Willis Bistro: Selling Plan Value Proposition - Contract and Benefits

This report analyzes the selling plan value proposition for Willis Bistro, a restaurant emphasizing quality. The report focuses on the benefits of using Certified Angus Beef (CAB) over USDA Choice beef. It highlights the superior quality of CAB, emphasizing its marbling, tenderness, and consistency. The report details the advantages of CAB, including consistent steak sizes, high fat content, and superior texture. It also presents the competitive advantages of CAB, contrasting it with competitors offering USDA Choice beef. The report includes a business proposal, outlining pricing, training, and wine pairing suggestions. The proposal aims to provide Willis Bistro with the tools to enhance its menu and improve customer satisfaction. The report emphasizes the value of CAB in terms of quality, customer experience, and business profitability.

PART II: Selling Plan
Value Proposition:
For Willis Bistro, a restaurant who values quality and traditional farm-to-fork customs, the
Certified Texas Angus Beef Program is a guaranteed way to provide the utmost brand of
premium grade meat on the market. Unlike currently used USDA Choice cut meats who only
provide medium quality, our service provides the assurance of premium standards more
selective than USDA Choice so only less than 1.5 % of beef achieves the high standards of
Certified Angus Beef.
Features / Benefits Summary:
Features: Benefits:
Uniform Steak
Size
Willis Bistro’s customers can expect a consistent plate presentation each
visit which leads to repeat business . Controlled portion sizes will also
help Willis Bistro reduce food costs to ensure healthy profit margins.
High Degree of
Marbling
Every customer will receive a steak full of flavor and juiciness due to the
high fat content. As it is a healthy fat, it will not have a negative impact
on cholesterol metabolism for consumers.
“A” Maturity
Beef
Every customer will receive a steak with superior colour, texture,
firmness and tenderness. Only 1 out of 50 steaks are returned when
buying from Sysco.
Complimentary
Training
Willis Bistro’s staff will be informed about the appropriate measures to
cut, cook, and serve steak which can lead to an increase in productivity
and sales.
Wine and Steak
Pairing
This offering can help educate Willis Bistro’s consumers on successful
pairings and makes the experience less intimidating and more enjoyable.
Competitive Advantage:
Sysco Competitors
Sysco partners with Certified Angus Beef ® to provide
our customers with top quality meats. To receive the
Certified Angus Beef ® seal of approval, 10 science
based specifications must be met, each of which is
In our price range, our competitors
aim only to meet USDA Choice
grading standards for their beef.
This allows many cuts of meat to

either a higher standard, or unique to this certification.
This ensures that our customers will receive the highest
quality cuts of beef.
pass that would not reach Certified
Angus Beef ® standards.
Certified Angus Beef ® is the more expensive option,
however you will receive a higher quality product.
Based on marbling standards alone, 63% of USDA
Choice beef would not receive a Certified Angus Beef
® ranking.
Our competitors charge slightly less
per pound, however you are
receiving a lower quality product on
average.
With Sysco, Willis Bistro will receive complementary
training in order to teach chefs how to properly
properly cut, cook, and serve the steaks. Also, you will
receive information on wine pairings that best
complement the steak.
Competitors will often refer you to a
local restaurant association to
provide the same services that we do
in house.
Business Proposal/Proposed Contract:
 Pricing posted in blackboard