Burger Fest- Marketing Strategy & Plan

Abstract

This project presents a structured approach to creating a comprehensive marketing strategy for Burger Fest Commercial Market Branch using integrated traditional and digital marketing strategies with the aim to increase brand awareness and sales. The project begins with a detailed exploration of the restaurant’s background, shedding light on its origins, objectives and products offered. The project further identifies the target market for Burger Fest to be fast-food loving price sensitive individuals, customers out for social meetup & recreation and those looking for convenience & taste. This formed the basis of developing a positioning strategy based on a critical analysis of the restaurant’s strengths and weaknesses as well as the opportunities and threats it faces in the market. The results reveal that Burger Fest Commercial seeks to position itself as a brand that offers affordable, convenient, and value-driven dining option, attracting customers who prioritize these factors without compromising on taste or quality. An in-depth competitor analysis then followed which determined Burger Fest’s unique selling proposition i.e., high quality charcoal grilled burgers with live cooking experience for all the food lovers looking for great taste with affordability. Banking on the restaurant’s strengths, a detailed marketing strategy was formulated to meet the marketing objectives using the marketing mix. Various online and offline marketing strategies are then suggested such as social media and influencer marketing, print advertisement, events, local partnerships, local SEO and review marketing. Lastly, the retention strategies are discussed and the key KPIs that need to be tracked are highlighted to ensure continuous monitoring and improvement in order to have a marketing strategy in place that increases brand recognition and boosts sales.