Marketing Strategy and Plan

Aava is a healthy restaurant concept that offers a variety of nutritious food choices. The restaurant focuses on athletes, diet conscious individuals, and old age people. Aava aims to provide great tasting options while reducing environmental impact.

RUNNING HEAD: Marketing strategy and plan 0
AAYU
Marketing strategy and plan

Marketing strategy and plan 1
Company summary
More and more people look for healthy options in the U.S. The need for junk food is fulfilled
in the U.S appropriately but somewhere it is lacking in the healthy food options. It has given
rise to a healthy restaurant concept. Aava is a restaurant which will make available anything
from organic vegan fair to locally sourced meat along with the produce. The restaurant will
be open at Terre Haute and will be associated with the U.S food industry. The restaurant will
be focusing more on the athletes’ persons, diet conscious and old age people. The restaurant
will satisfy the unfulfilled need of the market that is a healthy diet by offering healthy food
choices. The individuals can visit the restaurant and order food anytime. The restaurant will
also deliver the food to the individuals as per their diet plan on the regular basis. There are
restaurants in the U.S which provide healthy food options but no restaurant classifies on the
basis of segments made by Aava. The restaurant is going to provide meals as per the intake
required by athletes, diet conscious and old age people. The restaurant will have professional
staff who will have a role in deciding the meals of the customers. The restaurant is even
going to provide calorie and nutrition information. It is going to direct consumers for healthy
meals such as Quinoa, oatmeal, scrambled eggs so that consumers can give up on fast food.
Mission statement
Aava is dedicated to offering a great assortment of tasting, healthy food choices along with
decreasing environment impression. The restaurant believes in creating a positive impact on
the environment in a way to improve the lives of individuals and the community. Aava also
aims to make restaurants environmentally and socially responsible (Chernev, 2015). As a
nutrition provider, the restaurant is dedicated to providing a complete range of great tasting
options for customers around the globe. The nutrition information will also be offered by the
restaurant online so that customers can make better-informed meal choices. The restaurant
has even decided to improve menus on a regular basis so that nutrition benefit can be availed
by the customers.
Company objectives
 It is the objective of Aava to meet standards of the highest quality and safety.
 Aava aims to focus on sustainable and cost-effective solutions in order to serve the
business needs.

Marketing strategy and plan 2
 Aava’s objective is to access to nutrition and healthy lifestyle information standards.
It will continue to evolve the menu of great tasting and nutritious options (Espino, et
al. 2015).
 The restaurant will focus on the sustainability initiatives on waste reduction, water
conversation, viable sourcing and supply chain management.
 The restaurant aims to fund communities, endorse diversity and pick eco friendly
options and organizational practices.
Being a nutritional leader, Aava will be dedicated to proposing a complete range of great
tasting options for customers around the globe. The nutrition information will also be made
available online so that customers can make better and informed meal choices. The company
will work on the menus regular in order to improve and add nutrition benefit to the food (Lee,
Hallak and Sardeshmukh, 2016).
Keys to success
Aava is going to focus on the nutritious contents to attain its mission. Both food safety and
food quality is going to be of paramount importance to the company. The points given below
are identified for the company’s objectives:
 The variety of fresh vegetables will be added to the meals provided by the restaurant.
 There will be a combination of the complex carbohydrates, minerals, proteins, and
vitamins for the customers looking for the balanced diet.
 The reduced sodium in the menu reduces the sodium widely (Han, Nguyen, and Lee,
2015).
The suppliers of the company will be following Good Agricultural Practices (GAP) and pass
all the practices of food safety.
Product description
The product offerings of the company can be categorized into veg and non-veg. Now a day’s
trend is increasing towards vegan options. So the company will provide wide options for veg
meals. The non-veg is a great source of nutrition so there will be a huge variety of non-veg
meals as well. The meals will be accompanied by 6-8 different sauces (Heo, 2016). The
meals provided by the restaurant are surely going to improve the stamina of the athletes and
health of old age and diet conscious people. The veg meals will mainly comprise:

Marketing strategy and plan 3
Panera Bread: Grabbing Panera bread goes over sodium. Pairing bread with the salad works
great. It is the best veg option to have and contains just 440 calories which are must to have
in one meal. It also contains 12g protein and 3.5 g saturated fat.
Burrito bowl: The fond of rice can pick the burrito bowl as a healthy meal. It tastes great and
contains 435 calories. It is a great meal for athletes and old age people (Newson, et al. 2015).
The diet conscious people are required to avoid it as it contains sodium up to 1020
milligrams.
Quinoa: Quinoa is protein enrich and contains nine essential amino acids. It is high in fiber
and a great source of nutrition. The old people love to have quinoa as it is the lightest meal
(Jeong, et al. 2018).
The product category of non-veg meals are:
Grilled chicken: The chicken will be marinated in the spice powder and green paste. The
chicken will be grilled by the restaurant to the perfection and served with grapes, onions and
fresh tomatoes. It is a great meal for people trying to reduce and maintain weight.
Chicken Teriyaki: It is a good source of protein and other nutrients. It is low in calories as
much as 100-200 calories. It is a great meal to have by the old age people (Kraak, et al.
2017).
Scrambled eggs: Scrambled eggs contain just 22 calories and liked by the health conscious
people. It is great to have in the breakfast. It efficiently meets daily needs.
Aava can easily fulfill the food needs of athletes, diet conscious and old people. The healthy
restaurant concept meeting differentiated needs can gain popularity.

Marketing strategy and plan 4
References
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Espino, J.N.V., Guerrero, N., Rhoads, N., Simon, N.J., Escaron, A.L., Meinen, A., Nieto, F.J.
and Martinez-Donate, A.P., 2015. Peer Reviewed: Community-Based Restaurant
Interventions to Promote Healthy Eating: A Systematic Review. Preventing chronic
disease, 12.
Han, S.H., Nguyen, B. and Lee, T.J., 2015. Consumer-based chain restaurant brand equity,
brand reputation, and brand trust. International Journal of Hospitality Management, 50,
pp.84-93.
Heo, C.Y., 2016. Exploring group-buying platforms for restaurant revenue
management. International Journal of Hospitality Management, 52, pp.154-159.
Jeong, E., Jang, S., Behnke, C., Anderson, J. and Day, J., 2018. A scale for restaurant
customers’ healthy menu choices: individual and environmental factors. International
Journal of Contemporary Hospitality Management.
Kraak, V.I., Englund, T., Misyak, S. and Serrano, E.L., 2017. A novel marketing mix and
choice architecture framework to nudge restaurant customers toward healthy food
environments to reduce obesity in the United States. Obesity reviews, 18(8), pp.852-868.
Lee, C., Hallak, R. and Sardeshmukh, S.R., 2016. Innovation, entrepreneurship, and
restaurant performance: A higher-order structural model. Tourism Management, 53, pp.215-
228.
Newson, R.S., Van der Maas, R., Beijersbergen, A., Carlson, L. and Rosenbloom, C., 2015.
International consumer insights into the desires and barriers of diners in choosing healthy
restaurant meals. Food quality and preference, 43, pp.63-70.