

San Francisco, CA

3/29/2013

Here are some facts about my relationship with In-N-Out:

- It borders on obsessive.
- We are here so often that employees recognize us.
- I'm currently partial to the hamburger: animal style, protein style, no onions, with chopped
chilis and extra lettuce. Did you know? (a) An animal-style burger is cooked in mustard; it's not
just extra sauce and grilled onions you're getting. (b) In-N-Out's chilis are just amazing. Crucial,
even. (c) The workers kindly do not judge you if you order something with an obnoxious number
of customizations.
- On one occasion, I brought along avocado to eat with my burger. It. was. amazing.

Yes, there are some off days (when the burgers are still great, but aren't up to usual par). And
yeah, they don't make hearty, gourmet burgers like the ones in fashion nowadays. But seriously --
whatever. I can always depend on In-N-Out for a truly excellent California-style burger that's
affordable, relatively healthy, quickly prepared, and totally satisfying.

EMPLOYEE REVIEW

http://www.indeed.com/cmp/In--n--out-Burger/reviews

Level 7 / All Star (Former Employee), Sacramento - CA April 28, 2013

Pros: the coworkers, customers
Cons: grease, late nights.
This company is everything an employer should be. Great pay, easy concise advancement and
amazing associates to work with.

Better pay than you'll find in most "real" jobs once you get to management and a great faced
paced work environment.

APPENDIX D
 Free
shake
Friday!!
!!
APPENDIX E
Come to your
nearest In-N-Out